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In this type of relationship, the only cost to you likely will be a share of the advertising revenue in exchange for the shared editorial. You’ll create a win-win situation: content for you, new customers for your partner and shared revenue for both of you.
3. Advertise on country-specific Web sites. You may have a very advanced online marketing program in the U.S.—one where you’ve already invested the time and money to understand your target audience and the types of Web sites they visit regularly.
Why not use that knowledge and apply it to similar sites hosted by companies in the region or country you wish to target? For example, if you have had success selling gardening products via banner ads on self-help sites, then test similar self-help sites hosted outside the U.S. You’ll typically find that advertisements on local sites with similar content perform as well or better than the sites you’ve found to work in the U.S.
Expanding your business outside of your current market applies much of what you already know to a new area of the world. With a bit of strategic planning, it can amount to a significant increase in sales and opportunity without significant risk.
Stacy Berver is president of DM360° Inc., a marketing consulting company specializing in global direct marketing expansion. She can be reached at (410) 336-4394 or via e-mail at stacy@dm360inc.com.
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