The document discusses strategies for digital marketing internationally. It covers search engine optimization (SEO), pay-per-click (PPC) advertising, social media, mobile marketing, and affiliate marketing. Key recommendations include localizing content for different countries and cultures, translating websites into local languages, and optimizing sites and campaigns for international search engines and consumers. Proper keyword selection, landing page relevance, and ad customization are also emphasized for successful international SEO and PPC.
6. 1. Search Engine Optimisation
•
•
•
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
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
7. What Makes Good SEO?
•
•
•
Domain Age – Favours Older
Domains
Attention Grabbing Text with Large
Bullet Pts & Text Location (Top left
Preferably)
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
8. 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
9. 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.
10. 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
11. Translation
Martijn Bertisen,
Industry Head,
Google UK's Retail
Vertical
• 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
12. 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.
13. • 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.
14.
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
15. What Makes Good PPC Ads?
Ad Rank
• Where does your Ad
appear in relation to
others?
• What Factors Affect Ad
Rank?
• How do I improve my Ad
Rank?
17. 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
18. 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.
19. 3. Social Media
SOCIAL MEDIA SITE DEVELOPMENT
FACEBOOK COMPETITIONS
INTEGRATED & BRANDED
CREATE COMPETITONS & APPS
SOCIAL MEDIA SITES
TO INCREASE FOLLOWERS
TO ENGAGE NEW & EXISTING
CUSTOMERS
& ENCOURAGE ENGAGEMENT
CONTENT DEVELOPMENT
DEVELOP CREATIVE & UNIQUE CONTENT
TO SHARE ON YOUR
SOCIAL MEDIA SITES
ADVERTISING
ADVERTISE ON SOCIAL MEDIA
WITH HIGHLY FOCUSED TARGETTING
TO ATTRACT RELEVANT CONSUMERS
£$€
20. Social Media – Micks Garage
Blog – Youtube – Twitter – Facebook – Google +
22. 4. Mobile Marketing
• 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.
23. 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.
24. 5. Affiliate Marketing – Micks Garage
•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
25. Digital Marketing in 2014
67%
INCREASE IN LEADS
FOR BUSINESS’
THAT BLOG/SOCIAL
MEDIA
UK RETAILS SALES
DIRECTLY THROUGH SOCIAL
MEDIA
ARE FORECAST TO
GROW TO
290M IN 2014
GOOGLE HIGHLIGHTS
HIGHLY FOCUSED
SITES TO TAG PRODUCTS &
TARGETTING:
PRICES TO IMPROVE SEO
AGE
ALLOWS E-COMMERCE
INTERESTS
LOCATION
26. Digital Marketing in 2014
CONSUMERS VIEW
33%
40%
OF SOCIAL MEDIA USERS
MORE PAGES ON ADVERTISERS SITE
ARE DECIDING WHAT TO BUY BASED ON
THAT IS MOBILE OPTIMISED REVIEWS, RECOMMENDATION ON SOCIAL MEDIA
24 %
ALMOST HALF OF 16-24 YEAR OLDS
OF PEOPLE
USE A 2ND SCREEN
WHEN WATCHING TV
USE MESSAGING/EMAIL/
SOCIAL MEDIA
WHILE WATCHING TV
Hinweis der Redaktion
SELLING INTERNATIONALLY USING DM
11C’s van Internationalisation Framework for opportunities and challenges in international ecommerce 11C’s van Newman / Lake Country > which countries and markets are suitable for my products or services? And why?; • Consumers > Target group, behavior, broadband penetration, cultural behavior; • Communication > How to engage with my customers? What “language” do they speak? • Culture > cultural differences between countries • Customer service > What are the local demands and expectations • Competitors > online competitors are not equal to offline competitors! • Currency, payment en legal > which payment methods are common in the country? Think about legal promotional and site requirements (a few examples in this presentation) • Conversion > Define your KPI’s beforehand and also how you are going to measure them • Channels > Which channels are popular in the country? How does the costomer journey look? • Content > What content do I need for my customer? (might vary per country) • Costs en benefits > What is the price a customer may cost in advertising?
v SEO v Adwords/PPCv Social Mediav Mobile Marketingv Affiliate Marketing
Google Logo1st What makes good SEO (Separate Slide, content backlinks etc) Googlise
Google Logo1st What makes good SEO (Separate Slide, content backlinks etc) Googlise
MartijnBertisen, from Google, stated that the “top apparel retailers in the UK receive just shy of 70% of their traffic from abroad”. He went on to say that overseas UK online sales accounted for over 13% of total online sales in 2012. Predicted that online sales from outside the UK will rocket from the £4bn generated in 2012 to an estimated £28bn by 2020, accounting for around 40% of total sales revenue. He also stated that some UK online retailers, mainly fashion e-commerce retailers, are seeing just shy of 70% of their traffic originating from outside the UK.He recommended the translation of website content into the local language to increase conversionMartijnBertisen, Industry Head, Google UK's Retail Vertical
Format – boldingSlide on good PPC
Format – boldingSlide on good PPC
Google Logo1st What makes good SEO (Separate Slide, content backlinks etc) Googlise
Google Logo1st What makes good SEO (Separate Slide, content backlinks etc) Googlise
in a nut shell: Action plan: 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. 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.
Action plan: 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. 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.
40% of users are actively deciding what to buy based on what they have seen on social media platforms, including reviews and recommendations