Use your website to sell your products and services globally

Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com

Use your website to sell your products and services globally

Chelmsford Showcase for Business 20 November 2013

Levent Yildizgoren – Managing Director - TTC wetranslate Ltd

http://www.ttcwetranslate.com/




About me

• Twitter @yildizgoren

• Linkedin linkedin.com/in/leventyildizgoren

• TTC websitewww.ttcwetranslate.com

http://www.linkedin.com/in/leventyildizgoren


Published in Nov 2012

Free download

How to grow your business globally

http://www.ttcwetranslate.com/how-to-grow-your-business-globally/


The Nine Translation Slip-ups to Avoid

Published in October 2011

Free download

http://www.ttcwetranslate.com/how-to-grow-your-business-globally/


Content• Why sell globally• Do you have an international opportunity?• Selecting your target market• Researching the target market• Determining your global online strategy• Making your website visible internationally• Localising and translating your content• Building trust and reputation• Essential mistakes to avoid

http://www.ttcwetranslate.com/language-skills/translation-services/


Why sell globally

Reduce dependency on

your home market

Increased chance of success

Increased efficiency

Fuels innovation

Creates growth


Do you have an international opportunity?


If the opportunity is not there yet

• Maybe consider language option (ie Arabic for all Arabic speaking countries)

• And secure top level domains for future • Create alerts in Google analytics to notice any

increase

http://www.ttcwetranslate.com/arabic_translation_services/


Select your target market

Take into account the following factors: • The number of internet users in the country• The growth rate in the country• Their openness to new products• State of their digital economy• How adaptable is your product/service to local

standards


Good Resources

• State of digital economiesThe Economist 2010: http://ow.ly/eZImj

• Ease of doing business 2014 World Bank report - www.doingbusiness.org

http://ow.ly/eZImj

http://www.doingbusiness.org/


What differentiates online shoppers around the world?

Source: https://www.thinglink.com/scene/438778581166850050

https://www.thinglink.com/scene/438778581166850050


Returns matter in Europe

• Europeans have the second highest returns of online purchasers (57%)

• Shoppers in Europe expect to see delivery options and total costs early in the purchase process.

Source: http://pressroom.ups.com


Different story worldwide

• Canadian Consumers are willing to wait an average of 10 days to receive their online purchases – longer than any other country examined

• Australian shoppers have the second lowest online shopping satisfaction rate

Source: http://pressroom.ups.com/


Research the target market

• Demand for your product or service in the country• Local competition• How do they view your home market• Are there any Internet censorships• Do they use online payment methods


Determine your online strategy


• Alibaba.com employs 20,000 people and has offices in 70 locations worldwide. Ideal for Chinese market too.

• Amazon & Ebay provides a lot help and tools for selling internationally and receiving payment

• Ebay also owns Paypal and Magento• All of the above offer a escrow service


Make your website visible internationally

1

Research your International SEO strategy

2

Implement your on page strategy

3Develop your link building

4

Measure your results

4


Localise by language or country?

• Decide if you are targeting a country or language?


• Sub domains• Top level country specific domain• Sub directories • Or language only• But be consistent – do not mix the two


Localise and translate your content

• 70% of online search enquiries are in other languages[source: Oban Multilingual]

• 85% of customers prefer to buy in their own language

• Customers are 4 times more likely to buy from a website in their native language [source: IDC]


Localise content to overcome language barriers

• Everyday one billion questions are asked In Google from 181 countries and 146 languages[source: http://www.google.com/competition/howgooglesearchworks.html

• Don’t just translate your content, get it adapted for the target country

• Ideal solution – content created for the target country


Use social media channels

• Create a Facebook page for your target country

• Tweet in the target language

• Setup a Google+ page in local language


Essential mistakes to avoid for international visibility

• Using wrong keywords• ‘Flats to let’ is translated as ‘flats allow’ in Turkish


Essential mistakes continued…

• Lacking cultural sensitivity• Not knowing local market trends• Ignoring other search engines - Yandex & Baidu


Essential mistakes cont…

• Not implementing multilingual markups (by your IT support)

• Not updating Google Webmaster tools (by your IT support)

• Not gaining link authority in local markets (with help from your IT support)


Website in 18 different versions…


Middle East version


Norwegian version

Spot the difference?


Essentials for selling globally

• Brand name check your product or company name to make sure it does not have any negative connotations in other languages

• Your website optimised for the target country• Your content translated and adapted for target country• Register with top level country specific domains• Use Social Media for brand influence• And making good contacts on the ground.

http://www.ttcwetranslate.com/language-skills/brand-name-checking/

http://www.ttcwetranslate.com/other-services/multilingual-seo/

http://www.ttcwetranslate.com/language-skills/translation-services/


TTC Service Offer for today

• Health check on your website• Report on:

• International SEO• Content• Domain management• Social media channels


and finally…

Keep calm &

capture new markets