Entering the Japanese market is not easy for small and medium-sized companies(SMEs) from overseas. While spending money does not guarantee success, the challenge can be more formidable for SMEs that are operating on a limited budget. In this article I would like to guide you through effective advertising strategies tailored for such SMEs. Understanding the Japanese MarketCustomers Expect Detailed InformationIn Japan, consumers take a longer time to make purchasing decisions compared to other countries. This means that providing various types of information is crucial for encouraging purchases.Expect to incorporate details such as usage guidelines, expected outcomes, customer reviews, FAQs, timelines for seeing results, contact information for inquiries, comparisons with competitors, and both strengths and weaknesses of the product.An Example of Landing PageCustomers Expect Security and QualityTrust and relationship-building are crucial in the Japanese market. Providing detailed information is not enough; safety and security policies must also be clearly communicated. This holds true for both B2C and B2B sectors. Word-of-mouth and testimonials are effective ways to convey this trustworthiness. Rather than just a five-grade evaluation, seek comments from customers about what specifically impressed them.Related Article: 5 Key Points in Japanese MarketingTraditional vs. Digital Advertisinghttps://www.dentsu.co.jp/news/release/2022/0224-010496.htmlAccording to 'Advertising Expenditures in Japan 2021' by Dentsu, the advertising market saw a significant rebound in 2021 after a temporary decline due to the COVID-19 pandemic. Notably, the growth in internet advertising spending was especially pronounced, exceeding the combined total spending of the four traditional mass media channels for the first time.The term 'four traditional mass media channels' refers to the combined spending on 'newspapers,' 'magazines,' 'radio,' and 'television media.Trust and Traditional AdvertisingTraditional advertising mediums like newspapers and television can indeed provide detailed information.However, they have limitations. The primary limitations include high cost and a lack of precise targeting.Traditional advertising often demands significant financial commitments, making it less accessible for SMEs. Moreover, you're mostly shooting in the dark when it comes to knowing whether your message is reaching the intended audience.Why Digital Advertising is EssentialDigital advertising platforms enable companies to offer flexible pricing and targeting options, digital channels allow businesses to build and share in-depth content, from usage guidelines to customer testimonials, effectively meeting consumer expectations for information and trust.Our SME StrategyStarting Small: A Budget of 200,000 JPYSMEs need not be intimidated by the costs associated with advertising. With web advertising, you can start small to test the waters and measure ROI in real-time, adjusting your budget and strategy accordingly.The starting budget could vary depending on your products or services. It also should be related to competitiveness of your target keywords, your primarily targets advertising periods, and how much you can spend–of course.But statistically clients who offer B2B products tend to start around 200,000 JPY per month as a rough guide.For a trial period, we tell clients that we would like to operate for at least 3 months first, and 6 months if we are taking data.Integration with Other Digital Marketing StrategiesWeb advertising shouldn't operate alone; it can be significantly more effective when combined with other online marketing strategies like contents marketing or social media marketing.Together, these different avenues can create a holistic strategy that taps into various facets of consumer behavior.Iterative ImprovementsUse data to tune your advertisement efforts. Our guideline for improvement is to review and improve the content based on one month's data.There is a breakthrough in the "after" experience of clicking on an ad.The role of advertising is to bring in many potential customers, but the activities that lead to actual sales depend on the customer experience after reaching them. Iterative Improvements are not only about improving advertising, but also about improving service and subsequent account development.ConclusionEntering the Japanese market can be challenging for non-Japanese SMEs, especially with limited budgets.However, digital advertising offers a more cost-effective and targeted approach than traditional methods.Starting with a modest budget, SMEs can effectively measure ROI and adapt strategies in real-time. The key is not just attracting clicks, but enhancing the entire customer experience to convert leads into sales.By adopting an integrated and data-driven approach, SMEs have a viable pathway to succeed in this competitive market.