B2C and B2B e-Exporting: it’s not what you know, it’s who you know
It’s easy to assume that marketing your business across the world via digital channels is both quick and easy. The Internet is the World Wide Web so you will reach everyone in one hit, right?
So you can just configure your website so that the products you think are right for specific regional markets are most prominent, OK?
And if that feels a little simplistic, then you could always think about translating your English language site content into target market local languages and try that, couldn’t you?
Well, to be successful in local markets, all of these things will need to be addressed, but to be truly successful in either B2B or B2C in local markets, you will need to apply more localisation to your website and your offering.
This is the point where you need to turn the telescope around, and analyse the local market and target audiences with precision: you understand your products and services, but what do you really know about the target audience?
And by extension, what do you know about what they want from you?
The simple fact is that if you don’t have answers to these two questions then there is no point in proceeding, because you are about to waste quite a lot of time and money going nowhere. For example, if you’re in the B2C space and thinking of utilising China’s TMall as a marketing channel, then you’re about to spend around $25,000 in fees, so mitigating risk becomes a critical issue.
So how do you mitigate these risks? The only answer to this is to ensure that your digital marketing agency has focused target market research capabilities and can offer you the relevant market insights to assist with the development of a scope of work for relevant and effective market analysis.
This research and the results it delivers will give insight into considerably more than basic issues such as product or service line configuration or local language website content preferences.
Apart from these basic points, it should also deliver much higher level analysis on areas such as target market Marketing Automation responses to varying programme practices and the related sales success levels associated with these.
This sort of information may seem unfathomable to you right now, but whether you are in the B2B or B2C space, this type of analysis and resulting big data is going to make the difference between success and failure in new markets, so is certainly worth implementing early in the planning cycle.
The fact is e-Export is not without its problems, but if your chosen digital agency has good, rounded transnational or global marketing experience and expertise, they will be able to help you navigate to a successful, profitable outcome.