10 principles for a successful international web presence
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10 principles for successful international web presenceSUSANNE DIRKS
E-VORSPRUNG CONSULTING
E-VORSPRUNG CONSULTING
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Susanne Dirks MSc BSc
German living in Ireland
Academic background:◦ Translation / Localisation
◦ IT / Artificial Intelligence
◦ E-Marketing / Web Technologies
◦ Business Development and Innovation
Experience:◦ 15+ years as in MNC environment in various international consulting,
business development and management roles
◦ Recent years, working with Irish SMEs, helping them use the Internet to reach and grow in export markets
Contact data:◦ [email protected], Ph. 086-2375131
E-VORSPRUNG CONSULTING
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e-Vorsprung Consulting
Helping Irish SMEs fully leverage the Internet for sales and marketing with focus on export markets including:
Export market research
International (e-)marketing strategy
Export market content planning and development
Web presence localization, translation, trans-creation
International e-marketing and SEO
Helping Irish SMEs leverage the Internet to reach, enter, and grow in export markets
www.evorsprung.com
E-VORSPRUNG CONSULTING
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Common misconceptions about international web presenceINTERNATIONAL E-MARKETING IS NOT WHAT YOU MAY THINK IT IS
E-VORSPRUNG CONSULTING
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GLOBAL INTERNET POPULATION INTERNATIONAL WEBSITE VISIBILITY/SALES
E-VORSPRUNG CONSULTING
“… the Internet is international per se …”
Source: internetlivestats, 2013
93.70%
2.80%
3.50%
6.30%
Example: www.irish-sme.ie
Ireland
UK&US
Other
International in theory, but not in practice
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AUDIT RESULTS OF ‘GERMAN’ EI CLIENT WEBSITES (2013) SHOWED TRANSLATED WEBSITES PERFORMED POORLY
1.37
0.24
0.74
1
Best Worst Average score
KEY CONCLUSIONS
E-VORSPRUNG CONSULTING
“… all you need to do is to translate your website… “
YES, translation is important …
BUT: Translation is not a panacea◦ No automatic visibility in export market
◦ No automatic competitive differentiation
◦ No automatic buy-in and trust
◦ No automatic support of processes
=> Translation is important, but only one small part of the process
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EXAMPLE 1: CLIENT WITH ENGLISH-LANGUAGE WEBSITE OPEN TO ALL MARKETS
Ireland US UK
Visits 2572 630 91
Visits from targeted market
73 % 9 % 47%
EXAMPLE 2: CLIENT WITH WEBSITE EACH FOR IRELAND, UK, AND US
E-VORSPRUNG CONSULTING
“… my website is already international…”
International = YES:Visitors (and sales) from many countries
Internationally successful = NO:Brand-driven visits and sales only
International website = YES: Website per market
Internationally successful = NO: Poor visibility in target markets
No investment in internationalisation, BUT
massive unleveraged international potential
Investment in (poor) international website that does not pay off
PLUS Unleveraged potential
=> Lack of internationalisation equals loss of business
opportunities
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“… you just need to translate and optimise your website …”
Beware: Different business environment!
Example: Google Market Finder for ‘Tractors’ opportunity in Europe (extract):
=> Web presence in each export market needs to align with market
conditions
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KEY CONSIDERATIONS BEST PRACTICE EXAMPLE: KERRYGOLD
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“… I’m already running some local Google ads…”
Settings – target market, language, audience
Keywords for target market• Local language/market keyword research
Ad text transcreation• Local keywords
• Local value proposition / USP
• Local call to action
• Word length restrictions
Localised landing page
Tuned for local search
Localised Ad
Landing Page
=> Properly localised Google Ads can be a useful tactic for
internationalisation
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E-VORSPRUNG CONSULTING
“ … I’m okay, I have done it …”
Example: Organic keyword positions for client who had optimised site for US in 2012
Client competitor data on keywords during same timeframe:
=> As in home market, web presence requires ongoing work on SEO and
internet marketing
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10 principles for successful international web presence
E-VORSPRUNG CONSULTING
StrategyBusiness
EnvironmentCompetitors Culture
Technology Content Language Optimisation
SupportSpecial
challenges
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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
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International Internet strategy typically requires balancing conflicting requirements
Export market/s requirements &
opportunities
Company requirements,
status, constraints &
goals
An Internet Strategy that:
Aligns to the current overall and/or home market strategy
Meets export market/s requirements
Allows for learnings from export markets to feed into other markets and overall strategy
E-VORSPRUNG CONSULTING
Export market visibilityrequires an export
market focused Internet Strategy !
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Developing an international e-marketing strategy benefits the home market too!
BEFORE
Website no longer reflected business strategy 2 websites, 4 domains Duplicated content Same content for all countries: Distributor: 29 distributed products Manufacturer: 3 manufactured products Expertise: 6 sectors
All products, markets, sector treated equal
Website did not address target market needs Same content and design for all markets Same marketing and SEO for all markets
AFTER
E-VORSPRUNG CONSULTING
New international website and e-marketing reflecting new business strategy
Focused targetting of prioritised markets
1 domain with country subfolders
Core value proposition for all countries
No duplication of content
Varying content elements per country
SEO-optimised content
e-Marketing variances between countries
Opportunity-driven growth
Out of date, diluted value proposition on website
Same content for all with limited impact
E-Marketing for all with limited impact
Strategic company-driven growth
Strong core value proposition on website
Relevant high-impact content per country
E-marketing choices based on country, product, and channel requirements
B2B CLIENT EXAMPLE
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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
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3. Embrace your new competitors
E-VORSPRUNG CONSULTING
Get to know your new competitors
Learn from your new competitors
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Get to know your new competitorsExample: “Ladies shoes”IRELAND (GOOGLE.IE): LADIES SHOES GERMANY (GOOGLE.DE): DAMENSCHUHE
E-VORSPRUNG CONSULTING
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Get to know your new competitorsExample: “Tractor parts”IRELAND (GOOGLE.IE): “BUY TRACTOR PARTS ONLINE”
GERMANY (GOOGLE.DE): “TRAKTORTEILE ONLINE KAUFEN”
E-VORSPRUNG CONSULTING
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Learn from your new competitorsTYPICAL AREAS TO EXAMINE
Weaknesses and strengths of competitor
Specific business aspects, e.g.◦ Terms and conditions◦ Pricing◦ Value proposition
Specific web presence aspects, e.g. ◦ Keywords◦ E-marketing tactics◦ Social media strategy◦ Best practice
EXAMPLE: BENCHMARKING CLIENT
E-VORSPRUNG CONSULTING
COMPETITORS
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4. Tune into local culture
CULTURE INFLUENCES HOW ALL OF ITS MEMBERS:
Perceive
Think
Value
Act
E-MARKETING AIMS AT GETTING PEOPLES’:
Attention
Interest
Desire
Action
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 …”
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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
Bank Holidays
E-VORSPRUNG CONSULTING
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Example: Different colour and design preferences
ALIBABA.CN ALIBABA.COM
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All pictures should be checked for suitability for their new market
E-VORSPRUNG CONSULTING
Draft for German market
Final version for German market
Spot the
issue!
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Pictures are an opportunity for subtle localisation to new marketORIFLAME IN LATVIA ORIFLAME IN KENYA
E-VORSPRUNG CONSULTING
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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,
features/functionality
Ireland in comparison…
Cultural dimensions
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KEY PRINCIPLES
Minimal ambiguity
Clear navigation
Structured information
Predictable user journey
No pop-ups
No non-essential info
Explicit language
Clear images
EXAMPLE:
Example: Addressing uncertainty avoidance
E-VORSPRUNG CONSULTING
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AVERAGE CONNECTION SPEED SMARTPHONE PENETRATION LEVELS
E-VORSPRUNG CONSULTING
6. Be tech-savvy Differences in technology infrastructure
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E-VORSPRUNG CONSULTING
Google is not Number ONE everywhere
Differences in software platform preferences
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Example: Germany Example: China
E-VORSPRUNG CONSULTING
Different countries, different social networks
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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
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Aldi Süd Germany value proposition: Quality products, cheap price guaranteed
E-VORSPRUNG CONSULTING
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Aldi Nord Germany value proposition:Top quality food at consistently low price
E-VORSPRUNG CONSULTING
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Aldi Austria value proposition:Cheap style with a conscience
E-VORSPRUNG CONSULTING
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Aldi France value proposition:Low cost, quick tasty food for singles
E-VORSPRUNG CONSULTING
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Aldi UK value proposition:Fresh food with a British twist
E-VORSPRUNG CONSULTING
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Aldi Ireland value proposition:Buy Irish quality and support Ireland
E-VORSPRUNG CONSULTING
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E-VORSPRUNG CONSULTING
Germany
Ireland
Target market focus:Locally relevant content for local appeal
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E-VORSPRUNG CONSULTING
Example, Kerrygold Germany product page (2013):
Presentation of content:Meeting different expectations for content
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Content for special requirements:Legally required content
Example: MicksGarage.de, Germany
E-VORSPRUNG CONSULTING
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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
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Considerable country variances !
Question asked:
“Do you use a language other than
your own to read/watch content
on the Internet ?”
E-VORSPRUNG CONSULTING
English language proficiency is lower than you think
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Google Translate is not the solution
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Translation quality is a reflection of your attitude to quality
E-VORSPRUNG CONSULTING
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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 like pest
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
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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%
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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
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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
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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
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Social Media Optimisation
Search Engine
Optimisation
Search Engine
AdvertisingKeywords for SEO and SEA, SMO for target market
◦ Alignment with value proposition and USP
◦ Target market language
◦ Target market usage
◦ Regional aspects
◦ Cultural aspects
Keywords !!!
E-VORSPRUNG CONSULTING
Need for multi-disciplinary approach and skills: market
insight, linguistic skills, internet marketing
Keywords need to be given special attention
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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
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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
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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
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E-VORSPRUNG CONSULTING
Monthly search volume (Google)
English term UK Germany German term
house exchange 14,800 1,600 Haustausch
home exchange 4,400 0 Eigenheimtausch
house swap 5,400 NA NA
home swap 4,400 0 Haus Swap (Google Translate)
flat exchange 110 2,400 Wohnungstausch
apartment exchange 10 10 Apartment Tausch
The business environment influences demand and search
Example: Checking market for ‘house exchange’ in UK and Germany
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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, SEO, e-marketing for launch
On an ongoing basis – SEO and e-marketing
A website is for life, not just for Christmas Fresh content
Internet is a 2-way channel Enabling and answering incoming queries
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10. Face up to special challenges
E-VORSPRUNG CONSULTING
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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
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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
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Building localised trust: AdvancedEdelmann Trust Barometer
2014
E-VORSPRUNG CONSULTING
L
O
C
A
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10 principles for international web presence at a glance
1. Start with 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
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E-VORSPRUNG CONSULTING
e-Marketing localisation
Website localisation
Successful web presence
in export market
International web presence involves addressing two main requirements
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Typical 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
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E-VORSPRUNG CONSULTING
Susanne Dirks
e-Vorsprung Consulting
www.evorsprung.com
Ph. 086-2375131
Thank You