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HOW TO: Target a new international market

Thinking of branching out overseas? Roderic Michelson, business growth consultant at Aralex Consulting reveals the six most common sins of marketing abroad.

There are huge opportunities to sell B2B products and services abroad – but without a good understanding of the target country it can go horribly wrong. We’ve all heard the horror stories of product names that mean one thing in one language and something very different in another. But there is more to marketing abroad than just getting a good translator.

The bad news is most companies fail to gain traction as they unwittingly commit at least one of the six following sins of marketing overseas.The good news is, with planning and research, these sins can be avoided and new overseas markets can be opened up. Here are the six sins and some advice on how to avoid them.