International Marketing Basics

I recently received a flow of questions online around the topic of marketing from people with a website who want to get international clients.

Now…

There are many definitions of marketing. There are countless books and marketing experts that can give you an accurate definition of marketing.

What Is Marketing?

And today, I really only want to raise the question.

But here is a short definition:

• Marketing makes people want what you have.  It makes your product or services desirable.  In fact, marketing should make your product or services so desirable that your prospects are ready to buy it.

Lack Of Marketing

You see, the problem is…

Some internet marketers do not seem to take marketing into their international business equation.  This is often because

• They confuse an online presence and online visibility with international web marketing
• The think domestic marketing online is equivalent to international marketing

Marketing Actions

So what does marketing entail?

• You define a strategy
• You use marketing tactics

For example…

Article marketing is more than the marketing tactics:

• Writing articles and publishing them online.

You also need to include the article marketing strategy if you want to make your readers want to take action.

You need to think through your article marketing strategy:

• Who are you writing for?
• How well do you know this audience?
• What can you write that will interest them?
• What do you want them to do?
• How can you get them to do this?
• Do you know how your audience will respond to your strategy?
• How will your audience find your articles online?
• Will your audience find you?

A Good Marketing Strategy

A good marketing strategy is based on how you well you know your audience.

Your communication must be right for your marketing to make your audience want what you have to offer.

More On International Marketing

• Define International Marketing
• How Too Many Contributions Spoil International Communications
• International Article Marketing
• International Email Marketing
• International SEO For Quick Results
• Marketing Segmentation
• Mindset Differences Between Offline Marketers And Online Marketers
• More Segmentation = More International Sales
• My Own Case Study – Small Business Flexibility In An Online World
• The Difference Between An eMarketer And A Geek Marketer
• Ways To Enter International Marketing
• What Is Marketing?
• What Is Your Definition Of International Web Marketing
• Your International Marketing Choice

Copyright Cindy King 2006-2010 - International Business Blog

What Is Marketing?

Mindset In International Business Development

An international marketing strategy requires sustaining an international mindset. Setting up an international marketing strategy requires a more intense focus than for a local marketing strategy. There are so many more factors to take into account.

If you have markets in several countries it can be a challenge to remain open to all of their different cultural requirements. You must be open to understanding the different markets in each country, with the different parameters specific to each country. And yet you must stay focused on each marketing strategy.

1 – Set Up Antennas For Market Intelligence

One of the easiest ways for small businesses to do this is to cultivate a set of different antennas for each country. Antennas to capture the information you need and stay tuned to each cultural group.

At the same time as you assess the needs for each country you need to keep in mind any of your companies branding issues or international policies. Will these be easily integrated into each country?

2 – Track Similar Needs And Variations By Culture

As you look at the marketing needs for each country, identify any similarities between countries:

• Variations in product use?
• Variations in key selling point?
• Religious holidays?
• Events?
• Languages?

Keep track of all of this information. Compare this to your local company’s marketing strategies.

3 – Create Global Marketing Strategy

As you focus on each individual country and how your product or service fits into that country, you might identify key selling points that are more prominent in certain countries, non-existent in other countries. As you focus on your company’s global strategy, how do these differentiating points fit in? Can they be incorporated better into the global communication strategy, or are they country specific?

Identify the marketing strategies you can apply through all of your international market. Create a company-wide International Marketing Plan.

4 – Add In Country Specific Marketing As Needed

It is often a good idea to have a few marketing strategies with a global international reach, combined with local campaigns. The right mix will depend on your different target markets, your products, and your budget. The more you can market locally the better local response you will have.

Cultivating an international mindset will allow you to maintain your focus on each individual country as well as the whole international market. Your marketing strategy will become clear.

More On Mindset In Cross-Cultural Communication:

• A Question Of Mindset
• Boost Your Company Way Out Of Your Local Recession Field
• International Marketing Strategy For Small Businesses – The Right Mindset

Don’t Miss The 31 Day Cross-Cultural Communication Challenge:

• Take the 31 Day Cross-Cultural Communication Challenge to expand your mindset:
• Download the free Cross-Cultural Communication Challenge Calendar

More In These Get International Clients Business Guides:

• Discover Your International Business
• Connect With Your International Markets
• Cultural Web Tools

Copyright Cindy King 2006-2010 - International Business Blog

International Marketing Strategy For Small Businesses – The Right Mindset