Inbound benifits: Learn by doing tests

Using inbound marketing is a great way to test different angles of attack in an international market to understand which works best and start generating leads. By producing content around the key themes of your business and distributing them on different communication channels, you will be able to test different approaches. These different approaches will allow you to measure the success of a topic or format and give you a clearer idea of ​​the market situation and how best to attack it.

The optimization of an international digital marketing strategy does not only involve the production of content but also by various acquisition levers such as SEO, emailing, social networks, paid, referrals.

When you do not have enough information about your target market, you can, for example, interview your customers in the target country. If, however, you do not yet have clients abroad, you can test the actions that work in France first. You can also run social surveys of local businesses or influences related to your market.

Here is an example of the steps to follow to effectively test:

• Identify the main topics related to your business. If you already have a blog, select articles and key issues that might work with the consumers / prospects of the country you are targeting.
• Produce content in the language of the target country on these topics.
• Find out about the best channels for promoting these contents in the chosen country. Do online research on the media in the target country and on the sites dedicated to the type of content you produce. For example, you can find a LinkedIn group of experts from your market, a specialized site on which you can make guest-blogging, a networking platform in your field. You may also be accompanied by a local agency in this process.
• Set up a landing page system that will allow you to collect contacts from people who want to access your premium content.
• Measure the effectiveness of each content according to distribution channels. It will take a few weeks, or even a few months, before you have a well-defined pattern of what works and what does not, and channels that have the highest engagement and conversion rates.
• Test new approaches to the most successful topics and continue to adapt your speech to reach an increasingly qualified audience.

This approach will allow you to focus on generating traffic and leads, but also on building awareness through campaigns that work multiple channels simultaneously. This work of attraction coupled with a good marketing automation tool will allow you to have a list of quality prospects with whom to start interacting about your services.

Create ads in the language of your target country on specific topics and direct your visitors on a landing page to retrieve their contacts. Then offer them the content for which they clicked on your ad: a white paper, a video, a webinar. For more detail click here: Benefits of Inbound marketing