Going Global With Inbound Marketing
A lot of companies are aware of inbound marketing but only very few actually know how to effectively practice it. On the outside you’ll think the whole concept of inbound marketing is simple: the company produces compelling content to create Web traffic and a percentage of the generated traffic would then be converted into leads. This, of course, would come off as unfamiliar for businesses that are used to the traditional style of marketing. The traditional approach concentrates on building a brand and driving products and/or services out through conventional methods instead of producing high-quality content that draws customers in.
At present, quite a number of business-to-business companies have started employing inbound marketing tactics. The fundamental element that is shared among these marketing strategies is content marketing. According to statistics, around ninety-three percent of B2B organizations are using content marketing but only forty-two percent say they are good at it. It’s safe to assume that if you look at inbound marketing at a global scale the numbers can go even lower. It’s also, even more, difficult to generate traffic to your website if you have not made any amazing content tailored to your target audience’s liking.
You Are Going To Need A Website
The very core of any form of inbound marketing tactic is a website. Without it, you aren’t going anywhere. If you are planning to go global you should make it a priority to create a simple and localized website bespoke for your target audience. Creating a localized website does not mean you are just going to translate copy it means you have to make sure that your product messaging and branding are in sync with local imagery, cultural tones and axioms of the local market.
You also have to be careful on the tone you use. A casual and playful tone may work for the American market and consequently increase engagement but if you use it among Germans they might see it as unethical.
If you have big plans of going global you have to know that your website is the doorway to your brand. People can judge your brand based on how you present your website. Keep in mind that it only takes a few seconds to make a first impression. If your prospects aren’t moved by your website it’s all going to go downhill from there and all your hard work would be for nothing. Pay attention to the language, colors, and imagery of your site and make sure that all of these are fully localized. Doing so will keep your site visitors engaged and they’ll stay long enough to browse through and pore over your content.
You Should Employ A Global SEO Strategy
Let’s say you have a potential customer who is searching for “top analytics platforms in 2015”. Have you ever wondered how that phrase is going to look like in French? How do Spanish buyers type such a phrase in a web search engine like Google?
This is where search engine optimization or SEO comes into play. Search engine optimization is an important aspect to building an inbound marketing strategy. To draw in a new market, it is the job of companies to localize their site and to meticulously study the keywords that are most likely used by their target market when searching for their products and/or services on the Internet.
While you are translating your content also ensure that your product pages, blog posts and landing pages are optimized with local keywords to boost your standing in search engines.