Expanding into new markets via social media is an exciting challenge that requires understanding local cultures, languages, and user behaviours. It’s not just about reaching new audiences but also adapting your message to connect meaningfully with them.
At Smartbrand, we have worked with clients like Altaya in France and Belgium, Fanhome in Germany, the UK, and the US, Quimamme in Italy, and Planeta DeAgostini in LATAM, among others. These experiences have given us unique insights into how to effectively enter new markets and build a strong social media presence from the ground up.
Custom content for different markets
Personalised content is key when entering new markets. It’s not just about showing your audience what you sell, but also how you sell it and how you connect with them on a personal, emotional, and cultural level.
- Personalised content: Tailoring your message to align with the preferences and needs of your target audience in different markets is essential.
A message that works well in one country might not resonate the same way in another due to cultural or linguistic differences.
Personalising content for each market increases its relevance and appeal. - Dayketing: Tying your campaigns to specific local holidays, commemorative days, or events helps to connect with your audience on a more personal level.
These local events are powerful for driving engagement and resonating deeply with your target market. - Local customs and culture: Understanding and reflecting local customs, culture, and sensitivities in your content can significantly enhance your brand’s connection with the audience.
This includes everything from choosing the right images and colours to adjusting tone and voice.
Social Ads for brand awareness and reach
Social ads are one of the most powerful tools when introducing your brand to new markets. They help increase your brand’s visibility and allow for precise targeting.
- Precise segmentation: Ads allow companies to reach people who are more likely to be interested in what they offer, maximising the effectiveness of their campaigns.
- Demographic or interest-based segmentation: Ads can be segmented based on interests, behaviours, age, gender, and profession, ensuring you reach the right audience.
- Connection-based segmentation: Companies can target people who already have some connection with the brand, such as followers, individuals who have interacted with a post or ad, or even their friends.
- Lookalike audiences: Platforms like Meta offer lookalike audiences, allowing brands to reach people similar to their existing customers in terms of interests and behaviours.
- Greater visibility: Ads are a great way to boost brand visibility. By appearing in users’ feeds and stories, you increase your brand’s exposure, which can lead to higher recognition.
- Performance analysis: Platforms provide analytics tools that allow businesses to adjust their campaigns in real time to optimise results and improve their return on investment (ROI).
Influencer Marketing: Building credibility and brand recognition
In new markets where your brand may not yet have a presence or its credibility is still developing, influencer marketing plays a vital role in building trust and visibility.
- Building trust: When an influencer endorses or recommends a product or service, it acts as a trust signal to their audience. This can accelerate brand credibility, especially in markets where you're not yet established.
- Increasing visibility: Influencers help amplify your brand’s reach to a highly engaged and specific audience, improving brand awareness and encouraging more conversions.
- Reaching specific audiences: Many creators have niche audiences that are highly engaged. Whether you’re targeting fitness enthusiasts, tech lovers, or beauty aficionados, influencers can help you reach these specific groups.
- Authentic and engaging content: Influencers are experts at creating content that resonates with their audience. By partnering with the right influencers, you benefit from their expertise in creating content that engages potential customers and drives interest.
Working with influencers helps build your brand’s credibility and recognition in new markets. It’s crucial to choose influencers whose values, audience, and content style align with your brand.
Customer service on social media
Customer service through social media is essential for businesses expanding into new markets. Consumers expect quick responses to their inquiries and efficient solutions to their problems. This is where social media can make a significant difference.
- Quick Responses: Social media enables real-time communication between businesses and customers. By offering fast, effective responses, businesses can build a solid reputation and gain trust in a new market.
- Gathering Feedback: New markets present unique challenges. By monitoring conversations and gathering feedback from users, businesses can identify areas of improvement and adjust products or services to meet the needs and expectations of new users.
The importance of Local Expertise
One of the key elements for success in new markets is working with local professionals who understand the culture, language, and behaviours of the target market.
Native professionals offer insights that go beyond mere translation—they understand the nuances of consumer behaviour, linguistic subtleties, and cultural aspects that can influence the effectiveness of marketing strategies.
Additionally, Smartbrand works with local experts who ensure your brand’s communication is clear, relevant, and culturally appropriate, ensuring successful campaigns and building trust with local audiences.
Conclusion
Social media is an essential and powerful channel for businesses looking to expand into new markets.
Through Social Ads, influencer collaborations, customer service, and the incorporation of local professionals, businesses can increase visibility, brand recognition, and connection with target audiences.
However, each market presents its own set of challenges. Therefore, it’s vital to adapt, understand, and meet the unique needs and expectations of each audience.
At Smartbrand, we have the experience and expertise to guide you through the process of entering new markets and building a strong social media presence that resonates with local consumers.
