Lesson 4: Going international is a mindset

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It is not news that the media constantly reminds us that digital transformation is here to stay and, in order for it to yield results, it is not enough to open a website and a couple of social networks; rather, it is necessary to build an entire business mentality so that these media communicate with each other. But the result will be a stronger brand proposition and visible business results.

It's the same with digital internationalisation. There's no point in translating a website into another language and producing content for other countries if we as a company don't adopt strategies together and build business values ​​that are truly international.

This therefore involves knowing the laws of traditional internationalisation, as it involves hiring people from different countries and dealing with consumer policies that vary from one territory to another.

If a company does not prepare itself for these issues, it is destined to fail.

Google may be the king of information, but the deeper we get into its practices and rules of the game, the more we have to master the copyright, tax, and other policies of the world. And yes, we are talking about digital, but digital also has laws that we must follow.

This is how Rock Content acquired the American firm Scribble Live in 2019 and successfully entered the United States market in 2020.

Although we had already built dynamics to work among Latin Americans, we were now going to face not only a change in the way business decisions were made, but also a change in corporate culture, a development of our Cultural Intelligence . A very rich and recommended term for those who begin an internationalization to gain global relevance - and a change in the way we were doing Marketing.

Today we are more than 20 nationalities working towards our 3 main markets: Brazil, Mexico and the United States; I understand that we communicate with many more countries.

Before the third internationalization, our blogs in Portuguese and Spanish were bringing results in terms of traffic, Google positioning, conversion and sales opportunities.

However, we knew that the American market was awaiting us with more challenges, even because our areas of expertise were no longer as novel in the territory as they once were in Latin America.

Our bets were on making ourselves perceived, generating an audience and strengthening new strategic themes that already went beyond the limits of mere SEO or Content Marketing, to delve into Interactive Marketing education.

When building the new blog, we already knew georgia phone number list that first of all, we had to undertake a detailed search for localized terminology.

Just as there are linguistic variations in Portuguese and Spanish depending on the region, the same thing happens in English, with the added difficulty that in English we can also find spelling variations depending on the geographical territory.

An example: Which is correct , color or colour ? Answer: It depends on the market we are communicating with.

Venturing into the production of content in English has made us think not only about grammatical compositions, but also about social and even historical structures of countries. Here again, Google is giving us lessons in internationalization to allow our rapid growth in the United States.

And with some barriers of cultural perception, technology, business mentality and understanding of SEO overcome, our American internationalization is going full steam ahead and allowing us to generate quarterly growth of 30% in our traffic and market share.