OUTPUT

Following on from the second post in our 'Going global' series on how to build relationships with customers abroad, here is some advice on how to expand your reach overseas. Although UK based, we have managed to secure new contacts in all four corners of the world – and everywhere in between. So, how have we done this? Well, as touched upon in our last post, the digital age has enabled the business community to build and maintain relationships overseas. Although we all use phone, email and Skype daily, and social media is a firm staple in our lives, most businesses still don't know how to use these online channels to their advantage.

The press release was once the only tool a business had in its arsenal – it was the voice and medium to speak to the masses. However, social media can change the way businesses communicate and interact, bringing bite-sized pieces of information directly into your target audience's hands.

Unlike traditional marketing and PR, social media must be approached differently, as you are not directly selling your business, but creating relationships through two way communication with online communities – this is word-of-mouth marketing at its best.

At Dufaylite we have our own blog, Twitter and LinkedIn profiles and so we can talk till the cows come home about how many followers we have on Twitter, or how big our network is on LinkedIn, but at the end of the day what does that mean to our business? Well, since launching our blog and Twitter in January of 2011, we have increased traffic to our site by 80 percent, seen businesses from Australia regularly read our blog, and have received inbound enquiries from businesses overseas – clearly showing that the proof is in the pudding. However, how can capitalise on these 'followers' and 'readers' and turn them into new business contacts? Well, one social media platform has got this nailed – LinkedIn.

Launched in 2003 it now claims to have over 135m business contacts subscribed, so this is one online channel that every business must utilise. LinkedIn connects you to your business contacts – new, current or old – and helps you exchange knowledge, ideas, and opportunities with a broad network of professionals regionally, nationally and internationally.

So, over the last few months with our posts on 'Going global', we've taken your business to international markets, told you how to maintain those all-important client relationships and now how you can expand your reach overseas. You're now one step away from global domination. Good luck.

Tony Moscrop is chief executive of recycled paper honeycomb manufacturer Dufaylite. Parts one and two of Going global are also available on Output.