Throughout our participation in the Expornet program managed by this entity - a mentoring program for companies in which we help them plan their international digital marketing strategy and in which, by the way, companies can still sign up - we have seen that the main problem encountered by companies that want to internationalize is that they have not stopped to think about what they want to achieve in the process. This lack of objectives then translates into greater difficulties when it comes to deploying an effective digital marketing strategy since, if we do not have a clear destination, it is difficult to draw up a roadmap to get there.
But if the objectives are the first point to define, the first tool that must be equipped is undoubtedly the website . Without it, the international digital marketing strategy is completely lame, since, no matter how many actions we take to attract traffic and generate notoriety, we will not have a presence on the Internet that allows us to take advantage of all this momentum. The Web - in general and not only thinking about internationalization - is the main center of conversion, the core of the company's digital presence. That is why it is so important that it is aligned with the company's objectives. It is essential that it is developed thinking about what it will contribute to the company's business strategy .
Obviously, when it comes to internationalisation, this principle must always be present and, therefore, the International Web must be developed in a manner consistent with the objectives of the international strategy. To contribute to this development process, a few weeks ago we launched our Guide to adapting the Web to international markets . In it, companies in the process of international expansion will find some very relevant keys to consider adapting their page to the foreign markets they plan to target.