International Communications Review – What are the benefits?

Someone asked me the other day what the key benefits are of an ICR (International Communications Review). It goes without saying that sectors, products, resources, audiences, export markets etc. vary hugely from one company to the next so what works for some exporters won’t work for others.  However, here are some examples of the benefits of the International Communications Review process:

Dealing with foreign languages

One company reported a massive increase in international traffic the day after they renamed and tagged a few images with keywords in target languages.

Ideas on cost effective options for making multilingual packaging have helped a few exporters trying to keep cost and complexity to a minimum.  Often using effective visuals that do not require translation.

Offering content in foreign languages in an effective but cost-effective way is an area that is always much appreciated and leads to increased international visits and conversions.  Being visible to search in other languages will always be a benefit.

Creation of an international microsite to help package up a distinct export proposition can enable you to move swiftly and accurately without changing what works for the UK.

Understanding when and how to use Google Translate and when it would be counterproductive.

Strategies for dealing with specialist terminology in British English, US English and foreign languages.

Internationalisation

A company I reviewed saw enquiries and orders from Germany more than double after offering a German phone number linking to a German speaker elsewhere.

An understanding of how cultural differences in Poland and the Netherlands were creating problems with personnel.

A sounding board for web strategies for sites & microsites; domains, subdirectories and subdomains.

Useful ideas for digital marketing for international territories, notably email marketing, LinkedIn and YouYube.

One company’s exports were in terminal decline. A complete revamp of the international branding & web strategy saw this trend reversed and the distributor network re-invigorated

You would be surprised by the number of British companies offering products with metric dimensions in the US

Getting the most of translation services without spending a fortune

Impartial advice on the best strategy for web development for international business development

Visuals for international communication

Many companies have found that their home sales also increased as a result of the improved visuals throughout their web presence

Cultural pointers associated with visuals may not be obvious

Using video content and animations to convey tricky concepts for international audiences

Wider company skills & resources language, culture and digital communications for export

Better understanding existing in-house language skills with a language skills matrix enabled one exporter to successfully target a territory that that not been previously considered.

Sometimes unusual things come out of the meeting such as a new application for a product overseas

Understanding why it is sensible to pay your web developer well – and to have the ability to change suppliers

Options for using PPC in target export markets

Using LinkedIn for international business development

A FRESH PAIR OF EYES!

Sometimes all it takes is a fresh look at things from the outside in a way that is knowledgeable but unbiased.

If I have missed any benefits that you have enjoyed following your ICR please add in the comments! I would really value hearing your feedback on particular pointers that were useful.