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10 principles for successful international web presenceSUSANNE DIRKS
E-VORSPRUNG CONSULTING
E-VORSPRUNG CONSULTING
Susanne Dirks MSc BSc
German living in Ireland
Academic background:◦ Translation / Localisation
◦ IT / Artificial Intelligence
◦ E-Marketing / Web Technologies
◦ International SEO
◦ Business Development and Innovation
Experience:◦ 15+ years as in MNC environment in various international IT
consulting, business development and management roles
◦ Recent years, working with Irish SMEs, helping them develop and implement strategies for international markets
Contact data:◦ [email protected], Ph. 086-2375131
E-VORSPRUNG CONSULTING
e-Vorsprung Consulting
Helping Irish SMEs fully leverage the Internet for sales and marketing with focus on export markets including:
International (e-)marketing strategy
Export market research
Export market content planning and development
Web presence localization, translation, trans-creation
International e-marketing and international SEO
Helping Irish SMEs leverage the Internet to reach, enter, and grow in export markets
www.evorsprung.com
E-VORSPRUNG CONSULTING
Why build international web presence ? INTERNATIONAL E-MARKETING IS NOT WHAT YOU MAY THINK IT IS
E-VORSPRUNG CONSULTING
1. Market opportunityGLOBAL INTERNET POPULATION
Global internet population
E-COMMERCE SALES IN SELECTED EUROPEAN COUNTRIES
0
20
40
60
80
100
120
140
160
180
Ireland France UK Germany Russia Spain
eCommerce Sales in Bn Euro (2015)
eCommerce Sales in Bn Euro
E-VORSPRUNG CONSULTING
Source: internetlivestats, 2013Source: ecommerce-Europe.eu
2. Market visibility
93.70%
2.80%
3.50%
6.30%
Example: www.irish-sme.ie
Ireland
UK&US
E-VORSPRUNG CONSULTING
Typical non-Irish Market share of Ireland-only SME website
93.70%
2.80%
3.50%
6.30%
Example: www.irish-sme.ie
Ireland
UK&US
10 principles for successful international web presence
E-VORSPRUNG CONSULTING
StrategyBusiness
EnvironmentCompetitors Culture
Technology Content Language Optimisation
SupportSpecial
challenges
1. Start with INTERNATIONAL STRATEGY
1. Countries
2. Products / services
3. Target audience/s
4. Channels
5. Differentiators and USP
E-VORSPRUNG CONSULTING
WHERE WHAT WHO WHY WHEN HOW
2. Prepare for a different micro and macro
business environment
E-VORSPRUNG CONSULTING
Macro environment
Micro environment
Internal
Company
• Economy• Demographics• Cultural forces• Social factors
• Legal structure• Political structures
• Technology
• Suppliers• Distributors• Competitors• Customers
Beware: Different business environment!
Example: Google Global Market Finder for ‘Tractors’ opportunity in Europe (extract):
Example: Different demand (online)
3. Embrace your new competitors
E-VORSPRUNG CONSULTING
Get to know your new competitors
Learn from your new competitors
Learn from your new competitorsTYPICAL AREAS TO EXAMINE
Weaknesses and strengths of competitor
Specific business aspects, e.g.◦ Terms and conditions
◦ Pricing
◦ Value proposition / USP
Specific web presence aspects, e.g. ◦ Keywords
◦ Content strategy
◦ E-marketing tactics
◦ Social media strategy
◦ Customer support
◦ Best practice
EXAMPLE: BENCHMARKING AGAINST NEW COMPETITORS
E-VORSPRUNG CONSULTING
COMPETITORS
4. Tune into local culture
CULTURE INFLUENCES HOW ALL OF ITS MEMBERS:
Perceive
Think
Value
Act
E-MARKETING AIMS AT GETTING PEOPLES’:
A ttention
I nterest
D esire
A ction
E-VORSPRUNG CONSULTING
“The web is not a culturally
neutral medium … a website has to be
designed for a targetted customer segment
… Local adaptation should be based on a
complete understanding of
a customer group’s culture …”
Hofstede’s 6 cultural dimensions:
Power distance
Individualism
Masculinity/femininity
Uncertainty avoidance
Long-term orientation
Indulgence
E-VORSPRUNG CONSULTING
Can and must be addressed via:
Web design, content, language,
features/functionality
Cultural dimensions as a guide
Ireland in comparison…
KEY PRINCIPLES
Minimal ambiguity
Clear navigation
Structured information
Predictable user journey
No pop-ups
No non-essential info
Explicit language
Clear images
EXAMPLE:
Example Russia: Website design addressing uncertainty avoidance
E-VORSPRUNG CONSULTING
Example: Concepts, values, interests vary
E-VORSPRUNG CONSULTING
What is a ‘family’ ?
Average marriage age
Standards and conventions: When in Rome …WEBSITE FUNCTIONALITY
Measurements
Currency
Symbols and icons
Formats for specific text items
Word and text length
WEBSITE MARKETING
Overall look and feel
Layout and navigation
Colours
Pictures
Content
Concepts
Bank Holidays
E-VORSPRUNG CONSULTING
Example Facebook: Consistent and modular design accommodating different language requirements
FACEBOOK, ITALY FACEBOOK, ISRAEL
E-VORSPRUNG CONSULTING
E-VORSPRUNG CONSULTING
Example Nivea: Using pictures that the target market audience can identify with
Example Starbucks: Using pictures of feature products that are most popular in the market
E-VORSPRUNG CONSULTING
Turkey
Mexico
Korea
India
Ireland
All pictures should be checked for suitability for their new market
E-VORSPRUNG CONSULTING
Draft for German market
Final version for German market
6. Be tech-savvy
Different hardware / IT infrastructure
Different software platforms
Different usage patterns
Different rules
E-VORSPRUNG CONSULTING
Different technology infrastructureAVERAGE MOBILE CONNECTION SPEEDS MOBILE SHARE OF WEB TRAFFIC
E-VORSPRUNG CONSULTING
Source: Statcounter, Q1/16 / wearesocial.com
E-VORSPRUNG CONSULTING
Google is not Number ONE everywhere
Differences in software platform preferences
SEO / SEM implications especially for:- China- Hong Kong- Russia- South Korea- United States
Example: Germany Example: China
E-VORSPRUNG CONSULTING
Different countries, different social networks
Example: Russia
6. Provide locally relevant content
Articulates your value proposition in …
Differentiates you from competitors in …
Meets the content needs of …
Uses standards and conventions in …
Uses content formats preferred by …
Uses design, colours, graphics used in…
Builds trust with local users in…
Speaks the ‘language’ of …
E-VORSPRUNG CONSULTING
Your Target Market
E-VORSPRUNG CONSULTING
Germany
Ireland
Target market focus:Locally relevant content for local appeal
Aldi Nord Germany value proposition:Top quality food at consistently low price
E-VORSPRUNG CONSULTING
7. Speak the right language
Search
Read
Listen
Evaluate
Order
Ask
questions
Write
reviews
E-VORSPRUNG CONSULTING
Only ¼ of Internet users are English
speakers
Question asked:
“Do you use a language other than
your own to read/watch content
on the Internet ?”
Considerable country variances !
E-VORSPRUNG CONSULTING
English language proficiency is lower than you think: No translation, less reach
Top 25 global websites (2015) support an average of 30 languages!
Google Translate is not the solution
Food for Thought:1.Who had the most
globalised website in 2015 ?2.Did they use Google
Translate ?
Do it right: Translation quality is a reflection of your attitude to quality and customer service
E-VORSPRUNG CONSULTING
A big part of translation is planning and prioritising
E-VORSPRUNG CONSULTING
Decideat start
Scope
Messages
Style
Formats
Ensure
always
Quality & consistency
Keyword focus
Fresh content
Standards & conventions
Avoid
here
Thinkcarefully
Keywords
Taglines
Ads
CTAs
Non-text content
Google Translate & Co
Translator wannabes
Mixed-language approaches
Creating valid,
fresh,
persuasive,
relevant quality
content for local
users and search
engines
Don’t forget to ‘translate’ English content
E-VORSPRUNG CONSULTING
Website text and SEO text needs to reflect the ‘language’ used by your target market
◦ Official language
◦ National ‘dialect’
◦ Words
◦ Spelling
◦ Usage patterns
Search:
UK: 77%, US: 14%Search: UK: 23%, US: 86%
8. Make your website easy to find
• Give local signals for search engines
• Optimise your website for local search engine/s
• Select best keywords for search engine marketing: SEO and PPC
• Be seen in the ‘right places’ online
• Decide, where and how to ‘socialise’
E-VORSPRUNG CONSULTING
Local signals for search engines
Domain URL and domain strategy
Webmaster Tool settings
Sitemaps and hreflang tag
Server Location
Website – content and metadata language
Currency and address formats
Inbound links
E-VORSPRUNG CONSULTING
Don’t confuse Google with your domain strategyCLIENT EXAMPLES
Client example 1: Target markets: 4 Domain names: 2 Generic top-level domains: 2 Country code top-level domains: 5 Country subfolder: 1
Client example 2: Target markets: 3 Domain names: 2 Generic top-level domains: 1 Country-code top-level domains: 2 Country sub-folders: 2
DOMAIN STRATEGY
Domain name Meaningful
Works internationally
Available internationally (if ccTLD approach)
Approach: Consistency is key: Country-code OR subfolders
Decision criteria:
International strategy – countries
Domain name availability
Resources for SEO
Domain history of company
E-VORSPRUNG CONSULTING
0 1000 2000 3000 4000 5000 6000
health shoes (IRL)
gesunde schuhe
bequeme schuhe
extra breite schuhe
weite schuhe
Monthly search volume
E-VORSPRUNG CONSULTING
0! Search volume for the Google Translate term
Search terms are thinking patterns that often DO NOT translate one-to-oneExample: Selling “wide fitting shoes” in Germany
Germany
Austria
Switzerland
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Ackerschnacker
Händy
Natel
Handy
Mobiltelefon
E-VORSPRUNG CONSULTING
Example: “Mobile Phone” in German speaking markets
Same language does NOT guarantee same search pattern
Official translation
Colloquial term
Local Swiss term
Be ready for users’ own approaches to deal with language issuesAccents and dropped accents
Umlauts
Compounds
E-VORSPRUNG CONSULTING
Competitive differentiation of keyword varies between markets
E-VORSPRUNG CONSULTING
Keyword Irish search result(google.ie)
German search result (google.de)
butterPage 1 (Place 5) Page 5 *
* Organic search results only, Google ads shows earlier
** First product in the listing
Example: Kerrygold in the search engine results
9. Plan for the long haul
E-VORSPRUNG CONSULTING
74.7 % say availability of after-sales support in own language influences their buying decision
Web presence in export markets requires time, budget, resources Initially – localisation, on-page SEO, e-marketing for launch
On an ongoing basis – off-page SEO and other e-marketing tactics
A website is for life, not just for Christmas Fresh content
Internet is a 2-way channel Enabling and answering incoming queries
Provide answers and options for queriesRich and localised information on website, e.g.Sitemap
FAQs
Brochures
Downloads
Product selector/configurator
Delivery tracking option
Product availability information
Options for getting answering specific questionsChoice of contact options
Interactive and instant contact options
E-VORSPRUNG CONSULTING
Building trust: BasicsContact data
◦ Address, phone number, email, fax etc.
Provide information about company◦ About us
◦ History
◦ People
◦ Achievements
Provide locally expected or legally mandated information
◦ E.g. Germany: Impressum
E-VORSPRUNG CONSULTING
10 principles for international web presence at a glance
1. Start with international strategy
2. Prepare for a different business environment
3. Embrace your competitors
4. Tune into local culture
5. Be tech-savvy
6. Provide locally relevant content
7. Speak the right language
8. Make your website easy to find
9. Plan for the long haul
10. Face up to special challenges
E-VORSPRUNG CONSULTING
E-VORSPRUNG CONSULTING
2. e-Marketing localisation
1. Website localisation
Successful web presence
in export market
International web presence involves addressing two main requirements: Local impact & local visibility
Next step, the ‘proper way’: Internationalisation project
Phase1
• Strategy review & development of international web presence strategy
Phase2
• International web presence, optimisation & localisationplanning
Phase3
• International web presence implementation
Phase4
• Internet marketing strategy and approach for export markets
Phase5
• e-marketing implementation, incl. ongoing refinement and skills transfer
Launch of SEO-optimisedexport website/s based on strategy developed
International e-marketing
Strategic web presence internationalisation
Alternative next steps: Testing the waters
International strategy and market research/prioritisation
(Foreign market) Website audit
Mini website for foreign markets
Adwords campaign/s for foreign market/s
Localised approach using external platforms
Local presence on Social Media
Joint distributor e-marketing initiatives
E-VORSPRUNG CONSULTING
E-VORSPRUNG CONSULTING
Susanne Dirks
e-Vorsprung Consulting
www.evorsprung.com
Ph. 086-2375131
Thank You