Getting Tactical with LATAM Digital Marketing

#searchfest @zephsnapp


HOW MOST PEOPLE FEEL ABOUT INTERNATIONAL


HOW I FEEL ABOUT INTERNATIONAL

CHOOSE A LANGUAGE


YOU’RE ALREADY IN THE US MARKET


12.89% 5 YEARS AND OVER SPEAK SPANISH AT HOME


6.15% OF WORLD SPEAKS SPANISH 2ND MOST SPOKEN IN THE WORLD

@zephsnapp

176.3 MM INTERNET USERS IN LATAM


LATAM INTERNET USERS HAVE GROWN 17% IN THE LAS YEAR


LATAM USERS SPEND 21.7 HRS PER MONTH ONLINE


LATIN AMERICA SERPS http://alturainteractive.com/cctlds-latin-american-search-engine-results-case-study/

US-ES SERPS http://alturainteractive.com/case-study-hispanics-serps-usa/

LET’S GET STARTED!


CHECK USERS BROWSERS IN GA


CHECK COUNTRY IN GA


KEYWORD RESEARCH


START WITH ORIGINAL ENGLISH KEYWORD RESEARCH


ID THE EXISTING ENTITIES ON YOUR SITE


ID KEYWORDS


KEYWORDS IN GWT


TRANSLATE KEYWORDS EXAMPLE

Buy a house = Comprar una casa


ÜBERSUGGEST

CONFIGURE GOOGLE FOR OTHER LANGUAGES

#searchfest

#searchfest

GOOGLE TRENDS


GOOGLE TRENDS BY REGION


GOOGLE TRENDS FOR CITIES

YOU CAN FIND ADDITIONAL KEYWORDS


FIND OFFICIAL SYNONYMS

Comprar (Buy) Casa (House)


FIND SLANG SYNONYMS


VERIFY CORRECT CONTEXTUAL USAGE


LINK KEYWORDS TO ACTION

Comprar Casa

Adquirir Domicilio

Obtener Hogar

Conseguir Vivienda

Mercar Morada

Comerciar Residencia

Piso

Habitación

Cantón

Caleta


• Adquirir domicilio • Adquirir hogar • Adquirir vivienda • Adquirir morada • Adquirir residencia • Adquirir piso • Adquirir habitación • Adquirir Cantón • Adquirir Caleta

• Obtener domicilio • Obtener hogar • Obtener vivienda • Obtener morada • Obtener residencia • Obtener piso • Obtener habitación • Obtener Cantón • Obtener Caleta

CREATE KEYWORD LIST


PUT THEM IN THE ADWORDS TOOL

GET AVERAGE SEARCH VOLUME


SITE STRUCTURE

DOMAIN


ccTLDs PRO: Ideal if you have a physical location and/or unique offerings in each country

CON: Start over from DA perspective


YOU DON’T NEED CCTLD’S TO RANK

SUBDOMAIN

PRO: Great to promote a specific product or service. Also can provide security benefits

CON: Less DA passthrough


SUBFOLDER

PRO: Full DA passthrough

CON: Might have to take additional security precautions if you share information.


HREFLANG IS FOR CONTRIES, RARELY FOR LANGUAGE


HREFLANG

BY LANGUAGE:

<http://es.example.com/>; rel="alternate"; hreflang="en"/>


HREFLANG

BY REGION/COUNTRY:

<link rel="alternate" href=http://example.com/en-ca

hreflang="en-ca" />


http://example.com/en-ca



HREFLANG IN THE HEADER

In the HTML <head> section add:

<link rel="alternate" hreflang="es" href="http://es.example.com/" />


HREFLANG IN THE HTTP HEADER

If you publish non-HTML files (like PDFs):

Link: <http://es.example.com/>; rel="alternate"; hreflang="es"/>


HREFLANG IN THE SITEMAP

Inside the sitemap.xml

<url>

<loc>http://http://alturainteractive.com/</loc>

<xhtml:link rel="alternate" hreflang="es“ href="http://alturainteractive.com/es/" />

</url>

HREFLANG FOR WORDPRESS

XML Sitemap & Google News feeds

https://wordpress.org/plugins/xml-sitemap-feed/


TREAD CAREFULLY, DON'T GET THE COUNTRY CODE WRONG


TRANSLATING YOUR SITE


STYLE GUIDES

HOW ARE YOU GOING TO ADDRESS LATAM USERS?


USTED & TÚ BY AGE


USTED & TÚ BY COUNTRY

HOW ARE YOU GOING TO TRANSLATE?

Machine translation

Machine learning

Crowdsourcing

Freelancers

Marketing Agency


MACHINE TRANSLATION


MACHINE LEARNING TRANSLATIONS

Cheap

PROS


MACHINE LEARNING TRANSLATIONS

#searchfest

Quality De-Indexation

CONS

CROWDSOURCING

Ubuntu did it. Is your Community big enough?

FREELANCERS

Cheap-ish: Flexibility and cost are advantages

PROS

FREELANCERS

It’s a crapshoot. One translator might do a decent job, but might not get the tone of your product copy.

CONS

MARKETING AGENCY

Marketers know how to sell

Translators don’t


LO BARATO SALE CARO

WHAT ARE YOU GOING TO TRANSLATE?

URL’s

Content

APP

Social Media

PPC


URL’S


NOT TRANSLATED

TRANSLATED

CONTENT


ESTABLISH PRIORITIES


RESEARCH YOUR PERSONAS IN OTHER COUNTRIES


MONTHLY VIDEO VIEWERS



MONTHLY YOUTUBE STATS (LATAM)

GO TO YOUR ANALYTICS & SELECT YOUR PAGES

PRODUCT PAGES


CART


BLOG CONTENT


MOST SUCCESSFUL PIECES


EMAIL MARKETING


VIDEO INVENTORY: SUBTITLING FTW!


SOCIAL MEDIA


EL 95% OF INTERNET USERS ARE ON SOCIAL MEDIA


FACEBOOK IS NUMBER 1 …IT AIN’T CLOSE


CONTENT


PPC


TRANSLATE EXISTING CAMPAIGNS


SOCIAL MEDIA IS IMPORTANT IN LATAM

PAID SOCIAL SHOULD BE ON

YOUR LIST!


FACEBOOK

Share big content pieces, blog posts with great images on the timeline


FACEBOOK

Ads on the right… can actually produce results


TWITTER

Videos are most successful for paid posts


DIGITAL PR


PROSPECTING

QUALIFICATION

RE-ADJUST YOUR EXPECTATIONS

LINKS BY LANGUAGE NOT BY COUNTRY

REACH OUT

PERSONALIZE

CONTACT FINDER

CONTACT FORMS

PAID SOCIAL FOR OUTREACH

[email protected] @zephsnapp

CREDITS

1. https://www.flickr.com/photos/mintakastar/5780062832 2. https://www.flickr.com/photos/dalager/456909035 3. https://www.flickr.com/photos/stickkim/6951309581 4. https://www.flickr.com/photos/wwarby/11513424364 5. http://es.wikipedia.org/wiki/Distribuci%C3%B3n_geogr%C3%A1fic

a_del_idioma_espa%C3%B1ol 6. http://www.comscore.com/Insights/Presentations-and-

Whitepapers/2014/2014-LATAM-Digital-Future-in-Focus 7. https://www.flickr.com/photos/orphanjones/2181251349 8. https://www.flickr.com/photos/124481497@N05/15807932302 9. https://www.flickr.com/photos/ashengrove/2158786050 10. https://www.flickr.com/photos/petitshoo/513329272

CREDITS

1. https://www.flickr.com/photos/elcamino73/6928550098 2. https://www.flickr.com/photos/bortescristian/833426359

5/ 3. https://www.flickr.com/photos/theloushe/4293692019 4. https://www.flickr.com/photos/rastafabi/490403800 5. https://www.flickr.com/photos/realeyez/506773807 6. https://www.flickr.com/photos/snugglepup/3544879722 7. https://www.flickr.com/photos/unloveable/2399932549 8. https://www.flickr.com/photos/bohman/11913623593/in

/photostream/ 9. https://www.flickr.com/photos/st3f4n/4252110454 10. https://www.flickr.com/photos/theloushe/4293692019

CREDITS

1. https://www.flickr.com/photos/benstephenson/27298596

2. https://www.flickr.com/photos/ntr23/4857916442

3. https://www.flickr.com/photos/11263807@N04/7681499402

4. https://www.flickr.com/photos/jesidangerously/5133781942

5. https://www.flickr.com/photos/wbeem/5763532510

6. https://www.flickr.com/photos/mujitra/8839551224

7. https://www.flickr.com/photos/rolfek/7986880631/

8. https://www.flickr.com/photos/myklroventine/3584459960

Getting Tactical with LATAM Digital Marketing

Marketing

Transcript of Getting Tactical with LATAM Digital Marketing