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5 Things to Consider for an International Digital Marketing Strategy

A large part of your digital marketing efforts entails the production of digital marketing assets (read as materials) across multiple online channels .i.e. email, websites, social media, blogs, social media, audio, and video.

Since there are hardly any restrictions in distributing digital marketing content to audiences worldwide, it is inherently already an international advertising strategy.

Brand owners or managers must be aware of these 5 steps while pursuing an international digital marketing campaign.

International marketing strategy article by Yogesh Babu - Marketing STrategy
Photo by 2Photo Pots on Unsplash

Step 1 - Finding the right methods to use

Before reading the post, you would've been introduced to 1,000's of digital marketing strategies from people all over the internet. They're all right. You would need to invest time and effort to choose befitting digital marketing strategies to achieve your business goals.


Your campaign effectiveness depends on what you aim to achieve. Notwithstanding, some methods are considered fundamental, they should be implemented regardless of the business type/vertical/industry you are running:

- SEO (Search engine optimization) is about establishing your brand's online presence. It is essentially about putting up information about your brand online to showcase your offering (product /service).

- SMM (Social media marketing) today is considered fundamental. With (almost) every potential customer with a social media account, brands can take advantage of the platform to deliver their marketing messages.


- Content marketing is about publishing your brand content to promote (brand) awareness and support your other marketing efforts. Content can comprise of articles, memes, posts, or videos that allow the brand to unwittingly publicize its product or service. It takes time to create a positive online reputation online and grow. It is not applicable for those who seek quick outcomes and cannot sustain the creation of high-quality content.


- Email marketing is the sending of marketing messaged through email. (Yes, it's true!) However, improper/ineffective use of the channel would not only be a waste of resources but can also result in your brand getting associated with spam. And you DO NOT want that. Email marketing should only be used by those who have the expertise and understand the Pros and Cons of the channel.


Step 2 - Establish your scope

Don't try to reach all or too many international markets at the same time.

Expensive and Risky: Going international with your digital marketing efforts by simultaneously targeting multiple countries at the same time.

Go international by identifying the top markets where you can establish your brand's footprint and gain new customers. Once you have done that, focus and optimize your marketing based on their interaction with your content.


You cannot throw out a one-size-fits-all campaign. Personalise and localize your marketing collateral hat appeal to different cultures for each market. A digital marketing campaign that works in India, for example, is unlikely to work in the Scandinavian countries.


It is recommended to start small, then expand as you see fit. Study your options and let the success of your initial campaigns be a guide to choose to grow markets where your product or service can make a big impact.


Step 3 - Flexibility and scalability

Create and execute an adaptable digital marketing strategy for your brand. The international market is never homogenous. You need to customize and update your approaches depending on the ever-changing situation on the ground.


Further, your plan needs to be scalable. Avoid creating a plan that is too anchored on certain personalities, places, pop culture references, or competing products.


Step 4 - Build relationships

Your goal should always be to build relationships with your target audience and make them feel involved to opt for your product or service.


Emphasize customer connection. Your marketing efforts should be made as intimate as possible. Be responsive to inquiries and complaints. To attract new customers in a new geography, it helps to invest in a multilingual customer service team. Your prospective customers are likely to develop a positive first impression when their concerns are addressed in their mother tongue.


Step 5 - Monitor and evaluate

Review your marketing efforts every quarter with clear OKRs. If not, sooner. Document the implementation plan and assess the performance. Also, record the progress of the courses of action should your marketing efforts not achieved or overachieve the intended results.


Conclusion

A successful plan does not have to employ all digital marketing methods. What is important is to develop an efficient strategy that deliberately but effectively reaches your intended audiences by region or country.


Thank you

Yogesh Babu


PS - Do share your thoughts on the article in the comments below. I will respond to you as soon as I can.

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