There are many differences between a marketing agency in the UK and the US. Countless TV shows and films have come and gone detailing American marketing in such great detail that many people see this as the only way of getting things done. Whilst marketing does involve some of the things these forms of media shows, it’s not always as straight forward and over the top as it may seem.
Here at VerriBerri, a digital marketing agency based in the UK, we have a wealth of experience. The clients we have worked with in the past have included not only UK companies, but American and international businesses. This has meant we have a high level of understanding when it comes to successfully marketing to a global audience as well as a local one. We have been operating as a digital marketing agency for over 12 years. As a result, we know a thing or two about how the UK and the US differ when it comes to marketing. In this blog, the VerriBerri team are going to take a closer look at those differences between the two.
Hard sell vs. soft sell
You might have heard of these terms before, but did you know that different countries use different selling techniques? Historically, the most common one used in marketing in the UK is the soft sell. Adverting and marketing can sometimes be looked down on in the UK; people like to be sold to without knowing that’s what you’re trying to do. Everything to do with marketing in the UK focuses on a softer approach. There is a high emphasis on entertainment and marketing in a non-invasive way. Some consumers in the UK may be put off buying a product if they feel like the company are using a hard sell tactic.
Hard selling, however, is the way in America. There is usually a lot of information and a pressure within the marketing for a customer to buy the product or service. Within US marketing, there is also a lack of humour to attract attention. This is because an American audience won’t appreciate subtlety. Instead they need it to be direct and straight forward. If there is any humour involved in marketing to the US, it is usually focused on the younger population. When it comes British humour within marketing, it is targeted at the wider population.
Using different language
Whilst the UK and the US both have the same language, the way we use it is vastly different. This is down to the audiences you are targeting and the area they are from. Any text or copy, whether that’s on social media or for SEO, must be localised. Localisation involves including cultural references, terms, spellings, and units within your text. For example, Americans say ‘soccer’ instead of ‘football’, or ‘sidewalk’ instead of ‘pavement’.
If you are a UK fashion company choosing a marketing agency in the UK and the US to market your products within the US, you may want to ensure that if you choose a UK agency, that they will localise your text. You will need to ensure they include changes such as ‘jumpers’ to ‘sweaters’. These changes may seem insignificant. However, they will change entirely depending on which country you are marketing to and which country your agency is in. It will also affect your SEO. If you are aiming to target American consumers, using the word jumper within your text will not be effective as no one in the US will think to search that term.
Spelling is also something that can differ. The US and the UK have spelling variations and whilst this may not seem significant, your copy may come across as incorrect. Even more so if your agency is using the wrong one for the wrong audience.
The social media differences
Access to technology and the platforms that are used by the general population are also things that will affect how a marketing agency in the UK and the US will operate differently. Social media is an incredibly lucrative marketing tool when used correctly. Studies have shown that social media marketing is far more common for small and medium sized business in the US than it is in the UK. Many smaller businesses stray away from social media use for fear of doing it wrong.
Here at VerriBerri, we know it can be overwhelming with so many platforms available, however, social media is one of them best forms of marketing. Deciding which platform suits you best is the first step to take – there is no point in posting to a platform that is not going to benefit your business at all. These platforms all do different things. Instagram is beneficial for those whose industries rely on visuals, such as the fashion industry, construction industry, or pet industry. Whereas, if your business is more corporate, you may look at utilising Facebook and LinkedIn more. Some business may choose to use multiple platforms, for example, many of our clients here at VerriBerri use a combination of Instagram, Facebook, and LinkedIn.
Contact us
Here at VerriBerri, we have an incredible team that specialise in multiple areas of marketing. Unlike American agencies, we don’t operate as freelance. This means all our teams are under one roof, allowing for better communication. We love nothing more than getting together our SEO, PR, graphics, and social teams for brainstorms to get the creative juices flowing. We find this produces the best strategies, posts, graphics, and blogs for your business.
If you think you would benefit from any of VerriBerri’s services or you have any further questions about how marketing can benefit your brand, then don’t hesitate to get in touch with our team. Call us today on 01376 386 850 – We would love to hear from you!