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No Deal to New Deals -
How to Navigate Brexit and Win New Business
Norma Foster & Claire Snowdon, Directors, I-CAN Global Ltd
Ten Top Tips
1. People Buy From People That They Trust
2. Put Yourself in Your Customer’s Shoes
3. Think Global Act Local
4. Easy to Find, Easy to Contact, Easy to do Business With
5. Speak to Clients in Their Local Language and Keywords
6. 3-Step Website Strategy
7. Country or Language Focus?
8. Use a .com or Generic Top Level Domain
9. Use the Power of Local Testimonials, Visuals and Story
10. Prepare to Plan
People buy from people…
…. that they trust!
Source: Matrix 42
Put yourself in…
… your customers shoes.
© Licensed for use
for UKTI ECR
7
Export Communications Review
12
Top Ten Internet Languages
Source: Internet World Stats www.internetworldstats.com/stats7.htm Copyright © 2017 Miniwatts Marketing Group
• Reduce volume of content
• Keep sentences short
• Simplify the language
– e.g. staff not human resources
• Avoid jargon, acronyms, slang & “insider talk”
• Provide visual support when possible
• Use bullets, underlining and bold
• Don’t make assumptions – check for
understanding
Global English - 7 key changes
14
Do I include languages?
• 70% of online searches are not in English
(source: Oban Multilingual)
• Customers are four times more likely to buy from
a website in their own language
(source: IDC)
• Visitors stay twice as long if a website is in their
own language
(source: Forrester Research)
• 90% of European internet users visit local
language websites
(source: EU EuroBarometer)
Willi Brand
“If I’m selling to you, I speak your
language
If I’m buying, dann muessen Sie
Deutsch sprechen”
20
1. UK Website 3. Act Local2. Think Global
Optimise → local content / languages
UK
website
in UK
English
International
pages or
Website
Country
pages
Language
pages
Local
Website
Your 3 Step International Web
Strategy
Optimise → UK English Optimise → Global English
Local
Domain
Local
Contacts
& Links
Strategy
Who is the
customer?
Language Based
or Country Based
http://www.Tetley.com
Secure the .com
(or a generic Top Level
Domain)
18/10/2019
25
26
18/10/2019
27
http://www.tetley.pl
http://www.tetleyusa.com
Preparation
Implementation + Measuring
Time
Effort
Ten Top Tips
1. People Buy From People That They Trust
2. Put Yourself in Your Customer’s Shoes
3. Think Global Act Local
4. Easy to Find, Easy to Contact, Easy to do Business With
5. Speak to Clients in Their Local Language and Keywords
6. 3-Step Website Strategy
7. Country or Language Focus?
8. Use a .com or Generic Top Level Domain
9. Use the Power of Local Testimonials, Visuals and Story
10. Prepare to Plan
No Deal to New Deals -
How to Navigate Brexit and Win New Business
Norma Foster & Claire Snowdon, Directors, I-CAN Global Ltd

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No Deal to New Deals I-Can Presentation

  • 1. No Deal to New Deals - How to Navigate Brexit and Win New Business Norma Foster & Claire Snowdon, Directors, I-CAN Global Ltd
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  • 3. Ten Top Tips 1. People Buy From People That They Trust 2. Put Yourself in Your Customer’s Shoes 3. Think Global Act Local 4. Easy to Find, Easy to Contact, Easy to do Business With 5. Speak to Clients in Their Local Language and Keywords 6. 3-Step Website Strategy 7. Country or Language Focus? 8. Use a .com or Generic Top Level Domain 9. Use the Power of Local Testimonials, Visuals and Story 10. Prepare to Plan
  • 4. People buy from people… …. that they trust!
  • 6. Put yourself in… … your customers shoes.
  • 7. © Licensed for use for UKTI ECR 7
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  • 12. 12 Top Ten Internet Languages Source: Internet World Stats www.internetworldstats.com/stats7.htm Copyright © 2017 Miniwatts Marketing Group
  • 13. • Reduce volume of content • Keep sentences short • Simplify the language – e.g. staff not human resources • Avoid jargon, acronyms, slang & “insider talk” • Provide visual support when possible • Use bullets, underlining and bold • Don’t make assumptions – check for understanding Global English - 7 key changes
  • 14. 14 Do I include languages? • 70% of online searches are not in English (source: Oban Multilingual) • Customers are four times more likely to buy from a website in their own language (source: IDC) • Visitors stay twice as long if a website is in their own language (source: Forrester Research) • 90% of European internet users visit local language websites (source: EU EuroBarometer)
  • 15. Willi Brand “If I’m selling to you, I speak your language If I’m buying, dann muessen Sie Deutsch sprechen”
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  • 20. 20 1. UK Website 3. Act Local2. Think Global Optimise → local content / languages UK website in UK English International pages or Website Country pages Language pages Local Website Your 3 Step International Web Strategy Optimise → UK English Optimise → Global English Local Domain Local Contacts & Links
  • 21. Strategy Who is the customer? Language Based or Country Based
  • 23. Secure the .com (or a generic Top Level Domain)
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  • 40. Ten Top Tips 1. People Buy From People That They Trust 2. Put Yourself in Your Customer’s Shoes 3. Think Global Act Local 4. Easy to Find, Easy to Contact, Easy to do Business With 5. Speak to Clients in Their Local Language and Keywords 6. 3-Step Website Strategy 7. Country or Language Focus? 8. Use a .com or Generic Top Level Domain 9. Use the Power of Local Testimonials, Visuals and Story 10. Prepare to Plan
  • 41. No Deal to New Deals - How to Navigate Brexit and Win New Business Norma Foster & Claire Snowdon, Directors, I-CAN Global Ltd