A Global Approach to Demand Gen
As marketing professionals, we’re always looking for new ways to generate demand for our client’s products and services. With the global marketplace becoming increasingly connected, there’s an excellent opportunity to tap into new markets and create demand in places we never thought possible.
In this blog post, we’ll explore some of the best ways to generate global demand for your business. We’ll look at examples of companies that have been successful in reaching new markets, and identify some key strategies you can use to get started. So whether you’re looking to expand your reach or simply want to learn more about generating demand in different parts of the world, read on!
Localizing Content for Global Reach
Your content strategy should be tailored for each audience you are targeting. In order to do this effectively, it’s important to have an understanding of the language, culture, and values of your target audiences. This means creating content that speaks directly to them using their language and following cultural norms and customs. It also means understanding the unique needs of each market and what solutions they may be looking for from your company.
Netflix is king when it comes to content localization. Netflix translates subtitles based on their target demographics, and the homepage and movie recommendations vary depending on a user’s location and language preferences. Netflix’s content creation efforts also demonstrate its commitment to app localization. Over the past decade, the company has significantly invested in the production of original Netflix series, films, and documentaries, consistently publishing content that is conscious of cultural and political influences. All of these measures to provide localized content to viewers have helped make Netflix one of the top streaming platforms in use today.
Partner with Local Organizations
It can be helpful to partner with local organizations that understand the local markets better than anyone else. This can help you create content that resonates with locals while at the same time positioning your brand as a global leader in its industry. You can also use localization tools such as machine translation services or natural language processing (NLP) software to ensure that your message is delivered accurately across different languages and cultures. However, the best practice is to hire a professional translator and avoid any embarrassing mistakes.
One example of a locally focused approach is American Express’ ongoing “Shop Small ” program supporting small enterprises by allowing consumers to search for locally-owned business partners globally via their Amex Map. The company also offers rewards for consumers who shop at participating small businesses. These partnerships provide small businesses with visibility and increased revenue and also help increase AmEx transactions worldwide.
Optimize Your Website for International Visitors
Once you’ve identified who and where your target customers are, the next step is optimizing your website for those visitors. Making sure that all the information on your site is accessible and easy to understand should be a top priority.
If possible, consider creating localized versions of your website in different languages or dialects for each region or country where you want to generate demand. This will ensure that all visitors have a pleasant user experience when visiting your website. Less ideal but still helpful is that foreign visitors can translate your website text if they choose Google Translate or another tool.
Coke has been one of the most successful brands in the world, and successfully marketing itself to a global audience is a top reason for this success. Coke has multiple websites catering to different audiences around the globe in a variety of languages and dialects, all backed by extensive localization research the company has completed over the years. We realize that most of our businesses and budgets are not the size of Coke, Amex, Amazon, Netflix, or other large brands yet we can all learn from their approaches.
Identify Engagement Channels That Resonate With Your Audience
Once you understand who it is that you’re trying to reach and have optimized your website accordingly, it’s time to get creative with engaging potential international customers. Consider taking advantage of global social media platforms that are popular in your target markets like Facebook, Twitter, Instagram, YouTube, etc., as well as leveraging email marketing campaigns tailored specifically for global audiences. Pay close attention to lead gen and email marketing regulations before you jump in.
You could also look into paid advertising opportunities such as sponsored content or native ads on popular websites in each region where you want to generate demand. Here you’ll want to get local creative help because ad campaigns rarely translate well.
Conclusion
Demand gen strategies must evolve along with our increasingly globalized world if they are going to be effective at reaching potential customers around the globe. By taking a holistic approach—localizing content, partnering with local organizations, and leveraging powerful global technology platforms—marketers can unlock unlimited opportunities for growth on a global scale. Now is the time for CMOs and global marketers to start thinking outside the box regarding their demand gen strategies if they want their brands to succeed in today’s dynamic global landscape!
