The U.S. is unique when you compare it to other markets around the globe. What works in other markets doesn’t always translate to the U.S., and that means international companies often have a hard time cracking the code for U.S. buyers.

The good news is that, if you can make it in the U.S., there is a good chance you can make it anywhere. That means your brand should be trustworthy, credible and researchable. Contrary to popular belief, global marketing is not about spamming consumers across geographic borders. Today, brands should prioritize trust and value before moving in with a hard sell.

Six Tips To Stand Out In Any Marketplace

As the VP of global strategic accounts at a PR and retail strategy company, I've counseled both national and international brands. Whether you need to stand out in the U.S., U.K. or Uruguay, I recommend following these six tips to build more buzz around your brand — no matter your geographic location.

1. Switch To A 'PR-First' Mentality

Marketing definitely has its place. It enables the world to understand your brand story, what you are selling, and why the world needs to take notice, in your opinion. Marketing is claiming, “We are the best,” which may indeed be true; however, while confidence is important, it can often come off as cocky and tone-deaf.

A PR-first strategy is about building a true endorsement base from trusted third-party reviews. This means taking, “We are the best,” and backing it up with, “They really are the best.” You can generally do this by pursuing media features, building your social community and winning industry awards. Would you hire a CEO for your company without first checking their references? An amazing resume is important (marketing); however, almost no one will invest their hard-earned cash into someone without first checking their references (PR). When you get other people vouching for your brand, you can build a more trustworthy network that global consumers and retailers will invest in.

2. Create A Professional Website

You need to have a professional, modern website — no matter what. You can easily build a great website with builders like WordPress, Squarespace and more. There is no excuse to have a slow, old-fashioned site.

Make sure your website is easy to navigate and uses concise language that is fully SEO optimized. When in doubt, you can hire a graphic designer and web developer to do the heavy lifting for you.

And remember, many customers want to engage with multimedia. According to 2019 Wyzowl data (via Hubspot), 88% of video marketers surveyed said video use gave them a positive ROI. Don’t greet customers with a huge block of text. Add engaging images and videos to pull people in. You can use videos, in particular, to bring transparency and cause your brand to be relatable by showcasing your products and team — no matter where they live.

3. Show Off Your People

You have to establish authority in a global market. That means showing off the people behind your brand.  Who are your founders? What do they stand for? What’s their story? If you can get people to buy into the people behind your brand, they should naturally begin to trust the company and products, too.

4. Give Back

Millennial and Gen Z shoppers may prefer buying from companies with charitable initiatives. According to a 2019 Deloitte survey, 36% of millennial respondents started or deepened a relationship with a company because they thought the company was ethical, and 37% have stopped or lessened a relationship because of a company's ethical behavior.

Make the world a better place and boost your brand in the process. Emphasize how your company gives back and how those efforts will affect the world for generations. When deciding between two products, the consumer will generally look at two things: Price and brand name. If your brand is also doing something for the greater good, then national and international consumers may choose you over the competition.

5. Respect All Cultures

Hopefully, this is common sense, but if you want to appeal to shoppers on a global scale, you need to exercise cultural sensitivity. Snarky, quirky or funny brands have to tread lightly here; what’s funny in one culture could be very offensive in another.

Be professional and respectful of other cultures. Every branding platform, including your site, social media, email and more, should take a multicultural perspective. When in doubt, hire experts in your target countries to help you adjust your verbiage. This can help you showcase respect for each culture and avoid embarrassing faux pas that can cost you customers.

6. Piggyback On Global News Stories

What’s going on in the world right now? Subscribe to global news alerts or to news cultivators to stay on top of the latest happenings. Are there any stories that relate to your industry, brand or product? Try writing content related to what the world is following in the news.

For example, if you sell antibacterial soap, you could tap into global coverage of the novel coronavirus and interview doctors and experts about how to best prevent the spread of disease. That’s the timely content that people around the world are interested in. This can help you build quick buzz for your brand on the global level, too.

The Bottom Line

If you’re doing well in the U.S. market, it’s a sign you’re going in the right direction. However, if you want to keep growing your company, it may be time to go beyond borders. Focus on creating a brand that portrays a global vision, embraces cultural sensitivity and holds a customer-first attitude.