Companies aiming to penetrate new markets must overcome cultural barriers

In the globalized world we live in, business expansion is more a fact than a possibility; nowadays, bringing products or services to different countries has turned into a necessity. However, gaining a foothold in new markets is a challenge, one where communication plays a vital role.

When we contemplate the implementation of public relations and digital marketing strategies in other locations, we must make sure they are geolocalized, in other words, they should focus on the specific attributes of the region you’re targeting. As we do when visiting a new place, understanding the rules, preferences and habits is required in order to successfully interact and avoid unexpected events.

When it comes to written communication, it’s advisable to ‘tropicalize’ your texts. This term means to adapt or accustom something to the specific conditions in a place. The goal here is to tailor your writing to the audience it’s intended for, using references and language with which they can identify. That is the key to success.

At Bindiva, we tell you 4 tips for tropicalizing your texts:

• Knowledge is power: the most essential aspect is to study and understand your target audience deeply, not limiting yourself to their needs and consumption habits but also comprehending their behaviors, conversation topics, food, music, and even humor. Every detail counts.

• Speak their language: it’s important to emulate the way they talk, including regionalisms, those words and phrases used exclusively in the area of interest.

• Communication is culture: the acceptance of messages will depend on cultural traits. Keep in mind that meanings are not universal, respect the diverse ways of living and avoid sensitive topics.

• The future is now: staying up-to-date is crucial. Keep track of news and trends so the information you provide is timely and useful. Also, use current platforms to share it, such as social media. Remember, the world is in constant change, and society is too.

Expanding your business and taking it overseas is not an easy task, but it’s certainly achievable. At Bindiva, our strength lies in intelligent content and data analysis, providing the edge you need to stand out in a competitive market.