How to build your authority in a new market with LinkedIn
Step-by-step guide on using LinkedIn to enter new markets. Discover how to localize content and connect with new audiences effectively.
Your single, headquarters-based LinkedIn company page might not be as effective as you'd like in building a presence in a new market.
The solution? Create a separate LinkedIn company page dedicated specifically to your target market. This allows you to produce content that demonstrates how your company can be a thought leader and problem solver in the market.
For instance, if your new target market is in Southeast Asia and your LinkedIn company page is focused on serving a European audience, consider creating a new page specifically for this region or country. This enables you to localize content or adjust it to ensure its relevance to the new market.
However, entering a new market requires a strong communication plan. This approach also comes with challenges; you need to ensure your communication plan in the new market aligns with your core company goals. There are several essentials to include when building your LinkedIn company page for the new market from scratch.
This article gives you a clear picture of the essentials in every stage that must be included when creating your LinkedIn company page for a new market.
Preparation
To start expanding into a new market with a LinkedIn company page, the first step involves securing assets from the main account. This includes branding guidelines and market positioning.
These assets help maintain message consistency even after adapting content for a new audience. Understanding the new market is also critical. This means researching not just who the audience is, but also their online behavior and challenges.
Creating a team from the target market is necessary. This team's role is to adapt content from the headquarters and monitor market responses.
You can also opt to hire a PR agency with extensive experience in the market. This way, you would only need one internal team to act as the master strategist, while the agency provides the personnel to execute the plans.
Strategy development
After the initial preparation, the next step is to develop a content plan based on the preferences of the new market. This plan must stay original to the global brand identity while integrating elements that resonate with local culture and preferences.
The process of adapting content goes beyond just translating text. It requires a deep understanding of local cultural nuances, including preferences in visuals and references, to ensure the content is relevant and engaging. In this matter, localization is ke.
Localization is about making sure every piece of content speaks directly to the local audience's interests and values. The aim is to establish the company as a trusted source of information and a leader in its industry within the new market. Employing interactive tools such as LinkedIn Live offers a dynamic way to connect with the audience.
Through live discussions on industry-relevant topics or demonstrations of products, the company can further its engagement with potential customers, emphasizing the importance of localization in its strategy.
Measurement and optimization
Measuring the success of the new market expansion is crucial. LinkedIn analytics can show which content performs best and provide audience insights. It's important to monitor how the brand is perceived online and address any negative feedback. Success metrics should be defined, such as website traffic from the new market, leads generated, and brand awareness. These metrics can guide strategy adjustments, ensuring the LinkedIn page supports the market expansion goals effectively.
The bottom line, entering a new market with a dedicated LinkedIn company page is an opportunity to showcase your brand's flexibility and commitment to meeting your audience where they are.
Through careful planning, localizing content, and leveraging unique engagement opportunities like LinkedIn Live, you can effectively communicate your value proposition to a new audience. The journey is ongoing, and success is measured by your ability to adapt, engage, and grow within the local context, always keeping your global brand values in sight.
Content Collision provides performance-based digital PR services and B2B content marketing services for tech startups in APAC and beyond. Book a discovery call to learn more.
