Expand internationally launching products or services to an international audience

By Emilio Cohen

 Expand internationally

Ready to dive into the global market? Before launching products or services to an international audience, it's important to validate your new markets, know the difference between translation and localization and ensure you have the technical infrastructure to manage it all. Once you have a solid set-up, consider advertising across borders so that your marketing messages are seen by the right people, wherever they are.

Key learnings

Digital marketing gives you easy and instant access to a global marketplace – and this makes expanding your business to other countries an attractive possibility. Before you dive in, you’ll want to evaluate your business’s readiness. In this video we’ll explore:

  • how to evaluate international markets for your product
  • practical and cultural issues of expanding internationally

  • business tools like web analytics, trend reports and geographic data. This can help him narrow down which markets have most demand for vintage vinyl.

    After Matt has chosen his new market, he can then use translation services to adapt his website for foreign customers.

    Next steps

    Write down the countries you are interested in marketing your products and services to. Next, log in to your web analytics tool and review your geographic reports for the last six months. What are the top regions or countries? Are engagement or conversion metrics showing interest? This exercise can help determine if your business already has a certain level of interest from other countries, and can be one way to help priorities the market you target first.

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  • Key learnings

    Bringing your business to new markets in other countries has never been easier, thanks to the simplicity and availability of global advertising. Understanding which markets have the best potential will be the key to success. In this lesson we'll explore:

    • how to identify potential markets using analytics
    • researching search terms for international customers
    • advertising on social networks.

    Next steps

    Visit a tool such as the Google Global Market Finder (http://translate.google.com/globalmarketfinder/g/index.html). Enter a keyword you are interested in researching. Select your location and language, then filter by your target market. Do you see any countries that might be worth researching in more detail?

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  • Key learnings

    To expand globally, you need to communicate in other languages and provide support to customers wherever they are. In this video we'll explore:

    • the difference between translation and localization
    • how to do it right.
    Next Lesson

    Localisation is where you adapt content to suit the culture. For example, removing or rewriting colloquialisms, idioms or humourous content, and generally making the site feel as if it’s tailored to the needs of the new market.

    Localisation might also include changing things like currency, addresses and cultural references to bring the content in line with the local market.

    Next steps

    Make a list of the countries you want to target and note the languages spoken in each. Can you support the languages with your current or future translation plans? Before getting started, be sure you're able to properly support customers in other countries.

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Key learnings

When you’re expanding into a new market, you should definitely have a solid marketing plan in place. Fortunately, there are loads of online advertising options that can help spread the news about your business. In this video, we’ll look at:

  • search advertising
  • display advertising
  • advertising on social networks.

  • Next steps

    Do some research into social media sites in the countries you're considering targeting. Do they have social networks unique to their region? Are Facebook and Twitter just as popular there?

    Additional Links


Key learnings

Expanding into new markets is exciting – but it isn't just about marketing. You need the right technical infrastructure, a strong supply chain and compliance with laws and regulations. In this video we’ll cover:

  • making your business accessible to new customers
  • managing the supply chain
  • possible legal and regulatory implications.

Go online and research business agencies and customs laws for your target markets. Call or visit your government taxation and business office to gain an understanding of your own country's export rules. Put together a list of your discoveries and then consult with a legal or governmental expert.

Key learnings

When it comes to expanding your business globally, don’t assume that your website processes are 'one size fits all'. In this video, we’ll look at what you need to check off your list to make sure that the following things are international-friendly:

  • your site itself
  • the e-commerce system
  • the payment process.

Next steps

Using a search engine, research the top payment methods in your target markets. If you're not currently set up to accept this payment type, investigate adding it to your payment options.

Key learnings

You might have all your systems in place to accept international orders. But can you deliver your products accurately and on time? What about customer service and support? Are you prepared to handle refunds and exchanges across borders? In this video, we'll explore:

  • processes involved in deliveries
  • choosing reliable shipping partners and services
  • post-sales customer service and support.
Explore the websites of the top shipping companies that serve your target markets and compare prices and cross-border services. Be sure to take into account your packaging sizes and any extra packaging requirements that may impact costs. Are there any savings when you compare companies? Does the company website note any additional services for shipping to your target country? Following your research, factor these estimates into your expansion costs.

Question 1

What is the best way to translate the content on your website for a new market?

Question 2

Before starting to promote products to other countries online, what could you use to gauge demand for your product in that specific market?

Question 3

When adapting your website for customers who speak a different language, what should you do?

Question 4

Which of the following is primarily meant to target new customers online?

Question 5

What should a business do first, when considering going into a new market?

Question 6

When selling to people in different countries, what payment form should you consider using if you aren't already?

Question 7

Which of the following options is important to research when planning to expand delivery of products and services to customers across the globe?


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