A lot of eCommerce store owners have the wrong idea about what it takes to scale the product to another country.
And it’s not only Facebook itself. It’s understanding the market, the language and all the small cultural differences.
However, the most painful expectation is that you can just throw a Facebook ads budget, optimise ads for a little bit, and you will eventually figure it out.
While it may work on rare occasions, more often than not it doesn’t.
Sure, assuming that your product does not require much education and that you do not operate in a market where brand means everything when you put some money behind Facebook, you will see the results.
But those results will jump up and down a lot. Say you sell jewellery in the UK. You will launch your ads in the US, Canada, and Italy. Some days Italy will work, then the US and Canada will perform. Then Italy will bring terrible results, only to show signs of improvement after two weeks for no apparent reason, and so on.
𝐖𝐡𝐲 𝐝𝐨𝐞𝐬 𝐅𝐚𝐜𝐞𝐛𝐨𝐨𝐤 𝐰𝐨𝐫𝐤 𝐭𝐡𝐢𝐬 𝐰𝐚𝐲?
That’s one of the big mysteries of the u̶n̶i̶v̶e̶r̶s̶e̶ algorithm.
After 5 years of running the agency you can kind of feel how the algo works, but you’ll never know for sure. So what to do instead?
 Market Research- Want to focus on a new market? Make sure you know whether the audience you are targeting is there, what their purchasing power is and whether the market is big enough. Secondly, check out who your competitors are, how strong they are, and what results they’re getting. Try finding similar companies from your primary market that tried to expand onto their markets and see what mistakes they’ve made.
 Set entry conditions hypotheses- Figure out how much you need to educate the audience about your product, what is the market sophistication and how much brand-building you need to do. Establish clear criteria as to how long you want to test the market, what is the timeframe and the budget, what success KPIs are, and what figures you need to hit. Plan out a 12-month money scenario to see how the project can develop. Then, see if it is even profitable to enter. The marketing agency can help you plan this out. This is the first step of what Salesgenomics is helping with.
 Check on your supply chain and logistics- Can you sustain the growth? What about the shipping times? Are those the same? Are there any potential barriers to ship the products, like customs tax, etc.? If so, plan on how to handle this.
 Consider smoke-tests- Build a dedicated local-language landing page and set a small testing budget with your best ad formulas behind an ad campaign and see if there’s any reception at all. If you see some promising initial results, you may continue.
 Plan your diversion operation- If you need people to believe in your product, or you need to educate them, plan out PR, Influencer, and Mass Media campaigns to build the first level of awareness of your product and brand. This is a super important point, sadly almost always overlooked. Performance-driven store owners don’t focus on these marketing methods as those are hard to measure, and they do not translate to sales immediately. Skipping this step is the most common mistake made by store owners.
 Plan your landing operation- Once PR, Influencer marketing, and Mass Media do their work, start on performance marketing campaigns. On one hand, you should try out best-performing formulas from your old market, but quite often you have to rethink copy and creative because of the minimal cultural differences that make a big difference—so you shouldn’t disregard proper testing.
Once you’re past stage 6, you’ve got some ground in the new market and you’ve started generating sales profitably. This is just the beginning, however. From here on, you expand on the reach and depth of your campaigns to start taking over the market. It goes without saying, all this won’t matter if you don’t have a winning offer!
At Salesgenomics, we have specialized in working with multinational brands. Our international team, located in 16 different countries across Europe and North America, lets us execute campaigns in virtually any local language.
We make sure that seed markets get as much attention as developed ones so that you utilize your brand’s potential to the fullest.
If you’re planning on expanding onto new countries, talk with us and we’ll help you craft the right strategy for new market conquests!
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