Скачать или смотреть How to do business in the US | Digital marketing in North America

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(This video was first published in December 2015.)

The US is unsurprisingly a popular target for many businesses expanding overseas, but failing to understand the culture and expectations of a US audience can result in poor performance and missed opportunities. Stephen Humphreys, founder of Atlantic Sales Partners, explains what to expect when selling to US customers and how to develop a strategy for the market.

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(00:45) Many businesses consider the US to be a great target market when they think about exporting. But what are the common misconceptions that businesses often make when thinking about that?

(01:44) You mentioned that Americans are patriotic and will ideally buy from a US brand. How does that impact non-US brands selling there?

(02:32) There are many differences between British English and American English. How important are these language differences when doing business in the US?

(04:27) There are people from all over the world living in the US. How does that impact the cultural aspects you need to take into account when doing a marketing campaign in the US?

(05:56) The US is a vast country, not simply in terms of the physical distances between places but also the fact there are 50 states which are all governed differently and have different ways of working. What kind of challenges does that bring and what do you need to be aware of in that sense?

(06:59) You said that businesses should expect it to be expensive to have a salesperson in the US because of the costs associated with moving them around. How much can digital marketing help businesses to tackle that problem?

(07:45) What laws should exporters be aware of? How different are the laws between states?

(08:30) If you are a business considering entering the US, where should you start when planning your strategy?

(09:27) Where do the biggest opportunities lie in the US market at the moment? Which industries and sectors are doing particularly well? Where are there gaps that could be filled?

(10:20) What are your top tips for businesses considering entering the US?