It is a good idea to turn to a local influencer to build local credibility. Local support will help you build glocal credibility faster & stronger. First things first, you won’t sell until you build credibility.
Keep it formal. If in doubt, always chose a formal tone of voice in communicating with the Azerbaijani market. You don’t need to keep it simple, but you do need to keep it formal(ish). If you chose to be friendly, be prepared that your credibility may be questioned.