The Global Marketing Show

Nina Ann Waters is the founder and Managing Director of Expandise, which helps growth-stage companies execute and manage international expansion. She has helped companies navigate the complexities of launching in over 26 different countries - a truly fascinating feat!  

In this episode, she outlines the language requirements for successful global branding, including best practices and common missteps, the importance of in-country support, and the key to impactful market entrée in any country.
  

Language Landmines to Avoid 

First and foremost, Nina advises, be especially cautious of word choices when expanding into new markets, even when you’re dealing with other English-speaking countries like the UK.  

Subtle linguistic differences can have major implications, especially for e-commerce businesses, Nina continues. Something as simple as using the word "pants" (rather than “trousers”) on a UK-facing website would instantly signal to customers that it's an American company, which can negatively impact trust and conversion rates.

"People generally prefer to do business with local companies," she said. "The more local you can make your business look, the better it's going to be for consumers. Because it's also going to appeal to their comfort level." 
 

Adapting to Local Languages and Customs 

In addition, Nina says that truly succeeding in international markets requires adapting to local languages and cultural norms. 

Issues can arise even around the smallest details. In one instance, an Expandise client simply could not accommodate Polish character sets in its logistics systems, denying them entrée into a potentially lucrative market.  
Conversely, preparing for translation from the outset allows you to fully adapt your products, marketing, and operations to each new market, rather than simply translating a message that may fall flat. Take the time to understand local consumer preferences, payment methods, and even delivery expectations.

Similarly, there are challenges involved with adapting management styles when working across different cultural contexts. Nina illustrates the contrast between her preferred "hands-off, goal-oriented" approach and the more hierarchical, step-by-step management style that was common in Indonesia. Only when leadership is open to learning and adjusting their management style will companies create engaged and productive teams in unfamiliar cultural environments. 

 

The Value of In-Market Expertise 

Nina also advises her clients to work closely with local experts when expanding into new markets. These on-the-ground connections can save companies weeks or even months of time by providing crucial insights that may not be readily available online. 

Local expertise gives companies a competitive advantage when it comes to understanding cultural nuances, identifying the right marketing channels, and navigating regulatory and legal requirements. 

Nina suggests hiring junior-level employees who can be trained in various aspects of the business, such as online marketing or logistics. This approach provides flexibility – probationary periods or fixed-term contracts, for example – and allows the company to retain talented individuals even if the initial market entry doesn't work out as planned. 

 

Key Strategies for Successful Expansion 

Despite the potential pitfalls, she emphasized that global expansion can be tremendously rewarding for businesses. At the same time, she describes the failure rate for international expansions as shockingly high, around 80%.

Again, "the main reason for this is a failure to adapt properly to the local market," she says. "And that doesn't just mean in terms of the product or service, which is a big part of it, but clients or companies often expect what works in their home market to work exactly the same in a new market. And that often isn't the case."

To avoid becoming part of this statistic, companies should take a methodical, data-driven approach to market selection and entry. This includes conducting thorough competitor analysis, assessing market size, pricing, and staffing considerations, all while keeping a keen eye on cultural factors. She also stresses the importance of having adequate resources and a willingness to build relationships, rather than just expecting customers to flock to a new market.

Her best advice? Approach international expansion with a strategic mindset, a willingness to learn, and a commitment to delivering a high-quality, localized experience to customers worldwide. And listen to the full episode for more practical insights and advice.

Links:

Website: https://www.linkedin.com/company/expandise/ 

LinkedIn: https://www.linkedin.com/in/ninaannwalters/ 

 

Connect with Wendy - https://www.linkedin.com/in/wendypease/ 

Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com