the building blocks of spanish digital marketing
DESCRIPTION
This #Mozinar covers all of the basics for international companies considering entry to Spanish-speaking markets. Topics covered include: SEO, SMM, Spanish Content Marketing, Proper Hreflang application, Translation Strategy, and much more!TRANSCRIPT
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The Building Blocks of Spanish Digital Marketing
By Zeph Snapp
Join us on Twitter at #MozinarQuestions or problems? Email [email protected]
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Hola! Me Llamo Zeph Snapp
@ZephSnapp
Para livetweetsen españolsigue:
@AlturaInt
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The Building Blocks of Spanish Digital Marketing
ABC
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Let’s Talk About: Spanish-Speaking
Markets
Identifying The Opportunity
Prepping Your Website
Social Media
Research For Content Marketing
Building Awesome Stuff
Digital PR: Prospecting
Digital PR: Outreach
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Mercados Hispanos
ABC
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Spanish-Speaking Markets
All Grown Up
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Spanish > English Worldwide
http://infogr.am/Most-Spoken-Languages-in-the-World
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Latin American GDP
http://www.gatewayhouse.in/latin-america-3-projected-gdp-growth-in-2013/
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Internet Penetration Rate
http://www.nearshoreamericas.com/wp-content/uploads/2013/08/infographic.jpg
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How are they getting online?
http://www.tnooz.com/wp-content/uploads/2013/08/LatAm-vs-USA1.png
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US Hispanics
The Key Demographic
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Hispanic Population
http://www.census.gov/population/hispanic/data/2011.html
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Spanish Spoken At Home
http://www.pewresearch.org/fact-tank/2013/08/13/spanish-is-the-most-spoken-non-english-language-in-u-s-homes-even-among-non-hispanics/
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US Hispanic Market = Growth
http://blog.thesanjosegroup.com/?p=2738
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Hispanic In The Marketplace
http://blogs.hrblock.com/2012/01/24/the-rise-of-the-latino-consumer/
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Univision is the #1 in Ratings
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Identifica La Oportunidad
ABC
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Identify The Opportunity
On Your Website
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Browser Preference
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Traffic from ES speaking Countries
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Traffic to Es version of the site
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Current Backlinks
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Are we talking about you?
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Social MediaSearch / Interactions
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RSS
Fresh Web Explorer
Google Alerts
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Market Forces & Company Priorities
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Competitors?
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Looking To Expand?
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Logistics
LocationsPhone supportEmail supportShipping optionsPricing
differences
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Preparando tu sitio:Estructura de dominio
ABC
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Preparing The Site Structure
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CC TLD
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Subdomain
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Subfolder
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Advantages/Disadvantages
http://moz.com/blog/the-international-seo-checklist
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Preparando Tu Sitio Estrategia de Traduccion
ABC
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Preparing Your Website: Translation Strategy
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One Translation, Multiple Countries
Great For:SMB’sSaaSStartups
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Content for Every Market
Great For: Multinational
Corporations eCommerce sites Companies with
Physical Locations
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Do NOT Machine Translate
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De-Index MT, or Watch Out!
• Picture of Roger Mozbot?
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Markups y Datos Estructurados
ABC
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Hreflang: For Countries, AND
Languagesrel="alternate" hreflang="x"
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Hreflang: Full Translation
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Hreflang: Partial Translation
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Hreflang: Similar Content, Different Target
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Language, Then Country
<link rel=”alternate” hreflang=”es-US” href=”http://alturainteractive.com/es/” />
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Use Correct ValuesLanguage:ISO 6391-1
Country:ISO 3166-1
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Continents are NOT Supported
No «EU», «LA»
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Use: For Language
HTML Link Element<link rel="alternate" hreflang="es" href="http://es.example.com/" />
HTTP HeaderIf you have non-HTML content on your web pages, a good example is a PDF file, you can use rel=”canonical” HTTP headers to indicate the canonical URL for HTML documents.
Link: <http://es.example.com/>; rel="alternate"; hreflang="es"
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Use: For Country (Spanish Language, American Users)
HTML Link Element<link rel=”alternate” hreflang=”es-US”
href=”http://alturainteractive.com/es/” />
HTTP HeaderLink: <http://alturainteractive.com/> ; rel=”alternate”
hreflang=”es-US”
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Hreflang Resources http://
moz.com/blog/using-the-correct-hreflang-tag-a-new-generator-tool by @aleyda
http://searchenginewatch.com/article/2232347/A-Simple-Guide-to-Using-relalternate-hreflangx by @Nick_Eubanks
https://support.google.com/webmasters/answer/189077?hl=en
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SitemapInstead of using markup, you can submit a language specific version via a sitemap.
<?xml version="1.0" encoding="UTF-8"?><urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:xhtml="http://www.w3.org/1999/xhtml"> <url> <loc>http://www.example.com/english/</loc> <xhtml:link rel="alternate" hreflang="de" href="http://www.example.com/deutsch/" /> <xhtml:link rel="alternate" hreflang="de-ch" href="http://www.example.com/schweiz-deutsch/" />
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Seamos Sociales
ABC
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Let’s Be Social
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Spanish Speakers Love SM
http://www.puntogeek.com/2013/02/11/estadisticas-del-uso-de-internet-en-latinoamerica/
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We Over-Index!
http://www.tnooz.com/wp-content/uploads/2013/08/LatAm-vs-USA1.png
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Basic Tips Across Platforms
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Person or BusinessBy Language or by Country?
Account Structure
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• Find Similar Companies• Look At Their Followers• Poach Them Using Ads and Special
Offers
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• Use Followerwonk and Follow.me to find accounts
• Find and use Hashtags in your vertical
• Make lists, reach out to those you listed, get shares
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Marketing de ContenidoPara Quien Lo Hago?
ABC
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Spanish Content Marketing:Who To Target
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(Not Provided)?No es Problema
Build Personas
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Leverage Internal Data
• How expensive is your product?• Age group• Sex• Special--characteristics– Job– Hobbies– Interests
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Google Instant: Search Intent
• What should they be looking for when they find you?
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Try Terms in Different Ways
• What should they be looking for when they find you?
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Followerwonk Process
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Find Publishers in the Vertical
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Who Uses Their Hashtag?
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What Do They Share
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Process:What Do They Do?
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Facebook Process: Start Big
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Add Pieces
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Get Content Ideas
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Give Me All The DATAZ!
http://alturainteractive.com/data-for-content-marketing-in-spanish/
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Construyendo el Contenido
ABC
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Building The Content
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Data Viz Works: If It’s Great
http://chriswhong.com/projects/phillybiketheft/
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Data Viz
http://chriswhong.com/projects/phillybiketheft/
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Blog Posts Are Still OK…
But Some Tips:
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Formal vs. Informal
Usted vs. Tu Informal is Better
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Capitalize Only the First Word of Title
Example: Formas de crear
contenido
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What NOT To Do:
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Contextual Links Rule
Co-Citation + Branded Links = More Safety
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Video
• Youtube : 2nd biggest Social Media Platform, in Latin America
• Youtube Ads: Huge Opportunity!
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SkyScraper Content Method
H/T @Backlinko
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Sometimes, “Ugh” Ranks
1
2
3
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If It Does, Create Something WAY Better
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Find Successful English Content
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Divide Links By Language
• Screenshot de backlinks hacia moz be….
![Page 97: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/97.jpg)
Check Backlinks For Spanish
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Translate, Localize and Improve on It
http://seo.pe/guia-seo-para-principiantes/
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Reach Out to Sites Linking to Original
Content• Screen shot de un correo de outreach
![Page 100: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/100.jpg)
Relaciones Publicas Digitales: Prospecting
ABC
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DIGITAL PR: Prospecting
![Page 102: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/102.jpg)
Prospecting Tools
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Advanced Search Operators
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Qualification
RelevanceRecencyEngagement
Shares Comments
Domain Metrics DA PR
![Page 105: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/105.jpg)
Relaciones Publicas Digitales
ABC
![Page 106: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/106.jpg)
DIGITAL PR: Outreach
![Page 107: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/107.jpg)
The Best You Can HopeFor is 15%
![Page 108: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/108.jpg)
Spanish Internet Is Smaller
![Page 109: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/109.jpg)
Write In Spanish
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Keep It Short
![Page 111: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/111.jpg)
Address the Webmaster How They Address
Readers
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Don’t Be As Direct
Azul -img
![Page 113: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/113.jpg)
Prioritize Outreach Method
Contact Form FacebookEmail
![Page 114: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/114.jpg)
Video Outreach
Google +Youtube Private VideosVsnap
![Page 117: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/117.jpg)
Remember, It’s a Small World…
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ACTIONABLE TIPS
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SPANISH SPEAKING MARKETS ARE NEXT.
YOU’VE BEEN WARNED
![Page 120: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/120.jpg)
MAKE SURE THE NEED FOR YOUR PRODUCT EXISTS
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GET THE RESOURCES, IT WON’T BE CHEAP
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DECIDE ON A DOMAIN STRATEGY: ccTLD,
SUBDOMAIN OR SUBFOLDER
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DECIDE ON A TRANSLATION STRATEGY: LO BARATO
PUEDE SALIR CARO
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DON’T. MACHINE. TRANSLATE.
(please?)
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IMPLEMENT HREFLANG CORRECTLY
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SOCIAL MEDIA RULES. BE THERE
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BUILD PERSONAS BASED ON DATA
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BASE PERSONAS ON REAL PEOPLE
![Page 129: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/129.jpg)
NO SILVER BULLET, CREATE DIFFERENT TYPES OF CONTENT
![Page 130: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/130.jpg)
LEVERAGE MULTILINGUAL TOOLS
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PERSONALIZE OUTREACH
![Page 132: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/132.jpg)
USE CONTACT FORMS AND FACEBOOK FOR BEST
RESULTS
![Page 133: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/133.jpg)
HIGHLIGHT THE BENEFIT
![Page 134: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/134.jpg)
BE HELPFUL
![Page 135: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/135.jpg)
BE TRANSPARENT
![Page 136: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/136.jpg)
¡BUENA SUERTE!
![Page 137: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/137.jpg)
¡Y GRACIAS!
@zephsnapp
@AlturaInt
Zeph Snapp on G+
![Page 138: The Building Blocks of Spanish Digital Marketing](https://reader038.vdocuments.net/reader038/viewer/2022102923/54c77a5b4a79590c788b458c/html5/thumbnails/138.jpg)
Email: [email protected]: Zeph SnappWebsite: www.AlturaInteractive.com
Find this recorded #Mozinar and slide deck at http://moz.com/webinars very soon!