Beyond .co.uk - My presentation to B2BM's annual conference 1 November 2012

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My workshop presentation on taking your internet marketing international - given to B2B Marketing's annual conference in London on 1st November 2012. In this presentation I assessed the shifting international landscape and the importance of going beyond English - considering the impact on websites, SEO, PPC and social media - and crucially laying some good examples and steps to systematically marketing better in-country markets.

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Beyond .co.uk - My presentation to B2BM's annual conference 1 November 2012

  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. Top million web dev • Reinforces view that English dominates • But in-country specific is on the rise! www.b2bmarketing.net@renepower
  8. 8. Relevance Visibility Perception Reality www.b2bmarketing.net@renepower
  9. 9. Good marketing embraces many challenges! Right Right Right Right person message time way www.b2bmarketing.net@renepower
  10. 10. 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
  11. 11. Good example of beyond .co.uk websites www.oceansprayitg.com www.b2bmarketing.net@renepower
  12. 12. 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
  13. 13. Local search www.b2bmarketing.net@renepower
  14. 14. Driving traffic www.b2bmarketing.net@renepower
  15. 15. 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
  16. 16. PPC still relevant • Global paid search advertising in growth1 • Global paid advertising mobile £5.8bn2 • Global paid search advertising £3.3bn • US/Europe 57%, Asia 36% and rising 1 http://www.marketingcharts.com/television/global-display-ad-spend-growth-forecast-to-outpace-paid-search- 22423/zenithoptimedia-global-online-ad-spend-2010-2014-june2012png/ 2 http://searchenginewatch.com/article/2182899/Global-Mobile-Search-Ad-Spend-Tops-3.2-Billion-in-2011 www.b2bmarketing.net@renepower
  17. 17. The international social challenge Using targeted in- Using the main Talking to the world country platforms platforms well in on the main for deeper regional English! platforms engagement www.b2bmarketing.net@renepower
  18. 18. Social media world map Brands can create multiple pages to target different geographies / languages Facebook available in 30 languages http://4.mshcdn.com/wp-content/uploads/2012/06/SocialNetworks.jpg www.b2bmarketing.net@renepower
  19. 19. Social media around the world RenRen – 160m users across China VK – 100m users across Russia Both surprisingly similar to Facebook! www.b2bmarketing.net@renepower
  20. 20. Linkedin worldwide People and brands can display data in different languages http://blog.monitor.us/2012/07/creating-ads-on-linkedin-part-1/ www.b2bmarketing.net@renepower
  21. 21. 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
  22. 22. Good examples https://www.facebook.com/SaintGobainWeberGmbH www.b2bmarketing.net@renepower
  23. 23. Takeaways Use in-country extensions like .cn .es. Use local servers Use Google geo-targeting Use UTF-8 compliant CMS/software for non latin characters Use one language per page Optimise for local engines, directories and links Don’t just translate sites, ads, content, social – make relevant to in-country markets! www.b2bmarketing.net@renepower
  24. 24. 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
  25. 25. Further reading • www.searchenginewatch.com • www.searchenginejournal.com • www.searchengineland.com www.b2bmarketing.net@renepower
  26. 26. 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

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