The world is a global one. Show
Since 2015, eCommerce and trade regulations have led more and more brands to expand operations to 10 countries or more. These brands include consumer juggernauts like Nike to enterprise software companies like Dell and Salesforce. In fact, 68% of enterprise IT decision-makers plan to be active in more than ten countries, and 35% plan to be active in 50 or more. That’s because non-U.S.markets pose significant revenue opportunities — they hold 80% of the world’s purchasing power, 92% of the world’s economic growth, and 95% of the world’s customers. As companies expand their reach, marketers today can’t just rely on the same strategies they used in their home country. You need a powerful global marketing strategy in order to be successful. What is a global marketing strategy?A global marketing strategy creates a consolidated brand vision for your company across multiple countries. It includes your messaging, PR, social media, and events and determines how you position your brand in foreign markets versus what stays true to your brand overall. Your strategy will change based on your overall go-to-market strategy in each local market. Companies typically choose from four main international business strategies:
Global marketing strategies aren’t too different from traditional marketing strategies. What changes is the degree of localization or globalization you choose and what that looks like across your various marketing tactics to increase awareness and demand for your products and services. 5 tips for your global marketing strategyA thriving global marketing strategy gives your team the playbook they need to drive more traffic, leads, and sales regardless of where they are in the world. Whether you’ve set up your marketing organization to work with many smaller local experts or have one overarching global marketing team for your marketing efforts, here’s what you need to know to build a solid global marketing strategy: 1. Know your global audienceMarketing doesn’t need to be complicated, but you need to know why your products or services matter to your customers and what will resonate with them. You can’t be everything to everyone. Even as you expand into multiple international markets, you should know exactly who is purchasing from you and why you would matter to them through extensive market research. You need to know:
The more you know, the easier it will be to define your marketing approach for each new market. As you answer these questions, you should find a maximum of 3-5 clusters or groups of people you serve. Otherwise, you’ll spread yourself too thin, especially as you expand. 2. Think local, act globalA major piece of any global marketing strategy is your localization strategy. The classic adage, “Think local, act global,” applies here, too. Your localization strategy is your plan to translate content on your website, application, or throughout your marketing materials from one language to another. According to a NewsCred Insights poll:
But localization goes beyond the act of translation. It makes your content feel like it was made for your local audience rather than in some corporate office far away. Understanding the nuances of each market (see #1) is just the beginning. Global marketing may seem complicated, but it’s a question of repeating your local strategy across multiple markets while adapting along the way for their demographics, interests, and pain points. 3. Messaging that mattersCan you explain what you do in one sentence? Three words? One word? How about in multiple languages? Creating a solid brand is a considerable part of any marketing strategy, and that requires clarity of purpose — why does your business exist, and who do you serve? Consolidating multiple product lines, services, and audiences into one tagline may seem impossible, but it’s essential as you expand globally to distill your value down to a single universal idea. People don’t buy what you do. They buy why you do it. From your local event managers to your email marketers, your entire marketing team should know why your business matters and the key messaging that resonates with your audience, whether it’s in English, Spanish, or Korean. 4. Design with translation in mindA marketing campaign often has several moving parts, from nurture emails to TikTok and Instagram videos to blog posts and webinars. Your marketing mix may stay the same for each campaign you execute while tailoring your brand assets for the local market. As your designers work on these campaigns, think about how images and colors look and feel different in your target market. Your global brand needs to include this, too — for example, avoiding symbols like a thumb’s up, which means “Great job!” or “Doing great!” in the U.S. but means something much less positive in countries like Greece or Italy. A typical design process starts with the design brief, moves to the copywriter, and then gets handed off to development for final publishing. With translation, though, you want to get ahead of any localization challenges, like text expansion messing up the layout or right-to-left languages throwing off symmetry. Keep your global marketing team running smoothly by incorporating translations directly into the design process, either through technology integrations with design tools through Smartling or engaging in pseudo-translation to understand how your translations will change your overall design. 5. Automate, automate, automateWhat differentiates a good global marketing strategy from a great one? Scale. The only way to achieve that scale is through standardization and automation, especially with multiple markets that have different localization requirements, personas, channels, or messaging. Investing in translation technology can give global marketers an ROI of up to 252%. Don’t get stuck in spreadsheets for translating every blog post or email. Instead, automate the process with a tool like Smartling so you can scale quickly and efficiently and focus on what matters: Your prospects and customers. 5 examples of global marketing strategiesNo global marketing strategy looks the same. But the most successful global marketing strategies strike a balance between building a consistent, well-recognized brand and creating local experiences that resonate with each market. Take these five successful global marketing strategies:
Build a successful global marketing strategy with SmartlingDone right, global marketing can be your competitive advantage. If you’re looking to expand your business globally to find new revenue opportunities, you’ll need a global marketing strategy that includes plans for content marketing, PR, and events. Implementing a strategy like this requires a deep understanding of local markets and the ability to offer localized content at scale. Smartling is here to help you build that global marketing strategy—we’ll take care of everything from finding top-notch local translators to automating your entire localization workflow. Contact us today. Which of the following strategies of handling a brand name when marketing globally is appropriate when the name Cannot be pronounced?The correct answer is (a) Adaptations and modifications
When several companies try to handle a brand name that may have a different pronunciation in another language, they use brand adaptations and modifications as the branding strategy.
What are the strategies to consider in developing a brand name of a particular product?Ideally, a brand name should be:. Short and simple.. Easy to spell, pronounce and remember.. Pronounceable in only one way.. Indicative of the benefits of the product or service.. Easy to adapt to packaging and labelling requirements or to any form of advertising.. Non-offensive or negative.. Unlikely to become dated.. What is brand name strategy?A branding strategy (a.k.a. brand development strategy) is the long-term plan to achieve a series of long-term goals that ultimately result in the identification and preference of your brand by consumers.
What are the best approaches you can use to create a good brand name?Here are 5 tips to come up with a good one.. Gather ideas and brainstorm with your partners to form a list of possible names. ... . Use clear, descriptive, easy-to-remember words. ... . Make sure it's unique. ... . Skip the buzz words. ... . Make sure the name can be carried over to your logo, slogans & taglines.. |