Expanding into new markets

Creating marketing plans and resources for targeting new sectors and regions

For every business there comes a time when your traditional core markets no longer provide the best sales opportunities. Your next phase of growth will need to come from new industry sectors or different parts of the World.

However, before you start investing substantial time and resources into developing new markets, it pays to understand the competitive landscape, the size of opportunity and the way that your new target customers perceive their needs and the available solutions.

I will help you understand potential new markets, plan for successful entry and create the marketing you need to maximise your chances of success.

Researching and evaluating new markets

The best new markets are often those which have strong similarities to your existing customers and where people will identify with your case studies and references, so you are not starting from scratch.

Together we will look at competitors, in particular incumbents who are well established in a specific sector and may have niche functionality or industry-specific service offerings.

Before you commit to a new sector, I will help you gauge the size of opportunity and understand the cost of developing your presence there.

The localised sales literature and multilingual website that you created for our software get right to the heart of our customers’ challenges. They are clear and persuasive and have already played a key part in securing a major international contract.
Judy Walker, CEO, Sweetfish

In every industry and profession, there are important differences in how people think about and talk about their challenges. For some, the regulators are specific and all-important. For others their business needs are more generic but worded differently. Either way, I will help you create marketing messaging and sales materials that focus right in on your prospective customers’ priorities and ensure that you talk the talk so they can recognise your expertise and familiarity with their sector.

I have substantial experience in adapting websites so that you can effectively target different sectors without diluting your messaging or causing confusion. This is partly about how you structure the site and organise the information, but first and foremost it is about putting the customer needs at the heart of all your marketing.

Adapting your messaging and sales tools for specific sectors

Localising and translating your marketing

If you are planning to reach out into foreign countries there can be an advantage in starting with the English-speaking world. With my experience I will help you avoid the pitfalls, considering cultural differences as well as practical matters to ensure you make a strong connection and that your messaging has the intended impact.

To create the right first impression, it is always best to address prospective customers in their own language. As well as ensuring that you are properly understood, your investment in translation or localisation signals a commitment to that market, which is a key part of building trust as you expand. Using established tools and partnerships we will ensure that the subtleties of your messaging and product details are communicated accurately and persuasively.