Large corporations, and also PYMEs build digital marketing ecosystems, with automated, cross language materials that can be targeted to relevant countries at little cost, to build more business and grow in international territories.
Why do large companies invest in digital marketing?
There are three types of B2B businesses from an agency perspective:
- Even now there are companies that don’t have a website, their business is concrete and they work with their clients that may have been built up over many years.
- Some companies use their website as a catalogue. Business deals are made in meetings, and the website is used to view products on the fly.
- Some businesses use their website as an integrated sales and marketing tool, integrating Customer Relationship Management software to keep track of leads, deals and clients.
Which one are you?
The current work for sales teams in digital marketing is to convince business in 1 and 2 to invest in option 3. And there is a reason for them to believe in this:
It works. Check out Hubspot’s State of Inbound 2017
The serious business
The metrics and details that can be gained through a digital marketing strategy can give some very clear insights to a company, to the behaviour of its customers, and to its decision-making processes.
The tools offered by software to measure the return on the digital assets, can give you a very clear picture of your return on investment. The direct costs and the professional costs, and how they have improved your bottom-line.
The development of brand, content and image give a solid creative foundation to everyone in the company. Cementing the company’s online image and bringing new users to the company pages.
This can be beneficial for a company to consolidate the teams with brand guidelines and bring a sense of unity to the organisation. Using playtime to inject morale and passion into your team is a rewarding initiative.
Global view of the digital ecosystem
Your digital ecosystem is made up of many assets that work hand in hand to provide information to online users. Getting your brand into the places where target customers are likely to see them.
Let’s look at them from the central focal point of your company’s website. For the purposes of this example let’s invent a B2B brand called MarketFresh Publicity. They have revolving advertising boards in 20 cities that can be used for direct advertising.
The website – This is the hub, and in reality it is made up of three fundamental page types:
- Website pages. These pages relay information about the product, function, price, Key Selling Points. Users will read this content, but only if they are actually interested in the product, and have a need for it.
- Blog. This is really what is used for Google positioning. As users search for solutions such as, “inner city advertising”, the blog will be filled with relevant keywords that will be displayed on the search engine pages.
- Contact forms. These forms are modules of a website which can be displayed on different pages. It is through these that we can capture emails for our newsletter, or qualify potential customers who may be interested in our services.
Marketing materials – Our website is surrounded by many different visual and textual assets. Ebooks, whitepapers, PDFs, and brochures. All of which can contain links to the website and be shared on social media.
Social networks – Using the right messages, you can reach users in different countries and direct them to your contact pages for the local rep. The importance of building a social media presence is not something I need to illustrate in this post.
Ads. Ads can be segmented to display only in certain countries, giving you perfect chance to hit your target audiences in the object territory. Using Google Analytics in conjunction with the Adwords platform, the investment you make on ads can be reported to provide the exact number of clicks and new clients. This gives you detailed information on the return on your investment.
The end user
The focus on an end user is fundamental to any digital marketing strategy and this is the key error in most businesses when they set out their internationalisation strategy. There are various tasks to carry out:
- The texts must be native, and they mustn’t be translated directly. A thorough research plan of the target sector and the buyer persona will be used to build the Brand Guidelines by country.
- The images must be translated and re-designed in an image editor (if they include text). Take a look at this bad example from Leche Asturiana.
- The core messages of the brand must be adapted to the new market. Some German users might find things strange that are used in the Italian market. It might be that advertising in Germany requires a subtler message.
- Revisions may even need to be made to the name of the company and the name of the products, and even the logo. The Opel Nova, in Spain was called the Opel Corsa, because of the implication of the words “No va”, which in English translates as “doesn’t work”.
All of this work lost if your sales team aren’t able to close the deal. Language skills are essential in providing the customer with product information and services, to reassure them of your company’s Key Selling Points and to build a business rapport with possible clients.
This means effective training not only in languages but in how to close deals and use marketing intelligence to give you the advantage when facing the potential new clients.
Building a digital marketing strategy will give you power not only over your competition in your home territory, but also in international markets.