There is one big difference between your ordinary marketing and your international marketing. And this difference is enormous.

• Your international marketing has to actively build relationships.

International marketing has a bigger task to complete compared to your domestic marketing.

And this is the reason why.

Cultural Differences Change Your Marketing Scope

Your domestic marketing, or the marketing you use at home, works well within a culture that you understand.

You probably do not realize the depth of your natural understanding of your market… that is, until you start cross-cultural marketing.

This is the key.International marketing is cross-cultural marketing.

Marketing to a foreign culture.

Cultural differences effect a great many aspects of your international marketing. In fact, cultural differences can effect any given slice of your entire international business.

To get sales out of your marketing tactics, you must have an intimate understanding of your market. This is always the foundation of good marketing skills.

And this is why you need to give more thought to your international communication. Especially if you want to get marketing results similar to what you are used to. You actually need to review:

• All aspects of your communication
• …Even down to the most basic level of communication.

International marketing means preparing the path to sell to people from different cultures. People you need to learn how to understand at their most basic levels.

International Marketing Creates Relationships

But let’s look deeper at what communication is.

• At its basic level, communication is about creating relationships.

And this is why your international marketing has to do a bigger job at creating international relationships.

You need to review your international marketing through a slightly different lens.

Your international marketing becomes even more customer centric. Simply to get to know these people who are different. People who will surprise you even when you think you know them.

• This is why you need to make a constant effort to find the right connection with a culture that is not yours.

International Marketing Creates ConversationsYour international marketing often becomes so focused on finding the right communication that you naturally go one step further:

• You strive to create a conversation.

When your marketing connects with your international audience your conversation begins.

And your business needs this conversation to get international clients. This conversation tells you:

• What you foreign market needs.
• What your foreign market wants.
• If you have the right positioning for your product in this market.
• How you should be communicating with your new foreign market to get more sales.
• What your foreign market thinks about your product and how they use it.

Review Your Basics

Many business executives make the mistake of thinking that cross-cultural marketing or multicultural marketing or ethnic marketing is simply marketing.Yes, in theory this is true.

In practice, however, you need to review many more basic business elements. There is a lot more involved.

International marketing also needs to do more than ordinary “marketing”

Cross-cultural communication often means getting down to the basics.

• What do you need to get out of this communication at its more basic level?

When you first start marketing to your international clients you need to verify your basics. And you will find that your marketing needs to do more for your international clients than for you clients at home.

Are you committed to speeding up your international sales cycles?

Learn how to combine cross-cultural marketing tools and international sales strategies for faster sales.

Join us on the International Sales Road Map.

Would you like to develop your international business?
Are you a beginner at international sales and marketing?
Read the Beginners Guide Discover Your International Business.

Cindy King is a Cross-Cultural eMarketer & International Sales Specialist, aligning businesses with different cultures. She has over 25 years field experience in international business development and helps mid-sized business owners create international business development strategies that shorten time to profitability.