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The Building Blocks of
Spanish Digital Marketing
By Zeph Snapp
Join us on Twitter at #Mozinar
Questions or problems? Email...
Hola! Me Llamo Zeph Snapp
Para
livetweets
en
español
sigue:
@AlturaInt
@ZephSnapp
The Building Blocks of
Spanish Digital Marketing

ABC
Let’s Talk About:
 Spanish-Speaking
Markets

 Research For Content
Marketing

 Identifying The
Opportunity

 Building ...
Mercados Hispanos
ABC
Spanish-Speaking Markets
All Grown Up
Spanish > English Worldwide

http://infogr.am/Most-Spoken-Languages-in-the-World
Latin American GDP

http://www.gatewayhouse.in/latin-america-3-projected-gdp-growth-in-2013/
Internet Penetration Rate

http://www.nearshoreamericas.com/wp-content/uploads/2013/08/infographic.jpg
How are they getting online?

http://www.tnooz.com/wp-content/uploads/2013/08/LatAm-vs-USA1.png
US Hispanics
The Key Demographic
Hispanic Population

http://www.census.gov/population/hispanic/data/2011.html
Spanish Spoken At Home

http://www.pewresearch.org/fact-tank/2013/08/13/spanish-is-the-most-spoken-non-english-language-in...
US Hispanic Market = Growth

http://blog.thesanjosegroup.com/?p=2738
Hispanic In The Marketplace

http://blogs.hrblock.com/2012/01/24/the-rise-of-the-latino-consumer/
Univision is the #1 in Ratings
Identifica La Oportunidad
ABC
Identify The Opportunity
On Your Website
Browser Preference
Traffic from ES speaking
Countries
Traffic to Es version of the site
Current Backlinks
Are we talking about you?
Social Media
Search / Interactions
RSS
Fresh Web Explorer

Google Alerts
Market Forces & Company
Priorities
Competitors?
Looking To Expand?
Logistics
 Locations
 Phone support
 Email support
 Shipping options
 Pricing differences
Preparando tu sitio:
Estructura de dominio
ABC
Preparing The Site Structure
CC TLD
Subdomain
Subfolder
Advantages/Disadvantages

http://moz.com/blog/the-international-seo-checklist
Preparando Tu Sitio
Estrategia de Traduccion
ABC
Preparing Your Website:
Translation Strategy
One Translation, Multiple
Countries
Great For:
SMB’s
SaaS
Startups
Content for Every Market
Great For:
 Multinational
Corporations
 eCommerce sites
 Companies with
Physical Locations
Do NOT Machine Translate
De-Index MT, or Watch Out!
• Picture of Roger Mozbot?
Markups y Datos
Estructurados
ABC
Hreflang:
For Countries, AND Languages
rel="alternate" hreflang="x"
Hreflang: Full Translation
Hreflang: Partial Translation
Hreflang: Similar
Content, Different Target
Language, Then Country
<link rel=”alternate” hreflang=”es-US”
href=”http://alturainteractive.com/es/” />
Use Correct Values
Language:
ISO 6391-1
Country:
ISO 3166-1
Continents are NOT Supported
No «EU», «LA»
Use: For Language
HTML Link Element
<link rel="alternate" hreflang="es" href="http://es.example.com/" />

HTTP Header
If y...
Use: For Country
(Spanish Language, American Users)
HTML Link Element
<link rel=”alternate” hreflang=”es-US”
href=”http://...
Hreflang Resources
 http://moz.com/blog/using-the-correct-hreflang-tag-a-newgenerator-tool by @aleyda
 http://searchengi...
Geo-Specific Schema Markups
Sitemap
Instead of using markup, you can submit a language specific version via a sitemap.

<?xml version="1.0" encoding="...
Seamos Sociales
ABC
Let’s Be Social
Spanish Speakers Love SM

http://www.puntogeek.com/2013/02/11/estadisticas-del-uso-de-internet-en-latinoamerica/
We Over-Index!

http://www.tnooz.com/wp-content/uploads/2013/08/LatAm-vs-USA1.png
Basic Tips Across Platforms
Account Structure
Person or Business
By Language or by Country?
• Find Similar Companies
• Look At Their Followers
• Poach Them Using Ads and Special Offers
• Use Followerwonk and Follow.me to find
accounts
• Find and use Hashtags in your vertical
• Make lists, reach out to thos...
Marketing de Contenido
Para Quien Lo Hago?
ABC
Spanish Content Marketing:
Who To Target
(Not Provided)?
No es Problema
Build Personas
Leverage Internal Data
• How expensive is your product?
• Age group
• Sex
• Special
--characteristics
– Job
– Hobbies
– In...
Google Instant: Search Intent
• What should they be looking for when
they find you?
Try Terms in Different Ways
• What should they be looking for when
they find you?
Followerwonk Process
Find Publishers in the Vertical
Who Uses Their Hashtag?
What Do They Share
Process:What Do They Do?
Facebook Process: Start Big
Add Pieces
Get Content Ideas
Give Me All The DATAZ!

http://alturainteractive.com/data-for-content-marketing-in-spanish/
Construyendo el Contenido
ABC
Building The Content
Data Viz Works: If It’s Great

http://chriswhong.com/projects/phillybiketheft/
Data Viz

http://chriswhong.com/projects/phillybiketheft/
Blog Posts Are Still OK…
But Some Tips:
Formal vs. Informal
Usted vs. Tu
Informal is Better
Capitalize Only the First
Word of Title
Example:
Formas de crear contenido
What NOT To Do:
Contextual Links Rule
Co-Citation + Branded Links =
More Safety
Video
• Youtube : 2nd biggest
Social Media
Platform, in Latin
America
• Youtube Ads: Huge
Opportunity!
SkyScraper Content Method
H/T @Backlinko
Sometimes, “Ugh” Ranks
If It Does, Create Something
WAY Better
Find Successful English Content
Divide Links By Language
• Screenshot de backlinks hacia moz be….
Check Backlinks For Spanish
Translate, Localize and Improve on It

http://seo.pe/guia-seo-para-principiantes/
Reach Out to Sites Linking to
Original Content
• Screen shot de un correo de outreach
Relaciones Publicas
Digitales: Prospecting
ABC
DIGITAL PR: Prospecting
Prospecting Tools
Advanced Search Operators
Qualification
Relevance
Recency
Engagement
 Shares
 Comments
Domain Metrics
 DA
 PR
Relaciones Publicas
Digitales
ABC
DIGITAL PR: Outreach
The Best You Can Hope
For is 15%
Spanish Internet Is Smaller
Write In Spanish
Keep It Short
Address the Webmaster How
They Address Readers
Don’t Be As Direct
Azul -img
Prioritize Outreach Method
Contact Form
Facebook
Email
Video Outreach
Google +
Youtube Private Videos
Vsnap
Know Your Time Zones
Know Your Holidays
Remember, It’s a Small World…
ACTIONABLE TIPS
SPANISH SPEAKING
MARKETS ARE NEXT. YOU’VE
BEEN WARNED
MAKE SURE THE NEED FOR
YOUR PRODUCT EXISTS
GET THE RESOURCES, IT
WON’T BE CHEAP
DECIDE ON A DOMAIN
STRATEGY:
ccTLD, SUBDOMAIN OR
SUBFOLDER
DECIDE ON A TRANSLATION
STRATEGY: LO BARATO
PUEDE SALIR CARO
DON’T. MACHINE.
TRANSLATE.
(please?)
IMPLEMENT HREFLANG
CORRECTLY
SOCIAL MEDIA RULES.
BE THERE
BUILD PERSONAS
BASED ON DATA
BASE PERSONAS ON
REAL PEOPLE
NO SILVER BULLET, CREATE
DIFFERENT TYPES OF CONTENT
LEVERAGE MULTILINGUAL
TOOLS
PERSONALIZE OUTREACH
USE CONTACT FORMS AND
FACEBOOK FOR BEST
RESULTS
HIGHLIGHT THE BENEFIT
BE HELPFUL
BE TRANSPARENT
¡BUENA SUERTE!
¡Y GRACIAS!
@zephsnapp
@AlturaInt

Zeph Snapp on G+
zeph@alturainteractive.com
Email: Zeph@AlturaInteractive.com
Twitter: Zeph Snapp
Website: www.AlturaInteractive.com
Find this recorded #Mozinar and s...
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
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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 application, Translation Strategy, and much more!

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Transcript of "The Building Blocks of Spanish Digital Marketing"

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