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Digital Taster Session 2:
Sue Beverley
What to expect from today?
• What DIT can do for you
• Creating a customer focussed
website
• Boost your lead generation via
social media
• How effective is it all?
• Other ways of online marketing
• E Market places
• What next?
2
3
Who Are We?
The Department for International Trade
(previously DIT)
is the lead Government organisation that supports
companies in the UK doing business internationally
and overseas organisations seeking to locate in the UK
Digital Taster Sessions – Why?
Almost 100 businesses in the North East told us they want to
know more about DIGITAL MARKETING AND / OR SELLING
ON LINE
• 78% interested in knowing more about DIGITAL marketing
• 59% interested in the e selling platforms
• Time and skills biggest barrier
4
What were the concerns?
5
Keyword
Research
65%
Analytics 72%
Online lead gen
82%
Web optimisation
91%
Functionality
77%
Best practice for languages
73%
6
Great for:
profit
growth
Product life
Spreading the risk
Brand awareness
longevity
Having fun!
Why does it matter?
7
• 58% of businesses said exporting led to levels of growth not otherwise possible
• A company is 11% more likely to survive if it trades overseas
(Intl Business Strategies, Barriers & Awareness, OMB Research)
Why Export?
North East E Exporting Is Great Programme
Supports all sectors
- Digital marketing support and / or
- Selling onto E Market places
8
9
Boost Your Digital Sales Online
The importance of digital marketing
Its more than just a game….
11
DIT Digital Quiz :
1. According to a recent survey, what % of UK small
businesses do not have a website in 2016?
2. 2.4bn people use the website everyday. What % of these
have used it to purchase or contact a company?
3. What % of British shoppers buy online?
4. What was the first online purchase and when?
5. How many international shoppers bought from the UK in
2015?
6. What % is mobile shopping as % of e commerce traffic
7. What is Copains D’Avant?
8. What is the top social media site in Germany
9. How many active social media users are there in China
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10. Name as many of these social media icons as you can
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14
10. And these ……
15
1. According to a recent survey, what % of UK small
businesses do not have a website in 2016?
According to a survey of UK
businesses 60% of small
businesses do not have a
website at all
2. 2.4bn people use the website everyday. What % of
these have used it to purchase or contact a company?
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A huge 90%!
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3. What % of British shoppers buy online?
95%
4. What was the first online purchase and when?
The first online purchase was for the
Sting Album “Ten Summoners Tales”
purchased in 1994 for £7.74
5. How many international shoppers bought from the UK in
2015?
According to Paypal 86 million people bought from the UK
in 2015
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6. What % is mobile shopping as % of e commerce traffic
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*Shopify
7. What is Copains D’Avant?
Copains D’Avant is a social networking site in
France.
At one time it was the largest – although Facebook now
has that slot! It literally translates as “friends from before”
and it reunites old friends!
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8. What is the top social media site in Germany
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Active Social Media Users in China?
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Answer:
650,000,000
(More than the population of USA)
10. Name as many of these social media icons as you can
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facebook twitter rss googleplus
vimeo pinterest linkedIn instagram
24
Sina Weibo
Chinese microblogging
website (mix of twitter and
facebook)
600mn users
We Chat
Chinese
micromessaging app
468mn users
And the winner is…..
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Creating a
Consumer Friendly
International Website!
Norma Foster, International Communications Specialist
@NormaFoster #exportonline
1. People buy from people….
…. that they trust!
Source: Matrix 42
“People don't care how much you know, until they know how much you care...about them”
Zig Ziglar
© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Trainer name
30
Export Communications Review
Can International
Customers Find Your
Website?
Get it right in UK English
Introduce local content and languagesAdopt a Global Mindset
Optimise in UK English / Global English Optimise for other regions / languages
UK website
in English
International website in
English
Country pages
Language pages
Local country domains
Agent & distributor websites
3 Simple Steps for your International Website Strategy
What is your international web strategy?
Secure the .com (or a generic Top Level Domain)
StrategyWho is the customer?
Language Based
Country Based
DEMO
International Websites
Delegates
UKTI Case Studies
37
Your international content … ready?
15/08/2016 64
15/08/2016 77
78
Creating Digital Leads –
International Social
Media!
Norma Foster, International Communications Specialist
@UKTINorthEast @NormaFoster
#exportonline
Basic Premium
First Impressions Count
Social Media MarketingWord of Mouth
Marketing
social media = traffic
Online Marketing - Rule of 3
1. Website Strategy
NavigationFeatures
Colour schemeWritten contentPhotographyVideo
2. ‘Pull’ Strategy
SEO
Social Media
3. ‘Push’ Strategy
Email Marketing
Online Newsletter
Social Media
What are they looking for?
Information to make imminent decision
Advice and help to make a future decision
Why?
Sue Beverley, E Commerce Trade Adviser UKTI
Norma Foster, Norma Foster Associates
Easy Content Generation!
Sue Beverley – E Commerce Trade Adviser
#exportingisGREAT
97
8/15/2016
Keep telling that story…….
Website → Lead Generation →Content Generation
98
Content focus on what customers want ….
• Value for money
• Customer service
• Reliability
• Quality
• Ease of doing business
What you don’t do……
99
•Jump in!
•Don’t start without doing your homework
•Assume that all the markets will be the same
•Forget to make allowances for differences in product
perception
•Not make allowances for cultural difference
•Turn up to the wrong party – know your digital platform
•Preach!
Ways to reach your audience:
Social Media:
You Tube
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Blogs
Wordpress
Weebly
Tumblr
Market Places
Amazon
Newegg
Cdiscount
Trade Me
Mercado Libre
3rd party:
Trip Adviser
Yell
Which?
Trust Pilot
Google My
Business
You Tube – you can do it!
Sue Beverley – E Commerce Trade Adviser
#exportingisGREAT
102
TOP TIP 1:
• 2nd largest search engine in the world
• If it was a country it would be the 3rd largest after India
and China!
• 1 billion unique users every month
• More viewers than the BBC!
103
• Reaches more 18-34 and 18-49 year-olds than other
networks
• Number of people watching is up 40% y/y since March
2014
• Users starting at the YouTube homepage has increased
by more than 3x y/y
• Local versions in more than 88 countries.
• Navigate in a total of 76 different languages (covering
95% of the Internet population)
• More than half of YouTube views come from mobile
devices.
104
Google likes video better than content!
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www.Wistia.com
How to create video
www.Biteable.com
You Tube creatoracademy.co/creatoracademy
What’s trending worldwide?
Sue Beverley – E Commerce Trade Adviser
#exportingisGREAT
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TOP TIP 2: Know the trends
www.google.com/trends – saves every search
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TOP TIP 2: Know the trends
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TOP TIP 2: Know the trends
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TOP TIP 2: Know the trends
Google search console: register a Google account
• Which terms lead people to your page
• Errors googles finds on your site map
• Page speed insight
Google Webmaster Academy
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TOP TIP 2: Know the trends
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What can it track?
• Visits to your site
• Demographics (age, gender, location)
• Sources of traffic
• The customer journey (and where you fail)
• How your marketing campaigns perform
• Form completion and checkout
• Device popularity
• Overall site performance
• Keywordplanner – research which terms people are
searching for your product or service on
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Google Analytics
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TOP TIP 3 : Measure your effectiveness
Set your GOALs in Google Analytics
Use the reporting facility to understand behaviour:
• Social referrals
• Device type
• Location
• Bounce rate
Monitor your “Behaviour flow” – aim for a 3 “touch” sale
UKTI’s E: Exporting Programme
Sue Beverley – E Commerce Trade Adviser
#exportingisGREAT
116
UKTI E Commerce Support117
Opportunity Advice Events
Business opps on
www. Exporting is
Great.co.uk
Industry experts (Ex
Amazon, eBay, Alibaba)
with national remit
In region and national
events
Business case and initial
research performed by
UKTI
1 2 1 support from E
Commerce Adviser in the
North East
Embassy staff in country
able to assist where
necessary
Able to advise on e-
marketplaces and also
wider ecommerce plans
Frequent webinars
Trade Missions to Priority
markets including Japan,
USA, China
You can benefit in 3 ways:
118
E-Marketplaces and GREAT119
120
Sell to 28m Affluent Americans with Newegg
Marketplace
detail
Logistics
Legal
Costs
Sales metrics
Pricing
Next Steps
28m registered members, monthly visitors >22m and >12m email subscribers.
2014 Revenues were $2.9Bn with >75% generated from repeat customers
Newegg.com the 2nd largest Pureplay retailer in USA. Core strength is Consumer
Electronics but diversifying category offering and they now cover 9 countries
Brands decide USA pricing and Newegg category manager assists with marketing
and merchandising for store launch and on-going promotional opportunities
Options are: 1. Self fulfilled from the UK within 72 hours or 2. Shipped By Newegg
(SBN - very similar to FBA) warehousing available in USA to fulfil multi channels
Self-fulfilled shipments must be released DDP (Delivered Duty Paid - Import Tax
and duties paid). For SBN a Newegg subsidiary can be Importer of Record
Newegg charge no account setup fee, monthly fee or listing fee. Converted
sales incur commission of 12% on all categories. US Sales tax paid Newegg.
To register interest follow link http://www.newegg.com/sellers/international/ or
contact Marketplace@newegg.com for the Global Seller team in California
UKTI TermsUKTI have negotiated a reduction in commission from 12% to 11% for all
introduced UK clients, down to 10% for sellers over $100k average per month
Cust Service /
Returns
Newegg handle initial queries and forwards on those it can’t answer. USA return
address required. Newegg will bear responsibility and risk of returns for 3% extra
Content: resources
Death to the stock photo!
EXERCISE
Top 3 Actions
Preparation
Implementation + Measuring
Time
Effort
Your Preparation Action Plan
• 4 weeks to plan & prep
• Prioritise actions
• One step at a time
• Determine roles
– In house
– Outsource
– Temporary / student help
• Get some feedback
133
International Communications Review
Free 1 Hour Health-check… ……book Today!
International Communications Review (ICR)
•International Lead Generation
•International Web Strategy & Build
•Managing International Web Projects
•International SEO / Social Media
•International Content / Translation
•Sales & Marketing Materials
•Market Visit, Exhibitions, Presentations
•Distributor / Agent / Partner Relations
•Cultural Briefings & Training
•Free 1-hour communications healthcheck
•Tailored, independent review
•Up to two meetings face-to-face or via
Skype for each review
•Detailed, tailored written action plan
•Review is currently £500 + £100 VAT
•Various funding opportunities to cover up
to 40% of costs
134
… Anything to do with winning more business overseas!
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TOP TIP 4: www.exportingisgreat.gov.uk
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TOP TIP 5: Use the free UKTI resource!
Next steps:
• E Commerce and Digital Support :
Sue Beverley – E Commerce Adviser
T 07966222258
E:sue.beverley@mobile.ukti.gov.uk
• International Trade Advice:
UKTI Hotline 0345 1360169
Thank You
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