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Global Communication Strategy – Proper Planning

Any serious business owner always dreams of taking their company global. And once their business is successful within their local market there is no reason why they shouldn’t move to new international markets.

If you run a thriving business and decide to go into foreign markets one of the key things you should develop as you start your journey is a multinational communication strategy. Having this type of communication strategy is important because you cannot continue to use the same strategy you used in your local market. Doing so could see you fail in your venture to conquer the global market with your products from the start.

Whichever market you enter communicating effectively and in a manner expected by your customer is critical and cannot be overlooked. With a clear communication plan, you’ll know a country’s native language which you must use to reach your target audience and convince them that your products or services are worth buying.

So how do you come up with a global communication strategy? Here as some tips to help you do that.

Know Your Market

Once you decide to extend your marketing worldwide you must take time to understand the people you’ll be trying to get to buy your products. Assuming what works for the US market will work in Spain or China is a big mistake.

Every country has its own norms and behaviors which influence how marketing messages are relayed. Knowing these norms and behaviors will make it easier for you to have a marketing plan that works.

When researching a market also look at gender, professions, age, interests,  devices they use to browse the internet and so on. Most importantly get to know more about their native language.

In the translations service business, we always advise companies going global to translate their content to the languages of markets they enter. Doing so has been known to make locals more receptive to a brand.

Decide On Your Content And Its Distribution Channels

After researching about your potential customers you can begin the process of creating content for particular markets. The content you produce can be blog articles, product reviews, case studies, videos etc. This content can be distributed in various ways:

  • You could post it on your business website. If you don’t have a blog you should create one ASAP!  Statistics by ThriveHive show “ The custom content from blogs warms prospective customers up to your business. Businesses that blog generate more leads than businesses that don’t.”
  • If you want to do more videos you can use platforms like YouTube. Video content is good as potential customers get to see your products in action. This can greatly influence their decision to buy from you.
  • To reach customers directly you can ask visitors to your website to subscribe to your emails. This way you can send them content like newsletters informing them of your products or services directly to their inbox.
  • Social Media. This is a great way to distribute your content be it blog articles, images or videos. There are over 3 billion people using social media today so this is definitely a good marketing tool. However, be sure to know which social media platforms are popular in a country. For example, Facebook may be a good choice in the US market but not in Russia. VKontakte, a Russian social networking service is more popular there and would work best for you if you’re going after the Russian market.

Measure The Communication Strategy Success

You cannot know if you’re succeeding to reach customers if you don’t evaluate your performance. You can evaluate your strategy by using tools like Google Analytics which is a free tool. This web analytics tools will show you if your paid advertisements on Facebook or YouTube are generating the right social media traffic for your website.

Looking at the number of likes, shares, retweets, views on your social media platforms will also give you an idea of how well you are interacting with the target audience.

When monitoring you aim is to see that you’re efforts are paying off and you’re getting a Return On Investment (ROI). If you are not don’t despair. Any marketing campaign usually has a learning curve so get the key lessons from your failures and improve on your next campaign.

There are many other things involved when creating a global communication strategy. These are just some of them. One thing I would like to emphasize as I finish is ensure you work with professionals to develop your strategy. Hiring a translator who understands the language and culture of customers, for example, will be a worthwhile investment that will pay off in the long run.

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