A global marketing strategy is part of an overall strategy to help your business

expand into new markets across the world. When expanding your business
globally, some aspects likely won’t change, such as your name and logo —
though sometimes brands do use different names in various
territories.Whereas your approach to marketing — the messaging, creative, PR,
advertising, and channels — will change for each market you move into. For
example, in the U.S., you might spend significant ad dollars on Facebook. But in
Japan, where Twitter is more popular than Facebook, you might focus on how
you can use Twitter to connect with consumers.

HOW TO MARKET YOUR BUSINESS GLOBALLY IN 4 STEPS

1. LOOK AT WHERE YOUR CUSTOMERS COME FROM
One of the best ways to get started with a global marketing strategy is to look
at where your current customers come from.
If you use Shopify, the ‘customers by location’ report will show you a quick
overview of where your customers are located and how much they’ve spent in
your store.

2. DIFFERENTIATE YOUR OFFERINGS

If you head into McDonald’s in Italy, you might see ‘Crock Brie’ (triangles of
melted brie cheese covered in breadcrumbs) on the menu, and in Canada, you
may see poutine.
The point is, the McDonald’s menu varies in almost every country because
McDonald's understands the importance of localization.
What sells well in one market might not sell in every country. Before you
expand, try to work out.

3. THINK ABOUT BRANDING

Often, businesses will keep their brand name the same across multiple
countries. For example, Nike is called Nike across the globe, and Starbucks
coffee shops are always called Starbucks.
But sometimes brands decide to use unique names for each territory they
enter.
A great example of this is Rexona, an Australian deodorant brand. In the U.S.,
you might know Rexona as Degree, in the UK it’s called Sure, in Japan and
South Korea it’s called Rexona, and it’s known as Shield in South Africa.

4. LOCALIZE YOUR MESSAGING

Building on the brand point above, every country will respond to different
messaging. This could be subtle things like how Hungry Jack’s uses emojis in all
of its Facebook Ads:

Global Marketing Strategy: Screenshot of Hungry Jack

Whereas Burger King U.S. doesn’t use any emojis:

Global Marketing Strategy: Screenshot of Burger King

Or you could localize the pain points your copy addresses, like QuickBooks. In
the U.S., QuickBooks’ homepage talks about saving time with organization and
the cost of the product with its hero copy:

Global Marketing Strategy: Screenshot of Quickbooks

In the UK, QuickBooks focused on taking VAT returns digital:

Global Marketing Strategy: Screenshot of Quickbook

It also uses localized copy to assure UK residents that QuickBooks is a great fit
for them by mentioning HMRC (the UK tax, payments, and customs authority)
and VAT.
When you’re expanding globally, you need to pay attention to the details in
your messaging and see what resonates with each audience.