Use your website to sell your products and services globally

Use your website to sell your
products and services globally
Chelmsford Showcase for Business
20 November 2013
Levent Yildizgoren –
Managing Director - TTC wetranslate Ltd

Chelmsford Showcase for Business 2013 | © Levent Yıldızgören www.ttcwetranslate.com

About me
• Twitter @yildizgoren
• Linkedin
linkedin.com/in/leventyildizgoren
• TTC website
www.ttcwetranslate.com


Published in Nov 2012

How to grow
your business
globally

Free download


Published in October 2011

The Nine Translation
Slip-ups to Avoid

Free download


Content
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Why sell globally
Do you have an international opportunity?
Selecting your target market
Researching the target market
Determining your global online strategy
Making your website visible internationally
Localising and translating your content
Building trust and reputation
Essential mistakes to avoid


Why sell globally
Reduce
dependency on
your home
market

Fuels
innovation

Increased
efficiency

Increased
chance of
success

Creates
growth


Do you have an international
opportunity?


If the opportunity is not there yet
• Maybe consider language option (ie Arabic for all
Arabic speaking countries)
• And secure top level domains for future
• Create alerts in Google analytics to notice any
increase


Select your target market
Take into account the following factors:
• The number of internet users in the country
• The growth rate in the country
• Their openness to new products
• State of their digital economy
• How adaptable is your product/service to local
standards


Good Resources
• State of digital economies
The Economist 2010: http://ow.ly/eZImj
• Ease of doing business 2014
World Bank report - www.doingbusiness.org


What differentiates online
shoppers around the world?

Source: https://www.thinglink.com/scene/438778581166850050


Returns matter in Europe
• Europeans have the second highest returns of online
purchasers (57%)
• Shoppers in Europe expect to see delivery options
and total costs early in the purchase process.
Source: http://pressroom.ups.com


Different story worldwide
• Canadian Consumers are willing to wait an average of
10 days to receive their online purchases – longer
than any other country examined
• Australian shoppers have the second lowest online
shopping satisfaction rate
Source: http://pressroom.ups.com/


Research the target market
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Demand for your product or service in the country
Local competition
How do they view your home market
Are there any Internet censorships
Do they use online payment methods


Determine your online strategy


• Alibaba.com employs 20,000 people and has offices
in 70 locations worldwide. Ideal for Chinese market
too.
• Amazon & Ebay provides a lot help and tools for
selling internationally and receiving payment
• Ebay also owns Paypal and Magento
• All of the above offer a escrow service


4

Make your website visible
internationally
Research your
International SEO strategy

1
Implement
your on page strategy

4
Measure your
results

2
3
Develop your
link building


Localise by language or country?
• Decide if you are targeting a country or language?


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Sub domains
Top level country specific domain
Sub directories
Or language only
But be consistent – do not mix the two


Localise and translate your content
• 70% of online search enquiries are in other
languages
[source: Oban Multilingual]

• 85% of customers prefer to buy in their own
language
• Customers are 4 times more likely to buy from a
website in their native language
[source: IDC]


Localise content to overcome
language barriers
• Everyday one billion questions are asked In Google
from 181 countries and 146 languages
[source: http://www.google.com/competition/howgooglesearchworks.html

• Don’t just translate your content, get it adapted for
the target country
• Ideal solution – content created for the target
country

Use social media channels
• Create a Facebook page for your target country
• Tweet in the target language
• Setup a Google+ page in local language


Essential mistakes to avoid for
international visibility
• Using wrong keywords
• ‘Flats to let’ is translated as ‘flats allow’ in Turkish


Essential mistakes continued…
• Lacking cultural sensitivity
• Not knowing local market trends
• Ignoring other search engines - Yandex & Baidu


Essential mistakes cont…
• Not implementing multilingual markups
(by your IT support)
• Not updating Google Webmaster tools
(by your IT support)
• Not gaining link authority in local markets
(with help from your IT support)


Website in 18 different versions…


Middle East version


Norwegian version

Spot the difference?


Essentials for selling globally
• Brand name check your product or company name to
make sure it does not have any negative connotations in
other languages
• Your website optimised for the target country
• Your content translated and adapted for target country
• Register with top level country specific domains
• Use Social Media for brand influence
• And making good contacts on the ground.

TTC Service Offer for today
• Health check on your website
• Report on:
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International SEO
Content
Domain management
Social media channels


and finally…

Keep calm
&
capture
new markets

Use your website to sell your products and services globally

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