International expansion is often mistakenly considered an opportunity that only large structured companies can seize, but regardless of the company size it is important to underline that internationalization must first of all represent a relevant strategic option to expand its market abroad before seeing market shares taken away by new competitors on the national territory . And this is true for both Small and Medium Enterprises, as mentioned.
But what are first of all some good reasons to go international?
Small and Medium Enterprises that succeed in internationalizing demonstrate a high level of competitiveness on foreign markets.
Made in Italy and product quality are strategic elements new zealand whatsapp number data 5 million for rooting and have a strong reputation!
Google Doxa Digital data highlights how only 12% of small and 48% of medium-sized enterprises maintain relationships with foreign countries , mainly facing difficulties in finding a commercial counterpart, approaching in a less strategic way and with inadequate tools.
The low level of digitalization of Italian SMEs certainly does not help, despite the "desire" for digital growth demonstrated by recent research, and this is where we need to start: making Italian entrepreneurs understand that there are options, such as Digital Marketing, absolutely within the reach of any SME and thanks to which it is possible to undertake an effective and profitable internationalization path.
So, what should a small/medium-sized business use to make the most of this channel? How can we best intervene from the point of view of web marketing on an international level? And, again: how can we learn the language of multimedia and make the most of it in such a broad and complex context as the internationalization of services?
Fortunately, there is no shortage of answers. Let's start from the top.
Internationalization of SMEs: the role of Digital Marketing
Why then approach Digital Marketing? Mainly for three reasons:
Costs, relatively lower than other marketing channels, especially with regard to the exploration of foreign markets;
Results that are precisely trackable and easily measurable;
All Web Marketing activities, starting from online advertising campaigns, on search engines or social networks, for example, can be modified in real time.
From the perspective of an effective internationalization strategy, Web Marketing is essential throughout the process , both in the phase of approaching the international market (accurate analysis of the foreign market through analytical tools such as Google Adwords Keyword Planner, Google Trends, SEMrush, Google Analytics and many others) and in the phase of actually starting the campaigns (on social networks, for example, essential from the perspective of brand awareness).
Thanks to a correct strategic planning , also defined as Digital Strategy, it will therefore be possible to:
analyze the foreign market
identify the target
select the best channels to activate
define the objectives to be achieved
plan communication and editorial content
define a budget
Digital marketing is, therefore, the key to successful SME internationalization.
New Call to Action
Internationalization of SMEs and International Digital Strategy
Of course, in order to achieve a truly redundant PMI internationalization that can therefore make its echo heard everywhere on the web, it is not enough to do what is usually done for the success of one's business at a national level.
Something needs to change in Digital Marketing activities so that they can survive and be truly effective in the context of the internationalization of a company, starting first of all from the planning of an accurate International Digital Strategy, which must pass through at least these three factors:
Translation of the site into multiple languages;
Social editorial plan and multilingual blog content;
Ad hoc geolocalized campaigns.
Three essential steps for sure, but only by adding more technical activities of restructuring the company website , the beating heart of the entire web marketing activity, analysis of the history and presence or absence of physical offices in the countries to be covered, it will be possible to define the strategy to pursue.
Internationalization Strategies for SMEs: International Web Marketing
With a view to the internationalization of an SME , it is essential, within a business plan , to adopt suitable multi-platform positioning strategies by making use of all the channels and platforms that web marketing makes available to us.
The classic SEO ( Search Engine Optimization ), capable of positioning the company website on search engines over time (it should not be forgotten that Google is not the only one, but at an international level it is also essential to consider Baidu and Yandex, for example), is supported by SMO ( Social Media Optimization ) and SMM ( Social Media Marketing ), which allow you to monitor the Social channels correctly, defining in advance the targets and objectives to be achieved, the platforms to work on (each Social is different and requires different strategies!) and the contents to be conveyed.
Also essential is SEM ( Search Engine Marketing ), which allows you to monitor advertising spaces on search engines (text ads and banners, with constantly updated formats), increasing traffic to the website/landing page, and the very powerful DEM (Direct Email Marketing) activities to be carried out on profiled databases, "populated" also by means of the other channels presented.
Ultimately, many acronyms, perhaps unusual for those who are not yet "digitalized", but a common goal: to allow all SMEs to seize the great opportunity of Business Internationalization , adopting the right tools and planning the most suitable strategy to make their business fly on international markets too!
