It’s exciting to get a few orders from overseas for your product. Is it possible you can go international? The short answer is maybe. There are a lot of factors that go into breaking into international markets that you need to take into account. International marketing isn’t for the faint of heart. For those who do it right, they can see their business expand beyond borders and expectations.
Find Out Where There Is A Market For Your Product
A few orders does not make a market. Research to find similar products and learn how well they do in the area where you are targeting. Does your product not exist in that region? While it may seem like a great opportunity, it could be because there is no need for such a product or introducing it might require an educational campaign to get the word out.
Is It Feasible?
Does your product ship well? Is it cost effective? These are all hurdles you will have to overcome once you decide there is a market for your product. Not just cost, but local laws and other red tape you may have to take into account when dealing with international markets.
Adapt Your Marketing Strategy
Different cultures have different sets of values, customs, and views about what is acceptable and what is not when it comes to how they interact with businesses. This is where you should not skimp on research. Is business more formal or informal? Are certain topics or messages you promote your brand with taboo where you are looking to expand? What is okay in the States, as far as marketing goes, might be offensive to other cultures. Be extra careful to make sure your messaging is appropriate for your new market.
Not only is crafting your messaging appropriately important, but acknowledging that the sales process might be different in other countries. What constitutes as a luxury or what is even considered expensive may vary depending on the region.
Make Sure There Is A Need For Your Product
The problem your product solves might not even be considered a problem in the area you are looking to break into. If you are already getting some sales from these regions, do your research to see how they are using your product. Don’t assume they are using it in the same way or for the same reasons as local buyers.
While many aspects of the customer journey may be different overseas, trust is one thing that is universal when it comes to sales. If customers don’t trust your product, they won’t buy it. So, how do you build trust in an international market? Partnering with already established companies, creating affiliate programs, and reaching out to local businesses can help you build trust in a new market.
Making the jump to take your product international should not be taken lightly. It requires lots of research and planning before you even begin to start working on a marketing plan. Once you decide to expand your reach, just make sure you take everything into consideration.
The main difference between Marketing vs. Sales is where in the customer journey they are in. Think of Marketing as a marathon and Sales as the sprint to the finish. Both look at higher sales as an end goal, but marketing encompasses so much more of the customer journey process.
Marketing Starts With the Brand
Often before the product is the brand. The brand is the face and voice of the product. It is what people base their decisions on and eventually come to trust. A clear brand is essential for any marketing team to have. At the center of the brand is the core values. These are what the brand promises, which usually don’t change despite, voice, image and tone adjustments made during re-branding.
Sales will use these core values as selling points. They usually don’t have a say in what the brand is or what message it is conveying. Their responsibility is turning the marketing team’s messaging into selling points to sell to the customer.
The What: Product Comes Next
Both Marketing and Sales will find product to be essential to their process. Without a product, there is nothing to sell. Marketing finds out what innovative products will come to market and what features need to be highlighted to the consumer.
Sales will have to find a way to show how the product and its features fit into the lives of their customers.
The Who: Finding An Audience Is Key
Even toilet paper is marketed to a specific audience. No matter what the product is, an audience needs to be identified. This job is usually handled by the marketing team after going over the data obtained by the sales team.
Sales is responsible for reaching out to the audience and selling the product on a much more intimate level than marketing.
The When, How, & Where: Advertising
Marketing figures out what channels the product will be marketed to, usually based on where their audience is found. They will come up with what the messaging will be, what the ads will look like, and where the ads will be displayed.
Sales usually finds people on a much more personal level through marketing avenues such as lead pages. They’re responsible for contacting the individual in this part of the process, where as marketing attacks the audience as a whole.
The Finish Line: Conversions
If the marketing does it’s job right, the sales team should have an easy time selling the product to the consumer.
In the final part of the customer journey, the sales team kicks into high gear showing the marketing team what they’re made of. Tasked with making the individual conversion, they are the main contact people have with the brand. This is why a good sales team is essential, even though they come at the end of the process.
Those are the main differences between Marketing vs. Sales throughout the customer journey. They often work hand in hand, but the differences between the two are clear. Even the smallest of businesses should take note of when it is time for marketing and when it is time for sales.
It’s 2019 and just like your business needs a website, your business should have some form of Facebook presence. With over a billion regular users around the globe, Facebook is one of the largest social media platforms. Since social media is such a different form of media, businesses often have a difficult time adjusting their message to fit a digital audience in a social setting. Once you get it, however, it’s not difficult to build and maintain your presence on the social media platform. So if you’re new, welcome to Facebook and let Lead Gen Hype be your guide.
Step One: Set Up A Business Profile
To set up a business profile on Facebook, you must have a personal Facebook page. You can set up more than one business page per account, so if you own multiple businesses, you can access your business pages all from one personal account.
– Get Your Profile Page Looking Sharp
Your profile page serves as the virtual storefront on Facebook and should look professional. Check out other business pages, including your competitors, to get an idea of what yours should look like. Your business’s profile picture should be a clear, crisp picture of your logo. You can get a bit more creative with your header image. If you aren’t a graphic designer, free sites like Fotor or Canva can help you easily design a Facebook cover photo that is appealing and brand appropriate.
– Add Your Information
The more info you add to your “About Us” section, the more trust you will build. Don’t forget to customize your Call To Action button. This button can be customized to send an email, make a phone call, or send users to your website. You should choose whichever call to action is most important to making a sale.
Don’t forget to add your email, phone number, and website to your page. Hours of operation are also a helpful tool for customers who wish to get in contact with you.
– Invite Your Friends
You are able to invite your friends on Facebook to like your page. Encourage them to get their friends to like your page too. When someone likes your page, they will be able to see your posts.
Step Two: Make A Post
Facebook is not the place to make the hard sell. A page that is too salesy usually doesn’t get many engagements. Branding is important. You should always maintain your voice when posting, but remember to change to a less formal tone. Be personable and relatable, and post content people want to engage with.
– Good Post Ideas
- Pics from inside your store or shop showing the work getting done.
- Is it someone’s birthday? Want to highlight an employee’s great work? This is the perfect place to share it.
- Participate in any community events? Great, post about it!
- Useful industry information your customers should know about.
– Why Post Quality Matters
Facebook doesn’t deliver all of your posts to everyone who likes your post, just about 2 – 3% of them. If these people like or interact with your page, then more people will see it.
Video often gets more engagements than plain text or photos. A Facebook video doesn’t need to be a Hollywood level production to be a good. You can record yourself talking about a new product or something interesting that is going on in your company on your cell phone and post it. The more relatable you are the better
Step 3: Grow Your Page
Growing your Facebook takes a bit of work. You can encourage your customers to like your page in many ways. Here are just a few:
- Offer discounts/special deals for people who like your Facebook page.
- Run a contest that requires users to “like”, “comment”, and share a particular post to enter.
- Encourage your employees to like and interact with your page to increase the reach your post gets.
Join small business groups and other community groups on your personal Facebook that allow people to advertise their services. Be sure to like other people in your group’s pages as well. Many times in community groups, people are looking for recommendations for businesses and services, and you don’t want to miss an opportunity to reach out to them.
Step 4: Set Goals & Create A Strategy
Like with any marketing campaign, it is important to set goals and create a strategy for your Facebook, whether it be posts, engagement, likes, or shares. Dedicate time each week to posting (between 1 and 3 times a week is best) and interacting with your followers and track your progress using insights.
Now that you are set up on Facebook, you can explore things like Facebook advertising and selling things on Facebook shopping. Take time to learn the platform and figure out what others are doing before you jump right on in. Listen to the conversations people are having and join in. Welcome to Facebook, now it’s time to grow your business.
If you don’t have marketing, you might as well not have a product to sell, because who will know about it? Marketing goes beyond mere advertising and research, it decides what encompasses everything a brand is. The marketing landscape has changed so much in the last 10 years. Customers are demanding a more tailored experience and with the rise in the ability to collect an unprecedented amount of data, businesses are able to deliver.
A few posts on Facebook and an email campaign are not going to cut it anymore. Every business no matter how small, must have a detailed marketing strategy or risk failure. So, how does one build a marketing strategy? It isn’t as difficult as one might think.
What Are You Marketing?
If you can’t explain your product or service in one sentence, you are in trouble. In order to have a business, you must offer something somebody not only wants, but is willing to pay for. It seems like a no brainer, but many brands fail right out of the gate because they are not sure what they are actually offering customers. You need to know your product or service is in context with your market. Is your product offering convenience, safety, savings, or status? The first step towards marketing your brand is to know the product you are selling.
Who You Are Marketing To?
One of the biggest mistakes businesses make is thinking their product is for everyone. Even if you are selling toilet paper, you will need to pinpoint your exact target market. Figure out who exactly is using your product. What are their needs? Their values? What does their day look like? Answering these questions will help you cultivate the perfect messaging you will need to sell your product. Use language that feels comfortable to them.
If your audience is to broad segment them, create marketing campaigns tailored for each group.
How Are Marketing To Them?
Now that you know your product and audience, the next important thing is figuring out which platforms are best to reach these markets. Just remember that while your brand’s voice and image should remain constant across all platforms, your tone can and should change to match the context. For example, on social media you can be a little less formal in your approach then you would a mailer or even an email marketing campaign.
Digitally, it is all about joining the conversation. Be a good listener twice as much as you are putting out good content. People can spot disingenuous brands from a mile away. Know what your audience is passionate about and position yourself into their conversations in a way that is appropriate and adds value.
Before You Start Collecting Data, Know Your KPI’s
Data is everywhere, so much so it can become overwhelming.The best way to handle data overload is to know what KPIs (Key Performance Indicators) you wish to be tracking. Is it site visits? Interactions? Conversion rates? This will require some trial and error on your part. Once you know what your marketing funnel looks like, you can figure out which metrics are the best for calculating ROI.
Marketing is essential for any business. You will only succeed by creating a strong brand presence and developing a marketing strategy that will help you grow.
Mark Cuban is one of America’s favorite billionaire businessmen. An actual self made success story, his wisdom on business and life can be insightful for marketers looking to grow their business. Here are some Mark Cuban quotes to keep you motivated.
Mark Cuban’s Words Of Wisdom For Marketing
“Automation is going to cause unemployment, and we need to prepare for it.”
Marketing automation is here to stay. The goal of marketers is knowing how and when to properly apply automation to their marketing efforts. Automation and AI can be useful tools if you know how to use them correctly.
“If you can’t admit a failure, you’re not an entrepreneur. You are not a good business person. There’s nothing brilliant about what you are doing.”
Most of digital marketing is trial and error. If you are not able to see the mistakes in your work and correct them, you will never succeed. Learning from what doesn’t work and figuring out why it doesn’t work is just as important as learning why and how something does work. You must be constantly testing your theories and don’t be afraid of failing or being wrong. Each wrong answer brings you closer to the right one.
“It is so much easier to be nice, to be respectful, to put yourself in your customers’ shoes and try to understand how you might help them before they ask for help, than it is to try to mend a broken customer relationship”
Knowing your audience and the customer journey is essential to every marketer. Know the faults in your funnel and prevent leaks before they become dissatisfied customers. How you market your product is essential. You will be setting yourself up for disaster if you oversell or overhype your product.
“I personally think there’s going to be a greater demand in 10 years for liberal arts majors than there were for programming majors and maybe even engineering, because when the data is all being spit out for you, options are being spit out for you, you need a different perspective in order to have a different view of the data.”
Marketers are often swimming in data, so much so, that it can be difficult to analyze it all. Finding new ways to look at data and figuring out which KPIs to chase after is essential to all marketers. It isn’t enough to just collect and record the numbers. You must use them to strategize the next steps. As AI gets more advanced, we must learn to find the holes in its capabilities and compensate for them.
I believe that starting any business should be as easy as a 10-year-old starting a lemonade stand.
The principles of business and marketing are universal and scalable. You must have this in mind when building your small business. Allow yourself the ability to grow and grow quickly if you need to.
Because if you’re prepared and you know what it takes, it’s not a risk. You just have to figure out how to get there. There is always a way to get there.
Adopt a ‘nothing is impossible’ attitude with your marketing. That doesn’t mean shoot for the moon and hope to land among the stars. Figure out what your goals are and create a solid plan of actionable steps on how to get there. There will be bumps in the road and you will inevitably have to change course with your strategy. However, with actionable strategy, you can reach lofty goals.
These Mark Cuban quotes are from BrainyQuote.com