DIT Boost your International Sales Online

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?

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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

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What were the concerns?

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Keyword

Research

65%

Google

Analytics 72%

Online lead gen

82%

Web optimisation

91%

Functionality

77%

Best practice for languages

73%

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Great for:

profit

growth

Product life

Spreading the risk

Brand awareness

longevity

Having fun!

Why does it matter?

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• 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

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Boost Your Digital Sales Online

The importance of digital marketing

Its more than just a game….

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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

To edit click View>Header and Footer 12

10. Name as many of these social media icons as you can


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10. And these ……

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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?


A huge 90%!


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


6. What % is mobile shopping as % of e commerce traffic


*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!


8. What is the top social media site in Germany


Active Social Media Users in China?


Answer:

650,000,000

(More than the population of USA)

10. Name as many of these social media icons as you can


facebook twitter rss googleplus

vimeo pinterest linkedIn instagram

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Sina Weibo

Chinese microblogging

website (mix of twitter and

facebook)

600mn users

We Chat

Chinese

micromessaging app

468mn users

And the winner is…..


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

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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

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Your international content … ready?

15/08/2016 64

15/08/2016 77

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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

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8/15/2016

Keep telling that story…….

Website → Lead Generation →Content Generation

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Content focus on what customers want ….

• Value for money

• Customer service

• Reliability

• Quality

• Ease of doing business

What you don’t do……

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•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:

Facebook

Twitter

Instagram

LinkedIn

Pinterest

You Tube


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!


#exportingisGREAT

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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!

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• 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.

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Google likes video better than content!


www.Wistia.com

How to create video

www.Biteable.com

You Tube creatoracademy.co/creatoracademy

What’s trending worldwide?


#exportingisGREAT


TOP TIP 2: Know the trends

www.google.com/trends – saves every search







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




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


Google Analytics


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


#exportingisGREAT

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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:

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E-Marketplaces and GREAT119

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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 [email protected] 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

http://www.newegg.com/

http://www.newegg.com/sellers/international/

mailto:[email protected]

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

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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!


TOP TIP 4: www.exportingisgreat.gov.uk


TOP TIP 5: Use the free UKTI resource!

Next steps:

• E Commerce and Digital Support :

Sue Beverley – E Commerce Adviser

T 07966222258

E:[email protected]

• International Trade Advice:

UKTI Hotline 0345 1360169

Thank You