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Barbar bazzoli expanding internationally - brighton seo v2

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Case study of the process of choosing a new country with Google Analytics Data - Also looking if you should translate or not your brand name in the new country and the importance of localisation for English speaking countries.

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Barbar bazzoli expanding internationally - brighton seo v2

  1. 1. BarbaraBazzoli BazzoliB@twitter Webcertain Expanding internationally? Tips for choosing your next country to target www.linkedin.com/in/barbara-bazzoli
  2. 2. | 2| What will we cover today? Expanding Internationally - Introduction Selecting your new market with keywords and analytic data - Webcertain case study Translate or not translate your brand name Targeting English speaking countries – Do you need to localise ?
  3. 3. Expanding in a new market • You are already successful in the UK and are thinking to target a new country? • Do you know the dynamic of your new market ? • Do you have a potential customer base in the market you want to target ? • How do you choose your next target market?
  4. 4. Which country to go to next?
  5. 5. Case Study The client Online company already successful in the UK, Spain and Germany Despatch thousands of parcels every week for next day delivery to designer jewellers, retailers, independent craftsmen, goldsmiths and silversmiths, jewellery students, artisans and craft enthusiast.
  6. 6. Where are the people who are already aware of the brand?
  7. 7. Brand Awareness 7 Most brand aware countries 6% 6% 6% 7% 7% 7% 8% 11% 11% 31% Turkey Sweden Kanada Netherlands Italy Greece Portugal Belgium Australia US Ranking Country Search Volume 1 US 1354 2 Australia 490 3 Belgium 457 4 Portugal 351 5 Greece 309 6 Italy 301 7 Netherlands 281 8 Canada 273 9 Sweden 266 10 Turkey 260 11 Denmark 203 12 Finland 169 13 UAE 166 14 Poland 165 15 New Zealand 110
  8. 8. Where are the people interested in the industry ?
  9. 9. Existing industry interest Topic keyword research 9 Ranking Country Search Volume 1 US 95264 2 Canada 13312 3 Italy 9739 4 Poland 8015 5 Brazil 6657 6 Australia 5398 7 Turkey 2935 8 Belgium 2442 9 Netherlands 2063 10 Greece 1950 11 Portugal 1625 12 Austria 1495 13 Sweden 1177 14 Japan 980 15 UAE 907 United States 64% Canada 9% Italy 7% Poland 5% Brazil 5% Australia 4% Turkey 2% Belgium 2% Netherlands 1% Greece 1% United States Canada Italy Poland Brazil Australia Turkey Belgium Netherlands Greece
  10. 10. Where are the existing orders already coming from ?
  11. 11. 11 Emerging countries Country Continent Revenue Transactions Country Unit AOV Australia Australia and Oceania £279,744.36 1363 16,565 £205.24 United States North America £262,157.21 1692 13,017 £154.94 Italy Europe £242,326.43 1530 22,147 £158.38 New Zealand Australia and Oceania £240,186.85 716 18,622 £335.46 Belgium Europe £211,215.91 1296 13,976 £162.98 Portugal Europe £175,203.38 816 9,264 £214.71 Denmark Europe £157,423.63 726 8,366 £216.84 Sweden Europe £135,510.41 924 10,023 £146.66 Netherlands Europe £134,634.44 826 8,462 £163.00 Norway Europe £105,696.30 551 5,127 £191.83 Poland Europe £88,393.36 287 21,765 £307.99 United Arab Emirates Asia £85,318.68 536 8,923 £159.18 Canada North America £79,673.12 340 2,386 £234.33 Greece Europe £68,412.39 456 4,162 £150.03 Czech Republic Europe £58,978.00 376 3,461 £156.86 Monaco Europe £57,308.49 61 1,150 £939.48 Singapore Asia £53,567.42 221 2,685 £242.39 Turkey Asia £11,573.88 106 498 £109.19 Engagement with the business
  12. 12. Where are the industry transactions happening?
  13. 13. Why Etsy? Etsy is a marketplace where people around the world connect, both online and offline, to make, sell and buy unique goods. Country Etsy Items Handmade Jewelry Canada 307581 Australia 125815 Italy 56347 Netherlands 31296 Turkey 28621 Portugal 11089 Sweden 11014 Belgium 7864 Denmark 6409 Finland 4710
  14. 14. 14 Evaluation of the potential markets Country Etsy items Branded search volume Non-branded search volume (In English) Revenue AOV Australia 125815 490 5938 £278,187.93 £205.46 Belgium 7864 457 2442 £208,031.60 £162.27 Canada 307581 273 13312 £79,529.14 £234.60 Denmark 6409 203 856 £157,079.62 £217.86 Finland 4710 169 812 £379,469.54 £402.41 Italy 56347 301 9739 £241,239.40 £158.71 Netherlands 31296 281 2063 £131,640.91 £160.93 Portugal 11089 351 1625 £174,664.48 £215.10 Sweden 11014 266 1177 £135,461.61 £146.92 Turkey 28621 260 2935 £11,573.88 £109.19 Country Etsy items Branded search volume Non-branded search volume (In English) Revenue AOV Australia 2 1 3 2 5 Belgium 8 2 5 4 6 Canada 1 6 1 9 2 Denmark 9 9 9 6 3 Finland 10 10 10 1 1 Italy 3 4 2 3 8 Netherlands 4 5 6 8 7 Portugal 6 3 7 5 4 Sweden 7 7 8 7 9 Turkey 5 8 4 10 10
  15. 15. | Countries overall ranking 15| Country Ranking Australia 1 Italy 2 Belgium 3 Portugal 4 Netherlands 5 Sweden 6 Canada 7 Finland 8 Turkey 9 Denmark 10
  16. 16. | 16| Key takeaways Check the data you have already available using the tools you have – Such as Google Analytics or your CRM system Research and explore the market volume of the products or services Check the data to assess the engagement with your existing clients Find industry potentials using non conventional tools
  17. 17. Translate or NOT translate your brand?
  18. 18. | 18| • Translation – Selecting the equivalent word in another language • Transcreation – Taking the concept from one language and recreating it into another There is no universal answer. Assessing the individual linguistic and cultural specifics is the key to make the best conclusions Translate, transcreate or just leave it as it is ?
  19. 19. | 19| • Pronunciation and spelling - Is your brand easy to spell and pronounce ? • Cultural barriers - Is your brand culturally acceptable? • Trademark and legal issues – Availability and domain name and trademark legislation Brand name translation 3 key factors
  20. 20. 20 • Pepsi's slogan "Pepsi Brings You Back to Life" was launched in China as "Pepsi Brings You Back from the Grave." • Colgate launched toothpaste in France named "Cue" which is also the name of a French adult magazine • Ford, when marketing their new car Pinto in Brazil The term in Brazilian Portuguese means "tiny male genitals.“ • Starbucks sales of their “Gingerbread Latte took off in Germany only after it was translated it as Lebkuchen Latte.“ Even big brands can get it wrong !
  21. 21. Do you need to localise when entering an English speaking country?
  22. 22. 22 o Spelling o Vocabulary o 4,000 words in use in the US that aren’t used in the UK “Two nations divided by a common language.” British English vs American English
  23. 23. 23 o Asos translates many of their product categories for local market o There are difference for US and UK version o Asos allows the country and currency to be independently selected and store the language currency setting o Asos offers different payment methods depending on the user specified country British English vs American English
  24. 24. Keyword Planner Search volume in the UK vs US Keyword UK US Jumper 27,100 60,500 Sweater 6,600 74,000 Keyword UK US Pyjamas 40,500 5,400 Pajamas 18,100 74,000
  25. 25. | Key takeaways Research the linguistic and cultural specific for the country you would like to target Gain local knowledge Localise for English speaking countries
  26. 26. THANK YOU! ANY QUESTIONS? uk.linkedin.com/in/barbarabazzoli barbara.bazzoli@webcertain.com For more, go to our Know-How platform: www.webcertain.com See our e-learning course to find useful material – Free subscription Website : https://webcertain.com/site/kblist @BazzoliB

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