❌Why 80% Fail at Global Expansion...

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Dminorstudio Newsletter

5th November, 2025

Hey, Stephen here.

Your 'proven' marketing playbook? It's probably killing your international expansion.

Most B2B companies make the same mistake when going international: they simply copy and paste what worked before.

Take China, for example.

But every market is different. What works in the US or Europe probably won’t work in China.

Just look at China.

Baidu, not Google. Weibo, not Twitter. WeChat, not WhatsApp.

If you want to reach your audience in China, you need a strategy built for China’s reality—not a recycled Western plan.

Build on your business strategy

Before you even think about tactics, ask:

What’s my business strategy here? Your marketing plan should line up with your business goals and brand vision.

Clarify these for China:

• What’s your goal?

• What’s your business model?

• What’s your main product?

• What’s your brand identity?

Get these down first. They’re your foundation.

Don’t just copy your marketing strategy from other markets

Copying and pasting just doesn’t work. China’s online ecosystem is unique.

You need an approach tailored for one market, not a one-size-fits-all.

Digital or offline?

Figure out your top channel: digital or offline.

Your choice depends on where your audience is and your stage of business.

You’ll likely need both over time.

Four steps to create your digital strategy

1. Evaluating

Start by understanding where you are.

• Check all your current channels and assets—how did they perform?

• Review your campaign results—what worked, what didn’t?

• See what your competitors are doing—learn from their wins and mistakes.

2. Foundation

Lay out your basics.

• Know your company’s marketing goals.

• Pick the core products or services for China (not everything travels well).

• Define your Chinese buyer persona—know exactly who you want to reach.

• Figure out where those buyers hang out.

• Lock down your brand identity for China.

3. Mapping

Connect your current state to your vision.

• Map out a marketing funnel that will move your audience from awareness to action.

• Choose the right channels and tactics for each stage.

• Pick tools for lead generation and nurturing that fit China’s landscape.

4. Planning

Now, get specific.

• Make a step-by-step plan: set timelines, assign owners, and gather resources.

• Create a simple system to track performance and optimize as you go.

• Revisit your strategy at least twice a year.

A new international marketing strategy is just a beginning

Congrats—you’ve got a plan.

But it’s only a starting point.

Markets shift fast.

Be ready to review, adjust, and optimize in real-time.

How do you approach your own marketing strategy?

What’s the biggest challenge when you try to execute?

• Reply directly

• Take the quick poll below (you can share thoughts after selecting an option)

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