The Building Blocks of Spanish Digital Marketing

By Zeph Snapp

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@ZephSnapp

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The Building Blocks of Spanish Digital Marketing

ABC

Let’s Talk About: Spanish-Speaking

Markets

Identifying The Opportunity

Prepping Your Website

Social Media

Research For Content Marketing

Building Awesome Stuff

Digital PR: Prospecting

Digital PR: Outreach

Mercados Hispanos

ABC

Spanish-Speaking Markets

All Grown Up

Spanish > English Worldwide

http://infogr.am/Most-Spoken-Languages-in-the-World

Latin American GDP

http://www.gatewayhouse.in/latin-america-3-projected-gdp-growth-in-2013/

Internet Penetration Rate

http://www.nearshoreamericas.com/wp-content/uploads/2013/08/infographic.jpg

How are they getting online?

http://www.tnooz.com/wp-content/uploads/2013/08/LatAm-vs-USA1.png

US Hispanics

The Key Demographic

Hispanic Population

http://www.census.gov/population/hispanic/data/2011.html

Spanish Spoken At Home

http://www.pewresearch.org/fact-tank/2013/08/13/spanish-is-the-most-spoken-non-english-language-in-u-s-homes-even-among-non-hispanics/

US Hispanic Market = Growth

http://blog.thesanjosegroup.com/?p=2738

Hispanic In The Marketplace

http://blogs.hrblock.com/2012/01/24/the-rise-of-the-latino-consumer/

Univision is the #1 in Ratings

Identifica La Oportunidad

ABC

Identify The Opportunity

On Your Website

Browser Preference

Traffic from ES speaking Countries

Traffic to Es version of the site

Current Backlinks

Are we talking about you?

Social MediaSearch / Interactions

RSS

Fresh Web Explorer

Google Alerts

Market Forces & Company Priorities

Competitors?

Looking To Expand?

Logistics

LocationsPhone supportEmail supportShipping optionsPricing

differences

Preparando tu sitio:Estructura de dominio

ABC

Preparing The Site Structure

CC TLD

Subdomain

Subfolder

Advantages/Disadvantages

http://moz.com/blog/the-international-seo-checklist

Preparando Tu Sitio Estrategia de Traduccion

ABC

Preparing Your Website: Translation Strategy

One Translation, Multiple Countries

Great For:SMB’sSaaSStartups

Content for Every Market

Great For: Multinational

Corporations eCommerce sites Companies with

Physical Locations

Do NOT Machine Translate

De-Index MT, or Watch Out!

• Picture of Roger Mozbot?

Markups y Datos Estructurados

ABC

Hreflang: For Countries, AND

Languagesrel="alternate" hreflang="x"

Hreflang: Full Translation

Hreflang: Partial Translation

Hreflang: Similar Content, Different Target

Language, Then Country

<link rel=”alternate” hreflang=”es-US” href=”http://alturainteractive.com/es/” />

Use Correct ValuesLanguage:ISO 6391-1  

Country:ISO 3166-1 

Continents are NOT Supported

No «EU», «LA»

Use: For Language

HTML Link Element<link rel="alternate" hreflang="es" href="http://es.example.com/" />

HTTP HeaderIf you have non-HTML content on your web pages, a good example is a PDF file, you can use rel=”canonical” HTTP headers to indicate the canonical URL for HTML documents.

Link: <http://es.example.com/>; rel="alternate"; hreflang="es"

Use: For Country (Spanish Language, American Users)

HTML Link Element<link rel=”alternate” hreflang=”es-US”

href=”http://alturainteractive.com/es/” />

HTTP HeaderLink: <http://alturainteractive.com/> ; rel=”alternate”

hreflang=”es-US”

Hreflang Resources http://

moz.com/blog/using-the-correct-hreflang-tag-a-new-generator-tool by @aleyda

http://searchenginewatch.com/article/2232347/A-Simple-Guide-to-Using-relalternate-hreflangx by @Nick_Eubanks

https://support.google.com/webmasters/answer/189077?hl=en

Geo-Specific Schema Markups

SitemapInstead of using markup, you can submit a language specific version via a sitemap.

<?xml version="1.0" encoding="UTF-8"?><urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:xhtml="http://www.w3.org/1999/xhtml"> <url>   <loc>http://www.example.com/english/</loc>   <xhtml:link                 rel="alternate"                hreflang="de"                href="http://www.example.com/deutsch/"                />   <xhtml:link                 rel="alternate"                hreflang="de-ch"                href="http://www.example.com/schweiz-deutsch/"                />

Seamos Sociales

ABC

Let’s Be Social

Spanish Speakers Love SM

http://www.puntogeek.com/2013/02/11/estadisticas-del-uso-de-internet-en-latinoamerica/

We Over-Index!

http://www.tnooz.com/wp-content/uploads/2013/08/LatAm-vs-USA1.png

Basic Tips Across Platforms

Person or BusinessBy Language or by Country?

Account Structure

• Find Similar Companies• Look At Their Followers• Poach Them Using Ads and Special

Offers

• Use Followerwonk and Follow.me to find accounts

• Find and use Hashtags in your vertical

• Make lists, reach out to those you listed, get shares

Marketing de ContenidoPara Quien Lo Hago?

ABC

Spanish Content Marketing:Who To Target

(Not Provided)?No es Problema

Build Personas

Leverage Internal Data

• How expensive is your product?• Age group• Sex• Special--characteristics– Job– Hobbies– Interests

Google Instant: Search Intent

• What should they be looking for when they find you?

Try Terms in Different Ways

• What should they be looking for when they find you?

Followerwonk Process

Find Publishers in the Vertical

Who Uses Their Hashtag?

What Do They Share

Process:What Do They Do?

Facebook Process: Start Big

Add Pieces

Get Content Ideas

Give Me All The DATAZ!

http://alturainteractive.com/data-for-content-marketing-in-spanish/

Construyendo el Contenido

ABC

Building The Content

Data Viz Works: If It’s Great

http://chriswhong.com/projects/phillybiketheft/

Data Viz

http://chriswhong.com/projects/phillybiketheft/

Blog Posts Are Still OK…

But Some Tips:

Formal vs. Informal

Usted vs. Tu Informal is Better

Capitalize Only the First Word of Title

Example: Formas de crear

contenido

What NOT To Do:

Contextual Links Rule

Co-Citation + Branded Links = More Safety

Video

• Youtube : 2nd biggest Social Media Platform, in Latin America

• Youtube Ads: Huge Opportunity!

SkyScraper Content Method

H/T @Backlinko

Sometimes, “Ugh” Ranks

1

2

3

If It Does, Create Something WAY Better

Find Successful English Content

Divide Links By Language

• Screenshot de backlinks hacia moz be….

Check Backlinks For Spanish

Translate, Localize and Improve on It

http://seo.pe/guia-seo-para-principiantes/

Reach Out to Sites Linking to Original

Content• Screen shot de un correo de outreach

Relaciones Publicas Digitales: Prospecting

ABC

DIGITAL PR: Prospecting

Prospecting Tools

Advanced Search Operators

Qualification

RelevanceRecencyEngagement

Shares Comments

Domain Metrics DA PR

Relaciones Publicas Digitales

ABC

DIGITAL PR: Outreach

The Best You Can HopeFor is 15%

Spanish Internet Is Smaller

Write In Spanish

Keep It Short

Address the Webmaster How They Address

Readers

Don’t Be As Direct

Azul -img

Prioritize Outreach Method

Contact Form FacebookEmail

Video Outreach

Google +Youtube Private VideosVsnap

Know Your Time Zones

Know Your Holidays

Remember, It’s a Small World…

ACTIONABLE TIPS

SPANISH SPEAKING MARKETS ARE NEXT.

YOU’VE BEEN WARNED

MAKE SURE THE NEED FOR YOUR PRODUCT EXISTS

GET THE RESOURCES, IT WON’T BE CHEAP

DECIDE ON A DOMAIN STRATEGY: ccTLD,

SUBDOMAIN OR SUBFOLDER

DECIDE ON A TRANSLATION STRATEGY: LO BARATO

PUEDE SALIR CARO

DON’T. MACHINE. TRANSLATE.

(please?)

IMPLEMENT HREFLANG CORRECTLY

SOCIAL MEDIA RULES. BE THERE

BUILD PERSONAS BASED ON DATA

BASE PERSONAS ON REAL PEOPLE

NO SILVER BULLET, CREATE DIFFERENT TYPES OF CONTENT

LEVERAGE MULTILINGUAL TOOLS

PERSONALIZE OUTREACH

USE CONTACT FORMS AND FACEBOOK FOR BEST

RESULTS

HIGHLIGHT THE BENEFIT

BE HELPFUL

BE TRANSPARENT

¡BUENA SUERTE!

¡Y GRACIAS!

@zephsnapp

@AlturaInt

Zeph Snapp on G+

zeph@alturainteractive.com

Email: Zeph@AlturaInteractive.comTwitter: Zeph SnappWebsite: www.AlturaInteractive.com

Find this recorded #Mozinar and slide deck at http://moz.com/webinars very soon!