Annual Conference
Sales, brands, and business grow globally with website localization and international online marketing
Go Global IBT Online W ebs ite Loc aliz ation and Inter national Online Mar k eting
Go Good od af afterno ernoon! on! John Worthington CEO jw@ibt.onl #SBDCGoGlobal The IBT Online story from Paris onwards…
Over 400 U.S. companies served Over 1,000 localized websites delivered 14 US State Programs SIDO’s 2016 “Champion of Trade” Award BABC’s 2015 Best Innovative Company Award
Today’s Agenda 1. The BIG Online Picture 2. Website Localization 3. International Online Marketing 4. Success Stories 5. The Online Global Process for Success
{ } 1 The BIG Online Picture
“ >70% of the world’s purchasing power is outside of the USA. >85% of the world’s economic growth is ” outside of the USA. Source: US Commercial Services Great resource for international information
Digitally Literate SMEs SME exporters: Big disruption Digital world → Winners will be => well-connected and Great news for SMEs Big opportunity digitally literate
Digital Growth C ross-border Digital flows bandwidth now exert a larger X 45 since 2005 impact on GDP growth than the trade 2015-2020 projected X 9 * in goods * * Source: McKinsey Global Institute (MGI) report, Digital globalization: The new era of global flows, 2015
IB IBT Onl nlin ine e Co Cook okie ie Test st
Hussel Confiserie https://www.hussel.de/k/tee-gebaeck/gebaeck/schokoladengebaeck/?orderby=date
Bonne Maman https://www.bonnemaman.ch/fr/catalogue-la-biscuiterie-les-biscuits-cookies-chocolat-et-noisettes-225-g-c3-t6-p62.php
1688 https://detail.1688.com/offer/521713886637.html?spm=a262cb.8953942.j4hzk732.58.nue7JY
Mrs. Fields • Chocolate Biscuit Test https://www.mrsfields.com/categories/chocolate-chip-collection/#p:16
Fortnum & Mason • Chocolate Biscuit Test https://www.fortnumandmason.com/t/categories/food-hall/fortnums-classics/biscuits/chocolate-biscuits
Which website would you buy from?
>55% say they will only buy online when the website is in their native language. >75% of multilingual consumers prefer to buy products in their native language. >95% of multilingual consumers who speak major languages, such as English, Chinese, Japanese, Spanish, French, German etc. will only buy online when the website is in their language. (Source: Common Sense Advisory)
Top 10 Languages on the Internet
{ } 2 Web ebsite te Lo Local aliza ization tion
Market-specific & Client-focused ➢ Registered domain name Website ➢ Multilingual navigation get ➢ Mobile-enabled Localization ➢ Design adaption VISUAL ➢ Fully adapted to local language ➢ Cultural aspects taken into consideration ➢ Optimized for search engines ➢ Hosted locally ➢ Correct content management system ➢ Regulatory requirements
Localization is for SME’s exporting through distributors and agents too… Through localization of your website: 1. Centralize your distributor 3. You let the best distributors find support online (pricing you online harmonization and you avoid 4. Build and manage your brand duplication) online 2. Generate demand with local 5. Link your website to your search engine optimization by distributor, so you are not boosting local visibility and competing directly against thereby attracting new distributor distributors and potential end clients
{ } 3 In Inte ternat rnational ional On Onli line ne Marketing keting
International 4 ASPECTS: 1. Search engine optimization Online (SEO) 2. Social media marketing Marketing 3. Content management, editing, and support 4. Reports and analytics
Digital World Social catches up with Search www.ibt.onl
What are Search Engines? Search engines are localized 192 country/region specific 55% in China search engines >90% in Europe, Brazil, Mexico, Singapore, Turkey, UAE 67% in the USA 58% in Russia 77% in South Korea Different markets >< Different results Same ranking algorithm, => different results Google in the USA ǂ Google in the UK Search engine optimization is country specific
Optimize for your visitors A range of techniques that help your website Search engine optimization (SEO) rank higher in organic (also called natural) search results Country and language specific Unique, high quality content Descriptive in-depth content New and fresh content What matters to search engines? The right keywords Technical compliance Local hosting Unique, descriptive, high Take-away quality content, compliance, keywords
Social Media – Route to Export Growth Source: European Commission. Innovative Business Models for Competitiveness. Social media for internationalisation www.ibt.onl
Social media platforms allow companies to engage with potential clients all over the world 2.8 billion people use social media networks across the world in 2017 Social network ad revenue > $33 billion in 2016, growing > 30% per annum www.ibt.onl
Global Social Media Giants and Local Heroes www.ibt.onl
WeChat Global Social Media Networks Available in 20 languages A comprehensive app ecosystem that encompasses everything from payment services to online games 938 million monthly active user accounts www.ibt.onl
Facebook Available in 101 languages +1.94 billion monthly active users, + 18 percent + 1.28 billion people daily active users, + 18% increase 5 new profiles are created every second 97% of the Interbrand Top 100 Global brands have dedicated Facebook accounts Facebook owns WhatsApp, Instagram and Facebook Messenger combined audiences = 4.37 billion www.ibt.onl
BENEFITS ✓ Generate more leads ✓ Site will be relevant to target market ✓ Distributors can find you ✓ Increase reach
{ } 4 Success cess Sto tories ries
Apple: Online Global Success with 132 sites
Uber and Airbnb Airbnb: Uber: • Launched in 2008 • Founded in 2009, now in 575 cities • “Worldwide Accommodations Leader”, in worldwide. more than 65,000 cities and 191 countries. • “helping cities to thrive” and promote “safe And with world-class customer service and a rides for everyone” growing community of users • 80+ international websites • Having served >150 million guests, • Social media platforms: Facebook, LinkedIn, the Airbnb is a reference on its own Instagram, Twitter as well as their own • Global social media success across more newsroom platforms than I can list as well as its own impressive blogs.
CORPORATE SUCCESS STORIES Online Global in China, Mexico, Japan, and Brazil Optimizing trade shows and generating leads The return on investment was rapid: $.5 million airline deal Exports grew from $2.5 to $5 million
CORPORATE SUCCESS STORIES Online Global in the UK, Germany, China, Spain, UAE, Australia, Turkey, Singapore, and Korea Localized marketing campaigns, optimizing trade shows and identified distributors International sales growing at twice the rate and driving the business forward
CORPORATE SUCCESS STORIES
STATE SIDO CHAMPION OF TRADE AWARD SUCCESS STORIES SIDO recognized IBT Online with the “Champion of Trade” Award for its successful Online Global program , working directly with small to medium-sized exporters, helping them grow their sales, brands and businesses globally.
STATE SUCCESS STORIES ENTERPRISE FLORIDA'S ONLINE GLOBAL PROGRAM OPTION A: TWO MARKET EXPANSION = $12K ($6K SUPPORT) OPTION B: MULTI-MARKET WEB PRESENCE = DEPENDS ON SCOPE ($6K SUPPORT) Manny Mencia – SVP Enterprise Florida Florida page: http://ibt.onl/us/clients/state-economic-development-agencies/florida/
STATE SUCCESS STORIES ILLINOIS ONLINE GLOBAL PROGRAM OPTION A: ONE MARKET EXPANSION = $9K ($3K SUPPORT) OPTION B: TWO MARKET EXPANSION = $12K ($3K SUPPORT) OPTION C: MULTI-MARKET WEB PRESENCE = DEPENDS ON SCOPE ($3K SUPPORT) Jim Foley – Director Illinois SBDC Illinois page: http://ibt.onl/us/clients/state-economic-development-agencies/illinois- International Trade Center international-trade-center/
STATE SUCCESS STORIES VIRGINIA LEADERS IN EXPORT TRADE (VALET) VIRGINIA'S ONLINE GLOBAL OPTION A: TWO MARKET EXPANSION = $12K OPTION B: MULTI-MARKET WEB PRESENCE John Elink-Schuurman – VALET Program Manager Virginia page: http://ibt.onl/us/clients/state-economic-development-agencies/virginia/
STATE SUCCESS STORIES MISSOURI'S ONLINE GLOBAL OPTION A: TWO MARKET EXPANSION = $12K ($6K SUPPORT) OPTION B: MULTI-MARKET WEB PRESENCE = DEPENDS ON SCOPE ($6K SUPPORT) Ann Pardalos - Manager, Missouri International Trade Missouri page: http://ibt.onl/us/clients/state-economic-development-agencies/missouri- & Investment Office export-partner/
Go Global IBT Online Online Global Implementation # SBD C G o G lo b a l
The Online Global Process for Success 1. Which Companies & Contacts? 2. Which Countries? 3. Resources 4. The Online Global Program
{ } 1 Which Companies & Contacts?
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