7 Ways Digital Marketing Knocks the Socks Off Traditional Export Support
3 November 2016
Exporting is difficult, but it can be made easier.
That was our marketing tagline at BPCC Trade.
It resonated powerfully to me of the challenge we had as an export advisory consultancy.
After 7 years working with UK Trade & Investment I am convinced that the traditional model that UKTI and most partners use to support exporters - events, emailing and phone calls - is out of date.
If you work in export consultancy you'll know what the challenges are.
So many projects fall flat because target groups (distributors, agents, wholesalers or partners) just aren't interested in a cold sales email. Then deals fall through because of a basic lack of trust and communication between both parties.
Success rates are low - low enough that we avoid the subject with potential clients.
Revenues generated are much lower than the market average.
We get overwhelmed managing volume and value.
Less and less people in the UK are searching for the term exporting. Digital marketing is on the rise.
In fact, the drop out rate for British exporters is so high, that over the years I was able to stand up at events and predict with statistical certainty that 90% of participants wouldn't have have gone even one step further with their export ambitions within the following 12 months.
Then I had a sit-up-out-of-the-bath-and-write-a-note-on-your-phone moment.
I had a client in the IT sector.
Our traditional approach of cold calling and cold emailing potential directors of IT in big target Polish corporates was getting no traction.
We decided to use the principles of inbound/content marketing based on delivering value first, then an offer.
As part of our retainer relationship with the client, we then started to deliver LinkedIn content marketing by translating their marketing content, personalising it to the Polish market and distributing it through a Polish language LinkedIn company page.
Our focus was constantly on value, offering a fresh perspective and shifting our targets' thinking.
And the enquiries for more information started to flow.
As a result of this approach, the client is currently in a tender process with Poland’s largest insurer as a direct result of that and stands by to win a contract worth millions.
After 6 months at Questia doing a deep dive into digital marketing and communications, I’m more convinced than ever that the traditional model of export support delivery needs a radical re-think.
Here are 7 ways I think standard practice in digital marketing knocks the socks off the way export support is today mostly delivered.
Whether your target is a B2B distributor or a B2C customer, these 7 tactics are ones I think export advice agencies should deliver.
Don't agree? Drop me a line below.
By Patrick Ney (pictured right), Digital Marketer, Growth Hacker, Writer & Vlogger
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