Going global: Beyond .co.uk
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Transcript of Going global: Beyond .co.uk
Beyond .co.uk: Best practice multi-region b2b web marketing approaches
René Power
www.b2bmarketing.net
@renepower
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?
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@renepower
1.5bn speak English… Great!4.5bn prefer another language first… Doh!
Why you need to localise
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Source: ONS 2011 via UKTI
Where do British businesses sell?
@renepower
Search engine world map
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http://www.smartinsights.com/search-engine-optimisation-seo/avoid-the-top-10-most-common-multilingual-seo-mistakes/attachment/search-engines-world-map/
@renepower
Ocean search examples
• Add screengrabs of google.fr and .cn to see if they list
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@renepower
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For international:
- Remove guesswork - Check keywords in
source language- Check use- Don’t translate English
campaign- Key-phrases +
appropriate creative copy
@renepower
Good example
• Show some examples of big b2b brand from conference – like a Cisco or a Salesforce on different language platforms
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@renepower
Social media world map
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http://4.mshcdn.com/wp-content/uploads/2012/06/SocialNetworks.jpg
@renepower
Add inset of Facebook language options
Social media around the world
• Add some screengrabs from the platforms (2-3) and 1-2 points on each
• (Tile so there are four)
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@renepower
Linkedin worldwide
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http://blog.monitor.us/2012/07/creating-ads-on-linkedin-part-1/
@renepower
Add inset of Linkedin language options
Good examples
• AirFrance Twitter • Saint Gobain Facebook• Milliken• Linkedin multiple language profiles• (Tile so there are four)
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@renepower
Further reading
• Multilingual web marketing • www.searchenginewatch.com• www.searchenginejournal.com• PPC• socialmedia
www.b2bmarketing.net
@renepower
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