Establishing a business presence in the US is a great way to enhance your revenue and turn your brand into a globally-recognized name. If you’re an entrepreneur who has plans of marketing a business in America from the UK, however, you need to take steps to make sure your efforts don’t go to waste. Launching a business in the US is easier than it’s ever been, but that doesn’t mean success is guaranteed.
Here are four steps that will help you maximize your odds of successfully entering the US market:
• Research – The most critical step to ensuring your success is understanding your market. Conducting extensive research and analysis of your primary buyers will give you a better understanding of who you should be selling to and help you identify which companies you’ll be competing against. Knowing this will help inform your marketing plans.
• Building Brand Awareness – Even if you have the best product or service on the market, you’ll be hard-pressed to sell it to anyone if your would-be customers have no idea who you are. Brand recognition plays a huge role in purchasing decisions, and establishing it is a cornerstone of any successful marketing plan.
• Localization – It’s been said that the US and UK are two countries separated by a common language. While British English and American English are generally mutually intelligible, there are many differences in common terms that can cause confusion – “torch” instead of “flashlight,” “crisps” instead of “potato chips,” and so on. Even matters of spelling (“colour” vs. “color,” for instance) and measurement (liters vs. gallons, kilometers vs. miles) can trip up your marketing efforts if you’re not careful.
• Establishing a Local Sales Team – Having people who know your company inside and out in charge of sales is all well and good, but without the inside perspective that a US-based sales team can provide, you’ll be hard-pressed to actually use that knowledge to your business’s advantage. US-based sales team members might also have pre-existing relationships with potential clients, eliminating the need to build up your contacts from scratch.
There are many other UK brands that have made successful inroads in the US market, and all of them have these four things in common. It pays huge dividends to follow the example set by these success stories: it’s not hard to start marketing a business in America from the UK, but it can be expensive, and every mistake you make takes you further from profitability. The better you research the US market, the fewer mistakes you’ll make, and the more contacts you make, the less those mistakes will hurt.
If you’re an entrepreneur in the United Kingdom, France, Germany, Iceland, Sweden, or elsewhere in Western Europe and you’re interested in learning more about starting a business in the USA, feel free to contact us.
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