SEO
From Local to Global: Navigating International Inbound Marketing
JV
Jari Vasko
·12 min read
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JV
Written by
Jari Vasko
Digital marketing expert at Gaasly, helping businesses grow in international markets.
Written by
Digital marketing expert at Gaasly, helping businesses grow in international markets.
International inbound marketing thrives on understanding your audience, and language is at the heart of this understanding. Consider this: a 2020 study (CSA Research) revealed that three-quarters of consumers prefer products marketed in their native language, regardless of their English proficiency. Far from being outdated, this trend continues to influence buying decisions worldwide, making linguistic adaptation a cornerstone of successful global inbound strategies.
Let's do a quick rundown of what we are talking about here. Inbound marketing at its root is about creating valuable content that draws customers to your business organically. The content could be, for example, blog posts (like this), infographics, case studies, personalised email campaigns, webinars, ebooks or interactive content, like quizzes and polls.
The opposite of inbound marketing is the more traditional approach of outbound marketing. Outbound marketing consists of disruptive and broadcast-styled media. Examples of these are television commercials, radio advertisements, print ads, billboards, cold calling, flyers and digital outdoor advertising (DOOH).
SEO stands for search engine optimisation. In the space of international inbound marketing, SEO has a significant role. It involves optimising a website to rank higher on search engine results pages (SERPs) across different countries and languages for relevant keywords and phrases. When potential customers worldwide search for products or services related to your business, a well-optimised multilingual website increases the likelihood of your site appearing at the top of the search results in their respective countries.
This global organic visibility not only boosts your brand's international credibility but also drives valuable, targeted traffic from various markets to your website. Effective international SEO considers factors like local search engines (e.g., Baidu in China or Yandex in Russia), country-specific domains, language-specific content, and cultural nuances in keywords.
Organic traffic refers to visitors who found your website through unpaid search results, driven by the relevance and quality of your content. By prioritising organic traffic acquisition, businesses can reduce their dependence on paid advertising and cultivate a lasting presence within their target markets. This approach fosters brand credibility, builds a loyal audience, and generates consistent, high-quality leads over time.
Conversion optimisation, CRO, is the process of improving your website or app to get more visitors to take a desired action, such as making a purchase, signing up for a newsletter, or requesting a demo. The conversion rate defines the success of conversion rate strategy. Usually, something between 2% and 5% is considered a good rate, meaning only 2000 to 5000 clicks on your site from 100 000 clicks caused the wanted action.
CRO is essentially about tailoring your online user experience to resonate with diverse audiences. This might involve translating key elements, adapting content to cultural preferences, optimising forms for international users, or A/B testing ( AKA split testing) different CTAs (Call to Action) to see what resonates best in specific markets.
Now that we have established some of the terminology related to inbound marketing, what are the things that could arise as problems when doing inbound marketing internationally?
While international inbound marketing offers immense potential for global growth, there are several key barriers to be aware of. By understanding these challenges and implementing effective strategies, businesses can overcome these obstacles and thrive in the global marketplace.
Adapting content to local languages and cultural nuances is crucial, yet quite challenging. Not properly localising messaging can result in confusion, offence, or simply disinterest from international audiences.
Invest in professional translation and localisation services to create a seamless experience for international audiences. Collaborate with in-country experts to deeply understand cultural preferences and adapt content accordingly.
One of the most significant barriers in international inbound marketing is effectively navigating language and cultural differences. Adapting content to local languages and nuanced cultural preferences is essential for engaging audiences worldwide, but it can also be a complex and daunting challenge.
Failing to properly localise messaging can have serious consequences, leading to confusion, offence, or simply disinterest from international customers. For example, a direct translation of a marketing slogan that works well in one country may come across as insensitive or even inappropriate in another due to cultural differences.
To overcome this barrier, businesses must invest in professional translation and localization services. This goes beyond just translating text - it involves adapting the content, imagery, tone, and overall messaging to resonate with the target audience's cultural norms and preferences.
Work with native-speaking translators and localization specialists who deeply understand the linguistic and cultural nuances of each target market. They can ensure your content is not only accurately translated but also adapted to local contexts.
Build strong partnerships with in-market teams or local agencies that can provide invaluable insights into cultural preferences, communication styles, and effective marketing tactics for each region.
Invest time in researching the cultural norms, values, and communication styles of your target audiences. Understand how factors like humour, imagery, and tone may be perceived differently across markets.
Continuously test your localised content with target audiences and gather feedback. Use these insights to refine your approach and ensure your messaging resonates as intended.
By prioritising professional translation, cultural adaptation, and continuous learning, businesses can overcome the language and cultural barriers that often impede international inbound marketing success. The result is a seamless, personalised experience that engages and delights customers worldwide.
Buyer preferences, habits, and decision-making processes can vary significantly across regions. What resonates in one market may fall flat in another.
Conduct thorough market research to understand the unique needs and behaviours of buyers in each target market. Develop buyer personas and tailor content and campaigns to resonate with these distinct audiences.
Effective international inbound marketing requires a deep understanding of your target customers in each market. Buyer behaviours, preferences, and decision-making processes can differ greatly across regions, so a one-size-fits-all approach is unlikely to succeed
To overcome this barrier, invest in comprehensive market research to uncover the unique needs, pain points, and purchasing habits of your international audiences.
Develop detailed buyer personas that capture the nuances of each target market, including factors like:
With these detailed buyer personas in hand, you can then tailor your content, messaging, and campaigns to speak directly to the specific preferences and behaviours of each target audience.
This level of personalisation is key to driving engagement and conversions in diverse international markets.
By taking the time to truly understand your international customers, you can create inbound marketing strategies that resonate and convert, overcoming the challenge of differing buyer behaviours across global markets.
Developing effective international campaigns requires deep knowledge of local markets. Collaborating with the right in-country experts can be challenging.
Build a team of native speakers and regional experts who can provide invaluable insights into local customs, communication styles, and effective marketing tactics. Leverage their expertise to develop hyper-targeted campaigns.
The global digital landscape is highly fragmented, with significant variations in the dominant platforms, search engines, and media channels across different countries and regions. What works in one market may be completely irrelevant in another.
To overcome this barrier, businesses must take the time to deeply understand the unique online ecosystems in each of their target markets.
This includes researching:
While Facebook, Instagram, and Twitter may be ubiquitous in Western markets, other platforms like WeChat, Weibo, and Naver can be far more influential in Asia. Adapt your social media strategy accordingly.
Google may reign supreme in many parts of the world, but local search engines like Baidu in China, Yandex in Russia, and Naver in South Korea often dominate their respective markets. Optimise your content and SEO for these regional players.
Traditional media like television and print may hold sway in some regions, while digital channels like blogs, forums, and industry-specific portals are more important elsewhere. Identify the most relevant media outlets and build relationships accordingly.
Expanding your inbound marketing presence across the specific platforms, search engines, and media channels favoured by your international audiences can ensure your content and campaigns reach the right people in each target market. This holistic, localised approach is essential for driving discoverability, engagement, and conversions globally.
By adapting to the fragmented nature of the global digital landscape, businesses can unlock the full potential of international inbound marketing and establish a strong, lasting presence in markets worldwide.
Tracking and attributing results across multiple languages, currencies, and time zones adds complexity to measuring ROI.
Implement robust analytics and reporting capabilities to gain a unified view of performance across international markets. Leverage marketing automation tools with global capabilities to streamline data collection and analysis.
Measuring the success of international inbound marketing campaigns can be challenging due to the complexities of tracking results across multiple languages, currencies, and time zones. Accurately attributing leads, conversions, and revenue to specific marketing efforts becomes more difficult in a global context.
To overcome this barrier, businesses should invest in robust analytics and reporting tools that provide a unified view of performance across all international markets. Look for marketing automation platforms with global capabilities that can:
By leveraging these powerful analytics tools, international inbound marketers can gain deep insights into what's working (and what's not) across their global campaigns. This data-driven approach allows for continuous optimisation and improvement to drive better results over time.
By overcoming the challenge of measurement complexities, businesses can develop a comprehensive international inbound marketing strategy that delivers measurable results. The key is to adapt content, channels, and tactics to the unique needs and preferences of each target market while leveraging powerful analytics to drive continuous improvement.
That's us! We are a growth-oriented boutique digital marketing agency.
While many companies provide inbound marketing services, Gaasly stands out as a premier digital boutique marketing agency for businesses aiming to establish a robust international presence.
Boutique digital marketing agencies are small, specialised companies that offer personalised and highly customised digital marketing services. Boutique agencies typically focus on a few core areas of expertise and provide a more intimate and flexible client experience.
Gaasly has a proven track record of helping businesses succeed globally. With a deep understanding of the nuances in various markets, Gaasly ensures your marketing strategies are tailored to resonate with diverse audiences.
Gaasly provides a full suite of inbound marketing services, including content creation, SEO, social media management, marketing automation, CRO, and detailed analytics. This holistic approach ensures all aspects of your marketing strategy are optimised for international success.
At Gaasly, the emphasis is on localisation. A team of native speakers and regional experts work closely with clients to adapt content and campaigns to fit the cultural and linguistic preferences of each target market, ensuring maximum engagement and effectiveness.
Gaasly leverages advanced analytics and reporting tools to provide a unified view of your marketing performance across all markets. This data-driven approach allows for continuous optimisation and improvement, ensuring you achieve the best possible results.
The pride of Gaasly lies in the offering of personalised service to each client. By understanding your unique business goals and challenges, Gaasly develops customised marketing strategies that align with your vision and drive growth.