3 Steps to Establish a Successful International Digital Marketing Process #MNSearch #MNSummit

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Tips, Criteria, Tools & Process to establish a successful International online marketing process

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3 Steps to Establish a Successful International Digital Marketing Process #MNSearch #MNSummit

  1. 1. #internationalstrategy for #mnsummit by @aleyda from @orainti How to Effectively Establish & Run a Successful International Digital Marketing Strategy
  2. 2. #internationalstrategy for #mnsummit by @aleyda from @orainti HELLO #MNSUMMIT #internationalstrategy for #mnsummit by @aleyda from @orainti
  3. 3. #internationalstrategy for #mnsummit by @aleyda from @orainti SPEAKER BLOGGER SHARER @aleyda +aleydasolis SEO I’M ALEYDA SOLIS #internationalstrategy for #mnsummit by @aleyda from @orainti
  4. 4. #internationalstrategy for #mnsummit by @aleyda from @orainti GOING INTERNATIONAL MIGHT BE KEY TO EXPAND YOUR ONLINE BUSINESSES BUT CAN BE COMPLEX
  5. 5. #internationalstrategy for #mnsummit by @aleyda from @orainti WHICH COUNTRY OR LANGUAGE SHOULD YOU TARGET?
  6. 6. #internationalstrategy for #mnsummit by @aleyda from @orainti HOW DO YOU CONNECT WITH YOUR NEW AUDIENCE?
  7. 7. #internationalstrategy for #mnsummit by @aleyda from @orainti HOW DO YOU DO IF YOU DON’T SPEAK THE LANGUAGE?
  8. 8. #internationalstrategy for #mnsummit by @aleyda from @orainti HOW DO YOU IDENTIFY YOUR LOCAL COMPETITORS?
  9. 9. #internationalstrategy for #mnsummit by @aleyda from @orainti WHICH WEB PLATFORMS ARE POPULAR TO TARGET?
  10. 10. #internationalstrategy for #mnsummit by @aleyda from @orainti STEPS TO ESTABLISH A SUCCESSFUL INTERNATIONAL DIGITAL STRATEGY 3
  11. 11. #internationalstrategy for #mnsummit by @aleyda from @orainti 1 START BY VALIDATING THE POTENTIAL TRAFFIC & PROFITABILITY OF YOUR VIABLE INTERNATIONAL MARKETS
  12. 12. #internationalstrategy for #mnsummit by @aleyda from @orainti THE GOAL IS TO MAKE YOUR INTERNATIONAL WEB PRESENCE PROFITABLE
  13. 13. #internationalstrategy for #mnsummit by @aleyda from @orainti VALIDATE YOUR COMPANY’S INTERNATIONAL WEB OPERATIONS VIABILITY FROM A BUSINESS PERSPECTIVE Geography, cultural & Language
 Factors Pricing & 
 Currency 
 Factors
 Web 
 Goal Business Model Company 
 Operations
 Web Content & Development
  14. 14. #internationalstrategy for #mnsummit by @aleyda from @orainti IDENTIFY YOUR CURRENT SITE BEST 
 PERFORMING COUNTRIES AND LANGUAGES which are the top countries & languages from a traffic & conversions perspective?
  15. 15. #internationalstrategy for #mnsummit by @aleyda from @orainti ANALYZE YOUR CURRENT INTERNATIONAL TRAFFIC BEHAVIOR PER CHANNEL which are the top countries & languages from a traffic & conversions perspective?
  16. 16. #internationalstrategy for #mnsummit by @aleyda from @orainti AS WELL AS YOUR YOUR ORGANIC SEARCH VISIBILITY 
 PER COUNTRY
  17. 17. #internationalstrategy for #mnsummit by @aleyda from @orainti CHECK WHICH ARE THE TOP CURRENT INTERNATIONAL MARKETS FOR YOUR COMPETITORS
  18. 18. #internationalstrategy for #mnsummit by @aleyda from @orainti AND THE OVERALL TOP COUNTRY MARKETS 
 FOR YOUR INDUSTRY
  19. 19. #internationalstrategy for #mnsummit by @aleyda from @orainti YOU CAN NOW CHOOSE THOSE TOP INTERNATIONAL 
 COUNTRY & LANGUAGE MARKETS TO ASSESS Referrers Seasonality & Trend Traffic 
 volume per Channel Search Engines
 Devices Competitors Social Networks Keywords
  20. 20. #internationalstrategy for #mnsummit by @aleyda from @orainti IDENTIFY THE POTENTIAL TRAFFIC PER CHANNEL FOR 
 EACH COUNTRY
  21. 21. #internationalstrategy for #mnsummit by @aleyda from @orainti YOUR MOBILE TRAFFIC, SEASONALITY & TREND
  22. 22. #internationalstrategy for #mnsummit by @aleyda from @orainti … THE MORE SOURCES YOU USE TO VALIDATE, THE BEST!
  23. 23. #internationalstrategy for #mnsummit by @aleyda from @orainti VERIFY IF THERE’S ENOUGH TRAFFIC TO ESTABLISH PROFITABLE WEB OPERATIONS Cost of international Web projectNumber of Conversions for
 a break-even Average conversion value = No. of Conversions for Break-evenNumber of 
 visits for a 
 break-even Average Conversion Rate =
  24. 24. #internationalstrategy for #mnsummit by @aleyda from @orainti USE THE INTERNATIONAL ROI CALCULATOR TO MAKE IT EVEN EASIER http://www.internationalseomap.com/roi-calculator/
  25. 25. #internationalstrategy for #mnsummit by @aleyda from @orainti IT’S TIME TO MAKE A DECISION REGARDING THE INTERNATIONAL MARKETS TO TARGET >Your International traffic potential Visits & Conversions for a break-even Yes No Continue with the international Web & SEO project Might be too early Buy & secure your ccTLDs for future activity For most important countries Create custom 
 alerts in GA Create a pilot project prioritizing main pages
  26. 26. #internationalstrategy for #mnsummit by @aleyda from @orainti NEVER RELY EXCLUSIVELY IN AUTOMATIZED TOOLS TO DO THIS FOR YOU… YOU NEED TO VALIDATE!
  27. 27. #internationalstrategy for #mnsummit by @aleyda from @orainti USE TRANSLATION SUPPORT TOOLS ALONG TRANSLATORS OR NATIVE SPECIALIZED SPEAKERS
  28. 28. #internationalstrategy for #mnsummit by @aleyda from @orainti BE AWARE THAT THEY WILL BE REQUIRED FOR THE ON- GOING ONLINE MARKETING PROCESS KEYWORD RESEARCH CONTENT DEVELOPMENT SOCIAL & COMMUNITY MANAGEMENT ADS & CAMPAIGNS SUPPORT CUSTOMER SUPPORT
  29. 29. #internationalstrategy for #mnsummit by @aleyda from @orainti BY TAKING ALL THESE CRITERIA INTO CONSIDERATION YOU’LL HAVE HIGHER CHANCES OF ESTABLISHING A PROFITABLE INTERNATIONAL WEB PRESENCE
  30. 30. #internationalstrategy for #mnsummit by @aleyda from @orainti 2 ESTABLISH YOUR INTERNATIONAL TARGETING & 
 OPTIMIZE YOUR ONLINE EXPERIENCE FOR IT
  31. 31. #internationalstrategy for #mnsummit by @aleyda from @orainti THE GOAL IS TO EFFECTIVELY TARGET YOUR WEB PRESENCE TO YOUR INTERNATIONAL AUDIENCE
  32. 32. #internationalstrategy for #mnsummit by @aleyda from @orainti SHOULD YOU TARGET COUNTRIES OR LANGUAGES 
 WITH YOUR WEB PRESENCE? Is location a factor that influence your Web operations? Yes No Is there enough traffic & conversions to target each country? Language Targeting Yes No Country Targeting You can start with
  33. 33. #internationalstrategy for #mnsummit by @aleyda from @orainti HERE’S A LANGUAGE VS. COUNTRY TARGETING EXAMPLE VS
  34. 34. #internationalstrategy for #mnsummit by @aleyda from @orainti CHOOSE YOUR INTERNATIONAL WEB STRUCTURE ACCORDING TO YOUR TARGETING & COMPETITORS ccTLDs Sub-Directories Sub-Domains
  35. 35. #internationalstrategy for #mnsummit by @aleyda from @orainti WARNING! DON’T USE PARAMETERS TO ENABLE THEM
  36. 36. #internationalstrategy for #mnsummit by @aleyda from @orainti BEWARE OF USING COOKIES OR SCRIPTS SHOWING DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE In Spanish In English
  37. 37. #internationalstrategy for #mnsummit by @aleyda from @orainti BEWARE OF USING COOKIES OR SCRIPTS SHOWING DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE In Spanish In English
  38. 38. #internationalstrategy for #mnsummit by @aleyda from @orainti FOR COUNTRY TARGETING ccTLDs www.yourbrand.es www.yourbrand.es/categoria-a/ Sub-directories www.yourbrand.com/es-es/ www.yourbrand.com/es-es/categoria-a/ Sub-domains es-es.yourbrand.com/ es-es.yourbrand.com/categoria-a/
  39. 39. #internationalstrategy for #mnsummit by @aleyda from @orainti * Ideal alternative to geolocate if competition is not too high * Require more technical resources * Require more efforts to grow popularity * Require less technical resources * Require less efforts to grow popularity
 * More chances to get all versions penalized if something goes bad * More efforts to geolocate * Require more technical resources * Require more efforts to grow popularity * Better than sub-directories to organize larger & more complex sites
 * More efforts to geolocate ccTLDs Sub-directories Sub-domains FOR COUNTRY TARGETING
  40. 40. #internationalstrategy for #mnsummit by @aleyda from @orainti VERIFY WHICH EXTENSIONS ARE TREATED AS GENERIC https://support.google.com/webmasters/answer/1347922?hl=en
  41. 41. #internationalstrategy for #mnsummit by @aleyda from @orainti IF YOU’RE USING SUB-DIRECTORIES OR SUB-DOMAINS TO COUNTRY TARGET, REGISTER & GEOLOCATE THEM
  42. 42. #internationalstrategy for #mnsummit by @aleyda from @orainti FOR LANGUAGE TARGETING Sub-directories www.yourbrand.com/es/ www.yourbrand.com/es/categoria-a/ Sub-domains es.yourbrand.com/ es.yourbrand.com/categoria-a/
  43. 43. #internationalstrategy for #mnsummit by @aleyda from @orainti FOR LANGUAGE TARGETING * Require less technical resources * Require less efforts to grow popularity
 * Deeper url structure * More chances to get all versions penalized if something goes bad * Require more technical resources * Require more efforts to grow popularity * shorter URL structure which can be better for larger sites Sub-directories Sub-domains
  44. 44. #internationalstrategy for #mnsummit by @aleyda from @orainti FOR EXAMPLE
  45. 45. #internationalstrategy for #mnsummit by @aleyda from @orainti BESIDES WEB STRUCTURES PROS & CONS, 
 VERIFY THE ONES USED BY THE TOP SITES OF THE MARKET
  46. 46. #internationalstrategy for #mnsummit by @aleyda from @orainti AND THE PAGES RANKING FOR THE MOST POPULAR TERMS YOU’LL NEED TO COMPETE WITH THEM! South African ccTLDs in Australian SERPs? And these Spanish ccTLDs in Argentinian SERPs? “CAR HIRE SOUTH AFRICA” FROM AUSTRALIA “COMPRAR IPHONE” FROM ARGENTINA
  47. 47. #internationalstrategy for #mnsummit by @aleyda from @orainti ONCE YOU CHOOSE YOUR TARGETING IT’S A MUST 
 TO BE CONSISTENT TO PROVIDE THE BEST EXPERIENCE
  48. 48. #internationalstrategy for #mnsummit by @aleyda from @orainti 1 2 3 4 7 Title & Meta Description URLs Phone, delivery info, currency Menu & navigation elements 5 Headings Price 6 Images ALT description LOCALIZE YOUR WEB CONTENT & OVERALL EXPERIENCE WITH THE TARGETED KEYWORDS & PRODUCTS
  49. 49. #internationalstrategy for #mnsummit by @aleyda from @orainti EVEN IF THEY’RE IN THE SAME LANGUAGE
  50. 50. #internationalstrategy for #mnsummit by @aleyda from @orainti ALSO FROM A DESIGN & BRANDING PERSPECTIVE VS
  51. 51. #internationalstrategy for #mnsummit by @aleyda from @orainti AS WELL AS INDICATING YOUR INTERNATIONAL TARGETING WITH THE META AND HTML LANG TAG http://bit.ly/binglang
  52. 52. #internationalstrategy for #mnsummit by @aleyda from @orainti AND WITH HREFLANG ANNOTATIONS!
  53. 53. #internationalstrategy for #mnsummit by @aleyda from @orainti http://bit.ly/googlehreflang BE CAREFUL WITH USING INCORRECT VALUES
  54. 54. #internationalstrategy for #mnsummit by @aleyda from @orainti INCLUDING NON-RELEVANT OR MISTAKEN URLS
  55. 55. #internationalstrategy for #mnsummit by @aleyda from @orainti OR NOT ADDING THE RETURN TAGS
  56. 56. #internationalstrategy for #mnsummit by @aleyda from @orainti http://bit.ly/hreflangsitemap YOU CAN ALSO INCLUDE HREFLANG IN SITEMAPS… BUT DO IT ONLY WHEN YOU CAN’T IN THE HTML
  57. 57. #internationalstrategy for #mnsummit by @aleyda from @orainti USE THE HREFLANG GENERATOR TO AVOID HREFLANG ERRORS www.internationalseomap.com/hreflang-tags-generator/
  58. 58. #internationalstrategy for #mnsummit by @aleyda from @orainti GOOGLE WEBMASTER TOOLS WILL WARN 
 ABOUT SOME OF THEM
  59. 59. #internationalstrategy for #mnsummit by @aleyda from @orainti www.screamingfrog.co.uk/seo-spider/ BUT YOU SHOULD VALIDATE YOURSELF BY USING 
 AN SEO CRAWLER THOUGH
  60. 60. #internationalstrategy for #mnsummit by @aleyda from @orainti onpage.org ONPAGE.ORG HAS ALSO AN IN-DEPTH INTERNATIONAL 
 & TRANSLATION REPORT
  61. 61. #internationalstrategy for #mnsummit by @aleyda from @orainti DON’T FORGET ABOUT THE URLS, ALTHOUGH BEWARE OF IDNS & NON-LATIN CHARACTERS IN URLS
  62. 62. #internationalstrategy for #mnsummit by @aleyda from @orainti DO THE SAME WITH ALL YOUR ONLINE PRESENCE! 
 NOT ONLY WITH YOUR SITE
  63. 63. #internationalstrategy for #mnsummit by @aleyda from @orainti EVEN IF IT’S NOT THAT STRAIGHT-FORWARD OR FREE…
  64. 64. #internationalstrategy for #mnsummit by @aleyda from @orainti THERE ARE ALWAYS WORK-AROUNDS
  65. 65. #internationalstrategy for #mnsummit by @aleyda from @orainti BE CAREFUL ON ASSUMING TOO MUCH ABOUT YOUR 
 USERS INTERNATIONAL TARGETING THOUGH…
  66. 66. #internationalstrategy for #mnsummit by @aleyda from @orainti IT’S BETTER TO SUGGEST YOUR INTERNATIONAL VERSIONS
  67. 67. #internationalstrategy for #mnsummit by @aleyda from @orainti REMEMBER THAT INTERSTITIALS ARE INTRUSIVE & 
 MIGHT CAUSE CRAWLING ISSUES TOO
  68. 68. #internationalstrategy for #mnsummit by @aleyda from @orainti IF YOU FOLLOW THESE TIPS YOU SHOULD BE ABLE TO EFFECTIVELY TARGET TO YOUR INTERNATIONAL AUDIENCE
  69. 69. #internationalstrategy for #mnsummit by @aleyda from @orainti 3 UNDERSTAND & INCREASE YOUR POPULARITY 
 AMONG YOUR INTERNATIONAL AUDIENCE
  70. 70. #internationalstrategy for #mnsummit by @aleyda from @orainti THE GOAL IS TO CONNECT WITH YOUR INTERNATIONAL AUDIENCE AND GROW YOUR AUTHORITY
  71. 71. #internationalstrategy for #mnsummit by @aleyda from @orainti START BY IDENTIFYING TOP SOCIAL NETWORKS, ORGANIC & PAID SEARCH TRAFFIC SOURCES & TRAFFIC REFERRERS
  72. 72. #internationalstrategy for #mnsummit by @aleyda from @orainti RELEVANT COMPETITORS & KEYWORDS USED AMONG YOUR AUDIENCE
  73. 73. #internationalstrategy for #mnsummit by @aleyda from @orainti POPULAR ORGANIC SEARCH TERMS TREND &
 COMPETITION LEVEL OVER TIME
  74. 74. #internationalstrategy for #mnsummit by @aleyda from @orainti WHICH ARE THE MOST LINKED PAGES (AND CONTENT) OF YOUR COMPETITORS…
  75. 75. #internationalstrategy for #mnsummit by @aleyda from @orainti THE MOST POPULAR AND HIGHLY SHARED TOPICS, IDENTIFYING WHERE AND WHO SHARED THEM
  76. 76. #internationalstrategy for #mnsummit by @aleyda from @orainti AS WELL AS THE CONTENT CHARACTERISTICS PER NETWORK
  77. 77. #internationalstrategy for #mnsummit by @aleyda from @orainti WHICH ARE THE RELEVANT & AUTHORITATIVE SITES THAT YOU CAN OUTREACH PER COUNTRY & LANGUAGE
  78. 78. #internationalstrategy for #mnsummit by @aleyda from @orainti POPULAR TOPICS & KEYWORDS TRAFFIC CHANNELS CHARACTERISTICS AUDIENCE SHARE AND SEARCH BEHAVIOR LOCAL INFLUENCERS & TOP REFERRERS WITH ALL THIS YOU CAN ESTABLISH A CONTENT, SOCIAL & LINK BUILDING STRATEGY FOR YOUR TARGET MARKETS POPULAR CONTENT CHARACTERISTICS LOCAL COMPETITORS PROFILE
  79. 79. #internationalstrategy for #mnsummit by @aleyda from @orainti BY BECOMING A REAL LOCAL PLAYER!
  80. 80. #internationalstrategy for #mnsummit by @aleyda from @orainti WITH INCREASING AND ULTIMATELY, PROFITABLE RESULTS
  81. 81. #internationalstrategy for #mnsummit by @aleyda from @orainti THANKS! DO YOU HAVE ANY QUESTIONS? NOW IS YOUR TIME

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