Generating Power for Your Global Campaign

Lance Hemenway Blog, Content and Creative

The global marketing trend is expected to continue this year as companies of all shapes and sizes try to expand their reach and find new customers. Internet marketing is a fairly inexpensive way to test the international waters, but there is a right way and a wrong way to go about it. Here are a few things to think about when you set sail for unchartered waters.

First, don’t get lost in translation. Your brand name is your foundation, but you must recognize that names that work well in one language can be marketing disasters in another. Optimize your brand name for each individual market. The same goes for SEO keywords. SEO is crucial in all markets, but keyword translations are not always successful. To make the most of your SEO efforts, research common keywords in each market.

Next, don’t ignore cultural differences. When going global, you really have to do your homework. While U.S. consumers pretty much have an “anything goes” mentality, that’s not always true in the international market. Details that you not might think twice about, such as color preferences, fonts, and acceptable types of payment, can make or break a deal in other parts of the world.

Along this same line, localize every aspect of your campaign. Campaigns rarely transfer well from one country to another. Again, do your homework and modify your campaign as necessary to meet local needs. This applies to everything from SEO, to PPC, to social media and your content. Tailor every aspect for each market. You may even consider hiring local talent to manage your social marketing efforts, track trends, and provide accurate translations. Additionally, optimize your site so that it accepts the local currency.

Finally, and this should really go without saying, but optimize your site for mobile. Despite cultural differences, consumers around the world have at least one thing in common: if they can’t easily access and navigate your site, they will get frustrated and leave.


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About the Author
Lance Hemenway

Lance Hemenway

Lance is the AdStation Director of Marketing. He's an internet veteran who was a founding member of Intermix Media, the parent company of Myspace.com. Lance serves on the boards of the Bureau of Internet Accessibility and Think Big Kansas City. He's based at the Kansas City headquarters.