Your Marketing Plan – What It Should Contain

Running a business without a marketing plan is a bit like driving a car with your eyes closed. Without a plan, you have no direction on how you are going to grow your business and no objectives or activities planned to trigger that growth. This is why companies, investors and leaders all place value in building a marketing plan. However, if you haven’t created a market plan before you may find the process overwhelming. I’ll be honest, if you complete this correctly, it will not be a quick project, you will definitely spend some time on this. A well-researched, strategic marketing plan may take several weeks to complete and will consist of hours of research. While you may continue to operate without a formal plan – it will end up costing you more time, money and resources in the long run.

Businesses with plans succeed, outperform competitors, and retain staff, more than those with no plan. Marketing takes time, money and preparation, but the benefits outweigh the work. A strong marketing plan will ensure you’re not only sticking to your schedule, but that you’re spending your marketing funds wisely and appropriately.

Your Marketing Plan Will Help You To:

  • Identify your competitive advantage and define your unique value proposition
  • Evaluate your mission and vision for relevancy
  • Focus on your strategic target marketsand their needs
  • Determine and focus on priorities
  • Acquire resources you need to implement your plans
  • Obtain the organization support at all levels
  • Set objectives and strategies for chosen segments
  • Define strategies, tactics and campaigns

I recommend following these 10 steps when creating your marketing plan and strategy that will helpg you achieve your goals for business growth.

  1. Begin With a Mission

Identify your mission as a company. A mission statement should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making for your business.

  1. Develop Your Target Market and Segmentation Strategies
  • Who are your target markets?
  • What industries do they represent?
  • What is the size of the company (or market)?
  • Why do they need your services or product?
  • What is going to make this company buy your services or product?
  • What is the channel of distribution for this market?
  • Who makes the buying decisions?
  1. Define Personas & Content
  • Do you know your buyer?
  • Do you know the company they represent?
  • Do you understand their company’s business?
  • Do you know their needs and requirements?
  • Do you know where they buy?
  • Do you know who makes up their decision-making or buying team?
  • Do you know their decision-making and buying processes?
  • Do you know how to reach them with your marketing and sales messages?
  • What are the key decision factors that make them choose one vendor over another?
  • Is the decision made around price, service, support, quality, or other factors?
  • Where do these personas go to source credible content?
  • What messages will generate the right response and what information will be most effective?
  1. Complete a SWOT (Strengths, Weaknesses, Opportunities, Threats)
  • What advantages or strengths do you have?
  • What do you do better than anyone else?
  • What do people in your market see as your strength?
  • What could you do to improve?
  • What should you avoid?
  • What are other companies/people likely to see as your weakness?
  • What are good opportunities for you?
  • What could threaten your business?
  • Where is the industry going?
  • What are your objectives as it relates to this target market?
  1. Identify Your Key Influencers
  • Social networks to drive mass impressions
  • Journalists
  • Academics
  • Analysts
  • Professional advisors
  • Websites
  • Industry associations
  • Referral sources
  1. Conduct A Content Marketing Audit
  • Review your existing collateral, content and thought leadership pieces
  • Decide which can be leveraged in new marketing campaigns
  • Identify content gaps so you know where to focus development and resource time
  • Align your content to achieve a marketing objective as well as serve a purpose in the buying cycle (awareness, consideration and decision)
  1. Set Your Marketing Objectives
  • Intended goals and results of your marketing plan, tactics and campaigns
  • Set the metrics (both business and marketing) to track and report on
  • If you’re not use to defining your marketing objectives use the SMART methodology (Specific Measurable Actionable Realistic Time)
  • Marketing objectives are ideally tied to business value including leads, revenue, ROI (Return on Investment), etc.
  1. Plan The Marketing Strategy
  • A detailed blueprint on how to achieve the marketing objectives
  • Strategies list which steps to take, specific action necessary to achieve each step and the expected timeline by which to accomplish each stage
  • Strategies will focus on the 4Ps of marketing: Product (Service), Promotion, Price, Place (Distribution)
  1. Define Your Marketing Tactics, Goals and Mix
  • Advertising
  • Branding
  • Directories
  • Direct marketing
  • Digital marketing
  • Public relations
  • Sales
  • Business development
  • Networking and referrals
  • Events
  • Sponsorships
  • Content
  • Communication
  1. Allocate Your Budget
  • Connect your budget to business value
  • Your marketing objectives and target audiences should help you allocate your spend accordingly
  • Research and capture the price of different marketing tactics (some are more affordable than others – depending on your objectives)
  • Your budget should influence the amount of leads that enter your sales funnel and result in increased revenue (noting that increased spend could decrease profit in the short-term)
  • Leverage benchmarks/best practices on target leads to meet goals
  • Review spend and result on an on-going basis 

In summary, follow these best practices:

  • Focus on your priority target markets and personas
  • Leverage your strengths and not your weaknesses
  • Don’t worry about having an in-depth plan or too many strategies
  • Make sure your marketing plans and budget is practical and measurable
  • Assign specific responsibilities and tasks to skilled people on your team
  • Plan, track, measure, optimize and redeploy

6 Reasons You Should Invest In Market Research

Market research will allow you to properly execute your marketing strategy. Here are 6 reasons why you should invest in market research:

  1. Identify your potential market.
    1. Researching about your potential or existing market enables you to identify your consumer or understand what product would bring the most value to your target audience. It may also allow you to determine the limitations or flaws within your business, product or service, particularly within the lens of the market.
  2. Determine your price.
    1. Through research of the market, you’ll figure out the best price for your product(s), or more realistically, your profit margin. You need to manage both market and profit expectations when evaluating your pricing strategy.
  3. Minimize risk.
    1. Minimizing risks and make informed market decisions using your market research. This will allow you to create objective go-to-market strategies.
  4. Market to your target audience.
    1. Marketing research will allow you to promote your business or communicate with your customers more effectively and efficiently. When building your marketing strategy you should leverage the market and demographic information of your target audience to increase your in-market effectiveness. Communicated and engage with your target audience through surveys, online questionnaires, focus groups, mystery shops and even internal phone/personal interviews.
  5. Discover opportunities.
    1. Business is dynamic and market research can help a company realize and assess opportunities within the market place. By analyzing data and statistics gathered from market research, you can forecast or anticipate future market needs. First-to-market or a competitive advantage may be a result and a profitable one at that.
  6. In researching your market, you’ll overcome challenges by getting reliable answers. The answers shall serve as your key to create the right solutions for these challenges.

Market research can also provide you with the following information:

  1. Market share and trends
  2. The decision-making and sales process of your target audience
  3. Competitor profiling
  4. Customer service ratings (compared to your competition)
  5. Marketing and sales tactics that can retain prospects
  6. The most effective (or memorable) marketing tactics

Whether you are starting a small business or looking to expand your existing operation, you should utilize market research to help you create an actionable marketing and business strategy.

How & When to Start Marketing Your Product: 4 Tips

“How and when should I start marketing?” Many companies and new entrepreneurs can easily get hung up on that question. Whether it refers to determining when to start marketing your product or service to customers, or figuring out the correct market in which to launch, the following 4 steps will help guide your through the process.

  1. Product Knowledge

You need to frame the product/technology as it relates to your proposed product timeline and evaluate what stage it currently resides. Doing so defines the timing of when you should go to market and who would be the ideal target within each of the product’s stages.

If you aren’t sure where your product stands, consider the following points:

  • Are the primary features still being developed?
  • Are there enough features to let someone test and give meaningful feedback?
  • Are you ready to present your product and find a first beta tester or even customer?
  • Where does your product reside in the product life cycle? Each of these stages varies in length and directly affects how you market and what your timing is.
    • 1. Development
    • 2. Introduction
    • 3. Growth
    • 4. Maturity
    • 5. Decline

Product knowledge will assist you with your marketing messaging as well as increasing your competitiveness within the market place.

  1. Marketing Strategy

Your marketing strategy should plan out the approach you will take to reach potential prospects. Define your target audience and know the best marketing medium, channel and budget for each persona.

Your marketing strategy needs to include the following elements:

  • Product & Consumer
  • Price & Costs
  • Place & Convenience
  • Promotion & Communication

4marketingPsandCs

Also consider these points when building your marketing plan:

  • Who your product or service will serve
  • Where to reach these people
  • How to reach these people
  • How to best do the above given the resources you have
  1. Competitive Landscape

To be successful and truly stand out to your target audience, it is crucial to have a deeper understanding of the competitive landscape. Figure out who the top competitors are, along with their value proposition and core messaging. Can your product or service thrive in the market place? All products, services and companies have competitors so be sure you conduct due diligence. I recommend starting with some web searches then building from there.

  1. Messaging

After you have developed your marketing strategy and understand the positioning of your product in it’s competitive landscape, the final component is to define the messaging. Your messaging is the compilation of the first 3 steps, but positioned in a compelling manner. It must be creative, catchy, engaging, memorable and most of all convert-able (leading to new business). If you are to be successfully noticed by a prospect, your messaging must be timely, relevant, and personalized.

Provide value and think about your unique value proposition. Consider the use of comparative language. Are you faster, bigger, sleeker, or cheaper? Your product knowledge, market strategy and competitive knowledge should help you to create messaging that will engage your target audience.

The 4 steps I’ve outlined will help you determine when or how you should market your new product or concept. It should begin developing an actionable marketing strategy that will allow you to under stand your product/service and it’s target audience. This also includes conducting market and competitor research as well as creating engaging messaging. These tips will allow you to properly plan your strategy and execution, which will be the key to your success.

SME Growth Strategies

Growing and scaling are two very important factors in a company’s development and ultimately their success. After your company successfully navigates the initial phases of product/service development it will need to change focus to increasing your market share and increasing your customer base.

The first stages of product development tend to revolve around customer needs, wants and hopefully a gap in the market. When a company begins to develop a product, data must be collect a market assessment should be completed. The more interaction a company has with with their target market, the better equipped the company will be moving forward.

Unfortunately, some companies tend to be focused internally, which can be harmful to the overall production and growth phases. Ultimately, you must know what the customer wants. While you hypothesize a solution (your product) to a specific problem, data must be collected to help improve your chances of success. A product problem is great for companies that are just beginning to understand the direction the company is going to go. Initially the focus is on building a product or service that is going to be positively received by consumers. Growth and scaling of your business comes later.

After you have an optimal product designed and developed, you need to gather feedback from your target market. Engaging and learning with your customers will ultimately determine how your product evolves. This is the point where companies can and should begin their focus on growth strategies.

Now that you have your initial product, you should be focusing on how to brand, market and increase your market share. By now your product has been analyzed, altered and (hopefully) validated by the market. Next the company needs to develop a firm, but flexible growth strategy that the company commits to follow. If your company needs help in this area you are not alone. Having a stable growth strategy and effective plans to complete your growth goals will be the key to your company’s success, or at least preparing them for success. Luckily, for all companies there is a lot of support for developing effective growth strategies.

Going Global? Consider These 5 Things Before Launching Internationally

Thinking about expanding internationally? You should develop an international and localized marketing strategy. A foundational component of this will be international market research. Below are 5 international business and localization considerations that can have an impact on your international business objectives.

  1. Localize currency

While localizing currency may seem like an obvious task, it can be overlooked, which will impact profit margins and revenue. Customers also want to see prices in their currency.

  1. Set prices

Pricing is critical. Are you going to simply apply an exchange rate to prices from your domestic market? You should research the target market to align your pricing strategy and align this with your operating margins. You may be able to increase your rates in international markets, but you may also have to reduce rates to be competitive. This is why market research is important.

You also need to decide whether you’re going to set international prices with an annual price list or an Open Exchange Rate API. An annual price list can be risky to your margins and therefore your bottom line. An Exchange Rate API will reflect the change in exchange rates ensuring that your margin and price is fixed to your business plan.

  1. Translate and localize content

Please don’t rely on Google Translate for this. You will need to describe, present, comment, discuss, sell and respond in the native language. Being fluent means that you take into consideration local jargon and cultural reference points. Poor marketing copy adds a barrier to purchase.

Editing content for new markets is not merely a matter of translation. Localized content will also be required if you’re exporting to countries that speak the same language as the domestic market.

  1. Localize payment, delivery and returns policies

Make sure you select payment options that are suited to your target international market. You will need a specific payment and delivery policy for each international market. Research your markets and understand more about your consumer expectations and their cultural behaviours. You also need to research operating and consumer protection laws, which can differ from market to market.

  1. Service and support

How are you going to deal with after-sales support for a new market, and potentially new language? Do you have anyone in the team capable of reading and returning emails or social media messages in the target language? What about phone calls?

For a successful launch of an international venture, you need to have a plan in place to engage with your local, international markets and customers.

6 Tips for Developing Interesting and Engaging Content

While content may not be easy to right, however it’s a necessary marketing strategy. It’s important to engage your experts and thought leaders to help develop valuable content for your target market(s).

When developing content you should consider a few things:

  • Products or services most desired by consumers may be affected by seasonality
  • Content should be built for the long term and the short term
  • Readers will only consume content that is easy to understand, fast to read and if it provides value

Here are 6 helpful tips for developing interesting and engaging content.

1. Discovery and Brainstorming Meetings

These meetings can help you plan and discuss the fundamentals for content creation. This includes:

  • Marketing strategy: Discuss what has been working and what hasn’t. Then adjust your content types and distribution strategy accordingly. This will help you become more efficient and increase your results.
  • Ask questions customers do: Use those questions for building content. The whole point is to develop content that will provide interesting and engaging content that will provide value and satisfy a client’s need.
  • Publications trending: Have your content published and linked to the company’s website. Back-linking is an important SEO strategy.

2. Marketing and Industry Research

Research is an essential tool that will help drive your business, marketing and content marketing strategy. It will also help you understand your audience so you can build an engaged online following (including social media). It’s important to stay up to date with information related to your industry. If you know what’s going on, your consumers will be more confident in the company and the content you build. The objective is to become a valued thought leader that people go to for information and ideally your services (or products).

3. Content Calendars

This is a must-have. Planning your content marketing and keeping your plan updated and responsive to market trends (sourced by tip #2) will help you execute your content creation. Personally, I love to use Excel. Be sure to include:

  • Social media (what the post will say, the link it will go to, image it will include, and date/time), traditional content (blog posts, infographics, case studies, etc.), press releases and events.

There are many free templates on the internet – I recommend using these:

– Social Media Calendar: HootSuite or Hubspot

– Editorial Calendar: Hubspot

4. Keywords

Keywords should be researched (in tip # 2), included in your content marketing strategy and included in your content marketing calendar (tip #3). A keyword based content strategy will help you increase your organic online search rankings on terms that your potential clients would be searching for. This will also help you align your topics with the search results for your industry or market. It’s important to remember that keyword-optimized content is fine for SEO, but interesting and engaging content should be based on customers’ expressed desires and questions, which will help you to provide value to your target audience.

5. Be Dynamic and Keep It Fresh!

Stay on top of market trends and more importantly topical content. Be reactive and adjust your content calendar (tip #3) accordingly. Consumers will want new content, but not all the time. Also, consider changing your content format, depending on your marketing and content objectives. Examples include: blog posts, infographics, videos, social media posts, images, contents, ebooks/whitepapers, case studies, brochures, case studies, testimonials and press releases.

6. Feedback & Results 

Last, but definitely not least, you will need to gather customer feedback and tracking your performance. This will help you gather feedback from your market and to adjust your marketing and content strategies moving forward.

6 Tips for Developing Interesting and Engaging Content

While content may not be easy to right, however it’s a necessary marketing strategy. It’s important to engage your experts and thought leaders to help develop valuable content for your target market(s).

When developing content you should consider a few things:

  • Products or services most desired by consumers may be affected by seasonality
  • Content should be built for the long term and the short term
  • Readers will only consume content that is easy to understand, fast to read and if it provides value

Here are 6 helpful tips for developing interesting and engaging content.

1. Discovery and Brainstorming Meetings

These meetings can help you plan and discuss the fundamentals for content creation. This includes:

  • Marketing strategy: Discuss what has been working and what hasn’t. Then adjust your content types and distribution strategy accordingly. This will help you become more efficient and increase your results.
  • Ask questions customers do: Use those questions for building content. The whole point is to develop content that will provide interesting and engaging content that will provide value and satisfy a client’s need.
  • Publications trending: Have your content published and linked to the company’s website. Back-linking is an important SEO strategy.

2. Marketing and Industry Research

Research is an essential tool that will help drive your business, marketing and content marketing strategy. It will also help you understand your audience so you can build an engaged online following (including social media). It’s important to stay up to date with information related to your industry. If you know what’s going on, your consumers will be more confident in the company and the content you build. The objective is to become a valued thought leader that people go to for information and ideally your services (or products).

3. Content Calendars

This is a must-have. Planning your content marketing and keeping your plan updated and responsive to market trends (sourced by tip #2) will help you execute your content creation. Personally, I love to use Excel. Be sure to include:

  • Social media (what the post will say, the link it will go to, image it will include, and date/time), traditional content (blog posts, infographics, case studies, etc.), press releases and events.

There are many free templates on the internet – I recommend using these:

– Social Media Calendar: HootSuite or Hubspot

– Editorial Calendar: Hubspot

4. Keywords

Keywords should be researched (in tip # 2), included in your content marketing strategy and included in your content marketing calendar (tip #3). A keyword based content strategy will help you increase your organic online search rankings on terms that your potential clients would be searching for. This will also help you align your topics with the search results for your industry or market. It’s important to remember that keyword-optimized content is fine for SEO, but interesting and engaging content should be based on customers’ expressed desires and questions, which will help you to provide value to your target audience.

5. Be Dynamic and Keep It Fresh!

Stay on top of market trends and more importantly topical content. Be reactive and adjust your content calendar (tip #3) accordingly. Consumers will want new content, but not all the time. Also, consider changing your content format, depending on your marketing and content objectives. Examples include: blog posts, infographics, videos, social media posts, images, contents, ebooks/whitepapers, case studies, brochures, case studies, testimonials and press releases.

6. Feedback & Results 

Last, but definitely not least, you will need to gather customer feedback and tracking your performance. This will help you gather feedback from your market and to adjust your marketing and content strategies moving forward.

6 Tips Creating a Valuable Online Survey

Because of the wide availability of opportunities to create surveys using free online survey software, you can quickly and easily gauge customer satisfaction or interest in new product offerings via customer surveys.

When using a free or subscription-based online tool to create a survey, however, you must be certain that the survey is carefully designed to yield the most valuable data.

  1. Preliminary Research

Online survey software makes it easy to create multiple surveys, which means you don’t need to create one survey to address all of your market research needs.

So know what it is you want to know:

  • What information do you need from your survey?
  • What do you plan or hope to do with that information?

Different goals require different types of data from customers or potential customers. For example, the information you gather prior to launching a new website will be different from the information you’ll solicit before adding a feature to an existing website.

  1. Determine the Target for your Survey

Almost all survey software enables you to enter an email list. How do you determine which people to include on that list?

Choose a specific group of people you want to survey:

  • Existing customers
  • Potential customers
  • Purchased sales leads

Customize your survey for the target group. When you create a survey for college students, for example, the tone and language will likely be different from that of a survey for senior business executives.

Writing questions tailored to your target audience will increase the response rate of your survey and result in more valuable data.

  1. Write Simple Questions

Regardless of your target, use simple, straightforward language in all of your questions.
Most participants will not take the time to read a question more than once.

Multiple-Choice Questions

If you choose to use multiple-choice responses, be sure that each choice is distinct. Participants should not have to consider two responses that seem almost identical.

It is acceptable to use questions with fewer (or more) response choices than other questions if doing so improves the clarity of a question.

Double-Barreled” Questions

Double-barreled questions actually query two different data points. An example would be “How important are cost and quality when considering a new car?”

This question asks for two pieces of information, the importance of cost, and quality. And so there is no way of knowing which feature respondents have in mind when they respond.

Break down such questions into two short and simple questions; doing so will lead to better data.

  1. Prioritize Your Questions

You have a choice of how to order your questions:

  • Randomized question order: Questions appear in a different order for each respondent.
  • Static question order: Questions appear in the same order for all respondents.

To best control the survey results, choose a static order.

Create a survey that starts with questions your respondents will find most interesting. Respondents are always most engaged when responding to questions about their own experiences. The most effective survey will therefore move from the most- to least-personalized questions.

Group questions. When you create a survey, also consider the groupings of your questions. Developing blocks of questions that address a single theme from different perspectives will return very specific data.

  1. Formatting

Most online survey software websites offer premium features that enable you to customize the layout of your survey. Be sure that there is ample white space between questions.

If possible, use survey software that presents each question individually, on its own page.

progress bar will help respondents measure their progress, without being overwhelmed by a long list of questions.

  1. Test Your Survey

Finally, test your survey before sending it out to. Survey testers should, of course, check the questions for spelling and grammar errors. Just as important, however, is to learn how respondents may react to the questions.

Key issues for survey testers to assess:

  • Are there any questions that are confusing?
  • Could any be misperceived as offensive?
  • Is there a logical order to the questions that allows respondents to build upon prior responses with more detailed data?

Once you’ve vetted and revised the survey based on the feedback from the testers, release the survey to your target group.

The next time you create a free online survey, keeping these tips in mind will ensure survey results are meaningful and valuable.

Market Forces & Access to Capital

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.
  6. 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.
  7. Networking is paramount. This is the best and easiest way to obtain guidance and learn from expertise and industry leaders.
  8. 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!
  9. An idea is worth nothing unless it can be commercialized. This is the cold, hard business truth.
  10. Execution is greater than strategy. The business needs to run efficiently and effectively.
  11. 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.

3 Tips To Develop An International Marketing Strategy

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

Translation errors:

  • 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.