Do SMM specialists change when they enter a new market?
Entering a new market doesn’t just mean expanding your business, it also means more hassle. It is important to learn the local specifics and carefully work out a social media strategy. The manager has questions about whether to look for SMM specialists in the current region or continue working with the old team.
New professionals
New markets always involve more risks. Businesses have to make split-second decisions. Local SMM professionals know the specifics of the market and the specifics of social media promotion in the region. If a professional has a lot of experience in a similar field, it is recommended to hire him or her. An SMM specialist will help the company to adapt quickly to local conditions.
The language barrier is the main problem faced when entering a new market. The barrier prevents the building of communication links between clients and the firm. A native speaker will adapt the content to the local context, explain the regional specifics and the needs of the audience.
But not everything is as rosy as it seems at first glance. New SMM specialists need time to learn the specifics of the business. If the local employee doesn’t understand the intricacies of the company from the inside, doesn’t know the news, then he won’t be able to quickly get up to speed and produce quality content. The problem is pronounced in high-tech firms. In the early stages, it is important to educate and train the sms professional properly.
If a professional has been working within the boundaries of one market for a long time, he knows it perfectly well. It is difficult for a person to find new, unbeatable ideas. It is not worth poaching an SMM professional from a competitor. In this case, you won’t be able to stand out among similar local firms.
A proven team
When entering a new market, you don’t have to disband your team of SMM specialists. Professionals who have been working for more than a year know the product well and understand the desires of potential customers. The SMM specialists already have ready-made content that they can promote in the region’s social networks.
The old team knows all the specifics of the company, so there is no need to re-learn the basics. Professionals take into account all the challenges the firm has faced. They will quickly develop a crisis exit strategy.
Mastering a new market is an interesting experience that motivates the cmm people. Professionals will learn and implement new technologies for promotion. The old team will be helped by past successful developments. In regional contexts, ideas will allow them to stand out from their competitors.
It is worth remembering the disadvantages of using your own specialists. SMMs need extra time to learn a new market. If the consumer habits of the audience in a particular country are different, dozens of hours will have to be spent analysing the performance of the posts.
If the head of the promotion department does not understand the local specifics, it is difficult to monitor and evaluate the specialists’ actions. If the firm works in the niches of catering or beauty, the old team is better left behind. In these areas, customer needs are the same for all markets.
Not all SMM professionals are proficient in foreign languages. The problem will not allow proper communication with the target audience. In this case, an additional translator will have to be hired, the cost of which may be higher than the local SMM person’s rate.
When developing a new market, it is important for the company to research consumers, competitors and promotional features. The question of whether it is worth swapping their SMM specialists for regional ones is decided on an individual basis for each firm. It is ideal to combine the old team with “fresh blood” of local professionals.