Selling internationally with digital marketing 1.9

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  • 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
  • SELLING INTERNATIONALLY USING DM
  • Selling internationally with digital marketing 1.9

    1. 1. Digital Marketing Model – What you Should be Doing International Customers Drive Traffic Conversion Sales
    2. 2. 11 C’s– Opportunities & Challenges in International E-Commerce •Country •Consumers •Communication •Culture •Customer Service •Competitors •Currency •Conversion •Channels •Content •Costs
    3. 3. QUANTIFIABLE RESULTS SOCIAL MEDIA SEO & PPC FOCUSED TARGETTING & ADVERTISING PROFESSIONAL TEAM
    4. 4. Overall Strategy for International Digital Marketing 1.SEO 2.Adwords/PPC 3.Social Media 4.Mobile Marketing 5.Affiliate Marketing
    5. 5. 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
    6. 6. 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
    7. 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 localisation strategy in their global SEO practices. • The differences between countries are far greater than only the language, Baidu in China for eg
    8. 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. 9. 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
    10. 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 conversions
    11. 11. 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.
    12. 12. • 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.
    13. 13.         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
    14. 14. 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?
    15. 15. What Makes Good PPC Ads?
    16. 16. 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
    17. 17. 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.
    18. 18. 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 £$€
    19. 19. Social Media – Micks Garage Blog – Youtube – Twitter – Facebook – Google +
    20. 20. International Social Media
    21. 21. 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.
    22. 22. 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.
    23. 23. 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
    24. 24. 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
    25. 25. 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

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