2. 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?
2
3. 3
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
4. 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
4
5. What were the concerns?
5
Keyword
Research
65%
Google
Analytics
72%
Online lead
gen
82%
Web
optimisation
91%
Functionality
77%
Best
practice for
languages
73%
6. 6
Great for:
profit
growth
Product life
Spreading the risk
Brand awareness
longevity
Having fun!
Why does it matter?
7. 7
• 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?
8. North East E Exporting Is Great Programme
Supports all sectors
- Digital marketing support and / or
- Selling onto E Market places
8
9. 9
Boost Your Digital Sales Online
The importance of digital marketing
Its more than just a game….
10.
11. 11
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?
12. 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
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13. 10. Name as many of these social media icons as you can
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15. 15
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
16. 2. 2.4bn people use the website everyday. What % of
these have used it to purchase or contact a company?
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A huge 90%!
17. To edit click View>Header and Footer 17
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
18. 5. How many international shoppers bought from the UK in
2015?
According to Paypal 86 million people bought from the UK
in 2015
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19. 6. What % is mobile shopping as % of e commerce traffic
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*Shopify
20. 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!
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21. 8. What is the top social media site in Germany
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22. Active Social Media Users in China?
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Answer:
650,000,000
(More than the population of USA)
23. 10. Name as many of these social media icons as you can
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facebook twitter rss googleplus
vimeo pinterest linkedIn instagram
33. 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
79. Creating Digital Leads –
International Social
Media!
Norma Foster, International Communications Specialist
@UKTINorthEast @NormaFoster
#exportonline
90. Online Marketing - Rule of 3
1. Website Strategy
Navigation
Features
Colour scheme
Written content
Photography
Video
2. ‘Pull’ Strategy
SEO
Social Media
3. ‘Push’ Strategy
Email Marketing
Online Newsletter
Social Media
91. What are they looking for?
Information to make
imminent decision
Advice and help to make a
future decision
98. 98
Content focus on what customers want ….
• Value for money
• Customer service
• Reliability
• Quality
• Ease of doing business
99. What you don’t do……
99
•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!
100. Ways to reach your audience:
Social Media:
Facebook
Twitter
Instagram
LinkedIn
Pinterest
You Tube
To edit click View>Header and Footer 100
Blogs
Wordpress
Weebly
Tumblr
Market Places
Amazon
Newegg
Cdiscount
Trade Me
Mercado Libre
3rd party:
Trip Adviser
Yell
Which?
Trust Pilot
Google My
Business
101. You Tube – you can do it!
Sue Beverley – E Commerce Trade Adviser
#exportingisGREAT
102. 102
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!
103. 103
• 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.
107. To edit click View>Header and Footer 107
TOP TIP 2: Know the trends
www.google.com/trends – saves every search
108. To edit click View>Header and Footer 108
TOP TIP 2: Know the trends
109. To edit click View>Header and Footer 109
TOP TIP 2: Know the trends
110. To edit click View>Header and Footer 110
TOP TIP 2: Know the trends
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
111. To edit click View>Header and Footer 111
TOP TIP 2: Know the trends
112. To edit click View>Header and Footer 112
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
113. To edit click View>Header and Footer 113
Google Analytics
114. To edit click View>Header and Footer 114
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
115. UKTI’s E: Exporting Programme
Sue Beverley – E Commerce Trade Adviser
#exportingisGREAT
117. UKTI E Commerce Support
117
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:
120. 120
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 Marketplace@newegg.com for the Global Seller team in California
UKTI Terms
UKTI 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
132. 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
134. 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!
135. To edit click View>Header and Footer 135
TOP TIP 4: www.exportingisgreat.gov.uk
136. To edit click View>Header and Footer 136
TOP TIP 5: Use the free UKTI resource!
Next steps:
• E Commerce and Digital Support :
Sue Beverley – E Commerce Adviser
T 07966222258
E:sue.beverley@mobile.ukti.gov.uk
• International Trade Advice:
UKTI Hotline 0345 1360169