It has never been easier to go international than it is today, where digital allows you to be everywhere at the same time. However, you can’t believe that you can launch yourself in another country from one day to the next, without having prepared anything. In order to launch yourself internationally, it is essential to anticipate by respecting certain rules. Here are 7 steps to follow in order to successfully launch yourself internationally in B2B.
Step 1: use premises
Before starting a business in a foreign country, consider recruiting a native or a local communications agency. Remember that communication habits are different in other countries. Going through a person or an agency with a perfect knowledge of the country, language, culture, audience crossroads, etc. is therefore essential to effectively integrate a foreign market.
The aim is obviously not to delegate all the work to him or her, but to rely on his or her knowledge to ensure that no mistakes are made.
Step n°2: take stock of existing content
In order to do business abroad, as in France, it is essential to have a minimum amount of knowledge of certain documents and content such as :
- Product sheets with visuals;
- Pre-sales documents and demonstration videos;
- Invoice and order form templates;
- Advertising documents and texts;
- A website…
In a few words, all the tools you use on a daily basis in France will need to be translated and adapted to the country in which you wish to sell.
Step 3: determine the new material to be produced
In addition to the content you already have and only need to have it adapted, it is advisable to produce specific content such as :
- Some testimonials from customers in the country, if you already have them, otherwise have them produced specifically.
- A few material focused on the local market, such as blog articles.
Simply put, in order to successfully integrate a particular market, it is essential to immerse yourself in that business. Your customers should feel that they are considered and not feel that they are just another contract for you.
Step 4: have the documents translated
As soon as you have a list of your documents to be translated, it’s time to do so. To do this, we advise you to opt for outsourcing to native translators who are experts in your sector. If there are still errors in your documents, they will be able to inform you of them.
In order to have a quality translation, please note that it is essential to provide your translator with precise information, for example in terms of the target audience and the desired tone.
Step 5: find hot prospects
In B2B, sales cycles are often long. This is why we recommend that you buy hot leads, i.e. contact details of prospects with a genuine, proven project.
Indeed, with classic advertising or content marketing techniques, you will more often reach cold or warm leads, and it will take a long time before you reach the end of the conversion tunnel, thus jeopardizing your project.
To buy contact details from warm prospects, you need to identify “lead brokers” in the target country, i.e. contact salespeople. You can identify them via LinkedIn or Google, or you can use an agency in the country concerned.
Please note: consider that you will probably have to make presentations to prospects who do not speak French. It is therefore high time to ensure that your teams have a minimum command of English or, better still, the language of the country.
Step 6: implement lead generation tools for the medium and long term
By buying leads, you will be able to enter the market quickly and get your first customers. But to sustain and increase your activity in the country, you must immediately put in place actions to feed your customer portfolio:
- Publish ads on Facebook Ads ;
- Publish Google Adwords ads on local keywords;
- Boost your LinkedIn with the addition of contacts via their post;
- Set up targeted ads on local social networks… ;
- Organise webinars ;
- Publish specific content (white papers, blog articles, computer graphics…).
Please note: depending on the country, habits and rules regarding SPAM and privacy rights are different. For example, if you send unsolicited e-mails in Germany, you may get many complaints.
Step 7: be prepared for new customers
Selling is all well and good, but you have to be aware that these new sales are likely to generate after-sales and maintenance needs.
It is therefore essential to ensure that you have the resources to meet this new influx of demand. Production capacity must be able to be adapted as much as customer service must be able to be responsive.
A poorly anticipated launch in a new country can have disastrous consequences. By following these steps to get off to a good start, you should be able to develop your new market serenely.
Our experts can advise you on how to successfully launch your business internationally, you are just a click away!
Comments are closed.