The fact that you CAN ship to anywhere in the world doesn’t mean that you SHOULD; and, even if you do ship worldwide, that doesn’t mean that each and every country will have equal priority. We often want to cater to every consumer in every country because we feel like we have something of value that we want to share with the world and, less altruistically but also important, we want to make more money. This is not an effective strategy, however - in fact, it’s not a strategy at all.

Strategy is all about CHOICES. An effective business strategy will include choices when it comes to things like geographies i.e. which are your priority countries (or more specific e.g. cities or regions), customers (demographics and psychographics), product categories, and channels (online platforms, social networks, offline locations). This will allow you to focus your budget and time where it really matters.

When it comes to website traffic, you want to make sure that (i) it is the right kind of traffic i.e. you are bringing your ideal clients onto the website and (ii) you are converting that traffic once it lands on your site. Having a focused strategy in terms of the people and countries you’re targeting will help you both to run an effective marketing campaign targeting those people and getting them onto the site, and to convert these people into paying customers.

Get in touch if you’d like help with nailing that strategy!