why going global is essential to your business by fred schaub

#SMX #12A1 @MrFred_S

…and how to do it well

WHY GOING GLOBAL IS

ESSENTIAL TO YOUR BUSINESS


and how to do it well

WHY GOING GLOBAL IS

ESSENTIAL TO YOUR BUSINESS


Hi, my name is Fred


How big is the world?


A few numbers to size-up the world

7.5 B humans

3.8B on internet

2.8B social media users

4.9B mobile users

2.6B mobile social media users

+10%

+21%

+5%

+30%

Source: We Are Social + Hootsuite Digital in 2017 Global Overview

Growth vs prior

year


Sour

ce: W

e A

re S

ocia

l + H

oots

uite

Dig

ital i

n 20

17 G

loba

l Ove

rvie

w


Where will we see growth?

With anemic growth in American and European markets it is up to you to anticipate and focus on Asia-Pacific and Middle East –it’s not too late.

Source: EMARKETER


The world is REALLY REALLY BIG


So are the opportunities


But the risks as well


Want your customers to feel like they are staying there?

Then consider the following


Let’s do all the same


Core considerations when going global

Linguistic Cultural Technical


Linguistic considerations

Linguistic

1. Brand name2. Version 3. Form4. Tone


Linguistic considerationsBrand name


Linguistic considerationsVersion

Prioritize based on

opportunity for your product

OR

OR


Linguistic considerations

Formal Informal

Form


Linguistic considerationsTone

Personal / impersonal

Direct / indirect

Simple / technical

Warm / Authoritative

Tone


Cultural considerations

Cultural

1. References2. Preferences3. Awareness4. Perception5. Competition


Cultural considerationsReferences

Ensure you speak the same language, and

use relevantreferences


Cultural considerationsPreferences

Be mindful ofelements that

could turn your audience down


Cultural considerations

Installments

Preferences

Be sure to offer the expected

options


Cultural considerationsAwareness

ü Who you areü What you stand forü Build an audienceü Then – and only then – sell


Cultural considerationsPerception

“Our feelingsare a product of our perception”

Sonya Teclai


Cultural considerationsMarket competitor(s)

“There is no greater danger than

underestimatingyour opponent”

Lao Tzu


Technical considerations

Technical

1. Content aspect2. Content format3. Platforms 4. Tagging and coding


Technical considerationsLocalized format


Technical considerationsLocalized format

Check your1. Format2. Measures3. Norms

• Celsius and Fahrenheit• Inches and centimeters• Pounds and kilograms• 5/24/2017 and 24/5/2017• Driving side of the road• Etc.


Technical considerationsDifferentiate content


Technical considerationsUtilize technology

3 ways to implement: • A link element in the header• In the HTTP header directly• Through the sitemap


Technical considerationsSocial platforms


Technical considerationsSearch Engines

#SMX #12A1 @MrFred_SNow it’s time to take notes

Conclusion




• Ensure your brand name translates well

• Define your target audience, its languageand preferences

• Address your audience appropriately

• Review your references

• Cater to preferences

• Build your awareness if needed

• Position the perceptionof your brand

• Know your local competitors

• Localize the format

• Customize the content

• Use technology + coding

• Target the right platforms

• Be relevant by being where your customers are


Global is complex, not complicated

(really)


LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX

why going global is essential to your business by fred schaub

Marketing