This presentation is from Performance Marketing Summit 2014 in Denver, CO (June 17, 2014). Session description: Should you go global? This session will help you decide & create your international expansion plan.

1. Or how to conquer the world and not lose your mind

2. Why expand to new countries?

3. Where to
go first?
• Do you already
accept orders and
ship to other
countries from your
basic .com site?
• Review your site
analytics to
determine where
the highest traffic
and conversion are
• K-I-S-S – just keep
it simple with
English speaking
only country for
now

4. • Does my brand have international recognition
• What are my best selling products in this region?
• What is my company’s value add?
• Who are my competitors in this country?
• What does my company do better ?
• What do my competitors do better?
• Do I have the labor resources to devote to this expansion?
• Do I have the budget for this expansion?
• Do I have the time for this expansion?
• Do I have the endurance, enthusiasm and sense of adventure?

5. Logistics – how to begin?
 Host site on top level domain – e.g. .de - Germany,
.co.uk, .fr – France
 Equip your site with specific language and currency
 Know local customs and holidays
 Know delivery and payment options
 Know what marketing channel works best
 Fulfillment – outsource?
 Customer Service
 Offer equity – make sure your offers are open to all
 Social media – interact through the channel of choice

6. • Engage the services of a
shipping expediting
service
• Partner with larger
shopping sites already in
your target country
• Outsource some of your
business needs locally

7. Use all of your toolbox
 SEO & SEM
 Affiliate Marketing
 Social Marketing Channels – what works best in that
country?
 PR
 Product placement in local brick & mortar retailers
 Speak to your consumers in their language

8. Don’t try to conquer the world all at once
• Start in one or two
countries
• Establish your brand
there
• Then move on to the
next
• Remember this is a
marathon not a sprint