Embed Size (px)
Citation preview
Practical guide to localising your brand
@Olgandrienko #BrightonSEO
Hello Brighton! Who I am?
Head of Social Media at SEMrushContributor SEJ, Foundr, SproutSocial, Distilled and other industry blogs.
Strengths: community building, influence marketing, copywriting
And that’s now all I do at SEMrush…
Olga
Marketing activities in 21 countries
Mass Marketin
g Internalisation
Laser Targeting
Localisation
VS.
English-speaking world
If you’re marketing to an English-speaking country, you’re already
global
20% of your markets bring you 80% of revenue
TipCheck reports in Google Analytics:✓ Real-time -> Locations✓ Acquisition report (advanced ->
secondary dimension -> users -> country)
✓ Audience report: geo-location✓ Compare countries you get
traffic from the countries that convert and stay on your site (check Conversion and Goals)
“Norwegians don't sign up for 30-day free access, because we have money to buy it if we want to. From my personal experience 3 months will let them actually have time to test things out, and GURU access is the right level, considering they have tens of thousands of products and millions of pages. This way they can test it properly.”
Pay attention to popular social channels in your markets
Local social media accounts (SEMrush)
Statista.com
Weekly social media site access in selected countries (October 2015)
Share of internet users who access social media via mobile
(Oct 2014)
Check the popular social networks in BuzzSumo
Source: Common Sense Advisory
Think global, act local:
Tip✓Take geo-location into
account. Australia, Brazil and others have Christmas in summer
✓Working schedule is different, check national events and religious holidays
✓Hebrew and Arabic are written from right to left
✓Color emotions differ
Culture, tradition Taboos, superstitionsHolidaysReligionLanguage, tone of voiceCurrencies, payment systems
Colors in culture
Lost in translation:
Coca-Cola #Shareacoke
3 REASONS TO GO LOCAL
Cultures, traditions, tastes and preferences differ everywhere
People are more likely to respond in their native language
Better budget optimisation due to better focus and right communication channels
#1 #2 #3
PR
Conferences
Experts
Social media
Website
Localisation layers
PR
Conferences
Experts
Social media
Website
Localisation layers
social
social
social
social
PR
Conferences
Experts
Social media
Website
Localisation layers
Local FAQ
Answer in a video
TranscribePublish on a website
Publish short videos on
social
Localise with video content
PR
Conferences
Experts
Social media
Website
Localisation layers
Local profile vs. targeted posts
Local page gives you stronger local presence
International page with targeted posts saves time
Comment from the brand on other pages
Audiense.com
Comment from the brand on other pages
Followerwonk by Moz
PR
Conferences
Experts
Social media
Website
Localisation layers
Klear.com
If you are localising your brand, you already have a
global audience. While you are trying
to go local, many local experts would like to go global. That is a perfect
win-win situation.
1. Your thoughts + slides, their tips
2. Top quotes from the expert, your slides, their comments
3. Masterclass: 10-15 min presentation by expert, huge Q&A session afterwards
Email Template: Connect with the conference
PR
Conferences
Experts
Social media
Website
Localisation layers
Do your homework Bring enough business cards No stereotypical swag Bring the offline to online Add all people who are tweeting to a list
with IFTTT Attend the afterparty Repeat the name of whoever you've been
introduced to in the next sentence Add your thoughts to the speeches Write a blog post afterwards
PR
Conferences
Experts
Social media
Website
Localisation layers
3 REASONS TO GO LOCAL
Cultures, traditions, tastes and preferences differ everywhere
People are more likely to respond in their native language
Better budget optimisation due to better focus and right communication channels
#1 #2 #3
PR
Conferences
Experts
Social media
Website
Localisation layers
