Global Expansion Checklist
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This presentation is from Performance Marketing Summit 2014 in Denver, CO (June 17, 2014). Session description: Should you go global? This session will help you decide & create your international expansion plan.
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Global Expansion Checklist
- 1. Or how to conquer the world and not lose your mind
- 2. Why expand to new countries?
- 3. Where to go first? • Do you already accept orders and ship to other countries from your basic .com site? • Review your site analytics to determine where the highest traffic and conversion are • K-I-S-S – just keep it simple with English speaking only country for now
- 4. • Does my brand have international recognition • What are my best selling products in this region? • What is my company’s value add? • Who are my competitors in this country? • What does my company do better ? • What do my competitors do better? • Do I have the labor resources to devote to this expansion? • Do I have the budget for this expansion? • Do I have the time for this expansion? • Do I have the endurance, enthusiasm and sense of adventure?
- 5. Logistics – how to begin? Host site on top level domain – e.g. .de - Germany, .co.uk, .fr – France Equip your site with specific language and currency Know local customs and holidays Know delivery and payment options Know what marketing channel works best Fulfillment – outsource? Customer Service Offer equity – make sure your offers are open to all Social media – interact through the channel of choice
- 6. • Engage the services of a shipping expediting service • Partner with larger shopping sites already in your target country • Outsource some of your business needs locally
- 7. Use all of your toolbox SEO & SEM Affiliate Marketing Social Marketing Channels – what works best in that country? PR Product placement in local brick & mortar retailers Speak to your consumers in their language
- 8. Don’t try to conquer the world all at once • Start in one or two countries • Establish your brand there • Then move on to the next • Remember this is a marathon not a sprint
Notes de l'éditeur
- Grow revenue Many parts of the world are ripe for adoption of new brands and products. Asia has new wealth – China has a middle class that is powerful and building their wealth Australia has been underserved in online retail until present and is hungry for more product and product diversity Latin America and South America are ripe for growth and have new wealth
- Country expansion is like starting afresh. Remember how long it took your company to achieve where you are now.
- .co.uk enables your site to have relevancy in localized search. Higher ranking for search traffic in that location Make sure that your entire site including FAQs, policies, shipping is consistent in language – don’t forget shipping and invoice With English language sites – taking the time to include specific regional language is essential to assure the consumer that you know who they are Can use a translation API to minimize project management time and reduce admin updates UAE – work week is Sun through Thurs – Friday & Saturday is their weekend. Does social media work better, search. In China social media is the top sales channel. Pinterest and Instagram is huge in Asia
- Shipping services to consider - List your products with Ebay or Amazon country site specific or test the waters in Asia through TaoBao/Alibaba or Rakuten Contact local businesses or networks to outsource business needs locally – e.g. warehouse for bulk returns, center for repairs
- Networks – Rakuten, Affiliate Window, WebGains, A8net, CHan Weibo in China Pinterest not in Europe but big in Asia Instagram