Use your website to sell your
products and services globally
Chelmsford Showcase for Business
20 November 2013
Levent Yild...
About me
• Twitter @yildizgoren
• Linkedin
linkedin.com/in/leventyildizgoren
• TTC website
www.ttcwetranslate.com

Chelmsf...
Published in Nov 2012

How to grow
your business
globally

Free download

Chelmsford Showcase for Business 2013 | © Levent...
Published in October 2011

The Nine Translation
Slip-ups to Avoid

Free download

Chelmsford Showcase for Business 2013 | ...
Content
•
•
•
•
•
•
•
•
•

Why sell globally
Do you have an international opportunity?
Selecting your target market
Resear...
Why sell globally
Reduce
dependency on
your home
market

Fuels
innovation

Increased
efficiency

Increased
chance of
succe...
Do you have an international
opportunity?

Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate...
If the opportunity is not there yet
• Maybe consider language option (ie Arabic for all
Arabic speaking countries)
• And s...
Select your target market
Take into account the following factors:
• The number of internet users in the country
• The gro...
Good Resources
• State of digital economies
The Economist 2010: http://ow.ly/eZImj
• Ease of doing business 2014
World Ban...
What differentiates online
shoppers around the world?

Source: https://www.thinglink.com/scene/438778581166850050

Chelmsf...
Returns matter in Europe
• Europeans have the second highest returns of online
purchasers (57%)
• Shoppers in Europe expec...
Different story worldwide
• Canadian Consumers are willing to wait an average of
10 days to receive their online purchases...
Research the target market
•
•
•
•
•

Demand for your product or service in the country
Local competition
How do they view...
Determine your online strategy

Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
• Alibaba.com employs 20,000 people and has offices
in 70 locations worldwide. Ideal for Chinese market
too.
• Amazon & Eb...
4

Make your website visible
internationally
Research your
International SEO strategy

1
Implement
your on page strategy

...
Localise by language or country?
• Decide if you are targeting a country or language?

Chelmsford Showcase for Business 20...
•
•
•
•
•

Sub domains
Top level country specific domain
Sub directories
Or language only
But be consistent – do not mix t...
Localise and translate your content
• 70% of online search enquiries are in other
languages
[source: Oban Multilingual]

•...
Localise content to overcome
language barriers
• Everyday one billion questions are asked In Google
from 181 countries and...
Use social media channels
• Create a Facebook page for your target country
• Tweet in the target language
• Setup a Google...
Essential mistakes to avoid for
international visibility
• Using wrong keywords
• ‘Flats to let’ is translated as ‘flats a...
Essential mistakes continued…
• Lacking cultural sensitivity
• Not knowing local market trends
• Ignoring other search eng...
Essential mistakes cont…
• Not implementing multilingual markups
(by your IT support)
• Not updating Google Webmaster tool...
Website in 18 different versions…

Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
Middle East version

Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
Norwegian version

Spot the difference?

Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.c...
Essentials for selling globally
• Brand name check your product or company name to
make sure it does not have any negative...
TTC Service Offer for today
• Health check on your website
• Report on:
•
•
•
•

International SEO
Content
Domain manageme...
and finally…

Keep calm
&
capture
new markets
Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetransl...
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Use your website to sell your products and services globally

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from my presentation at the Chelmsford Showcase for Business on 20 November 2013 at the Anglia Ruskin Universiy.

Content:
Why sell globally
Do you have an international opportunity?
Selecting your target market
Researching the target market
Determining your global online strategy
Making your website visible internationally
Localising and translating your content
Building trust and reputation
Essential mistakes to avoid

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Use your website to sell your products and services globally

  1. 1. Use your website to sell your products and services globally Chelmsford Showcase for Business 20 November 2013 Levent Yildizgoren – Managing Director - TTC wetranslate Ltd Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  2. 2. About me • Twitter @yildizgoren • Linkedin linkedin.com/in/leventyildizgoren • TTC website www.ttcwetranslate.com Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  3. 3. Published in Nov 2012 How to grow your business globally Free download Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  4. 4. Published in October 2011 The Nine Translation Slip-ups to Avoid Free download Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  5. 5. Content • • • • • • • • • Why sell globally Do you have an international opportunity? Selecting your target market Researching the target market Determining your global online strategy Making your website visible internationally Localising and translating your content Building trust and reputation Essential mistakes to avoid Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  6. 6. Why sell globally Reduce dependency on your home market Fuels innovation Increased efficiency Increased chance of success Creates growth Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  7. 7. Do you have an international opportunity? Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  8. 8. If the opportunity is not there yet • Maybe consider language option (ie Arabic for all Arabic speaking countries) • And secure top level domains for future • Create alerts in Google analytics to notice any increase Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  9. 9. Select your target market Take into account the following factors: • The number of internet users in the country • The growth rate in the country • Their openness to new products • State of their digital economy • How adaptable is your product/service to local standards Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  10. 10. Good Resources • State of digital economies The Economist 2010: http://ow.ly/eZImj • Ease of doing business 2014 World Bank report - www.doingbusiness.org Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  11. 11. What differentiates online shoppers around the world? Source: https://www.thinglink.com/scene/438778581166850050 Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  12. 12. Returns matter in Europe • Europeans have the second highest returns of online purchasers (57%) • Shoppers in Europe expect to see delivery options and total costs early in the purchase process. Source: http://pressroom.ups.com Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  13. 13. Different story worldwide • Canadian Consumers are willing to wait an average of 10 days to receive their online purchases – longer than any other country examined • Australian shoppers have the second lowest online shopping satisfaction rate Source: http://pressroom.ups.com/ Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  14. 14. Research the target market • • • • • Demand for your product or service in the country Local competition How do they view your home market Are there any Internet censorships Do they use online payment methods Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  15. 15. Determine your online strategy Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  16. 16. • Alibaba.com employs 20,000 people and has offices in 70 locations worldwide. Ideal for Chinese market too. • Amazon & Ebay provides a lot help and tools for selling internationally and receiving payment • Ebay also owns Paypal and Magento • All of the above offer a escrow service Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  17. 17. 4 Make your website visible internationally Research your International SEO strategy 1 Implement your on page strategy 4 Measure your results 2 3 Develop your link building Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  18. 18. Localise by language or country? • Decide if you are targeting a country or language? Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  19. 19. • • • • • Sub domains Top level country specific domain Sub directories Or language only But be consistent – do not mix the two Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  20. 20. Localise and translate your content • 70% of online search enquiries are in other languages [source: Oban Multilingual] • 85% of customers prefer to buy in their own language • Customers are 4 times more likely to buy from a website in their native language [source: IDC] Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  21. 21. Localise content to overcome language barriers • Everyday one billion questions are asked In Google from 181 countries and 146 languages [source: http://www.google.com/competition/howgooglesearchworks.html • Don’t just translate your content, get it adapted for the target country • Ideal solution – content created for the target country Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  22. 22. Use social media channels • Create a Facebook page for your target country • Tweet in the target language • Setup a Google+ page in local language Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  23. 23. Essential mistakes to avoid for international visibility • Using wrong keywords • ‘Flats to let’ is translated as ‘flats allow’ in Turkish Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  24. 24. Essential mistakes continued… • Lacking cultural sensitivity • Not knowing local market trends • Ignoring other search engines - Yandex & Baidu Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  25. 25. Essential mistakes cont… • Not implementing multilingual markups (by your IT support) • Not updating Google Webmaster tools (by your IT support) • Not gaining link authority in local markets (with help from your IT support) Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  26. 26. Website in 18 different versions… Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  27. 27. Middle East version Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  28. 28. Norwegian version Spot the difference? Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  29. 29. Essentials for selling globally • Brand name check your product or company name to make sure it does not have any negative connotations in other languages • Your website optimised for the target country • Your content translated and adapted for target country • Register with top level country specific domains • Use Social Media for brand influence • And making good contacts on the ground. Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  30. 30. TTC Service Offer for today • Health check on your website • Report on: • • • • International SEO Content Domain management Social media channels Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
  31. 31. and finally… Keep calm & capture new markets Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com
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