Companies that neglect to invest in global marketing campaigns can lose money and time by missing key opportunities and roadblocks. Metrics tracking, social media posting apps, and split testing software can help your company land on marketing strategies that are tailored to international demographics. Phone hardware systems and reliable Internet connectivity tools can ensure that you stay in contact with your global audience.
1. Social Media Post Management Tools
Mobile apps like Buffer, TweetDeck, and Hootsuite help social media marketers master various timelines, accounts, and posting schedules. Buffer allows you to queue up posts for Twitter, Facebook, Pinterest, and LinkedIn from a single point, making social media management faster and more convenient. Time awareness is crucial for global marketers, since you might be asleep during your audiences’ peak business hours. It also lets you spread out posts with custom times, expanding your reach and visibility to audiences in different time zones.
TweetDeck helps global marketers organize the chaos of multiple Twitter timelines. When you’ve got hundreds of conversations and follower connections, the updates can become dizzying. The platform gives you a single point of reference for multiple Twitter accounts. You can create custom timelines organized by topic and build search filters to track posting trends.
Hootsuite, billed as “the leading social media dashboard”, provides a console that allows users to schedule, review, and manage posts for Twitter, Facebook, Instagram, LinkedIn, and YouTube. It also allows you to track conversations and trends, as well as monitoring mentions of your business.
2. Metrics Trackers
Your company can’t grow unless your team can learn from its opportunities and success. Global marketers need to be aware of their metrics on several mediums: website traffic, search engines, phone campaigns, email campaigns, and social media. Web and search engine traffic can be analyzed by software solutions like Google Analytics or Crazy Egg. Email success can be measured and visualized with software like Constant Contact or MailChimp. Marketers can track call analytics by issuing consumer surveys online or over the phone. Tools like Sprout Social or Kissmetrics provide detailed metrics on social media posts, so that marketers can repeat successful content and avoid mistakes.
3. Split Testing Software
You shouldn’t take a cookie-cutter strategy when marketing to global demographics, because audiences in different locations will have diverse customer needs. Split testing software, such as Optimizely and Visual Website Optimizer allow you to test out new marketing campaigns within controlled parameters. This can help you track usability, content, and design issues and correct them before a campaign is launched to the masses. The idea is to fine-tune your campaign so that you maximize your chances for success before the campaign even starts.
4. International Call Forwarding Solutions
Global marketers can’t get too wrapped up in online, text-based communications. Phone interactions with customers provide a human element that can’t always be replicated online. An international call forwarding service enable customers to call a business from a local or toll free number and to have it forwarded to anywhere in the world. For example, customer calls can be forwarded to centralized contact centers, reducing business costs and the need to open international offices. Toll free numbers can also be redirected to home locations, which is particularly important now in our post-pandemic world, where blended working has become, if not quite the global norm, extremely widespread.
5. Internet Connectivity
Unexpected Internet disruptions can lead to major global marketing delays, especially if it happens during key campaign launches. Marketers can avoid these obstacles by keeping Internet alternatives on hand, such as a mobile hotspot. Popular cell companies sell these small devices, providing you with a wireless network while you’re on the go. They can prove invaluable when you need to make a quick post alteration, connect to an online phone system, or jump into a video conference.
With more and more employees now working in a hybrid manner in this post-pandemic world, ensuring people have internet connectivity and any other hardware and software they need at home is also just as important as the equipment provided for them in the office.
Global marketing strategies are multi-faceted, covering a wide range of mediums. Companies must be willing to embrace new technologies to track success, manage communications, and stay in touch with their international audiences.
Have any global marketing tools you can’t live without? Please share in the comments below.
