www.topfloortech.com @topfloortech @shanemfell
Seminar Agenda
• Welcome and introductions
• The importance of an exporting strategy
– Roxanne Baumann, Director of Global Engagement – WMEP
• Maximizing your global web marketing success
– Shane Fell, Top Floor Technologies
• Wrap-up / questions and answers
www.topfloortech.com @topfloortech @shanemfell
Top Floor Technologies Introduction
• Website Design & Development
• Search Engine Marketing
• Web Analytics & Conversion Improvement
• Internet Marketing Education
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Getting the Most
From Today’s Seminar
Write down 3 learning points that you will begin putting into
action within the next two weeks. Then – follow through.
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5 Mistakes Companies Make When
Going Global with Their Websites
1. Using poor quality translation.
2. Not adjusting for different sized text areas.
3. Not accounting for the global prominence of mobile
website use.
4. Assuming a direct translation of keyword phrases is
enough for global search engine optimization.
5. Taking a substandard website and pushing it out to
the rest of the world.
www.topfloortech.com @topfloortech @shanemfell
Setting the Foundation An Overview of Internet Marketing Fundamentals
www.topfloortech.com @topfloortech @shanemfell
Your
Website
Your Website is at the Core
Print Advertising
Tradeshows
Public Relations
(online & offline)
Search Engine
Marketing
Social Media
Direct Sales
Direct Marketing
(online & offline)
Promotions and
Campaigns
www.topfloortech.com @topfloortech @shanemfell
Setting Goals – start at the top
Drive more qualified
users to your Website
Two things you can do to improve the results of your Website
Convert a higher % of users
into opportunities
21
www.topfloortech.com @topfloortech @shanemfell
Website Success Formula
Website
visits
Conversion
% = Results(leads, sales)
www.topfloortech.com @topfloortech @shanemfell
*Source: Don’t Make Me Think: A Common Sense Guide to Web Usability by Steve Krug
Definition of Usability
Usability • making sure that something works well: thata person of average (or even below average) abilityand experience can use the thing – whether it’s a website, a fighter jet, or a revolving door – for its intendedpurpose without getting hopelessly frustrated.*
www.topfloortech.com @topfloortech @shanemfell
Maximize Your Calls to Acton
• From each key page of your
Website, users should know what they
can do next.
• Don’t overwhelm them with choices.
• Test design and wording to improve
conversion.
www.topfloortech.com @topfloortech @shanemfell
U.S. Share of Searches
Source: ComScore
Google66%
Yahoo14%
Microsoft15%
Ask3%
AOL2%
www.topfloortech.com @topfloortech @shanemfell
U.S. B2B Preferred Search Engines
Source: Enquiro Business to Business Survey
Google77%
Yahoo14%
Microsoft7%
Others2%
www.topfloortech.com @topfloortech @shanemfell
Search Engine Optimization (SEO)
Over 80% of activity on the first results page (top 10 results)
Keys to success: Keyword
analysis
Contentdevelopment
Linking strategy
Monitoring & updating
www.topfloortech.com @topfloortech @shanemfell
Pay-Per-Click (PPC)
Instant Results
Pay only for Website visits
Keys to success: Keyword
analysis (including negative terms)
Bid management
Quality Score
Monitoring & updating
www.topfloortech.com @topfloortech @shanemfell
OptimizedPress Releases
Articles and CaseStudies
Social Media
Email /Newsletters
Effective Landing Pages
KEYWORDTARGETS
Newsworthy / Relevant
Information
CONTENT DEPLOYMENT
Blog Posts& WebsiteUpdates
Develop A Winning
Content Strategy
www.topfloortech.com @topfloortech @shanemfell
Key Performance Indicators
• Visits
• Total Goals
• Goal Conversion Rate
• Bounce Rate
• Traffic Sources
• Keywords
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% Change
Contact Us + 20.00%
Quick Question + 33.33%
RFQ + 21.88%
0
5
10
15
20
25
30
35
40
45
Contact Us Quick Question
RFQ
Current
Previous
TOTAL COMPLETED GOALS
www.topfloortech.com @topfloortech @shanemfell
Projected 2014 E-Commerce Spending
by Region ($ billions)
202.8
166.6
93.2
27
4.9
3
0 50 100 150 200 250
North America
Western Europe
Asia-Pacific
Eastern Europe & Rusia
Australia
Africa & Middle East
Source: translations.com
www.topfloortech.com @topfloortech @shanemfell
Online Consumers Have Spoken
72.4%say they are more
likely to buy from
sites in their native
language.
56.2%say that information
in their language is
more important than
price when making
buying decisions.
72.1%spend most or all of
their time on sites in
their preferred
language.
Source: translations.com
www.topfloortech.com @topfloortech @shanemfell
• 1.86 billion internet users do not speak English.
• 47% of online shoppers in Europe would not settle
for using an English version of a retailer’s website.
• When Spanish-language web content ends just
before checkout, and final processing occurs in
English, conversion rates fall sharply – by as much
as 90%.
• 43% of the top 1000 global websites are in a single
language.Source: translations.com
Global Web Presence Matters
www.topfloortech.com @topfloortech @shanemfell
8 Key Questions When Going Global
With Your Website
1. What languages are you targeting?
2. What portions of your product/service mix apply?
3. How will you manage translation?
4. Should you translate your full website site or a
partial version?
www.topfloortech.com @topfloortech @shanemfell
8 Key Questions When Going Global
With Your Website
5. Where should you host your global websites and at
what website address?
6. How will future content updates be managed?
7. How will you maximize global search engine
positioning?
8. How will you respond to inquiries?
www.topfloortech.com @topfloortech @shanemfell
“Come Alive with Pepsi“ Campaign
When translated into Chinese …
"Pepsi brings your dead ancestors back to life".
When translated into German …
"Come out of the grave with Pepsi."
www.topfloortech.com @topfloortech @shanemfell
Signs From Around the World
• In the reception of a Romanian hotel
The lift is being fixed for the next day. During that time we regret that
you will be unbearable.
• In an African newspaper
A new swimming pool is rapidly taking shape since the contractors
have thrown in the bulk of their workers.
• In a hotel in Athens
Visitors are expected to complain at the office between the hours of
9 and 11 daily.
• On the menu of a Swiss restaurant
Our wines leave you nothing to hope for.
• Outside a Hong Kong tailor shop
Ladies may have a fit upstairs.
www.topfloortech.com @topfloortech @shanemfell
• In a Copenhagen airline ticket office
We take your bags and send them in all directions.
• In an advertisement by a Hong Kong dentist
Teeth extracted by the latest Methodists.
• At a Budapest zoo
Please do not feed the animals. If you have any suitable food, give it
to the guard on duty.
• In an Acapulco hotel
The manager has personally passed all the water served here.
• In the reception of a Moscow hotel
You are welcome to visit the cemetery where famous Russian and
Soviet composers, artists, and writers are buried daily except
Thursday.
Signs From Around the World
www.topfloortech.com @topfloortech @shanemfell
Translation Options
• Automated translation
tools.
• Your representatives who
speak the language you
are targeting.
• Professional translation
firms that use native
language translators.
www.topfloortech.com @topfloortech @shanemfell
How Much of Your Content to Include?
• Which portions of your product/service mix apply?
• Three primary options:
1. Full site translation
2. Micro-site translation
3. Landing page translation
www.topfloortech.com @topfloortech @shanemfell
Content Management
• As you change content on your United States
Website, how will these changes be reflected across
your global websites?
– Manual translation
– Translation memory
www.topfloortech.com @topfloortech @shanemfell
Global Search Engine Market Share
Source: NETMARKETSHARE
Google81%
Yahoo7%
Baidu6%
Bing4%
Other2%
www.topfloortech.com @topfloortech @shanemfell
Google’s Global Domains
.ca Canada
.de Germany
.jp Japan
.fr France
.au Australia
.ruRussian
Federation
.ch Switzerland
.it Italy
.nl Netherlands
.se Sweden
.no Norway
.es Spain
www.topfloortech.com @topfloortech @shanemfell
International Search Engine Optimization
• Perform keyword research in the native language.
• Update content to reflect target keywords.
• When possible, use a domain specific to each country
(ex. www.mycompany.es for Spain).
• When possible, host the site in the targeted country.
• List a local address on international sites, if you have a
physical presence in the country.
• Pursue links from other websites to each of your global
sites.
www.topfloortech.com @topfloortech @shanemfell
Useful Tip – See International Google
Results
https://addons.mozilla.org/en-US/firefox/addon/google-global/
www.topfloortech.com @topfloortech @shanemfell
Improving Your
Website's User
ExperienceNovember 12, 2013 - 2:30 to 5:00 PM
Hyatt on Main
Green Bay, WI
Upcoming Top Floor
Educational Seminars
www.topfloortech.com/seminars
for details or to register
Pandas, Penguins, and
HummingbirdsGoogle’s rapid transformation of
search
November 21, 2013 – 1:00 to 3:30 PM
Top Floor Technologies
New Berlin, WI
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