Last Updated: September 30, 2019 8:45PM
This is the final part in a ten-part blog series on “Going Global.” Over past ten weeks, we have offered tips and tricks gleaned from more than twenty years in the business. Today: our top ten Going Global takeaways.
#1 In today’s market, globalization means customer personalization.
The best way to go global? Go local. By personalizing content to customers’ needs, you can make an impact in any new market.
#2 Technology is changing the game.
Anyone with a website has the capability to publish content for all the world to see. You must set yourself apart in the increasingly crowded global marketplace.
#3 Kickstart a competitive analysis initiative.
Learn from others’ successes – as well as their failures. Be efficient and leverage the work other competing companies have done before you.
#4 Invest time into analytics.
Don’t underestimate the power of website analytics: Customer demographic information, language preferences, and abandonment rates are all powerful analytics that give insight into markets you are already resonating with.
#5 When faced with a world of potential target markets – start with what you have.
Look at who is interacting with your website. Even before you have performed extensive localization, you might have already captured the attention of certain foreign markets. These countries and languages should be the first stop on your globalization journey.
#6 Globalization translates differently for different companies.
Depending on your company’s goals, you might require a broader or a narrower global strategy. Localizing for one hundred global markets requires a different strategy than one specific region.
#7 Crafting an SEO strategy is not a one-language-fits all endeavor.
Your multilingual SEO strategy should reflect the linguistic and cultural diversity of each new market you enter.
#8 Craft your localization strategy first – not as an after-thought.
Companies should plan for translation before they go global. Customers don’t buy what they don’t understand, with 55 percent of international consumers refusing to purchase from websites that aren’t in their language. Before launching in new markets, anticipate localization not only for sites but marketing collateral and other client-facing content.
#9 Localize your English, too.
Even when you and your target market speak the same language, you still need to localize content. Tone, word choice, and digital medium preferences vary from market to market.
#10 Build bridges, not barriers.
Globalization is an opportunity to bridge communities and build relationships. Embrace your global citizenship and go forth with intention.
Coming soon: A compilation of all ten parts in the Going Global 101 whitepaper!