10 principles for a successful international web presence

10 principles for successful international web presenceSUSANNE DIRKS

E-VORSPRUNG CONSULTING


Susanne Dirks MSc BSc

German living in Ireland

Academic background:◦ Translation / Localisation

◦ IT / Artificial Intelligence

◦ E-Marketing / Web Technologies

◦ Business Development and Innovation

Experience:◦ 15+ years as in MNC environment in various international consulting,

business development and management roles

◦ Recent years, working with Irish SMEs, helping them use the Internet to reach and grow in export markets

Contact data:◦ [email protected], Ph. 086-2375131


mailto:[email protected]

e-Vorsprung Consulting

Helping Irish SMEs fully leverage the Internet for sales and marketing with focus on export markets including:

Export market research

International (e-)marketing strategy

Export market content planning and development

Web presence localization, translation, trans-creation

International e-marketing and SEO

Helping Irish SMEs leverage the Internet to reach, enter, and grow in export markets

www.evorsprung.com


Common misconceptions about international web presenceINTERNATIONAL E-MARKETING IS NOT WHAT YOU MAY THINK IT IS


GLOBAL INTERNET POPULATION INTERNATIONAL WEBSITE VISIBILITY/SALES


“… the Internet is international per se …”

Source: internetlivestats, 2013

93.70%

2.80%

3.50%

6.30%

Example: www.irish-sme.ie

Ireland

UK&US

Other

International in theory, but not in practice

AUDIT RESULTS OF ‘GERMAN’ EI CLIENT WEBSITES (2013) SHOWED TRANSLATED WEBSITES PERFORMED POORLY

1.37

0.24

0.74

1

Best Worst Average score

KEY CONCLUSIONS


“… all you need to do is to translate your website… “

YES, translation is important …

BUT: Translation is not a panacea◦ No automatic visibility in export market

◦ No automatic competitive differentiation

◦ No automatic buy-in and trust

◦ No automatic support of processes

=> Translation is important, but only one small part of the process

EXAMPLE 1: CLIENT WITH ENGLISH-LANGUAGE WEBSITE OPEN TO ALL MARKETS

Ireland US UK

Visits 2572 630 91

Visits from targeted market

73 % 9 % 47%

EXAMPLE 2: CLIENT WITH WEBSITE EACH FOR IRELAND, UK, AND US


“… my website is already international…”

International = YES:Visitors (and sales) from many countries

Internationally successful = NO:Brand-driven visits and sales only

International website = YES: Website per market

Internationally successful = NO: Poor visibility in target markets

No investment in internationalisation, BUT

massive unleveraged international potential

Investment in (poor) international website that does not pay off

PLUS Unleveraged potential

=> Lack of internationalisation equals loss of business

opportunities

“… you just need to translate and optimise your website …”

Beware: Different business environment!

Example: Google Market Finder for ‘Tractors’ opportunity in Europe (extract):

=> Web presence in each export market needs to align with market

conditions

KEY CONSIDERATIONS BEST PRACTICE EXAMPLE: KERRYGOLD


“… I’m already running some local Google ads…”

Settings – target market, language, audience

Keywords for target market• Local language/market keyword research

Ad text transcreation• Local keywords

• Local value proposition / USP

• Local call to action

• Word length restrictions

Localised landing page

Tuned for local search

Localised Ad

Landing Page

=> Properly localised Google Ads can be a useful tactic for

internationalisation


“ … I’m okay, I have done it …”

Example: Organic keyword positions for client who had optimised site for US in 2012

Client competitor data on keywords during same timeframe:

=> As in home market, web presence requires ongoing work on SEO and

internet marketing

10 principles for successful international web presence


StrategyBusiness

EnvironmentCompetitors Culture

Technology Content Language Optimisation

SupportSpecial

challenges

1. Start with INTERNATIONAL STRATEGY

1. Countries

2. Products / services

3. Target audience/s

4. Channels

5. Differentiators and USP


WHERE WHAT WHO WHY WHEN HOW

International Internet strategy typically requires balancing conflicting requirements

Export market/s requirements &

opportunities

Company requirements,

status, constraints &

goals

An Internet Strategy that:

Aligns to the current overall and/or home market strategy

Meets export market/s requirements

Allows for learnings from export markets to feed into other markets and overall strategy


Export market visibilityrequires an export

market focused Internet Strategy !

Developing an international e-marketing strategy benefits the home market too!

BEFORE

Website no longer reflected business strategy 2 websites, 4 domains Duplicated content Same content for all countries: Distributor: 29 distributed products Manufacturer: 3 manufactured products Expertise: 6 sectors

All products, markets, sector treated equal

Website did not address target market needs Same content and design for all markets Same marketing and SEO for all markets

AFTER


New international website and e-marketing reflecting new business strategy

Focused targetting of prioritised markets

1 domain with country subfolders

Core value proposition for all countries

No duplication of content

Varying content elements per country

SEO-optimised content

e-Marketing variances between countries

Opportunity-driven growth

Out of date, diluted value proposition on website

Same content for all with limited impact

E-Marketing for all with limited impact

Strategic company-driven growth

Strong core value proposition on website

Relevant high-impact content per country

E-marketing choices based on country, product, and channel requirements

B2B CLIENT EXAMPLE

2. Prepare for a different micro and macro

business environment


Macro environment

Micro environment

Internal

Company

• Economy• Demographics• Cultural forces• Social factors

• Legal structure• Political structures

• Technology

• Suppliers• Distributors• Competitors• Customers

3. Embrace your new competitors


Get to know your new competitors

Learn from your new competitors

Get to know your new competitorsExample: “Ladies shoes”IRELAND (GOOGLE.IE): LADIES SHOES GERMANY (GOOGLE.DE): DAMENSCHUHE


Get to know your new competitorsExample: “Tractor parts”IRELAND (GOOGLE.IE): “BUY TRACTOR PARTS ONLINE”

GERMANY (GOOGLE.DE): “TRAKTORTEILE ONLINE KAUFEN”


Learn from your new competitorsTYPICAL AREAS TO EXAMINE

Weaknesses and strengths of competitor

Specific business aspects, e.g.◦ Terms and conditions◦ Pricing◦ Value proposition

Specific web presence aspects, e.g. ◦ Keywords◦ E-marketing tactics◦ Social media strategy◦ Best practice

EXAMPLE: BENCHMARKING CLIENT


COMPETITORS

4. Tune into local culture

CULTURE INFLUENCES HOW ALL OF ITS MEMBERS:

Perceive

Think

Value

Act

E-MARKETING AIMS AT GETTING PEOPLES’:

Attention

Interest

Desire

Action


“The web is not a culturally

neutral medium … a website has to be

designed for a targetted customer segment

… Local adaptation should be based on a

complete understanding of

a customer group’s culture …”

Standards and conventions: When in Rome …WEBSITE FUNCTIONALITY

Measurements

Currency

Symbols and icons

Formats for specific text items

Word and text length

WEBSITE MARKETING

Overall look and feel

Layout and navigation

Colours

Pictures

Content

Bank Holidays


Example: Different colour and design preferences

ALIBABA.CN ALIBABA.COM

All pictures should be checked for suitability for their new market


Draft for German market

Final version for German market

Spot the

issue!

Pictures are an opportunity for subtle localisation to new marketORIFLAME IN LATVIA ORIFLAME IN KENYA


Hofstede’s 6 cultural dimensions:

Power distance

Individualism

Masculinity/femininity

Uncertainty avoidance

Long-term orientation

Indulgence


Can and must be addressed via:

Web design, content,

features/functionality

Ireland in comparison…

Cultural dimensions

KEY PRINCIPLES

Minimal ambiguity

Clear navigation

Structured information

Predictable user journey

No pop-ups

No non-essential info

Explicit language

Clear images

EXAMPLE:

Example: Addressing uncertainty avoidance


AVERAGE CONNECTION SPEED SMARTPHONE PENETRATION LEVELS


6. Be tech-savvy Differences in technology infrastructure


Google is not Number ONE everywhere

Differences in software platform preferences

Example: Germany Example: China


Different countries, different social networks

6. Provide locally relevant content

Articulates your value proposition in …

Differentiates you from competitors in …

Meets the content needs of …

Uses standards and conventions in …

Uses content formats preferred by …

Uses design, colours, graphics used in…

Builds trust with local users in…

Speaks the ‘language’ of …


Your Target Market

Aldi Süd Germany value proposition: Quality products, cheap price guaranteed


Aldi Nord Germany value proposition:Top quality food at consistently low price


Aldi Austria value proposition:Cheap style with a conscience


Aldi France value proposition:Low cost, quick tasty food for singles


Aldi UK value proposition:Fresh food with a British twist


Aldi Ireland value proposition:Buy Irish quality and support Ireland



Germany

Ireland

Target market focus:Locally relevant content for local appeal


Example, Kerrygold Germany product page (2013):

Presentation of content:Meeting different expectations for content

Content for special requirements:Legally required content

Example: MicksGarage.de, Germany


7. Speak the right language

Search

Read

Listen

Evaluate

Order

Ask

questions

Write

reviews


Only ¼ of Internet users are English

speakers

Considerable country variances !

Question asked:

“Do you use a language other than

your own to read/watch content

on the Internet ?”


English language proficiency is lower than you think

Google Translate is not the solution

Translation quality is a reflection of your attitude to quality


A big part of translation is planning and prioritising


Decideat start

Scope

Messages

Style

Formats

Ensure

always

Quality & consistency

Keyword focus

Fresh content

Standards & conventions

Avoid like pest

Thinkcarefully

Keywords

Taglines

Ads

CTAs

Non-text content

Google Translate & Co

Translator wannabes

Mixed-language approaches

Creating valid,

fresh,

persuasive,

relevant quality

content for local

users and search

engines

Don’t forget to ‘translate’ English content


Website text and SEO text needs to reflect the ‘language’ used by your target market

◦ Official language

◦ National ‘dialect’

◦ Words

◦ Spelling

◦ Usage patterns

Search:

UK: 77%, US: 14%Search: UK: 23%, US: 86%

8. Make your website easy to find

• Give local signals for search engines

• Optimise your website for local search engine/s

• Select best keywords for search engine marketing: SEO and PPC

• Be seen in the ‘right places’ online

• Decide, where and how to ‘socialise’


Local signals for search engines

Domain URL and domain strategy

Webmaster Tool settings

Sitemaps and hreflang tag

Server Location

Website – content and metadata language

Currency and address formats

Inbound links


Don’t confuse Google with your domain strategyCLIENT EXAMPLES

Client example 1: Target markets: 4 Domain names: 2 Generic top-level domains: 2 Country code top-level domains: 5 Country subfolder: 1

Client example 2: Target markets: 3 Domain names: 2 Generic top-level domains: 1 Country-code top-level domains: 2 Country sub-folders: 2

DOMAIN STRATEGY

Domain name Meaningful

Works internationally

Available internationally (if ccTLD approach)

Approach: Consistency is key: Country-code OR subfolders

Decision criteria:

International strategy – countries

Domain name availability

Resources for SEO

Domain history of company


Social Media Optimisation

Search Engine

Optimisation

Search Engine

AdvertisingKeywords for SEO and SEA, SMO for target market

◦ Alignment with value proposition and USP

◦ Target market language

◦ Target market usage

◦ Regional aspects

◦ Cultural aspects

Keywords !!!


Need for multi-disciplinary approach and skills: market

insight, linguistic skills, internet marketing

Keywords need to be given special attention

0 1000 2000 3000 4000 5000 6000

health shoes (IRL)

gesunde schuhe

bequeme schuhe

extra breite schuhe

weite schuhe

Monthly search volume


0! Search volume for the Google Translate term

Search terms are thinking patterns that often DO NOT translate one-to-oneExample: Selling “wide fitting shoes” in Germany

Germany

Austria

Switzerland

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Ackerschnacker

Händy

Natel

Handy

Mobiltelefon


Example: “Mobile Phone” in German speaking markets

Same language does NOT guarantee same search pattern

Official translation

Colloquial term

Local Swiss term

Competitive differentiation of keyword varies between markets


Keyword Irish search result(google.ie)

German search result (google.de)

butterPage 1 (Place 5) Page 5 *

* Organic search results only, Google ads shows earlier

** First product in the listing

Example: Kerrygold in the search engine results


Monthly search volume (Google)

English term UK Germany German term

house exchange 14,800 1,600 Haustausch

home exchange 4,400 0 Eigenheimtausch

house swap 5,400 NA NA

home swap 4,400 0 Haus Swap (Google Translate)

flat exchange 110 2,400 Wohnungstausch

apartment exchange 10 10 Apartment Tausch

The business environment influences demand and search

Example: Checking market for ‘house exchange’ in UK and Germany

9. Plan for the long haul


74.7 % say availability of after-sales support in own language influences their buying decision

Web presence in export markets requires time, budget, resources Initially – localisation, SEO, e-marketing for launch

On an ongoing basis – SEO and e-marketing

A website is for life, not just for Christmas Fresh content

Internet is a 2-way channel Enabling and answering incoming queries

10. Face up to special challenges


Provide answers and options for queriesRich and localised information on website, e.g.Sitemap

FAQs

Brochures

Downloads

Product selector/configurator

Delivery tracking option

Product availability information

Options for getting answering specific questionsChoice of contact options

Interactive and instant contact options


Building trust: BasicsContact data

◦ Address, phone number, email, fax etc.

Provide information about company◦ About us

◦ History

◦ People

◦ Achievements

Provide locally expected or legally mandated information

◦ E.g. Germany: Impressum


Building localised trust: AdvancedEdelmann Trust Barometer

2014


L

O

C

A

L

10 principles for international web presence at a glance

1. Start with strategy

2. Prepare for a different business environment

3. Embrace your competitors

4. Tune into local culture

5. Be tech-savvy

6. Provide locally relevant content

7. Speak the right language

8. Make your website easy to find

9. Plan for the long haul

10. Face up to special challenges



e-Marketing localisation

Website localisation

Successful web presence

in export market

International web presence involves addressing two main requirements

Typical internationalisation project

Phase1

• Strategy review & development of international web presence strategy

Phase2

• International web presence, optimisation & localisationplanning

Phase3

• International web presence implementation

Phase4

• Internet marketing strategy and approach for export markets

Phase5

• e-marketing implementation, incl. ongoing refinement and skills transfer

Launch of SEO-optimisedexport website/s based on strategy developed

International e-marketing

Strategic web presence internationalisation


Susanne Dirks

e-Vorsprung Consulting

www.evorsprung.com

[email protected]

Ph. 086-2375131

Thank You

http://www.evorsprung.com

mailto:[email protected]