Being a new market entrant often means that you need to compete with brands that are already established there. Here are the top 3 frequently asked questions by international marketers, answered:
● How do I penetrate a market dominated by established brands?
● How do I win customer trust in international markets?
● How do I run effective marketing campaigns in new markets?
How do I penetrate a market dominated by established brands?
Your brand strength is likely to vary from market to market. To drive business growth in international markets, a good place to start is by ensuring you have sufficient brand awareness in the minds of your audience.
Balance your brand and demand marketing efforts
Research recommends investing 46% of your marketing budget into brand awareness and 54% into demand generation. This helps nurture cold prospects into warm audiences. Plus, on LinkedIn, audiences who receive both brand and acquisition messages are also 6x more likely to convert.
This is how Innodisk did it:
● Challenge: To market globally to niche audiences and drive business
results efficiently
● Solution: Adopted a full-funnel marketing strategy on LinkedIn to
nurture audiences from awareness to conversion
● Result: 143% increase in website traffic, including 88% new visitor traffic
● Challenge: To market globally to niche audiences and drive business results efficiently
● Solution: Adopted a full-funnel marketing strategy on LinkedIn to nurture audiences from awareness to conversion
● Result: 143% increase in website traffic, including 88% new visitor traffic
Understand the local buyer psyche and preferences
International audiences may have different needs, preferences and behaviours. Install the free LinkedIn Insight Tag on your website to unlock demographic and behavioural insights to better understand your audience and refine your marketing strategy accordingly.
How do I win customer trust in international markets?
As you grow your brand’s share of voice, consider localising your LinkedIn presence. This can increase message resonance and highlight that your brand understands, and is committed, to serving the local market.
Customise your LinkedIn Page in 20+ languages
This allows your Page’s name, description and tagline to be displayed in your audience’s language setting. Learn how to customise it here.
Target your organic posts on LinkedIn
When sharing updates on your LinkedIn Page, you can set the targeting criteria by language, location, industry and more, to speak directly to followers in different markets.
Integrating your organic and paid strategy can produce stronger international marketing results.
How do I run effective marketing campaigns for international markets?
Many marketing strategies, such as those anchored in high-value content, can work equally well in your home and international markets. A test-and-learn mindset can help you understand how local nuances, if any, come into play.
Create separate campaigns for localised marketing
Understand what resonates best with audiences in different markets by creating and testing different campaign approaches. This could include localising the language of your creatives to ‘speak’ directly to audiences.
This is how Freshworks did it:
● Challenge: To nurture audiences in international markets over a long
sales cycle
● Solution: Localised its campaign for German audiences in the
German language
● Result: 55% lower cost-per-lead and higher engagement rate
● Challenge: To nurture audiences in international markets over a long sales cycle
● Solution: Localised its campaign for German audiences in the German language
● Result: 55% lower cost-per-lead and higher engagement rate
Freshworks uses personalised and localised campaigns to engage international audiences
Freshwork’s demand generation strategy in international markets is anchored in its ability to accurately identify, engage and nurture the entire buying committee over a long sales cycle.
● Challenge: To nurture audiences in international markets over a long sales cycle
● Solution: Localised its Conversation Ad campaign for German audiences in the German language
● Result: 55% lower cost-per-lead and higher engagement rate
Build your brand in the minds of international audiences now