More than 95% of the world’s companies and industries operate outside of the United States.* Exporting provides the basis and the impetus for your company to reach the exciting and lucrative global market! As you pursue and widen your exporting initiatives, you will acquire a wider client market. These new clients will grow your bottom line, use your production capabilities fully, and increase competitiveness across all markets.
Many businesses are delighted to discover that as they strengthen and grow in foreign markets, they also strengthen and grow their domestic market share as well. Indeed, U.S. companies are driving the capital investment, R&D and international trade that support economic growth and well-paying jobs here in America. Their success in America increasingly hinges on their being globally engaged. This global engagement boosts hiring, investment and R&D in their U.S. operations.
Businesses and manufacturers must also consider the marketing aspect. International marketing and SEO is no longer an option, but a strategic imperative if they want to be successful when exporting. Here are five points to implement into your international inbound marketing plan when choosing to export:
1. Have Your Website Translated. Having your website translated into other languages is a huge advantage to marketing to an international audience. Do not solely rely on translation tools to generate your international content. Use human translation to create local language websites. Create a multilingual keyword list incorporating keywords for local trends and interests. Be sure to incorporate important keywords into web content, social media posts, press releases, email campaigns. All should be translated to fit the local and regional markets. (Net Site Marketing can translate your website.)
2. Choose the Right Search Engines. Figure out which search engines are most popular in the particular markets you are targeting. While you can reach many English-speaking customers via search by advertising on the top three search engines in the U.S. — Google, Yahoo and Bing — international use of search engines varies. For example, most every industrialized country enjoys its own version of Google – and it is nearly always the most popular search engine. However in China, Baidu is tops. Google is not available in China (as of the date of this blog post).
3. Test Pay Per Click Advertising. If you want to increase your company’s sales and brand awareness, implementing pay per click advertising has proven to be a highly effective direct marketing tool. This is particularly so, if the ads are linked to e-commerce webpages, are creative, and include a call-to-action. It is important to note that the ads need to be in the native language of the targeted global markets.
4. Utilize Social Media. For information on the variety of top social media websites around the world, StatCounter Global Stats is a great way to compare search engines and social media networks by country and region. The following webpage displays a bar graph showing that Russia’s Yandex is giving Russian Google a run for its money: StatCounter Search Engine Stats: Russian Federation
5. Create & Market Videos. Videos have long been considered trust-builders among online audiences. Consider creating local language versions of your videos for your key international markets and audiences.
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