There are many great benefits to expanding your business internationally. Not only is it a great option to reach more customers but it’s also a fantastic way to deal with seasonality limits for your business. For business owners, the key to unlocking this growth may be reaching international markets through social and digital media strategies, explains Harry Lowes, director of mid-market ANZ at Meta.

There’s a lot on the minds of business owners right now, especially when it comes to making significant decisions such as managing costs, investing in innovation, and adopting strategies to reach new customers.

One often overlooked key factor to growth and attracting new customers is overseas expansion. Even the suggestion alone can feel daunting, but the reality is that expanding overseas with the help of social media is closer in reach than most realise. In fact, Paypal has stated that 57 per cent of US online buyers shop internationally. Last year alone, we saw many Australian businesses emerge to help solve customer pain points locally, and already some have seen success expanding globally.

One local small business example which has caught our attention is Full Bums Swimwear. In two years since they launched, they have already expanded overseas, with the US market next in their sight. A quick look on their Instagram shows how founder, Ashy McDonald, has built an authentic community centred around her swimwear brand’s mission to cater to a diverse range of preferences.

Looking broader, the iconic Australian tan brand, Bondi Sands, is a stellar example of cross-border expansion. The co-founders cited the decision to sell globally as a critical move for their eventual success.  A strong reliance on social media, as a part of their brand’s strategy, helped reach overseas audiences that are normally not easily accessible to local markets. This success led to the Bondi Sands brand being acquired by Japanese-owned multinational, Kao Group, for almost $450 million.

No matter your business size or position, with careful planning and helpful know-how, Australian businesses can establish themselves as global players in the digital marketplace.

So, how to do it?

Tip #1 – Data is your best friend

In addition to widening the customer base, going global online provides businesses with invaluable data and insights. The first port of call is analysing the data you already have. Look at your website and social media analytics to find the markets and demographics that have already shown interest in your business. This information can then be used to help decide which markets you expand into first – coupled with research into potential competitors or gaps in the market for your product/service. By leveraging this data, you can make informed decisions on which markets you should target, how to optimise your offerings and how to equally optimise your marketing efforts.

Tip #2: Leverage proven resources 

While the prospect of the unknown may seem daunting, there are plenty of digital resources available to help ease the transition. Leveraging all in one eCommerce platforms that cater to the international market, simplifies the logistics and payment processes by making it easier for you to navigate the complexities of cross-border trade. 

For example, all-in-one eCommerce platforms offer a range of tools, including a website builder, integrated marketing tools for creating, executing, and analysing campaigns, a shopping cart with 100 payment gateways, and multi-channel selling. Features like geolocation pop-ups ensure customers shop from their country’s store in their local currency. Shipping internationally is also likely to be more expensive. Ensuring you have an international shipping policy is a cost-effective and transparent way to ensure your international buyers have the same positive shopping experience as your local customers.

Tip #3: Invest to find your customers

Establishing your brand in a new market can be challenging, and you can’t rely on customers stumbling across your business organically – like they might do locally. Personalised ads are a cost-effective solution to reach the right customer for your business. With the recent advancement of AI, machine learning programs can now take away the guesswork by finding your customers and generate ads that will increase engagement. Adding call-to-action buttons also allows customers to quickly and easily get in contact with you or direct them to your website to discover more. 

Tip #4 Transparency and security are your best friend

Today’s consumers have plenty of options, so it’s crucial for businesses to prioritise a secure and trustworthy online experience. Being upfront about product details, pricing, and shipping info builds trust. Using strong security measures, like encrypted payment systems, not only safeguards customer data but also boosts business reliability. The goal is to make online shopping simple, safe, and dependable for both consumers and businesses.

There’s no time like now to consider expanding your business by looking beyond our own borders.  Your future customer is just waiting for you.

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