Post on 29-Jun-2015
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Selling Internationally Using Digital Marketing
Digital Marketing Model – What you Should be Doing
www.YourWebsite.com
International Customers
Drive Traffic
Conversion
Sales
11 C’s– Opportunities & Challenges in International E-Commerce
•Country•Consumers •Communication
•Culture•Customer Service
•Competitors
•Currency•Conversion•Channels•Content•Costs
QUANTIFIABLE RESULTS
FOCUSED TARGETTING & ADVERTISING
PROFESSIONAL TEAM
SEO & PPC
SOCIAL MEDIA
1.SEO2.Adwords/PPC3.Social Media
4.Mobile Marketing5.Affiliate Marketing
Overall Strategy for International Digital
Marketing
• Approx 70% to 80% of search traffic
• Keywords, Site Navigation, URL, Use of Videos & Meta
Data
• Medium/Long Term Strategy that delivers more customers
long term
1. Search Engine Optimisation• Long Term Process, but provides
long term benefits
• Analytics illustrate why your site is Effective / Ineffective & how to
improve Conversions (A/B Testing)
• Keyword Allocation - Allocate the keywords to the most suitable
pages of your site
• Domain Age – Favours Older Domains
• Attention Grabbing Text with Large Bullet Pts & Text
Location (Top left Preferably)
What Makes Good SEO?
• Customised URL that includes Keywords
• Meta Data, Title tags, Heading Tags & Alt Tags for Images
• External Backlinks & Video (Search Engine love video)
• 301 Redirects & eliminate Duplicate Content
International Digital Marketing
• Global SEO involves targeting customers internationally via the many global search engines.
• Create Copy in Multiple Languages• Consideration of Regional Dialects &
Colloquialisms• Where a lot of companies fall short is not
developing a strong localisation strategy in their global SEO practices.
• The differences between countries are far greater than only the language, Baidu in China for eg
SEO Localisation
• Localisation isn’t simply translation. • Your offers have to compel both search
engines and human beings. • Search managers must develop cohesive
strategies that:1. Localise Sites and 2. Localise SEO campaigns .. In order to meet market expectations and
local search algorithms more effectively.
Translation Is Important!
A Leading Automobile Company Original: “Every car has a high quality body” Translation: “Every car has a high quality corpse” in
Belgium
A Fizzy Beverage Brand Original: “Turn it loose“ Translation: “Suffer from diarrhea” in Spanish
A Fast Food Brand Original: “Finger-licking’ good“ Translation: “We’ll eat your fingers off” in China
Translation
• Top Apparel Retailers in the UK receive just shy of 70% of their traffic from Abroad
• Overseas UK online sales contribute approx 13% of total online sales
• Highly recommends translation of website content into local language to increase conversions
Martijn Bertisen, Industry Head, Google UK's Retail Vertical
Keyword Selection
• Keyword selection is the secret to success. It may sound easy to localise by simply translating what has worked in one language.
• However, translation is not localisation. That approach eliminates the apparent and subtle differences between international markets.
• Nuances among global, regional, and even local languages may differ.
• Content is still king and the lifeblood of any International Digital Marketing Google SEO campaign.
• Digital content should be localised to provide seam less transition from search to landing page to site architecture.
• Paid or organic, search engine results page (SERP) localisation — including keywords, ad copy, title, and meta description — should be consistent with other digital assets.
• Site searches should be localised as well. In addition, don’t forget to update each localised sitemap appropriately.
Bid for your position against the competition Higher your bid, higher your position. (1st not
always best) Greater competition = greater cost No charge if user sees your ad Only pay if user visits your website Clicks charged direct to credit card Simple way to test if your website can work for
you Requires lots of testing to maximise ROI
• Where does your Ad appear in relation to others?
• What Factors Affect Ad Rank?
• How do I improve my Ad Rank?
What Makes Good PPC Ads?Ad Rank
What Makes Good PPC Ads?
• Landing Page Relevance Improves Quality Score• Include Primary Keyword• Obvious Call to Action• Negative Keywords• Create multiple ads (eg 3) and rotate them
What Makes Good PPC Ads?
Internationalisation Of PPC Campaigns
• Internationalisation of search and display campaigns.
• Websites achieved an approx 20% increase in conversion when landing pages and ads were translated into the local language
• Websites achieved an approx 70% increase when their websites were fully localised – with all content translated in the local language and products offered in the local currency.
ADVERTISINGADVERTISE ON SOCIAL MEDIA
WITH HIGHLY FOCUSED TARGETTINGTO ATTRACT RELEVANT CONSUMERS
CONTENT DEVELOPMENTDEVELOP CREATIVE & UNIQUE
CONTENTTO SHARE ON YOURSOCIAL MEDIA SITES
SOCIAL MEDIA SITE DEVELOPMENTINTEGRATED & BRANDED
SOCIAL MEDIA SITESTO ENGAGE NEW & EXISTING
CUSTOMERS
CREATE COMPETITONS & APPS
TO INCREASE FOLLOWERS& ENCOURAGE ENGAGEMENT
FACEBOOK COMPETITIONS
3. Social Media
£$€
Social Media – Micks Garage
Blog – Youtube – Twitter – Facebook – Google +
International Social Media
• Is your website optimised for mobile phones? • Consumers know in a heartbeat when a site isn’t, which leads to difficulty in uploading, navigating and finalising transactions.
• Get the global competitive edge: make your site mobile - and user-friendly.
4. Mobile Marketing
• Test it to make sure it renders correctly on different mobile devices because you want to effortlessly sell to your international customers.
• Whatever success you have achieved through online sales, use it as a mirror or basis for developing mobile sales.
• Look for ways to encourage shopping and transacting business on mobile devices. It’s the way to a prosperous future in our connected world.
4. Mobile Marketing
• Benefits of Affiliate Marketing with Micks Garages• Free to Join• Largest Online Parts & Accessories Range in Europe• Award winning website with over 1 Million Car Parts & Accessories• Free Delivery on Orders over €30Worldwide Delivery• Average Order Value: €5070% of customers purchase within 24
Hours• Banners, Links & Voucher Codes all available• Dedicated affiliate support team• Dedicated design team (custom ad creation available on request)• Exclusive Voucher Codes
5. Affiliate Marketing – Micks Garage
Digital Marketing in 2014
67%INCREASE IN LEADS
FOR BUSINESS’ THAT BLOG/SOCIAL
MEDIA
GOOGLE HIGHLIGHTS ALLOWS E-COMMERCE
SITES TO TAG PRODUCTS &
PRICES TO IMPROVE SEO
UK RETAILS SALESDIRECTLY THROUGH SOCIAL
MEDIA
ARE FORECAST TO GROW TO290M IN 2014
HIGHLY FOCUSED TARGETTING:
AGE
LOCATIONINTERESTS
33%CONSUMERS VIEW
MORE PAGES ON ADVERTISERS SITETHAT IS MOBILE
OPTIMISED
40%OF SOCIAL MEDIA USERS
ARE DECIDING WHAT TO BUY BASED ON REVIEWS, RECOMMENDATION ON SOCIAL
MEDIA
ALMOST HALF OF 16-24 YEAR OLDS
USE MESSAGING/EMAIL/ SOCIAL MEDIA WHILE WATCHING TV
24 %
Digital Marketing in 2014
OF PEOPLEUSE A 2ND SCREEN
WHEN WATCHING TV
Thank you,Stephen
Quinn