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Tips for International Marketing

In recent years, a number of UK SMEs decided to try their luck and expand their business by approaching international markets. Indeed, targeting new potential consumers in a foreign country, although still complicated, is nowadays easier than ever before, mainly due to globalisation and recent developments in technology.

There are many different approaches to internationalisation. Some business owners prefer to adapt the ‘one-for-all’ approach where all target counties are penetrated with the original content such as marketing or legal materials. Others, prefer to treat each target market as an individual entity and localise their approach according to a number of factors. Although this localised approach can be naturally longer and somewhat more expensive, the return on investment is usually much greater.


Approaching each foreign market from an individual angle can be time consuming, especially for smaller businesses, nevertheless, this approach can greatly increase your chances of success. Making sure that the potential customers are targeted based on their specific consumer wants and needs is definitely highly recommended. A number of factors can strongly influence how a customer reacts to different stimuli. For example, political, religious or social factors are different from country to country and these can impact the costumer’s decision making and behaviour greatly.  Localising your approach will allow you to specifically target the chosen market and consumers in the most suitable way which will create a positive reaction. In order to complete this process successfully and professionally, it is always advised to work with marketing translators who specialise in localisation.

Translation Services

Being able to speak in the consumer’s language is truly a great advantage. By translating your material, documents, marketing campaigns or legal papers, you’ll be able to communicate with your potential customers directly and without any barriers. In fact, a recent study suggests that more than 90% of customers prefer to purchase goods and services if the information about it is available in their mother tongue. This shows the true potential which lies in professional translations. Another important aspect to remember is your website. A number of international clients will visit your website looking for more information about the services you offer. By translating your online content you’re allowing them to find just what they are looking for. Additionally, apart from helping the customer, expert translation of your content will also create a more professional image of your company, improving your brand image and helping you in building consumer trust within new environment. Although translation process might seem fairly easy at first, this is actually a very complicated procedure, which, if conducted by an agency which offers professional translation services, takes into account localisation, rather than translating your documents word for word. This can be especially significant when translating business materials such as marketing projects or websites.

For locals – by Locals

Working closely with other local businesses and people from your chosen market can be truly beneficial and can help you in boosting your creditability in that country, making it far easier to market effectively to potential customers. Also, by having people from that particular country appearing in your marketing imagery can be a really good idea. Otherwise, your potential customers may be inclined to think it is not applicable to them.

Re-think Marketing MIX

Many business owners make the mistake assuming that channels used in their home country will also work within the new, foreign market. In some parts of the world, for example, it may be more sensible to invest more money in mobile marketing while in others offline channels, such as print and events may need to be a more prominent part of your marketing mix.

As you can see, although easier than ever, approaching international markets is still a very difficult part of business. From small, local UK SMEs to large international organisations such as IKEA, companies tried and failed to successfully market themselves in a foreign market. Nevertheless, if planned and executed correctly, from localisation and translation to fully understanding your new customers and market – internationalisation can be a truly beneficial move for you and your business.