Choosing a marketing agency for an export or import business
What to ask a marketing agency before hiring them for an export business, and the signs they understand international B2B buyer behaviour.
4 min read
Many exporters still rely on a PDF catalogue as their primary sales document, but a PDF cannot be found in search, is often only partially reviewed before being forwarded internally, and quickly becomes outdated without anyone noticing.
What should live on the website instead
- Product pages with HS code, MOQ, packaging options and typical lead time in the page text.
- Compliance and certification detail relevant to major destination markets.
- A downloadable catalogue offered in addition to the on-page content, not instead of it.
Formatting for internal forwarding at the buyer's end
A buyer's procurement contact often forwards your information to a colleague — a well-structured web page with a clear URL is easier to share and revisit than an email attachment that gets buried in an inbox.
A PDF catalogue cannot be found by the next overseas buyer searching for your product — a website page can.
Multi-language considerations
If you serve markets where English is not the primary business language, consider at least a summary in the relevant language for your top product lines, since this can materially improve engagement from that market.
The takeaway
Put HS codes, MOQ and packaging detail directly in searchable web content, not only inside a PDF catalogue that cannot be found or easily forwarded internally.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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