Are you thinking about taking your brand into new territories? Looking to expand the venture and increase the revenue? Content marketing is a great tool in conquering new markets – here’s why.
If you decide that sales to current customers and markets have been maximized, market expansion is an attractive strategy. But this comes with major challenges, when the objective is quick uptake and your brand doesn’t have a lot of exposure or familiarity with the target audience.
You need to find a way to sell your products to your best advantage, taking in the differences of culture, business practices and language. How to do that?
When it has been set what territories you want to expand into, consider what role content marketing can play in this strategic move. Content marketing is an essential part of growth and market expansion, because you get to know your new potential customers.
It can make you ’own’ the new field, make your brand an authority on the new market where nobody knew your name before. Here’s why – and how it works.
How content marketing will speed up your expansion
Digital communication allows for feedback. It means you can identify and understand your customers’ attitude and get to know their needs and demographic better.
With digital marketing there is enormous opportunity for companies to reach consumers that were once unreachable because of differences in geography and language.
By sharing unique content you can build a new community of customers who are loyal to your brand which they now have chosen to follow. You give them a reason to invest time in the newcomer brand.
By implementing the following tactics, you can use content marketing as a tool in growth strategies and market expansion.
When in Rome, understand the local context
Local knowledge is needed to adapt your strategy to the local market. Local expertise also makes it possible to create engaging stories to captivate the target audience and build confidence in the brand.
When in Rome …?
Understand the cultural differences of other countries and regions. It is key to value the local point of view. Take into consideration cultural differences. Seemingly minor mistakes might alienate your audience.
Pay attention and take ear to details such as colors, holidays, religious references, fiscal years, and even superstitions — missteps will signal you are an outsider.
Do your market research
Successful content marketing begins with knowing how to find your target audience. Don’t start creating content before knowing who your audience is.
First do some market research to assess the following:
- Local gaps in the market
- The interest in your product/service
- Current population trends of the targeted customers
- What have local competitors done in the target area?
- Has potential competitors tried to enter this market before? What obstacles did they face? How did they approach the new market? What can you do differently?
Create buyer personas based on the new area/market. Buyer personas are extremely effective tools to help a business define a new target audience.
They are a representation of your ideal customer and growth segment. So identify the type of person you can help most with your content and the types of information you will provide through that content.
Make your brand speak the same language
72.1% of consumers spend most or all of their time on websites in their own language . 72.4% of consumers said they would be more likely to buy a product with information in their own language. Also, less than six percent of the world’s population speaks English well enough to manage and conduct business.
Translating content is expensive, so you want to ensure that the content you choose for the process provides the optimal return on investment. Make sure you have native speakers in your team or network.
Does your team have the needed lingual capabilities to enter a new market? Working with content marketing in different countries requires cultural as well as linguistic competence.
A Common Sense Advisory study shows that languages affect consumers’ buying behaviors to a large extent. Therefore:
- Measure and monitor your content to see what works best with the local readership
- Have separate websites and landing pages for the different markets
- Engage local experts to review everything before publishing
6 steps to get going with your content marketing
Beginning content creation before your expansion is crucial, because when an unfamiliar but interested customer hears about your brand, they will head online to seek further information.
So when you absolutely, positively understand the new market your expanding into:
- Find out what the objective of your marketing initiatives is
- Determine the best form of content
- Create a pattern of frequency
- Tailor the style to your audience on the new market
- Focus on keywords your audience searches for online
- Make sure your audience knows what to do once they have consumed your content
Do you want us to find your stories for you? We offer content marketing as your blog, newsletter or social media editors – read more about these services here.