Global Opportunities The good news regarding the drop in the US dollar is that it has focused the attention of an increasing number of US companies on export markets, as American products and services are now more affordable and sought after by potential customers worldwide than at any time in recent years.

For companies of any size looking to start expanding internationally, or for those already realizing revenue from global markets and wishing to increase global sales, one key question is how to take advantage of this opportunity in a cost effective manner and maximize the return on your marketing investments (ROI).

New Solutions

The additional good news is that new international Internet marketing solutions we refer to as “Global eMarketing”can make this process more cost effective, and thus more profitable, than at any time in the past. Since now over 80% of online users reside outside of the US (Nielsen//NetRatings), the potential to reach new customers worldwide via online marketing is tremendous. If you haven’t already integrated these solutions into your plan, you may be leaving significant dollars on the table.
Our own experience in developing global markets for our clients shows us that adopting a systematic and integrated approach with respect to global Internet marketing is the best way to ensure ongoing success. From lead generation, to follow up online marketing campaigns, to the eventual close of the sale and even follow up training and support, there are Internet based solutions that can make the process highly efficient and profitable, and improve your marketing ROI.

Cost Effective Internet Lead Generation

A systematic approach begins with utilizing global lead generation methods such as Multilingual Search Engine Marketing, including both Search Engine Optimization (SEO) and Paid Search Advertising, also known as Pay Per Click Advertising (PPC). Multilingual search engine marketing (through Google for example) is a very effective way to find highly qualified leads in a cost effective manner, since potential customers came looking specifically for your products via targeted keywords or key phrases entered into their language specific search engine.

Another cost effective way to find highly qualified leads is through online marketing research to find and build email databases of potential distributors worldwide, often at a fraction of the cost of other more traditional methods such as International Partner Search program run by the US Department of Commerce, where you are charged a fee per market for their service.

Blogs, RSS feeds, as well as other content rich lead generation campaigns can also be utilized to attract the attention of potential global customers, as well as capture their contact information via online sign-up features.

Global CRM Campaigns
Once you have developed an electronic marketing database of prospective customers worldwide, you can engage them with a systematic Customer Relationship Management (CRM) program that consists of email news releases and e-newsletters, for the purpose of both customer acquisition as well as customer retention. This approach both keeps your company and products in front of any current customers, as well as lets potential distributors in markets where you wish to expand know you are still looking for partners. Going one step further, the content for these news releases can be repurposed to be used as the content used for company website

Blogs or RSS feeds, another source of lead generation mentioned above. The key for the “Global eMarketer” however, is to approach worldwide lead generation in a consistent and systematic manner.

Closing the Deal Online

A final step in the marketing and sales process can occur when potential international customers show an interest in your products. Utilizing interactive Webcasts or Webinar solutions, you can easily (and very cost effectively) conduct a sales presentation to “close” the sale. Using just this approach, we have brought in hundreds of thousands of dollars in new international business for our clients, and in almost all cases we have never met the new distribution partner in person. All potential costumers need is access to a web browser and Internet access, and you are virtually in front of then conducting a sales pitch, conducting follow up product training, and even conducting customer support when the relationship develops further.
This systematic marketing approach can be used as part of a global channel development program in conjunction with more traditional methods (attending international trade shows for instance). Although Global eMarketing solutions will work for a business of any size, for the small to mid-sized manufacturing enterprise (SME) in particular, this presents a tremendous opportunity to find cost effective sales leads from targeted markets outside of the US.

Tracking Results

Unlike many other types of marketing, Internet marketing solutions lend themselves to results tracking. A variety of tracking solutions exist, both free and at various price points. Google provides an excellent solution. In addition to tracking those who respond to your campaigns directly, many Web Hosting companies provide this software for free with your account. If not consider changing hosting companies, or look online, via search of course, for companies that provide this software. See one source to track worldwide visitors to your website using free software from http://www.statcounter.com/

In summary, the time has never been better for US businesses of any size to expand globally, and new Internet based global marketing solutions make this process more profitable than ever before.

Resource Box: Brian Thomas holds an MBA from the Graduate School of Management, Rutgers University, and is the Principal and Founder of Princeton Consulting International, Inc. (PCI). PCI is an international business development and marketing consulting firm that helps businesses expand globally from the preparation phase to implementation. He can be reached at information@princetonci.com, or visit their website at www.princetonci.com