When expanding your business internationally, it’s essential to be aware of the potential marketing mistakes that could occur and the significant impact they can have on a business. By being aware of the most common mistakes and how to avoid them, you can give your business the best chance for visibility, growth, and success.
So with that in mind, here are some of the most common international marketing mistakes and the things you can do to avoid them.
Insufficient market research
One of the most typical international marketing mistakes is when people fail to do enough market research. It is essential to understand the target market and their needs and wants. Without this knowledge, it won’t be easy to create a compelling and impactful marketing strategy that resonates with your audience.
Failing to localise content
Failing to localise content is one of the most common and impactful international marketing mistakes. In essence, you are more at risk of producing content that is not relevant to the specific culture and target market.
An example of this can be using concepts, language, images, and humour that may not be well received or culturally appropriate.
Content that is not considerate to the target market is wasteful, ineffective, and can also be offensive. This lack of cultural propriety can do lasting damage to the business’s reputation.
Not using the proper channels
When marketing internationally, it is crucial to use robust channels to reach your desired target market; this may include using local print and online media and social media platforms that are popular in that country.
If the wrong channels or platforms are used, marketing efforts may struggle to reach your intended audience. This often leads to a waste of both time and valuable resources.
Not translating into relevant languages
This catastrophic international marketing mistake is often made when attempting to expand your business into other countries but not adapting your approach. It’s critical to have all marketing materials translated into the correct language.
It’s also vital to consider the different languages that may be spoken in the same country and therefore may need a different approach to marketing, for example, Canada the French and English language are common dialects used in Canada, and in Afghanistan, you will often find that many communicate in Pashto and Persian.
If marketing materials are not translated into the correct language, they won’t be understood by the target market. This will lead to confusion or even mistrust of your businesses’ expertise.
Not considering the legal landscape
There are different laws and regulations in each country, so it is essential to be aware of these before launching a marketing campaign. Ignoring these could result in your campaign being shut down; you could also face fines, damage to brand reputation, and legal penalties.
Failing to measure results
Measuring the results of your international marketing campaign is essential for understanding what is working and what needs to be improved. Without this data, it will be difficult to make necessary adjustments to improve your strategy.
Lack of flexibility
The international market is constantly changing, and your marketing strategy should be flexible enough to change and evolve with it; being successful and sustainable means being willing to try new things and adapt to the ever-changing landscape.
When budgeting for an international marketing campaign, it is essential to consider all costs and any potential costs that could arise. This includes everything from market research to advertising and even shipping costs if you are selling physical products. It’s also crucial to factor in the exchange rates when advertising in different countries as this can affect what you may and may not have to spend.
Failure to consider all costs can lead to a marketing campaign that is over budget and underperforming, damaging the business’s growth, profit, and reputation.
Not having a plan B
Plans have a habit of not going according to plan, so it’s essential to have a contingency plan in place, just in case things go wrong. This could include having alternate channels of distribution or backup suppliers. By being prepared for the worst, you can ensure that your international marketing campaign is successful.
Without a contingency plan, businesses may be caught off guard by unexpected challenges and struggle to recover from the setbacks. That’s why it’s important to work with translation and localisation specialists who can ensure that your international marketing campaign hits the mark.
And there you have it, the most commonly made international marketing mistakes; we hope that you can avoid them and be well on your way to success by being aware of these oversights.
Please contact us for immediate advice and expert guidance if you need any assistance.