Expanding into Europe is an exciting growth lever for ambitious US companies. With over 740 million consumers across 27 EU countries and the United Kingdom, the continent offers unparalleled opportunities thanks to its advanced infrastructure, interconnected markets, and dynamic innovation hubs. Yet, entering Europe is not a one-size-fits-all endeavor.
Success requires more than simply replicating what worked in the US. Europe is a mosaic of cultures, languages, and business norms. Winning here means navigating these differences with precision, building local relationships, and demonstrating value over time.
What triggers the decision to expand into Europe?
In our experience, companies often look to Europe when they reach an inflection point in their home market—whether it’s approaching market saturation, achieving product-market fit, or securing a significant funding round. For some, Europe represents a logical next step in scaling globally, especially when targeting industries like fintech, healthtech, or SaaS, where European adoption is strong.
However, the decision is not uniform across all European regions. Each market has distinct cultural, regulatory, and business landscapes. Prioritize your markets based on business potential, but also consider the ease of doing business and alignment with your brand. Leverage publicly available data from the European Commission or national economic ministries to gain foundational insights.
Some companies prioritize the UK due to its business-friendly environment and familiarity with English, while others view Germany as a gateway to industrial sectors. Southern Europe, including Spain and Italy, can appeal to consumer-focused brands due to their vibrant retail and lifestyle markets.
Success in Europe is built on relationships
While your product and messaging are crucial, your network can be the ultimate differentiator. Relationships—with clients, partners, media, and advisors—unlock doors and overcome market barriers.
In Europe, business relationships often intertwine with academic and professional networks, such as alumni from top universities. Investing in these connections early often proves more valuable than any single marketing campaign.
Build credibility through trusted voices
Trust is the cornerstone of European business culture. Companies are often judged by the endorsements they receive. A flashy campaign can capture attention, but sustainable growth stems from third-party validation.
Prioritize testimonials from local clients, partnerships with established players, and references from within industry circles. Awards and certifications tailored to each market further bolster credibility. The goal is to demonstrate value through voices that your audience respects.
Engage local opinion leaders and media
Relationships drive influence in Europe. Journalists, analysts, and business leaders shape public perception. Gaining their support requires more than a press release—it demands long-term engagement and providing content with genuine local relevance.
Avoid translation-driven communications. Instead, adapt your messaging to reflect each country’s concerns and interests. Collaborate with local PR experts who understand the editorial landscape and can facilitate introductions to key opinion leaders. Participating in high-profile industry events and roundtables can also position your company as a serious player.
Craft an omnichannel approach with local precision
Communication channels vary significantly across Europe. LinkedIn is indispensable in the UK and France for business outreach, while local platforms may hold sway elsewhere. In Germany, earned media retains high authority; in Spain, social engagement often drives visibility.
Strike a balance between global consistency and local adaptation. Ensure your content resonates in each market while aligning with your overarching brand narrative. This requires close collaboration between your central team and in-market experts.
Start Small: Test, Learn, and Scale
A phased approach often yields the best results. Rather than launching across multiple markets simultaneously, begin with a pilot phase in one or two priority markets. This allows you to test your messaging, assess market reception, and refine your approach based on real-world feedback.
Soft launches, joint initiatives with local partners, and focused PR campaigns can generate early wins while mitigating risk. This agile approach aligns with the European preference for measured, relationship-driven growth.
Market dynamics evolve, and what works in one region may not translate elsewhere. Regularly track performance metrics, including brand perception, media coverage, and stakeholder feedback. Use these insights to recalibrate your strategy.At Ballou, we’ve been helping international companies – including a lot of US companies – to roll out their communications and PR strategy across Europe for over 20 years. We have observed a recurring pitfall: some companies jump the gun by launching PR campaigns without preparation; without adapting their messages, their announcements, or even establishing a local presence.