- New Marketing Offers
- Form Submission/Thank-you emails
- Product/Service Information emails
- Digital Magazines or Newsletters
- Co-marketing emails
- Internal updates
- Lead Nurturing emails with complimentary content (e.g. eBooks)
- Dedicated sends (e.g. monthly welcome email, email subscriber lists)
- Email Confirmations
- Event Invitations
- Need to have an incredible product or service. This is number 1 for a reason! Without this you have nothing. It’s the honest truth.
- Market validation is key. This helps to make your product, service and business tangible for validation and to increase credibility. Utilize customers, opinion leaders, partners, networks, stories and blogs.
- Understand Risk & Return. This is a trade off! You need to know the difference between a homerun vs. a blow up. Ultimately it’s hard to deal with multiple unknowns.
- Do you have someone to build and sell it? These two are the keys to longevity in your market. You will need to decide if you need to raise capital or find partners and/or investors.
- Hard to sell and position change. This is never easy to do. It’s best to over prepare. Industries, markets and investors need to be convinced that change will be substantial and long lasting.
- Utilize those online blogs and product reviews. These are your best critics and a free focus group. This mainly relates to technology companies and products, but blogs can act as an influencer.
- Networking is paramount. This is the best and easiest way to obtain guidance and learn from expertise and industry leaders.
- Nothing beats knocking on doors and making phone calls. Get out there and ‘pound the pavement.’ No one is going to find you customers, partners or investors, but yourself!
- An idea is worth nothing unless it can be commercialized. This is the cold, hard business truth.
- Execution is greater than strategy. The business needs to run efficiently and effectively.
- Sales and financial stability is needed to gain investors or to raise capital. Financial statements, sales forecasts and market assessments are required to raise capital or receive funding.
Businesses are becoming increasingly reliant on the internet and digital marketing to inform and educate prospective and existing customers. While content marketing plays a vital role in conveying a company’s brand message, online engagement is critical to promoting this message and solidifying relationships with your target audience. Online engagement tools such as social media and email marketing allows a company to interact with prospects and customers dynamically and transparently, driving home its core message.
Social media is one of the greatest community building tools in history. Content shared on social media amplifies a company’s online presence, while transparent social exchanges project its authenticity. This helps to foster a longstanding connection with new prospects and existing customers. Social media marketing recognizes each social follower as a person interested in the company. Companies should use social to expand their reach and engage prospects on their terms. Also, businesses can use data gleaned from social interactions to better understand the interests, wants and needs of their target audience.
As consumers demand more relevance in the type of content received and the nature of its delivery, dynamic and personalized email marketing campaigns are becoming crucial to online promotion. Through a series coordinated emails, companies are able to send out highly personalized content tailored to customer segments at various stages in the buying cycle. These campaigns allow brands to efficiently nurture new prospects down the sales funnel and to stay connected with existing clients.
INTEGRATION IS KEY
To form connections that matter, businesses need to produce original content that is exceptional, personalized, and relevant. By responsively engaging with their audience over social media and email, companies are able to promote their content and message in a concise manner. Companies can also take advantage of analytics and the ability to adjust online campaigns easily to better hit their target market.
While social media, email marketing and mobile advertising are expected to increase, they only represent a few elements of a fully integrated marketing strategy.
Your Company Page on LinkedIn is a powerful way to reach millions of professionals online. With over 100 million professionals on LinkedIn, this tool can help exposure your company and brand to an ideal target market. These professionals are following more than 1.9 million companies on LinkedIn and are purchasing professionals, current clients, job seekers, interested observers, and most importantly, potential customers. Professionals follow companies to stay updated with new developments, compare products and services and track potential opportunities. LinkedIn regularly informs members of Company Pages changes via email and/or network updates. When LinkedIn members want to know more about your company they can look at your Company Page, which is conveniently linked to your profile.
Use this check list to ensure it’s ready for visitors:
- The Company Name
- Assign Admins
- Upload Company Logo & Profile Photo
- Describe the Company
- List the Company’s Specialties in Showcase Pages
- Add the Company Twitter and Blog RSS Feeds
- Show the Company Type, Size, Website Link
- Select Industry, Operating Status, Year Founded
- Highlight Locations
- Place a Careers Listing
Here are 3 quick tips to get you started:
- Promote Your Products or Services – Create showcase pages to showcase the voice of your company and brand These pages provide you with the opportunity to promote who you are and what you do.
- Monitor Traffic and Audience Analytics on LinkedIn – Analytics is a rich resource, which adds insights and value. Here, you can track page views and unique visitors for your overview, careers and products and services pages.
- Invite Connections to Follow Your Company on LinkedIn – After your Company Page is set up, invite followers. You can add a follow button to your website, blog and email signature. You can also post a link to the company’s page to your updates or status feed asking for followers. Another option is to navigate to your company page’s services/products tab and click share to promote to individuals, groups, or connections.
Establishing a good social media marketing strategy for your business can help you increase your presence and drive sales. As a follow up to Social Media Marketing 101, read below for the best way to jump into the realm of social media marketing.
Start by creating profiles on sites your audience is likely to use. You should create profiles on Facebook and Twitter and any other site your target audience is using. Take the time to create original designs for your profiles, but make sure you create profiles that can easily be recognized as being affiliated with your brand. Use the name of your brand when registering for a profile and place a logo on your page. You also need to place links to your homepage and product pages in visible locations as well as your contact information. If you join more than one site, add a link to your other profiles on each site.
Post updates on a regular basis. You need to write quality content that your audience will want to read and share with their friends. Posting links to your blog updates or new products is a good idea, but do not hesitate to share news stories and articles from external sites related to your industry. Keep track of the comments you get and of how many people share your updates to find out what your target audience is really interested in.
You should set a goal to establish a real connection with your audience. This can be achieved through your social media accounts. On your site, add links to your social network profiles as an option to contact you with questions, requests or suggestions. You should be very polite and professional in your interactions with people on social networks. If necessary, create a personal profile so you can talk to your friends and family privately. Remember that the social network profile associated with your brand is basically a storefront for your business; it is necessary that you make a good impression. Use your real name to encourage people to trust you but treat them as customers, not as friends.
Make a few changes to your website or blog so that sharing your content becomes easier. You should add social network buttons to your blog posts; most blogging platforms automatically add Facebook, Twitter, Google + or Pinterest buttons to your posts. You can easily get the code for these buttons on social networks if you wish to add them to your site.
To learn more about developing an effective social media strategy read Social Media Marketing 101.
Webinars are a great tool for your business to utilize. This digital platform can help build your reputation as a thought leader within your industry. Webinars can assist with lead generation, nurturing and the ability to share your expertise.
Here are 16 tips to help you plan and launch a successful webinar:
- Choose an interesting and engaging topic.
- Target a large, broad audience.
- Establish a reputation as a reliable thought leader.
- Set a goal for registrations.
- Pick the right prize.
- Consider giveaways.
- Schedule, schedule, schedule.
- Create an interactive, engaging and instructed landing page.
- Follow up with registrants.
- Make sure your reminder emails add value.
- Use social media to increase registrants and as a live day-of feed.
- Leverage your presenters as an advertising platform.
- Use the webinar to create a variety of content pieces (especially blogs).
- Embrace paid media (offline and online).
- Forge partnerships with other brands and thought leaders.
- Leverage your home page.
Notable international marketing mistakes:
- The brand Vicks sounds very similar to a German word with sexual implications
- Proctor & Gamble used a TV commercial in Japan that was popular in Europe. The ad showed a woman bathing, her husband entering the bathroom and touching her. The Japanese considered this ad an invasion of privacy, inappropriate behavior and overall in very poor taste.
- Lebron James, a kung fu master and Nike. Let just say that this was not a successful venture into the Chinese markets.
- Pepsodent tried to sell its toothpaste in Southeast Asia by emphasizing that is whitens teeth. They found out that the local natives chew betel nuts to blacken their teeth, which they find attractive.
- The US hand gesture for “OK” is not OK in South America
- GM attempting to sell their Chevy Nova in Mexico despite the fact that “no va” in Spanish means “no go.”
- Gerber having a problem in France, since “gerber” can be translated to mean “to vomit” in French.
- Traficante, an Italian mineral water, was able to find great success in Spain’s underworld because it translates to “drug dealer”
- Fresca means “lesbian” in Mexico.
- Honda’s Fitta had to be renamed to Honda Jazz in Nordic countries as “fitta” was an old word used in vulgar language to refer to a woman’s genitals in Swedish, Danish and Norwegian.
- Coors slogan “Turn It Loose” translated in Spanish meant “Suffer From Diarrhea.”
Simple, automated translation, which does not account for cultural differences, is a costly error that brands can’t afford.
Recently, P&G created an insightful and accurate multicultural, multilingual, multinational marketing campaign. The P&G’s Olympic campaign started with an internationally universal idea, what it takes to raise an Olympian. The campaign told the personal stories of 19 athletes who as a whole spoke 11 languages. The campaign respected diverse cultural expectations and languages by localizing their videos into 12 global languages.
3 tips for creating an international marketing strategy:
1. Build A Global Strategy … From The Beginning
First your company needs to decide if you want to compete and target international markets. Think global. If you consider doing this from the beginning, you won’t make the mistake of forgetting it. It all begins with awareness and ends with research. Conduct international market research. This way you know your message will resonate with your local and target market.
Marketing in Canada, most national firms already have to consider multiple languages. Also, when marketing in urban settings, marketers can target different cultures and utilize different languages. Too often, brands determine their taglines in English only. Only once they begin expanding beyond domestic borders do they realize that the phrasing is awkward or offensive, or it simply doesn’t make sense in an international market.
2. Engage Local Stakeholders
Effective global marketing requires local voices. Insert stakeholders. Work with local sources as often as you can. These local stakeholders can help you create an accurate multicultural brand identity with proper style guides, glossaries, and sample translations. They can also help to brainstorm campaign concepts and translate creative elements.