You market it… as if you were marketing to people! Turns out, the Nordics are full of people. 😉
Seriously though, the marketing to Nordics is no different than marketing to other countries. Or, at least, from European countries.
The latter, I feel, does count. And so, here’s a few tips for marketing to European countries:
- Figure out if they will accept English in marketing. Speaking from the perspective of the Netherlands, especially in software we have zero qualms buying from English-only companies. We all speak it, to a degree, and most of us can read it well enough to make business decisions. Going by my own experiences, this is no different in the Nordics. It’d be more of an issue in, say, France or Germany.
- Invest in content marketing. This goes for every SaaS business, but it’s possibly even more important in Europe. Why? Because Europeans don’t like being sold to. Across the board. So you have got to win their hearts with content that’s actually relevant, useful and genuine. In the Nordics, you can get away with English content (local language is better, of course!).
- Invest in local timezone support. If your company is in the States, your customer success managers will be getting up early from time to time. I recommend getting local timezone team setup. And if they speak the actual language, that’s even better, of course. Again, in the Nordics, I don’t expect English to be a problem (as mentioned), but when things go wrong it’s always better to be able to explain in your native language.
- Learn the law. There’s European law and there’s local law. Find out what you can and cannot do in terms of marketing, cold outreach, cookies, etc. GDPR applies across the board, but for example my country (the Netherlands) is sometimes even stricter.
