One of the most important aspects of internationalizing your SME is to define the foreign market to target, especially knowing what are the main needs or concerns of your potential customers. Thanks to the multiple opportunities offered by the Internet, it is possible to access different foreign markets. However, attacking a new market requires internal preparation of your company, as well as planning of the marketing strategy in the international market.
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If there is a common and determining factor among small businesses, it is the lack of resources. As a result, on many occasions, most of their efforts tend to be devoted to the management, development and commercial side of the business and little or nothing to marketing. Many entrepreneurs or small business professionals think that marketing is for big business and that they can survive, be sustainable and even competitive with a website and the occasional action on social networks.
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This is undoubtedly the most complicated step for a manager. But the reality is that the most successful marketing and sales strategies today are those focused on the user (user-centric) and not on the seller (seller-centric). And more specifically, focused on the data we get from the user thanks to the use of technology.
If until now your company in the construction sector did not have a marketing plan, do not worry, it is more common than you think in your sector. In the construction sector it has been common for entrepreneurs to focus their efforts on sales of materials, especially in selling to other businesses or freelancers who require materials for their business activity. After all, your customers up to this point already knew what materials they needed to buy, and came to you as a supplier.
Seguramente ya has oído hablar sobre el engagement. Y probablemente asocies engagement a las redes sociales, ya que las interacciones de los usuarios son muy importantes en una estrategia de social media. Sin embargo, en esta ocasión no hablamos de cuántos Likes o Retweets consigues, y por supuesto, generar engagement no se limita únicamente a estos portales online. Hemos mencionado que deberías “contar tu historia” a tus clientes
You’ve probably already heard about engagement. And you probably associate engagement with social networks, since user interactions are very important in a social media strategy. However, this time we are not talking about how many Likes or Retweets you get, and of course, generating engagement is not limited only to these online portals. We mentioned that you should “tell your story” to your customers. And we can recreate a little story to understand what engagement marketing really means. What do you think? What’s more, you’ll be the protagonist, because you’ve probably experienced this on more than one occasion.
As you may already know, B2B marketing (Business to Business) is that which, through the use of different strategies, aims to publicize a business, attract potential customers and sell their products and/or services to other companies that do target the end consumer, that is, B2C companies (Business to Consumer). Until now you have allocated all your efforts in conventional marketing practices, since the construction industry is one of the sectors where until recently the traditional marketing practice was viable. However, with the rise of the internet among consumers, the way they shop has evolved.
To make the right decisions you must rely on the data that appears in your statistics. You have to separate reality from perception and rely on real and updated evidence, because today it would be an excuse to say that it is impossible to analyze the results of your different campaigns and demonstrate their effectiveness or lack thereof, that is, prove that they achieve the SMART objectives you defined for each one.
