1. Digital Marketing
For entrepreneurs and
Small Business
Juanjo López

2. Juanjo López
• CEO Royal Profit Group.
• Companies consultant and instructor.
Who I am?
Academic training
• MBA Executive EOI.
•Master degree in Social Media Advance. Universidad de San Francisco (USF).
• Master degree in Mobile Marketing. Universidad de San Francisco (USF)
• Approved Agent by Google.
@Juanjoroyalcom Juanjo.lopez@royalprofit.fi
www. slideshare.net/JuanjoLopezGarcia/

3. Our Group

4. Online Marketing

5. What is e-Commerce?
It starts in the banking sector around 1970 in EEUU.
Commercial Transactions
in product or services
networking as well as in
companies or individuals.

6. In 2012 most of the people who bought on the net where:
1. Norwegians(73%)
2. British and Swedish(71%)
3. Danish(70%)
Source:
Some Interesting data…

7. Some Interesting data…
•Propitious cases:
•Handcrafted or exclusive products.
•Exclusive distribution services and products.
•Large profit margins and masive services and products.
•Drop-Shipping Products (without storehouse or shipping), These kind of
business works better with less rivals
•Un- propitious cases:
•The rest
What kind of business works good online?

8. Principal Platforms
Date: May 2013

9. Shopping trolley:
It plays a very important role in the e-Shop. They are essential for the
purchase conversion.
The information must be corrected regarding
taxes, product amount, shipping costs(if they
are permanent prices for any destination) or
discounts if any.

10. Sales Process: Funnel Conversion
The main difference between
e-Commerce and convencional
commerce is the measurement
capability of the online media.
Funnel Conversion:
•Visitors to the site and their origin.
•Product website.
•Shopping Trolley.
•Checkout purchase.
% of visitors who
buy in the site
The main target is to measure:

11. Trustmark
If you want people to trust in you its better to have a Security Trustmark.
The best known are:

12. Digital Marketing
Actions

13. Digital strategy in any business the must
rely on:
“Three pillars”:
1. Branding,
2. Traffic Generation,
3. Social Media,

14. WEB /
ECOMMERCE
SEO
SEM
MAILING
DIGITAL
PRESS
AFFILIATION
SOCIAL
MEDIA
Digital Marketing Actions:

15. Estimated Costs:
SEO
• Minimum 2.400€/year and Ideal 9.000€/year
SOCIAL
MEDIA
• Minimum 1.800€/year and Ideal 7.000€/year
SEM
• Depends on sector and market
AFILIATIO
N
• Permanent 1.200€/year and variable by target
DIGITAL
PRESS
• Minimum 3.600€/year and Ideal 11.000€/year
MAILING
• Minimum 1.200€/year and Ideal 10.000€/year

16. Combination of actions according to budget:
SEO SOCIAL
MEDIA
AFILIATION
LONG
TERM
DIGITAL
PRESS
MAILING SEM
SHORT
TERM
Average budget :

17. Combination of actions according to budget:
Digital
press
SEO
SOCIAL
MEDIA
AFILIATION MAILING SEM
SHORT
AVERAGE
LONG
TERM
High budget:

18. SEO
“Get low cost high quality visitors”
“Search Engine Optimization”. Plus 200 features to note: link
buIlding, code clean-up and age-registration-description of the
domain.
Targets: Average-Long term

19. SEM
“Measurable and transparent investment”
“Search Engine Marketing”. Keywords-adds-destination url.
Sistems: CPC, CPM, CPA, CPL, …

20. MAILING
“Database interaction”
Massive information mail sending. Creativity-design-analitics of the
mail sendings.
Targets: Short term

21. SOCIAL MEDIA
“online social Interaction”
Active management of the valuable content in the social
media. hear-conect-comunicate-respect the user.
Target: Average– Long term

22. Online Market Analysis
of the
TOOLS

23. KEYWORDS PLANNER
Used to analyze words that are relative to your sector. They are the
most wanted in any language and country in which Google operates.
https://support.google.com/adwords/answer/3141229

24. SEMRUSH
Used to analice the words in which our rivals are positioned
http://es.semrush.com/

25. ALEXA
Used to analice the web traffic on the websites and their scope. It
also offers some optimization options for websites.
http://www.alexa.com/

26. ANALYTICS: Real Time

27. ANALYTICS: Customized Dashboard

28. ANALYTICS: Visitors Track

29. ANALYTICS: Website Clics Scan

30. ANALYTICS: Conversion Rate Test

31. ANALYTICS: Conversion /Traffic Fount

32. ANALYTICS: E-commerce Goals

33. ANALYTICS: Advanced Skills
1. Events and virtual pages
2. Analytics in Site search
3. Tag Manager
4. Business Intelligence parameters and alerts
5. Social Traffic urls tag
6. Calls tracking

34. Internationalization
Strategies

35. Ways to get inside
1. Creating subsidiaries in your country.
2. Commercing from here, Shipping from
here.
3. Commercing from here, taking the
logistics from the outside.
4. Selling franchises.
5. Local distributors.
6. Producing in other countries.
7. Adquiring a company from our
destination country.

36. 5 Key points
1. Speaking the language.
2. Adapting to their schedule.
3. Having specific campaigns for the country.
4. Work with International logistic experienced companies.
5. Create effective and varied channels of comunication and
customer care: mails, chat online, Skype, free calls, social media
and local telephone.

37. E-Commerce
Key Factors

38. Internacional e-commerce
1. Shipments
2. Taxation
3. Customs duty
4. Goods insurance and foreign exchange
5. Payment platforms
6. Sales platforms
+

39. Key Aspects Shipments
- Airlift 48-72 h, ideal for urgent shipments.
- Ground Shipping 2-7 days, ideal for europe.
- Maritime Shipping 7-30 days depends on destination, ideal for big volume and
long distances
- Ground Shipping 24-72 h.
*Advice: Work with Local Agencies based in Spain or work with International Agencies
such as DHL.
**Options: To shorten the deadlines: create a logistic platform centralised in the
destination country.
International:
Local:

40. Key aspects Taxation
1. Create invoices from Finland.
2. Create invoices from the destination country.
3. Create invoices from other countries.
Usually, the best way is creating invoices from a subsidiary in the
destination country. Although sometimes may be better creating the
invoices from another country. The ideal way is to study each case with an
international tax expert.

41. Key Aspects Customs Duty
1. Legislation, check legislation and international transit permissionsl.
2. Duties, taxes for the different kind of products according to taric
code.
3. Rates, documentation and merchandise handling.
http://www.taric.es/prodserv/aranadu/ps_aranadu.asp
Advices:
Work with an expert forwarder in the destination company.
Options:
Having a stock in a free port and paying the taxes once you sell the
product.

42. Key Aspects Insurance
1. Goods, breakage insurance for the journey and liability. Its usually from 3% to
110% of the invoice amount.
2. Foraign exchange, currency exchange insurance to prevent fluctuantion. Its
ussually a permanent incentive payment plus a variable percent you may
negociate with the bank. It also depends on the foreign exchange.

43. Ways of payment
TRANSFER: Best one for commerce.
COD: Not the most recommended, although its quite used. Has trade commission(2%-5%
aprox), may have possible delays for the payment and unpayment risk.
CREDIT CARD: Secure and fast, has also a bank commision.
PAYPAL: Card surcharge for clients.
CHECKOUT (google): Wallet
PAYMENT ON STORE: For conventional stores sucha as El Corte Inglés.
PREMIUM SMS : Useful for micropayments.
Advice: Working with a bank operating in Spain and in the destination country.

44. Important Tips for
internationalization

45. Advantages for internationalization
1. Diversify risks.
2. Increase oportunities.
3. Costs reducction.
4. Competitive improvement.
5. Higher market volume.
6. Increase brand image and trade
prestige.
7. Increases reliability of a brand.
8. Improves profitability.
9. Constant learning.

46. Classic mistakes
1. Overconfidence.
2. Short-term Planning.
3. Lack moral sensibility with other cultures.
4. Lack of resources.
5. Lack knowledge of foreign markets.
6. Lack of experience in international business.

47. Keys to success
1. Commitment.
2. Leathership.
3. Knowledge.
4. Competitive advantage.
5. Understanding and educating clients.

48. Interesting Countries
1. BRIC Countries: Brazil, Russia, India and China. These
countries have a much higher population, good GDP and they
are growing very fast.
2. Saudi Arabia, good level of wealth and openness to Western
society.

49. Preparing to market selection
1. Measure the volume of inquiries relating to our industry :
www.google.com/insights/search/
2. Identify our competitors in foreign countries:
https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRequestType=KEYWORD_IDE
AS
3. Knowing the levels of investment required by our industry in these
countries :www.semrush.com/
4. Assess the levels of e-commerce growth in countries : http://www.emarketer.com/
5. Knowing the country legal barriers: http://www.icex.es

50. SEO
INTERNACIONAL

51. Steps for internacional SEO
1. Selection criteria for a native.
2. Official translations of web content.
3. Local server in the destination country.
4. Domain registration with the local country ..
5. Link Building Strategy (links) with pages of the country where
we are headed.

52. • SEM INTERNACIONAL
INTERNATIONAL
SEM

53. Sem international Aspects
1. Selection criteria by a native.
2. Official translations of web content.
3. Generally high levels of investment, by the highest rate
telematic.
4. Varied Creatives.
5. Accounts structure with countries individual campaigns.

54. INTERNATIONAL
SMM

55. International Social Media
1. LinkedIn (B2B), a social networking website for people in
professional occupations where you can also search agenda.
2. Facebook (B2C), to build brand reputation and spread
ourselves in the destination country.
3. Twitter (B2B y B2C), to capture international opportunities in
B2B, spread ourselves in the destination country and as a
customer service platform in B2C.

56. • CASOS DE ÉXITO
Success Stories

57. -Since 2000 exporting.
-Profit over 3,000,000€.
-The 90% of profit is generated in foreign countries.
http://www.scubastore.com/buceo-submarinismo

58. -Since 1996 exporting.
-Profit over 8.000.000€.
http://www.barrabes.com/

59. -Since 2006 exporting.
-Profit over 70.000.000€.
http://es.buyvip.com/index.jsp

60. ¡Thank you!
@Juanjoroyalcom
jlopez@royalcomunicacion.com