Gianluca Fiorelli's guide to international inbound marketing emphasizes the importance of creating an effective international strategy, including localization and understanding cultural differences. It outlines various inbound channels such as search, content, and social media, highlighting the need for data analytics and competitor analysis. The guide also warns against common mistakes in SEO practices like hreflang mismanagement, stressing the significance of localized content and community building for successful market entry.

1. Gianluca Fiorelli’s
Practical Guide To International
Inbound Marketing

2. Are you ready to conquer new
markets?

3. Then understand that we do not
live in a English world

4. 6,450,000,000

5. Business first

6. Globalization = People move

7. Globalization = Goods move

8. He obviously needs an
International Strategy

9. But he needs an
International Strategy too

10. Before thinking about marketing…
TECH
CONTENT
LOCALIZATION
LOGISTICS
PRICING
LAW

11. The Inbound channels
SEARCH
CONTENT
SOCIAL
ANALYTICS Inbound

12. The Inbound channels
Analytics

13. Use data to inform your decision
This first

14. Analyse your competitors - Search
(Similarweb)

15. Analyse your competitors - Social
(RivalIQ)

16. Analyse your competitors -
Referrals (Similarweb)

17. Multi-country or Multilingual?
Is Local a strategic asset for your business?
Yes No
Does exist justifiable
traffic/revenue from foreign
countries?
Yes No
MultilingualMulticountry

18. The Inbound channels
SEARCH

19. Optimize your main site 1st before
creating international versions

20. Dilemma - Multilingual
Ideal for businesses
with small resources
Ideal for businesses
with very very big
website/dbase (avoid
complexity)

21. Dilemma - Multi-Country
Better for geo-targeting.
Needs longer times
before success.
Only with Gtlds (can
geo-target).
Folders are synergic.
Only with Gtlds (can
geo-target).
Only in case of great
complexities.

22. Do not be silly…

23. Don’t use same URL via scripts

24. Do not use parameters

25. Localize the URL!

26. Redirect via IP? User Browser?
Alert?

27. Hreflang: what Google says

28. Hreflang: tools

29. Mistake #1: Wrong ISO Code

30. Mistake #2: Inconsistent Hreflang

31. Mistake #3: Cross Canonical

32. Mistake #4: Cross Canonical

33. Mistake #5: No Reciprocal Present

34. Hreflang: tools

35. Hreflang: tools

36. HTML Lang & Content Language
W3C

37. Geotarget in GSC & BWT

38. Localize your Structured Data

39. Use Proxies, Hide My Ass or I
Search From

40. The Inbound channels
Content

41. The Inbound channels
ANALYTICS CONTENT

42. Content is where 80% of sites fail

43. Content for International Marketing:
Localization, not Translation

44. Localize your template

45. Mercadolivre pt-BR & pt-PT
1
1
2
2
3
3
4
4
5
5

46. Not only “words”, but “interests” too

47. Content is about Culture

48. HOFSTEDE’S DIMENSIONS
1 POWER DISTANCE
2 INDIVIDUALISM VS COLLECTIVISM
3 MASCULINITY vs FEMININITY
4 UNCERTAINTY vs AVOIDANCE
5 LONG- vs SHORT-TERM ORIENTATION
6 INDULGENCE vs RESTRAINT

49. Wildberries.ru
Essential
Menu
Simple
Images
Offer First
Russians refuse Uncertainty

50. Ellos.se
Swedish do not care

51. BUZZSUMO PRO
“TRENDING NOW”
Discover what content people like

52. Discover what content people like

53. Discover what content people like
TRENDSMAP PRO
TOPICS SEARCH

54. On Site Content
SEO
CONTE
NT
ANALYT
ICS

55. Relevance and Intention
Suggest
Keyword Research - Process
Competitors Native
Volume, Trends, Seasonality
Actual Rankings & Content
Goals & KPIs
Prioritizing

56. More here: http://itseo.org/iomozcon

57. Analyse competitiveness

58. Say NO to automatic translations

59. Invest in local/native support

60. Amplification
SEO
CONTE
NT
SOCIAL

61. Geo-Targeted Link Earning

62. Competitors & KW Visibility -
SEMrush

63. Remember? Competitor Analysis
(Similarweb)

64. Analyse their link profiles

65. Verify if their popularity is real
CognitiveSEO

66. Discover what content is shared

67. Highest impact content
Buzzsumo Pro

68. Discover Local Influencers
Klear

69. Discover Local Influencers
Impactana

70. Invest in local/native support, again

71. Community Building
SOCIAL

72. Globalization? No!
GLOCALIZATION

73. Monitor and confront

74. Facebook
Relation between Industry/Fans

75. Facebook
Fans Evolution per Country

76. Facebook
Medium Posts per Country

77. Post Formats per Country

78. Post “Nature” per Country

79. Italy > Glycaemic Society

80. UK: Fun Committed Gamblers

81. France: Visual & Verbose

82. Germany: Squared Punkies

83. Spain?

84. A Society In Distress

85. Remember: Glocalization

86. Twitter
Top Brands Followers Evolution

87. Twitter
Medium Tweets x Country

88. The German case

89. The Spanish case
1 2
3

90. The Spanish case

91. Do not forget Whatsapp

92. Now you are ready to conquer new
markets

93. Go raibh maith agaibh

94. Links
International SEOROI Calculator: http://itseo.org/intlseoroi
Similarweb: http://www.similarweb.com/
RivalIQ: https://www.rivaliq.com/
International SEOChecklist: https://moz.com/blog/the-international-seo-checklist
Google Hreflang Page: https://support.google.com/webmasters/answer/189077?hl=en
Flang: http://flang.dejanseo.com.au/
Hreflang Generator: http://www.internationalseomap.com/hreflang-tags-generator/
Hreflang Sitemap XMLtool: http://www.themediaflow.com/tool_hreflang.php
Auditing Hreflang Annotations: http://searchengineland.com/auditing-hreflang-annotations-common-issues-avoid-219483
Deepcrawl: https://www.deepcrawl.com/
OnPage.org: https://en.onpage.org/
Screaming Frog SEOSpider: http://www.screamingfrog.co.uk/seo-spider/
HideMyAss: https://www.hidemyass.com
I Search From: http://isearchfrom.com/
Culturability. Is your website alienating half your audience?: http://itseo.org/nanahai
Buzzsumo: http://buzzsumo.com/
Topsy: http://topsy.com/
Trendsmap: http://trendsmap.com/
Gianluca Fiorelli’s very practical guide to keyword and topical research: http://itseo.org/iomozcon
Moz Keyword Difficulty Tool: https://moz.com/products
Semrush: http://www.semrush.com/
Majestic: https://majestic.com/
Open Site Explorer: https://moz.com/researchtools/ose/
CognitiveSEO: http://cognitiveseo.com/
Social Crawlytis: https://socialcrawlytics.com/
Klear: http://www.klear.com
Impactana: http://www.impactana.com/
Socialbakers Regional Reports: http://www.socialbakers.com/resources/reports/regional/
We Are Social – Digital, Social & Mobile in 2015: http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015