Tips for International Marketing

Parlez-vous fran ƒ §ais? Sprechen Sie Deustche? Promoting a U.S. business on international search engines isn't solely about using the appropriate language. Referencement.com, an international search engine marketing agency based in France, shares a few tips on how to achieve success with the European audience. These may very well apply to other continents as well, including Asia and Latin America.

Sell Brand over Price

Perhaps Americans have had several years of shopping online and are comfortable with the buying process. Or, maybe it's part of our culture to "find the best deal" wherever we shop. This is not to say that international shoppers aren't seeking good prices on the web, but apparently, it's not their number one concern ‚ or at least when U.S. companies are competing with domestic brands. American companies with well-recognized brands can achieve success, but the first secret is to market their famous names instead of price.

Soften the Promotional Pitch

When it comes to business, Americans are quick to discuss proposals and associated fees. A relationship between two companies begins once the contract is signed. When I worked in France, I observed that developing a relationship preceded any business transaction. If other countries operate like the French, then I can see how the American style of business can seem aggressive .

Referencement.com recommends that U.S. companies can forge a relationship-style approach to marketing by providing more information and softening their "buy now" rhetoric. History, quality, ratings, testimonials, and benefits are strong buying incentives to use that don't appear pushy. A promotional offer shouldn't be used as the main selling point, but it can certainly close the deal.

Think Localization, Not Translation

Using a foreign language in your search engine listings and on your respective landing pages isn't enough to win over global customers. There are idiomatic expressions that automated translation tools don't address. Additionally, new photos might need to be commissioned showing that culture's lifestyle, not an American one. These differences in language and images, if overlooked, can be unsettling, if not offensive, to the local consumers. All of the creative components of a search engine campaign ‚ from ad listing to landing page ‚ should be tailored to a particular regional audience. U.S. companies that then go even further and offer an international sales or customer service office become more appealing than a U.S. competitor who appears, and is, so far removed from their international customers.

U.S. companies with international marketing divisions are well acquainted with these challenges, as well as a myriad of others. American marketers who are ready to step into this arena for the first time, and are comfortable with the aforementioned challenges, are probably now wondering "On which international search engines should I start?"