Thinking global? Here’s what most startups get wrong.

#23 — The day my .bs French client wanted to expand to the US, and how I prevented them making the #1 mistake in international digital marketing.

Author

Ahlem Mahroua
July 10, 2025 • Estimated Reading Time: 3 minutes

Hey there,

Expanding internationally sounds exciting, until your high-performing funnel falls flat in a new market.

And it happens all the time.

When I was recently asked by Business.com to share my take on global marketing strategy, I gave the same advice I give every founder I work with:

“Start small, one country, then scale. See what works, what doesn’t, tweak along the way. Of course, track and document everything you do.”

Ahlem Mahroua

Simple? Yes.

Obvious? Not really.

Ignored by most? Absolutely.

Here’s why it matters:

Most startups treat international expansion like copy-paste. But new markets come with different expectations, behaviours, and trust signals.

What worked in the U.S. might flop in the UAE or Germany.

Anecdote time. One of my French client wanted to expand in the US and Canada, with a domain name ending in .bs (for business school). Guess what I told them? 😬

Here's how I help my clients go global the smart way:

1. Pick one test market.
Choose a high-potential region where you can run lean experiments without stretching your team too thin.

2. Don’t just translate, LOCALISE
From landing pages to CTAs to pricing logic, everything should reflect the local context.

People buy when they feel understood.

3. Test, measure, and repeat.
Every step should be tracked. When you find what clicks, then you scale—with precision, not guesswork.

So, if you’re planning your new market, start with structure, not guesswork.

Two ways to grow with me:

Want help planning or refining your international strategy?

I’ve helped startups and scale-ups launch in the GCC, Europe, North America, and beyond, with lean teams and sharp results.

Want to DIY it, but smarter?

I recently launched a collection of digital products on Etsy, easy-to-use strategy templates, lead-gen guides, and marketing resources for ambitious founders.

They’re practical, affordable, and designed to save you weeks of work.

Same growth insights. More accessible than ever. New products added weekly.

Let’s grow smarter,
Ahlem
Your Growth Marketing Partner

Signature Ahlem - Growth advisor for startups

P.S. I'm opening a limited number of Strategic Growth Advisory sessions (2 per month)—perfect for ambitious founders and professionals seeking clarity, strategic direction, and sustainable growth. If you'd like to discuss how we can work together to redefine your path forward, simply reply to this email.

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