Selling Internationally Using Digital Marketing

QUANTIFIABLE RESULTS

FOCUSED TARGETTING & ADVERTISING

PROFESSIONAL TEAM

SEO & PPC

SOCIAL MEDIA

• Approx 70% to 80% of search traffic

• Keywords, Site Navigation, URL, Use of Videos & Meta Data All Determine Quality

Score

• Medium/Long Term Strategy that delivers more customers

long term

Search Engine Optimisation• Long Term Process, but provides

long term benefits

• Analytics illustrate why your site is ineffective & how to improve

(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)

• Medium/Long Term Strategy that delivers more customers

long term

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

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?

Google Adwords – Relevance over Budget

Wordstream 2011

• Landing Page Relevance Improves Quality Score• Include Primary Keyword• Call to Action• Negative Keywords• Create multiple ads (3) and rotate them

What Makes Good PPC Ads?

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

Social Media

Social Media

• Widespread exposure to Consumers• Brand awareness campaigns that are effective in terms

of the increase in consumer curiosity – Bandwagon Effect

• Increasing site traffic towards your page – this will equate to increased participation from visitors as well.

• Maintaining a good reputation/Brand Image with consumers

• Direct Contact with Consumers/ Personal

Localised Digital Marketing

• Submit a listing to Google Places for Business

• Ensure listing is fully completed and description is keyword optimised

• Provide analysis on site performance

& see where your site is being viewed & source of traffic

Digital Marketing for International Sites

A/BTESTINGWITH DIFFERENT ADS & DIFFERENT LANGUAGES

TO DETERMINE WHAT WORKS BEST

TAKE INTO CONSIDERATION LOCAL LAWS & PREFERENCES

- XING IS AS POPULAR AS LinkedIn IN GERMANY,

- CHINA USE BAIDU OVER GOOGLE

KEYWORD RESEARCH & ANALYTICS

CAN SHOW ONLINE BEHAVIOUR

BY SPECIFIC LOCATION OR COUNTRY

Digital Marketing Model – What you Should be Doing

www.YourWebsite.com

International Customers

Drive Traffic

Conversion

Sales

Dynamic Landing Pages

Dynamic Landing Pages

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 BY 2014

HIGHLY FOCUSED TARGETTING:

AGE

LOCATIONINTERESTS

33%CONSUMERS VIEW

MORE PAGES ON ADVERITISERS 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

http://www.magenta7.co.uk/bl_news/10-interesting-digital-marketing-stats-weve-seen-this-week