The global influence workbook

WWW.THEGLOBALINFLUENCE.COM

STRIVE IN THE GLOBAL MARKET

THE

WORKBOOK

AVAILABLENOW ONAMAZON.COM


▶ ABOUTTHE AUTHOR

LUNA VEGA

WWW.LUNAVEGA.NET

Is an experienced digital marketing expert. She has worked on a range of large-scale digital initiatives for a list of

global clients. Living and working in diverse capitals such as New York, Miami, Singapore, Sydney, Paris and Berlin has given her the unique ability to seamlessly launch and manage global campaigns. These days she is passionate about helping small businesses and startups expand their online presence. She holds an M.P.S. master’s degree from New York University’s Tisch School of the Arts Interactive Telecommunications Program (ITP).


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DAY

1Define your goals: Short-term vs Long-term Start with a 3-month, 6-month and 1-year plan.

3 MONTH

6 MONTH

1 YEAR

MONTHLY TRAFFIC GOAL

BUYERS

BUYERS

BUYERS

MONTHLY INCOME

MONTHLY INCOME

MONTHLY INCOME

= Monthly Traffic Goal *1%



= Monthly buyers *average cost of goods to sell




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DAY

2Finances:Go through each of your line items and break down your costs.

These are examples of some costs you will most likely have while running your e-commerce business:

Platform cost

Marketing (search/email/social media/ads)

Design (website & branding: logo, emails, promotional flyers)

Photography

Shipping and distribution

Payment gateway

Hosting, servers, security

Legal help

Employees

Inventory

Translation


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DAY

3Set up a financial software.

Here are some options:

http://www.xero.com/

http://outright.com/

https://indinero.com/


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DAY Determine how much additional cash flow you might need to grow your business internationally.4


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DAY

Familiarize yourself with your Google Analytics

Do you have returning traffic?

How much time are visitors spending on your site?

What is your current bounce rate?

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DAY

Create your marketing strategy by answering these questions

Are you currently getting traffic from an international audience?

Who is spending most time on your site?

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DAY

How many customers are currently buying?

Based on this information, tweak your short-term goals accordingly. If your site is currently only getting 1,000 unique visitors per month, you can’t expect to jump to 10,000 unique visitors in 1 month.

If your goals reflect this type of jump, it’s a good idea to readjust them.

Review how much traffic you would like to generate short-term: in the next 3 months? The next 6 months?

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DAY

Identify your competition.

For each competitor you find, describe what you like or dislike about their e-commerce store. This can be anything from the design, products featured, overall brand messaging, etc.

Determine how your product is different from your competition.

How is your competition marketing to different geographic locations?

How much is their shipping?

Which currencies What is their international return policy?

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DAY

Define your demographic.

What is their age group?

What are their interests?

What do they like or dislike?

Which type of music do they listen to?

What are their hobbies?

Which types of magazines do they read?

Where do they spend their time online? (This will be important later on)

Why do they need your product?

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DAY

Put together a list of all of the different countries you could potentially expand your brand into. Research the different subcultures that are emerging from these different countries.Assess their social media platform of choice and their willingness to shop abroad.

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DAY

Take a minute to define your value proposition by answering the questions below.

Describe in a few words what your online store offers.

Why do consumers need your products?

Are the products you’re selling hard to come by?

Are you curating specific products?

Are you display your products differently ?

What gap does your e-commerce store fill?

Is your product cheaper than your competition’s?

If it is more expensive, explain why.

What is your story?

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DAY

Write your story in one paragraph, answering the questions below:

Why did you create your business?

Who is the product for? Who do you want to help?

What do you want to provide people with?

Define who you are as a person (and your founders, if there is more than one).

Pick 10 adjectives that describe you (or all of you)

What was your inspiration? How did the inspiration strike you?

What was the epiphany that led to you creating your business?

What is your background?

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DAY

Identify your brand persona.

Find images from online or paper magazines that relate to raw emotions you want your consumers to feel.

Create a collage.

Find three words that best describe the images you have chosen.

If your brand was a celebrity, who would it be and why?

What type of personality does your brand have? Rebel Caring?

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DAY

Write your manifesto.

It will be a summary of all of the information you have compiled so far in one paragraph.

Your goal is to get people to know the values of your brand while making them excited to be part of your tribe.

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DAYReview secure payment gateway options and set up a third-party merchant account.

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DAY

Decide which currencies you plan on including on your website and ensure you have the logistical capabilities to ship to the countries that you plan to market to.16


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DAY

Revisit your current shipping options and decide which solution makes the most sense based on your current sales

Opt for options that allow for growth.

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DAY

Review your return policy and hosting platform.

Determine which elements you will want to add to your website to optimize for an international audience.

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DAY

Decide which non-English-speaking country you plan to expand to.

Research their cultural influences, and decide accordingly how to cater to them and make yourbrand more universal.

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DAY

Based on your current website metrics, decide how you can optimize design & usability of your site to drive more sales.

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DAY

Review which additional functionality you might want to add to your site.

Put together a budget for these add-ons. Focus on one or two add-ons at a time.

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DAY

Review your current e-commerce site on mobile devices and tablets.

Ensure that it works accordingly and that the checkout funnel works as well.

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DAY

Review where your current international traffic coming from.

How did the audience come to your site?

Which keyword brought them there?

Is there a particular blog bring-ing you international traffic?

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DAY

Create a list of all relevant trending keywords on Google Trends and Twitter.

Determine where there might be cross-linking with your brand.

Make sure you include the country name in each keyword you plan on using.

Instead of just “gothic clothing,” if you plan on focusing your effort in the UK, include the keyword “gothic clothing UK.”

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DAY Create a list of international bloggers/influencers.

Find them on Twitter, Tumblr, Instagram, Pinterest, Bloglovin, etc…

Make sure to include which country they come from on your list

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DAYShape your campaign by listing goals, length of campaign, overall message and outlets you plan to use.

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DAY

Create an editorial calendar including, blog posts, photography, video, quotes etc.

You want to always have content on the back burner so your social media is always fresh.

Strategize about what makes sense based on the different seasons.

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DAYFind ways to extend your brand story.

Browse through the manifesto and branding exercise you did in the previous chapter to help you.

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Determine which other type of content can enhance the overall shopping experience on your site.


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DAY

Allocate Facebook and Google ads budget.

Start small and increase based on results.

Create ad campaigns geared to various countries you want to penetrate.

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DAY

30

Create a list of blogs and publications you wish to taget during your marketing campaign.

Your list should include at least 100 international blogs.

Write four to six press releases with different story pitches.


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DAYReview your Alexa ranking and how many sites are linking to your e-commerce site.

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The more niche and specific your keywords are, the more your brand will stand out.

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Change your website copy accordingly and sprinkle in as many country specific keywords as possible.


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33

Choose an incentive plan to keep your customers happy and make sure to create a newsletter if you haven’t already.


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DAYYou are now ready to launch your campaign. Schedule daily fresh social media content based on your editorial calendar.

Send press releases to various international blogs for the next 30 days. (and the next 30 days)

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DAYSystematically review your e-commerce and Google Analytics metrics.

Sign up to get email notifications on any website traffic spikes (gosquared.com is a great one).

(and the next 30 days)

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DAY

Ensure your unique visitor traffic flow is constantly growing.

Ensure your sales are constantly growing.

If your traffic is stalling, change your marketing initiative accordingly.

Determine based on results what is successful and what isn’t.

(and the next 30 days)

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The global influence workbook

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Transcript of The global influence workbook