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5 Ways To Localize Your Inbound Marketing

When you create the right inbound marketing machine for your company, prospects are naturally drawn towards your content as they look for information around a topic relevant to a product you may be selling.

This is why inbound marketing is such a great strategy for companies who are just entering a new market. It helps you build relationships with potential prospects, start to generate traffic for your local site and lets you know what content the market is interested in.  


There are 5 key areas you need to consider when planning out your local inbound marketing strategy.

1. Local Search: 

It’s imperative that your company appears for relevant searches in the regional search engines your targeting. 78% of users conduct product research online so getting your local search strategy right will be key to capturing users in those early stages of information gathering. You will need to consider the structure of your local websites, will you choose sub domains, sub folders or local top-level domains?

This is covered in more detail in Marketo‘s eBook – 

The Definitive Guide to International Market Entry and Expansion.

What will work best for your business?

Once you have decided on structure, you will need to build a local keyword map for your sites and enlist the help of local SEO agency to help build local links.

2. Regional Buyer Personas: 

Buyer personas allow you create a fictional representation of your customers and really help drive your content strategy. If you are expanding into new regional markets, then it’s likely you have already established buyer persona’s for your core country.

3. Content Strategy: 

Your content will be the fuel that drives your local inbound marketing strategy. B2B as an industry produce a lot of content as part of their marketing strategy. The type of content produced is across a variety of assets

Make sure you have a local content strategy aimed at your prospects and customers in those regions.

4. Influencer Marketing: 

Influencer marketing should be part of any inbound marketing strategy you adopt. When entering new markets it’s important to look for regional experts who you can start to engage with. 

Look for opportunities to include them in your eBooks, videos, interviews and webinars.

5. Social Networks: 

You will also need to give some consideration as to how you are going to set up your social profiles.

If you’d like to learn more about how to manage international expansion, download the full ebook: The Definitive Guide to International Market Entry and Expansion. [PDF]


By Kieran Flanagan


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