Jul 12, 2015
Digital Marketing Model –
What you Should be Doing
International
Customers
Drive Traffic
Conversion
Sales
QUANTIFIABLE RESULTS
FOCUSED TARGETTING &
ADVERTISING
PROFESSIONAL TEAM
SEO & PPC
SOCIAL MEDIA
1.SEO
2.Adwords/PPC
3.Social Media
4.Mobile Marketing
5.Affiliate Marketing
Overall Strategy for international Digital
Marketing
• Approx 70% to 80% of search
traffic
• Keywords, Site Navigation, URL,
Use of Videos & Meta Data All
Determine Quality Score
• Medium/Long Term Strategy that
delivers more customers long
term
1. Search Engine Optimisation
• Long Term Process, but provides long
term benefits
• Analytics illustrate why your site is
ineffective & how to improve (A/B
Testing)
• Keyword Allocation - Allocate the
keywords to the most suitable pages
of your site
• Domain Age – Favours Older
Domains
• Attention Grabbing Text with Large
Bullet Pts & Text Location (Top
left Preferably)
• Medium/Long Term Strategy that
delivers more customers long
term
What Makes Good SEO?
• Customised URL that includes
Keywords
• Meta Data, Title tags, Heading
Tags & Alt Tags for Images
• External Backlinks & Video
(Search Engine love video)
• 301 Redirects & eliminate
Duplicate Content
International Digital Marketing
• Global SEO involves targeting customers internationally via the many global search engines.
• Create Copy in Multiple Languages
• Consideration of Regional Dialects & Colloquialisms
• Where a lot of companies fall short is not developing a strong localization strategy in their global SEO practices.
• The differences between countries are far greater than only the language
SEO Localisation
• Localisation isn’t simply translation.
• Your offers have to compel both search
engines and human beings.
• Search managers must develop cohesive
strategies that:
1. Localise Sites and
2. Localise SEO campaigns
.. In order to meet market expectations and
local search algorithms more effectively.
Translation
A Leading Automobile Company
Original: “Every car has a high quality body”
Translation: “Every car has a high quality corpse” in Belgium
A Fizzy Beverage Brand
Original: “Turn it loose“
Translation: “Suffer from diarrhea” in Spanish
A Fast Food Brand
Original: “Finger-licking’ good“
Translation: “We’ll eat your fingers off” in China
Translation
• Top Apparel Retailers in the UK
receive just shy of 70% of their
traffic from Abroad
• Overseas UK online sales contribute
approx 13% of total online sales
• Highly recommends translation of
website content into local language
to increase conversion
Martijn Bertisen,
Industry Head,
Google UK's Retail
Vertical
Keyword Selection
• Keyword selection is the secret to success. It
may sound easy to localize by simply translating
what has worked in one language.
• However, translation is not localization. That
approach eliminates the apparent and subtle
differences between international markets.
• Nuances among global, regional, and even local
languages may differ.
Keyword Mapping
• Keywords must be mapped effectively to digital assets to gain traction in local markets.
• Mapping keywords to digital assets may increase SE visibility, but true value is in how digital media is used to sell a solution
• Checking out trending local search volume can help to map assets effectively. If you’re mapping to an existing page, use on-page content as a guide for keyword selection.
• What terms best represent local viewpoints about the content? Deploy keywords to mimic those viewpoints on your assets.
URL Structure• URL structure is important. Country-specific top-level
domains (TLDs) provide adequate carve out by region, but it’s also a
• Good idea to distinguish language-centric content at the domain level.
• For example, German market assets can be optimized as a subdirectory (www.example.com/de/) or as a subdomain (www.fr.example.com).
• Localising your URL structure allows your markets to get an idea of the content on the site.
• Content is still king and the lifeblood of any Digital Marketing campaign.
• Digital content should be localized to provide seamless transition from search to landing page to site architecture.
• Paid or organic, search engine results page (SERP) localization — including keywords, ad copy, title, and meta description —should be consistent with other digital assets.
• Site searches should be localized as well. In addition, don’t forget to update each localized sitemap appropriately.
Canonical Tags
• In SEO, a canonical page is the preferred
version of a set of pages with nearly identical
content. It’s important to your localization
efforts.
• The intent, from Google’s standpoint, is to select
the page that best answers the user’s query.
• You want to ensure that your local markets are
exposed to the primary version of their
localized pages.
Bid for your position against the competition
Higher your bid, higher your position. (1st not always best)
Greater competition = greater cost
No charge if user sees your ad
Only pay if user visits your website
Clicks charged direct to credit card
Simple way to test if your website can work for you
Requires lots of testing to maximise ROI
• Where does your Ad appear in relation to others?
• What Factors Affect Ad Rank?
• How do I improve my Ad
Rank?
What Makes Good PPC Ads?
Ad Rank
What Makes Good PPC Ads?
Google Adwords – Relevance over Budget
Wordstream 2011
•Landing Page Relevance Improves Quality Score
•Include Primary Keyword
•Call to Action
•Negative Keywords
•Create multiple ads (3) and rotate them
What Makes Good PPC Ads?
Internationalisation Of PPC
Campaigns
• Internationalisation of search and display campaigns.
• Clients witnessed a 20% increase in conversion when landing pages and ads were translated into the local language
• Clients witnessed 70% when their websites were fully localised – with all content translated in the local language and products offered in the local currency.
ADVERTISING
ADVERTISE ON SOCIAL MEDIA
WITH HIGHLY FOCUSED TARGETTING
TO ATTRACT RELEVANT CONSUMERS
CONTENT DEVELOPMENT
DEVELOP CREATIVE & UNIQUE CONTENT
TO SHARE ON YOUR
SOCIAL MEDIA SITES
SOCIAL MEDIA SITE DEVELOPMENT
INTEGRATED & BRANDED
SOCIAL MEDIA SITES
TO ENGAGE NEW & EXISTING
CUSTOMERS
€
CREATE COMPETITONS & APPS
TO INCREASE FOLLOWERS
& ENCOURAGE ENGAGEMENT
FACEBOOK COMPETITIONS
3. Social Media
Social Media
• Widespread exposure to Consumers• Brand awareness campaigns that are effective in terms
of the increase in consumer curiosity – Bandwagon Effect
• Increasing site traffic towards your page – this will equate to increased participation from visitors as well.
• Maintaining a good reputation/Brand Image with consumers
• Direct Contact with Consumers/ Personal
Social Media – Micks Garage
Blog – Youtube – Twitter – Facebook – Google +
Social Media – Micks Garage
• Choice brand & Value
• 360 imagery
• Blog – How to Guides
• Product company Reviews
• Multi Channel Play
• Is your website optimized for mobile phones?
•Consumers know in a heartbeat when a site isn’t,
which leads to difficulty in uploading, navigating and
finalizing transactions.
•Get the global competitive edge: make your site
mobile- and user-friendly.
4. Mobile Marketing
•Test it to make sure it renders correctly on different
mobile devices because you want to effortlessly sell to
the world.
•Whatever success you have achieved through online
sales, use it as a mirror or basis for developing
mobile sales.
•Look for ways to encourage shopping and
transacting business on mobile devices. It’s the way
to a prosperous future in our connected world.
4. Mobile Marketing
•Benefits of Affiliate Marketing with Micks Garages
•Free to Join
•Largest Online Parts & Accessories Range in Europe
•Award winning website with over 1 Million Car Parts & Accessories
•Free Delivery on Orders over €30Worldwide Delivery
•Average Order Value: €5070% of customers purchase within 24 Hours
•Banners, Links & Voucher Codes all available
•Dedicated affiliate support team
•Dedicated design team (custom ad creation available on request)
•Exclusive Voucher Codes
5. Affiliate Marketing – Micks Garage
Localised Digital Marketing
• Submit a listing to Google Places for
Business
• Ensure listing is fully completed and
description is keyword optimised
• Provide analysis on site performance
& see where your site is being viewed
& source of traffic
Digital Marketing for International Sites
A/B TESTINGWITH DIFFERENT ADS &
DIFFERENT LANGUAGES
TO DETERMINE WHAT
WORKS BEST
TAKE INTO CONSIDERATION LOCAL
LAWS & PREFERENCES- XING IS AS POPULAR AS LinkedIn IN
GERMANY,
- CHINA USE BAIDU OVER GOOGLE
KEYWORD RESEARCH &
ANALYTICS
CAN SHOW ONLINE BEHAVIOUR
BY SPECIFIC LOCATION OR
COUNTRY
Dynamic Landing Pages
Digital Marketing in 2014
67%INCREASE IN LEADS
FOR BUSINESS’
THAT BLOG/SOCIAL
MEDIA
GOOGLE HIGHLIGHTS
ALLOWS E-COMMERCE
SITES TO TAG PRODUCTS &
PRICES TO IMPROVE SEO
UK RETAILS SALES
DIRECTLY THROUGH SOCIAL
MEDIA
ARE FORECAST TO
GROW TO
290M BY 2014
HIGHLY FOCUSED
TARGETTING:
AGE
LOCATION
INTERESTS
33%CONSUMERS VIEW
MORE PAGES ON ADVERITISERS SITETHAT IS MOBILE OPTIMISED
40%OF SOCIAL MEDIA USERS
ARE DECIDING WHAT TO BUY BASED ON
REVIEWS, RECOMMENDATION ON SOCIAL MEDIA
ALMOST HALF OF 16-24 YEAR OLDS
USE MESSAGING/EMAIL/
SOCIAL MEDIA WHILE WATCHING TV
24 %
Digital Marketing in 2014
OF PEOPLEUSE A 2ND SCREEN
WHEN WATCHING TV
http://www.magenta7.co.uk/bl_news/10-interesting-digital-marketing-stats-weve-seen-this-week