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.

1. Beyond .co.uk:
Best practice multi-region b2b
web marketing approaches
René Power
www.b2bmarketing.net
@renepower

2. Presentation objectives
Show one size doesn’t fit all
Provide practical steps to
going beyond .co.uk
Give some best practice
examples
www.b2bmarketing.net
@renepower

3. Who here is in the business of
managing an international brand?
Who here is in the business of
giving customers what they want?
www.b2bmarketing.net
@renepower

4. 1.5bn speak English… Great!
4.5bn prefer another language first… Doh!
www.b2bmarketing.net
@renepower

5. Where do British
Why you need to localise sell?
businesses
Source: ONS 2011 via UKTI
www.b2bmarketing.net
@renepower

6. Top million web dev
• Reinforces view that
English dominates
• But in-country
specific is on the rise!
www.b2bmarketing.net
@renepower

7. Relevance Visibility
Perception Reality
www.b2bmarketing.net
@renepower

8. Good marketing embraces many
challenges!
Right Right Right Right
person message time way
www.b2bmarketing.net
@renepower

9. Beyond .co.uk websites & SEO
• Research
• Validation
Keywords
• Content
• Structure
Meta
• Domains and URLs
• Hosting
Domains
• Set up
• Design and build
Design build • Index
www.b2bmarketing.net
@renepower

10. Good example of beyond .co.uk
websites
www.oceansprayitg.com
www.b2bmarketing.net
@renepower

11. Search engine world map
http://www.smartinsights.com/search-engine-optimisation-seo/avoid-the-top-10-most-common-multilingual-seo-
mistakes/attachment/search-engines-world-map/
www.b2bmarketing.net
@renepower

12. Local search
www.b2bmarketing.net
@renepower

13. Driving traffic
www.b2bmarketing.net
@renepower

14. For international:
Remove guesswork
Check keywords in source
language
Check use
Don’t translate English
campaign
Key-phrases + appropriate
creative copy
www.b2bmarketing.net
@renepower

15. 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
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
www.b2bmarketing.net
@renepower

16. The international social challenge
Using targeted in-
Using the main Talking to the world
country platforms
platforms well in on the main
for deeper regional
English! platforms
engagement
www.b2bmarketing.net
@renepower

17. Social media world map
Brands can create multiple
pages to target different
geographies / languages
Facebook available
in 30 languages
http://4.mshcdn.com/wp-content/uploads/2012/06/SocialNetworks.jpg
www.b2bmarketing.net
@renepower

18. Social media around the world
RenRen – 160m users
across China
VK – 100m users across
Russia
Both surprisingly similar to Facebook!
www.b2bmarketing.net
@renepower

19. Linkedin worldwide People and brands can display
data in different languages
http://blog.monitor.us/2012/07/creating-ads-on-linkedin-part-1/
www.b2bmarketing.net
@renepower

20. Successful multilingual social media
1. Think like a local
2. Talk the lingo
3. Segment the audience
4. Keep messages relevant
5. Engage
www.b2bmarketing.net
@renepower

21. Good examples
https://www.facebook.com/SaintGobainWeberGmbH
www.b2bmarketing.net
@renepower

22. Takeaways
Use in-country extensions like .cn .es.
Use local servers
Use Google geo-targeting
Use UTF-8 compliant CMS/software for non latin characters
Use one language per page
Optimise for local engines, directories and links
Don’t just translate sites, ads, content, social – make relevant to in-country markets!
www.b2bmarketing.net
@renepower

23. Presentation objectives
Show one size doesn’t fit all
Provide practical steps to
going beyond .co.uk
Give some best practice
examples
www.b2bmarketing.net
@renepower

24. Further reading
• www.searchenginewatch.com
• www.searchenginejournal.com
• www.searchengineland.com
www.b2bmarketing.net
@renepower

25. Thank you
200 page eBook on b2b digital
marketing - available to members of
http://www.smartinsights.com/
20% off promo code: SMARTB2B
eBook coming soon to
rene@bdb.co.uk
www.bdb.co.uk
@renepower
www.b2bmarketing.net
@renepower