Grow Global Webinar: Digital Marketing for Export Growth

Grow Global Webinar: Digital Marketing for Export Growth

Originally posted on January 15, 2016

Grow Global Webinar: Digital Marketing for Export Growth

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This American Express Grow Global webinar focuses on using digital marketing to ramp up export growth. Hosted by American Express Exporting Advisor Ed Marsh, the webinar covers five key digital marketing strategies to help middle market companies successfully expand into global markets. Whether your business is new to exporting or is already selling internationally, incorporating these approaches into your digital marketing can help take your company’s global growth to the next level. Strategies covered during the webinar include:

1. Leveraging Digital Tools to Help Customers Find You
With more than 3 billion global Internet users, middle market companies can reach buyers virtually anywhere without the traditional risks of early market exploration. Leverage digital marketing through a three-step process: study buyers’ needs, post useful information to help them meet those needs, and then collect more details about them in future interactions.

2. Embracing the Global Nature of Markets
Once buyers find you, you need to manage transactional details like payments, shipping processes and sales terms. By embracing the global nature of the Internet, you can move gradually with low cost and risk, build a pipeline, expand incrementally and invest where you encounter opportunity.

3. Applying Data to Market Selection
The more you collect global data through prospect and buyer interactions, the more you will learn. You’ll create a heat map of market activity – where there’s interest, and where your leads, prospects and sales come from. Now you can target markets based on your own data rather than relying solely on third parties.

4. Expanding Global Programs Incrementally
As you start to understand local market requirements and buying expectations, you can gradually add local language SEO optimization and keywords, index on local search engines and add microsites with the local top level domain (for example, .in for a website in India).

5. Integrating Digital Sales Channels
Finally, integrate digital sales channels through e-commerce, local sales representatives and insights on favored sales channels from local sales prospects. Just as you used an incremental approach to enter the market, you can also incrementally expand your sales channels once established.

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