Great International Marketing is Built on Great Domestic Marketing
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International marketing isn't an abstract discipline which is simply created - companies have to start building their international marketing upon a solid domestic marketing foundation. And many small and mid size manufacturing companies lack that base. This presentation covers the important steps to create a solid marketing foundation to be adapted for global reach.
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Great International Marketing is Built on Great Domestic Marketing
- 1. “It ain't what you don't know that gets you into trouble. It's what you know for sure that just ain't so.” Mark Twain on marketing…and especially international marketing Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 2. www.InternationalMarketingWorkshop.com Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 3. Great International Marketing starts with great domestic marketing NH International Trade Resource Center International Marketing Workshop & Seminar 16 September, 2014 Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 4. Ed Marsh Ed was going to be an architect because he loved the nexus of engineering and design. That was before he was going to be an engineer; before he graduate from Johns Hopkins; before he was an Airborne Ranger Infantry Officer; before he set B2B industrial sales records; before he was partners with a German capital equipment manufacturer; before he founded a company in India; until he decided he was tired of managing a business. With that out of his system he founded a consultancy to help US manufacturing companies grow by applying process excellence to business development using a unique methodology which combines digital marketing and international expansion Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 5. Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 6. Context – why they buy Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 7. Context – who they are ≠ Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 8. Context – how they see you Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 9. Context – how you see them Do ‘they’ have the accent? Or do you? Are they more formal? Or are you less so? Do they have too many bank holidays? Or do you work too much? Etc. Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 10. >90% >90% of all business purchases originate with an internet search Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 11. 70% Buyers are typically 70% of the way through their buying journey before they’re willing to speak to a rep Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 12. Individual tactics around SEO no longer work – it’s not a matter of key words, but rather creating a body of content and establishing yourself as a thought leader Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 13. context Buyers are way beyond searching for specific products/suppliers. Now they know that they will find interesting results by searching contextually around their challenges and possible solutions Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 14. Selling is dead – today buyers buy on their own Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 15. The journey to international marketing Must be built! International / localized Sales & marketing execution Strategy & Brand Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 16. The foundation Brand – what you stand for Who (personas) Why (USPs) What (product specifics) Where (vertical & geographical markets) Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 17. Really? I paid for this? This is a bigger task than it appears. And it’s a bigger task than virtually any company without a robust in house marketing team (including product marketing) undertakes. Do you really, really, really know ‘why’? Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 18. Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 19. Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 20. Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 21. personas Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 22. personas Max 5 - prioritized Who are they Typical demographics Where they search for solutions What social media they use | trade journals they read | shows they attend What their professional goals, challenges & concerns are What they search for (if you ever did keyword research or paid for SEO without doing this first…… Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 23. why Nobody buys your ‘product’ – stop selling products & features Understand their business better than they do Begin to build marketing around your expertise in their business challenge – stop thinking in terms of brochures Recognize that you must sell virtually now (70% of the buying journey) building credibility and authority while you nurture the buyer through a virtual sales process. Is it marketing or is it sales?? Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 24. what & where Weetabix prepares to export green tea breakfast bars to China Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 25. what & where What are the applications today What are the profitable applications What are the growing applications Pricing Competition Unique insight Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 26. the framework Remember Mark Twain now! Content Marketing / Inbound Marketing / Digital Marketing / Internet Marketing (but at 90% is there another kind?) Establish thought leadership Be a resource Don’t sell – help buyers find you, learn about their business and research/implement solutions Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 27. content marketing methodology Stop trying to sell – help people buy well Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 28. marketing (& sales now) journey Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 29. structure complete Now you’ve got a strong, strategic, effective domestic marketing program build. You’ll improve it and tweak it, but it will serve as a lead generation engine for your business. Now we can start to look internationally Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 30. fail fast & iterate Executing great domestic marketing is going to support your international expansion in a number of ways: Strong revenue to support investment Lessons learned Great SEO juice Market feedback Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 31. Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 32. iterations Monitor incoming international traffic Work incoming international leads Identify market opportunities Learn about buyers, applications and messaging Contract local channel partners (ask end users and work a persona) Create local language key words / optimized landing page for American English offer Create local language (and market) offer Build microsite / subdomain / responsive content Start process again for each market! Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 33. Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 34. http://www.searchenginecolossus.com/ Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 35. data & technology you them Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 36. Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 37. international finish & polish Now it get’s tricky….. The unknown unknowns The soft, squishy & unpredictable stuff that ‘global’ adds And now I get to hand the hard work off to Wendy! Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
- 38. Find this presentation and more resources www.InternationalMarketingWorkshop.com Including contact info! Ed Marsh | (978) 238-9898 em@cgbadv.com Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
Editor's Notes
- Let’s get important question out of the way! Yes, you’ll be able to download the slides as well as lots of other material here. But you’re not getting them yet – I got the worst slot, right after lunch! So I’m going to have to keep you awake!
- When I listen to someone I always want to understand the key steps in their career that helped to form their perspective. So as I launch into a marketing discussion, here are a few of those key experiences
- Learned from selling large corporate uniform contracts: Nobody cares about your specs, features, etc They buy for reasons that matter to their business “decision maker” is a fallacy – you must market to users, influencers & financial buyer
- At one point I was working with a foreign supplier helping them develop market in the US for some equipment which had applicability in a nubmer of markets. These included greeting cards and pharmaceuticals. And the buyers in each case were completely different – different view, budget, perspective, requirements and experience. But the machine solution was th esame – and the manufacturer insisted on using a specs driven presentaoin. For the pharmaceutical engineer that was OK (although not optimal) but for the middle aged divorced lady designing greeting cards in her living room, it wsan’t
- About 10 years after I married a foreign national (german) I became partners with a german company in a US company. We had a six month honeymoon, then 6 months of growing discord. But as that unfolded it suddenly dawned on me that many of the business partner arguments had echoes of arguments with my wife. I quickly recognized that there are hardired differences in how you look at the world even if you look the same and only have asmall language difference
- Two quick india stories – when I owned my company there one time I was walking through an enormous bottled water facility with the facility GM. He and I chatted in English for ½ hour - and probably understood not more than about 10 words of each. My manager from Mumbai had to “translate” english to english and back for us to communicate. Another time I appologized for asking them to repeat what they said – excusing myself because their accent was so strong. Their answer? That’s OK Mr. Ed….but you’re the one with the accent!
- Business purchases originate with internet search
- If you jump into international marketing without a well developed strategy you’ll waste resources just as if you did the same domestically. You have to build sequentially in order for your program to have power. So let’s start
- Who here are engineers? Show of hands? How about marketing? (as in the beret wearing artist / designer type?)
- Who here are engineers? Show of hands? How about marketing? (as in the beret wearing artist / designer type?)
- NOTE: as we move along I’ll highlight areas which have to be revisited as you move internationally Most companies have never really dug into this in detail. For instance they may say they sell to CFOs, or plant managers, or private physicians, but that’s the end of it. The person selling to private physicians needs to market to the office/business manager as well, at least, even if the physician makes the choice. How many of you have ever considered your ideal sales channel partner as a target persona? See what I mean? And that will be a critical consideration in your export sales growth plan (unless you’re planning to grow through international acquisitions) What do we mean by long tail keywords, how do they work, what’s the change in search engines, etc So why would we need to update this when we go global? How about title (president or managing director)? Education level? Business issues (e.g. here if you sell automation you are working to reduce labor cost. How well does that work in vietnam? On the other hand automation to ensure consistent quality and lead time to satisfy western export orders makes perfect sense. What device is used for the internet? Desktop? Tablet? Most of the world accesses the internet using mobile devices which means your website needs to be responsive (everyone know what that means?) And then imagine how here your buyer may be a mid level engineer, but in a typical emerging market operation it would be the managing director himself in a very strictly heirchechal organization. And translating long tail keywords would be comical. The key words must be based on the contextual local language search they would make based on their role, culture, and local business challenges
- Think about it. do you buy a vacuum? No, you buy the ability to sit on the couch without getting covered with dog hair. The vacuum itself is merely a tool People buy outcomes and you need to build your marketing around the personal, professional and corporation outcomes or value that your product creates For instance – what if you sell storage that will allow a company to substantially increase density by storing vertically – and reduce floor space requirements. You assume that reducing floor space requirements will represent substantial savings, but fail to understand that they assign rolling staff responsibilities to perform quarterly inventory cycle count and requiring a narrow lift fork truck would actually break the inventory process. You can push your features all day without any luck – and you don’t have a sharp, creative direct sales person there anymore to ascertain that. However, they could have a substantial issue with date of expiry and product losses due to shipping more recent product first and expiration of older product. Perhaps changing the organization will help solve that, and reduce costly returns, and prevent customer defections, and reduce warehouse overtime, etc. etc. And internationally it’s even more complicated. What if you sell some financial system – say a POS tool. You save companies time and money in preparing sales and tax reports because of the ease of use and accuracy of your system….except that most retail stores keep cash counting machines on the counter since so much business is done in cash because everyone has black books and white books because of outrageous taxation and endemic corruption. In that case there is no why….and that leads us to
- This requires clear thought before you begin marketing. For instance I recently worked with a company that makes devices for monitoring dust in emissions. They have traditionally focused on purchasing agents in coal power plants. Well purchasing agents have no reason to buy, and power plants are being shut down. So their product was awesome for that…..but it was crazy to put resources into marketing there. But the same product can solve huge problems for a pharmaceutical engineer. Guess what we worked on Then when you get ready to go global – can you, should you, will you localize || cost? Time? Regulatory? Some product localization is clear (voltage, labelling, etc.) Some is regulatory (foods and drugs for instance – but everything in Nigeria via SONCAP) And some if cultural – for instance huge club store packs don’t work where folks have small kitchens, single rooms or shared spaces. And this list can go on at length for all sorts of product considerations
- This requires clear thought before you begin marketing. For instance I recently worked with a company that makes devices for monitoring dust in emissions. They have traditionally focused on purchasing agents in coal power plants. Well purchasing agents have no reason to buy, and power plants are being shut down. So their product was awesome for that…..but it was crazy to put resources into marketing there. But the same product can solve huge problems for a pharmaceutical engineer. Guess what we worked on Then when you get ready to go global – can you, should you, will you localize || cost? Time? Regulatory? Some product localization is clear (voltage, labelling, etc.) Some is regulatory (foods and drugs for instance – but everything in Nigeria via SONCAP) And some if cultural – for instance huge club store packs don’t work where folks have small kitchens, single rooms or shared spaces. And this list can go on at length for all sorts of product considerations
- This is an integrated methodology – not individual tactics like you’ve probably tried
- This is the crux of it all You need to be easy to be found – remember that 90% of buying starts with an internet search? If you’re not on page 1 or 2 you’re not part of the deal! So you need to be found based on what people are searching for. Not based on your product trade name, but based on something like “how to solve XXX problem to save money” The way you get found is through awesome SEO – but SEO isn’t a couple magic words. It’s having a lot of optimized (built around personas, keywords and their business challenges) content (like several new pages/week) which speak to specific topics they are searching for. It’s a combination of factors including social media activity pointing to you, variety volume and freshness of your content, and how well optimized it is. (remember why we started with personas?) You’re going to invite everyone in your back or side door – you know not the formal entry, but the one that friends use. And it’s going to take them right to where the action is - NOT your home page Once they get there they need to find an article that sits them back in their seat – something that screams at them “Wow, where have these people been. They really understand this better than I do!” And then you’re going to have a variety of other appropriate resources listed at the bottom and on the side of the page. For instance, if they came searching for how to solve turnover problems in office staffing, maybe you’d have information on your document management solution around solving misfiling – for instance a whitepaper that talks about the 5 hidden business costs of misfiling If they like your article, and you present your whitepaper, they’ll say, “Gee, maybe that’s worth reading.” they exchange a name and email for your whitepaper. Now you’ve increased traffic and converted traffic to a prospect. Now, since buyers aren’t interested in talking to a rep until they’re 70% through the buying process, they won’t take kindly to your rep calling tomorrow and saying, “So you want to buy document management software?” Of course not. (and people search at the drop of a hat now – it’s not like in the old days when you say in 3rd quarter I’m going to begin researching XXX to buy it next year!) But like someone that you see at the gym every day and 6 monthsl ater learn their name and their profession, you’re going to slowly get to know these people. Periodically you’ll email them info on some of your new thought leadership content – going back to our document management example, maybe an infographic that shows how the admin flow is simplified in an office, or perhaps an eBook that identifies document storage risks with new privacy requirements.. You’ll gradually build a relationship and become recognized as an expert In the meantime their friend mentions to them over a glass of wine and dinner one Friday evening that they’re looking for something similar – and they say, let me forward this to you Eventually they engage with your content in an increasingly interested way. Maybe they watch a webinar about the ROI of an implementation and forward a link regarding IT integration and implementation to their IT manager. You can tell (remember your sales rep has never talked to them) that they are moving along in their buying process. So based on their advanced interest you send them some case studies and then have your sales rep follow up to close the deal This is an entirely different approach than your couple folk sin marketing arranging trade show booths and mailing lists – handing off leads to your direct sales team. This is how people buy, and how you help them do so.
- So now you’ve got the elements together into something reasonable as a whole Now a flow of new content Email marketing Social media engagement Will help You’re also going to be just as obsessive about the metrics of this process as you are of your manufacturing – you know all the time you put into LEAN, and how well you know your every cost line on your P&L? You’re going to be just as cerebral about measuring and continuously adjusting and improving this. And you should have granular metrics to let you do so.
- Market feedback is going to be key You’ll gradually get a sense of where you’ve got demand. Now this will be different than a strategic analysis of where you should go based on your horizon, resources, goals, etc. But….it is the ultimate market feedback. Don’t ignore the leads. Start to work them and find out where you have traction
- I can very quickly start to screen markets by where traffic comes, what sorts of offers they convert on, and then subsequently even display information based on where they are (language, pricing, etc.)
- Make sure that one of your personas is channel partners. And when include a question on your forms to ask end users what channel partners they rely on for information like this. When you’ve got an area, not just of frequent inquiry (can guarantee that will be india) but actual conversion and legitimate projects, then consider creating local langage landing pages optimized around local language keywords (not translated!!!) offering american english content As you start to get traction with that then consider creating local content If that works, then maybe a microsite (or create parallel content to be served depending on the prospects IP address) Then you can get very sophisticated - aleya
- Bullet points seem easy…..but this is not. Quick question – what search engine do you use? Get variety of answers, including suffix. Now, if you were giong to ask someone in spain, what would they tell you? Probably google would be one answer, but .es (entirely different index) Another question – what device do you search from?
- So now as we’re ready to hand it off to wendy….