online in europe: localization in international marketing€¦ · source: the webcertain global...
TRANSCRIPT
Online in Europe Localization in International Marketing
The Southern Maine Trade Education Program Series is sponsored by
2
Maine International Trade Center (MITC) Building Your Online Presence to Boost Exports Europe as a Case Study
Share this presentation
International Web Marketing
Susanna Hardy International Business Director Europewwwibtpartnerscom
3Share this presentation
Online Business in Europe
Maine International Trade Center (MITC)
The Maine International Trade Center (MITC) works with IBT Partners to provide export and business development services for Maine companies exporting to Europe Please see our dedicated Maine page
httpibtpartnerscomusclientsstate-economic-development-agenciesmaine
Name Job Title E-mail
Wade Merritt Vice President merrittmitccom
Hannah Webb Trade Assistance Manager webbmitccom
4Share this presentation
Online Business in Europe
TABLE OF CONTENTS 4
Section 1 The Online World Why are websites important for exporters
5
Section 2 Europe as a case study Europe and the internet Hot trends ecommerce mcommerce and social media B2B use
9
Section 3 Building a local website Domain names Local credibility Local knowledge
15
Section 4 Marketing a local website SEO Trade Shows Distributors End Clients
19
QampA 28
5Share this presentation
The Online World - exporter routes to market
Routes to market Same as in the USA Direct to end clients (retailers or food processors) Via distributors Direct to consumers (ecommerce)
BUT THEY ALL BENEFIT FROM A LOCAL ONLINE PRESENCE
An in-market website Allows you to be VISIBLE Enhances and guards your BRAND Gives you in-market CREDIBILTY Centralizes information (PRICES PRODUCT
LAUNCHEShellip) Organizes your MARKETING Measures your ROI
6Share this presentation
The Online World build your site
In North America and the EU
85 of business procurement commences online
Remember
Google in the USA is NOT the same as Google in other countries eg Brazil = googlecombr and is in Portuguese
Googlecom and googlecouk = totally different despite the language similarity
SEO in your home market is NOT optimized for your export markets
Be visible = build a local site
7Share this presentation
The Online World market your site
Grow your brand + be trusted = market your site
In North America and the EU
93 of businesses research B2B purchases and judgepotential business partners online
In-market sites
A window to show you are export ready willing and knowledgeable =gt trustworthy
You control your brand
8Share this presentation
The Online World market your site
Organize your marketing = use your site
In North America and the EU
86 of B2B firms use social media
In-market sites
One place =gt coordinate product launches harmonize prices centralize distributor resources
Optimize trade shows
Organize your marketing
Measure your ROI
9Share this presentation
Europe Case Study - overview
EUROPE ndash large prosperous easy to do businesshellipPerfect for the internet
Europe = European Union (EU) plus Norway Switzerland
505 million inhabitants GDP $185 Trillion 720 of the worldrsquos largest economies
EU = I single trading bloc so 1 set of regulations tariffs ruleshellipalthough some important country-specific exceptions
EU 28 countries 24 languages 9 currencies although the Euro is 1928
10Share this presentation
Europe Case Study ndash priority markets
3 countries dominate the economic political and business worlds France Germany and the UK
208 million people (= 41 of Europersquos total)
GDP of $ 83 Trillion (= 45 of EU GDP)
Spheres of influence
Germany = some of the most porous borders for business with Poland Czech Republic Slovakia Austria Denmark Netherlandshellip
France = Belgium + Switzerland + strong ties in Spain Italy and Northern Africa
English = worldrsquos business language + UK is a natural business partner for Northern Europe
11Share this presentation
Europe Case Study Europe online
EU 28 505 million inhabitants 375 million internet users 225 million eshoppers
Internet users in million (2014) Ecommerce spend in $ billion (2014)
57087173
5543
0
20
40
60
80
United Kingdom
Germany France
161
72 65
0
50
100
150
United Kingdom
Germany France
12Share this presentation
Europe Case Study Europe online
Ecommerce is booming
Ecommerce in the EU is booming
UK Germany and France = leaders
EU ecommerce market = $485 Billion
US ecommerce market = $268 Billion
EU ecommerce growth for 2015 18 est
EU retail growth forecast 2015 +2Source Digital Strategy Consulting
13Share this presentation
Europe Case Study the internet
Cross-border sales within the EUCross-border ecommerce growth = twice domestic sales rates
2015-2020
Barriers limiting cross-border online Language Uncertainty on consumer rights (warranty returns policy) Long delivery times
Initiatives driving cross-border online
SEPA (Single Euro Payments Area) harmonization of online payments
Initiatives to unify consumer rights (eg an EU-wide 14 days cool-off period)
Initiatives to unify sales tax structure
14Share this presentation
Europe Case Study the internet
Mcommerce
buying and selling through wireless handheld devices EU mshoppers spent twice as much in 2014 as
they did in 2013 ($30 Billion vs $16 Billion
UK = most mature mcommerce market 28 of consumers use smartphones for shopping (19 in the US)
European retailers are adapting by optimizing their websites to mobile devices and ensuring secure payments
15Share this presentation
Building Local Websites URLs
Local domains ndash buy your local name
Chose your highest priority markets (Germany UK Francehellip)
Buy your URLs (Uniform Resource Locators) in these markets de couk frhellip
httpswwweurodnscom
Cost $20 a countryhellip
The more local domains you have the more accessible you are at the local level
Once a URL is bought by someone else itrsquos hard to get it back
16Share this presentation
Building Local Websites country specific
Market credibility = look local and feel local Country specific design = adapt design to local
market images colour schemes references
Ensure coherency and be sensitive to the original site design
Maintaining throughout your individual brand
Example Cadbury UK
A very UK-specific design images of the London skyline London cabs a story about a British architecthellip
Truly British chocolate Bought by Kraft Foods in 2010
17Share this presentation
Building Local Websites country specific
Local knowledge = trust reliability
Country specific content = localise your content
Translate not just words but concepts terminology case studies etc
Note differences in dates units of measurement vocabulary relevant case studieshellip
Example Coca Cola UK (httpwwwcoca-colacouk) versus Coca Cola France
(httpwwwcoca-cola-francefr)
show brand consistency with local referencing
18Share this presentation
Building Local Websites translation
More than translation Donrsquot use Google Translate - One language per page
Content translated by Google Translate is obvious and not valued
Use a native-speaker ndash donrsquot skimp
Remember to translate meta text headings page URLs image captions etc
Relevant videos If yes include subtitles
Avoid colloquialisms and abbreviations
Have clear links to pages in other language
Translation Tip Use flag icons buttons or links to aid navigation
and highlight your company lsquomultinationalrsquo abilities
19Share this presentation
Marketing Local Websites get found
Get found Make sure Google likes your local site Google
Google market share in the USA = 67
European SEO = Google = 95 average market penetration Compare that to the USA
+200 different parameters in a Google search algorithm but the golden rule is be local and be active
Country Leader Share Runner-up Share
Spain Google 96 Bing 2
France Google 95 Bing 4
Italy Google 95 Bing 2
Germany Google 93 Bing 3
UK Google 89 Bing 7
USA Google 67 Bing 18
Source The Webcertain Global Search and Social Report
20Share this presentation
Marketing Local Websites SEO
Country specific search engine optimization (SEO) SEO is different in every market You might be top of the heap on
googlecom but bottom of the heap on Googlede fr coukhelliphellip
Getting found = great LOCAL keywords
Great SEO boosters Geolocation Automatically detect the browser language IP addressor country to redirect web visitors to the relevant local site
Register with local directories and forums Engage in local marketdirectories associations forums ndash the more links the better
Host locally Businesses searching for local suppliers identify youmore easily if you are hosted locally + faster upload with local hosting
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
2
Maine International Trade Center (MITC) Building Your Online Presence to Boost Exports Europe as a Case Study
Share this presentation
International Web Marketing
Susanna Hardy International Business Director Europewwwibtpartnerscom
3Share this presentation
Online Business in Europe
Maine International Trade Center (MITC)
The Maine International Trade Center (MITC) works with IBT Partners to provide export and business development services for Maine companies exporting to Europe Please see our dedicated Maine page
httpibtpartnerscomusclientsstate-economic-development-agenciesmaine
Name Job Title E-mail
Wade Merritt Vice President merrittmitccom
Hannah Webb Trade Assistance Manager webbmitccom
4Share this presentation
Online Business in Europe
TABLE OF CONTENTS 4
Section 1 The Online World Why are websites important for exporters
5
Section 2 Europe as a case study Europe and the internet Hot trends ecommerce mcommerce and social media B2B use
9
Section 3 Building a local website Domain names Local credibility Local knowledge
15
Section 4 Marketing a local website SEO Trade Shows Distributors End Clients
19
QampA 28
5Share this presentation
The Online World - exporter routes to market
Routes to market Same as in the USA Direct to end clients (retailers or food processors) Via distributors Direct to consumers (ecommerce)
BUT THEY ALL BENEFIT FROM A LOCAL ONLINE PRESENCE
An in-market website Allows you to be VISIBLE Enhances and guards your BRAND Gives you in-market CREDIBILTY Centralizes information (PRICES PRODUCT
LAUNCHEShellip) Organizes your MARKETING Measures your ROI
6Share this presentation
The Online World build your site
In North America and the EU
85 of business procurement commences online
Remember
Google in the USA is NOT the same as Google in other countries eg Brazil = googlecombr and is in Portuguese
Googlecom and googlecouk = totally different despite the language similarity
SEO in your home market is NOT optimized for your export markets
Be visible = build a local site
7Share this presentation
The Online World market your site
Grow your brand + be trusted = market your site
In North America and the EU
93 of businesses research B2B purchases and judgepotential business partners online
In-market sites
A window to show you are export ready willing and knowledgeable =gt trustworthy
You control your brand
8Share this presentation
The Online World market your site
Organize your marketing = use your site
In North America and the EU
86 of B2B firms use social media
In-market sites
One place =gt coordinate product launches harmonize prices centralize distributor resources
Optimize trade shows
Organize your marketing
Measure your ROI
9Share this presentation
Europe Case Study - overview
EUROPE ndash large prosperous easy to do businesshellipPerfect for the internet
Europe = European Union (EU) plus Norway Switzerland
505 million inhabitants GDP $185 Trillion 720 of the worldrsquos largest economies
EU = I single trading bloc so 1 set of regulations tariffs ruleshellipalthough some important country-specific exceptions
EU 28 countries 24 languages 9 currencies although the Euro is 1928
10Share this presentation
Europe Case Study ndash priority markets
3 countries dominate the economic political and business worlds France Germany and the UK
208 million people (= 41 of Europersquos total)
GDP of $ 83 Trillion (= 45 of EU GDP)
Spheres of influence
Germany = some of the most porous borders for business with Poland Czech Republic Slovakia Austria Denmark Netherlandshellip
France = Belgium + Switzerland + strong ties in Spain Italy and Northern Africa
English = worldrsquos business language + UK is a natural business partner for Northern Europe
11Share this presentation
Europe Case Study Europe online
EU 28 505 million inhabitants 375 million internet users 225 million eshoppers
Internet users in million (2014) Ecommerce spend in $ billion (2014)
57087173
5543
0
20
40
60
80
United Kingdom
Germany France
161
72 65
0
50
100
150
United Kingdom
Germany France
12Share this presentation
Europe Case Study Europe online
Ecommerce is booming
Ecommerce in the EU is booming
UK Germany and France = leaders
EU ecommerce market = $485 Billion
US ecommerce market = $268 Billion
EU ecommerce growth for 2015 18 est
EU retail growth forecast 2015 +2Source Digital Strategy Consulting
13Share this presentation
Europe Case Study the internet
Cross-border sales within the EUCross-border ecommerce growth = twice domestic sales rates
2015-2020
Barriers limiting cross-border online Language Uncertainty on consumer rights (warranty returns policy) Long delivery times
Initiatives driving cross-border online
SEPA (Single Euro Payments Area) harmonization of online payments
Initiatives to unify consumer rights (eg an EU-wide 14 days cool-off period)
Initiatives to unify sales tax structure
14Share this presentation
Europe Case Study the internet
Mcommerce
buying and selling through wireless handheld devices EU mshoppers spent twice as much in 2014 as
they did in 2013 ($30 Billion vs $16 Billion
UK = most mature mcommerce market 28 of consumers use smartphones for shopping (19 in the US)
European retailers are adapting by optimizing their websites to mobile devices and ensuring secure payments
15Share this presentation
Building Local Websites URLs
Local domains ndash buy your local name
Chose your highest priority markets (Germany UK Francehellip)
Buy your URLs (Uniform Resource Locators) in these markets de couk frhellip
httpswwweurodnscom
Cost $20 a countryhellip
The more local domains you have the more accessible you are at the local level
Once a URL is bought by someone else itrsquos hard to get it back
16Share this presentation
Building Local Websites country specific
Market credibility = look local and feel local Country specific design = adapt design to local
market images colour schemes references
Ensure coherency and be sensitive to the original site design
Maintaining throughout your individual brand
Example Cadbury UK
A very UK-specific design images of the London skyline London cabs a story about a British architecthellip
Truly British chocolate Bought by Kraft Foods in 2010
17Share this presentation
Building Local Websites country specific
Local knowledge = trust reliability
Country specific content = localise your content
Translate not just words but concepts terminology case studies etc
Note differences in dates units of measurement vocabulary relevant case studieshellip
Example Coca Cola UK (httpwwwcoca-colacouk) versus Coca Cola France
(httpwwwcoca-cola-francefr)
show brand consistency with local referencing
18Share this presentation
Building Local Websites translation
More than translation Donrsquot use Google Translate - One language per page
Content translated by Google Translate is obvious and not valued
Use a native-speaker ndash donrsquot skimp
Remember to translate meta text headings page URLs image captions etc
Relevant videos If yes include subtitles
Avoid colloquialisms and abbreviations
Have clear links to pages in other language
Translation Tip Use flag icons buttons or links to aid navigation
and highlight your company lsquomultinationalrsquo abilities
19Share this presentation
Marketing Local Websites get found
Get found Make sure Google likes your local site Google
Google market share in the USA = 67
European SEO = Google = 95 average market penetration Compare that to the USA
+200 different parameters in a Google search algorithm but the golden rule is be local and be active
Country Leader Share Runner-up Share
Spain Google 96 Bing 2
France Google 95 Bing 4
Italy Google 95 Bing 2
Germany Google 93 Bing 3
UK Google 89 Bing 7
USA Google 67 Bing 18
Source The Webcertain Global Search and Social Report
20Share this presentation
Marketing Local Websites SEO
Country specific search engine optimization (SEO) SEO is different in every market You might be top of the heap on
googlecom but bottom of the heap on Googlede fr coukhelliphellip
Getting found = great LOCAL keywords
Great SEO boosters Geolocation Automatically detect the browser language IP addressor country to redirect web visitors to the relevant local site
Register with local directories and forums Engage in local marketdirectories associations forums ndash the more links the better
Host locally Businesses searching for local suppliers identify youmore easily if you are hosted locally + faster upload with local hosting
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
3Share this presentation
Online Business in Europe
Maine International Trade Center (MITC)
The Maine International Trade Center (MITC) works with IBT Partners to provide export and business development services for Maine companies exporting to Europe Please see our dedicated Maine page
httpibtpartnerscomusclientsstate-economic-development-agenciesmaine
Name Job Title E-mail
Wade Merritt Vice President merrittmitccom
Hannah Webb Trade Assistance Manager webbmitccom
4Share this presentation
Online Business in Europe
TABLE OF CONTENTS 4
Section 1 The Online World Why are websites important for exporters
5
Section 2 Europe as a case study Europe and the internet Hot trends ecommerce mcommerce and social media B2B use
9
Section 3 Building a local website Domain names Local credibility Local knowledge
15
Section 4 Marketing a local website SEO Trade Shows Distributors End Clients
19
QampA 28
5Share this presentation
The Online World - exporter routes to market
Routes to market Same as in the USA Direct to end clients (retailers or food processors) Via distributors Direct to consumers (ecommerce)
BUT THEY ALL BENEFIT FROM A LOCAL ONLINE PRESENCE
An in-market website Allows you to be VISIBLE Enhances and guards your BRAND Gives you in-market CREDIBILTY Centralizes information (PRICES PRODUCT
LAUNCHEShellip) Organizes your MARKETING Measures your ROI
6Share this presentation
The Online World build your site
In North America and the EU
85 of business procurement commences online
Remember
Google in the USA is NOT the same as Google in other countries eg Brazil = googlecombr and is in Portuguese
Googlecom and googlecouk = totally different despite the language similarity
SEO in your home market is NOT optimized for your export markets
Be visible = build a local site
7Share this presentation
The Online World market your site
Grow your brand + be trusted = market your site
In North America and the EU
93 of businesses research B2B purchases and judgepotential business partners online
In-market sites
A window to show you are export ready willing and knowledgeable =gt trustworthy
You control your brand
8Share this presentation
The Online World market your site
Organize your marketing = use your site
In North America and the EU
86 of B2B firms use social media
In-market sites
One place =gt coordinate product launches harmonize prices centralize distributor resources
Optimize trade shows
Organize your marketing
Measure your ROI
9Share this presentation
Europe Case Study - overview
EUROPE ndash large prosperous easy to do businesshellipPerfect for the internet
Europe = European Union (EU) plus Norway Switzerland
505 million inhabitants GDP $185 Trillion 720 of the worldrsquos largest economies
EU = I single trading bloc so 1 set of regulations tariffs ruleshellipalthough some important country-specific exceptions
EU 28 countries 24 languages 9 currencies although the Euro is 1928
10Share this presentation
Europe Case Study ndash priority markets
3 countries dominate the economic political and business worlds France Germany and the UK
208 million people (= 41 of Europersquos total)
GDP of $ 83 Trillion (= 45 of EU GDP)
Spheres of influence
Germany = some of the most porous borders for business with Poland Czech Republic Slovakia Austria Denmark Netherlandshellip
France = Belgium + Switzerland + strong ties in Spain Italy and Northern Africa
English = worldrsquos business language + UK is a natural business partner for Northern Europe
11Share this presentation
Europe Case Study Europe online
EU 28 505 million inhabitants 375 million internet users 225 million eshoppers
Internet users in million (2014) Ecommerce spend in $ billion (2014)
57087173
5543
0
20
40
60
80
United Kingdom
Germany France
161
72 65
0
50
100
150
United Kingdom
Germany France
12Share this presentation
Europe Case Study Europe online
Ecommerce is booming
Ecommerce in the EU is booming
UK Germany and France = leaders
EU ecommerce market = $485 Billion
US ecommerce market = $268 Billion
EU ecommerce growth for 2015 18 est
EU retail growth forecast 2015 +2Source Digital Strategy Consulting
13Share this presentation
Europe Case Study the internet
Cross-border sales within the EUCross-border ecommerce growth = twice domestic sales rates
2015-2020
Barriers limiting cross-border online Language Uncertainty on consumer rights (warranty returns policy) Long delivery times
Initiatives driving cross-border online
SEPA (Single Euro Payments Area) harmonization of online payments
Initiatives to unify consumer rights (eg an EU-wide 14 days cool-off period)
Initiatives to unify sales tax structure
14Share this presentation
Europe Case Study the internet
Mcommerce
buying and selling through wireless handheld devices EU mshoppers spent twice as much in 2014 as
they did in 2013 ($30 Billion vs $16 Billion
UK = most mature mcommerce market 28 of consumers use smartphones for shopping (19 in the US)
European retailers are adapting by optimizing their websites to mobile devices and ensuring secure payments
15Share this presentation
Building Local Websites URLs
Local domains ndash buy your local name
Chose your highest priority markets (Germany UK Francehellip)
Buy your URLs (Uniform Resource Locators) in these markets de couk frhellip
httpswwweurodnscom
Cost $20 a countryhellip
The more local domains you have the more accessible you are at the local level
Once a URL is bought by someone else itrsquos hard to get it back
16Share this presentation
Building Local Websites country specific
Market credibility = look local and feel local Country specific design = adapt design to local
market images colour schemes references
Ensure coherency and be sensitive to the original site design
Maintaining throughout your individual brand
Example Cadbury UK
A very UK-specific design images of the London skyline London cabs a story about a British architecthellip
Truly British chocolate Bought by Kraft Foods in 2010
17Share this presentation
Building Local Websites country specific
Local knowledge = trust reliability
Country specific content = localise your content
Translate not just words but concepts terminology case studies etc
Note differences in dates units of measurement vocabulary relevant case studieshellip
Example Coca Cola UK (httpwwwcoca-colacouk) versus Coca Cola France
(httpwwwcoca-cola-francefr)
show brand consistency with local referencing
18Share this presentation
Building Local Websites translation
More than translation Donrsquot use Google Translate - One language per page
Content translated by Google Translate is obvious and not valued
Use a native-speaker ndash donrsquot skimp
Remember to translate meta text headings page URLs image captions etc
Relevant videos If yes include subtitles
Avoid colloquialisms and abbreviations
Have clear links to pages in other language
Translation Tip Use flag icons buttons or links to aid navigation
and highlight your company lsquomultinationalrsquo abilities
19Share this presentation
Marketing Local Websites get found
Get found Make sure Google likes your local site Google
Google market share in the USA = 67
European SEO = Google = 95 average market penetration Compare that to the USA
+200 different parameters in a Google search algorithm but the golden rule is be local and be active
Country Leader Share Runner-up Share
Spain Google 96 Bing 2
France Google 95 Bing 4
Italy Google 95 Bing 2
Germany Google 93 Bing 3
UK Google 89 Bing 7
USA Google 67 Bing 18
Source The Webcertain Global Search and Social Report
20Share this presentation
Marketing Local Websites SEO
Country specific search engine optimization (SEO) SEO is different in every market You might be top of the heap on
googlecom but bottom of the heap on Googlede fr coukhelliphellip
Getting found = great LOCAL keywords
Great SEO boosters Geolocation Automatically detect the browser language IP addressor country to redirect web visitors to the relevant local site
Register with local directories and forums Engage in local marketdirectories associations forums ndash the more links the better
Host locally Businesses searching for local suppliers identify youmore easily if you are hosted locally + faster upload with local hosting
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
4Share this presentation
Online Business in Europe
TABLE OF CONTENTS 4
Section 1 The Online World Why are websites important for exporters
5
Section 2 Europe as a case study Europe and the internet Hot trends ecommerce mcommerce and social media B2B use
9
Section 3 Building a local website Domain names Local credibility Local knowledge
15
Section 4 Marketing a local website SEO Trade Shows Distributors End Clients
19
QampA 28
5Share this presentation
The Online World - exporter routes to market
Routes to market Same as in the USA Direct to end clients (retailers or food processors) Via distributors Direct to consumers (ecommerce)
BUT THEY ALL BENEFIT FROM A LOCAL ONLINE PRESENCE
An in-market website Allows you to be VISIBLE Enhances and guards your BRAND Gives you in-market CREDIBILTY Centralizes information (PRICES PRODUCT
LAUNCHEShellip) Organizes your MARKETING Measures your ROI
6Share this presentation
The Online World build your site
In North America and the EU
85 of business procurement commences online
Remember
Google in the USA is NOT the same as Google in other countries eg Brazil = googlecombr and is in Portuguese
Googlecom and googlecouk = totally different despite the language similarity
SEO in your home market is NOT optimized for your export markets
Be visible = build a local site
7Share this presentation
The Online World market your site
Grow your brand + be trusted = market your site
In North America and the EU
93 of businesses research B2B purchases and judgepotential business partners online
In-market sites
A window to show you are export ready willing and knowledgeable =gt trustworthy
You control your brand
8Share this presentation
The Online World market your site
Organize your marketing = use your site
In North America and the EU
86 of B2B firms use social media
In-market sites
One place =gt coordinate product launches harmonize prices centralize distributor resources
Optimize trade shows
Organize your marketing
Measure your ROI
9Share this presentation
Europe Case Study - overview
EUROPE ndash large prosperous easy to do businesshellipPerfect for the internet
Europe = European Union (EU) plus Norway Switzerland
505 million inhabitants GDP $185 Trillion 720 of the worldrsquos largest economies
EU = I single trading bloc so 1 set of regulations tariffs ruleshellipalthough some important country-specific exceptions
EU 28 countries 24 languages 9 currencies although the Euro is 1928
10Share this presentation
Europe Case Study ndash priority markets
3 countries dominate the economic political and business worlds France Germany and the UK
208 million people (= 41 of Europersquos total)
GDP of $ 83 Trillion (= 45 of EU GDP)
Spheres of influence
Germany = some of the most porous borders for business with Poland Czech Republic Slovakia Austria Denmark Netherlandshellip
France = Belgium + Switzerland + strong ties in Spain Italy and Northern Africa
English = worldrsquos business language + UK is a natural business partner for Northern Europe
11Share this presentation
Europe Case Study Europe online
EU 28 505 million inhabitants 375 million internet users 225 million eshoppers
Internet users in million (2014) Ecommerce spend in $ billion (2014)
57087173
5543
0
20
40
60
80
United Kingdom
Germany France
161
72 65
0
50
100
150
United Kingdom
Germany France
12Share this presentation
Europe Case Study Europe online
Ecommerce is booming
Ecommerce in the EU is booming
UK Germany and France = leaders
EU ecommerce market = $485 Billion
US ecommerce market = $268 Billion
EU ecommerce growth for 2015 18 est
EU retail growth forecast 2015 +2Source Digital Strategy Consulting
13Share this presentation
Europe Case Study the internet
Cross-border sales within the EUCross-border ecommerce growth = twice domestic sales rates
2015-2020
Barriers limiting cross-border online Language Uncertainty on consumer rights (warranty returns policy) Long delivery times
Initiatives driving cross-border online
SEPA (Single Euro Payments Area) harmonization of online payments
Initiatives to unify consumer rights (eg an EU-wide 14 days cool-off period)
Initiatives to unify sales tax structure
14Share this presentation
Europe Case Study the internet
Mcommerce
buying and selling through wireless handheld devices EU mshoppers spent twice as much in 2014 as
they did in 2013 ($30 Billion vs $16 Billion
UK = most mature mcommerce market 28 of consumers use smartphones for shopping (19 in the US)
European retailers are adapting by optimizing their websites to mobile devices and ensuring secure payments
15Share this presentation
Building Local Websites URLs
Local domains ndash buy your local name
Chose your highest priority markets (Germany UK Francehellip)
Buy your URLs (Uniform Resource Locators) in these markets de couk frhellip
httpswwweurodnscom
Cost $20 a countryhellip
The more local domains you have the more accessible you are at the local level
Once a URL is bought by someone else itrsquos hard to get it back
16Share this presentation
Building Local Websites country specific
Market credibility = look local and feel local Country specific design = adapt design to local
market images colour schemes references
Ensure coherency and be sensitive to the original site design
Maintaining throughout your individual brand
Example Cadbury UK
A very UK-specific design images of the London skyline London cabs a story about a British architecthellip
Truly British chocolate Bought by Kraft Foods in 2010
17Share this presentation
Building Local Websites country specific
Local knowledge = trust reliability
Country specific content = localise your content
Translate not just words but concepts terminology case studies etc
Note differences in dates units of measurement vocabulary relevant case studieshellip
Example Coca Cola UK (httpwwwcoca-colacouk) versus Coca Cola France
(httpwwwcoca-cola-francefr)
show brand consistency with local referencing
18Share this presentation
Building Local Websites translation
More than translation Donrsquot use Google Translate - One language per page
Content translated by Google Translate is obvious and not valued
Use a native-speaker ndash donrsquot skimp
Remember to translate meta text headings page URLs image captions etc
Relevant videos If yes include subtitles
Avoid colloquialisms and abbreviations
Have clear links to pages in other language
Translation Tip Use flag icons buttons or links to aid navigation
and highlight your company lsquomultinationalrsquo abilities
19Share this presentation
Marketing Local Websites get found
Get found Make sure Google likes your local site Google
Google market share in the USA = 67
European SEO = Google = 95 average market penetration Compare that to the USA
+200 different parameters in a Google search algorithm but the golden rule is be local and be active
Country Leader Share Runner-up Share
Spain Google 96 Bing 2
France Google 95 Bing 4
Italy Google 95 Bing 2
Germany Google 93 Bing 3
UK Google 89 Bing 7
USA Google 67 Bing 18
Source The Webcertain Global Search and Social Report
20Share this presentation
Marketing Local Websites SEO
Country specific search engine optimization (SEO) SEO is different in every market You might be top of the heap on
googlecom but bottom of the heap on Googlede fr coukhelliphellip
Getting found = great LOCAL keywords
Great SEO boosters Geolocation Automatically detect the browser language IP addressor country to redirect web visitors to the relevant local site
Register with local directories and forums Engage in local marketdirectories associations forums ndash the more links the better
Host locally Businesses searching for local suppliers identify youmore easily if you are hosted locally + faster upload with local hosting
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
5Share this presentation
The Online World - exporter routes to market
Routes to market Same as in the USA Direct to end clients (retailers or food processors) Via distributors Direct to consumers (ecommerce)
BUT THEY ALL BENEFIT FROM A LOCAL ONLINE PRESENCE
An in-market website Allows you to be VISIBLE Enhances and guards your BRAND Gives you in-market CREDIBILTY Centralizes information (PRICES PRODUCT
LAUNCHEShellip) Organizes your MARKETING Measures your ROI
6Share this presentation
The Online World build your site
In North America and the EU
85 of business procurement commences online
Remember
Google in the USA is NOT the same as Google in other countries eg Brazil = googlecombr and is in Portuguese
Googlecom and googlecouk = totally different despite the language similarity
SEO in your home market is NOT optimized for your export markets
Be visible = build a local site
7Share this presentation
The Online World market your site
Grow your brand + be trusted = market your site
In North America and the EU
93 of businesses research B2B purchases and judgepotential business partners online
In-market sites
A window to show you are export ready willing and knowledgeable =gt trustworthy
You control your brand
8Share this presentation
The Online World market your site
Organize your marketing = use your site
In North America and the EU
86 of B2B firms use social media
In-market sites
One place =gt coordinate product launches harmonize prices centralize distributor resources
Optimize trade shows
Organize your marketing
Measure your ROI
9Share this presentation
Europe Case Study - overview
EUROPE ndash large prosperous easy to do businesshellipPerfect for the internet
Europe = European Union (EU) plus Norway Switzerland
505 million inhabitants GDP $185 Trillion 720 of the worldrsquos largest economies
EU = I single trading bloc so 1 set of regulations tariffs ruleshellipalthough some important country-specific exceptions
EU 28 countries 24 languages 9 currencies although the Euro is 1928
10Share this presentation
Europe Case Study ndash priority markets
3 countries dominate the economic political and business worlds France Germany and the UK
208 million people (= 41 of Europersquos total)
GDP of $ 83 Trillion (= 45 of EU GDP)
Spheres of influence
Germany = some of the most porous borders for business with Poland Czech Republic Slovakia Austria Denmark Netherlandshellip
France = Belgium + Switzerland + strong ties in Spain Italy and Northern Africa
English = worldrsquos business language + UK is a natural business partner for Northern Europe
11Share this presentation
Europe Case Study Europe online
EU 28 505 million inhabitants 375 million internet users 225 million eshoppers
Internet users in million (2014) Ecommerce spend in $ billion (2014)
57087173
5543
0
20
40
60
80
United Kingdom
Germany France
161
72 65
0
50
100
150
United Kingdom
Germany France
12Share this presentation
Europe Case Study Europe online
Ecommerce is booming
Ecommerce in the EU is booming
UK Germany and France = leaders
EU ecommerce market = $485 Billion
US ecommerce market = $268 Billion
EU ecommerce growth for 2015 18 est
EU retail growth forecast 2015 +2Source Digital Strategy Consulting
13Share this presentation
Europe Case Study the internet
Cross-border sales within the EUCross-border ecommerce growth = twice domestic sales rates
2015-2020
Barriers limiting cross-border online Language Uncertainty on consumer rights (warranty returns policy) Long delivery times
Initiatives driving cross-border online
SEPA (Single Euro Payments Area) harmonization of online payments
Initiatives to unify consumer rights (eg an EU-wide 14 days cool-off period)
Initiatives to unify sales tax structure
14Share this presentation
Europe Case Study the internet
Mcommerce
buying and selling through wireless handheld devices EU mshoppers spent twice as much in 2014 as
they did in 2013 ($30 Billion vs $16 Billion
UK = most mature mcommerce market 28 of consumers use smartphones for shopping (19 in the US)
European retailers are adapting by optimizing their websites to mobile devices and ensuring secure payments
15Share this presentation
Building Local Websites URLs
Local domains ndash buy your local name
Chose your highest priority markets (Germany UK Francehellip)
Buy your URLs (Uniform Resource Locators) in these markets de couk frhellip
httpswwweurodnscom
Cost $20 a countryhellip
The more local domains you have the more accessible you are at the local level
Once a URL is bought by someone else itrsquos hard to get it back
16Share this presentation
Building Local Websites country specific
Market credibility = look local and feel local Country specific design = adapt design to local
market images colour schemes references
Ensure coherency and be sensitive to the original site design
Maintaining throughout your individual brand
Example Cadbury UK
A very UK-specific design images of the London skyline London cabs a story about a British architecthellip
Truly British chocolate Bought by Kraft Foods in 2010
17Share this presentation
Building Local Websites country specific
Local knowledge = trust reliability
Country specific content = localise your content
Translate not just words but concepts terminology case studies etc
Note differences in dates units of measurement vocabulary relevant case studieshellip
Example Coca Cola UK (httpwwwcoca-colacouk) versus Coca Cola France
(httpwwwcoca-cola-francefr)
show brand consistency with local referencing
18Share this presentation
Building Local Websites translation
More than translation Donrsquot use Google Translate - One language per page
Content translated by Google Translate is obvious and not valued
Use a native-speaker ndash donrsquot skimp
Remember to translate meta text headings page URLs image captions etc
Relevant videos If yes include subtitles
Avoid colloquialisms and abbreviations
Have clear links to pages in other language
Translation Tip Use flag icons buttons or links to aid navigation
and highlight your company lsquomultinationalrsquo abilities
19Share this presentation
Marketing Local Websites get found
Get found Make sure Google likes your local site Google
Google market share in the USA = 67
European SEO = Google = 95 average market penetration Compare that to the USA
+200 different parameters in a Google search algorithm but the golden rule is be local and be active
Country Leader Share Runner-up Share
Spain Google 96 Bing 2
France Google 95 Bing 4
Italy Google 95 Bing 2
Germany Google 93 Bing 3
UK Google 89 Bing 7
USA Google 67 Bing 18
Source The Webcertain Global Search and Social Report
20Share this presentation
Marketing Local Websites SEO
Country specific search engine optimization (SEO) SEO is different in every market You might be top of the heap on
googlecom but bottom of the heap on Googlede fr coukhelliphellip
Getting found = great LOCAL keywords
Great SEO boosters Geolocation Automatically detect the browser language IP addressor country to redirect web visitors to the relevant local site
Register with local directories and forums Engage in local marketdirectories associations forums ndash the more links the better
Host locally Businesses searching for local suppliers identify youmore easily if you are hosted locally + faster upload with local hosting
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
6Share this presentation
The Online World build your site
In North America and the EU
85 of business procurement commences online
Remember
Google in the USA is NOT the same as Google in other countries eg Brazil = googlecombr and is in Portuguese
Googlecom and googlecouk = totally different despite the language similarity
SEO in your home market is NOT optimized for your export markets
Be visible = build a local site
7Share this presentation
The Online World market your site
Grow your brand + be trusted = market your site
In North America and the EU
93 of businesses research B2B purchases and judgepotential business partners online
In-market sites
A window to show you are export ready willing and knowledgeable =gt trustworthy
You control your brand
8Share this presentation
The Online World market your site
Organize your marketing = use your site
In North America and the EU
86 of B2B firms use social media
In-market sites
One place =gt coordinate product launches harmonize prices centralize distributor resources
Optimize trade shows
Organize your marketing
Measure your ROI
9Share this presentation
Europe Case Study - overview
EUROPE ndash large prosperous easy to do businesshellipPerfect for the internet
Europe = European Union (EU) plus Norway Switzerland
505 million inhabitants GDP $185 Trillion 720 of the worldrsquos largest economies
EU = I single trading bloc so 1 set of regulations tariffs ruleshellipalthough some important country-specific exceptions
EU 28 countries 24 languages 9 currencies although the Euro is 1928
10Share this presentation
Europe Case Study ndash priority markets
3 countries dominate the economic political and business worlds France Germany and the UK
208 million people (= 41 of Europersquos total)
GDP of $ 83 Trillion (= 45 of EU GDP)
Spheres of influence
Germany = some of the most porous borders for business with Poland Czech Republic Slovakia Austria Denmark Netherlandshellip
France = Belgium + Switzerland + strong ties in Spain Italy and Northern Africa
English = worldrsquos business language + UK is a natural business partner for Northern Europe
11Share this presentation
Europe Case Study Europe online
EU 28 505 million inhabitants 375 million internet users 225 million eshoppers
Internet users in million (2014) Ecommerce spend in $ billion (2014)
57087173
5543
0
20
40
60
80
United Kingdom
Germany France
161
72 65
0
50
100
150
United Kingdom
Germany France
12Share this presentation
Europe Case Study Europe online
Ecommerce is booming
Ecommerce in the EU is booming
UK Germany and France = leaders
EU ecommerce market = $485 Billion
US ecommerce market = $268 Billion
EU ecommerce growth for 2015 18 est
EU retail growth forecast 2015 +2Source Digital Strategy Consulting
13Share this presentation
Europe Case Study the internet
Cross-border sales within the EUCross-border ecommerce growth = twice domestic sales rates
2015-2020
Barriers limiting cross-border online Language Uncertainty on consumer rights (warranty returns policy) Long delivery times
Initiatives driving cross-border online
SEPA (Single Euro Payments Area) harmonization of online payments
Initiatives to unify consumer rights (eg an EU-wide 14 days cool-off period)
Initiatives to unify sales tax structure
14Share this presentation
Europe Case Study the internet
Mcommerce
buying and selling through wireless handheld devices EU mshoppers spent twice as much in 2014 as
they did in 2013 ($30 Billion vs $16 Billion
UK = most mature mcommerce market 28 of consumers use smartphones for shopping (19 in the US)
European retailers are adapting by optimizing their websites to mobile devices and ensuring secure payments
15Share this presentation
Building Local Websites URLs
Local domains ndash buy your local name
Chose your highest priority markets (Germany UK Francehellip)
Buy your URLs (Uniform Resource Locators) in these markets de couk frhellip
httpswwweurodnscom
Cost $20 a countryhellip
The more local domains you have the more accessible you are at the local level
Once a URL is bought by someone else itrsquos hard to get it back
16Share this presentation
Building Local Websites country specific
Market credibility = look local and feel local Country specific design = adapt design to local
market images colour schemes references
Ensure coherency and be sensitive to the original site design
Maintaining throughout your individual brand
Example Cadbury UK
A very UK-specific design images of the London skyline London cabs a story about a British architecthellip
Truly British chocolate Bought by Kraft Foods in 2010
17Share this presentation
Building Local Websites country specific
Local knowledge = trust reliability
Country specific content = localise your content
Translate not just words but concepts terminology case studies etc
Note differences in dates units of measurement vocabulary relevant case studieshellip
Example Coca Cola UK (httpwwwcoca-colacouk) versus Coca Cola France
(httpwwwcoca-cola-francefr)
show brand consistency with local referencing
18Share this presentation
Building Local Websites translation
More than translation Donrsquot use Google Translate - One language per page
Content translated by Google Translate is obvious and not valued
Use a native-speaker ndash donrsquot skimp
Remember to translate meta text headings page URLs image captions etc
Relevant videos If yes include subtitles
Avoid colloquialisms and abbreviations
Have clear links to pages in other language
Translation Tip Use flag icons buttons or links to aid navigation
and highlight your company lsquomultinationalrsquo abilities
19Share this presentation
Marketing Local Websites get found
Get found Make sure Google likes your local site Google
Google market share in the USA = 67
European SEO = Google = 95 average market penetration Compare that to the USA
+200 different parameters in a Google search algorithm but the golden rule is be local and be active
Country Leader Share Runner-up Share
Spain Google 96 Bing 2
France Google 95 Bing 4
Italy Google 95 Bing 2
Germany Google 93 Bing 3
UK Google 89 Bing 7
USA Google 67 Bing 18
Source The Webcertain Global Search and Social Report
20Share this presentation
Marketing Local Websites SEO
Country specific search engine optimization (SEO) SEO is different in every market You might be top of the heap on
googlecom but bottom of the heap on Googlede fr coukhelliphellip
Getting found = great LOCAL keywords
Great SEO boosters Geolocation Automatically detect the browser language IP addressor country to redirect web visitors to the relevant local site
Register with local directories and forums Engage in local marketdirectories associations forums ndash the more links the better
Host locally Businesses searching for local suppliers identify youmore easily if you are hosted locally + faster upload with local hosting
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
7Share this presentation
The Online World market your site
Grow your brand + be trusted = market your site
In North America and the EU
93 of businesses research B2B purchases and judgepotential business partners online
In-market sites
A window to show you are export ready willing and knowledgeable =gt trustworthy
You control your brand
8Share this presentation
The Online World market your site
Organize your marketing = use your site
In North America and the EU
86 of B2B firms use social media
In-market sites
One place =gt coordinate product launches harmonize prices centralize distributor resources
Optimize trade shows
Organize your marketing
Measure your ROI
9Share this presentation
Europe Case Study - overview
EUROPE ndash large prosperous easy to do businesshellipPerfect for the internet
Europe = European Union (EU) plus Norway Switzerland
505 million inhabitants GDP $185 Trillion 720 of the worldrsquos largest economies
EU = I single trading bloc so 1 set of regulations tariffs ruleshellipalthough some important country-specific exceptions
EU 28 countries 24 languages 9 currencies although the Euro is 1928
10Share this presentation
Europe Case Study ndash priority markets
3 countries dominate the economic political and business worlds France Germany and the UK
208 million people (= 41 of Europersquos total)
GDP of $ 83 Trillion (= 45 of EU GDP)
Spheres of influence
Germany = some of the most porous borders for business with Poland Czech Republic Slovakia Austria Denmark Netherlandshellip
France = Belgium + Switzerland + strong ties in Spain Italy and Northern Africa
English = worldrsquos business language + UK is a natural business partner for Northern Europe
11Share this presentation
Europe Case Study Europe online
EU 28 505 million inhabitants 375 million internet users 225 million eshoppers
Internet users in million (2014) Ecommerce spend in $ billion (2014)
57087173
5543
0
20
40
60
80
United Kingdom
Germany France
161
72 65
0
50
100
150
United Kingdom
Germany France
12Share this presentation
Europe Case Study Europe online
Ecommerce is booming
Ecommerce in the EU is booming
UK Germany and France = leaders
EU ecommerce market = $485 Billion
US ecommerce market = $268 Billion
EU ecommerce growth for 2015 18 est
EU retail growth forecast 2015 +2Source Digital Strategy Consulting
13Share this presentation
Europe Case Study the internet
Cross-border sales within the EUCross-border ecommerce growth = twice domestic sales rates
2015-2020
Barriers limiting cross-border online Language Uncertainty on consumer rights (warranty returns policy) Long delivery times
Initiatives driving cross-border online
SEPA (Single Euro Payments Area) harmonization of online payments
Initiatives to unify consumer rights (eg an EU-wide 14 days cool-off period)
Initiatives to unify sales tax structure
14Share this presentation
Europe Case Study the internet
Mcommerce
buying and selling through wireless handheld devices EU mshoppers spent twice as much in 2014 as
they did in 2013 ($30 Billion vs $16 Billion
UK = most mature mcommerce market 28 of consumers use smartphones for shopping (19 in the US)
European retailers are adapting by optimizing their websites to mobile devices and ensuring secure payments
15Share this presentation
Building Local Websites URLs
Local domains ndash buy your local name
Chose your highest priority markets (Germany UK Francehellip)
Buy your URLs (Uniform Resource Locators) in these markets de couk frhellip
httpswwweurodnscom
Cost $20 a countryhellip
The more local domains you have the more accessible you are at the local level
Once a URL is bought by someone else itrsquos hard to get it back
16Share this presentation
Building Local Websites country specific
Market credibility = look local and feel local Country specific design = adapt design to local
market images colour schemes references
Ensure coherency and be sensitive to the original site design
Maintaining throughout your individual brand
Example Cadbury UK
A very UK-specific design images of the London skyline London cabs a story about a British architecthellip
Truly British chocolate Bought by Kraft Foods in 2010
17Share this presentation
Building Local Websites country specific
Local knowledge = trust reliability
Country specific content = localise your content
Translate not just words but concepts terminology case studies etc
Note differences in dates units of measurement vocabulary relevant case studieshellip
Example Coca Cola UK (httpwwwcoca-colacouk) versus Coca Cola France
(httpwwwcoca-cola-francefr)
show brand consistency with local referencing
18Share this presentation
Building Local Websites translation
More than translation Donrsquot use Google Translate - One language per page
Content translated by Google Translate is obvious and not valued
Use a native-speaker ndash donrsquot skimp
Remember to translate meta text headings page URLs image captions etc
Relevant videos If yes include subtitles
Avoid colloquialisms and abbreviations
Have clear links to pages in other language
Translation Tip Use flag icons buttons or links to aid navigation
and highlight your company lsquomultinationalrsquo abilities
19Share this presentation
Marketing Local Websites get found
Get found Make sure Google likes your local site Google
Google market share in the USA = 67
European SEO = Google = 95 average market penetration Compare that to the USA
+200 different parameters in a Google search algorithm but the golden rule is be local and be active
Country Leader Share Runner-up Share
Spain Google 96 Bing 2
France Google 95 Bing 4
Italy Google 95 Bing 2
Germany Google 93 Bing 3
UK Google 89 Bing 7
USA Google 67 Bing 18
Source The Webcertain Global Search and Social Report
20Share this presentation
Marketing Local Websites SEO
Country specific search engine optimization (SEO) SEO is different in every market You might be top of the heap on
googlecom but bottom of the heap on Googlede fr coukhelliphellip
Getting found = great LOCAL keywords
Great SEO boosters Geolocation Automatically detect the browser language IP addressor country to redirect web visitors to the relevant local site
Register with local directories and forums Engage in local marketdirectories associations forums ndash the more links the better
Host locally Businesses searching for local suppliers identify youmore easily if you are hosted locally + faster upload with local hosting
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
8Share this presentation
The Online World market your site
Organize your marketing = use your site
In North America and the EU
86 of B2B firms use social media
In-market sites
One place =gt coordinate product launches harmonize prices centralize distributor resources
Optimize trade shows
Organize your marketing
Measure your ROI
9Share this presentation
Europe Case Study - overview
EUROPE ndash large prosperous easy to do businesshellipPerfect for the internet
Europe = European Union (EU) plus Norway Switzerland
505 million inhabitants GDP $185 Trillion 720 of the worldrsquos largest economies
EU = I single trading bloc so 1 set of regulations tariffs ruleshellipalthough some important country-specific exceptions
EU 28 countries 24 languages 9 currencies although the Euro is 1928
10Share this presentation
Europe Case Study ndash priority markets
3 countries dominate the economic political and business worlds France Germany and the UK
208 million people (= 41 of Europersquos total)
GDP of $ 83 Trillion (= 45 of EU GDP)
Spheres of influence
Germany = some of the most porous borders for business with Poland Czech Republic Slovakia Austria Denmark Netherlandshellip
France = Belgium + Switzerland + strong ties in Spain Italy and Northern Africa
English = worldrsquos business language + UK is a natural business partner for Northern Europe
11Share this presentation
Europe Case Study Europe online
EU 28 505 million inhabitants 375 million internet users 225 million eshoppers
Internet users in million (2014) Ecommerce spend in $ billion (2014)
57087173
5543
0
20
40
60
80
United Kingdom
Germany France
161
72 65
0
50
100
150
United Kingdom
Germany France
12Share this presentation
Europe Case Study Europe online
Ecommerce is booming
Ecommerce in the EU is booming
UK Germany and France = leaders
EU ecommerce market = $485 Billion
US ecommerce market = $268 Billion
EU ecommerce growth for 2015 18 est
EU retail growth forecast 2015 +2Source Digital Strategy Consulting
13Share this presentation
Europe Case Study the internet
Cross-border sales within the EUCross-border ecommerce growth = twice domestic sales rates
2015-2020
Barriers limiting cross-border online Language Uncertainty on consumer rights (warranty returns policy) Long delivery times
Initiatives driving cross-border online
SEPA (Single Euro Payments Area) harmonization of online payments
Initiatives to unify consumer rights (eg an EU-wide 14 days cool-off period)
Initiatives to unify sales tax structure
14Share this presentation
Europe Case Study the internet
Mcommerce
buying and selling through wireless handheld devices EU mshoppers spent twice as much in 2014 as
they did in 2013 ($30 Billion vs $16 Billion
UK = most mature mcommerce market 28 of consumers use smartphones for shopping (19 in the US)
European retailers are adapting by optimizing their websites to mobile devices and ensuring secure payments
15Share this presentation
Building Local Websites URLs
Local domains ndash buy your local name
Chose your highest priority markets (Germany UK Francehellip)
Buy your URLs (Uniform Resource Locators) in these markets de couk frhellip
httpswwweurodnscom
Cost $20 a countryhellip
The more local domains you have the more accessible you are at the local level
Once a URL is bought by someone else itrsquos hard to get it back
16Share this presentation
Building Local Websites country specific
Market credibility = look local and feel local Country specific design = adapt design to local
market images colour schemes references
Ensure coherency and be sensitive to the original site design
Maintaining throughout your individual brand
Example Cadbury UK
A very UK-specific design images of the London skyline London cabs a story about a British architecthellip
Truly British chocolate Bought by Kraft Foods in 2010
17Share this presentation
Building Local Websites country specific
Local knowledge = trust reliability
Country specific content = localise your content
Translate not just words but concepts terminology case studies etc
Note differences in dates units of measurement vocabulary relevant case studieshellip
Example Coca Cola UK (httpwwwcoca-colacouk) versus Coca Cola France
(httpwwwcoca-cola-francefr)
show brand consistency with local referencing
18Share this presentation
Building Local Websites translation
More than translation Donrsquot use Google Translate - One language per page
Content translated by Google Translate is obvious and not valued
Use a native-speaker ndash donrsquot skimp
Remember to translate meta text headings page URLs image captions etc
Relevant videos If yes include subtitles
Avoid colloquialisms and abbreviations
Have clear links to pages in other language
Translation Tip Use flag icons buttons or links to aid navigation
and highlight your company lsquomultinationalrsquo abilities
19Share this presentation
Marketing Local Websites get found
Get found Make sure Google likes your local site Google
Google market share in the USA = 67
European SEO = Google = 95 average market penetration Compare that to the USA
+200 different parameters in a Google search algorithm but the golden rule is be local and be active
Country Leader Share Runner-up Share
Spain Google 96 Bing 2
France Google 95 Bing 4
Italy Google 95 Bing 2
Germany Google 93 Bing 3
UK Google 89 Bing 7
USA Google 67 Bing 18
Source The Webcertain Global Search and Social Report
20Share this presentation
Marketing Local Websites SEO
Country specific search engine optimization (SEO) SEO is different in every market You might be top of the heap on
googlecom but bottom of the heap on Googlede fr coukhelliphellip
Getting found = great LOCAL keywords
Great SEO boosters Geolocation Automatically detect the browser language IP addressor country to redirect web visitors to the relevant local site
Register with local directories and forums Engage in local marketdirectories associations forums ndash the more links the better
Host locally Businesses searching for local suppliers identify youmore easily if you are hosted locally + faster upload with local hosting
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
9Share this presentation
Europe Case Study - overview
EUROPE ndash large prosperous easy to do businesshellipPerfect for the internet
Europe = European Union (EU) plus Norway Switzerland
505 million inhabitants GDP $185 Trillion 720 of the worldrsquos largest economies
EU = I single trading bloc so 1 set of regulations tariffs ruleshellipalthough some important country-specific exceptions
EU 28 countries 24 languages 9 currencies although the Euro is 1928
10Share this presentation
Europe Case Study ndash priority markets
3 countries dominate the economic political and business worlds France Germany and the UK
208 million people (= 41 of Europersquos total)
GDP of $ 83 Trillion (= 45 of EU GDP)
Spheres of influence
Germany = some of the most porous borders for business with Poland Czech Republic Slovakia Austria Denmark Netherlandshellip
France = Belgium + Switzerland + strong ties in Spain Italy and Northern Africa
English = worldrsquos business language + UK is a natural business partner for Northern Europe
11Share this presentation
Europe Case Study Europe online
EU 28 505 million inhabitants 375 million internet users 225 million eshoppers
Internet users in million (2014) Ecommerce spend in $ billion (2014)
57087173
5543
0
20
40
60
80
United Kingdom
Germany France
161
72 65
0
50
100
150
United Kingdom
Germany France
12Share this presentation
Europe Case Study Europe online
Ecommerce is booming
Ecommerce in the EU is booming
UK Germany and France = leaders
EU ecommerce market = $485 Billion
US ecommerce market = $268 Billion
EU ecommerce growth for 2015 18 est
EU retail growth forecast 2015 +2Source Digital Strategy Consulting
13Share this presentation
Europe Case Study the internet
Cross-border sales within the EUCross-border ecommerce growth = twice domestic sales rates
2015-2020
Barriers limiting cross-border online Language Uncertainty on consumer rights (warranty returns policy) Long delivery times
Initiatives driving cross-border online
SEPA (Single Euro Payments Area) harmonization of online payments
Initiatives to unify consumer rights (eg an EU-wide 14 days cool-off period)
Initiatives to unify sales tax structure
14Share this presentation
Europe Case Study the internet
Mcommerce
buying and selling through wireless handheld devices EU mshoppers spent twice as much in 2014 as
they did in 2013 ($30 Billion vs $16 Billion
UK = most mature mcommerce market 28 of consumers use smartphones for shopping (19 in the US)
European retailers are adapting by optimizing their websites to mobile devices and ensuring secure payments
15Share this presentation
Building Local Websites URLs
Local domains ndash buy your local name
Chose your highest priority markets (Germany UK Francehellip)
Buy your URLs (Uniform Resource Locators) in these markets de couk frhellip
httpswwweurodnscom
Cost $20 a countryhellip
The more local domains you have the more accessible you are at the local level
Once a URL is bought by someone else itrsquos hard to get it back
16Share this presentation
Building Local Websites country specific
Market credibility = look local and feel local Country specific design = adapt design to local
market images colour schemes references
Ensure coherency and be sensitive to the original site design
Maintaining throughout your individual brand
Example Cadbury UK
A very UK-specific design images of the London skyline London cabs a story about a British architecthellip
Truly British chocolate Bought by Kraft Foods in 2010
17Share this presentation
Building Local Websites country specific
Local knowledge = trust reliability
Country specific content = localise your content
Translate not just words but concepts terminology case studies etc
Note differences in dates units of measurement vocabulary relevant case studieshellip
Example Coca Cola UK (httpwwwcoca-colacouk) versus Coca Cola France
(httpwwwcoca-cola-francefr)
show brand consistency with local referencing
18Share this presentation
Building Local Websites translation
More than translation Donrsquot use Google Translate - One language per page
Content translated by Google Translate is obvious and not valued
Use a native-speaker ndash donrsquot skimp
Remember to translate meta text headings page URLs image captions etc
Relevant videos If yes include subtitles
Avoid colloquialisms and abbreviations
Have clear links to pages in other language
Translation Tip Use flag icons buttons or links to aid navigation
and highlight your company lsquomultinationalrsquo abilities
19Share this presentation
Marketing Local Websites get found
Get found Make sure Google likes your local site Google
Google market share in the USA = 67
European SEO = Google = 95 average market penetration Compare that to the USA
+200 different parameters in a Google search algorithm but the golden rule is be local and be active
Country Leader Share Runner-up Share
Spain Google 96 Bing 2
France Google 95 Bing 4
Italy Google 95 Bing 2
Germany Google 93 Bing 3
UK Google 89 Bing 7
USA Google 67 Bing 18
Source The Webcertain Global Search and Social Report
20Share this presentation
Marketing Local Websites SEO
Country specific search engine optimization (SEO) SEO is different in every market You might be top of the heap on
googlecom but bottom of the heap on Googlede fr coukhelliphellip
Getting found = great LOCAL keywords
Great SEO boosters Geolocation Automatically detect the browser language IP addressor country to redirect web visitors to the relevant local site
Register with local directories and forums Engage in local marketdirectories associations forums ndash the more links the better
Host locally Businesses searching for local suppliers identify youmore easily if you are hosted locally + faster upload with local hosting
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
10Share this presentation
Europe Case Study ndash priority markets
3 countries dominate the economic political and business worlds France Germany and the UK
208 million people (= 41 of Europersquos total)
GDP of $ 83 Trillion (= 45 of EU GDP)
Spheres of influence
Germany = some of the most porous borders for business with Poland Czech Republic Slovakia Austria Denmark Netherlandshellip
France = Belgium + Switzerland + strong ties in Spain Italy and Northern Africa
English = worldrsquos business language + UK is a natural business partner for Northern Europe
11Share this presentation
Europe Case Study Europe online
EU 28 505 million inhabitants 375 million internet users 225 million eshoppers
Internet users in million (2014) Ecommerce spend in $ billion (2014)
57087173
5543
0
20
40
60
80
United Kingdom
Germany France
161
72 65
0
50
100
150
United Kingdom
Germany France
12Share this presentation
Europe Case Study Europe online
Ecommerce is booming
Ecommerce in the EU is booming
UK Germany and France = leaders
EU ecommerce market = $485 Billion
US ecommerce market = $268 Billion
EU ecommerce growth for 2015 18 est
EU retail growth forecast 2015 +2Source Digital Strategy Consulting
13Share this presentation
Europe Case Study the internet
Cross-border sales within the EUCross-border ecommerce growth = twice domestic sales rates
2015-2020
Barriers limiting cross-border online Language Uncertainty on consumer rights (warranty returns policy) Long delivery times
Initiatives driving cross-border online
SEPA (Single Euro Payments Area) harmonization of online payments
Initiatives to unify consumer rights (eg an EU-wide 14 days cool-off period)
Initiatives to unify sales tax structure
14Share this presentation
Europe Case Study the internet
Mcommerce
buying and selling through wireless handheld devices EU mshoppers spent twice as much in 2014 as
they did in 2013 ($30 Billion vs $16 Billion
UK = most mature mcommerce market 28 of consumers use smartphones for shopping (19 in the US)
European retailers are adapting by optimizing their websites to mobile devices and ensuring secure payments
15Share this presentation
Building Local Websites URLs
Local domains ndash buy your local name
Chose your highest priority markets (Germany UK Francehellip)
Buy your URLs (Uniform Resource Locators) in these markets de couk frhellip
httpswwweurodnscom
Cost $20 a countryhellip
The more local domains you have the more accessible you are at the local level
Once a URL is bought by someone else itrsquos hard to get it back
16Share this presentation
Building Local Websites country specific
Market credibility = look local and feel local Country specific design = adapt design to local
market images colour schemes references
Ensure coherency and be sensitive to the original site design
Maintaining throughout your individual brand
Example Cadbury UK
A very UK-specific design images of the London skyline London cabs a story about a British architecthellip
Truly British chocolate Bought by Kraft Foods in 2010
17Share this presentation
Building Local Websites country specific
Local knowledge = trust reliability
Country specific content = localise your content
Translate not just words but concepts terminology case studies etc
Note differences in dates units of measurement vocabulary relevant case studieshellip
Example Coca Cola UK (httpwwwcoca-colacouk) versus Coca Cola France
(httpwwwcoca-cola-francefr)
show brand consistency with local referencing
18Share this presentation
Building Local Websites translation
More than translation Donrsquot use Google Translate - One language per page
Content translated by Google Translate is obvious and not valued
Use a native-speaker ndash donrsquot skimp
Remember to translate meta text headings page URLs image captions etc
Relevant videos If yes include subtitles
Avoid colloquialisms and abbreviations
Have clear links to pages in other language
Translation Tip Use flag icons buttons or links to aid navigation
and highlight your company lsquomultinationalrsquo abilities
19Share this presentation
Marketing Local Websites get found
Get found Make sure Google likes your local site Google
Google market share in the USA = 67
European SEO = Google = 95 average market penetration Compare that to the USA
+200 different parameters in a Google search algorithm but the golden rule is be local and be active
Country Leader Share Runner-up Share
Spain Google 96 Bing 2
France Google 95 Bing 4
Italy Google 95 Bing 2
Germany Google 93 Bing 3
UK Google 89 Bing 7
USA Google 67 Bing 18
Source The Webcertain Global Search and Social Report
20Share this presentation
Marketing Local Websites SEO
Country specific search engine optimization (SEO) SEO is different in every market You might be top of the heap on
googlecom but bottom of the heap on Googlede fr coukhelliphellip
Getting found = great LOCAL keywords
Great SEO boosters Geolocation Automatically detect the browser language IP addressor country to redirect web visitors to the relevant local site
Register with local directories and forums Engage in local marketdirectories associations forums ndash the more links the better
Host locally Businesses searching for local suppliers identify youmore easily if you are hosted locally + faster upload with local hosting
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
11Share this presentation
Europe Case Study Europe online
EU 28 505 million inhabitants 375 million internet users 225 million eshoppers
Internet users in million (2014) Ecommerce spend in $ billion (2014)
57087173
5543
0
20
40
60
80
United Kingdom
Germany France
161
72 65
0
50
100
150
United Kingdom
Germany France
12Share this presentation
Europe Case Study Europe online
Ecommerce is booming
Ecommerce in the EU is booming
UK Germany and France = leaders
EU ecommerce market = $485 Billion
US ecommerce market = $268 Billion
EU ecommerce growth for 2015 18 est
EU retail growth forecast 2015 +2Source Digital Strategy Consulting
13Share this presentation
Europe Case Study the internet
Cross-border sales within the EUCross-border ecommerce growth = twice domestic sales rates
2015-2020
Barriers limiting cross-border online Language Uncertainty on consumer rights (warranty returns policy) Long delivery times
Initiatives driving cross-border online
SEPA (Single Euro Payments Area) harmonization of online payments
Initiatives to unify consumer rights (eg an EU-wide 14 days cool-off period)
Initiatives to unify sales tax structure
14Share this presentation
Europe Case Study the internet
Mcommerce
buying and selling through wireless handheld devices EU mshoppers spent twice as much in 2014 as
they did in 2013 ($30 Billion vs $16 Billion
UK = most mature mcommerce market 28 of consumers use smartphones for shopping (19 in the US)
European retailers are adapting by optimizing their websites to mobile devices and ensuring secure payments
15Share this presentation
Building Local Websites URLs
Local domains ndash buy your local name
Chose your highest priority markets (Germany UK Francehellip)
Buy your URLs (Uniform Resource Locators) in these markets de couk frhellip
httpswwweurodnscom
Cost $20 a countryhellip
The more local domains you have the more accessible you are at the local level
Once a URL is bought by someone else itrsquos hard to get it back
16Share this presentation
Building Local Websites country specific
Market credibility = look local and feel local Country specific design = adapt design to local
market images colour schemes references
Ensure coherency and be sensitive to the original site design
Maintaining throughout your individual brand
Example Cadbury UK
A very UK-specific design images of the London skyline London cabs a story about a British architecthellip
Truly British chocolate Bought by Kraft Foods in 2010
17Share this presentation
Building Local Websites country specific
Local knowledge = trust reliability
Country specific content = localise your content
Translate not just words but concepts terminology case studies etc
Note differences in dates units of measurement vocabulary relevant case studieshellip
Example Coca Cola UK (httpwwwcoca-colacouk) versus Coca Cola France
(httpwwwcoca-cola-francefr)
show brand consistency with local referencing
18Share this presentation
Building Local Websites translation
More than translation Donrsquot use Google Translate - One language per page
Content translated by Google Translate is obvious and not valued
Use a native-speaker ndash donrsquot skimp
Remember to translate meta text headings page URLs image captions etc
Relevant videos If yes include subtitles
Avoid colloquialisms and abbreviations
Have clear links to pages in other language
Translation Tip Use flag icons buttons or links to aid navigation
and highlight your company lsquomultinationalrsquo abilities
19Share this presentation
Marketing Local Websites get found
Get found Make sure Google likes your local site Google
Google market share in the USA = 67
European SEO = Google = 95 average market penetration Compare that to the USA
+200 different parameters in a Google search algorithm but the golden rule is be local and be active
Country Leader Share Runner-up Share
Spain Google 96 Bing 2
France Google 95 Bing 4
Italy Google 95 Bing 2
Germany Google 93 Bing 3
UK Google 89 Bing 7
USA Google 67 Bing 18
Source The Webcertain Global Search and Social Report
20Share this presentation
Marketing Local Websites SEO
Country specific search engine optimization (SEO) SEO is different in every market You might be top of the heap on
googlecom but bottom of the heap on Googlede fr coukhelliphellip
Getting found = great LOCAL keywords
Great SEO boosters Geolocation Automatically detect the browser language IP addressor country to redirect web visitors to the relevant local site
Register with local directories and forums Engage in local marketdirectories associations forums ndash the more links the better
Host locally Businesses searching for local suppliers identify youmore easily if you are hosted locally + faster upload with local hosting
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
12Share this presentation
Europe Case Study Europe online
Ecommerce is booming
Ecommerce in the EU is booming
UK Germany and France = leaders
EU ecommerce market = $485 Billion
US ecommerce market = $268 Billion
EU ecommerce growth for 2015 18 est
EU retail growth forecast 2015 +2Source Digital Strategy Consulting
13Share this presentation
Europe Case Study the internet
Cross-border sales within the EUCross-border ecommerce growth = twice domestic sales rates
2015-2020
Barriers limiting cross-border online Language Uncertainty on consumer rights (warranty returns policy) Long delivery times
Initiatives driving cross-border online
SEPA (Single Euro Payments Area) harmonization of online payments
Initiatives to unify consumer rights (eg an EU-wide 14 days cool-off period)
Initiatives to unify sales tax structure
14Share this presentation
Europe Case Study the internet
Mcommerce
buying and selling through wireless handheld devices EU mshoppers spent twice as much in 2014 as
they did in 2013 ($30 Billion vs $16 Billion
UK = most mature mcommerce market 28 of consumers use smartphones for shopping (19 in the US)
European retailers are adapting by optimizing their websites to mobile devices and ensuring secure payments
15Share this presentation
Building Local Websites URLs
Local domains ndash buy your local name
Chose your highest priority markets (Germany UK Francehellip)
Buy your URLs (Uniform Resource Locators) in these markets de couk frhellip
httpswwweurodnscom
Cost $20 a countryhellip
The more local domains you have the more accessible you are at the local level
Once a URL is bought by someone else itrsquos hard to get it back
16Share this presentation
Building Local Websites country specific
Market credibility = look local and feel local Country specific design = adapt design to local
market images colour schemes references
Ensure coherency and be sensitive to the original site design
Maintaining throughout your individual brand
Example Cadbury UK
A very UK-specific design images of the London skyline London cabs a story about a British architecthellip
Truly British chocolate Bought by Kraft Foods in 2010
17Share this presentation
Building Local Websites country specific
Local knowledge = trust reliability
Country specific content = localise your content
Translate not just words but concepts terminology case studies etc
Note differences in dates units of measurement vocabulary relevant case studieshellip
Example Coca Cola UK (httpwwwcoca-colacouk) versus Coca Cola France
(httpwwwcoca-cola-francefr)
show brand consistency with local referencing
18Share this presentation
Building Local Websites translation
More than translation Donrsquot use Google Translate - One language per page
Content translated by Google Translate is obvious and not valued
Use a native-speaker ndash donrsquot skimp
Remember to translate meta text headings page URLs image captions etc
Relevant videos If yes include subtitles
Avoid colloquialisms and abbreviations
Have clear links to pages in other language
Translation Tip Use flag icons buttons or links to aid navigation
and highlight your company lsquomultinationalrsquo abilities
19Share this presentation
Marketing Local Websites get found
Get found Make sure Google likes your local site Google
Google market share in the USA = 67
European SEO = Google = 95 average market penetration Compare that to the USA
+200 different parameters in a Google search algorithm but the golden rule is be local and be active
Country Leader Share Runner-up Share
Spain Google 96 Bing 2
France Google 95 Bing 4
Italy Google 95 Bing 2
Germany Google 93 Bing 3
UK Google 89 Bing 7
USA Google 67 Bing 18
Source The Webcertain Global Search and Social Report
20Share this presentation
Marketing Local Websites SEO
Country specific search engine optimization (SEO) SEO is different in every market You might be top of the heap on
googlecom but bottom of the heap on Googlede fr coukhelliphellip
Getting found = great LOCAL keywords
Great SEO boosters Geolocation Automatically detect the browser language IP addressor country to redirect web visitors to the relevant local site
Register with local directories and forums Engage in local marketdirectories associations forums ndash the more links the better
Host locally Businesses searching for local suppliers identify youmore easily if you are hosted locally + faster upload with local hosting
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
13Share this presentation
Europe Case Study the internet
Cross-border sales within the EUCross-border ecommerce growth = twice domestic sales rates
2015-2020
Barriers limiting cross-border online Language Uncertainty on consumer rights (warranty returns policy) Long delivery times
Initiatives driving cross-border online
SEPA (Single Euro Payments Area) harmonization of online payments
Initiatives to unify consumer rights (eg an EU-wide 14 days cool-off period)
Initiatives to unify sales tax structure
14Share this presentation
Europe Case Study the internet
Mcommerce
buying and selling through wireless handheld devices EU mshoppers spent twice as much in 2014 as
they did in 2013 ($30 Billion vs $16 Billion
UK = most mature mcommerce market 28 of consumers use smartphones for shopping (19 in the US)
European retailers are adapting by optimizing their websites to mobile devices and ensuring secure payments
15Share this presentation
Building Local Websites URLs
Local domains ndash buy your local name
Chose your highest priority markets (Germany UK Francehellip)
Buy your URLs (Uniform Resource Locators) in these markets de couk frhellip
httpswwweurodnscom
Cost $20 a countryhellip
The more local domains you have the more accessible you are at the local level
Once a URL is bought by someone else itrsquos hard to get it back
16Share this presentation
Building Local Websites country specific
Market credibility = look local and feel local Country specific design = adapt design to local
market images colour schemes references
Ensure coherency and be sensitive to the original site design
Maintaining throughout your individual brand
Example Cadbury UK
A very UK-specific design images of the London skyline London cabs a story about a British architecthellip
Truly British chocolate Bought by Kraft Foods in 2010
17Share this presentation
Building Local Websites country specific
Local knowledge = trust reliability
Country specific content = localise your content
Translate not just words but concepts terminology case studies etc
Note differences in dates units of measurement vocabulary relevant case studieshellip
Example Coca Cola UK (httpwwwcoca-colacouk) versus Coca Cola France
(httpwwwcoca-cola-francefr)
show brand consistency with local referencing
18Share this presentation
Building Local Websites translation
More than translation Donrsquot use Google Translate - One language per page
Content translated by Google Translate is obvious and not valued
Use a native-speaker ndash donrsquot skimp
Remember to translate meta text headings page URLs image captions etc
Relevant videos If yes include subtitles
Avoid colloquialisms and abbreviations
Have clear links to pages in other language
Translation Tip Use flag icons buttons or links to aid navigation
and highlight your company lsquomultinationalrsquo abilities
19Share this presentation
Marketing Local Websites get found
Get found Make sure Google likes your local site Google
Google market share in the USA = 67
European SEO = Google = 95 average market penetration Compare that to the USA
+200 different parameters in a Google search algorithm but the golden rule is be local and be active
Country Leader Share Runner-up Share
Spain Google 96 Bing 2
France Google 95 Bing 4
Italy Google 95 Bing 2
Germany Google 93 Bing 3
UK Google 89 Bing 7
USA Google 67 Bing 18
Source The Webcertain Global Search and Social Report
20Share this presentation
Marketing Local Websites SEO
Country specific search engine optimization (SEO) SEO is different in every market You might be top of the heap on
googlecom but bottom of the heap on Googlede fr coukhelliphellip
Getting found = great LOCAL keywords
Great SEO boosters Geolocation Automatically detect the browser language IP addressor country to redirect web visitors to the relevant local site
Register with local directories and forums Engage in local marketdirectories associations forums ndash the more links the better
Host locally Businesses searching for local suppliers identify youmore easily if you are hosted locally + faster upload with local hosting
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
14Share this presentation
Europe Case Study the internet
Mcommerce
buying and selling through wireless handheld devices EU mshoppers spent twice as much in 2014 as
they did in 2013 ($30 Billion vs $16 Billion
UK = most mature mcommerce market 28 of consumers use smartphones for shopping (19 in the US)
European retailers are adapting by optimizing their websites to mobile devices and ensuring secure payments
15Share this presentation
Building Local Websites URLs
Local domains ndash buy your local name
Chose your highest priority markets (Germany UK Francehellip)
Buy your URLs (Uniform Resource Locators) in these markets de couk frhellip
httpswwweurodnscom
Cost $20 a countryhellip
The more local domains you have the more accessible you are at the local level
Once a URL is bought by someone else itrsquos hard to get it back
16Share this presentation
Building Local Websites country specific
Market credibility = look local and feel local Country specific design = adapt design to local
market images colour schemes references
Ensure coherency and be sensitive to the original site design
Maintaining throughout your individual brand
Example Cadbury UK
A very UK-specific design images of the London skyline London cabs a story about a British architecthellip
Truly British chocolate Bought by Kraft Foods in 2010
17Share this presentation
Building Local Websites country specific
Local knowledge = trust reliability
Country specific content = localise your content
Translate not just words but concepts terminology case studies etc
Note differences in dates units of measurement vocabulary relevant case studieshellip
Example Coca Cola UK (httpwwwcoca-colacouk) versus Coca Cola France
(httpwwwcoca-cola-francefr)
show brand consistency with local referencing
18Share this presentation
Building Local Websites translation
More than translation Donrsquot use Google Translate - One language per page
Content translated by Google Translate is obvious and not valued
Use a native-speaker ndash donrsquot skimp
Remember to translate meta text headings page URLs image captions etc
Relevant videos If yes include subtitles
Avoid colloquialisms and abbreviations
Have clear links to pages in other language
Translation Tip Use flag icons buttons or links to aid navigation
and highlight your company lsquomultinationalrsquo abilities
19Share this presentation
Marketing Local Websites get found
Get found Make sure Google likes your local site Google
Google market share in the USA = 67
European SEO = Google = 95 average market penetration Compare that to the USA
+200 different parameters in a Google search algorithm but the golden rule is be local and be active
Country Leader Share Runner-up Share
Spain Google 96 Bing 2
France Google 95 Bing 4
Italy Google 95 Bing 2
Germany Google 93 Bing 3
UK Google 89 Bing 7
USA Google 67 Bing 18
Source The Webcertain Global Search and Social Report
20Share this presentation
Marketing Local Websites SEO
Country specific search engine optimization (SEO) SEO is different in every market You might be top of the heap on
googlecom but bottom of the heap on Googlede fr coukhelliphellip
Getting found = great LOCAL keywords
Great SEO boosters Geolocation Automatically detect the browser language IP addressor country to redirect web visitors to the relevant local site
Register with local directories and forums Engage in local marketdirectories associations forums ndash the more links the better
Host locally Businesses searching for local suppliers identify youmore easily if you are hosted locally + faster upload with local hosting
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
15Share this presentation
Building Local Websites URLs
Local domains ndash buy your local name
Chose your highest priority markets (Germany UK Francehellip)
Buy your URLs (Uniform Resource Locators) in these markets de couk frhellip
httpswwweurodnscom
Cost $20 a countryhellip
The more local domains you have the more accessible you are at the local level
Once a URL is bought by someone else itrsquos hard to get it back
16Share this presentation
Building Local Websites country specific
Market credibility = look local and feel local Country specific design = adapt design to local
market images colour schemes references
Ensure coherency and be sensitive to the original site design
Maintaining throughout your individual brand
Example Cadbury UK
A very UK-specific design images of the London skyline London cabs a story about a British architecthellip
Truly British chocolate Bought by Kraft Foods in 2010
17Share this presentation
Building Local Websites country specific
Local knowledge = trust reliability
Country specific content = localise your content
Translate not just words but concepts terminology case studies etc
Note differences in dates units of measurement vocabulary relevant case studieshellip
Example Coca Cola UK (httpwwwcoca-colacouk) versus Coca Cola France
(httpwwwcoca-cola-francefr)
show brand consistency with local referencing
18Share this presentation
Building Local Websites translation
More than translation Donrsquot use Google Translate - One language per page
Content translated by Google Translate is obvious and not valued
Use a native-speaker ndash donrsquot skimp
Remember to translate meta text headings page URLs image captions etc
Relevant videos If yes include subtitles
Avoid colloquialisms and abbreviations
Have clear links to pages in other language
Translation Tip Use flag icons buttons or links to aid navigation
and highlight your company lsquomultinationalrsquo abilities
19Share this presentation
Marketing Local Websites get found
Get found Make sure Google likes your local site Google
Google market share in the USA = 67
European SEO = Google = 95 average market penetration Compare that to the USA
+200 different parameters in a Google search algorithm but the golden rule is be local and be active
Country Leader Share Runner-up Share
Spain Google 96 Bing 2
France Google 95 Bing 4
Italy Google 95 Bing 2
Germany Google 93 Bing 3
UK Google 89 Bing 7
USA Google 67 Bing 18
Source The Webcertain Global Search and Social Report
20Share this presentation
Marketing Local Websites SEO
Country specific search engine optimization (SEO) SEO is different in every market You might be top of the heap on
googlecom but bottom of the heap on Googlede fr coukhelliphellip
Getting found = great LOCAL keywords
Great SEO boosters Geolocation Automatically detect the browser language IP addressor country to redirect web visitors to the relevant local site
Register with local directories and forums Engage in local marketdirectories associations forums ndash the more links the better
Host locally Businesses searching for local suppliers identify youmore easily if you are hosted locally + faster upload with local hosting
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
16Share this presentation
Building Local Websites country specific
Market credibility = look local and feel local Country specific design = adapt design to local
market images colour schemes references
Ensure coherency and be sensitive to the original site design
Maintaining throughout your individual brand
Example Cadbury UK
A very UK-specific design images of the London skyline London cabs a story about a British architecthellip
Truly British chocolate Bought by Kraft Foods in 2010
17Share this presentation
Building Local Websites country specific
Local knowledge = trust reliability
Country specific content = localise your content
Translate not just words but concepts terminology case studies etc
Note differences in dates units of measurement vocabulary relevant case studieshellip
Example Coca Cola UK (httpwwwcoca-colacouk) versus Coca Cola France
(httpwwwcoca-cola-francefr)
show brand consistency with local referencing
18Share this presentation
Building Local Websites translation
More than translation Donrsquot use Google Translate - One language per page
Content translated by Google Translate is obvious and not valued
Use a native-speaker ndash donrsquot skimp
Remember to translate meta text headings page URLs image captions etc
Relevant videos If yes include subtitles
Avoid colloquialisms and abbreviations
Have clear links to pages in other language
Translation Tip Use flag icons buttons or links to aid navigation
and highlight your company lsquomultinationalrsquo abilities
19Share this presentation
Marketing Local Websites get found
Get found Make sure Google likes your local site Google
Google market share in the USA = 67
European SEO = Google = 95 average market penetration Compare that to the USA
+200 different parameters in a Google search algorithm but the golden rule is be local and be active
Country Leader Share Runner-up Share
Spain Google 96 Bing 2
France Google 95 Bing 4
Italy Google 95 Bing 2
Germany Google 93 Bing 3
UK Google 89 Bing 7
USA Google 67 Bing 18
Source The Webcertain Global Search and Social Report
20Share this presentation
Marketing Local Websites SEO
Country specific search engine optimization (SEO) SEO is different in every market You might be top of the heap on
googlecom but bottom of the heap on Googlede fr coukhelliphellip
Getting found = great LOCAL keywords
Great SEO boosters Geolocation Automatically detect the browser language IP addressor country to redirect web visitors to the relevant local site
Register with local directories and forums Engage in local marketdirectories associations forums ndash the more links the better
Host locally Businesses searching for local suppliers identify youmore easily if you are hosted locally + faster upload with local hosting
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
17Share this presentation
Building Local Websites country specific
Local knowledge = trust reliability
Country specific content = localise your content
Translate not just words but concepts terminology case studies etc
Note differences in dates units of measurement vocabulary relevant case studieshellip
Example Coca Cola UK (httpwwwcoca-colacouk) versus Coca Cola France
(httpwwwcoca-cola-francefr)
show brand consistency with local referencing
18Share this presentation
Building Local Websites translation
More than translation Donrsquot use Google Translate - One language per page
Content translated by Google Translate is obvious and not valued
Use a native-speaker ndash donrsquot skimp
Remember to translate meta text headings page URLs image captions etc
Relevant videos If yes include subtitles
Avoid colloquialisms and abbreviations
Have clear links to pages in other language
Translation Tip Use flag icons buttons or links to aid navigation
and highlight your company lsquomultinationalrsquo abilities
19Share this presentation
Marketing Local Websites get found
Get found Make sure Google likes your local site Google
Google market share in the USA = 67
European SEO = Google = 95 average market penetration Compare that to the USA
+200 different parameters in a Google search algorithm but the golden rule is be local and be active
Country Leader Share Runner-up Share
Spain Google 96 Bing 2
France Google 95 Bing 4
Italy Google 95 Bing 2
Germany Google 93 Bing 3
UK Google 89 Bing 7
USA Google 67 Bing 18
Source The Webcertain Global Search and Social Report
20Share this presentation
Marketing Local Websites SEO
Country specific search engine optimization (SEO) SEO is different in every market You might be top of the heap on
googlecom but bottom of the heap on Googlede fr coukhelliphellip
Getting found = great LOCAL keywords
Great SEO boosters Geolocation Automatically detect the browser language IP addressor country to redirect web visitors to the relevant local site
Register with local directories and forums Engage in local marketdirectories associations forums ndash the more links the better
Host locally Businesses searching for local suppliers identify youmore easily if you are hosted locally + faster upload with local hosting
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
18Share this presentation
Building Local Websites translation
More than translation Donrsquot use Google Translate - One language per page
Content translated by Google Translate is obvious and not valued
Use a native-speaker ndash donrsquot skimp
Remember to translate meta text headings page URLs image captions etc
Relevant videos If yes include subtitles
Avoid colloquialisms and abbreviations
Have clear links to pages in other language
Translation Tip Use flag icons buttons or links to aid navigation
and highlight your company lsquomultinationalrsquo abilities
19Share this presentation
Marketing Local Websites get found
Get found Make sure Google likes your local site Google
Google market share in the USA = 67
European SEO = Google = 95 average market penetration Compare that to the USA
+200 different parameters in a Google search algorithm but the golden rule is be local and be active
Country Leader Share Runner-up Share
Spain Google 96 Bing 2
France Google 95 Bing 4
Italy Google 95 Bing 2
Germany Google 93 Bing 3
UK Google 89 Bing 7
USA Google 67 Bing 18
Source The Webcertain Global Search and Social Report
20Share this presentation
Marketing Local Websites SEO
Country specific search engine optimization (SEO) SEO is different in every market You might be top of the heap on
googlecom but bottom of the heap on Googlede fr coukhelliphellip
Getting found = great LOCAL keywords
Great SEO boosters Geolocation Automatically detect the browser language IP addressor country to redirect web visitors to the relevant local site
Register with local directories and forums Engage in local marketdirectories associations forums ndash the more links the better
Host locally Businesses searching for local suppliers identify youmore easily if you are hosted locally + faster upload with local hosting
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
19Share this presentation
Marketing Local Websites get found
Get found Make sure Google likes your local site Google
Google market share in the USA = 67
European SEO = Google = 95 average market penetration Compare that to the USA
+200 different parameters in a Google search algorithm but the golden rule is be local and be active
Country Leader Share Runner-up Share
Spain Google 96 Bing 2
France Google 95 Bing 4
Italy Google 95 Bing 2
Germany Google 93 Bing 3
UK Google 89 Bing 7
USA Google 67 Bing 18
Source The Webcertain Global Search and Social Report
20Share this presentation
Marketing Local Websites SEO
Country specific search engine optimization (SEO) SEO is different in every market You might be top of the heap on
googlecom but bottom of the heap on Googlede fr coukhelliphellip
Getting found = great LOCAL keywords
Great SEO boosters Geolocation Automatically detect the browser language IP addressor country to redirect web visitors to the relevant local site
Register with local directories and forums Engage in local marketdirectories associations forums ndash the more links the better
Host locally Businesses searching for local suppliers identify youmore easily if you are hosted locally + faster upload with local hosting
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
20Share this presentation
Marketing Local Websites SEO
Country specific search engine optimization (SEO) SEO is different in every market You might be top of the heap on
googlecom but bottom of the heap on Googlede fr coukhelliphellip
Getting found = great LOCAL keywords
Great SEO boosters Geolocation Automatically detect the browser language IP addressor country to redirect web visitors to the relevant local site
Register with local directories and forums Engage in local marketdirectories associations forums ndash the more links the better
Host locally Businesses searching for local suppliers identify youmore easily if you are hosted locally + faster upload with local hosting
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
21Share this presentation
Marketing Local Websites social media
Social Media Europe =
mobile and more engaged in social media than the US
300 million active social media users
Facebook = clear leader followed by Google+ Twitter
Local markets have local players eg Studivz in GermanyViadeo in France Tuenti in Spain Naszaklasa in Poland)
It is ok to Leave videos in English but include subtitles Leave technical documents in English Send blogs to non-English speaking targets
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
22Share this presentation
Marketing Local Websites trade shows
Optimizing trade shows Example of MEDICA
Companies spend an average $60000 per trade show ndashMedica cost
40 more leads generated through local online marketing
Defined online marketing strategy in place at least 6 weeks before the show 3 months is better
Flag your attendance via local website local social mediahellip
Engage via local website with show organiser
Local associations B2B procurement sites show sponsors
SEO TipAttending a large international trade every year Then dedicate space on your website fulltime highlights your commitment stay connected with leads asserts you an industry expert
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
23Share this presentation
Routes To Market distributors
Distributors The best distributors find you
Local search = local distributor
Make sure they also have a good website and engage insocial media
Remember you can manage your distributors throughyour website centralizing prices product informationlaunches events newshellip
DO NOT hand your brand over to a distributor
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
24Share this presentation
Routes To Market end clients
End Clients Selling to end clients in international markets
= requires local reach
Your local website will
Give your company the footprint it needs to interact with and reassure your client
Offer in-market support
Be a platform to interact with local technical partners
Maintain a regular consistent dialogue
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
25Share this presentation
Using Local Websites
Metrics and Return on Investment (ROI)
Tools Analytical tools Online marketing tools Content management system tools
Define your international online objectives
Your business model helps define the type of website and your online objectives
Implement processes and tools to help you track measure and evaluate success
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
26Share this presentation
Conclusion and Next Steps
A local website = an exporterrsquos best friendBuild it ndash use it
In-market websites = affordable and effective
Visibility + credibility
Organize sales process
Control + enhance your brand
Coordinate your export markets optimize product
launches harmonize prices centralize distributor
resources leverage trade shows
Measure the impact + adapt your marketing
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
27Share this presentation
Further Reading and Sources
Contact us at infoibtpartnerscom
Sources
European Commission
Exportgov
Censusgov
Ecommerce Europe Europe B2C Ecommerce Report 2014
EMOTA Update on E-commerce in Europe
Centre for Retail Research Online Retailing Britain Europe and the USA 2014
Centre for Retail Research Online Retailing Britain Europe US and Canada 2015
Intershop E-commerce Report Fall 2013
Suggested further reading
We have a wide selection of (free) downloadable resources on our website ndashsee wwwibtpartnerscomusresources
Most popular Exporter guides to specific countries Optimizing websites for European search
engines Ecommerce in Europe Support your distributors online 15 tips for a user friendly website
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box
28Share this presentation
Q amp A
QampA ndash your chance to askhellip
Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow
Type your questions in the chat box