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Harnessing the russian digital opportunity anna milburn - brighton seo

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As the biggest internet market in Europe and an ever-growing online population, Russia offers vast opportunities for international businesses looking to grow sales and reach new audiences. Yet only those who understand the unique digital landscape and the expectations of a Russian audience will succeed. This session will offer an introduction to the market and the insights you need in order to build a successful online presence there.

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Harnessing the russian digital opportunity anna milburn - brighton seo

  1. 1. | Agenda 2 • Market overview 10 need-to-know facts • What’s next? Action plan
  2. 2. Market overview
  3. 3. | Population 143,960,727 5|*http://www.worldometers.info/world-population/russia-population - August 2018, based on the latest United Nations estimates Internet population Internet penetration 109,552,842 76.1%
  4. 4. | 6*https://radar.yandex.ru/search?device- category=1&selected_rows=iHMJ0E%252CvDPqTi%252C8fg2y0%252Ctmkupd%252CMCj1FA Search engine market shares by device 68% 26% 4% 2% Yandex Google Mail.ru Other 51%48% 1% Google Yandex Mail.ru 40% 57% 1% 2% Google Yandex Mail.ru Other *https://radar.yandex.ru/search?device- category=1&selected_rows=iHMJ0E%252CvDPqTi%252C8fg2y0%252Ctmkupd%252CMCj1FA
  5. 5. | 7 Not one, not two…. but eleven time zones 10am in Moscow 7pm in Kamchatka
  6. 6. | Key takeaway 8 Size  There is a big audience to reach when targeting Russia  There is still room for growth, especially compared to more mature markets like Germany and the UK  You need to think differently than many other countries – for example, setting time targeting for paid search or scheduling social posts
  7. 7. 2. Differences
  8. 8. | 10 Moscow St Petersburg
  9. 9. | 11 Internet penetration differs by region
  10. 10. | Key takeaway 12 Differences  Very different experiences in big metropolitan areas vs in the countryside  75% users in urban areas – so rural areas have greatest room for growth  Depending on your product / service, will determine if you should target specific cities vs whole country
  11. 11. 3. Time spent online
  12. 12. | Internet usage stats • 85% of Russian internet users access internet everyday (vs 86% in the US) • Average daily time online is almost 6.5 hours • 90% of internet users stream video content – Youtube leads the way • 21% of internet users search with voice commands • Wifi is free in major cities in public areas, including the Moscow underground 14
  13. 13. | Key takeaway 15 Time spent online  Don’t assume that Russia lags the West – they are avid, experienced internet users  Ensure you’re optimised for mobile – and consider specific mobile ads to target users  Consider how video can be incorporated into your strategy
  14. 14. 4. It’s dominated by Russian platforms
  15. 15. | 17
  16. 16. | Key takeaway 18 It’s dominated by local platforms  Don’t ignore the local players  But don’t forget about international players either  Understand where your audience spends time online and spread your budget and efforts to incorporate them
  17. 17. 5. It has different seasonality
  18. 18. | Key dates = more searchers • 14th February – Valentine’s Day • 23rd February - Men’s Day • 8th March – Women’s Day • 12th June – Russia Day • 5th October – Teacher’s Day • Christmas is celebrated on 7th January, with a week-long holiday 20
  19. 19. | Key takeaway 21 Different seasonality  Take this seasonality into account when planning campaigns  Understand what these celebrations are about and how you can harness them to drive sales
  20. 20. 6. Russians speak Russian
  21. 21. Around 8% of Russians speak English fluently
  22. 22. | Key takeaway 24 Russians speak Russian  English content and campaigns won’t work  Translate and localise your content for the Russian audience
  23. 23. 7. Quality matters
  24. 24. | Understand how the language works • Cyrillic alphabet is unique • Invest in high-quality translation • Invest in keyword research and content creation 26
  25. 25. | CTAs 27  Direct CTAs like ‘Buy Today’, ‘Don’t Miss Out’ etc… can have a negative impact  Focusing more on the benefits and features can be more successful or less hard to sell, such as ‘Contact us’ or ‘Learn more’.
  26. 26. | Key takeaway 28 Quality matters  Don’t cut corners  Research properly and rely on experts
  27. 27. 8. Transliteration will happen
  28. 28. | 30
  29. 29. | Key takeaway 31 Transliteration will happen  Take transliteration into account when setting campaigns or landing pages  Or you could miss a lot of traffic!
  30. 30. 9. Cross border shopping is big
  31. 31. Two thirds of Russians prefer to purchase from foreign stores
  32. 32. | 34
  33. 33. | Why is it so big? • Lower prices • More choice • Access to products not sold in Russia • Status / reputation 35
  34. 34. | Key takeaway 36 Cross border shopping is big  There is a big opportunity for international brands to grow  Make sure you offer what Russian consumers are looking for  Provide clear information, especially on delivery and customer services on your website
  35. 35. 10. Price and deals are key
  36. 36. | Price and deals are key • Price is the most important factor for Russians buying online – 38% • Russian consumers will use search to find deals before making a purchase • Russian retailers often offer discounts, deals and loyalty schemes to attract customers away from foreign stores 38
  37. 37. | Key takeaway 39 Price and deals are key  Another way to tap into the opportunity  Research which deals would appeal to your audience and use them to attract new customers  Include offers / promotions in your marketing
  38. 38. | 10 need-to-know facts about Russia 40 1. Size 2. It varies 3. Time spent online 4. Dominated by local platforms 5. Different seasonality 6. Russians speak Russian 7. Quality matters 8. Transliteration will happen 9. Cross border shopping is big 10. Price and deals are key
  39. 39. What’s next?
  40. 40. | Here is your plan of action!  Conduct keyword research  Translate & localise your website  Set up web tracking  Start your advertising efforts (PPC)  Start your organic efforts (SEO & social media)  Create local content  Start social media advertising  Set up retargeting campaigns 42|
  41. 41. The starting point
  42. 42. | Here is your plan of action!  Conduct keyword research 44|
  43. 43. | 45 Are Russian people currently searching for your products & services?
  44. 44. | 46 Google Keyword PlannerYandex Wordstat
  45. 45. | 47 The findings will determine what sort of actions you should take in terms of everything else that follows
  46. 46. | Here is your plan of action!  Conduct keyword research  Translate & localise your website 48|
  47. 47. | 49 Can Russians understand your website?
  48. 48. | 50 The whole website!
  49. 49. | 51 Invest in professional translation of your website!
  50. 50. | 52 Is your website localised for Russians?
  51. 51. | 53 Does your site mention: • How to place an order • Payment options • Delivery options • Suitable currency
  52. 52. | 54 or alternative contact details?
  53. 53. | Here is your plan of action!  Conduct keyword research  Translate & localise your website  Set up web tracking 55|
  54. 54. | 56 Paid analytics tools
  55. 55. | It will help you:  Check the performance of your landing pages  Help you understand your audience  Make decisions on which content brings results  Make decisions on which design brings results  Configure your site goals accordingly 57
  56. 56. | Here is your plan of action!  Conduct keyword research  Translate & localise your website  Set up web tracking  Start your advertising efforts (PPC) 58|
  57. 57. | 59 Your choice of advertising efforts will depend on which stage you are targeting: Brand / product awareness Interest Purchase Loyalty
  58. 58. | Build trust! The more Russians see branded visual ads, the more it builds trust which is key for new brand entering the market. 60
  59. 59. | 61 Are people searching for your product / service? No Advertising network campaigns Yes Search campaigns • Yandex responsive ads • Google responsive ads • Banner / video ads • Yandex text ads • Yandex search banner • Google text ads
  60. 60. | 62 Types of targeting Advertising network campaigns Search campaigns • geolocation • advanced geolocation • behavior • age, gender, income • interest • keywords plus… • geolocation • time targeting • device • age / gender • marital status, children, • profession • CRM data • 3rd party DMT data • look-alike
  61. 61. | 63 How to split the search budget in Russia? 60% 40% Yandex Google
  62. 62. | 64 How to split the advertising network budget in Russia? 90% 10% Yandex Google
  63. 63. | Here is your plan of action!  Conduct keyword research  Translate & localise your website  Set up web tracking  Start your advertising efforts (PPC)  Start your organic efforts (SEO & social media) 65|
  64. 64. | 66 Use your keyword research findings to optimise your website for organic ranking Element Importance Header Tag Very important Title Tag Very important Meta Keyword Tag Important Keywords in URLs Very important Internal Linking Structure Somewhat important
  65. 65. | 67 Google Search ConsoleYandex Webmaster
  66. 66. | Here is your plan of action!  Conduct keyword research  Translate & localise your website  Set up web tracking  Start your advertising efforts (PPC)  Start your organic efforts (SEO & social media)  Create local content 68|
  67. 67. | Creating local content 69  Help people understand what is your purpose and your story  Show the ‘human’ part of your brand  Helps you targeting specific personas  Improve your organic rankings (if using your keywords)  Provides content for social media
  68. 68. | Here is your plan of action!  Conduct keyword research  Translate & localise your website  Set up web tracking  Start your advertising efforts (PPC)  Start your organic efforts (SEO & social media)  Create local content  Start social media advertising 70|
  69. 69. | Social Media in Russia 71  Youtube can be targeted via Google ads  Vkontakte (VK) has many similar advertising options to Facebook  Odnoklassniki (OK) is more popular amongst older users
  70. 70. | Vkontakte advertising • Similar options to Facebook • Left hand side text & image ads • Community post (sponsored post) • Community page 72
  71. 71. | Here is your plan of action!  Conduct keyword research  Translate & localise your website  Set up web tracking  Start your advertising efforts (PPC)  Start your organic efforts (SEO & social media)  Create local content  Start social media advertising  Set up retargeting campaigns 73|
  72. 72. | Retargeting campaigns 74  Target those that previously visited your website  Or completed a specific action on your site  Available on Yandex, Google and Vkontakte (VK)
  73. 73. | Good luck!  Conduct keyword research  Translate & localise your website  Set up web tracking  Start your advertising efforts (PPC)  Start your organic efforts (SEO & social media)  Create local content  Start social media advertising  Set up retargeting campaigns 75|
  74. 74. Questions? anna.milburn@webcertain.com www.webcertain.com in/webcertain.com @WebCertain

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