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. 

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 optimised as a subdirectory (www .exam ple .com/ de/) or as a subdomain (www .fr .exam ple .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 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