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International markets drive a new definition of service

International markets drive a new definition of service

For many companies, their market has been redefined because of the internet. A good or service offered to a traditionally domestic market can now catch the attention of an international audience. Being able to understand and respond to the needs of clients from any location provides an advantage to a company.

Most nations employ English as either a primary or secondary language. This approach helps to breach barriers to your business. Having a well-designed website and utilizing search engine optimization strategies will allow customers and clients around the world to see what your company is capable of doing.

Refining the scope of the markets that you want to address is critical when taking your business global. According to Forbes, you want to “Develop a disciplined method to expanding your business and ensure that every new market you explore offers at least one of the following advantages over others:

  • A larger customer base, potentially with a higher willingness to pay
  • Access to cheaper supply of labor or raw material, leading to cost efficiencies
  • Legal, regulatory, or other systemic factors that make it easier to do business.”

Successful international marketing is similar to marketing in the United States. You have to identify customer needs that your company can address. Make sure your products and services, can address them more completely than competitors in that market sect.

Customers will base their loyalty to a company based on how well their needs are tended to, especially on an international scale. Global customer service is important to any consumer. A company with excellent customer service is more likely to get repeat business from customers. Consequently, the company will benefit with greater sales and profits.

As you consider global expansion, one thing to keep in mind is that you never want to make a move that will diminish success and hard work on home soil. Domestic sales are what got you to where you are and will be the key to expanding that success.

Neglecting your foundation and home market to pursue global markets can easily backfire. By maintaining a strong balance between both markets, you will create a strong brand image at home while slowly establishing yourself internationally. This will allow a company to maintain their core mission while responding to its international potential.

It will take time for a small company to take their business international. But with the right steps and commitment, a small business can find itself competing with larger known businesses and gain the same amount of success.

Your corporate advertising is not for your benefit

Your corporate advertising is not for your benefit

Purpose-driven marketing is a way for brands and businesses to bond with their target audience through their content based on shared need and interests. The ability to connect with your audience is more important than anything you have to say.

Any purpose-driven brand knows how to present their values and it’s “why”. The best brands we know have stories to tell and are relevant to their purpose.

Purpose-driven marketing is more than just content. There’s a “why” behind every brand or company’s content. That is why their content connects people on an authentic level. The content that is created is much more than just sales and marketing. It comes with a bigger meaning.

While most brands are familiar with giving back, they aren’t always familiar with creating content that will both engage their audience and drive them to participate. Success comes from developing content in an organic way that brings mutual benefits to all that are involved.

We all like to feel like we are apart of a bigger audience, and that we’re making a difference in the world. That’s why 6 out of 10 millennials have said they chose to work for an employer based on the sense of purpose. Having a purpose-driven brand has become beneficial for businesses due to:

  • Aligning leaders and team members around a common purpose, mission, and culture.
  • Attracts the right type of customers, employees, partners, and investors who believe in your values.
  • Motivates you and your team to be more productive.

Many brands have collaborated with other brands to bring a higher awareness to their cause. This is where purpose marketing shows the cause but also allows a connection to be made.

Dove is a great example of a brand that utilizes purpose-driven marketing. Their missions have been to empower women through self-esteem and confidence. Their “why” is to make a commitment to women’s well being, yet to also show customers that they’re more than soap and moisturizers.

Dove has stated for their self-esteem project, “At Dove, we have a vision of a world where beauty is a source of confidence, not anxiety. Our mission is to ensure the next generation grows up enjoying a positive relationship with the way they look – helping girls to raise their self-esteem and realize their full potential. Their message comes with a purpose other than just selling bath products.

Purpose-driven content marketing is important for any brand or company that wants to engage with their audience. The audience or target customer’s impact on this content is driven by a cause that is spread throughout larger audiences but also promotes the brand in a positive, relatable way.

Artificial intelligence and SEO

Artificial intelligence and SEO

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a web search engine’s results page (SERP). Complicated algorithms examine tremendous amounts of data to produce these results.

To facilitate this workload, search engines now employ the use of artificial intelligence (AI). This change has made it necessary for legitimate digital marketers to refine their efforts to maintain quality in terms of technical SEO and content development.

The artificial intelligence learns and uses natural language processing, meaning that AI SEO becomes smarter and more human-friendly. AI is trained by using known data, such as:

  • Content

  • Links

  • User behavior

  • Trust

  • Citations

  • Patterns

The AI systems then analyze that data using user experience, big data, and machine learning to develop new ranking factors. The process is capable of producing marketable results most likely to meet user needs.

RankBrain is Google’s machine-learning, artificial intelligence system that helps process its search results. The system uses an entirely new way of processing queries. This portion of the search engine’s core algorithm looks at search terms that have not been used before and compares the keywords against other searches to determine what type of results the end user is looking for.

Google’s RankBrain is just one form of artificial “narrow intelligence,” which means that, while it can perform things better than a human in one specific area, it is still a relatively weak form of artificial intelligence.

Yet, AI offers marketers insights that will improve ad campaigns. Adopting AI specifically for SEO efforts presents marketers with tactics that enable them to rank higher in search engines and get their ads seen by more people. The data provides insight that enable you to optimize a website, build links with the high-authority domains, and identifies the best keywords to use for each webpage.

Artificial intelligence has now progressed into deeper learning. While combined with search engine optimization, the list of possibilities to perform tasks has brought a whole new way to produce search engine results.

The execution of SEO has changed because Google, Bing, and all the other search engines are employing artificial intelligence (AI) to evaluate the content of pages.

When SEO is combined with artificial intelligence there are improvements in the results that come from search engine optimization.