Fifty years ago, the notion that anyone could set up a business serving a global audience would have seemed farcical. Today, it’s a fact — and one we take for granted.
It costs pennies to purchase a domain, and even the technical challenges inherent in designing and maintaining a website have been overcome. Services like Shopify offer pre-built themes and templates. Canva makes it ridiculously simple to create a professional-looking logo or branding materials.
And, most impressive of all, Wix provides an all-in-one AI site builder — eliminating the need for a deep knowledge of HTML and CSS, or the simplistic (but frequently frustrating) experience of drag’n’drop editors
Now all it takes to build a website is the ability to describe it via a text prompt. The future is now
But building your business is only the first step — how do you market it? Furthermore, how do you maximize its international appeal? If you’re serious about conquering the world, stick with us as we discuss 6 of the most important pointers for marketing your brand to international audiences and attracting — and retaining — overseas customers.
Tips for Marketing Your Brand to International Audiences
Speak their language
Nothing says “we care about you” quite like communicating in a customer’s native tongue
While English might be the lingua franca of the business world, relying on it exclusively can alienate audiences who feel more comfortable in their own language.
Do you need to become fluent in the chosen language of every territory you’re serving? No, of course not — but quality translation for your website, ad campaigns, and customer service channels will make a world of difference. Don’t rely on generic tools like Google Translate, though — you’ll miss nuances and your translations will feel at best awkward, and at worst, grossly unprofessional.
The most successful businesses don’t just translate their stores — they localize them. Localization ensures your online presence isn’t just readable but understandable on a cultural and emotional level.
A slogan or joke that’s witty in English might be confusing (or just plain offensive) in another language. For example, words or phrases like ‘flabbergasted’ or ‘beating around the bush’ mean very little to those outside of the US and UK — so it’s best to remove them from your copy.
By fine-tuning your copy for specific audiences, you’re showing a willingness to go that extra mile, and that builds trust
Use local knowledge to your advantage
Here’s a golden rule: if you want to succeed in a new market, listen to the people who already live and work there. Partnering with local experts, agencies, or influencers can give you invaluable insights into the cultural landscape, purchasing behaviors, and trends that matter most in their region.
Let’s say you’re launching a fashion brand in Southeast Asia. A local consultant could tell you that lighter, breathable fabrics perform better due to the humid climate. Or perhaps you’re expanding your food delivery service to Spain — an insider might advise you to adjust your hours to align with local dining habits (spoiler: lunch starts late, and dinner even later).
By tapping into local knowledge, you sidestep costly missteps and demonstrate a commitment to serving the unique needs of your new audience. Plus, hiring locally builds goodwill and connections that could open doors to partnerships, collaborations, or promotional opportunities.
Build Your Brand on Social Media
Social media has become one of the most effective tools for expanding your brand’s reach to international audiences. Platforms like Instagram, Facebook, LinkedIn, and TikTok provide a direct line of communication to engage with potential customers worldwide, allowing you to build a loyal, international following.
The main advantage of social media is its cost-effectiveness, along with the ability to launch targeted campaigns that can be easily adjusted based on audience behavior. It allows for real-time communication, engagement, and feedback, which fosters relationships and trust.
To successfully market internationally, it’s important to understand your target audience’s demographics, local trends, and cultural preferences. By using audience insights and analytics, you can tailor your content and messaging to specific regions, ensuring it resonates on a deeper level. Start by crafting a content plan that addresses your audience’s unique needs and challenges.
In this process, utilizing AI tools such as an AI-powered image generator enables you to create high-quality, engaging visuals that enhance your social media posts. Whether you’re designing custom images for ads, social posts, or promotional materials, Kittl helps produce professional content quickly, making it easier to maintain a consistent brand identity.
Additionally, using tools like Hootsuite, Buffer, and Sprout Social lets you schedule, manage, and analyze your posts across multiple time zones. These tools ensure your content reaches your audience at optimal times and allow for adjustments based on engagement.
Be wary of timezone discrepancies
If you’re marketing internationally, remember that your audience lives across a variety of time zones. Running a flash sale at 10 a.m. in New York might make sense for your American customers, but it could leave your audience in Japan feeling neglected.
Scheduling tools like Hootsuite and Buffer allow you to stagger posts and campaigns so they go live at the most relevant times for different regions. Consider creating multiple versions of the same campaign, each tailored to a specific audience’s schedule.
Similarly, offering round-the-clock customer support (or at least support during key business hours in each region) ensures that customers feel valued regardless of location. Outsourcing to international customer service teams can help small businesses maintain 24/7 availability without breaking the bank.
Hire internationally
If you’re marketing to the world, your team should reflect it. Hiring talent from different countries isn’t just about ticking a diversity box — it’s about bringing a wealth of perspectives, ideas, and lived experiences into your organization.
An international team can spot opportunities and potential pitfalls that you, as an outsider, might overlook. For instance, a team member from Brazil could help you tailor a campaign to resonate with South American customers, while someone from the United Kingdom might have unique insights into preferences and expectations in the British market — check out Remote’s guide to hiring in the UK if you’re considering this route.
Fortunately, remote work has made international hiring easier than ever. Platforms like Upwork, Toptal, and Remote make it simple to connect with skilled professionals from virtually any country. Building a team with global expertise is one of the smartest moves you can make as you expand your brand’s reach.
Understand the power of cultural sensitivity
Cultural faux pas can tank a marketing campaign faster than you can say “oops”. Different cultures have different norms, taboos, and expectations — and failing to acknowledge them can lead to embarrassing (or even damaging) misunderstandings.
One infamous example is Pepsi’s slogan in the 1960s: “Come alive with the Pepsi Generation”. When translated into Chinese, it reportedly came across as “Pepsi brings your ancestors back from the dead”. Oops, indeed.
Avoid such pitfalls by conducting thorough research before launching any marketing material. Work with cultural consultants or local hires to vet your messaging, visuals, and even color choices. In some cultures, for example, the colour white symbolizes purity, while in others it signifies mourning.
Cultural sensitivity isn’t just about avoiding mistakes — it’s about actively respecting and celebrating the diversity of your audience. Show them you “get” their values, and you’ll create a far deeper connection.
Get expert help
Expanding into international markets can feel overwhelming, especially if you’re already wearing multiple hats as a business owner. Sometimes, the smartest move isn’t to do it all yourself but to enlist experts who specialize in global marketing. That’s where a specialist marketing agency comes in.
Our agency offers invaluable expertise and resources that can make a world of difference when you’re trying to grow internationally, including
- Localized strategies: We’ll design campaigns that speak directly to your target market’s preferences and cultural values.
- Time savings: With professionals handling the heavy lifting, you can focus on core business operations — and because we leverage the latest in AI technology, our services won’t break your budget.
- Proven expertise: We’ve got all the tools, data, and experience to ensure you’re making informed, effective decisions.
Success in international marketing doesn’t happen overnight, but with persistence and a willingness to adapt, you’ll get there. Whether you decide to outsource your marketing tasks to our experts, or go it alone, we wish you the best of luck! For more in the world of marketing, check out the rest of our blog, or visit our homepage to learn more about our AI-powered marketing solutions.
