How to localise your global brand
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Olga shared reasons and ways to localise a brand on various markets in her presentation at BrightonSEO 2016.
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How to localise your global brand
- 1. Practical guide to localising your brand @Olgandrienko #BrightonSEO
- 2. Hello Brighton! Who I am? Head of Social Media at SEMrush Contributor SEJ, Foundr, SproutSocial, Distilled and other industry blogs. Strengths: community building, influence marketing, copywriting And that’s now all I do at SEMrush… Olga
- 3. Marketing activities in 21 countries
- 7. English-speaking world If you’re marketing to an English-speaking country, you’re already global
- 11. 20% of your markets bring you 80% of revenue Tip Check reports in Google Analytics: ✓ Real-time -> Locations ✓ Acquisition report (advanced -> secondary dimension -> users -> country) ✓ Audience report: geo-location ✓ Compare countries you get traffic from the countries that convert and stay on your site (check Conversion and Goals)
- 13. “Norwegians don't sign up for 30- day free access, because we have money to buy it if we want to. From my personal experience 3 months will let them actually have time to test things out, and GURU access is the right level, considering they have tens of thousands of products and millions of pages. This way they can test it properly.”
- 15. Pay attention to popular social channels in your markets
- 16. Local social media accounts (SEMrush)
- 17. Statista.com Weekly social media site access in selected countries (October 2015) Share of internet users who access social media via mobile (Oct 2014)
- 18. Check the popular social networks in BuzzSumo
- 20. Source: Common Sense Advisory
- 23. Think global, act local: Tip ✓ Take geo-location into account. Australia, Brazil and others have Christmas in summer ✓ Working schedule is different, check national events and religious holidays ✓ Hebrew and Arabic are written from right to left ✓ Color emotions differ Culture, tradition Taboos, superstitions Holidays Religion Language, tone of voice Currencies, payment systems
- 27. 3 REASONS TO GO LOCAL Cultures, traditions, tastes and preferences differ everywhere People are more likely to respond in their native language Better budget optimisation due to better focus and right communication channels #1 #2 #3
- 36. Local FAQ Answer in a video Transcribe Publish on a website Publish short videos on social Localise with video content
- 41. Local profile vs. targeted posts Local page gives you stronger local presence International page with targeted posts saves time
- 42. Comment from the brand on other pages
- 43. Audiense.com
- 44. Comment from the brand on other pages Followerwonk by Moz
- 47. Klear.com
- 49. If you are localising your brand, you already have a global audience. While you are trying to go local, many local experts would like to go global. That is a perfect win-win situation.
- 50. 1. Your thoughts + slides, their tips 2. Top quotes from the expert, your slides, their comments 3. Masterclass: 10-15 min presentation by expert, huge Q&A session afterwards
- 52. Email Template: Connect with the conference
- 54. Do your homework Bring enough business cards No stereotypical swag Bring the offline to online Add all people who are tweeting to a list with IFTTT Attend the afterparty Repeat the name of whoever you've been introduced to in the next sentence Add your thoughts to the speeches Write a blog post afterwards
- 58. 3 REASONS TO GO LOCAL Cultures, traditions, tastes and preferences differ everywhere People are more likely to respond in their native language Better budget optimisation due to better focus and right communication channels #1 #2 #3