We all know that it is impossible to conduct business without advertising. We must somehow reach our customers, let them get to know us and show them our company’s products or services. And if your business is in the phase of reaching out to new, foreign markets? How do you reach customers who are both culturally as well as socially different? What should you know about competition or legal regulations of another country? If you are unsure about what to pay special attention to when advertising on foreign markets, this text will help you in finding answers to many questions!
Make sure you have a good translation
Advertising on foreign markets is primarily associated with the marketing communications and materials being presented in current language. However, do remember that it is not simply a question of translating your materials into the language of a given country. And, without any doubt, never translate anything word-for-word! Why? All advertising slogans or descriptions on the website and online shop should not only be translated into another language, but also properly adapted to the culture of the country. This is extremely important, because the context of a given advertisement can be perceived completely differently in respective countries, and therefore it is worth to carry out a detailed research. It is also worth delegating translations to people who have some experience in copywriting and know the culture of the country that lies within your business interests.
Advertising in distinctive countries
When creating an advertisement for a foreign market, it is worth to investigate the culture of a given country and checking what works in each given area. For example, in Germany, advertising should be based on aspects such as: rationality, a strict product description, clear language, concise information. In France, on the other hand, it is worth focusing on innovation, theatrical style, individualism, and frequent use of metaphors. In England, however, what will work is irony, frequent comparisons, presenting a high standard of living or life stories that include the product. And what about other continents? For example, in Japan, ads that will work are full of simplicity, peace, courtesy, family values, or those showing the client how he can spend time in a pleasant way. In America, it is worth focusing on emotions, direct communication, aggressive comparisons, and humour. Different ads will work in different countries, which is why it is so important to be properly prepared for the complete promotion process abroad.
SEO in foreign search engines
Due to the huge amount of content on the Internet, proper search engine positioning is extremely important in order for your potential customers to find your website more easily. Remember, however, that SEO aimed at acquiring a new foreign client is conducted in the version of the search engine adapted to given country. Subsequent results of the site are also monitored from the perspective of foreign search engines. That is why it is so important to prepare the website in an appropriate language so that Google can better verify the content and rate your domain highly. It is worth focusing on the SEO especially if you run a business related to a specific location (e.g. hotels or holiday resorts) and if potential customers will look for information on the Internet. Appropriate positioning in search engines also plays an important role in countries where distances between cities are greater (e.g. Scandinavian countries) or due to geopolitical conditions (e.g. division into federal states in Germany).
Use local influencers
Recently, influencer marketing has been enjoying great popularity. Why? Influencers reach a very wide audience and are trusted by their followers. Therefore, a collaboration with the most popular social media users can be an excellent form of promotion. It is worth spending some time on research and look at influencers who are particularly popular in the country where you want to promote and run a business. Campaigns with known influencers are extremely popular within a community that uses social media on regular basis.
Adjust the visual strategy to the country
While working on an advertising campaign on a foreign market, you should not forget about the symbolism of colours! Be aware that the same colour in different countries can be associated with completely different things. Therefore, good research is necessary to avoid offending the recipients of a given country, and to adjust the visual strategy accordingly. For example, in England, the colour white symbolizes purity and sanctity, it represents fun and harmony in India, and mourning in China. Purple in England means royalty, in France freedom and peace, and yet in India a great misfortune. The same differences can be found the case of colour red, which in many countries is associated with love or danger, and in Egypt with death. Yellow is also understood differently in different countries. In the US, it will symbolize joy and hope, in China, wealth and power, in India, celebration, and in Egypt mourning. If you do not know the exact symbolism of colours in different countries, you can in fact damage your image, and advertising will not bring the expected results.
Advertising on foreign markets is a complicated process that requires good knowledge of the country’s culture and customs. If a company does not prepare properly for the complete promotion process abroad, it may not only fail to achieve the intended goals, but even discourage potential customers to trust the brand.