B2B Canadian Companies Going Global - Action Plan

Sourcing International Brand Distribution Channels

Many businesses today have to embrace the idea of expanding internationally in order to take advantage of lucrative foreign markets.

There are many benefits to going global including increasing of ROI, increasing of value to all stakeholders, a more widespread brand recognition, and reduced dependence on local and existing markets.

Especially preparing for a "double-dip recession", businesses must have a viable action plan to ensure success in expanding its services or products across borders, oceans and networks.

Action Plan

Going Global - Step One - Search Engine Optimization Strategies

Search Engine Optimization is a widely overlooked website strategy for many companies, groups and individuals.

Attracting potential customers, recruits, and news media to your website and ensuring that, once there, they will find the content engaging and relevant, is a crucial strategy for ongoing success.

Employing advanced SEO strategies may be the most important step in reaching an international audience. Appearing on the first page of search engines not only spreads awareness of the company but also increases the likelihood of the client clicking on the website link. Furthermore, it establishes credibility.

Most business strategies are based on ROI (Return on Investment) and measurable results. Therefore, we must have the ability to record our client's target market activities, preferences, and purchasing habits.

Going Global - Step Two - Press Releasing and Public Relations

Businesses must take steps to build credibility, especially when targeting foreign markets.

A proven technique is press releasing. A press release, when published, not only draws in positive attention but also uses the media as a vehicle to establish additional credibility.

Going Global - Step Three - Trade Publication and Online Advertising

Written communication is a core part of reaching international audiences as it can easily travel across distances.

Advertising in trade publications and relevant websites can further establish credibility and expertise for the company.

The right content placed in the right channel can solicit immediate response from clients.

Going Global - Step Four - Tracking Lead Sources

Along with SEO strategies, search engine tracking such as Google Analytics can provide insights into the demands of global markets.

A high number of visits from a country or territory may mean potential leads in a foreign market.

With this information, a company can work on a content strategy that targets the potential client(s).

Going Global - Step Five - Media Integration

With the current digital environment, there are many means for a company to build relationships with its target audiences.

A very popular choice is social networking. However, there are steps in implementing social networks.

When approaching foreign markets, it is important to research and assess the popular channels used in that country. It is beneficial to focus on the social networks most used by the target audience and to avoid signing up for everything that is available.

To read more on all the steps on Going Global, please visit: B2B Canadian Companies Going Global - Action Plan

This article was written by Garrett who is the principal and brand marketing director of ISI - Ideographic Strategies Inc. and an honours graduate in graphic design and photography from the then Emily Carr College of Art and Design, Vancouver in 1986. For over two decades, Mr. Chong has value-added his award-winning creative abilities as a creative director, facilitator, marketeer, copywriter, graphic designer and video/photographer. Garrett and his team have been broadcasting their integrated brand marketing, communications and interactive media solutions for local, national and international clientele since the mid-80's.