The “marketplace” has changed from a very local audience, to one that you can tap into without any difficulty, as proven by portals like eBay, Amazon, or even Etsy. Your homemade hand cream can become a big hit in Asian markets, just like your water purification system can become a household staple in Peru.
As much as we would like to think that these things just “happen” by chance, the reality is that it takes some effort to prepare your product or service to be used overseas. From educating yourself on things like duties, shipping and handling, digital marketing, and even simple phrases in other languages, you can make your business attractive to a foreign clientele.
Here are some tips that small businesses can use to attract a global audience:
Speak their Language
Yes, it’s true that English is quickly becoming the “universal language” which people around the world as using to communicate with each other. However, the proficiency level varies from person to person, and many times you’ll find it difficult to communicate with foreigners who haven’t themselves invested time into learning the language. Depending on your product, you might want to get a translation of manuals, data sheets, and technical documents, in a variety of file formats and languages. In other cases, you’ll want to use very simple instructions aided with diagrams which will make it easier to understand
Go Online
An easy way to tap into the potential of globalization is by entering the digisphere. Create a website, invest some time in developing social media, and make sure to mention that you do world-wide servicing and shipping. Then it’s a matter of capturing the attention of your audience through search engine positioning, dispersing content through social media, and making online connections with other world-wide brands. Approaching local influencers can also be a useful tactic, especially for lifestyle brands. Develop a hashtag strategy and run a few contests to get a healthy following which can be analyzed and used as market research.
Find Representation
Depending on the specific markets you are trying to reach, you might find that there are already existing channels you can use to get the message of your product or service across. There could be distribution companies specializing in getting products similar to yours into the country, or interested individuals who would love to represent your brand and act on your behalf in local markets. Though you will be losing out on some of your profits due to the fact that you would be paying commission, the exposure and possibility for your audience to interact with your brand representative on a personal level could be well worth it and your sales could reflect it.
Be Ready to Sell
If you are targeting a foreign audience, don’t be surprised if all the sudden you start getting traction and orders start coming in. Already knowing your shipping rates and times will make this process more user-friendly and more likely that your customer will actually go through the checkout with what’s in the “cart”. Yes, you can scramble to produce this information, but having it ready for a quick response and transaction makes it a more professional and wrinkle-free experience, and therefore a stronger contender amongst similar companies present on a global front.
Even small companies can gain recognition and support from foreign consumers and investors. If you put in the effort to position yourself for the global marketplace, you might be surprised by the opportunities that arise. Once you address some of these tips you’ll find yourself on the journey of a lifetime and the rest of the path will be very evident to you.
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