Master the World: Tips for Building a Successful Global Marketing Strategy – Alexia Ohannessian #RDSummit

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Any company born to be global. Who defends this idea is Alexia Ohannessian, a leading international marketing of Trello. And Alexia has a lot of authority to speak on the subject: Trello is in almost every country in the world, and is a platform available in about 20 languages.

For Alexia, all companies have the potential to expand internationally. However, for this to work, it is necessary for companies to adapt to the different countries in which we seek to establish. One example is McDonald’s: although it is a company focused on production and sale of hamburgers, changed their products to enter countries that required something different.

But adapting physical products is something that the market already knows. And how do when business is digital?

Alexia A tip is to start by name. Look verify that the name of your company can be used without change, if need translation or will have to change.

The next step is to translate your website. But do not do it only in greater access pages. Dedicate yourself to translate the entire site because the user experience worse when this browsing a site offering two languages ​​at the same time. The service of professional translators may seem expensive, but worth it.

In the case of Trello, and use professional translators, the company also included volunteers who were interested in translating the platform for your language. The result was interesting: volunteer translators from different countries behave in completely different ways for the product.

This leads to another issue addressed by Alexia: the differences in your product according to the country in which it operates.

Alexia cited an emblematic example of the Airbnb website: while in the US the site has a search bar in a prominent place in Japan this bar is not highlighted. The reason? Culturally, the Japanese are accustomed to buying travel packages “ready” without having the need to seek anything beyond the package. Already the Americans prefer to search separately each item of the trip, such as accommodation, attractions, tickets, etc.

In addition to adapting the product, what Trello noticed when entering several countries is that users began to create integrations with local platforms. So it is very important to seek integration with these platforms. An example is the integration of Trello own with the RD Station Marketing, which is in beta.

It is also very important to understand the users in each country. Alexia cited, for example, that in the US, it is very common to use the argument of money to sell (how much a person will win or save to buy a particular product). Also part of them ask little information (as people have a faster pace and do not like to waste time in Landing Pages, for example).

In other countries, the culture is different. So think of cultural factors is very important.

For example, the question of the level of formality is very different in each country, as well as the communication channels most used.

Another important issue is to adapt the content. People from different cultures consume different content.

Alexia also suggested that you should think about starting its expansion in countries that have more familiarity with their reality. For example, the US may seem the obvious choice, but it is a very competitive country. So why not try the other markets?

Finally she said to try an internationalization from its headquarters does not work. The only way to know if a market is for your business is to go there, experience the culture, understand the context.