How to Win With International Marketing (What It Is, and Tips for Success!)

Are you ready to expand your business into the global marketplace? You’re in the right place! Developing a robust international marketing strategy is essential for any online business aiming to establish a presence in new countries and build diverse customer bases.

With the world having long gone digital, the opportunities for global expansion are more accessible than ever. The rapid growth of online marketplaces, user-friendly multinational payment gateways, and efficient delivery services have allowed businesses to tap into international markets like never before.

Major companies that embrace internationalization often experience accelerated growth compared to their competitors who remain local. So, if you’re looking to unlock new revenue streams and reach a broader audience, it’s time to explore how to become a thriving international business.

Let’s dive in and discover the best strategies for your global journey!

Examples of International Marketing Done Right

Effective foreign market entry involves tailoring marketing strategies and tactics to fit the cultural, economic, and legal nuances of diverse international audiences, aiming to effectively reach and engage consumers in various countries.

Here, we’ll take a look at some standout international marketing strategies that have propelled brands to global recognition, offering valuable lessons on adapting and thriving in the competitive international arena.

1. KFC

KFC successfully penetrated the Japanese market by transforming its brand into a Christmas staple. In 1974, the company launched its ‘Kentucky for Christmas’ campaign, capitalizing on the absence of traditional holiday meals in Japan.

With no established customs around Christmas, KFC marketed fried chicken as an American festive favorite, introducing the ‘Party Barrel’ to cater to family gatherings.

2. Coca-Cola

Coca-Cola is an excellent example of international marketing done right. Take its German website, which is fully translated and uses vibrant colors and text to make it appealing to a design-conscious German audience.

Coca-Cola has also introduced products tailored to the German market's tastes and preferences. This includes the introduction of Coca-Cola local brands like Mezzo Mix (also available in Switzerland and Austria).

3. Dunkin Donuts

Dunkin Donuts is a hugely successful brand that knows how to do international marketing across the world.

For instance, Dunkin Donuts UAE sells packaged coffee you can brew at home. This is an important part of Arab culture, so the company has successfully molded its product to suit local customs.

4. McDonald’s

Another great example is McDonald’s international marketing campaign in France. In France, primary school-aged kids don’t go to school on Wednesdays. So McDonald’s decided to run an offer: kids get a free illustrated book with every Happy Meal they purchase on the first Wednesday of the month. The books change every month and are carefully selected from the works of big French publishing houses.

International Marketing Strategy Essentials

Your ‘why’ for entering the international market will likely vary from other business owners. Consequently, no two international marketing strategies will ever be identical – each will have its own approaches, goals, and launch plans.

For instance, one entrepreneur’s motivation might be to test the waters with a foreign distributor. For another, it could be selling to different countries that all speak the same language.

Here’s some advice you can use to form your international marketing plan:

1. Market Research & Selection

Gain a broad understanding of the local and cultural markets as part of your international market research. This means clarifying your customers’ needs and consumer behavior so that you can tailor your international marketing strategy to suit them.

You’ll also want to identify any potential competition, both local and non-local. Evaluate what they’re doing well, and analyze areas where they’re lacking so that you can capitalize on that.

“International markets have different buying habits, needs, demographics, preferences, and priorities than your home market. Tracking these differences is critical to informing your decision-making, pinpointing the best way of reaching your audience.”

– Rémy Berda, Co-founder and CTO, Weglot

2. Localization Strategy

Defining your local presence involves establishing a tailored, international brand image and operational footprint within each target market. This process is critical for global brands seeking to maximize their appeal and effectiveness in diverse cultural and economic landscapes. Here are a few considerations you’ll need to make:

• Whether you’re going to open a subsidiary or build local partnerships.
• How you’ll handle product development.
• The delivery strategies and companies you’ll employ.
• Whether you’ll need to find and use local suppliers.

At this stage, it’s also worth assessing the status of both local online and offline infrastructure as part of the planning ahead of launching a localized marketing strategy. That way, you can identify any potential pitfalls and plan for them.

Localization has proved to be useful to all kinds of businesses that want to sell internationally. Just take a look at Netflix’s localization strategy, which is the reason why their international revenue surpasses their domestic one.

3. Legal Compliance

Each country has its own set of regulations governing advertising, product standards, data protection, and consumer rights. Understanding these legal frameworks is essential to avoid potential fines or legal issues that could derail your marketing efforts.

Start by researching the specific laws in your target markets, including advertising standards and privacy regulations, such as the General Data Protection Regulation (GDPR) in Europe. Engaging local legal counsel can provide valuable insights into compliance requirements and help you navigate complex legal landscapes.

Additionally, ensure that your marketing materials comply with local cultural norms and sensitivities to avoid offending potential customers. This includes understanding local customs, language nuances, and acceptable advertising practices.

4. Digital Presence Optimization

International digital marketing begins with creating a user-friendly website that is accessible in multiple languages. Implementing a multilingual website enhances user experience and improves search engine visibility across different regions.

Utilize localization tools to ensure that your content is accurately translated and culturally relevant. This includes adapting visuals, colors, and design elements to align with local preferences and cultural norms. The use of AI tools can help accelerate your projects by automating translations, and you should optimize your website for mobile devices – many users in emerging markets access the internet primarily through smartphones.

“Incorporate local SEO strategies by conducting keyword research specific to each target market. This will help you identify popular search terms and phrases used by local consumers.”

– Elizabeth Pokorny, Head of Content, Weglot

5. Distribution Channel Development

Start by identifying the most suitable channels for reaching your target audience in each region. This may include online marketplaces, local distributors, or direct-to-consumer sales through your website.

Research local logistics providers to ensure efficient shipping and delivery options that meet customer expectations. Establish partnerships with reliable distribution networks that have a strong understanding of the local market dynamics. This will help streamline operations and enhance customer satisfaction.

Consider leveraging ecommerce platforms that cater specifically to the regions you are targeting. These platforms often offer built-in tools for managing inventory, processing payments, and handling returns, making it easier to navigate the complexities of international sales.

6. Payment & Currency Strategy

Every vendor needs to offer multiple payment options that cater to the preferences of local consumers, such as credit cards, digital wallets, or bank transfers. Research which payment methods are most popular in each target market to maximize conversion rates.

Additionally, consider implementing a dynamic currency conversion feature on your website that allows customers to view prices in their local currency. Be mindful of transaction fees associated with international payments and factor these costs into your pricing strategy. Collaborating with payment processors that specialize in cross-border transactions can help streamline operations and reduce costs.

7. Customer Service Adaptation

Support should naturally be offered in multiple languages to cater to diverse customer needs. This may involve hiring multilingual staff or using translation tools to ensure clear communication with customers from various linguistic backgrounds.

Familiarize yourself with local customs and expectations regarding customer service interactions. Different cultures may have varying standards for responsiveness and problem resolution; understanding these nuances can significantly boost customer satisfaction.

Implementing localized support channels – such as region-specific phone numbers or chat services – can also improve accessibility for international customers. Regularly solicit feedback from customers to identify areas for improvement in your service offerings.

8. Competition Analysis

Begin by identifying key competitors within each target region and assessing their strengths and weaknesses. Analyze their marketing strategies, product offerings, pricing structures, and customer engagement tactics to gain insights into what works well locally.

Utilize tools like SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to evaluate how your business compares against competitors in terms of market positioning and brand perception. Pay attention to customer reviews and feedback on competitor products or services; this information can reveal gaps in the market that you can exploit.

Additionally, monitor industry trends and shifts in consumer behavior that may affect competitive dynamics over time.

9. Risk Management

Careful management should identify potential risks associated with cultural differences, economic fluctuations, regulatory changes, and geopolitical factors that could impact your operations.

Conduct thorough market research to assess the stability of the regions you are targeting. Understanding local economic conditions will help you make informed decisions about resource allocation and investment levels.

Develop contingency plans for various scenarios that could disrupt business operations – such as supply chain interruptions or changes in consumer demand – and establish clear protocols for responding to crises effectively.

“Don’t forget to regularly review and update your risk management strategies based on evolving market conditions and emerging threats.”

– Merve Alsan, Creative Content Manager, Weglot

10. Performance Measurement

Review your KPIs quarterly. This helps manage your expectations in how long it’ll take to reach your overarching business goals.

With these figures at the forefront of your mind, be proactive. Prepare a backup plan if things don’t go as planned – there’s always something unexpected that happens, after all.

It’s not uncommon to hit a few road bumps when you first go international. You might struggle to brand yourself at the local level or communicate effectively with international customers. Whatever the obstacle is, don’t give up. Just look at the data, and allow that to fuel whatever steps you take next.

When you’ve mastered your international marketing plan for your current offerings, it’ll be much easier for you to launch new products.

Kickstart Your International Marketing Strategy Today

In summary, your organization’s international marketing strategy needs to synchronize with your domestic marketing. Expanding internationally is a smart move for marketing managers looking to strengthen their business at its core. It also does wonders for improving brand awareness and taking advantage of an almost borderless economy.

Developing an international marketing strategy may seem intimidating. But when you’re adequately prepared, willing to adapt, and equipped with the right digital marketing and localization tools, you’re on the path to success.

Excited to enter the global market? Give Weglot’s free trial a go and see just how easy it is to set up a multilingual site in minutes.

FAQs

What is International Marketing?

International marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives across national borders.

What's the Difference Between International Marketing and Global Marketing?

In short, international marketing focuses on adapting marketing strategies to cater to the diverse needs and preferences of different countries, whereas global marketing emphasizes creating a unified, standardized marketing strategy that applies across all international markets.

What Is the Difference Between International Marketing and Cross-Cultural Marketing?

International marketing involves marketing products or services across national borders, focusing on global market entry and expansion strategies. Cross-cultural marketing, on the other hand, emphasizes understanding and addressing the differences in consumer behavior and preferences across cultures within or across countries.