The Building Blocks of Spanish Digital Marketing
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This #Mozinar covers all of the basics for international companies considering entry to Spanish-speaking markets. Topics covered include: SEO, SMM, Spanish Content Marketing, Proper Hreflang ...

This #Mozinar covers all of the basics for international companies considering entry to Spanish-speaking markets. Topics covered include: SEO, SMM, Spanish Content Marketing, Proper Hreflang application, Translation Strategy, and much more!

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The Building Blocks of Spanish Digital Marketing Presentation Transcript

  • 1. The Building Blocks of Spanish Digital Marketing By Zeph Snapp Join us on Twitter at #Mozinar Questions or problems? Email community@moz.com
  • 2. Hola! Me Llamo Zeph Snapp Para livetweets en español sigue: @AlturaInt @ZephSnapp
  • 3. The Building Blocks of Spanish Digital Marketing ABC
  • 4. Let’s Talk About:  Spanish-Speaking Markets  Research For Content Marketing  Identifying The Opportunity  Building Awesome Stuff  Digital PR: Prospecting  Prepping Your Website  Digital PR: Outreach  Social Media
  • 5. Mercados Hispanos ABC
  • 6. Spanish-Speaking Markets All Grown Up
  • 7. Spanish > English Worldwide http://infogr.am/Most-Spoken-Languages-in-the-World
  • 8. Latin American GDP http://www.gatewayhouse.in/latin-america-3-projected-gdp-growth-in-2013/
  • 9. Internet Penetration Rate http://www.nearshoreamericas.com/wp-content/uploads/2013/08/infographic.jpg
  • 10. How are they getting online? http://www.tnooz.com/wp-content/uploads/2013/08/LatAm-vs-USA1.png
  • 11. US Hispanics The Key Demographic
  • 12. Hispanic Population http://www.census.gov/population/hispanic/data/2011.html
  • 13. Spanish Spoken At Home http://www.pewresearch.org/fact-tank/2013/08/13/spanish-is-the-most-spoken-non-english-language-in-u-s-homes-even-among-non-hispanics
  • 14. US Hispanic Market = Growth http://blog.thesanjosegroup.com/?p=2738
  • 15. Hispanic In The Marketplace http://blogs.hrblock.com/2012/01/24/the-rise-of-the-latino-consumer/
  • 16. Univision is the #1 in Ratings
  • 17. Identifica La Oportunidad ABC
  • 18. Identify The Opportunity On Your Website
  • 19. Browser Preference
  • 20. Traffic from ES speaking Countries
  • 21. Traffic to Es version of the site
  • 22. Current Backlinks
  • 23. Are we talking about you?
  • 24. Social Media Search / Interactions
  • 25. RSS Fresh Web Explorer Google Alerts
  • 26. Market Forces & Company Priorities
  • 27. Competitors?
  • 28. Looking To Expand?
  • 29. Logistics  Locations  Phone support  Email support  Shipping options  Pricing differences
  • 30. Preparando tu sitio: Estructura de dominio ABC
  • 31. Preparing The Site Structure
  • 32. CC TLD
  • 33. Subdomain
  • 34. Subfolder
  • 35. Advantages/Disadvantages http://moz.com/blog/the-international-seo-checklist
  • 36. Preparando Tu Sitio Estrategia de Traduccion ABC
  • 37. Preparing Your Website: Translation Strategy
  • 38. One Translation, Multiple Countries Great For: SMB’s SaaS Startups
  • 39. Content for Every Market Great For:  Multinational Corporations  eCommerce sites  Companies with Physical Locations
  • 40. Do NOT Machine Translate
  • 41. De-Index MT, or Watch Out! • Picture of Roger Mozbot?
  • 42. Markups y Datos Estructurados ABC
  • 43. Hreflang: For Countries, AND Languages rel="alternate" hreflang="x"
  • 44. Hreflang: Full Translation
  • 45. Hreflang: Partial Translation
  • 46. Hreflang: Similar Content, Different Target
  • 47. Language, Then Country <link rel=”alternate” hreflang=”es-US” href=”http://alturainteractive.com/es/” />
  • 48. Use Correct Values Language: ISO 6391-1 Country: ISO 3166-1
  • 49. Continents are NOT Supported No «EU», «LA»
  • 50. Use: For Language HTML Link Element <link rel="alternate" hreflang="es" href="http://es.example.com/" /> HTTP Header If you have non-HTML content on your web pages, a good example is a PDF file, you can use rel=”canonical” HTTP headers to indicate the canonical URL for HTML documents. Link: <http://es.example.com/>; rel="alternate"; hreflang="es"
  • 51. Use: For Country (Spanish Language, American Users) HTML Link Element <link rel=”alternate” hreflang=”es-US” href=”http://alturainteractive.com/es/” /> HTTP Header Link: <http://alturainteractive.com/> ; rel=”alternate” hreflang=”es-US”
  • 52. Hreflang Resources  http://moz.com/blog/using-the-correct-hreflang-tag-a-newgenerator-tool by @aleyda  http://searchenginewatch.com/article/2232347/A-SimpleGuide-to-Using-relalternate-hreflangx by @Nick_Eubanks  https://support.google.com/webmasters/answer/189077?hl=e n
  • 53. Geo-Specific Schema Markups
  • 54. Sitemap Instead of using markup, you can submit a language specific version via a sitemap. <?xml version="1.0" encoding="UTF-8"?> <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:xhtml="http://www.w3.org/1999/xhtml"> <url> <loc>http://www.example.com/english/</loc> <xhtml:link rel="alternate" hreflang="de" href="http://www.example.com/deutsch/" /> <xhtml:link rel="alternate" hreflang="de-ch" href="http://www.example.com/schweiz-deutsch/" />
  • 55. Seamos Sociales ABC
  • 56. Let’s Be Social
  • 57. Spanish Speakers Love SM http://www.puntogeek.com/2013/02/11/estadisticas-del-uso-de-internet-en-latinoamerica/
  • 58. We Over-Index! http://www.tnooz.com/wp-content/uploads/2013/08/LatAm-vs-USA1.png
  • 59. Basic Tips Across Platforms
  • 60. Account Structure Person or Business By Language or by Country?
  • 61. • Find Similar Companies • Look At Their Followers • Poach Them Using Ads and Special Offers
  • 62. • Use Followerwonk and Follow.me to find accounts • Find and use Hashtags in your vertical • Make lists, reach out to those you listed, get shares
  • 63. Marketing de Contenido Para Quien Lo Hago? ABC
  • 64. Spanish Content Marketing: Who To Target
  • 65. (Not Provided)? No es Problema Build Personas
  • 66. Leverage Internal Data • How expensive is your product? • Age group • Sex • Special --characteristics – Job – Hobbies – Interests
  • 67. Google Instant: Search Intent • What should they be looking for when they find you?
  • 68. Try Terms in Different Ways • What should they be looking for when they find you?
  • 69. Followerwonk Process
  • 70. Find Publishers in the Vertical
  • 71. Who Uses Their Hashtag?
  • 72. What Do They Share
  • 73. Process:What Do They Do?
  • 74. Facebook Process: Start Big
  • 75. Add Pieces
  • 76. Get Content Ideas
  • 77. Give Me All The DATAZ! http://alturainteractive.com/data-for-content-marketing-in-spanish/
  • 78. Construyendo el Contenido ABC
  • 79. Building The Content
  • 80. Data Viz Works: If It’s Great http://chriswhong.com/projects/phillybiketheft/
  • 81. Data Viz http://chriswhong.com/projects/phillybiketheft/
  • 82. Blog Posts Are Still OK… But Some Tips:
  • 83. Formal vs. Informal Usted vs. Tu Informal is Better
  • 84. Capitalize Only the First Word of Title Example: Formas de crear contenido
  • 85. What NOT To Do:
  • 86. Contextual Links Rule Co-Citation + Branded Links = More Safety
  • 87. Video • Youtube : 2nd biggest Social Media Platform, in Latin America • Youtube Ads: Huge Opportunity!
  • 88. SkyScraper Content Method H/T @Backlinko
  • 89. Sometimes, “Ugh” Ranks
  • 90. If It Does, Create Something WAY Better
  • 91. Find Successful English Content
  • 92. Divide Links By Language • Screenshot de backlinks hacia moz be….
  • 93. Check Backlinks For Spanish
  • 94. Translate, Localize and Improve on It http://seo.pe/guia-seo-para-principiantes/
  • 95. Reach Out to Sites Linking to Original Content • Screen shot de un correo de outreach
  • 96. Relaciones Publicas Digitales: Prospecting ABC
  • 97. DIGITAL PR: Prospecting
  • 98. Prospecting Tools
  • 99. Advanced Search Operators
  • 100. Qualification Relevance Recency Engagement  Shares  Comments Domain Metrics  DA  PR
  • 101. Relaciones Publicas Digitales ABC
  • 102. DIGITAL PR: Outreach
  • 103. The Best You Can Hope For is 15%
  • 104. Spanish Internet Is Smaller
  • 105. Write In Spanish
  • 106. Keep It Short
  • 107. Address the Webmaster How They Address Readers
  • 108. Don’t Be As Direct Azul -img
  • 109. Prioritize Outreach Method Contact Form Facebook Email
  • 110. Video Outreach Google + Youtube Private Videos Vsnap
  • 111. Know Your Time Zones
  • 112. Know Your Holidays
  • 113. Remember, It’s a Small World…
  • 114. ACTIONABLE TIPS
  • 115. SPANISH SPEAKING MARKETS ARE NEXT. YOU’VE BEEN WARNED
  • 116. MAKE SURE THE NEED FOR YOUR PRODUCT EXISTS
  • 117. GET THE RESOURCES, IT WON’T BE CHEAP
  • 118. DECIDE ON A DOMAIN STRATEGY: ccTLD, SUBDOMAIN OR SUBFOLDER
  • 119. DECIDE ON A TRANSLATION STRATEGY: LO BARATO PUEDE SALIR CARO
  • 120. DON’T. MACHINE. TRANSLATE. (please?)
  • 121. IMPLEMENT HREFLANG CORRECTLY
  • 122. SOCIAL MEDIA RULES. BE THERE
  • 123. BUILD PERSONAS BASED ON DATA
  • 124. BASE PERSONAS ON REAL PEOPLE
  • 125. NO SILVER BULLET, CREATE DIFFERENT TYPES OF CONTENT
  • 126. LEVERAGE MULTILINGUAL TOOLS
  • 127. PERSONALIZE OUTREACH
  • 128. USE CONTACT FORMS AND FACEBOOK FOR BEST RESULTS
  • 129. HIGHLIGHT THE BENEFIT
  • 130. BE HELPFUL
  • 131. BE TRANSPARENT
  • 132. ¡BUENA SUERTE!
  • 133. ¡Y GRACIAS! @zephsnapp @AlturaInt Zeph Snapp on G+ zeph@alturainteractive.com
  • 134. Email: Zeph@AlturaInteractive.com Twitter: Zeph Snapp Website: www.AlturaInteractive.com Find this recorded #Mozinar and slide deck at http://moz.com/webinars very soon!