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In a past blog, I mentioned my client Glen. from Germany. Glen is using digital marketing tools to break into Russia. I asked Glen why he didn’t localize content tools for better results. Glen told me he has experienced great success in Germany by using LinkedIn to connect with high level decision makers. Yet, when I took a look at Glen’s strategy I could see why he was feeling so frustrated. Although this strategy worked in Germany it wasn’t working well in Russia. The reason is because Russia is a high power distance culture. Localize content tools like this and you will be welcome anywhere In high power distance cultures high level decision makers mostly talk other high level decision makers. So, very rarely do low level staff talk or interact with high level staff inside or outside the organization. But this is different in low power distance cultures. In these cultures high level decision makers and low level staff can be found talking to almost all levels.   ...

In a past blog I mentioned my client Jeff and how to localize content marketing. Jeff is using digital marketing tools to break into the Asian market with his Gig small business. He asked me, “Warren, why aren’t my Facebook ads converting well in Asia?” After showing his ads to me I could see the problem on a moment. Make your customers know your when you localize content marketing Jeff’s ads focused on cultures that favor individualistic behavior. Jeff is from The USA and his ads focused more on “I” and “your” which are individualistic culture preferences. If Jeff wants to break into the Asian markets, he will be more successful focusing on “we” and “our”. Apply these tools when you localize content marketing Your Personal Coach Doc Warren LINGER, Comparing Individual and Collective Localize You see, Jeff was creating ad content that aligned with his own cultural value preferences. He was focusing on what his customers would benefit and not how his customers’ gro...