Global marketing strategy – the workflow
Once you got your global marketing strategy signed-off you need to find an effective way of working on a large scale. Here are a few ideas:
Batch translate – then market adapt. English, French and German is spoken in more countries then England, France and Germany in Europe, Therefore batch translating using an agency, will help you save time – then market adapt.
Find global agencies with local offices if possible – this helps you to ease your workload in this process as well as helping you reduce prices for any digital marketing specialist that you need help from. Set-up one global agreement and get better hourly rates as well as enable the local markets to have local support and help. Also useful in terms of market adapting any creative material such as banners and copy if necessary if you cant do it inhouse.
Create frameworks from your global head quarter for: KPI’s, how to work with SEO, buying media, create landing pages, follow up and reporting etc. This ensures a set standard is met and that your digital marketing investments really pays off.
Reporting model – you need to find an easy way to get information to you – rather then having to ask for it, potentially 80 times. Set-up a template with what you need to know from the local markets and have them fill in this on a weekly or monthly basis. Perosnally I would use Google Docs to avoid infomation getting stuck in inboxes.
One account to rule them all – whether it’s paid search or analytics you should have one account which holds all the markets within it. This way you have all the data in one place and it’s easier to keep track of, benchmark markets against each other etc. Also this is the way you still regain control of a global presences and activities.
FAQ – use either wiki, Google Docs or your intranet to have one go to place for frequently asked questions, supporting documentation, checklist – make it as easy as possible to access and update – this reduces the amount of questions from the local markets which will come your way.
Educating and activating markets – starting out with something which may be new, you need to both educate and activate. This can be done by creating an market activation program containing education on what is to be done, the purpose of and the desired effect/goal. The level of knowledge may vary so you need to offer a webinar or similar to help the markets increase their knowledge.
Find local ambassadors and create incentives – there are always people within your organisation which are passionate about marketing, find these and encourage them to be your ambassadors. Incentives is another way to help increase the speed of a change, highlight, reward and show gratitude towards markets who achieve results in adapting to the new way of working.
Communication – have a plan, this is what is going to happen, when, what is then required of them to make it happen and how. If they need assistance who do they talk to etc.
Marked adaption – is always necessary. Not just from a language point of view, but also the creative material, specific local laws or similar. Down to platforms/channels. In Asia Baidu is the most common search engine, in Russia you have Yandex. In Asia it’s more common with “social search” e.g people ask their social network to provide answers to their questions rather then a search engine. And so forth. Both platforms/channels and behaviour are local. So pin down platforms/channels, languages, behaviour and technology per country together with your local offices. (They know their markets the best)
Follow-up – Following up on a vast amount of markets is easily done by simplifying what you need to know. Use a spreadsheet and track markets progress to get a quick overview of which markets who has what activity in place.
Want a nifty spreadsheet with all the countries in the world in alphabetical order with some example activities which you can customise? then download my market logging template over here. (you are welcome ? )
Use a KPI framework – to define success with the user journey as the base to be able to evaluate the entire process for the customer, view your website performance from a holistic perspective to find it’s strenghts and wekanessess to content gaps.
In Google Analytics you can set up dashboards – If you don’t need a more advanced dashboard you can set-up a dashboard with a few highlights from each markets in your global view. Help the markets by creating one on their level, with the most relevant metrics for them to keep track of in one view.
Share knowledge betwwen markets and regions – encourage knowledgesharing from what worked to what didn’t, to solutions to challanges. Don’t spend time reinventing the wheel when you can join forces.
Image credit & copyright: hubspot.net