This week at the International Business Accelerator, we talked about international marketing and why so many companies get it wrong.
Here are four of the mistakes that I see people making all time when it come to international marketing.
They fall into the #1 trap of international marketing
They think they can “copy, paste”
When believe that international markets are just like the domestic market, they assume that they can take whatever marketing strategy works at home and apply it straight up in the new market … with the same results.
Unfortunately for them, Although international marketing operates from the same core marketing principles as domestic marketing, it is fundamentally different in practice.
They don’t nail down a traction channel
They don’t bridge the language and culture gap
The result: An international strategy going nowhere fast
So … now what?
As a rule of thumb, it’s best to approach new markets by assuming the new target segment is both very dissimilar to you and different from all other market segments you serve. You may be pleasantly surprised to find out otherwise, but starting from this perspective helps keep you safe from rookie mistakes.
Once you’ve appreciated how different international markets can be from your domestic market, take the time to research and implement a strategy that’s going to work for that market. Consider which channels are likely to be appropriate, test and measure a few and when you find one that works, stick with it wring every last drop from it.
Finally, make sure that you do your homework on language and culture, so that whatever marketing strategy you end up creating lands with a bang and a cheer, not a whimper or a massive explosion.