3 Ways to Expand Your Brand in U.S. Without Breaking the Bank

June 29, 2017

in Plan Your Expansion

Authored by Sacha Wilson

Sponsored by Avalara

3 Ways to Expand Your Brand in U.S. Without Breaking the Bank

There’s an old saying that states, “America is the land of opportunity.” With the convergence of eCommerce and digital marketing, this is especially true today—even if your corporate headquarters reside in London, Glasgow, or Manchester. By implementing the eCommerce expansion strategies outlined in this post, you’ll have an opportunity to not only test the waters across the pond, but tap into a rich and robust nation of business-to-business and business-to-consumer market segments.

At its core, America is a nation with an insatiable appetite for new goods and services.

According to Consumer Technology Association, “Smartphones will grow to reach 185 million smartphones in the U.S. in 2017 and almost two-thirds of U.S. consumers now use mobile to shop.” With that in mind, let’s explore three ways to expand your brand to the U.S. without breaking the bank:

Obsessively Organise the Details

One thing is certain. If you’re going to expand overseas, you have to commit to doing it right. That means assigning a dedicated team to your U.S. business. Yes, imagine a virtual wall between your U.S. and UK staff. You simply can’t afford to lose sales or traction on your home front or expect results abroad if your staff is too distracted trying to serve both markets at once.

You’ll not only need a dedicated team, but a dedicated top-level domain for the U.S., such as a .com. This will bolster trust in your brand and added credibility for your enterprise by giving the appearance of a regional presence online. A dot-com will yield much higher traffic ratings as well.

Launching your company in the U.S. doesn’t mean you need to reinvent your brand. In fact, it’s important to stay to true to your established brand. However, you will need to craft it in such a way that you stand out and fit in. This means making it visually, verbally, and experientially appealing to Americans—and respecting their cultural and regional differences. After all, what appeals to people in the South may not work with others in New England or the West Coast.

It’s always best to test the waters by focusing on reaching a very narrow target market initially.

This will help minimize the costs of any mistakes or miscues early on. It will also help taken some of the pressure off by not placing all of your eggs in one basket. Then you can fine-tune your approach by dialing the knobs and observing where you’re getting the best results and the most social shares. When you consistently implement digital best practices, your company’s site will gain traction quickly through SEO, PPC marketing and AdWords.

Develop Smart Insights and Connections

The expression “know before you go” aptly describes how you should prepare for any global launch. Lead with the marketing fundamentals and perform a thorough SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis of your own company. Now, through this more objective lens, how can you elevate your weak spots and leverage your strengths to broaden your appeal?

Who are your direct competitors overseas? Are you already familiar with them or do they represent a whole new set of players? How do they conduct themselves in the U.S.? Study their online presence to see what tactics they’re using to appeal to American audiences and potentially gauge their success. Shadowing their activities may point to new opportunities for leads and media placement you might not otherwise have considered.

You may also find ample opportunities to network with Americans online or connect with your industry’s social media influences to help spread the word about your brand.

Finally, look for opportunities to ride the coattails of other successful brands in the U.S. Develop collaborative, synergistic relationships with companies who share similar target markets. They can help introduce your brand to their audience through cross-promotions and build your authority in authentic and appealing ways.

Invest in the Right Technology

Of course, there are hundreds of tools and dozens of platform to choose from for your eCommerce site. Sounds like a recipe for paralysis analysis, doesn’t it? Don’t let that happen. Once you’ve done your homework, you need to choose the best applications to help position your website for fast integration, product or service distribution, shipping, tax compliance, and, most importantly, sales growth.

Here are a few recommended eCommerce services designed to help you fast track your foray into the U.S.A.:

  • Boomtrain uses AI-powered automation to maximize clicks and conversions, increase pages views, and engage with return visitors. Why is this so important? According to Hubspot, “Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound marketing.”
  • Shopify creates mobile-responsive, ecommerce sites with apps that pave the way for greater distribution by integrating with highly successful shopping sites such as Amazon.com and the gamut of social media platforms. This is especially important when you consider that “mobile commerce is now 30% of all U.S. ecommerce.”
  • Avalara helps your site quickly calculate the correct tax rates in a mind-boggling 12,000+ jurisdictions in the United States. These tax rates are calculated instantaneously at checkout. Thereby discouraging empty carts and visits from “The Taxman.”
  • Google Analytics 360 Suite helps your enterprise measure and improve the impact of your marketing. You want verifiable proof that your efforts or working? You’re not alone. 81.3% of global marketers describe data as important to their efforts, 59.3% call it “critical.”

As you begin to embark on your plan to expand, consider how other companies have been rewarded for their global efforts. A recent survey by international marketing firm IPSOS backs this up. 73% of retailers believed going online actually lowered their administrative expenses; 48% felt the internet helped them reach more customers; and 64% reported increased sales and revenue. Which proves that:

Going big is better than staying home.

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