This is a guest article by Robert Bredlau, Chief Operating Officer at e-Spirit Inc. in North America.
In today’s economy, a large portion of manufacturing companies have customers spread throughout the world. While this helps to expand your customer base, pushing into global markets increases the importance of having a global communication plan in place.
How does your company share news and information with its customers if they speak different languages, or are located on the other side of the world? With so many channels available to help you connect with your global customer base, how can you ensure that the right messages are going to the right people, in the right locations, at the right time?
But don’t fear this global growth; embrace it. At e-Spirit we have just announced the Corporate Content Cloud initiative, which enables companies to put in place the foundational infrastructure they need to communicate across all channels. Why is this important? Because by helping organizations use content more effectively and consistently, they can improve the customer experience across all touchpoints and throughout the entire customer journey.
To be successful in the growing global economy, manufacturers must adopt a ‘digital first’ mindset, and move appropriate services into the digital realm.
The issues facing global manufacturers are similar, even if their products aren’t. No matter how long they’ve been in business, global manufacturers must face the reality of a digital world in which customers expect a company’s websites to provide them with all the information they need, on whichever platform they are using.
To maintain competitiveness in global markets in the digital age, means effectively managing communication channels to support your company’s globalization goals and marketing strategies.
When developing your global communication strategy, we believe it’s very important to work with the experts at Building Blocks digital agency and consultancy. Building Blocks’ consultants will look at your digital strategy and decide if it needs adjustment to reflect your goals, before developing a digital road map that will support your business objectives.
Here are four things to keep in mind when developing your strategy:
In other words, do your websites around the world present a cohesive brand image, along with appropriate localization, which is consistent with your quality expectations? In many cases, the answer is…well, you know the answer.
Given the adoption of English as the lingua franca of business, it’s easy to forget that this is not the case for all markets. Fail to plan for translation, and you will be faced with a major upgrade project if your web content management system is unable to support multiple languages.
Creating and editing content for your digital marketing programs and websites can be difficult. Marketing and IT have to work together, and they usually don’t have the same priorities. Make sure that content creators and editors have the ability to work directly in the websites without having to involve IT to get the changes posted.
Stay away from vendor lock-in. Using best-of-breed technology allows you to be more flexible, and simplifies integration with other web applications. Doing so allows you to communicate with your customers faster and more easily, which helps your company create an advantage over competitors.
Today’s world demands a strong digital presence – internet, intranets and mobile. Managing all this calls for the kind of central hub at the helm that a good content management system offers.
A good CMS should work efficiently in the background, making data accessible for use and reuse, monitoring versions and languages, and providing an easy way for content creators to use it. And, most importantly, having a Web CMS at the center of your digital communication plan which helps you engage your customers, on their terms.