A must-read for businesses exporting to the U.S.
We live in a globalized age where your business’s location doesn’t have to have any bearing on who–or where–your customers are. In fact, with remote work, your business doesn’t even have to have a specific physical location.
The majority of our clients are non-U.S. businesses selling their services and products to English-speaking target customers in the United States. The advantages of this are obvious: the American market is huge, projected to reach a mind-bogglingly high $1.80 billion in 2027.
But the U.S. market can be a tough nut to crack for companies made up of people who lack intimate familiarity with the nuances of American culture, consumer behavior, and market trends.
If you’re a growing brand looking to appeal to American customers, this blog post will help give you some valuable guidance.
Challenges
Let’s start by facing the music: what challenges are export companies dealing with when targeting the U.S. market?
Competition: The American market is highly saturated and fiercely competitive across virtually every industry. To stand out amidst the noise, not only does your product have to be incredible, but you also have to employ strategic, targeted marketing tactics.
Regulations: From tax laws to intellectual property rights, the regulatory environment in the United States can be complex, posing additional hurdles for foreign businesses seeking to establish a foothold in the market.
Establishing credibility: Building brand awareness and fostering consumer trust in a foreign market can be a daunting task, particularly for businesses operating from a distance.
Cultural differences: Cultural differences and communication barriers can pose significant challenges for non-U.S. businesses attempting to connect with American consumers. What resonates with audiences in your country may not necessarily translate effectively to the U.S. market.
Solutions
Now to get to the good stuff: how to overcome these challenges.
The bottom line is that, wherever your business might be located, if you’re going to chase the American customer, you’re going to need some natives to help you. Hiring a team of professionals experienced with the U.S. market is key to ensuring that your entry into the American marketplace is smooth, strategic, and successful.
Here’s why having a team of U.S. market experts is indispensable:
Cultural insight: Native professionals bring invaluable cultural insight and understanding of American consumers' preferences, behaviors, and cultural nuances. This insider knowledge is crucial for crafting marketing strategies, developing products, and communicating effectively with U.S. customers.
Market expertise: Professionals with experience in the U.S. market have in-depth knowledge of industry trends, competitive landscapes, and regulatory requirements. Their expertise can help your business identify opportunities, mitigate risks, and stay ahead of the curve.
Local networks: A team of U.S. market experts typically has established networks and relationships with local media outlets, industry influencers, and other relevant professionals. Leveraging these networks can expedite market entry and facilitate strategic partnerships.
Language proficiency: While English may be the lingua franca of business, nuances in language and communication styles can vary significantly across different regions and markets. Native-level proficiency in English is essential, and locals are the only ones who can tailor messaging to resonate with local sensibilities.
Regulatory compliance: Navigating the complex regulatory landscape of the United States requires a thorough understanding of federal, state, and local laws governing various aspects of business operations. U.S. lawyers and accountants can help ensure that your business stays compliant with relevant regulations, mitigating legal risks and safeguarding your reputation.
Customer insights: Native professionals can help your business gain a deeper understanding of customer preferences, purchasing behaviors, and emerging trends in the U.S. market. This insight is invaluable for refining product offerings, optimizing marketing campaigns, and delivering exceptional customer experiences.
The most important takeaway
If you take nothing else away from this blog, at least remember this one thing. If you’re creating something for American eyes (or ears, hands, etc.), have an American look at it before sending it out into the world. This means everything from your social media posts to your products to your website.
Because, as fantastic as your English may be and as much American culture as you may have absorbed through media, there’s no substitute for a native U.S. upbringing. You never know what accidental cultural insensitivity or misused idiom might come up – small things that can have a real impact on your brand’s image.
Looking for a native English speaker to write or review your business’s content? Contact Word Wave today for a free consultation.