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by Nancy
(Spain)
The Internet has made business globalization possible even for small businesses with tight marketing budgets. As soon as your company has a website, it becomes visible to the world. It's up to you to make a strategic decision whether you can, or should, try to cultivate that global audience and convert it into an expanded customer base.
Here are some factors to take into account:
Language.
Customers in a foreign country will want to be addressed in their own language.
Hiring a professional translation service to translate your website into local language versions is a manageable one-time investment. However, don't forget about the need to provide customer support to the customers you have recruited through your foreign language marketing.
Customers expect to be able to communicate with you in the language of their initial contact with your company. And if you frequently update your products and website content, the translation of your website, and other marketing materials, can become an ongoing expense.
Culture.
Your communication style, product positioning, and even the actual features of your product may need to be adapted for the foreign culture.
Before you make a decision about business globalization, take the time to engage in the new market research process. Who is your competition in that market? How do their offerings compare to yours? Are there cultural differences that will affect how your product is used or perceived? Does
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