Download our free whitepaper on the topic of “Get started internationally” now. Our Marketing Manager Ann-Kathrin Grottke shows you how to achieve global success with a suitable search marketing strategy.
The development of new markets bears risks and problems. The quality and the contents of your website might suffer from it. Furthermore, it isn’t always easy to detect the wishes and needs of the new target group and to gain the trust of the customers. However, an expansion brings several advantages. As long as they predominate, there is nothing to stop your internationalization!
You want to be successful internationally? Then you should first analyze which countries even come into question for your product or service. While choosing your target country, you should not only examine the markets, but also the customers and trends as well as understand the consumers.
Each country has its characteristics. There are markets that are much easier to establish yourself into. You should know that at best before you invest resources and budget. For instance, a bicycle sells better in the Netherlands than on the Arabian market. For this reason, you should ask yourself if you want to enter new markets:
If you don’t know which goals to reach over the next years, you can’t measure success. And maybe there is a reason why you haven’t already expanded yet. Maybe you don’t really know your target group? Or maybe there are problems with payment and shipping arrangements?
If you already have tendencies towards a specific country, you should examine size and potential of the market. And of course, you should have a look on your customers and needs. How do they search, are there special features? Another point in this context is the way to the market. By this we mean the legal aspect, but also internal hurdles that first need to be overcome. It is also important to know if there are deviations from your own market. For example, concerning used terms. While doing so, the same language doesn’t mean using the same terms: For instance, in Switzerland, a customer won’t search for the German term “Fahrrad”, but for “Velo”. Last but not least, you should consider the purchasing power of the respective country. Since a luxury product will not be very successful for instance in a country with low purchasing power.
Don’t just assume things, but base your assumptions on data and facts, especially with the help of studies. Otherwise, you will slip off to stereotyping.