In a global context marked by geopolitical instability, variable tariffs and the accelerated digitalization of markets, Spanish SMEs face the challenge of internationalizing with strategy.
The International Promotion Plan (IPP) is the key tool for planning this expansion, defining priority markets, entry channels and specific actions -online and offline- that connect the company’s offer with the real demand in each country.
According to ICEX Spain Export and Investment, 75% of SMEs that structure their internationalization with a formal plan manage to maintain stable operations in foreign markets for more than three consecutive years(ICEX, 2024).
1. Market selection: analysis and technical criteria
The first step in any IPP is to determine the target markets based on objective criteria:
- Market size and potential demand (see World Bank Data).
- Trade and tariff accessibility, according to the World Trade Organization (WTO) database(WTO Tariff Data).
- Cultural affinity and language, determinant for commercial communication and negotiation.
- Competition and channel saturation, using tools such as ITC’s Market Access Map or sector reports from CBI Netherlands(CBI Market Information).
- Cost of digital marketing, which varies by country: the average CPC of Google Ads ranges from 0.35 € in Spain to more than 1.20 € in Germany(WordStream 2025 Benchmarks).
2. Analysis of entry barriers
The main barriers to entry faced by advanced industrial and service companies in their internationalization process include cultural factors, local competition, technical and logistical requirements.
- Cultural factors and language: differences in communication and negotiation style require adapting to the local language and cultural codes.
- Consolidated competition: presence of local and multinational players with strong positioning.
- Distribution and logistics: difficulty in finding reliable partners and costs related to transportation, customs and after-sales service.
- Approvals and technical regulations: standards may vary and may require additional certifications.
- Economic risks: exchange rate fluctuations and tax burden.
Practical example: a Spanish company exporting machinery to Germany must comply with the Machinery Directive 2006/42/EC and the CE marking, non-compliance with which may block the import(EUR-Lex, Directive 2006/42/EC).
3. Definition of promotion objectives
The objectives of the plan should be divided into online and offline actions, measurable and linked to business results:
Online objectives
- Increase brand visibility through multilingual website and international SEO.
- Increase qualified traffic to the website through paid campaigns (Google Ads, LinkedIn Ads).
- Generate business contacts (forms, downloads, chats or virtual meetings).
- Reinforce brand positioning and technical authority.
Offline objectives
- Establish relationships with distributors and buyers at key trade fairs(updated list of international trade fairs by ICEX).
- Conduct B2B meetings to detect opportunities for collaboration.
- Physically display products to reinforce confidence and professional notoriety.
4. Inbound channels: synergy between digital and face-to-face
A balanced strategy combines both worlds.
Online channels
- Multilingual website with technical SEO and localized content.
- SEM and display campaigns segmented by sector and country.
- Professional social media: LinkedIn and YouTube are priorities in B2B(LinkedIn Ads Guide 2025).
- Automated email marketing (HubSpot, Brevo) with nurturing according to buyer journey stage.
- Collaborations with sectorial digital media to generate authority backlinks.
- Webinars or explanatory videos to reinforce the technical and commercial part.
Offline channels
- Participation in specialized fairs and congresses.
- Alliances with local distributors or representatives.
- Advertising in trade magazines and face-to-face actions with prescribers.
5. Legal, fiscal and logistical aspects
Before starting the promotion, the company must:
- Register the trademark in the country of destination (via EUIPO or the corresponding national office).
- Assess indirect taxation (VAT, withholdings, permanent establishment) with local advice(Spanish Tax Agency – Internationalization Guide).
- Analyze logistics and after-sales: Incoterms conditions, delivery times, returns and spare parts(ICC Incoterms 2020).
Conclusion
An International Promotion Plan is not only a requirement to apply for ACCIÓ or ICEX subsidies; it is an essential roadmap to minimize risks and maximize results.
SMEs that plan with a digital vision – integrating international SEO, localized content and constant measurement (KPIs, leads, ROI) – are able to accelerate their entry into new markets and build sustainable business relationships.
Do you want to develop yours?
At EMD – Digital Marketing Strategy we help industrial and service SMEs to define, execute and measure real international promotion plans, combining strategy, digital marketing and export consulting.
👉 More information at: https://estrategiamarketing.digital