Any successful business needs international recognition to truly expand. Marketing internationally requires following guidelines like learning the local language, hiring translators, understanding cultural etiquette, accounting for currency fluctuations and purchasing power, identifying local contacts, visiting the region personally, properly packaging and presenting products, learning from existing competitors, and preparing for new experiences. International marketing requires diligence but can open new opportunities if done correctly.

1. MARKETING YOURSELF
INTERNATIONALLY
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2. Any successful business needs to leave a footprint globally to create an impact.
While local marketing might be necessary for a product to be launched and earn
its first profit, true expansion happens when the brand is recognized internationally.
Marketing yourself internationally can be an easy task if you follow a set of
guidelines.

3. Language diversity
While English is still a globally used language, each region / nation will have a local
language that the people are comfortable with. The first step in international
marketing is to learn the local language of the target region. It would also help if
business pamphlets and announcements are done at least bilingually – in English and
in the most popular local language. It gives a personal touch. The second most
important rule is to hire a local translator. While it is not possible to express yourself in
multiple languages, hiring a professional and trustworthy translator is a good
investment. From subtitles to micro websites in local languages, these people could
really help. Knowing about your business in the local language makes the target
customers more comfortable.

4. Learning the Etiquette of a Region
Learning the local etiquette and practices are a must if you do not want to commit
a faux pas. Body language and gifts to the local people could make or break your
business.
Did you know that raising a thumb in a success gesture is rude and offensive in some
countries?
Did you know that gifting an umbrella (most commonly given as a free perk to
advertise products) is considered bad luck to people in China?
From learning the proper way to use chopsticks to learning the local form of greeting
is a must to not offend and put off the local people. You can always be on the
cautious side and rather learn before you land yourself in a strange nation and
commit grave errors.

5. Knowing and understanding foreign
currency and capacity
Before you embark on an international marketing spree, it is of utmost importance to
know your target audience. The first thing to note is the currency differences and
local exchange rates. Fluctuations in currency valuation can result in a huge loss for
either party. While you promise to deliver products at a particular rate locally, by the
time you reach your own country, the currency fluctuation might be so drastic. Be
wary and aware of international market fluctuations. Also knowing the spending
capacity and the per capita income of the local populace is a must. While people
in some developed countries could spend on luxuries and huge portions of a
product, some countries might need less expensive variants. Catering to local needs
is an essential success strategy.

6. Identify local points of contact
It is basically very important to have locals who can communicate with their people
effectively. Knowing their tastes and the best way to approach them is an essential
part of international success. Hiring one local man to manage operations and learn
the mood of the country is a beneficial move. They would help in many ways in
representing your product / brand.

7. Make personal visits
There is no match to personally knowing a territory. Making occasional personal
visits to the region to check if the business is running smoothly and learning firsthand
would not only encourage locals to gravitate toward you, but also give a personal
touch to your brand. You could also directly advertise your diverse skills and
reassure the locals by showing you really care about them.

8. Package your product and Present
accordingly
Preparing yourself to actually represent your product to the locals is
tantamount. Proper packaging and presentation of a product ensures
regional success. While the basic concepts could remain same, the
packaging must appeal to the local tastes. Presentation also helps
manifold in sending the message across. How articulately can you
present your brand and yourself? How can you easily learn and get
used to the local tastes?

9. Prepare yourself for new
experiences
While every day is a learning experience even in the home country, new lands offer
a much more diverse scope and a plethora of experiences, most of which can be
overwhelming at times. Preparing with an open mind and being ready for various
reactions would help a long way.

10. Test the waters
Never ever make huge investments in a foreign land upfront until you are sure of the
country or can spare the loss. It is best to introduce bit by bit and get familiar with the
market before increasing the size of the investments in steps. This could minimize losses
and increase profits.

19. Learn from the existing leads
In any business, being a success is more important than being a pioneer. If any of
your competitors are already dealing with your target nation, it is prudent to
observe their practices and success quotient. They would easily lay the
groundwork necessary for you to follow. They would also have learnt what would
work and what wouldn’t. So it is a great idea to observe.

20. On a lighter note
There is a joke about a rep of a famous cool drink company who was unsure of the local language
and decided that pictures would be the best marketing strategy.
He met with his friend who was surprised to know that his plan had backfired.
“But why?” asked the friend.
“I used a set of three pictures to advertise my drink. The first one had a thirsty man
panting on the floor, the second was of him finding out our drink, the third was of the same
man walking upright and refreshed!”
“It seems to be a good strategy”, the friend was confused.
“It was. But I forgot that the locals read right to left!”
While this is in no way making fun of any market as is, this shows the importance of learning the local
rules to be successful international marketing.