transcending borders · colt foutz, director, digital marketing group 13-year digital agency...
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TRANSCENDING BORDERSMarketing to the World with Multilingual Digital Content
INTRODUCTIONS
Colt Foutz, Director, Digital Marketing Group
13-year digital agency veteran
19 years in digital content
8 years at Publicis Groupe leading creative services, Paid Media operations
Builds global offerings, teams, best practices for SEO, Paid Media, Social Media, digital content
By the numbers
services
GLOBAL DIGITAL MARKETING
CONTENT MARKETING
Brand Voice Consulting
Copy Writing
Graphic Design
Website Design
Video Optimization
Link Building & PR
SOCIAL MEDIA
Audits & Strategy
Multilingual Content
Community Management
Listening & Monitoring
Paid Campaigns
Performance Reporting
PAID MEDIA
Competitive Analysis
Campaign Strategy
Localized Creative
Campaign Management
A/B & Multivariate Testing
Performance Reporting
SEARCH ENGINE OPTIMIZATION
Audits & Strategy
Keyword Research
Content Optimization
Technical SEO
Link Building
Creative Services
Performance Reporting
4. REPORTING
1. ANALYSIS 2. STRATEGIC DEVELOPMENT
3. IMPLEMENTATION& TESTING
ITERATIVE PROCESS
CLIENTS
WHY LOCALIZE?
Out of 3 billion global internet users, just 28% speak English.
90% of Europeans never browse in a language other than their own
• 85% worldwide won’t buy in another language
• 72% more likely to buy if it’s their language
• 56% say language is more important than price
Potential ROI:
$25 for every $1 spent on localization
Localization is the first step. But we want to go deeper….
Client Globalization Journey
• Get Visible with local SEO
• Drive Traffic with local Paid Media
• Drive Engagement with custom local content
Missing the Mark
HSBC, 2009:• Spent millions on its 5-year-old
“Assume Nothing” campaign• Translated Globally
o In many markets, badly, as “Do Nothing”
• Bank spent $10 million to rebrand, going with “The World’s Private Bank,” which has a friendlier (and easier) translation
Know Your Local Audience
• German households save 10% of their income, twice as much as the EU or USA
Know Your Local Audience
• British households are 3x more likely to be careful spenders vs. households in
the USA
Defining Local Strategy
• Which keywords are searched the most?
• What do competitors target?
• What is your target audience buzzing about? (Social listening)
• Where can you fill a gap?
CASE STUDIES
PNC Bank
• Spanish, Polish, Chinese & Korean customers in US
• Utilizes selective translation flow through our OneLink platform
• SEO keyword research, content optimization for priority pages
• Testing original content creation, iteration with local content specialists for heavily-trafficked customer service pages
BlackRock
• Daily financial reports/POV content to Spanish-Latam, Portuguese-Brazil
• Two custom-content workflows:
1. Translation with “brand captain” editing/QA
2. Creative adaptation, with or without SEO optimization
• Specially-recruited linguistic and creative team, SLA, Pricing
Scotiabank
• Network of hundreds of financial advisers – Scotia Wealth Management, Canada
• English and French customers
• Helped define local social media experience
1. Optimized Facebook, LinkedIn & Twitter profiles
2. Opportunity: Central, brand-approved bank of content; advisers choose and post
TAKEAWAYS
Translation is just the first step
Understand local audience for SEO, SEM
Social listening to inform channel strategy
Differentiate local content
Colt FoutzDirector, Digital Marketing Group+1 [email protected]