As a company that trades internationally, you have different target groups. For example, your Dutch customers have very different standards and values than your German or English customers. To achieve maximum results, you will have to respond to the different target groups with your marketing activities. You can do this, for example, by means of market segmentation.
What is the best way to respond to your different target groups? What is market segmentation and how do you deal with it? These are some of the questions that marketers ask when they want to adapt their marketing activities to their target audience. This blog is full of tips to effectively respond to your target group.
Before you start devising various marketing activities, you will have to determine for whom you are going to carry out these activities. Is your ideal customer a local entrepreneur? Or do you prefer to focus on larger parties?
Imagine you manufacture agricultural farm machinery. Do you focus on the local farmer who will immediately use the machine on his land? Or is your target group an agricultural contractor that may purchase a dozen machines? You may well focus on the wholesalers in the sales area, where you can immediately sell about fifty agricultural machines.
Find out who the ideal customer is for your company. Many companies prefer to serve all possible customers. This creates a challenge for your marketing activities, because how are you going to reach the entire target group? For example, discuss with your sales department who your ideal customer is and focus on that. You can then concentrate on market segmentation.
In the case of market segmentation, you determine your target group based on recognisable characteristics. For instance, you can simply divide the market into, for example, men and women or based on age categories.
When you trade internationally, each sales area has its own target group. You can easily segment these by country and spoken language Residents of a certain country often have their own norms and values that deviate from the norms and values in, for example, the Netherlands. If these norms and values are easy to recognise, you will come in handy in the market segmentation of your target group.
Once you have segmented your target audience, you can create buyer personae. This is a fictitious representation of your ideal customer. Only do this for your most important target groups, which you truly want to focus on. Give your buyer persona a name, describe his hobbies and interests and reflect on his work. Find out through which channels you can reach the ideal customer, for example, via social media or your blog.
When your buyer persona lives in a specific area, you can take into account the norms and values from that environment. Give them a clear place in your persona so you can always keep them in mind when creating marketing messages.
Now you know who your target audience is, you also know where he or she is located. To reach your ideal target group, you will have to use the right channels. If your customer prefers to go to your website to get information, you will have to use your website optimally to reach your customers in specific areas. You can achieve this with a multilingual website, for instance. It is also possible to schedule multilingual posts on Facebook.
You know where your customer is looking for information about your services. Therefore, adjust your channels accordingly and make sure you can be found there.
The success of marketing activities is measured by the number of clicks, likes or visits your activity generates. To get the best possible results, make sure your marketing messages contain the right triggers. The message should activate your target group to actually do something.
The main goal of your marketing activities is to make sure the customers come to you instead of you having to go after them. The best way to achieve this is with a free give-away in the form of an e-book, brochure or fact sheet. Most importantly, this give-away is something your customer wants. You then have his data and you can take action yourself to turn this lead into an actual customer.
The most important thing about deploying your marketing internationally is perhaps having high-quality translations. If the translation of your blog or social post does not match the norms and values of the target group in the sales area, your target group will ignore the message or even have negative feelings about it.
You can reach your target group with the right translation. Of course, you can choose to use a translation machine for your translations, but engaging a translation agency certainly has its advantages.
Want high-quality translations of your marketing activities with the right context and which will help you reach your ideal target group? And do you see the added value of using a translation agency? Does your business operate in the agricultural sector? Look no further than AgroLingua. We specialise in translations for the agricultural, horticultural, livestock, food, and related sectors.
We also take into account the specific terminology used in various languages. Are you curious about our translation services and what we can do for you? Please contact us for more information.