2. Digital Marketing Model –
What you Should be Doing
International
Customers
Drive Traffic
Conversion
Sales

3. QUANTIFIABLE RESULTS
SOCIAL MEDIA
SEO & PPC
FOCUSED TARGETTING &
ADVERTISING
PROFESSIONAL TEAM

4. Overall Strategy for international Digital
Marketing
1.SEO
2.Adwords/PPC
3.Social Media
4.Mobile Marketing
5.Affiliate Marketing

5. 1. Search Engine Optimisation
•
•
•
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
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

6. What Makes Good SEO?
•
Domain Age – Favours Older
Domains
Customised URL that includes
Keywords
•
Attention Grabbing Text with Large
• Meta Data, Title tags, Heading
Bullet Pts & Text Location (Top
Tags & Alt Tags for Images
left Preferably)
•
•
Medium/Long Term Strategy that
delivers more customers long
term
•
External Backlinks & Video
(Search Engine love video)
•
301 Redirects & eliminate
Duplicate Content

7. 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

8. 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.

9. 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

10. 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 conversion

11. 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.

12. 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.

13. 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.

14. • 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.

15. 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.

16. 







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

17. 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?

18. What Makes Good PPC Ads?

19. Google Adwords – Relevance over Budget
Wordstream 2011

20. What Makes Good PPC Ads?
•Landing Page Relevance Improves Quality Score
•Include Primary Keyword
•Call to Action
•Negative Keywords
•Create multiple ads (3) and rotate them

21. 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.

22. 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
€

23. 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

24. Social Media – Micks Garage
Blog – Youtube – Twitter – Facebook – Google +

25. Social Media – Micks Garage
•
•
•
•
•
Choice brand & Value
360 imagery
Blog – How to Guides
Product company Reviews
Multi Channel Play

26. 4. Mobile Marketing
• 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.

27. 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.

28. 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

29. 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

30. Digital Marketing for International Sites
A/B
TESTING
WITH DIFFERENT ADS &
DIFFERENT LANGUAGES
TO DETERMINE WHAT
WORKS BEST
KEYWORD RESEARCH &
ANALYTICS
CAN SHOW ONLINE BEHAVIOUR
BY SPECIFIC LOCATION OR
COUNTRY
TAKE INTO CONSIDERATION LOCAL
LAWS & PREFERENCES
- XING IS AS POPULAR AS LinkedIn IN
GERMANY,
- CHINA USE BAIDU OVER GOOGLE

31. Dynamic Landing Pages

32. 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 BY 2014
GOOGLE HIGHLIGHTS
HIGHLY FOCUSED
SITES TO TAG PRODUCTS &
TARGETTING:
PRICES TO IMPROVE SEO
AGE
ALLOWS E-COMMERCE
INTERESTS
LOCATION

33. Digital Marketing in 2014
CONSUMERS VIEW
33%
40%
OF SOCIAL MEDIA USERS
MORE PAGES ON ADVERITISERS 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
http://www.magenta7.co.uk/bl_news/10-interesting-digital-marketing-stats-weve-seen-this-week