When you’re starting your company and as you grow through the small- and medium-business tiers, one of your core principles may be serving your community.

However, scaling to find new heights might pose a threat to that goal.

If you seek to expand beyond a region or a specific demographic, your reach will extend to communities different from yours. 

Different customs. Different people. Different needs.

But as a leader and businessperson, growth is important and possibly one of your main goals.

In his interview with Ben Kaplan for TOP CMO, M&T Bank’s CMO, Francesco Lagutaine, shares his approach to expansion through multicultural marketing.

As M&T rose through the ranks to become the US’ 11th largest bank, it became necessary to find new ways of staying in touch with the new audiences it came in contact with.

So how do you scale while still being a community-based company? 

Here are three tips to help you sail through the uncertainty!

1. Hire locals

No one knows a community like its members.

Landing in new markets will pose a set of challenges related to being foreign to them. So your best allies will be people who know the ins and outs of their communities.

Establish a diverse team reflective of the audiences you serve. Actively seek individuals who not only reside in these locales but deeply understand the cultural intricacies.

Joining in on rituals is an effective way of inserting yourself into the conversation, but the key is in the role you play.

Instead of just being a sponsor, join them as an active member. Empower your local employees to become integral parts of the community and forge connections beyond transactional interactions.

The nuances of each culture can be hard to grasp by outsiders.

Having these allies who not only put in the work but can also help train others in cultural fluency can ensure employees understand and respect distinct customs and values.

Localizing not just your operations but also your personnel (up to the most important positions) is crucial to start on the right foot.

2. Listen and engage

Beyond the knowledge locals can provide, it is essential to stay on the lookout for the hidden things that make a community tick.

There are more and less obvious things. Seasonal patterns, fanaticisms, routines.

Develop a robust engagement strategy that seeks input from community members through surveys, focus groups, and direct conversations to understand their unique perspectives.

These, paired with real-time feedback mechanisms can help you respond swiftly to community sentiments.

Utilize social media platforms, community forums, and local events to gauge reactions and adjust accordingly.

Aside from being open, having real data is key for efficient decision-making.

Once your understanding is refined, you can craft marketing campaigns that resonate with the community's experiences. These create a shared narrative that fosters a sense of belonging.

As you immerse yourself deeper, your team will be trained to embody the art of constant active listening.

The intricacies of each culture will become second nature and you will be able to respond to the community’s needs before it even knows it needs something.

3. Reinforce your values

One of the challenges that comes with scaling is decentralizing.

When new regional branches are born, so is the need to delegate.

However, it can be daunting to give others the power. What if they don’t make decisions that align exactly with what we have in mind?

This issue is why it’s essential to have a strong set of values that make up your brand. These should guide all actions.

So, articulate and communicate the core principles that define your brand identity. Ensure that every employee, from top executives to branch staff, internalizes these values as north stars.

That way, you can foster a culture of trust and autonomy by empowering local branches to make decisions aligned with the overarching values. 

Then, without losing full control, you can leverage the previously mentioned power of local employees and strengthen your presence in more and more communities.

Localized globalization

Expansion will always bring complications. It is always easier to run smaller operations.

But the possibilities it opens, both in profit and in realization, are worth the shot, especially when you have a team to back you up.

In a time when markets have become oversaturated, quality customer experiences and added value have become precious to stand out.

Losing your community-based flare would be the worst mistake.

So remember to uplift local voices that can provide you with deep insights into each region, group, and subgroup of interest.

Keep your eyes peeled and your ears alert for the tiniest hints and details that can bring you closer to your audience.

And educate your teams and communicate with them continuously to make sure the backbone of your brand is present in every decision they make.

See multicultural approaches as opportunities to learn, diversify, and test your adaptability.

Perhaps, like M&T Bank, it will take you to the top 11 spot in your industry. Or maybe you’ll crack the top 10, all the way to #1.

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