UK business has seen a number of changes to the playing field, some of which, like Brexit, mean that international opportunities must now be established beyond the continent. Asia, America, China and the World Wide Web will be the focus of many a business going forward. This means that all those who aim to do business internationally, be it with physical premises or even just their online concerns, will need to hone their international business communication and language skills. This article looks at some of the key communication considerations for any business looking to establish an international presence.
Business communication and language changes
Not only has the way in which the English language itself changed in how it is now used in business, with less formality and increased personalization to all business and marketing speak and writing, but the way on which businesses communicate with each other and their clients and customers has gone through immense change and development in recent times.
Marketing language
The tone and actual language used may need to be adjusted and everything from posters to SMS messages and telemarketing needs to be in the language of the place or international market that you intend to expand into. A great example of international telemarketing techniques and the use of home language is shown by gsa-marketing.co.uk, which also provides a great deal of advice as to this process. The best of which is to keep the tone genuine and to communicate with heart. Furthermore, if this is the intention, then you will need to speak and have your marketing campaign in the local language, as then you speak not to the consumers heads, but to their hearts.
Means of communication
Market research that you do will expose the predominant means of communication used in the new markets you wish to compete in. There will be no point having the best mobile marketing campaign in a country that has a low saturation of mobile users. The means or mode of getting your message across must depend on what the audience uses to receive such messages. Whether you rely on traditional means of marketing and posters, flyers and even word of mouth, you will still need to consider translating your material or having an entirely new campaign set up and delivered in these new markets.
Seasonal promotions
Being able to understand the culture and the simple day-to-day conditions in the particular country allows you to target specific seasons and culturally specific holidays to promote your products and services.
Dealing with local suppliers
There may come a time when production or certain aspects of the business are moved overseas and although most businesses will use local affiliates, there will be a need to communicate and navigate your way through this process and this will require the language and communication skills related to the specific country and culture.
If your business has any essential linkages and supply/logistics or customer connections outside the UK, in Europe or further afield, then it will be absolutely essential that you look again at your business’ communication strategy and techniques to ensure that you are putting your best foot forward as you embark on the international business journey. There will be cost implications, and as such, it is vital to plan well in advance and perhaps allow the online move to drive any further international expansions.
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