Best Tips for Online Branding Your Global Business
In the wake of the pandemic, it seems that there is no point in talking about expanding a business and going global. Yet, many companies are not scared of the virus that has disrupted the entire business world and still work on bringing their global expansion plans to life.
The poll by Corporate Compliance Insights surveyed over 1,000 tech businesses from the U.S., and all of them confirmed that they are planning to go global despite the fact that the pandemic is still going on.
If you are among those fearless who still plan to go global in the nearest future, you need to start putting your online brand into that perspective as well. Today, we’re going to take a look at a few tips on how you can make that happen.
1. Think about Your Target Audience
It is essential to collect all the details to understand customer behavior when you’re entering the foreign market. But it’s also important to create a marketing strategy with the consideration of that audience’s language and culture. And, if you skip that step, it can undermine all your online branding efforts.
Besides, such negligence can undermine the reputation of your brand even before you enter the foreign market. It happened to KFC during its attempt to enter the Chinese market because of the improper translation of their slogan Finger-Lickin’ Good into Eat Your Fingers Off.
Even though this mishap didn’t ruin the company’s plans to succeed in China, it is still remembered in the business world as a poor practice which you should avoid at all costs. So, when developing the online brand for your global business, show respect to the target audience’s culture by localizing all your branding materials properly.
2. Find Local Influencers to Help Promote Your Global Brand
If you have plans to expand your business to different markets abroad, you need to make an effort to appear relatable to the local audiences. One of the most effective ways to achieve that is to partner with local influencers who can help you promote your brand in the respective market.
Airbnb is a great example of this strategy in action, as it often shows the hosts that sublet the apartments through Airbnb’s services around the world:
Image credit: Airbnb
With this approach, Airbnb tries to make its customers feel more welcome, no matter where they are and where they are coming from.
However, there is a trick with this strategy, as it requires you to find the influencer that has experience in your niche. For instance, if you’re expanding your foreign language school where people can study fluent English to other countries like Italy, Germany, and Russia, you need to find influencers there within the education industry who can help you promote your business locally.
It’s also worth mentioning that partnership with local influencers within your niche will also help you attract the right audience right away.
3. Create a Social Media Profile for Each Market
If you want your foreign audience to recognize you as a brand, when it comes to your digital marketing strategies, you need to speak your audience’s language. They need to have an opportunity to review your products and business updates in their native language to ensure that there is a full understanding between you and them.
And since people mostly use social media for brand updates, it makes sense to have a separate social media account for each country which you are planning to enter. IKEA is a great example in this case, as it has different Instagram profiles for every country where it sells its products:
Image credit: IKEA France
Such an approach also creates an opportunity for you to communicate with your target audience more, let them share their insights, and find out how you can improve your online branding strategy for your global business even more.
Over to You
Of course, going global with your business won’t deliver quick results. There are a lot of points to consider, and online branding is one of them.
That being said, the most important point in online branding for a global business is to understand the target audience and speak its language. If you achieve that, then your online branding efforts will definitely not go to waste.
Ryan is a passionate blogger and writer who likes sharing his thoughts. Now he works as a content editor and internet researcher, you can check his site. He likes to travel and explore new countries.