During the COVID-19 pandemic people have been spending more time online, with reports emerging of a sharp rise in cross-border e-commerce sales. Data from IMRG and Global-e, reveals that e-commerce sales from the UK rose by 57% in 2020. The results of a survey of over 200 companies also showed that buying patterns have changed, with more people purchasing items from a desktop rather than their mobile due to the rise in home working.
So, how can businesses capitalise on the shift of the consumer to online and use the opportunity to globalise their company?
1. Optimise your website
Your website is like a shop window. When people are looking at your business, the layout, design and feel of the store will influence whether they will purchase your product or move on.
Your website should also convey your brand’s story. A customer will be looking at why they should trust your company and buy from you specifically. In fact, a recent global study found that consumers are up to six times more likely to purchase from purpose-driven companies. You can convey your story through blogs, videos, and articles to engage your customer and help them identify with your company’s mission.
Website localisation is also an important factor to consider while exporting. Diversity exists across global markets, so a one-size-fits-all approach won’t work when it comes to developing your international trade strategy. That’s why it’s so important to carry out thorough research into your target markets before developing new, or modifying your existing website to appeal to new audiences.
2. Master the art of SEO
SEO strategy is a key factor to consider in successful website localisation. Having your content translated into other languages can provide your company with a major SEO boost as search engines will see the translations as unique content. Content must be created with the target audience in mind however, rather than simply being a direct translation.
There are tools you can use to help boost your website’s SEO. Google Shopping is essential for companies to boost their visibility in the ecommerce sector. It allows you to advertise products in a more attention-grabbing format. As products are easier to categorize than long-form content, Google will automatically match your products with related search terms, allowing for a greater visibility.
3. Develop a robust social media strategy
Social media has an important role to play in establishing a strong global web presence while increasing traffic to your website. By developing an engaged following on social media, you will gain the trust of consumers while maintaining a strong brand identity.
To remain competitive and visible to consumers in your export markets you will need to take ownership of your international social media and develop a strategy to grow your business globally.
The dominant social media platforms will differ from market to market so it’s important to first do your homework to find out where your potential buyers are ‘hanging out’.
The top ranked social networks with more than 100 million users originated in the United States and will be familiar to UK audiences, but European services like VK, Japanese platform LINE, or Chinese social networks WeChat, QQ or video sharing app Douyin have also garnered mainstream appeal in their respective regions due to local context and content. Douyin’s popularity has led to the platform releasing an international version of its network: a little app called TikTok.
You can make your company stand out on any of these social networks by building relationships with foreign customers and influencers and differentiating yourself from local competitors with a strong brand image and impactful messaging.
Being active on social media also allows you to rapidly respond to client questions and resolves issues promptly, another way to build a loyal following.
4. Supercharge your email marketing
Email marketing allows you to easily reach people in a place they visit every day, the inbox. Email feels more personal than social media, and couple this with the fact that it’s an opt-in marketing channel means that it’s one of the most effective weapons in your marketing arsenal when it comes to achieving sales.
Quality email marketing is still, and always will be, an effective means to re-engage with previous customers. It’s proven that repeat customers tend to spend more than new ones so make sure you dedicate time to nurture these relationships.
Email marketing is also a great way to personalise communications to your consumers based on different segments. If you are selling to a few different markets, this is crucial for ensuring you are staying relevant to each audience.
You can also use email marketing to increase your brand’s reputation by encouraging customers to leave reviews. This is especially important if you’re looking to sell in markets such as Japan, where reliable products with glowing endorsements are very important to the consumer.
Looking to boost your international eCommerce sales? We can help
The Department for International Trade is hosting a Women in Global e-Commerce conference on 2 March with successful e-commerce exporters giving advice and tips on how to boost your international sales. You can sign up here.
At Business West, we can help you develop your digital marketing strategy with one-to-one sessions and digital marketing masterclasses. Find out more here.
- Log in to post comments
