We often talk about the mindset of growing your business globally, including steps you can take to create the right framework for successful execution, such as this recent post about globalization click here.
In this framework ‘talent’ means that you and your team are smart, flexible, innovative, customer-centric, all to a higher power, because growing cross-border is tougher work than growing across town. Or least it’s a different challenge – once you get the hang of it you might find that it’s EASIER.
Beyond the practical do’s and don’t’s is creating the right tone and tenor. This means that the messages coming from your organization, including directly from your people, sing the right notes for prospective global customers to hear and appreciate.
What does that mean? It means that you understand who your global targets are and have the images, content and dialogue that those prospects warm up to. It all creates a bridge to more conversation and dialogue.
Are you creating a welcoming path to global customers? Do you have a section on your website that talks to your primary global targets in a way that warms the way and supports your ongoing daily dialogue with them? That sets you apart as a better alternative than other businesses they may approach because yours ‘gets them’?
Tone and tenor MATTER – and the first step is understanding who you are seeking to connect with, and talk in ways that they understand and appreciate. It seems obvious, right – understand who your targets are. But far too few do it.
Really think about your best customers, understand how they think and who they are. Then connect how you create value to them, and communicate in a personal and direct way.
For a comparison of organizations doing it right and wrong, look no further than two adjoining states California and Arizona.
California has international business all through their economic development website – including having China in the main navigation bar and story after story about international success. They have proactively strategized and planned to attract international companies and business – it’s weaved into their daily execution, and it shows.
Arizona on the other hand appears to consider international as an afterthought, and so the marketing message doesn’t resonate with the international community. In the meantime without understanding the best targets, the tone and tenor will be off – by definition – because the target is not in mind. Any state – or business – MUST know and prioritize the target.
Target is more than a generic description – dig deeper into the type of person and company that you seek to attract. It includes how they view the world, what’s important to them, etc etc. It’s work – and well worth doing.
Understand your target – and the rest, including tone and tenor, follows naturally. Otherwise marketing becomes a bunch of opinions by people who don’t matter. The only person’s opinion that matters is the target.
Know who your target is and strike the right tone and tenor to get them interested in your product and business. Then when you apply talent to the mix, you’ll be all set to grow globally successfully.