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GLOBAL MARKETING FOR BEGINNERS

Divya Singh Srivastava 01-09-2020
A step-by-step guide
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Going global has become an integral part of the growth strategy for many
businesses. It is estimated that cross-border shopping will make up to 20% of
eCommerce in 2022. In today’s digital world, even a startup with little money
can earn a significant revenue with a good global marketing strategy.

Earlier only a few big companies with deep pockets dared to venture globally.

 

These days growing businesses of all sizes consider global marketing to create a
footprint all over the world.

Follow these steps to promote and sell your products or services globally:


1. RESEARCH ABOUT THE TARGET MARKET

This is the first and the most critical step of any global marketing plan. If
you have a website, look at your own analytics and see from which countries most
of your website visitors are from.

Research the:

 * Trends in those countries
 * Market size for your product or service
 * Competition
 * Local substitutes for your product or service

The more effort you spend on this step, the lesser will be the surprises and
hurdles in launching your products in a new country. It also allows you to zero
in on one country to begin with.

Related: Pashmina gives back to the trained craftsmen of Kashmir


2. LOCALISE YOUR OFFERINGS

You may have to customize your product or service depending on the trends,
tastes and pain points of customers in your target country.

You must do research and testing to arrive at the optimum fit.

 

One of the best examples in this area is McDonald’s India. To cater to the
tastes of the Indian customers, McDonald’s for the first time offered products
like:

 * McAloo Tikki Burger
 * Veg Pizza McPuff
 * Other products using spices preferred by Indians



They also removed the products from their international menu which contain beef
and pork. McDonald’s has taken to heart the saying, “When in Rome, do as the
Romans do.”


3. INDULGE IN BRAND PROMOTIONS

People trust those they admire. To increase your brand awareness in a new
market, you can benefit from the help of influencers. These are social media
stars with many followers.

> Reach out to the local influencers and offer free products in exchange for
> their testimonial.

Another option is to request them to endorse your product to their audience
while using it themselves. iFluenz is a great website where you can search and
find the right influencers.

You must also actively engage with your target audience on their favorite social
media platforms, as 37% of customers find purchase inspiration through social
networks.

These days even a small business can create waves on the internet by promoting
good content that makes people stop scrolling.


4. CREATE A WEBSITE TO MAKE YOURSELF VISIBLE ON THE INTERNET

To engage in global marketing, you will need a responsive website so potential
customers can find you.

If you are entering a new market with English as the first language, then you
have the option of using your existing website or creating a separate local
website. A separate country-specific website helps you in:

 * Speaking with your prospect in their language
 * Creating region-specific content
 * Celebrating local holidays with sales

For example, Amazon India promotes the Great Indian Festival on their Amazon
India website this way:



As a comparison, here is how Amazon US promotes their Black Friday Sale, which
takes place the day after the American holiday of Thanksgiving every year:



As you can see, Amazon tailors their approach to the particular market —and you
can too.

Editor’s note: Make your business visible to the entire world with Websites +
Marketing. No tech skills needed.


5. OFFER THE PREFERRED LOCAL PAYMENT METHOD

Customers want to pay in their local currency and therefore you need a reputed
platform that can accept payments in multi-currency and transfer the payments in
your account seamlessly.

There are a number of trustworthy providers in India presently that can offer
these kinds of services like PayPal India, PayU, CCAvenue.

Related: Electronic payment systems — a boon for your business


6. MANAGE SHIPPING AND RETURNS

If you are into eCommerce, then order fulfilment (i.e. receiving, processing and
delivering products) is the core process of your business.

For international transactions, the process becomes complex due to the
involvement of multiple parties, different geographies, and so on. For
cross-border transactions, there are primarily three models of order fulfilment:

MERCHANT FULFILMENT

You ship the product yourself from inventory you manage and store. This method
involves substantial shipping costs and the same should be communicated to the
customer at the time of placing the order.

There are real-time shipping cost calculation APIs that you can integrate with
your website for this purpose. Website builders like GoDaddy’s Online
Store handle this for you.

THIRD-PARTY FULFILMENT

You hire a vendor (possibly in the target country) to hold the goods in bulk and
ship them directly to customers when an order is placed. Obviously shipping
costs are lower in this case, but you will have to pay for fulfilment.

DROP-SHIPPING

You market the product and when the order is placed, you send the details to the
manufacturer who delivers the product directly to the buyer.


BENEFITS OF A GLOBAL MARKETING STRATEGY

Global marketing is about strategizing to extend your business into new markets
across the globe. It is a complete process of:

 * Research
 * Planning
 * Creating
 * Promoting your products in other countries

Expanding your business globally can create immense opportunities for your
business. Here are some of them.

GROWTH OPPORTUNITIES

New markets offer added business opportunities for you. You can start offering
your products to a completely new audience, resulting in an increased topline.

BRAND REPUTATION

Global marketing increases awareness of your business and establishes trust in
your brand. You must have often seen reputed brands like Coca-Cola claiming
proudly that they are present or serving in 200+ countries or so on.



PRODUCT IMPROVEMENT

As mentioned above, moving into a new market requires research on the target
audience. Many times, the product needs to be localized to serve the target
segment in a better way. This allows you to analyze your offerings from a
different perspective and transform them to make them more useful and helpful
for your customers.

> To cater to the needs of the market, Uber started offering a cash payment
> option to its customers for the first time in Hyderabad, India.

After its success, the option was rolled out to several other developing markets
where cash is still the preferred mode of payment over cards. This is a prime
example of how global marketing works.


GLOBAL MARKETING MIGHT BE YOUR TICKET TO GROWTH

Expanding into another country introduces your business to new markets and gives
you the opportunity to get more customers. Before you leap into global
marketing, do proper research and planning including:

 * Identifying a large target market
 * Promote your products to that market
 * Get the supporting infrastructure ready, including payment and shipping

Listen and learn as you get to know your new target markets. Then use that
knowledge to tailor your products or services for them.

Best of luck in your global marketing efforts!

Image by: Startaê Team on Unsplash

#clothing-in #manufacturing-in #leads-in #electronics-in
#websitesplusmarketing-in #business-strategies-in #do-business-online-in
#science-in #grocery-in #exporting-in


DIVYA SINGH SRIVASTAVA

Divya is an ambitious professional with excellent experience in the domain of
teaching and entrepreneurship. She is also the founder of a company that
encourages local craftsmanship of workers in a small city. She is an avid reader
and is also fond of writing. You can find her on LinkedIn.
More Articles by Divya Singh


Need help? Call our award-winning support team at 040 67607600

We love taking your call.


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