Why go global with your customer reference program? Because sales and marketing teams—not to mention customers—expect relevant information immediately. Sales and marketing materials, including references and reviews, don’t just need to be business-appropriate. They also need to be culturally and linguistically appropriate.
Businesses can increase sales and accelerate the sales cycle by influencing current and future customers through the use of third-party validation. No matter where a customer is within the buying cycle, you need to have a variety of references available for the different stages and different personas in each step.
Direct marketers need to be educated about cultural taboos in branding, naming, advertising and marketing to avoid mishaps. These tips can be applied across the continuum of marketing channels, including social, email, websites, applications, reference programs and sales programs to help brands to successfully connect with customers around the world with a consistent, positive and targeted message. Here are a few additional examples of why local insight for global campaigns can be so important:
- Email: Direct marketers need to understand local cultures and traditions so that they can properly time their communications. For example, customers in the U.K. can receive communications on July 4th, and customers in India won’t open communications delivered during the Cricket World Cup.
- Social: Consider the impact of location-based marketing and social media. Centrally managed global marketing campaigns must consider the additional context that location provides and should deliver content that is locally authentic.
- Content: All English is not created the same. For instance, consider American English vs. British English.
- Mobile: Direct marketers need to remember that not everyone has a smartphone. They need to use the right mobile technology to reach their audiences. Text messaging is still a very important part of mobile marketing.
There are three approaches to building a globalized marketing program: