If you are following our miniseries “Marketing and …” you should know by now that expanding into new markets isn’t just about translating content. It’s about making your brand feel right at home.
Think of it like throwing a party in a new country: you wouldn’t serve hot dogs at a sushi bar, blast country music at a techno club or greet guests with a hearty handshake where a bow is expected. To avoid being that clueless host, here are the extra steps marketing needs to take to win over international audiences – and make sure your global party doesn’t end in awkward silence.
Before diving into a new market, you need to do your homework, because what works at home might flop abroad. Start by studying consumer behavior, cultural norms and local competitors to understand what makes your target audience tick. Identify trends, purchasing habits and messaging that resonates, so you’re not selling snowboards in the Sahara. And don’t forget the legal fine print. Data privacy laws, ad restrictions and regional regulations can make or break your marketing strategy. In short, think of it as getting to know your audience before asking them out. You don’t want to show up with the wrong gift!
Words matter, but how they’re said matters even more. Simply translating your content won’t cut it. You need to adapt your brand voice so it feels natural and authentic in each market. This is where transcreation comes in, ensuring that taglines, ads and CTAs don’t just make sense but actually connect with local audiences. And be careful, not every joke, idiom or reference translates well (just ask anyone who’s tried to explain why “raining cats and dogs” doesn’t mean a pet apocalypse). The goal? Make your brand feel like a local, not a lost tourist with a bad phrasebook.
If you want your content to be found, you have to speak the search engine’s language. That means researching local search trends and keywords, whether it’s Google, Baidu, Yandex or another platform that dominates the region. But it’s not just about plugging in translated keywords. You need to adapt content for regional algorithms and ranking factors. And don’t forget about how people search. Voice search and mobile-first strategies are key in many markets where smartphones are the primary way people browse. Bottom line? If your SEO strategy doesn’t match local habits, your content might as well be invisible.
Looks matter in this context! Especially when entering a new market. A design that works in one country might miss the mark (or even offend) in another. That’s why it’s crucial to adapt imagery, colors and layouts to align with local preferences. From right-to-left layouts for Arabic to avoiding colors that have unintended meanings, every visual element should feel natural to the audience. Using regionally recognizable symbols, faces and cultural elements also helps build trust and relatability. The goal? Make your brand feel at home, not like a guest who redecorated without asking.
Social media isn’t one-size-fits-all. What works on Instagram in the U.S. might flop in China, where WeChat reigns supreme or in Japan, where LINE dominates. To truly connect, brands must prioritize the right platforms and tailor content to fit each region’s digital habits. That means adapting creatives and copy to match local humor, trends and sensitivities. Nothing tanks engagement faster than a culturally tone-deaf ad. And don’t forget the power of local influencers and content creators. They can give your brand instant credibility and help you avoid looking like an outsider trying too hard.
If you make it hard for people to pay, they simply won’t. That’s why offering regionally preferred payment methods (like Alipay in China, Paytm in India or Klarna in Europe) and local currencies is essential for conversion success. Pricing also needs a local touch. What seems affordable in one country might be out of reach in another. Adjusting pricing strategies to match local income levels and consumer expectations is key. And don’t forget the fine print. Currency conversions and tax regulations can impact final costs, so transparency is a must. After all, no one likes surprise fees – especially when they’re trying to give you money!
Great products need great support. Especially when you’re catering to a global audience. To keep things running smoothly, ensure multilingual customer support through chatbots, FAQs and live agents so no one is left feeling lost in translation. It’s also vital to engage with local forums, review sites and social channels, where customers are talking about your brand. By joining the conversation, you can address concerns, share updates and build loyalty. And don’t forget to offer region-specific promotions, events or loyalty programs that speak to local needs and values. A personalized touch goes a long way in turning customers into brand advocates!
When it comes to global marketing, nothing is set in stone. Test, iterate and adapt are the magic words. Run A/B tests on messaging, visuals and CTAs across different regions to see what resonates best. Collect and analyze local user feedback and engagement data to spot trends and tweak your approach accordingly. And remember, staying agile is key. What worked in one market last year might need a total revamp today. Markets evolve, trends shift and what’s cool in one place can quickly become outdated in another. Flexibility and continuous learning are your best friends in the world of global marketing!
Phew, that was a lot! Here a quick summary:
Deep-dive market research
- Study consumer behavior, cultural norms and local competitors.
- Identify trends, purchasing habits and what resonates with audiences.
- Understand regulatory restrictions (e.g. data privacy laws, ad restrictions).
Localized messaging and transcreation
- Adapt brand voice to feel natural in each market.
- Use transcreation instead of direct translation for taglines, ads and CTAs.
- Avoid cultural missteps – not every joke, idiom or reference translates well!
Market-specific SEO and keyword strategy
- Research local search trends and keywords (e.g. Google, Baidu, Yandex).
- Adapt content for regional search engines and algorithms.
- Consider voice search and mobile-first strategies where relevant.
Localization of visuals and design
- Adapt imagery, colors and layouts to suit local preferences.
- Ensure UI/UX aligns with regional expectations (e.g. right-to-left layouts for Arabic).
- Use regionally recognizable symbols, faces and cultural elements.
Tailored social media and advertising
- Prioritize platforms that matter (e.g. WeChat in China, LINE in Japan, WhatsApp in Latin America).
- Adjust ad creatives and copy to match local humor, trends and sensitivities.
- Partner with local influencers and content creators to build trust.
Local payment methods and pricing
- Offer regionally preferred payment methods (e.g. Alipay, Paytm, Klarna) and local currencies.
- Adjust pricing strategies to match local income levels and expectations.
- Consider currency conversions and tax regulations in different regions.
Customer support and community engagement
- Provide multilingual customer support (chatbots, FAQs, live agents).
- Engage in local forums, review sites and social channels.
- Offer region-specific promotions, events or loyalty programs.
Test, iterate and adapt
- Run A/B tests on messaging, visuals and CTAs in different regions.
- Collect and analyze local user feedback and engagement data.
- Stay agile – what worked in one market last year might need a total revamp today!
Expanding into new markets isn’t a copy-paste job. It’s more like dating in a different culture. Show up with the wrong moves and you’ll get ghosted. The brands that win don’t just translate – they transform. Blending in like a local without losing their unique charm. So, do your homework, hire local experts and test everything (because what’s hilarious in one country might be mildly offensive in another). Bottom line? If you wouldn’t show up to a French dinner party with a bucket of fast food, don’t launch a global campaign without tailoring it first.
Overview of the “Marketing and …” series:
Marketing and the globalization factor
Marketing and transcreation
Marketing and the importance of international markets
Marketing and the extra steps to take to embrace other markets
Marketing and achieving the best results for international markets
Marketing and the factors to measure international success