
Last updated January 28, 2025
Introduction
Entrepreneurs who are successful in the Netherlands may choose to expand abroad. As long as you have the right business as well as an interesting niche, you are usually in the clear. Yet expanding internationally does not just happen. You have to put your company on the foreign map through online marketing.
What is international marketing?
International marketing is practicing an (online) marketing strategy aimed at foreign countries. When doing business abroad, you need to have a map of where your target group is and how best to approach them. You can then reach them with international marketing.
Why is international marketing important?
International marketing is important because it can help companies promote and sell their products and services in the international marketplace. By targeting different cultures and languages, a company can reach a larger audience and generate more sales. Moreover, international marketing can help discover new business opportunities, explore new markets and improve a company's competitiveness. It allows companies to understand how to overcome cultural differences and adapt to local markets, which is essential for success in the global marketplace.
Different strategies for international marketing
As an entrepreneur, you can choose between four strategies regarding international marketing:
- Global strategy: this strategy involves developing a single marketing strategy for the entire world. The company aims to standardize product, promotion, price and distribution across all the countries in which it operates.
- Adaptation strategy: in this strategy, the company adapts the marketing mix by country or region. The company takes into account local differences in culture, legislation, competition and consumer behavior.
- Differentiation strategy: in this strategy, the company differentiates its products or services from its competitors. The company targets specific customer groups and offers unique features or benefits that appeal to them.
- Local strategy: in this strategy, the company has a strong local presence and adapts its marketing strategy to the local market. For example, the company may work with local partners or develop local products to better meet the needs of local consumers.
What should you look for in international marketing?
Making services and products understandable to international audiences
If you want to be visible to an international audience at all, you need to make sure that you can be found and understood online. This means that your trademark registration must also be findable for foreign URLs. In the Netherlands, .nl is common; different rules apply in other countries. What is also important here is that you have all content translated into the right languages.
Of course, you can use Google Translate for this, but if you want to increase the chances of success, it is advisable to hire a translator. A potential customer will soon see through an unprofessional translation. In addition, such an automated translation is not at all personal. Do thorough research on a particular country, its culture and what is important. This only increases the user experience (UX) of a website, which is good for the findability in Google. Still want to get started with machine translation? Then read our blog post on translation tools for website translations.
Optimize findability in Google in various countries
Know in advance in which country you want to start offering your products. Many Dutch companies choose to get started initially in Germany. Germany is a large country with many opportunities. So keep in mind that there may already be German companies that fall within your niche. Research beforehand what your opportunities are and whether you will add something to the existing market. When that is the case, it is time to make your website's findability as good as possible.
An online marketing agency can help you do this. They specialize in putting entrepreneurs and products on the map. Many of the online marketing agencies in the Netherlands know exactly what to do when you want to become visible in Germany, for example. After all, many of your customers have to come from Google and other search engines. Therefore, make sure you invest enough time and money in that.
Know which channels to use
Social media are incredibly important today in reaching existing and new audiences. Which media and marketing channels work differ from country to country. Take China for example, a totally different country than the Netherlands. Whereas we make full use of social media such as Facebook and Instagram, in China you will find more users of Weibo and Ren Ren. So, look carefully in advance at what you need to invest in when starting online marketing abroad. Chances are you will come across channels that you have either never heard of or that we do not use at all in the Netherlands.
Although you naturally determine your target audience long ago at the beginning of a marketing plan, it is good to pay extra attention to this when it comes to media channels. Every social medium has a certain group that uses that medium a lot. For international marketing, it is advisable to have this well listed. For example, you know exactly where you can reach 30-somethings or which media young people are on. The same goes for other age groups.
What are the advantages and disadvantages of international marketing?
Advantages:
- Expanding sales market
By focusing on international marketing, you can reach a larger audience than just the local market. This can significantly expand your sales market and increase your chances of achieving higher profits. - Diversification
By operating in multiple countries, a company spreads its risks. The company becomes less dependent on a single market, making the impact of changes in the economy or politics less severe. - Growth and innovation
By looking at new markets, companies can develop new products or services that fit the needs of those markets. This can lead to growth and innovation, allowing a company to differentiate itself from competitors and develop as a business. - Improved brand awareness
Operating in multiple countries can increase a company's brand awareness. This can lead to more customers, increased brand awareness and better long-term results. - Enhanced relationships
By working with international partners, a company can strengthen its relationships with different businesses. This can increase the company's reliability and credibility, increasing the likelihood of long-term success.
Disadvantages:
- Cultural differences
There can be significant cultural differences between countries, so the marketing strategies that work in one country may not work in another. - Language barriers
Language is a major barrier to international marketing. Marketers must ensure that their message is translated correctly. - Laws and regulations.
Each country has its own laws and regulations governing marketing and advertising, which can create restrictions and challenges for international marketers. - Logistics
Managing the logistics of international marketing can be complex, especially in terms of distribution and delivery of products and services. - Cost
International marketing can be expensive because of the need to invest in market research, local marketing campaigns and distribution channels.
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