Did you know non-US markets represent 84% of the world's purchasing power? If you are only marketing within your borders, you are missing out on significant revenue. If you are looking to expand into global markets, many companies underestimate how hard it is to market in a new locale.

One common misconception is that translating marketing content is all it takes. The reality is that each target market has its own opportunities and challenges, and many activities are involved.

To grow globally, you need a global marketing strategy.

What makes for a great global marketing strategy?

First, research is essential. People around the world have different needs, motivations, preferences, buying behaviors, and values. If you do not understand your audience, your brand may fail to thrive or may offend your target market. Research helps make sure your strategy aligns with that specific audience.

Next, you need to balance localization and standardization. Localization means customizing your product and content for a specific locale. Standardization means using similar marketing approaches across markets, countries, and cultures. The right balance depends on the product, audience, and whether messaging translates into the new market's culture.

Here are four brands that have gotten it right.

Airbnb: Software internationalization meets local storytelling approaches

Airbnb is a community marketplace for listing and booking accommodations around the world. Its localization strategy begins with software internationalization, including an internal platform to manage functions for target languages and reduce engineering work before localization.

Airbnb has also used translation tools, machine learning, and centralized data to understand audiences in different locales and tailor local offerings.

Two ways Airbnb drives connections with global audiences include:

• Providing a toggle button that automatically translates descriptions and reviews to English.
• Working with local photographers and content creators for authentic locale-specific marketing content.

Booking.com: Doubling down in China

Booking.com offers lodging reservation services in countries around the world and features many languages on its website. The company has placed large bets on China, including support for mobile payments with Chinese payment services such as WeChat Pay, Alipay, and UnionPay.

Booking.com also created a customer loyalty program specifically targeted at the China market, teamed up with local bloggers and key opinion leaders, and used local holidays like Lunar New Year to run marketing campaigns.

Pearse Trust: Establishing international brand authority

Pearse Trust, later acquired by Hawkford, built an international brand around corporate and trust structures. Its global marketing approach included:

• A blog engaging different markets with international affairs content in multiple languages.
• Digital PR placements in local publications across served markets.
• Content specific to each locale, balanced with shared market interests.
• Emphasis on global reach, cultural diversity, and the people behind the brand.

Alibaba: Creating massive growth by building operations in over 200 countries

Alibaba had international expansion in mind from the start. Its sub-brands, especially AliExpress, connect shoppers around the world with Chinese products, brands, and suppliers.

Notable parts of Alibaba's global marketing success include:

• A data-driven approach to global marketing.
• Investment in machine learning and big data to enhance marketing strategies.
• A consistent and recognizable brand identity across markets.
• Platforms that help sellers respond to domestic and international demand.
• Operations and shipping in more than 200 countries.

Key takeaways: top strategies for global marketing

While these four brands differ, all have achieved success with strong global marketing plans. Common lessons include:

• They understand their buyers and adapt content for local markets.
• They focus on user experience by localizing apps and websites.
• They use customer data and research to tailor their strategies.
• They maintain trustworthy brand images across locales.
• They understand that software localization is essential.
• They use local content marketing strategies to build trust.

International marketing is challenging, but with the right approach it can lead to business opportunities and growth.

Next steps

Now that you have learned more about global content marketing strategy, you may want to start your own strategy to support a successful launch in any market.

At Acclaro, we simplify what can seem like a complex process to help you scale global growth and create lasting value for your customers. Want to learn more about how Acclaro can help you achieve your business goals? Get started today.