After a successful run focusing on local or nationwide clientele for your business, it’s natural to think of digital globalization as your next step. Obviously, only businesses that sell products online or intend to open new branches in other countries to offer services benefit from globalization, but for those who do want to access a foreign market or several foreign markets, the results tend to be well worth the effort. It is possible to expand your search engine marketing to target a global market in a manageable, easy-to-implement fashion.
EMarketer predicts that the total amount of money spent on online advertising will outgrow the amount spent on TV advertising in 2017. If your business’ marketing budget is already stretches as far as it’s able, divert funds intended for other forms of marketing to SEM globalization. Take a look at what’s not performing as well – TV, radio and print, for example – and shift all or a portion of those funds to globalization instead. That way, you don’t have to drum up more financing and you won’t be at a huge loss if your initial globalization experiments don’t work out as well as you planned.
Zero in on a Handful of Countries
When considering globalization, your instinct might be to go wide – to target as much of the globe as possible. However, that will stretch your limited marketing budget and resources too thin too quickly. Start by zeroing in on three countries maximum – or even one country at the beginning. Use research data and sales from comparable businesses in the industry that have already gone global to determine which country or countries to target first. Do research into the shoppers in those nations; particularly in how they differ from the American shoppers you’re used to targeting. For example, French consumers may put more emphasis on fashionable clothing instead of affordable threads.
Look at What Works Domestically
The strategies that work best for your business in domestic markets will work best abroad with some small tweaks. For example, HubSpot reports that 61 percent of global Internet users research products online. It’s a universal trend, and chances are, your SEM already targets consumers who are attempting to research the types of products you sell. Use these same strategies but change geo-targeting keywords to cities in the nations you hope to reach, and translate the keywords into other languages as necessary. (If you really want to keep globalization manageable, though, you might want to at least start with only other nations that use English.)
To get a better handle on your global SEM efforts, start by focusing on one to three other countries. If these efforts work to introduce buyers from other countries as well, all the better, but you’ll see the best results if you narrow your focus and try different strategies in specific markets. Keep your SEM strategies manageable; work your way up to globalizing more of these strategies over time, and you’ll find that your globalization efforts are successful.