International trade expansion
Knowledge builds confidence
Businesses are more confident entering new markets when they know where their potential customers are.
Confidence grows when the business also knows what their customers are looking for.
Go to market decisions are easier when you can describe target customers by their interests, affinities, and how they like to buy.
Sounds like a dream but, this type of insight is available to every business before they enter a new market.
SearchBox retained to help expand international trade
An existing client approached us seeking ways to reach new markets. In the past they had participated in the SBA STEP program and traveled to international trade shows. However, in 2020 all the shows were cancelled and they needed a different way of achieving their goals.
Business development goals
- Reach relevant people
- Engage people interested in your story
- Learn about them
- Follow up and re-engage them
Formal process and reporting
We had over a year's operating history of user engagement data and that was the foundation of our plan. Our user engagement model starts on the Internet and draws traffic to the website where we can observe their behavior. We call this model Impressions Sessions and Goals.
The team includes a web design agency and they built a dedicated web page - kind of like a trade show booth. This page contained specific information and activities for a targeted audience.
What we did
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Campaign CreationList Item 1
We built advertising campaigns that operates in specific regions of the world. The campaigns target relevant people based on their interests, affinities and past browsing histories. We segmented the target audience into precise groups for future analysis.
We added search keywords to learn more about what people are looking for.
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AdvertiseList Item 2
We promoted their message across the Internet. This involved media buying, real-time bidding, and placements.
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Monitoring and reportingList Item 3
People from the Internet found our webpage. They engaged with the content and we observed what happened. Things like time on site, time of day, behavior flow and goals.
We summarized our observations and recommendations to the team.
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Remarketing Write a description for this list item and include information that will interest site visitors. For example, you may want to describe a team member's experience, what makes a product special, or a unique service that you offer.
Measure site visits and behavior
Site visitors found our webpage. They engaged with the content and we observed what happened. Things like time on site, time of day, behavior flow and goals.
Build a plan based on your experience
Build an online user experience for just your target market. Translate your story into their native language. Give examples and educational experiences precisely for them.
Additional resources
