Internet use grows by nearly 8 people per second (Internet Live Stats). As more people jump online, it gets easier for you to reach viewers in different countries. And harder to think of reasons you shouldn’t sell your classes to them. But before going global, you must carry out 7 essential tasks:
1. Check it’s worth the ROI
Work out how much time and money going global will cost you. Consider travelling costs and new employees, like local translators and communicators. And don’t forget to calculate how much you will be taxed in different countries.
ROI (Return On Investment) = benefits/ time and money invested
Divide the amount of money you predict to make from going global by the time and money you must invest. This will reveal your ROI as a percentage. Is it worth it?
2. Research your audience
Are you sure viewers from different countries will find your classes relevant and valuable? Make sure they will buy your classes. Otherwise the time, effort and money invested won’t be worth it.
Online business marketing expert, Paula Jane Walker, suggests you do the following:
“Before you begin to expand your business, you need to know exactly who your target market is. Start your research by determining these key details:
4. Profession or job title
5. The areas they live in
6. Whether they have children
7. What problems they face and what solutions you can provide to help them.
Paula Jane Walker, Online Business and Marketing Expert
3. Carry out a Marketing Segmentation Analysis
Split your market into smaller segments to pinpoint the most valuable group to market to. Then research that group to determine their pain points, needs and expectations.
Segment your market by:
(E.g. age, gender, location, profession and educational background)
(E.g. interests and attitudes)
This requires more time and effort than segmenting by demographics, but will strengthen your grasp on your customers’ needs and expectations.
Run interviews and surveys and explore your existing data to find out how your current customers respond to your classes.
Then create groups for different learner types. For example, if you sell exercise classes, segment your market in terms of their level of expertise or which muscle area they focus on.
Use your findings to ensure your classes resonate strongly with each segment.
4. Travel to the countries you want to reach
Experience your target market’s culture and surroundings to build a stronger connection with them and learn how to communicate effectively.
Body language and colloquialisms are received differently in different countries and cultures. It’s important you meet your global customers so you know how to appeal to them. Your findings will help you adapt your online teaching business strategy and class content to hook them.
5. Check there’s a gap in the market
Compare your online teaching business with the local competition. If they’re based in the country you want to target, they won’t be taxed as much as you, so they’ll likely offer their classes for a lower price. Make sure the local audience will buy your classes over your competitors’, or you’ll make no return.
We asked serial entrepreneur, Ryan Robinson, for his top tips on hooking a global membership. He recommends collaborating with your audience to build your online course. This will ensure you create classes they’ll want to pay for:
“The best way to build what your audience needs is to draft an outline of all the lessons you’re thinking your course will cover (in terms of the takeaway benefits they’ll get).
Next, individually reach out to members in your audience and ask them to read your outline and fill out a brief survey. Find out which lesson topics they’re most excited about, if there are any glaring holes in your content roadmap and most importantly, if they’d buy a course that delivers on the promise of your future course.
Then, you can offer them an extra early bird pricing level to join your course right now. By individually asking some of your audience members to put their money down on the line and join your course before you even build it – based solely upon an outline and promise – you’ll learn very quickly if you’re on the right track with your course.”
Ryan Robinson, Expert Entrepreneur
6. Ensure your business can handle expansion
Ensure your online teaching business can handle expansion, or risk failure.
To do this, carry out two analyses:
- Gap Analysis
A gap analysis will compare your company’s performance against your expectations and will reveal how effectively you’re using your resources (Investopedia). Optimize your performance before going global to increase your ROI (return on investment).
- SWOT Analysis
Investigate your company’s Strengths, Weaknesses, Opportunities and Threats. Verify that you can expand to a global market and determine which strengths you should use to do this successfully.
7. Make sure your video classes stream reliably everywhere
Video allows you to show your face and personality, appeal to auditory and visual learners and get your message across much faster.
Best selling author and speaker, Dave Crenshaw, shared with us why he uses video to appeal to his global audience:
“What I love about video is it communicates facial expressions. This allows me to occasionally say and do things that might alienate other cultures if my message were only in the written word. Because of the full visual package video affords, they can understand my intent and appreciate my differences.”
Dave CrenshawBest Selling Author and Speaker
Find more of his top tips in your ultimate free guide to hooking a global membership.
It’s crucial that your videos stream reliably to all your customers across the world.
Use adaptive streaming to provide top quality videos for learners with strong connections and reliable playback for weak connections.
Do this easily when you upload your video classes to vzaar. Just select the playback options you want and our video encoder will do the rest. Your videos will play back to everyone, regardless of device, country or connection speed. Try it for free for 10 days.
Your next step to going global
Once you’ve conquered the above 8 steps, it’s time to hook your global membership.
Customers in different countries will have different interests, needs and expectations to your current local audience. It’s critical you adapt your website and online classes to appeal to your new audience. Otherwise, you’ll invest a lot of time and money for little return.
Download this free guide for expert advice on how to successfully hook a global membership. Complete with more insider tips from Ryan Robinson, Dave Crenshaw and Paula Jane Walker, this free guide is all you need to prepare for global success.