An import business sells foreign goods to buyers in its home market, so its marketing has to answer two questions: is there demand for the product here, and why should a buyer choose you over existing sellers? Five methods cover most of what a small importer needs: market research, a good website and social media presence, influencer marketing, email marketing, and trade shows.
Conduct market research
Start by studying the market you plan to sell into. Look for unmet demand or gaps in what is currently offered, study your competitors’ strengths and weaknesses, and decide what will make your offer different. Trade statistics can show which goods your country already imports in volume; the analysis of India’s top import and export commodities by HS code is an example of what that data shows.
This short video from the Two Cents channel explains how market research works:
Build an online presence
Customers need to be able to find you online. Build a website that works well on mobile devices, is easy to use and is set up for search engines and for sharing on social media. Create profiles on the platforms your customers use, such as Facebook, Instagram and X (formerly Twitter). For choosing an e-commerce platform and building traffic, see using e-commerce in an online export-import business.
Use influencer marketing
Influencers with a large and trusted following in your niche can introduce your products to new customers. A common arrangement is to send a free product in exchange for an honest review or a social media post. Make sure any such post is clearly labeled as sponsored: advertising rules in many countries require it, including the Advertising Standards Council of India’s guidelines for influencer advertising on digital media.
Use email marketing
Email is a low-cost way to stay in touch with customers and keep them buying. Build a subscriber list and send regular newsletters with useful information and offers. Design messages to read well on mobile devices, and end each one with a short, clear call to action.
Attend trade shows and conferences
Trade shows and conferences are where importers meet suppliers, buyers and others in their industry, and they are a good place to learn about new trends and products in trade. Use them to strengthen relationships with existing suppliers as well as to find new customers.
Marketing brings in buyers, but an import business also has to get its customs work right; these common trade compliance mistakes are worth checking before your first shipment.