The Building Blocks of Spanish Digital Marketing

2,426 views
2,496 views

Published on

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!

Published in: Marketing, Technology, Education
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,426
On SlideShare
0
From Embeds
0
Number of Embeds
807
Actions
Shares
0
Downloads
7
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

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!

×