We don't usually think of our audiences as assets, but diversity and geographic dispersion, characteristics of your audience, can certainly be assets to your marketing campaigns. Access to the array of ideas and needs that a global audience presents can help you realize major business benefits — but only if you deeply understand your audience and strategize accordingly.
So let's say you have a global audience and a resulting global email list. How do you begin maximizing its value?
Start with analysis
The first step to making the most of your global email list is to spend some time analyzing your current database. At the very least, analyze the contacts created year-to-date. We suggest exporting these contacts from your database and performing pivot tables to understand your contacts' geographic, firmographic and demographic information.
First, create a pivot table or chart that illustrates how many of your contacts identify with a particular country. (Don't know how to create a pivot table? HubSpot's got your back.) Then you can form like groups and translate the new group information into a HubSpot list. For example, maybe you have contacts from Morocco, Kenya, South Africa and various other African countries, but not enough contacts from each country or any one country to warrant a specific campaign addressing that group of contacts in particular. Instead, you could grab all of those contacts and create an Africa region list, then build a targeted campaign.
But you also may have 2,000 contacts from Germany alone. In that case, creating a list for contacts in Germany specifically, and creating a corresponding campaign, is a worthy investment.
Another way to segment your contacts is to simply use your sales regions, if applicable.
Deeper knowledge means better messaging
Once you've segmented, your objective is to speak closely to the thoughts and needs of the specific groups you've created — to ensure that both the overall message of your campaign and the actual messaging of each email responds to those thoughts and needs.
If you plan to pursue more geographically-focused segments (or really any segments, for that matter), it is extremely worthwhile, and really key to your success, to do a persona deep dive. Think of each persona on a regional-to-global scale. Ask yourself how their goals and challenges may differ based on where they're located. Regulations and laws can vary drastically across regions, affecting how your persona might solve their goal and contributing to the truths they need to keep in mind when searching for solutions.
It may be worth your time to do a PESTLE analysis, examining the political, economic, social, technological, legal and environmental factors that contribute to your persona's needs and ideas. Analyzing using the PESTLE model can be an important step in increasing your sensitivity to local perspectives.
When you boil it down, making the most of your global email list is really all about knowing your personas and your market. Once you understand the people you're targeting, you can begin to form a real narrative that appeals to them.
Where did you get your information?
Finding the information that helps you structure an impactful narrative can be a challenge. This is where having a clean and robust database comes into play.
New Breed's recommendation is to dive into your database and create a report on existing customers from the regions you plan to target. If you're using a tool like HubSpot, or any marketing automation, correctly, you'll have behavioral data on these customers.
Let's continue with the Africa example: you would identify the customers from Africa then analyze which pages they viewed, what content they downloaded, which emails they received and opened/clicked, etc. The beauty of Inbound is that you don't need to recreate the wheel — if something worked well before, there's no reason you shouldn't opt for an iteration of that in the future. Use positive engagements from audience members in Africa to inform the content, messaging and cadence of your email campaign to the Africa region list.
Another approach is to use the information people provide on form submissions. This tactic would require you to have a well built form strategy that goes beyond basic contact information and digs into challenges, pain points, goals, etc. Based on your leads' responses to these questions, you can figure out which content to share and what messaging to use in the emails.
So there are two types of information you should investigate: implicit (user behavior on your site, for example) and explicit (identified on a form). If you have quality information in both of these areas, you'll know your personas much better than many marketers ever do, and you'll be better equipped to form a targeted email strategy for a global list.
Your global email list doesn't have to hold you back
We know that a global list can be a bit overwhelming. But there are tested ways to make it work for you instead of against you.
Developing reasonable segments, getting to know your personas and honing your messaging can help you actively target your email contacts, and that's the first step in globalizing your marketing campaigns. This effort will get you thinking on a global scale and help your whole team grasp the value of personas and of segmenting your database appropriately, so everyone will be on board as you work toward a truly international strategy.