Going global: Beyond .co.uk


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Best practice multi-region b2b web marketing approaches

With international trade a primary driver in the growth strategies of most b2b companies, how can you ensure you are using the right tools and technologies to remain visible and relevant in key regional markets around the world? This presentation will focus on the critical elements to consider for multi-country digital marketing such as website set-up, hosting and promotion, SEO, PPC and social media – and how one size does not fit all when it comes to the web.

Delegates of this session will takeaway

• Practical steps on setting up and managing multi language websites
• Keyword optimisation tips for different geographical markets
• Advice on stimulating interest in different countries using PPC
• Guidance on how to plan and use social media platforms around the world
• Best practice examples of multi-region web marketing

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  • It’s brilliant to again be a part of a major b2b magazine event and I’m thrilled to be talking to you today about digitally marketing your business abroad.I’m Rene Power from an agency called BDB based outside Manchester. We’ve worked for 25 years predominantly with clients seeking to hit European and global audiences so we’re used to overcoming the various language and cultural barriers that companies face.You’ll have heard much today from guys like ________talking about the importance of _______________. For me, there has never been a better time to be marketer. Let’s look at how we give in-country customers what they want.
  • I’ve now got about 28 minutes to convince you one size doesn’t fit all, and to offer some practical steps on multi-language web marketing,multi-lingual SEO and regional search engines, driving traffic using PPC and social media and using some examples both BDB’s and others to show it can be done effectively. These slides will be available via B2Bmarketing.net after the conference and from
  • So we’re talking about going beyond .co.uk and thinking beyond our national borders. We want to think about communicating to customers on their terms, and delivering the right message at the right time to the right people in the right way.
  • Are we making assumptions about how we should be communicating and therefore marketing to our global (local) customer base? 1.5 billion people speak English around the world, third most common language after Mandarin Chinese and Spanish.Leaves 4.5 billion prefering to speak their own language first.
  • Align this reality with where UK businesses typically market their products. According to ONS in 2011, Germany, Netherlands and France featured in the top five. Whilst I’m assuming that the US and the Irish are ok doing business in English, that means £69bn of exports are going to countries where English is categorically not the first choice language. It’s quite likely in the intervening period that China, Japan, Hong Kong and Singapore have improved as destinations for UK export so these are markets that will require special treatment too.
  • So how do you build a strategy and an action plan for international digital marketing. The same as any other. With a plan forged on insight and understanding with some goals to help guide development and facilitate and measure improvement. Going international is an odd definition though. International is what you become at the end of the process of going local in lots of markets. So you need to sense check what the reality is, and whether this stacks with your perception and then systematically set about being relevant which will help drive visibility. Once you become visible (through search and social media optimisation in-country, you are far more likely to create customer touch points.
  • I don’t want to give a lesson on the steps to go through to build an effective website that delivers an excellent and relevant experience and that is optimised for search, but all those tennants are true. The difference when you go beyond .co.uk though is when you systematically apply those principles to your new French site and ensure it is built and set up for French speaking browsers (most likely in France). In simple terms, Research keywords and check their use in local in-country search engines. Don’t just use Google. More on that later. (OS cranberry in German). Plug those keywords into your meta data, page titles, headers, anchor text, clickable links and body copy images and alt tags. Ensure domains and URLs include them and are bought for as many languages as possible. Host locally and index for local search engines.
  • Ocean Spray websiteFocus on international English first, development of Wordpress sites – content, URLs, functionality, meta, call to actions, local contacts.Embedded to give a seamless view for visitors.Hosted and indexed locally.
  • I mentioned search engines and indexing earlier. When you create a website or new page it is important to index it with relevant search engines e.g. google.com/addurl. (It’s no surprise that growth markets Russia, China and the Middle East all present the biggest SEO challenges). Find these for your region across the major engines – AND any local ones as outlined above. In some extreme cases, Google is not the go to even from a regional perspective.
  • Those early slides were about getting ready to digitally do business in new markets. Setting up your website is key as all promotional roads ultimately lead to it. But from a multilingual digital marketing perspective, what happens next. Eshots, opt in newsletters and sales collateral are a given. Professionally copy written and translated (i.e. not using Google or Babelfish!) will ensure they not only convey a good impression, they will lead some recipients to enquiry. In these next few slides I want to talk a little about how to drive traffic and especially build profile using pay per click advertising and social media.
  • Many companies get PPC wrong. The best ways to use PPC is in short highly focused bursts to support new products, new applications, new services or promotions and special offers. Factoring this into in-country campaigns it can be used to promote new in-country landing pages and websites, email sign up and registration and exclusive new in-country offers, distributor tie ups or new opportunities. Those keywords checked using the GoogleAdwordsTool come into their own in PPC as they are given a tangible value and you can write specific ads for specific groups. Don’t just translate English and run with it, check the right local phrases and check these words garner traffic.Develop phrases for your body copy and appropriate creative if visual rather than text. We’re not just talking about text based ads on search engines of a specific length.
  • Here are a range of PPC ads from search engine, social media and wider online advertising. What opportunities are there in your sector to tap into media eshots etc – text ads in eshots are all the rage in sectors like food, science, packaging and engineering.
  • What does the world social media map look like?In pure social terms, Facebook is prevalent the world over but dominates in the western world especially. It has though done much to increase the amount of languages that it caters for as you can see in the inset. As you venture East, more local social media networks spring up in Russia and China especially, where access to Western developed sites is restricted. Accessing lucrative groups in these countries requires a dedicated in-country approach, drawing on the experience and insight of local experts to drive communication campaigns that will engage.QZone is home to 480 million Chinese-speaking members, while over in Brazil, Orkut (incidentally owned by Google) is the favored social network for around 66 million active users. Portuguese use online has grown by 990% in the last eleven years, and can partly attribute its success to ever-increasing user numbers in Brazil—an emerging market that is proving popular with marketers world-wide.
  • For b2b Linkedin and possible Google+ offer the best opportunities to access business professionals and there are opportunities across the network to tap into the in-country markets. One recent development was to offer a second language profile to multilingual professionals. Linkedin in groups, answers and other functionality offer the ability to interact with fellow members on their terms.
  • 1. To appeal to locals you’ve got to act like a local. You may have spent a lot of time and effort on smartening up your Facebook page, but consider that potential customers in a country like China (where Facebook is banned by their infamous censorship regime) won’t even be able to see it, even if you take the time to translate and localize it.2. Many years ago Pepsi had a famous (and highly embarrassing) mistranslation when its ‘Come alive with the Pepsi generation!’ slogan allegedly translated in Chinese as ‘Pepsi brings your ancestors back from the dead!‘. Hiring a professional translator will eliminate any potential red-faced moments, as well as being able to help you localize.3. Speaking of localization, if you’re going to broadcast your message across numerous languages to many different countries, you’re going to have to make sure your message is tailored to your audience and their locale. Nothing makes people reach for the ‘Unfollow’ button faster than having to read messages that just don’t apply to them.4. Just take a look at any major corporation and see how they do it. Air France, for example has at least 13 different multilingual Twitter feeds (Here’s an interesting French fact: you’re not allowed to mention Twitter on the TV in France).5. Once you’ve got going, you need to keep up the momentum. Don’t be daunted when your followers/fans/customers start talking to you in a language you don’t understand. If it helps, you can use machine translation to get the gist of what they’re saying, and respond in an appropriate manner, using the same method you do to translate your social network updates in the first place. If you’ve got the resources, it can really be an advantage here to have a native-speaking staff member on your books, as they can respond in a timely (and accurate!) manner.
  • Going global: Beyond .co.uk

    1. 1. Beyond .co.uk: Best practice multi-region b2b web marketing approaches René Power www.b2bmarketing.net@renepower
    2. 2. Presentation objectives Show one size doesn’t fit all Provide practical steps to going beyond .co.uk Give some best practice examples www.b2bmarketing.net@renepower
    3. 3. Going beyond .co.uk www.b2bmarketing.net@renepower
    4. 4. Who here is in the business of managing an international brand? Who here is in the business of giving customers what they want? www.b2bmarketing.net@renepower
    5. 5. 1.5bn speak English… Great! 4.5bn prefer another language first…Doh! www.b2bmarketing.net@renepower
    6. 6. Where do British Why you need to localise sell? businesses Source: ONS 2011 via UKTI www.b2bmarketing.net@renepower
    7. 7. Relevance Visibility Add some more pics Perception Reality www.b2bmarketing.net@renepower
    8. 8. Beyond .co.uk websites & SEO • Research • Validation Keywords • Content • Structure Meta • Domains and URLs • Hosting Domains • Set up • Design and build Design build • Index www.b2bmarketing.net@renepower
    9. 9. Good example of beyond .co.uk websites www.b2bmarketing.net@renepower
    10. 10. Search engine world map http://www.smartinsights.com/search-engine-optimisation-seo/avoid-the-top-10-most-common-multilingual-seo- mistakes/attachment/search-engines-world-map/ www.b2bmarketing.net@renepower
    11. 11. Ocean search examples • Add screengrabs of google.fr and .cn to see if they list www.b2bmarketing.net@renepower
    12. 12. Driving traffic www.b2bmarketing.net@renepower
    13. 13. For international: - Remove guesswork - Check keywords in source language - Check use - Don’t translate English campaign - Key-phrases + appropriate creative copy www.b2bmarketing.net@renepower
    14. 14. Good example • Show some examples of big b2b brand from conference – like a Cisco or a Salesforce on different language platforms www.b2bmarketing.net@renepower
    15. 15. Social media world map Add inset of Facebook language options http://4.mshcdn.com/wp-content/uploads/2012/06/SocialNetworks.jpg www.b2bmarketing.net@renepower
    16. 16. Social media around the world • Add some screengrabs from the platforms (2- 3) and 1-2 points on each • (Tile so there are four) www.b2bmarketing.net@renepower
    17. 17. Add inset Linkedin worldwide of Linkedin language options http://blog.monitor.us/2012/07/creating-ads-on-linkedin-part-1/ www.b2bmarketing.net@renepower
    18. 18. Successful multilingual social media 1. Think like a local 2. Talk the lingo 3. Segment the audience 4. Keep messages relevant 5. Engage www.b2bmarketing.net@renepower
    19. 19. Good examples • AirFrance Twitter • Saint GobainFacebook • Milliken • Linkedin multiple language profiles • (Tile so there are four) www.b2bmarketing.net@renepower
    20. 20. Other international considerations • See international area of book www.b2bmarketing.net@renepower
    21. 21. Presentation objectives Show one size doesn’t fit all Provide practical steps to going beyond .co.uk Give some best practice examples www.b2bmarketing.net@renepower
    22. 22. Further reading • Multilingual web marketing • www.searchenginewatch.com • www.searchenginejournal.com • PPC • socialmedia www.b2bmarketing.net@renepower
    23. 23. Thank you 200 page eBook on b2b digital marketing - available to members of http://www.smartinsights.com/ 20% off promo code: SMARTB2B eBook coming soon to rene@bdb.co.uk www.bdb.co.uk @renepower www.b2bmarketing.net@renepower