Getting Tactical with LATAM Digital Marketing
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In my #searchfest presentation in 2015 I went deep into tactics that will help companies be successful when marketing to Spanish speakers
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Getting Tactical with LATAM Digital Marketing
- 2. #searchfest @zephsnapp HOW MOST PEOPLE FEELABOUT INTERNATIONAL
- 3. #searchfest @zephsnapp HOW I FEEL ABOUT INTERNATIONAL
- 4. CHOOSE A LANGUAGE #searchfest @zephsnapp
- 5. YOU’RE ALREADYIN THE US MARKET #searchfest @zephsnapp
- 6. 12.89% 5 YEARS AND OVER SPEAK SPANISH AT HOME #searchfest @zephsnapp
- 7. 6.15% OF WORLD SPEAKS SPANISH 2ND MOST SPOKEN IN THE WORLD @zephsnapp
- 8. 176.3 MMINTERNET USERS INLATAM #searchfest @zephsnapp
- 9. LATAM INTERNET USERS HAVE GROWN 17% INTHE LAS YEAR #searchfest @zephsnapp
- 10. LATAM USERS SPEND 21.7 HRS PER MONTH ONLINE #searchfest @zephsnapp
- 13. LET’S GET STARTED! #searchfest @zephsnapp
- 14. CHECK USERS BROWSERS IN GA #searchfest @zephsnapp
- 15. CHECK COUNTRYIN GA #searchfest @zephsnapp
- 17. START WITH ORIGINAL ENGLISH KEYWORD RESEARCH #searchfest @zephsnapp
- 18. ID THE EXISTING ENTITIES ON YOUR SITE #searchfest @zephsnapp
- 22. TRANSLATE KEYWORDS EXAMPLE Buy a house = Comprar una casa #searchfest @zephsnapp
- 23. ÜBERSUGGEST
- 26. #searchfest
- 30. GOOGLE TRENDS BY REGION #searchfest @zephsnapp
- 31. GOOGLE TRENDS FOR CITIES
- 32. YOU CANFIND ADDITIONALKEYWORDS #searchfest @zephsnapp
- 33. FINDOFFICIALSYNONYMS Comprar (Buy) Casa (House) #searchfest @zephsnapp
- 35. VERIFY CORRECT CONTEXTUAL USAGE #searchfest @zephsnapp
- 37. LINK KEYWORDS TO ACTION Comprar Casa Adquirir Domicilio Obtener Hogar Conseguir Vivienda Mercar Morada Comerciar Residencia Piso Habitación Cantón Caleta #searchfest @zephsnapp
- 38. • Adquirir domicilio • Adquirir hogar • Adquirir vivienda • Adquirir morada • Adquirir residencia • Adquirir piso • Adquirir habitación • Adquirir Cantón • Adquirir Caleta • Obtener domicilio • Obtener hogar • Obtener vivienda • Obtener morada • Obtener residencia • Obtener piso • Obtener habitación • Obtener Cantón • Obtener Caleta CREATE KEYWORD LIST #searchfest @zephsnapp
- 39. PUTTHEM IN THE ADWORDSTOOL
- 40. GET AVERAGE SEARCH VOLUME
- 43. ccTLDs PRO: Ideal if you have a physical locationand/or uniqueofferings in eachcountry CON: Start over from DAperspective #searchfest @zephsnapp
- 44. YOU DON’TNEED CCTLD’S TO RANK
- 45. SUBDOMAIN PRO: Great to promote aspecific product or service. Also can provide securitybenefits CON: Less DApassthrough #searchfest @zephsnapp
- 46. SUBFOLDER PRO: FullDA passthrough CON: Might have to take additional securityprecautions if you shareinformation. #searchfest @zephsnapp
- 47. HREFLANG IS FORCONTRIES, RARELY FOR LANGUAGE #searchfest @zephsnapp
- 50. HREFLANG INTHE HEADER In the HTML <head>section add: <linkrel="alternate"hreflang="es"href="http://es.example.com/"/> #searchfest @zephsnapp
- 51. HREFLANG INTHE HTTP HEADER If you publishnon-HTMLfiles (like PDFs): Link:<http://es.example.com/>;rel="alternate";hreflang="es"/> #searchfest @zephsnapp
- 52. HREFLANG INTHE SITEMAP Insidethe sitemap.xml <url> <loc>http://http://alturainteractive.com/</loc> <xhtml:linkrel="alternate"hreflang="es“ href="http://alturainteractive.com/es/"/> </url>
- 53. HREFLANG FORWORDPRESS XML Sitemap & Google News feeds https://wordpress.org/plugins/xml-sitemap-feed/ #searchfest @zephsnapp
- 54. TREAD CAREFULLY, DON'T GET THE COUNTRY CODE WRONG #searchfest @zephsnapp
- 58. TRANSLATING YOUR SITE #searchfest @zephsnapp
- 59. STYLE GUIDES
- 60. HOW ARE YOU GOING TO ADDRESS LATAM USERS? #searchfest @zephsnapp
- 61. USTED & TÚ BYAGE #searchfest @zephsnapp
- 62. USTED & TÚBY COUNTRY
- 63. HOW AREYOU GOING TO TRANSLATE? Machine translation Machine learning Crowdsourcing Freelancers Marketing Agency #searchfest @zephsnapp
- 65. MACHINE LEARNING TRANSLATIONS Cheap PROS #searchfest @zephsnapp
- 67. CROWDSOURCING Ubuntu did it. Is your Community big enough?
- 69. FREELANCERS It’sa crapshoot. One translatormightdo adecent job, butmightnot get the tone of your productcopy. CONS
- 70. MARKETING AGENCY Marketers know how to sell Translators don’t #searchfest @zephsnapp
- 71. LOBARATOSALECARO
- 72. WHATARE YOUGOING TOTRANSLATE? URL’s Content APP Social Media PPC #searchfest @zephsnapp
- 74. NOT TRANSLATED
- 75. TRANSLATED
- 78. RESEARCH YOUR PERSONAS IN OTHER COUNTRIES #searchfest @zephsnapp
- 79. MONTHLY VIDEO VIEWERS #searchfest @zephsnapp
- 80. #searchfest @zephsnapp MONTHLY YOUTUBE STATS (LATAM)
- 81. GO TO YOUR ANALYTICS & SELECT YOUR PAGES
- 85. MOST SUCCESSFUL PIECES #searchfest @zephsnapp
- 87. VIDEO INVENTORY: SUBTITLING FTW! #searchfest @zephsnapp
- 90. EL 95% OF INTERNETUSERS ARE ON SOCIAL MEDIA #searchfest @zephsnapp
- 91. FACEBOOK IS NUMBER 1 …IT AIN’T CLOSE #searchfest @zephsnapp
- 94. TRANSLATE EXISTING CAMPAIGNS #searchfest @zephsnapp
- 95. SOCIAL MEDIA IS IMPORTANT IN LATAM PAID SOCIAL SHOULD BE ON YOUR LIST! #searchfest @zephsnapp
- 96. FACEBOOK Share big content pieces, blog posts with great images on the timeline #searchfest @zephsnapp
- 97. FACEBOOK Ads on the right… can actually produce results #searchfest @zephsnapp
- 98. TWITTER Videos are most successful for paid posts #searchfest @zephsnapp
- 100. PROSPECTING
- 101. QUALIFICATION
- 103. LINKS BY LANGUAGE NOT BY COUNTRY
- 104. REACH OUT
- 105. PERSONALIZE
- 106. CONTACT FINDER
- 107. CONTACT FORMS
- 110. CREDITS 1. https://www.flickr.com/photos/mintakastar/5780062832 2. https://www.flickr.com/photos/dalager/456909035 3. https://www.flickr.com/photos/stickkim/6951309581 4. https://www.flickr.com/photos/wwarby/11513424364 5. http://es.wikipedia.org/wiki/Distribuci%C3%B3n_geogr%C3%A1fic a_del_idioma_espa%C3%B1ol 6. http://www.comscore.com/Insights/Presentations-and- Whitepapers/2014/2014-LATAM-Digital-Future-in-Focus 7. https://www.flickr.com/photos/orphanjones/2181251349 8. https://www.flickr.com/photos/124481497@N05/15807932302 9. https://www.flickr.com/photos/ashengrove/2158786050 10. https://www.flickr.com/photos/petitshoo/513329272
- 111. CREDITS 1. https://www.flickr.com/photos/elcamino73/6928550098 2. https://www.flickr.com/photos/bortescristian/833426359 5/ 3. https://www.flickr.com/photos/theloushe/4293692019 4. https://www.flickr.com/photos/rastafabi/490403800 5. https://www.flickr.com/photos/realeyez/506773807 6. https://www.flickr.com/photos/snugglepup/3544879722 7. https://www.flickr.com/photos/unloveable/2399932549 8. https://www.flickr.com/photos/bohman/11913623593/in /photostream/ 9. https://www.flickr.com/photos/st3f4n/4252110454 10. https://www.flickr.com/photos/theloushe/4293692019
- 112. CREDITS 1. https://www.flickr.com/photos/benstephenson/27298596 2. https://www.flickr.com/photos/ntr23/4857916442 3. https://www.flickr.com/photos/11263807@N04/7681499 402 4. https://www.flickr.com/photos/jesidangerously/51337819 42 5. https://www.flickr.com/photos/wbeem/5763532510 6. https://www.flickr.com/photos/mujitra/8839551224 7. https://www.flickr.com/photos/rolfek/7986880631/ 8. https://www.flickr.com/photos/myklroventine/358445996 0