Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012
-
date post
21-Oct-2014 -
Category
Business
-
view
1.173 -
download
0
description
Transcript of Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012
![Page 1: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/1.jpg)
www.b2bmarketing.net
@renepower
Beyond .co.uk: Best practice multi-region
b2b web marketing approaches
René Power
![Page 2: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/2.jpg)
Presentation objectives
www.b2bmarketing.net
@renepower
![Page 3: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/3.jpg)
www.b2bmarketing.net
Who here is in the business of giving customers what they want?
@renepower
Who here is in the business of managing an international brand?
![Page 4: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/4.jpg)
www.b2bmarketing.net
@renepower
1.5bn speak English… Great!4.5bn prefer another language first… Doh!
![Page 5: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/5.jpg)
Why you need to localise
www.b2bmarketing.net
Source: ONS 2011 via UKTI
Where do British businesses sell?
@renepower
![Page 6: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/6.jpg)
www.b2bmarketing.net
Top million web dev
• Reinforces view that English dominates
• But in-country specific is on the rise!
@renepower
![Page 7: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/7.jpg)
www.b2bmarketing.net
@renepower
Relevance Visibility
Perception Reality
![Page 8: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/8.jpg)
Good marketing embraces many challenges!
www.b2bmarketing.net
@renepower
![Page 9: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/9.jpg)
Beyond .co.uk websites & SEO
www.b2bmarketing.net
@renepower
![Page 10: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/10.jpg)
Good example of beyond .co.uk websites
www.b2bmarketing.net
@renepower
www.oceansprayitg.com
![Page 11: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/11.jpg)
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/
@renepower
![Page 12: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/12.jpg)
Local search
www.b2bmarketing.net
@renepower
![Page 13: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/13.jpg)
Driving traffic
www.b2bmarketing.net
@renepower
![Page 14: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/14.jpg)
www.b2bmarketing.net
For international:
Remove guesswork
Check keywords in source language
Check use
Don’t translate English campaign
Key-phrases + appropriate creative copy
@renepower
![Page 15: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/15.jpg)
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
www.b2bmarketing.net
@renepower
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
![Page 16: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/16.jpg)
The international social challenge
www.b2bmarketing.net
@renepower
![Page 17: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/17.jpg)
Social media world map
www.b2bmarketing.net
http://4.mshcdn.com/wp-content/uploads/2012/06/SocialNetworks.jpg
@renepower
Facebook available in 30 languages
Brands can create multiple pages to target different geographies / languages
![Page 18: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/18.jpg)
Social media around the worldRenRen – 160m users across China
VK – 100m users across Russia
Both surprisingly similar to Facebook!
www.b2bmarketing.net
@renepower
![Page 19: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/19.jpg)
Linkedin worldwide
www.b2bmarketing.net
http://blog.monitor.us/2012/07/creating-ads-on-linkedin-part-1/
@renepower
People and brands can display data in different languages
![Page 20: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/20.jpg)
Successful multilingual social media
www.b2bmarketing.net
@renepower
![Page 21: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/21.jpg)
Good examples
www.b2bmarketing.net
@renepower
https://www.facebook.com/SaintGobainWeberGmbH
![Page 22: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/22.jpg)
Takeaways
www.b2bmarketing.net
@renepower
![Page 23: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/23.jpg)
Presentation objectives
www.b2bmarketing.net
@renepower
![Page 24: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/24.jpg)
Further reading
• www.searchenginewatch.com• www.searchenginejournal.com • www.searchengineland.com
www.b2bmarketing.net
@renepower
![Page 25: Beyond .co.uk - Rene's presentation to B2BM 1st Nov 2012](https://reader035.fdocuments.in/reader035/viewer/2022062613/5446aa83afaf9f61178b4716/html5/thumbnails/25.jpg)
Thank you
www.b2bmarketing.net
@renepower
200 page eBook on b2b digital marketing - available to members of
http://www.smartinsights.com/ 20% off promo code: SMARTB2B
eBook coming soon to
@renepower