We’ve sometimes seen businesses Adapting the strategy try to expand internationally by translating and distributing existing content and hoping it would work the same in other markets, but without success.
On this subject, you can read here about Cognism’s bumpy journey towards international expansion !
At Kaspr, we knew we had to kuwait whatsapp number data take local differences into account.
Joe explains:
“To address the challenges our local personas face, we work with a dedicated online advertising manager in each region. We run ads in all three languages, with distinct messaging and localized positioning for each region.”
“We now have a fully functional Kaspr multimedia machine in three languages, and the website is available in four languages: English, French, Spanish, and German.”
“Localizing our content in this way gives us a significant competitive advantage. Few of our competitors are willing to fully embrace foreign-language content. We can tap into the specific needs of each market and work with creators in those markets in a personalized way.”
A thoughtful territorial expansion Adapting the strategy
Before diving headfirst into a new geographic area, we needed to be sure there was an opportunity worth pursuing.
For international expansion, we take a three-step approach that helps us move forward with confidence:
- We use SEO to increase awareness in what are utm tags and why are they needed? targeted geographic areas , and then use the data to estimate interest. For Kaspr , we used organic listings as a “flag” to determine whether we should expand our activity in a country .
- If we gain enough organic registrations, we increase ad spend in the territory.
- If ad spend produces results, we deploy our demand generation tactics!
Monitor the effectiveness of the demand strategy
We split our spending roughly 50-50 between demand creation and demand capture.
For a PLG company like Kaspr, keeping the cost per acquisition low is essential. It can be easy to let this cost spiral out of control during growth, so we had to be disciplined to keep it under control.
We recently revamped our Google campaigns, landing pages, homepages, customer journeys , and Kaspr website navigation. They are now as efficient as possible and can support increased investments while maintaining a low CPA.
In addition to this restructuring of our complete paid strategy , we have also updated our retargeting approach and our product messaging.
After about a year and a half, our initial growth contact lists began to stagnate, and our CPA increased. We realized that Kaspr and Cognism’s market positions overlapped and were stepping on each other’s toes. We conducted an exercise to differentiate the products.
For Kaspr, we refined the message around four key pillars:
- Focus on Europe
- SME and individual contributor segment
- Ready-to-use solution
- Integrates seamlessly into existing workflows and technology stacks
This had an immediate impact and unlocked the growth we had been struggling to achieve.