Going global is such a big task that we constantly associate it with companies with big financial muscles and with many processes in between. And despite its complexity, there are still companies that insist on being global or that are even born being so. In the same way, there are in the middle, thousands of materials to learn about the internationalization and globalization of companies, but, most of them address issues of export, import and other expensive strategies that do not always adapt to the reality of business, mainly of the digital ones. Is this your case? Because mine has been. Fortunately, in recent decades, the Internet has turned academia on its head and has led professionals in the field to reinvent the techniques of internationalization.

It is true that since its origin, the Internet has been understood as a naturally global medium, thanks to its ability to remove geographical barriers, redefine trade rules, streamline intercultural knowledge processes, among others. These characteristics have allowed internationalization to be cheaper and with less investment risks, if we compare it with other traditional models. Although it is clear that not all that glitters is gold. And the facilities that the Internet offers us in global markets cannot bias us or make us underestimate the new complexities that are added to strategies, which are more related to human interactions.

Today, being digitally global is no longer a differentiator, but a necessity for today’s markets to stand out and be successful. Since the 2000s, companies such as Google have emerged that have had a very clear international idea. Google, specifically, have become one of the main ones in charge of establishing the dynamics of commercial, cultural, political and economic exchange in the West, and, where in order to have access to the world’s information, we must follow its rules and its fundamentals of SEO, User Experience and Core Web Vitals .

Ultimately, this means that to dominate global markets, the first step is to dominate Google . And precisely about this I will tell you, next, using my experience in the matter, with the example of Rock Content, the Rock Content Andorra Email Lists of which I am a part. You will see the 4 lessons that we have learned over 8 years in the digital and international market, which have allowed us to impact more than 7 million people per month in more than 3 different markets and a constant quarterly growth of 30% in the United States.

Lesson 1: Generate valuable content according to market needs Rock Content is an American Digital Marketing company founded in 2013, which has since implemented internationalization strategies. His first international action was to import the term: Content Marketing to Brazil ; country in which he began his greatest efforts. Although the term had already been implemented in the United States many years before, it was we, as a company, who began to popularize the term not only in Brazil, but also in the rest of Latin America. We took on the task of educating the market more directly and in their language, on issues such as SEO, Content Marketing and Content Experiences.

There is a golden rule in Marketing and we knew how to take advantage of it: To be successful in a market, it will always be necessary: know the public well, understand your problems and wishes when faced with an issue, to be able to offer you valuable and appropriate content. As a result, companies gain strength, relevance and authority , whether in the local or international market. This is how we have completed 8 years nurturing the Brazilian market with our imported Digital Marketing techniques. Not to mention that today we have a large group of SEO experts both for content and for the technological improvements required of our digital channels. This is why we have stood out; because we have fought against market giants to position ourselves as creators of methodologies applied to the Latin American context, as market educators and, of course, as satisfiers of Google in the face of their demands. Today we own the largest blog in Brazil on marketing issues and we report more than 2 million visits per month just with our blog in Portuguese. In addition, we have already helped more than 2000 companies in Brazil to communicate with their markets and with Google, using the most current and contextualized strategies for the Latin American SEO market.

Lesson 2: Google doesn’t work by languages, but by countries This is where I most directly enter the story. I joined Rock Content in 2015 as one of the first imported collaborators , from Colombia to Brazil; with the purpose of beginning a rigorous internationalization of our methods towards Mexico. That was where we made our first mistake: thinking that one language was enough to enter another country. That’s right, the mistake was also mine when accepting, as a Colombian, the challenge of using my native Spanish to enter Mexico . She was much younger and naive, and perhaps until now she was not very clear about the cultural, political, and economic differences that would be reflected in Mexican linguistics and marketing needs, which were different from those of Colombia.

Luckily for us and me, mainly, the error was not expensive for us. After a few months of immersion in the company, I began to notice an exponential growth in the visits that came from Colombia and that triggered an alarm in my strategy, which led me to ask myself the following questions: Why am I bringing Colombians to the blog instead of Mexicans? Why my beautiful article on Marketing (Marketing in Spanish) positioned in Mexico, but did not bring any relevant traffic from this country? The answer was that he had to undertake the arduous task of not only delving into the characteristics and needs of the Mexican market in relation to marketing issues, but also beginning to re-learn Spanish for local purposes.

I realized, once and for all, that Google does not understand or attend to languages, but that its main concern is to deliver relevant content to a country, regardless of the language with which the user searches for information. In the midst of the insatiable search for concepts in Spanish for Mexico, I come across our golden jewel to this day: the keyword Marketing (again, Marketing in Spanish, exclusively for Mexico). And so I wanted to have results in Mexico with Marketing , a very Colombian word! It is useless to insist on a term in a certain language, if it does not bring results among the public with whom we are working. And this was indeed a beautiful lesson; that does not apply only to Spanish, but to Portuguese, English and any language. If we have Marketing objectives, the language will only be a means of communicating, but the one who will establish the rules of the game for correct communication will always be the target country. And Google, as always, understanding the correct internationalization techniques better than anyone else.

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