The 5 Challenges Of Digital Export
Make it stand out
Whatever it is, the way you do your international digital market can make all the difference to your successful market entry.
What is a Digital Export
Digital export is essentially the making use of digital marketing strategies in your export business. Digital marketing is key to the promotion of goods and services globally.
1. Too much Noise
When you are trying to digitally market your brand internationally, you are now competing with so much competition and if your advertising spend is low, your brand can be absolutely swallowed up. Many brands get lost digitally when they go international because their spend is not high enough and cannot reach all the different markets. About 93% of all interactions on the internet take place through search engines3, so companies need to spend time getting their Search Engine Optimisation correct for International markets. SEO should be a core part of your digital export strategy.
2. Social Media Strategy
The other main part of digital export is the use of Social Media but again for many companies when they go International, their SM strategy is ineffective because they have only one social media strategy. If a company can get its international social media strategy correct, they will find that market entry is considerably easier and more successful.
3. Too many languages
As a company starts to export and/or move into international markets, language can become a major issue. Translating the (main pages of a ) website into a few core languages is a good idea but posting on each social media network in various languages can be challenging. As the translation might be alright but the translation can be culturally wrong and hence the message is wrong. At the beginning stick to English and if English is not your mother tongue, keep the post short and the message simple.
4. Customisation of Messages
Your customers want everything to be personalised, especially the offers, but as you grow internationally, it is much more difficult to know what your international customers want. Work with your local partners to understand more about those customers so that you can customise your message to them.
5. Omnichannel Marketing Approach.
A lot of companies struggle to deliver an omnichannel marketing approach in their home market. According to research by Salesforce, 74% of customers have used multiple channels to start and complete a transaction. But as you move into international markets, the need for an omnichannel approach does not diminish, it has actually probably increased as you need to get your whole digital strategy uniform so that your customers have the same experience on whatever channel they have interaction with your company.
To successfully navigate existing and new markets, you need the right digital marketing team in place to ensure that you can ensure that you capitalise on any opportunities.
OpenVentures is a global export consultancy which will help you quickly connect with the right partners in your new market. If you are looking for international marketing professionals and would like a bespoke export consultancy plan, please get in get in touch sales@openventuresconsulting.com