Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012
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www.b2bmarketing.net @renepower Beyond .co.uk: Best practice multi- region b2b web marketing approaches René Power
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Rene's workshop presentation on taking your internet marketing international - given to B2B Marketing's annual conference in London on 1st November 2012. In this presentation he assessed the shifting international landscape and the importance of going beyond English - considering the impact on websites, SEO, PPC and social media - and crucially laying some good examples and steps to systematically marketing better in-country markets.
Transcript of Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012
www.b2bmarketing.net
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Beyond .co.uk: Best practice multi-region
b2b web marketing approaches
René Power
Presentation objectives
www.b2bmarketing.net
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www.b2bmarketing.net
Who here is in the business of giving customers what they want?
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Who here is in the business of managing an international brand?
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1.5bn speak English… Great!4.5bn prefer another language first… Doh!
Why you need to localise
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Source: ONS 2011 via UKTI
Where do British businesses sell?
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Top million web dev
• Reinforces view that English dominates
• But in-country specific is on the rise!
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www.b2bmarketing.net
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Relevance Visibility
Perception Reality
Good marketing embraces many challenges!
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Beyond .co.uk websites & SEO
www.b2bmarketing.net
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Good example of beyond .co.uk websites
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www.oceansprayitg.com
Search engine world map
www.b2bmarketing.net
http://www.smartinsights.com/search-engine-optimisation-seo/avoid-the-top-10-most-common-multilingual-seo-mistakes/attachment/search-engines-world-map/
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Local search
www.b2bmarketing.net
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Driving traffic
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For international:
Remove guesswork
Check keywords in source language
Check use
Don’t translate English campaign
Key-phrases + appropriate creative copy
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PPC still relevant
• Global paid search advertising in growth1
• Global paid advertising mobile £5.8bn2
• Global paid search advertising £3.3bn
• US/Europe 57%, Asia 36% and rising
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1 http://www.marketingcharts.com/television/global-display-ad-spend-growth-forecast-to-outpace-paid-search-22423/zenithoptimedia-global-online-ad-spend-2010-2014-june2012png/ 2 http://searchenginewatch.com/article/2182899/Global-Mobile-Search-Ad-Spend-Tops-3.2-Billion-in-2011
The international social challenge
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Social media world map
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http://4.mshcdn.com/wp-content/uploads/2012/06/SocialNetworks.jpg
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Facebook available in 30 languages
Brands can create multiple pages to target different geographies / languages
Social media around the worldRenRen – 160m users across China
VK – 100m users across Russia
Both surprisingly similar to Facebook!
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Linkedin worldwide
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http://blog.monitor.us/2012/07/creating-ads-on-linkedin-part-1/
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People and brands can display data in different languages
Successful multilingual social media
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Good examples
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https://www.facebook.com/SaintGobainWeberGmbH
Takeaways
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Presentation objectives
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Further reading
• www.searchenginewatch.com• www.searchenginejournal.com • www.searchengineland.com
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Thank you
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200 page eBook on b2b digital marketing - available to members of
http://www.smartinsights.com/ 20% off promo code: SMARTB2B
eBook coming soon to
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