practical guide to international inbound marketing
TRANSCRIPT
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Gianluca Fiorelli’sPractical Guide To International
Inbound Marketing
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Are you ready to conquer new markets?
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Then understand that we do not live in a English world
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6,450,000,000
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Business first
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Globalization = People move
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Globalization = Goods move
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He obviously needs anInternational Strategy
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But he needs anInternational Strategy too
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Before thinking about marketing…
TECH
CONTENT
LOCALIZATION
LOGISTICS
PRICING
LAW
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The Inbound channels
SEARCH
CONTENT
SOCIAL
ANALYTICS Inbound
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The Inbound channels
Analytics
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Use data to inform your decision
This first
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Analyse your competitors - Search (Similarweb)
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Analyse your competitors - Social (RivalIQ)
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Analyse your competitors -Referrals (Similarweb)
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Multi-country or Multilingual?
Is Local a strategic asset for your business?
Yes No
Does exist justifiable traffic/revenue from foreign countries?
Yes No
MultilingualMulticountry
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The Inbound channels
SEARCH
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Optimize your main site 1st before creating international versions
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Dilemma - Multilingual
Ideal for businesses with small resources
Ideal for businesses with very very big
website/dbase (avoid complexity)
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Dilemma - Multi-Country
Better for geo-targeting.Needs longer times
before success.
Only with Gtlds (can geo-target).
Folders are synergic.
Only with Gtlds (can geo-target).
Only in case of great complexities.
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Do not be silly…
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Don’t use same URL via scripts
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Do not use parameters
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Localize the URL!
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Redirect via IP? User Browser? Alert?
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Hreflang: what Google says
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Hreflang: tools
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Mistake #1: Wrong ISO Code
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Mistake #2: Inconsistent Hreflang
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Mistake #3: Cross Canonical
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Mistake #4: Cross Canonical
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Mistake #5: No Reciprocal Present
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Hreflang: tools
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Hreflang: tools
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HTML Lang & Content Language
W3C
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Geotarget in GSC & BWT
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Localize your Structured Data
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Use Proxies, Hide My Ass or I Search From
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The Inbound channels
Content
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The Inbound channels
ANALYTICS CONTENT
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Content is where 80% of sites fail
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Content for International Marketing: Localization, not Translation
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Localize your template
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Mercadolivre pt-BR & pt-PT
1
1
2
2
3
3
4
4
5
5
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Not only “words”, but “interests” too
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Content is about Culture
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HOFSTEDE’S DIMENSIONS1 POWER DISTANCE2 INDIVIDUALISM VS COLLECTIVISM3 MASCULINITY vs FEMININITY4 UNCERTAINTY vs AVOIDANCE5 LONG- vs SHORT-TERM ORIENTATION6 INDULGENCE vs RESTRAINT
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Wildberries.ruEssential
Menu Simple Images
Offer First
Russians refuse Uncertainty
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Ellos.se
Swedish do not care
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BUZZSUMO PRO“TRENDING NOW”
Discover what content people like
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Discover what content people like
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Discover what content people like
TRENDSMAP PROTOPICS SEARCH
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On Site Content
SEO
CONTENT
ANALYTICS
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Relevance and Intention
Suggest
Keyword Research - Process
Competitors Native
Volume, Trends, SeasonalityActual Rankings & Content
Goals & KPIsPrioritizing
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More here: http://itseo.org/iomozcon
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Analyse competitiveness
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Say NO to automatic translations
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Invest in local/native support
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Amplification
SEO
CONTENTSOCIAL
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Geo-Targeted Link Earning
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Competitors & KW Visibility -SEMrush
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Remember? Competitor Analysis (Similarweb)
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Analyse their link profiles
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Verify if their popularity is real
CognitiveSEO
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Discover what content is shared
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Highest impact content
Buzzsumo Pro
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Discover Local Influencers
Klear
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Discover Local Influencers
Impactana
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Invest in local/native support, again
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Community Building
SOCIAL
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Globalization? No! GLOCALIZATION
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Monitor and confront
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FacebookRelation between Industry/Fans
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FacebookFans Evolution per Country
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FacebookMedium Posts per Country
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Post Formats per Country
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Post “Nature” per Country
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Italy > Glycaemic Society
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UK: Fun Committed Gamblers
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France: Visual & Verbose
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Germany: Squared Punkies
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Spain?
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A Society In Distress
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Remember: Glocalization
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TwitterTop Brands Followers Evolution
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TwitterMedium Tweets x Country
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The German case
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The Spanish case
1 2
3
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The Spanish case
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Do not forget Whatsapp
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Now you are ready to conquer new markets
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Go raibh maith agaibh
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LinksInternational SEO ROI Calculator: http://itseo.org/intlseoroiSimilarweb: http://www.similarweb.com/RivalIQ: https://www.rivaliq.com/International SEO Checklist: https://moz.com/blog/the-international-seo-checklistGoogle Hreflang Page: https://support.google.com/webmasters/answer/189077?hl=enFlang: http://flang.dejanseo.com.au/Hreflang Generator: http://www.internationalseomap.com/hreflang-tags-generator/Hreflang Sitemap XML tool: http://www.themediaflow.com/tool_hreflang.phpAuditing Hreflang Annotations: http://searchengineland.com/auditing-hreflang-annotations-common-issues-avoid-219483Deepcrawl: https://www.deepcrawl.com/OnPage.org: https://en.onpage.org/Screaming Frog SEO Spider: http://www.screamingfrog.co.uk/seo-spider/HideMyAss: https://www.hidemyass.comI Search From: http://isearchfrom.com/Culturability. Is your website alienating half your audience?: http://itseo.org/nanahaiBuzzsumo: http://buzzsumo.com/Topsy: http://topsy.com/Trendsmap: http://trendsmap.com/Gianluca Fiorelli’s very practical guide to keyword and topical research: http://itseo.org/iomozconMoz Keyword Difficulty Tool: https://moz.com/productsSemrush: http://www.semrush.com/Majestic: https://majestic.com/Open Site Explorer: https://moz.com/researchtools/ose/CognitiveSEO: http://cognitiveseo.com/Social Crawlytis: https://socialcrawlytics.com/Klear: http://www.klear.comImpactana: http://www.impactana.com/Socialbakers Regional Reports: http://www.socialbakers.com/resources/reports/regional/We Are Social – Digital, Social & Mobile in 2015: http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015