When going international with e-commerce, there are many factors to take into account, such as SEO, user experience and logistics.
However, during the process, many companies overlook developing an international Social Media strategy.The truth of the matter is, social networks are one of the most effective channels for increasing a brand’s visibility internationally – they are an indispensable tool that need to be designed and developed from day one if your company is to enjoy a presence in the various markets.
Here, we’ll explain step-by-step how to utilise your business’ social media in order to succeed cross-border.
How can you come up with an effective international Social Media strategy for your business?
Research your target markets
Before setting up a social media strategy, research the countries you plan to target.
During this phase you should focus on understanding how your potential customers communicate in each of the markets you want to attract. To do this, we recommend recording popular expressions, paying attention to the tone used, and finding out what their general concerns and pain points are.
In addition, we advise conducting research on your fellow competitors, as this will provide you with a lot of useful information and help you find your points of differentiation.
Establish a strategy for each market
Finally, it’s time to create a strategy for each region. In order to do this effectively, the following steps should be taken:
– Set objectives for each country
– Make sure your brand identity is well defined (logo, corporate colours, visual style)
– Establish the keywords that will be used
-Determine the tone and style of communication you will use in each regionSpecify your value proposition
When creating a content plan for social networks, and working in a language other than our own, a common mistake is to use automated translation such as Google. This is extremely unadvisable as it can end up damaging your brand image. The way you communicate is key: the objective is to penetrate the local culture in each country as closely as possible.
To avoid damaging the brand, we strongly recommend hiring professionals to write publications in each of the markets’ native languages.
Measure results regularly
The only way to know if your strategy is meeting your objectives is to frequently measure results.
If, after consulting your statistics, you find that something is not working, it’s time to try something new.
Keep up with trends
The world of social media is very dynamic, so it is important to keep on top of changes and new trends.
How can you do this?
– Study market and social media analysis regularly
– Read local news
– Use Google TrendsResearch what your community is talking about
Reinforce with Inbound Marketing
The power of Inbound Marketing is key to increasing the effectiveness of social media, as it enables you to attract more users to your account.
Try the following tricks:
– Use keywords such as “when”, “where”, “how much” or “how”. The aim is to create content that responds to user needs
– Develop topics that will interest the target audience in each country
Knowing the potential Social Media has to help you successfully go international with your e-commerce, it’s time to get to work. To take your business’ social networking to the next level, we can’t recommend anyone better than our partner JEVNET, an agency that specialises in Social Media and will help you connect with your audience, whatever the target market.