How Brands Can use Cultural Diffusion to Sell & Market Products Abroad

things-to-know-before-entering-international-markets

image via marketing 91.com

The United States is an established country with a built up infrastructure. Depending on the product and industry, brands may see product sales hit a plateau based on a high market saturation rate.

Go to Market Strategy

One go to market strategy that brands may use to increase product sales is to sell into new markets. Chances are that brands have exhausted all markets and customers based in the United States. Upon reaching this conclusion, brands need to decide if they want to sell and market their products abroad based on the principle of cultural diffusion.

Cultural Diffusion

Cultural diffusion is the spread of one civilizations ideas, customs and beliefs from:

1. one nation to another

2. from another area or region to another.

To see if international marketing makes sense for brands, they must list the positives and negatives of this go to market strategy. Positive benefits include the chance to increase sales and gain revenue from a new source. A negative of this go to market strategy is that it will require a large outlay of operating cash to implement and execute. This may drain resources from other programs in the organization.

Contacting Local Authorities

Before brands can start selling products abroad, they need to check with the commerce division of the Foreign country’s government. The Commerce division of the government can guide brands on the proper procedures needed to sell and market products abroad.

Market Research

image via smartdraw.com

New Market research needs to be conducted for the international markets brands intend to sell into. This research includes, new buyer personas, competitive analysis, cost of customer acquisition, pricing, promotions, understanding local laws and customs.

Product Development

Product specifications need to be aligned with the customs and laws of the country. These products may need to be re-branded with a different name. Outside of the US, product measurements need to be converted to the metric system; triggering a change in the product packaging.

Examples of International Brands

A few examples of Global brands are Starbucks, McDonalds, Auto makers and Oil companies.

Starbucks

image via http://chinaexpat.com/wp-content/uploads/u659/starbucks.jpg

Starbucks operates stores abroad and follows local customs.

McDonald’s

A McDonald’s in Riyadh, Saudi Arabia. Businesses as well as people can exemplify cultural diffusion.

Image via http://www.p12.nysed.gov/ciai/socst/grade3/geoimages/Image16.gif

McDonald’s uses local ingredients to make its food. For example, in Greece they fry french fries with olive oil. McDonald offers alternative sandwiches in countries where citizens are not allowed to eat beef and pork.

Exxon Mobil

https://goodlogo.com/images/logos/esso_logo_2709.gif6

Exxon Mobil, operates under the brand name ESSO in Europe and uses the metric system to measure gasoline.

Auto Makers

Image via Dan Galante

Global Automakers , use the metric system when making cars and trucks. Also, these cars and trucks are made to the specification of local laws. Vehicle models made for foreign markets have different brand names. In England and other UK countries, the steering wheel is on the opposite side of vehicles made for the US market.

Deciding What an International Go to Market Strategy will look like

Once brands have an understanding of customer needs and competitive analysis, they need to decide what channels to use to sell their products. Brands can set up stores and offices that sell direct to the end-user. They may decide to partner with distributors who sell to the end-user directly or through licensing and/or use an e-commerce model. Brands may decide to use a combination of the above channels. They also need to decide how many people will need to be hired to execute the go to market strategy.

Using Data to Make a decision about whether or not to Implement an International Marketing Strategy

All the numbers and projections need to be calculated to see if International marketing is right for Brands. Each brand need to examine its financial health, and come up with an investment amount needed to execute an international go to market strategy. This amount needs to be measured against: financial health , potential sales, revenue, profits, cost per customer acquisition, market research, procedure to enter the market and opportunity costs. Based on these numbers, brands may decide to enter the market or use their operating cash for other programs.

CMO’s are you selling your products abroad? Why or Why not?

Comment and share below.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. HubSpot Certified in Inbound Marketing, Dan has worked on various marketing assignments including Start Ups, a Political Campaign & a Digital Marketing Conference.
Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 16,000 followers on LinkedIn & over 10,000 on WordPress.

Dan is seeking a full-time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. He is willing to create and build out the Marketing function of your organization if it does not exist. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

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10 Ways to Build an Audience & Grow a Customer Base

There are many ways to grow an audience and build a customer base.

Here are 10 strategies for you to grow your audience and build a customer base.

1. Starting a Blog based on Buyer Personas

Create a blog within your website focusing on customer pain points discovered in your buyer personas.

Image via http://www.garrisoneverest.com/inbound-marketing-2/how-to-implement-inbound-marketing/

2.Use Social Media to share Blog Content

Share the content of this blog on Social Media channels such as Twitter, LinkedIn, Facebook, Instagram etc….

3. Employees LinkedIn Company Pages & LinkedIn profiles

Start publishing on your LinkedIn company page. Also, encourage employees publish and share content to their LinkedIn profiles if you are not doing so.

4. Content Repurposing

http://bluepolointeractive.com/ 

Repuropse blog content in the following ways: On SlideShare,

http://www.whitehatmedia.com/sites/default/files/styles/large/public/linkedin-buys-slideshare.jpg?itok=PZQMLnYm

YouTube videos, podcasts, ebooks, whitepapers, newsletters, webinars etc…

5. User Groups

Create a user group on LinkedIn, and Facebook to facilitate discussion of your product and service.

6. Twitter Chats

Host Live Twitter chats on topics that are important to your customers

7. Using Groups to organize and announce off-line events

Use LinkedIn and Facebook groups to organize off-line events such as trade shows; invite customers to provide in person testimonials to prospects.

8. Stay In front of Customers

Be where your customers are, share a value message based on Market Research,Customer Analysis, Big Data Analytics and Competitive analysis.

https://marketingtruth.wordpress.com/category/analytics/

Image via http://smartdraw.com

9. Content  & Customer Retention

Create content to keep current customers engaged; share new features and ways they can get the most out of your product or service. Use the content to stay in the mind of customers.

http://www.invespcro.com/blog/customer-acquisition-retention/

Use your blog and product check out to ask customers to opt in to your marketing messages. Once you obtain permission, you can create email marketing campaigns targeted to subscriber needs and interests.

10. Develop Marketing Partnerships & Relationships

Strength comes in numbers. It helps to have other noncompeting businesses with complementary products promoting your product and services. These businesses can have a similar customer base and audience that can help your business.

Cross promote partner content/offerings on Social Media and at events to facilitate a reciprocal relationship.

Bonus Tips Statistics & Related Content

http://www.marketingcloud.com/blog/wp-content/uploads/2014/06/audience_infographic_w640.png 

How have you built an audience and customer base?

Comment and share below.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. HubSpot Certified in Inbound Marketing, Dan has worked on various marketing assignments including a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 15,000 followers on LinkedIn & over 10,000 on WordPress.

Dan is seeking a full-time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

 

How to Optimize Presentations & Content to Buyer Learning Styles

image via connections academy.com

Creating customer centered  presentations that engage customers are essential. Previously I spoke about how to accomplish this.  However, another key element to creating both customer centered presentations and digital content is knowledge of buyer learning styles. In other words, how buyers learn best.

There are three learning styles, Visual, Auditory & kinesthetic.  65 percent of people are Visual learners but this is not everyone. In the presentation below, I provide you with ideas and strategies to:

1. Collect information on your buyers learning style.

2.Create presentations and content that will engage buyers with content that is optimized to their learning style making it more engaging.

3. Create differentiated presentations and content for all learners when buyer learning styles are unknown.

 

 

Have you used buyer learning styles as a guide for presentation and content creation? Comment and share below.

Related articles

How to Develop & Deliver a Customer Centered Sales & Marketing Presentation

4 Principles of Inbound Methodology

What Actors can Teach us about Consumer Marketing

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full-time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

 

WordPress & Tumblr 101: Writing & Publishing an Engaging Blog Article

WordPress & Tumblr are great publishing platforms where users can create customized & branded content which includes domain names. For tips on setting up a blog click here.

Today I am going to focus on how to write & publish a killer blog article on these platforms.

image via singlehop.com

When writing a blog article, your goals are to:

1. Educate & inform readers about your products & expertise

2. Engage your readers & build an audience

Let’s examine the features of a WordPress & Tumblr blog.

The Structure of the Blog Article 

 Title

The platform provides a place for a title.

Tool Bar

Underneath the title, there is a tool bar similar to one you would see in Microsoft word that allows writers to use headings, Bold, Italics, underline, center, bullet pints and numerical lists. Users can also use the tool bar to insert links, images, and videos. (tumblr users need to click the button on the side of the blog platform for the tool bar to appear.)

Body

Next, is the body of the platform where users can write the body of their content and lastly there is the SEO tags.

Pictures/Images

Users can also upload an image at through out their article, Bloggers should  credit their image source whenever possible.

Writing on WordPress & tumblr

Now that we have described the inner workings of the the WordPress & tumblr blog, let’s describe how to write compelling posts.

Now you might be asking what topics should write about?

Popular topics are as follows:

1. Your insights on trends in your industry.

2. Case Studies

3. Topics in the News

4. How to articles that teach readers how to do something.

5. How you learned from failures and adversities.

6. Questions & Answers

The Body of your Post

Once you have chosen your topic you are ready to start writing. You must create a thesis which is the claims that you are making. This should be followed up with three to four paragraphs that prove your thesis, claim and assertion. Paragraphs should be 4 to 6 sentences when possible.

Within these paragraphs, you should use headings and  sub headings along with bullet points so your text is easy to read. The text should be visually appealing  to the reader.

In terms, of how long your post should be it is up to you. There is no set length, rather your post should be long enough to prove out your thesis, assertion and claim.

Title

Your title should reflect what the topic that you are writing about while being engaging to readers. Most people just skim the headlines as they are bombarded with content, in other words you have just seconds to catch their attention.

Popular titles include:

1. How to’s,

2. lists ex 7 ways to _______

3 A question.

4. Why ________

SEO tags Keywords

Make sure to pick keywords that reflect your topic and match the title and content

Images

Make sure when you upload images that reflect what your post is about.

Video’s/embeds

To enhance your text, you can embed videos and presentations from Slideshare & YouTube. This can be a strategy to re-purpose existing content.

Calls to action

Make sure that your posts have a call to action at the end. In other words, what action do you want your reader to take as a result of reading your post.

Sharing

You can share your post in the following ways:

1. On LinkedIn through a status update, your LinkedIn groups & messages.

2. Through the Social Sharing buttons that include LinkedIn, Facebook, Google+ & Twitter.

3. Through links

4. Ask questions of the reader that encourage them to comment and start a discussion.

This is how to write a blog post on WordPress & tumblr that engages readers & builds an audience.

What strategies do you use to write a blog post?

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

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How to use Marketing to gain customers for your Small Business

  • How to use Marketing to gain customers for your small business
  • Applying marketing strategies to engage with customers while driving product sales

Be-a-successful-online-small-business

image via ciceron.com

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

AAEAAQAAAAAAAATWAAAAJDg3MWM4YWM0LWMyMWYtNDQwOC04OGU0LTg0NDVhYWQ3MzE1Mw