Taking your website global 10 23-2013


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  • Taking your website global 10 23-2013

    1. 1. Welcome! Taking Your Website Global October 23, 2013
    2. 2. Seminar Agenda • Welcome and introductions • The importance of an exporting strategy – Roxanne Baumann, Director of Global Engagement – WMEP • Maximizing your global web marketing success – Shane Fell, Top Floor Technologies • Wrap-up / questions and answers www.topfloortech.com @topfloortech @shanemfell
    3. 3. Introductions www.topfloortech.com @topfloortech @shanemfell
    4. 4. A Brief Introduction to Top Floor Technologies www.topfloortech.com @topfloortech @shanemfell
    5. 5. Top Floor Technologies Introduction • Website Design & Development • Search Engine Marketing • Web Analytics & Conversion Improvement • Internet Marketing Education www.topfloortech.com @topfloortech @shanemfell
    6. 6. Getting the Most From Today’s Seminar Write down 3 learning points that you will begin putting into action within the next two weeks. Then – follow through. www.topfloortech.com @topfloortech @shanemfell
    7. 7. Roxanne Baumann Director of Global Engagement - WMEP www.topfloortech.com @topfloortech @shanemfell
    8. 8. www.topfloortech.com @topfloortech @shanemfell
    9. 9. 5 Mistakes Companies Make When Going Global with Their Websites 1. Using poor quality translation. 2. Not adjusting for different sized text areas. 3. Not accounting for the global prominence of mobile website use. 4. Assuming a direct translation of keyword phrases is enough for global search engine optimization. 5. Taking a substandard website and pushing it out to the rest of the world. www.topfloortech.com @topfloortech @shanemfell
    10. 10. Setting the Foundation An Overview of Internet Marketing Fundamentals www.topfloortech.com @topfloortech @shanemfell
    11. 11. The Impact of Internet Technologies on Marketing www.topfloortech.com @topfloortech @shanemfell
    12. 12. Your Website is at the Core Search Engine Marketing Public Relations (online & offline) Tradeshows Promotions and Campaigns Your Website Direct Marketing (online & offline) Direct Sales Print Advertising www.topfloortech.com @topfloortech @shanemfell Social Media
    13. 13. Setting Goals – start at the top Two things you can do to improve the results of your Website Drive more qualified users to your Website 1 www.topfloortech.com @topfloortech @shanemfell Convert a higher % of users into opportunities 2
    14. 14. Website Success Formula Website visits www.topfloortech.com @topfloortech @shanemfell Conversion % = Results (leads, sales)
    15. 15. Definition of Usability Usability • making sure that something works well: that a person of average (or even below average) ability and experience can use the thing – whether it’s a web site, a fighter jet, or a revolving door – for its intended purpose without getting hopelessly frustrated.* *Source: Don’t Make Me Think: A Common Sense Guide to Web Usability by Steve Krug www.topfloortech.com @topfloortech @shanemfell
    16. 16. Before www.topfloortech.com @topfloortech @shanemfell
    17. 17. After www.topfloortech.com @topfloortech @shanemfell
    18. 18. Before www.topfloortech.com @topfloortech @shanemfell
    19. 19. After www.topfloortech.com @topfloortech @shanemfell
    20. 20. Maximize Your Calls to Acton • From each key page of your Website, users should know what they can do next. • Don’t overwhelm them with choices. • Test design and wording to improve conversion. www.topfloortech.com @topfloortech @shanemfell
    21. 21. Make your website mobile friendly www.topfloortech.com @topfloortech @shanemfell
    22. 22. Why Mobile? Source: Campaign Monitor, 2013 www.topfloortech.com @topfloortech @shanemfell
    23. 23. www.topfloortech.com @topfloortech @shanemfell
    24. 24. U.S. Share of Searches Ask 3% AOL 2% Microsoft 15% Yahoo 14% Google 66% Source: ComScore www.topfloortech.com @topfloortech @shanemfell
    25. 25. U.S. B2B Preferred Search Engines Microsoft 7% Others 2% Yahoo 14% Google 77% Source: Enquiro Business to Business Survey www.topfloortech.com @topfloortech @shanemfell
    26. 26. Search Engine Optimization (SEO)  Over 80% of activity on the first results page (top 10 results)  Keys to success:  Keyword analysis  Content development  Linking strategy  Monitoring & updating www.topfloortech.com @topfloortech @shanemfell
    27. 27. Pay-Per-Click (PPC)  Instant Results  Pay only for Website visits  Keys to success:  Keyword analysis (including negative terms)  Bid management  Quality Score  Monitoring & updating www.topfloortech.com @topfloortech @shanemfell
    28. 28. Develop A Winning Content Strategy Newsworthy / Relevant Information CONTENT DEPLOYMENT Social Media Articles and Case Studies Optimized Press Releases Blog Posts Email / & Website Newsletters Updates Effective Landing Pages www.topfloortech.com @topfloortech @shanemfell KEYWORD TARGETS
    29. 29. Google Analytics www.topfloortech.com @topfloortech @shanemfell
    30. 30. Key Performance Indicators • Visits • Total Goals • Goal Conversion Rate • Bounce Rate • Traffic Sources • Keywords www.topfloortech.com @topfloortech @shanemfell
    31. 31. TOTAL COMPLETED GOALS 45 Current 40 Previous 35 % Change Contact Us + 20.00% 30 25 20 Quick Question + 33.33% RFQ + 21.88% 15 10 5 0 Contact Us www.topfloortech.com @topfloortech @shanemfell Quick Question RFQ
    32. 32. www.topfloortech.com @topfloortech @shanemfell
    33. 33. Projected 2014 E-Commerce Spending by Region ($ billions) Africa & Middle East 3 Australia 4.9 Eastern Europe & Rusia 27 Asia-Pacific 93.2 Western Europe 166.6 North America 202.8 0 50 100 150 200 250 Source: translations.com www.topfloortech.com @topfloortech @shanemfell
    34. 34. Online Consumers Have Spoken 72.4% 56.2% 72.1% say they are more likely to buy from sites in their native language. say that information in their language is more important than price when making buying decisions. spend most or all of their time on sites in their preferred language. Source: translations.com www.topfloortech.com @topfloortech @shanemfell
    35. 35. Global Web Presence Matters • 1.86 billion internet users do not speak English. • 47% of online shoppers in Europe would not settle for using an English version of a retailer’s website. • When Spanish-language web content ends just before checkout, and final processing occurs in English, conversion rates fall sharply – by as much as 90%. • 43% of the top 1000 global websites are in a single language. Source: translations.com www.topfloortech.com @topfloortech @shanemfell
    36. 36. 8 Key Questions When Going Global With Your Website 1. What languages are you targeting? 2. What portions of your product/service mix apply? 3. How will you manage translation? 4. Should you translate your full website site or a partial version? www.topfloortech.com @topfloortech @shanemfell
    37. 37. 8 Key Questions When Going Global With Your Website 5. Where should you host your global websites and at what website address? 6. How will future content updates be managed? 7. How will you maximize global search engine positioning? 8. How will you respond to inquiries? www.topfloortech.com @topfloortech @shanemfell
    38. 38. Lost in Translation? Translation Blunders www.topfloortech.com @topfloortech @shanemfell
    39. 39. “Come Alive with Pepsi“ Campaign When translated into Chinese … "Pepsi brings your dead ancestors back to life". When translated into German … "Come out of the grave with Pepsi." www.topfloortech.com @topfloortech @shanemfell
    40. 40. Signs From Around the World • In the reception of a Romanian hotel The lift is being fixed for the next day. During that time we regret that you will be unbearable. • In an African newspaper A new swimming pool is rapidly taking shape since the contractors have thrown in the bulk of their workers. • In a hotel in Athens Visitors are expected to complain at the office between the hours of 9 and 11 daily. • On the menu of a Swiss restaurant Our wines leave you nothing to hope for. • Outside a Hong Kong tailor shop Ladies may have a fit upstairs. www.topfloortech.com @topfloortech @shanemfell
    41. 41. Signs From Around the World • In a Copenhagen airline ticket office We take your bags and send them in all directions. • In an advertisement by a Hong Kong dentist Teeth extracted by the latest Methodists. • At a Budapest zoo Please do not feed the animals. If you have any suitable food, give it to the guard on duty. • In an Acapulco hotel The manager has personally passed all the water served here. • In the reception of a Moscow hotel You are welcome to visit the cemetery where famous Russian and Soviet composers, artists, and writers are buried daily except Thursday. www.topfloortech.com @topfloortech @shanemfell
    42. 42. Translation Options • Automated translation tools. • Your representatives who speak the language you are targeting. • Professional translation firms that use native language translators. www.topfloortech.com @topfloortech @shanemfell
    43. 43. How Much of Your Content to Include? • Which portions of your product/service mix apply? • Three primary options: 1. Full site translation 2. Micro-site translation 3. Landing page translation www.topfloortech.com @topfloortech @shanemfell
    44. 44. www.topfloortech.com @topfloortech @shanemfell
    45. 45. www.topfloortech.com @topfloortech @shanemfell
    46. 46. www.topfloortech.com @topfloortech @shanemfell
    47. 47. www.topfloortech.com @topfloortech @shanemfell
    48. 48. www.topfloortech.com @topfloortech @shanemfell
    49. 49. A Simple Start … www.topfloortech.com @topfloortech @shanemfell
    50. 50. Content Management • As you change content on your United States Website, how will these changes be reflected across your global websites? – Manual translation – Translation memory www.topfloortech.com @topfloortech @shanemfell
    51. 51. Global Search Engine Market Share Bing 4% Other 2% Baidu 6% Yahoo 7% Google 81% Source: NETMARKETSHARE www.topfloortech.com @topfloortech @shanemfell
    52. 52. Google’s Global Domains .ca .de Germany .jp Japan .fr France .au Australia .ru Russian Federation .ch Switzerland .it Italy .nl Netherlands .se Sweden .no Norway .es www.topfloortech.com @topfloortech @shanemfell Canada Spain
    53. 53. China’s Top Search Engine www.topfloortech.com @topfloortech @shanemfell
    54. 54. International Search Engine Optimization • Perform keyword research in the native language. • Update content to reflect target keywords. • When possible, use a domain specific to each country (ex. www.mycompany.es for Spain). • When possible, host the site in the targeted country. • List a local address on international sites, if you have a physical presence in the country. • Pursue links from other websites to each of your global sites. www.topfloortech.com @topfloortech @shanemfell
    55. 55. Useful Tip – See International Google Results https://addons.mozilla.org/en-US/firefox/addon/google-global/ www.topfloortech.com @topfloortech @shanemfell
    56. 56. www.topfloortech.com @topfloortech @shanemfell
    57. 57. www.topfloortech.com @topfloortech @shanemfell
    58. 58. www.topfloortech.com @topfloortech @shanemfell
    59. 59. Questions? Thank You! www.topfloortech.com @topfloortech @shanemfell
    60. 60. Upcoming Top Floor Educational Seminars Improving Your Website's User Experience Pandas, Penguins, and Hummingbirds November 12, 2013 - 2:30 to 5:00 PM November 21, 2013 – 1:00 to 3:30 PM Google’s rapid transformation of search Hyatt on Main Green Bay, WI Top Floor Technologies New Berlin, WI www.topfloortech.com/seminars for details or to register www.topfloortech.com @topfloortech @shanemfell