Nuts & Bolts: Global Update
If you have a Web presence and a universally applicable product, chances are you’re already running an international business. But have you given any thought to maximizing this opportunity with deliberate and targeted marketing efforts?
Don’t leave potentially easy money on the table. One of the quickest ways to “globalize” your efforts is through effective online marketing. It’s cost-effective and yields immediate results—with a response curve that is much shorter than direct mail or other print-based channels. Here are three steps to start you on your way.
1. Engage in local search engine marketing. While search engine marketing is growing increasingly global, developing a local focus is a very effective means for growing your business. This requires you to actively promote your Web site with local, country-specific search engines.
If I’m a British citizen searching the Web for a product or service, it’s quite likely I would use a local search engine. If you’re not buying keywords on the international equivalents of Google, Yahoo! or other sites, your Web site won’t appear in local search results, which means potential customers residing outside the U.S. will never see your Web site as an option.
In most cases, the same keywords you’ve found to perform in the U.S. also will work with other country-specific search engines. In fact, some of the more attractive words you may shy away from bidding on in the U.S. because of cost may be available at a lesser cost outside of the U.S.
2. Introduce editorial content. Consider co-branding editorial with partners who are willing to share. Many direct marketing companies—regardless of the product they sell—have begun seeking out editorial commentary to share with their customers. They’ve wisely figured out that the more contact they have with their customers, the stronger the relationship. And stronger relationships reap greater ancillary buying habits on the part of customers.