Digital Marketing Model –

What you Should be Doing

International

Customers

Drive Traffic

Conversion

Sales

QUANTIFIABLE RESULTS

FOCUSED TARGETTING &

ADVERTISING

PROFESSIONAL TEAM

SEO & PPC

SOCIAL MEDIA

1.SEO

2.Adwords/PPC

3.Social Media

4.Mobile Marketing

5.Affiliate Marketing

Overall Strategy for international Digital

Marketing

• 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

1. 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

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 localization strategy in their global SEO practices.

• The differences between countries are far greater than only the language

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

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 conversion

Martijn Bertisen,

Industry Head,

Google UK's Retail

Vertical

Keyword Selection

• Keyword selection is the secret to success. It

may sound easy to localize by simply translating

what has worked in one language.

• However, translation is not localization. That

approach eliminates the apparent and subtle

differences between international markets.

• Nuances among global, regional, and even local

languages may differ.

Keyword Mapping

• Keywords must be mapped effectively to digital assets to gain traction in local markets.

• Mapping keywords to digital assets may increase SE visibility, but true value is in how digital media is used to sell a solution

• Checking out trending local search volume can help to map assets effectively. If you’re mapping to an existing page, use on-page content as a guide for keyword selection.

• What terms best represent local viewpoints about the content? Deploy keywords to mimic those viewpoints on your assets.

URL Structure• URL structure is important. Country-specific top-level

domains (TLDs) provide adequate carve out by region, but it’s also a

• Good idea to distinguish language-centric content at the domain level.

• For example, German market assets can be optimized as a subdirectory (www.example.com/de/) or as a subdomain (www.fr.example.com).

• Localising your URL structure allows your markets to get an idea of the content on the site.

• Content is still king and the lifeblood of any Digital Marketing campaign.

• Digital content should be localized to provide seamless transition from search to landing page to site architecture.

• Paid or organic, search engine results page (SERP) localization — including keywords, ad copy, title, and meta description —should be consistent with other digital assets.

• Site searches should be localized as well. In addition, don’t forget to update each localized sitemap appropriately.

Canonical Tags

• In SEO, a canonical page is the preferred

version of a set of pages with nearly identical

content. It’s important to your localization

efforts.

• The intent, from Google’s standpoint, is to select

the page that best answers the user’s query.

• You want to ensure that your local markets are

exposed to the primary version of their

localized pages.

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?

Internationalisation Of PPC

Campaigns

• Internationalisation of search and display campaigns.

• Clients witnessed a 20% increase in conversion when landing pages and ads were translated into the local language

• Clients witnessed 70% when their websites were fully localised – with all content translated in the local language and products offered in the local currency.

ADVERTISING

ADVERTISE ON SOCIAL MEDIA

WITH HIGHLY FOCUSED TARGETTING

TO ATTRACT RELEVANT CONSUMERS

CONTENT DEVELOPMENT

DEVELOP CREATIVE & UNIQUE CONTENT

TO SHARE ON YOUR

SOCIAL MEDIA SITES

SOCIAL MEDIA SITE DEVELOPMENT

INTEGRATED & BRANDED

SOCIAL MEDIA SITES

TO ENGAGE NEW & EXISTING

CUSTOMERS

€

CREATE COMPETITONS & APPS

TO INCREASE FOLLOWERS

& ENCOURAGE ENGAGEMENT

FACEBOOK COMPETITIONS

3. 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

Social Media – Micks Garage

Blog – Youtube – Twitter – Facebook – Google +

Social Media – Micks Garage

• Choice brand & Value

• 360 imagery

• Blog – How to Guides

• Product company Reviews

• Multi Channel Play

• Is your website optimized for mobile phones?

•Consumers know in a heartbeat when a site isn’t,

which leads to difficulty in uploading, navigating and

finalizing 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

the world.

•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

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/B TESTINGWITH 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

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 SALES

DIRECTLY THROUGH SOCIAL

MEDIA

ARE FORECAST TO

GROW TO

290M BY 2014

HIGHLY FOCUSED

TARGETTING:

AGE

LOCATION

INTERESTS

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