how to target the us market
DESCRIPTION
Is your business looking to expand toward the US ? Check out Scott Piro's presentation on what you need to know to enter this difficult, but promising market.TRANSCRIPT
Is the US market essential
for your business?
• Lots of potential in the US market…
• …but it’s crowded, and difficult to penetrate
Research the US Landscape
• Competition• Market potential• Costs of market entry
Adapting Your Product for the US
• Consumer purchase patterns
• Industry norms
• What pivots are needed?
Relocating to the US
• Is it necessary to operate in the US?
• Depends on industry
• For consumer-facing businesses, the sooner the better
US-Centric Appearance
1. Avoid co.il web addresses.
2. US Phone Number with major area code
English Website
• Written or proofread by a native English speaker
How Much Money Will You Need?
• Hiring salespeople
• Relocating employees
• Office space
North American
Marketing Channels
• Develop a North American marketing strategy aligned with business objectives
US Market Penetration
• Multichannel marketing
• Channel testing
• Combine inbound & outbound methods
B2B or B2B2C Strategies
B2B or B2B2C Companies
• Public relations
• Analyst relations
• Search engine optimization (SEO)
• Compelling blog
• Social media strategy
Public Relations
• Think beyond tech blogs
• Goals beyond downloads/new users
Analyst Relations
Search Engine Optimization (SEO)
• Optimizing your website
• Inbound marketing
• Relationship with PR
Blog
• News events for inspiration
• Publish consistently – same time/day (helps w/ SEO)
• Spread out authors among staff
Social Media
• International – senior staff located both in Israel and the US
The Cline Group
• Holistic marketing approach
The Cline Group
• Marketing strategy and execution maps to company’s business goals