The Role of Technology in Expanding Global Market Reach
In the past, developing a global platform was a feat only the biggest of companies could achieve. Today, with the proliferation of the internet and more people shopping from the comfort of their own homes than ever before, any business with a good product and the right strategy can expand its reach across the globe.
Of course, that’s often easier said than done! But at InnoVision Global Marketing, we know it’s possible. Every day, we work with companies to help expand their global reach. All you need to do is take advantage of modern marketing technology.
Leverage Analytics and Insights
One of the single most revolutionary assets that digital marketing technology has given to businesses is detailed analytics. In the digital space, you can collect troves of data on customer behavior, marketing strategy performance and consumer trends. Once you’ve gathered data, you can use it to draw insights from past marketing efforts and implement your learnings into future strategies.
For example, you can run an A/B test of the same email with different subject lines, then look at the analytics to see if one gets opened more often than the other. If there’s a clear customer preference, you can adopt that style of subject line in future marketing emails. Different markets respond to different things, so utilizing tests like these is crucial if you want to reach them best. Analytics and insights are invaluable in perfecting your marketing for your audience.
Maximize Social Media Engagement
It’s classic marketing advice to meet your audience where they are. Today, that more often than not means on social media. Over 4.95 billion people use social media worldwide. If you want to expand your global reach, you have to have a presence in those spaces as well.
When using social media as a marketing technology, you can connect with your target audiences in a way that’s organic and personable. You can participate in conversations and contribute to the culture your company is a part of.
Once you’ve built up your brand presence on a platform, you can also spread the word about upcoming sales or promotions you might be running. Many social media companies have their own built-in analytics systems as well, allowing you to see when your posts get the most engagement and adjust your strategy accordingly. When you learn how to maximize your social engagement, you can boost your company’s profile while also furthering your global marketing efforts.
Polish Your Design
When it comes to expanding to global markets, e-commerce is the name of the game. Online shops can let you reach customers around the world who might never have the chance to engage with you locally. However, you still need to catch their attention, get them to your site and make the case for conversion.
One of the easiest ways to keep someone moving along their customer journey is by honing your UX/UI design, or user experience and user interface design. The goal here is to make everything as simple as possible. Make your site easy to read and easy to understand, and make the choices before your customer clear. Often, someone comes to your site from a marketing email or a social media post. You want to make sure they know exactly what to do once they get there.
Since so many people interact with the internet through phones and tablets these days, you need to be certain your site works just as well when viewed from a mobile browser as well. If you don’t have much experience with web design, don’t worry! There are plenty of tools and experts who can help you develop something that works for your business.
Utilize Location Based Targeting
Another important marketing technology for reaching global audiences is location-based targeting. Also known asgeofencing, it allows you to target specific content to a defined real-world space. Now, obviously, if you want to reach another market, using location-based targeting is a simple way to do it. Just determine the area you want to reach, no matter how far-flung, then make sure they see your ads, right?
The thing is, location-based targeting is only useful if you are pairing it with localized content. Sure, you could share the same ad in London, UK, as you do in Dallas, TX. Maybe it would even get some conversions. If you want to maximize those conversions, though, you need to make sure you’re speaking to the idiosyncrasies of those audiences. What do they care about? What’s important to their community? If someone is speaking in your ad, is it in the local accent and language?
When you spend time localizing your content to the market you’re trying to reach, you’re much more likely to connect with your audience on a personal level.
Implement Automation
Out of all the marketing technology at your fingertips, automation has the potential to be the most impactful. As a concept, it’s easy to understand. You take a repetitive and time-consuming task and, instead of delegating it to a human, assign a computer to run it for you.
Where it really shines is when you pair it with your other marketing efforts. Let’s say your analytics indicate that customers who put an item in their cart but never check out are likely to complete the transaction if sent a follow-up email the following day. Automation can manage the entire process for you, making sure people receive timely communications when they’d be most likely to respond positively.
If you’re branching out into a global market, you’ll have people converting at all hours of the day. Instead of waiting to do it yourself, you can entrust the process to the system. Of course, that’s only the tip of the iceberg! You can utilize automation to manage social media posts, run A/B tests, generate insights from analytics and more.
If you want to learn more about how to best implement automation or any other marketing technology, the team at InnoVision Global Marketing is here to help. Let us know where you want to grow, and we’ll help you take your marketing to the next level — worldwide.
