going global: beyond .co.uk
TRANSCRIPT
Beyond .co.uk: Best practice multi-region b2b web marketing approaches
René Power
www.b2bmarketing.net
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Presentation objectives
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Going beyond .co.uk
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Who here is in the business of giving customers what they want?
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Who here is in the business of managing an international brand?
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1.5bn speak English… Great!4.5bn prefer another language first… Doh!
Why you need to localise
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Source: ONS 2011 via UKTI
Where do British businesses sell?
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RelevanceVisibility
Add some more picsPerception Reality
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Beyond .co.uk websites & SEO
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Good example of beyond .co.uk websites
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Search engine world map
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http://www.smartinsights.com/search-engine-optimisation-seo/avoid-the-top-10-most-common-multilingual-seo-mistakes/attachment/search-engines-world-map/
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Ocean search examples
• Add screengrabs of google.fr and .cn to see if they list
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Driving traffic
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For international:
- Remove guesswork - Check keywords in
source language- Check use- Don’t translate English
campaign- Key-phrases +
appropriate creative copy
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Good example
• Show some examples of big b2b brand from conference – like a Cisco or a Salesforce on different language platforms
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Social media world map
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http://4.mshcdn.com/wp-content/uploads/2012/06/SocialNetworks.jpg
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Add inset of Facebook language options
Social media around the world
• Add some screengrabs from the platforms (2-3) and 1-2 points on each
• (Tile so there are four)
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Linkedin worldwide
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http://blog.monitor.us/2012/07/creating-ads-on-linkedin-part-1/
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Add inset of Linkedin language options
Successful multilingual social media
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Good examples
• AirFrance Twitter • Saint Gobain Facebook• Milliken• Linkedin multiple language profiles• (Tile so there are four)
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Other international considerations
• See international area of book
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Presentation objectives
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Further reading
• Multilingual web marketing • www.searchenginewatch.com• www.searchenginejournal.com• PPC• socialmedia
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Thank you
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200 page eBook on b2b digital marketing - available to members of
http://www.smartinsights.com/ 20% off promo code: SMARTB2B
eBook coming soon to
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