7 reasons why your online marketing in russia isn't working

7"Reasons"why"your"online"marke2ng"in"Russia"isn't"

workingArtem&Daniliants&/&

Who$are$we?

Interac(ve*online*marke(ng*agency*with*exper(se*in*promo(ng*companies*in*Russia

Interac(ve!online!marke+ng!agency!with!exper+se!in!promo+ng!companies!in!Russia

Interac(ve

We#are#capable#of#crea,ng#complex#marke,ng#solu,ons#such#as#social#applica,ons,#websites,#web#services#and#mobile#marke,ng#solu,ons#and#more.

Interac(ve*online&marke+ng&agency*with*exper(se*in*promo(ng*companies*in*Russia

Online&marke+ng&agency

We#focus#on#what#we're#best#at#1#helping#you#succeed#online.

Interac(ve*online*marke(ng*agency*with*exper%se*in*promo(ng*companies*in*Russia

Exper&se

We#have#worked#with#companies#ranging#from#1#man#companies#up#to#mul8na8onal#corpora8ons.#LumoLink#has#also#trained#over#1000#people#in#the#art#of#online#marke8ng#in#Europe.

Interac(ve*online*marke(ng*agency*with*exper(se*in*promo%ng(companies(in(Russia

Online&marke+ng&in&Russia&exper+se

We#offer#everything#your#business#needs#in#order#to#succeed#in#Russia#including#copywri8ng,#online#marke8ng,#technology#infrastructure#and#experts#with#years#of#experience#working#in#Russia.

Russian'is'the'biggest'Internet'market'in'Europe

And$it's$only$ge.ng$bigger

Big$e&Commerce$opportuni0es

With%all%these%opportuni/es%many%companies%are%failing%at%reaching%their%poten/al%customers%in%Russia.%We%gathered%the%most%common%mistakes%that%foreign%companies%

make%when%marke/ng%their%services%and%products%online%in%Russia.

#1!You!haven't!truly!localized!your!

service

Transla'ng)your)website)into)Russian)is)just)a)start.)In)order)to)provide)experience)that)Russians)are)used)to,)you)need)to)go)a)step)further.

Customer)service)in)Russian)language

• Email

• Product.instruc1ons,.manuals,.warranty

• Local.area.Russian.support.phone.line

Support'for'Russian'payment'methods

• Money'wallet'services:'Yandex'Money,'WebMoney

• Payment'using'terminals'(QIWI)

• Cash'payment'on'delivery'using'currier'service

• Bank'transfers

Make%sure%to%accept%methods%of%payment%already%in%your%ver6cal%that%your%customers%are%used%to.

#2!Adding!the!Russian!flag!to!your!site!is!not!enough

In#most#cases#companies#just#add#a#Russian#version#of#their#site#and#call#it#a#day.#There#are#many#downsides#to#this.

It#might#seriously#hurt#your#Yandex#

ranking

• No$content$duplica/on$issues

• Own$.ru$domain$that$people$in$Russia$are$accustomed$to

• No$need$for$language$tagging$since$the$language$can$be$defined$once$in$the$template$

• Possibility$to$host$your$website$in$Russia$for$improved$experience

More%info:%h+p://help.yandex.ru/

Truly&great&user&experience

Crea%ng(your(own(website(for(the(Russian(audience(will(allow(you(to(communicate(your(unique(value(proposi%on(be;er.

Case:&Bank&Raiffeisen

Below&is&a&good&example&of&crea2ng&a&unique&user&experience&tailored&for&the&Russian&market.

#3!You're!not!using!conversion!tracking

How$can$you$know$what$marke0ng$efforts$bring$results$and$which$don't?$Using$a$free$service$Yandex$Metrika$you$can$track$conversion$and$focus$online$marke0ng$efforts$on$the$right$thing.

Using&the&Yandex&Metrika&will&also&allow&you&to&take&advantage&of&conversion&op:miza:on&in&Yandex&Direct.

#4!Your!site's!region!is!all!wrong

The$geographic$affilia.on$of$a$website$is$important$when$users$make$region8specific$searches,$which$prevents$sites$from$other$regions$from$being$displayed$in$

search$results.

Not$being$listed$under$the$correct$region$reduces$your$possible$search$engine$visibility$in$Russia$greatly.

More%info:%h+ps://help.yandex.com/webmaster/

#5!You!don't!have!enough!compelling!

content

Yandex'search'engine,'just'like'it's'western'counterpart,'values'unique'content.'What'content'on'your'site'is'worth'linking'to?'How'o>en'do'you'add'new'content?

#6!You!don't!have!enough!good!organic!links

In#order#to#rank#well#in#a#Russian#search#engine#you#need#quality#organic#links#from#reputable#Russian#websites.#Ge<ng#a#link#requires#crea=ng#compelling#content,#doing#good#old#PR#and#promo=ng#your#site#constantly.

More%info:%h+ps://help.yandex.com/webmaster/

#7!Your!social!media!presence!in!Russia!is!

negligible

Vkontakte(groups(in(many(cases(rank(very(well(for(very(compe66ve(keywords.(U6lizing(Twi<er(may(also(lead(to(Yandex(indexing(your(site(faster.

More%info:%h+p://www.reuters.com/ar6cle/2012/02/21/us;twi+er;yandex;idUSTRE81K08E20120221

Your%online%marke-ng%partnerArtem&Daniliants&/&Managing&

director

• Email:#artem@lumolink.com

• Phone:#+358#50#404#4299

• Website:#h;p://www.lumolink.com

Image&creditshttp://www.bfro.be/ru/vi-mezhdunarodnyj-seminar-po-voprosam-estestvennogo-bilingvizma-i-mezhkul-turnoj-kommunikacii.html?cmp_id=102&news_id=2322https://www.flickr.com/photos/alancleaver/http://sibnews.ru/17781/faktura-podvislahttp://www.redown.se/http://vsekommentarii.com/http://geoclab.ru/articles/99/721/http://www.searchenginejournal.com/inspired-by-social-media/52202/