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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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Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
“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…andespecially international marketing
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
www.InternationalMarketingWorkshop.com
Great International Marketingstarts with great domestic marketing
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
NH International Trade Resource Center
International Marketing Workshop & Seminar
16 September, 2014
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
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
Context – why they buy
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
Context – who they are
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
≠
Context – how they see you
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
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
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
>90%>90% of all business purchases originate with an internet search
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
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
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
contextBuyers 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
Selling is dead – today buyers buy on their own
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
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
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
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
personas
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
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
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
what & where
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
Green te
a
flavor?
?
Weetabix prepares to export green tea breakfast bars to China
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
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
content marketing methodology
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
Stop trying to
sell – help people
buy well
marketing (& sales now) journey
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
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
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
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
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
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
http://www.searchenginecolossus.com/
data & technology
you them
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
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
Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com
Find this presentation and more resources
www.InternationalMarketingWorkshop.com
Including contact info!
Ed Marsh | (978) 238-9898 [email protected]