The UAE has solidified its position as a key destination for brands aiming to penetrate the Middle Eastern market. Its political stability, robust economic growth, and strategic location have transformed it into a global hub, attracting SMEs worldwide. However, entering this dynamic market requires more than operational readiness; the right communication strategy is paramount.
Below are some considerations for SMEs planning a successful market entry into the UAE.
Focus on a Strong Online Presence
In the UAE, an impressive 99% of the population uses the Internet, and over 90% actively search online for services and products, spending on average 10,5 hours daily. This high Internet penetration makes digital visibility critical for any brand hoping to succeed. A consistent online presence isn’t optional, it’s essential.
For SMEs, this means consistently developing content such as blog posts and social media updates for their own channels, as well as press releases, opinion pieces, and expert insights tailored for local portals and media outlets. Such exposure provides quality publicity for a brand and helps it get discovered online through various search patterns.
You may ask, is it really necessary to focus so much on content development and public visibility while you’re busy establishing your business? Isn’t it more important to prioritise sales?
For this market, 500%! Remember: if you’re not online, you don’t exist. It takes just three seconds after meeting someone for them to Google you or your business. If trust isn’t there, no one will buy from you easily.
We’ve spoken to many brands with strong sales teams in the UAE, but their biggest challenge often lies in closing deals. Why? Potential clients Google their brand and end up choosing more established competitors with a stronger and more visible online presence.
Check List:
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Keep your website updated.
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Post on social media 2-3 times a week.
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Provide expert materials to the key media in your sector.
You’ll notice a significant difference as people start finding information that reflects the credibility, expertise, and relevance you want to project.
The Importance of Leadership Visibility
In the UAE, business transactions are deeply rooted in personal relationships and trust. This makes it imperative for founders and senior leaders to be visible and actively engaged in the business community. More than 70% of deals here are locked via personal connections.
If you are new to this market, it’s especially important for you or your leadership to actively participate in events, exhibitions, and networking opportunities. Founders and senior executives should engage in industry gatherings, contribute expert articles to the local media, and maintain a strong presence on social platforms like LinkedIn. These activities not only build personal credibility but also enhance the company’s reputation, fostering trust and valuable business relationships in this market.
Localise for Maximum Impact
Many brands come to the UAE wondering if they can use their developments from other markets. When it comes to communication and business impact, using data, statistics, and insights relevant to the local market is crucial. A common mistake is relying on data and strategies designed for European or US markets without adapting them to the Middle Eastern context.
To resonate with UAE audiences, brands should gather locally relevant data that demonstrates how their strategies can succeed in this specific market. For communications materials, including UAE-specific initiatives, facts, or numbers can significantly enhance media coverage for your brand.
Work on developing local case studies (customer success stories). Examples from other brands will also help businesses onboard faster with you. If you’re targeting other countries in the Middle East, apply the same approach—highlight country-specific data or facts. Regional statistics alone won’t have the same impact.
The Role of Language in Brand Communication
While English is widely spoken in the UAE, relying solely on it in communications is a missed opportunity. Arabic is the official language of the country, and incorporating it into campaigns demonstrates your respect for local culture and ensures broader outreach.
For example, press releases, social media posts, or interviews in both English and Arabic allow brands to connect with a diverse audience, from expats to GCC nationals, and establish meaningful relationships with the right stakeholders.
Strategic Participation in Industry Events
The UAE hosts numerous industry events that serve as platforms for networking and brand exposure. Participating in these events is crucial, especially during the market entry phase. They provide opportunities to showcase expertise, connect with potential clients, and develop meaningful connections. Statistics support this, as Marketing Expertus reports that 40% of prospects convert into new customers through in-person meetings.
Many brands focus solely on operations during their initial entry and neglect the importance of public visibility. However, without brand awareness and trust, achieving sales will be quite a challenge. By saying “yes” to speaking engagements, networking opportunities, and exhibitions, SMEs can fast-track their integration into the UAE’s business ecosystem.
Seasonality Matters in This Market
Understanding and aligning with the UAE’s cultural and business calendar is vital for effective communication campaigns. The UAE has a rich cultural calendar, with events and holidays like Ramadan, Eid, National Day, Christmas, and New Year celebrations creating unique engagement opportunities. For B2C businesses, these festive periods are excellent for launching campaigns, promotions, and activations that resonate with consumers.
Meanwhile, B2B businesses should align their campaigns with peak business months, leveraging media roundtables, panel discussions, podcasts and interview formats among other tactics that will help them establish their name on the market.
These points can serve as a solid starting foundation, building upon which can help brands quickly establish visibility and create the trust needed for sales to gain momentum.
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