In a previous post, we discussed how an advantage of targeting newly arrived expats is they have no existing loyalties. This offers proactive businesses a compelling opportunity to build relationships.
Content can be particularly effective in reaching your new customer. But there are a few key points to remember when creating content (in the form of a post or article) that will help you achieve visits, engagement and ultimately in winning new customers.

  1. Nail your headline

Headlines have a purpose that goes beyond simply catching the reader’s eye. If someone tweets your post, it is the default tweet (make sure your headline is well under 140 characters!), if they share it on Facebook, it appears as bold text, and if they email it, it is the default subject line. Headlines should offer the reader an immediate benefit, and give them a reason to click.
Example: “Volunteering abroad: Free holidays in Spain for native English speakers” is a headline for an Expatica client post that immediately communicates the benefit to the reader.

2: Know your audience

In a cluttered marketplace, defining your readership as “expats” is not enough. Some factors that may be of use in building a picture of identify your target audience include age group, location (down to the city), country of origin, disposable income, marital status, or average family size. Has your business surveyed its customers? Do you have accessible customer profiles on record? If you have a solid social media presence, can you check your Facebook demographics?
Example: If you are a relocation specialist with 90% of your target audience located in Amsterdam, you can leverage this information in to include your expert understanding of the market in that city, such as advising your potential customers of the closest proximity to international schools, Schipol,

3: Give them social currency

Expats are expert networkers, and out of their native habitats, they share information and tips on how to navigate their adopted home with their communities. [LINK] If you can provide an excellent talking point that can provide them with something to share, instead of creating one lead, you may have created many.
Example: Say you are a tax specialist. Use your inside knowledge to keep people informed of any changes in taxation law that may be of interest to expats before they even need to search for them, and you have just provided your reader with inside knowledge to share with their social circles.

4: Leverage your blog

Your blog should be a goldmine of information on what your audience needs to know. Check your analytics tools for the five most searched for posts and craft a “FAQ” post out of it. If you have your own company blog, you may consider finding out which are the most clicked on posts and creating content based around what your readers find interesting. The added benefit is that creating the content should be less labour intensive, as you may be able to cut and paste most of your post.
Example: Have a relevant case study on your site? Link to it! This is a great way to illustrate your point AND increase targeted traffic to your site.

  1. Include a testimonial

Testimonials can be quoted in your post, or you can link to testimonials elsewhere. Do you have an especially delighted customer? Maybe you can consider co-writing a case study with their input!
Example: Each year Expatica holds the “i am not a tourist” Expat Fair in Amsterdam. The event is aimed at expats who have lived in the Netherlands for some time, as well as new arrivals. However, to drive that point home, we included a testimonial from a long-term expat in our post to launch the marketing to this year’s event.

  1. Close with a call to action

Last but not least, you need a clear call to action. Remember that the reader and you have just been on a first date – no need to rush in and ask them to make a purchase just yet. But some ways you may consider building the relationship are:

  • Invite them to an upcoming event
  • Provide a link to your site or blog
  • Ask for a Like on your Facebook page
  • Ask for a follow on Twitter
  • Provide a link to your newsletter sign up

Example: For more insights, please feel free to follow me on Twitter @rhyswesley

Do you have any more tips to add? Please share them below!