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Getting Tactical with LATAM Digital Marketing

In my #searchfest presentation in 2015 I went deep into tactics that will help companies be successful when marketing to Spanish speakers

Getting Tactical with LATAM Digital Marketing

  1. 1. #searchfest @zephsnapp
  2. 2. #searchfest @zephsnapp HOW MOST PEOPLE FEELABOUT INTERNATIONAL
  3. 3. #searchfest @zephsnapp HOW I FEEL ABOUT INTERNATIONAL
  4. 4. CHOOSE A LANGUAGE #searchfest @zephsnapp
  5. 5. YOU’RE ALREADYIN THE US MARKET #searchfest @zephsnapp
  6. 6. 12.89% 5 YEARS AND OVER SPEAK SPANISH AT HOME #searchfest @zephsnapp
  7. 7. 6.15% OF WORLD SPEAKS SPANISH 2ND MOST SPOKEN IN THE WORLD @zephsnapp
  8. 8. 176.3 MMINTERNET USERS INLATAM #searchfest @zephsnapp
  9. 9. LATAM INTERNET USERS HAVE GROWN 17% INTHE LAS YEAR #searchfest @zephsnapp
  10. 10. LATAM USERS SPEND 21.7 HRS PER MONTH ONLINE #searchfest @zephsnapp
  11. 11. LATINAMERICA SERPS http://alturainteractive.com/cctlds-latin-american-search-engine-results-case-study/
  12. 12. US-ES SERPS http://alturainteractive.com/case-study-hispanics-serps-usa/
  13. 13. LET’S GET STARTED! #searchfest @zephsnapp
  14. 14. CHECK USERS BROWSERS IN GA #searchfest @zephsnapp
  15. 15. CHECK COUNTRYIN GA #searchfest @zephsnapp
  16. 16. KEYWORD RESEARCH #searchfest @zephsnapp
  17. 17. START WITH ORIGINAL ENGLISH KEYWORD RESEARCH #searchfest @zephsnapp
  18. 18. ID THE EXISTING ENTITIES ON YOUR SITE #searchfest @zephsnapp
  19. 19. ID KEYWORDS #searchfest @zephsnapp
  20. 20. KEYWORDS INGWT #searchfest @zephsnapp
  21. 21. TRANSLATE KEYWORDS EXAMPLE Buy a house = Comprar una casa #searchfest @zephsnapp
  22. 22. ÜBERSUGGEST
  23. 23. CONFIGUREGOOGLE FOROTHER LANGUAGES #searchfest
  24. 24. #searchfest
  25. 25. GOOGLE TRENDS #searchfest @zephsnapp
  26. 26. GOOGLE TRENDS BY REGION #searchfest @zephsnapp
  27. 27. GOOGLE TRENDS FOR CITIES
  28. 28. YOU CANFIND ADDITIONALKEYWORDS #searchfest @zephsnapp
  29. 29. FINDOFFICIALSYNONYMS Comprar (Buy) Casa (House) #searchfest @zephsnapp
  30. 30. FINDSLANG SYNONYMS #searchfest @zephsnapp
  31. 31. VERIFY CORRECT CONTEXTUAL USAGE #searchfest @zephsnapp
  32. 32. #searchfest @zephsnapp
  33. 33. LINK KEYWORDS TO ACTION Comprar Casa Adquirir Domicilio Obtener Hogar Conseguir Vivienda Mercar Morada Comerciar Residencia Piso Habitación Cantón Caleta #searchfest @zephsnapp
  34. 34. • Adquirir domicilio • Adquirir hogar • Adquirir vivienda • Adquirir morada • Adquirir residencia • Adquirir piso • Adquirir habitación • Adquirir Cantón • Adquirir Caleta • Obtener domicilio • Obtener hogar • Obtener vivienda • Obtener morada • Obtener residencia • Obtener piso • Obtener habitación • Obtener Cantón • Obtener Caleta CREATE KEYWORD LIST #searchfest @zephsnapp
  35. 35. PUTTHEM IN THE ADWORDSTOOL
  36. 36. GET AVERAGE SEARCH VOLUME
  37. 37. #searchfest @zephsnapp SITE STRUCTURE
  38. 38. DOMAIN #searchfest @zephsnapp
  39. 39. ccTLDs PRO: Ideal if you have a physical locationand/or uniqueofferings in eachcountry CON: Start over from DAperspective #searchfest @zephsnapp
  40. 40. YOU DON’TNEED CCTLD’S TO RANK
  41. 41. SUBDOMAIN PRO: Great to promote aspecific product or service. Also can provide securitybenefits CON: Less DApassthrough #searchfest @zephsnapp
  42. 42. SUBFOLDER PRO: FullDA passthrough CON: Might have to take additional securityprecautions if you shareinformation. #searchfest @zephsnapp
  43. 43. HREFLANG IS FORCONTRIES, RARELY FOR LANGUAGE #searchfest @zephsnapp
  44. 44. HREFLANG BY LANGUAGE: <http://es.example.com/>;rel="alternate";hreflang="en"/> #searchfest @zephsnapp
  45. 45. HREFLANG BY REGION/COUNTRY: <linkrel="alternate"href=http://example.com/en-ca hreflang="en-ca"/> #searchfest @zephsnapp
  46. 46. HREFLANG INTHE HEADER In the HTML <head>section add: <linkrel="alternate"hreflang="es"href="http://es.example.com/"/> #searchfest @zephsnapp
  47. 47. HREFLANG INTHE HTTP HEADER If you publishnon-HTMLfiles (like PDFs): Link:<http://es.example.com/>;rel="alternate";hreflang="es"/> #searchfest @zephsnapp
  48. 48. HREFLANG INTHE SITEMAP Insidethe sitemap.xml <url> <loc>http://http://alturainteractive.com/</loc> <xhtml:linkrel="alternate"hreflang="es“ href="http://alturainteractive.com/es/"/> </url>
  49. 49. HREFLANG FORWORDPRESS XML Sitemap & Google News feeds https://wordpress.org/plugins/xml-sitemap-feed/ #searchfest @zephsnapp
  50. 50. TREAD CAREFULLY, DON'T GET THE COUNTRY CODE WRONG #searchfest @zephsnapp
  51. 51. TRANSLATING YOUR SITE #searchfest @zephsnapp
  52. 52. STYLE GUIDES
  53. 53. HOW ARE YOU GOING TO ADDRESS LATAM USERS? #searchfest @zephsnapp
  54. 54. USTED & TÚ BYAGE #searchfest @zephsnapp
  55. 55. USTED & TÚBY COUNTRY
  56. 56. HOW AREYOU GOING TO TRANSLATE? Machine translation Machine learning Crowdsourcing Freelancers Marketing Agency #searchfest @zephsnapp
  57. 57. MACHINE TRANSLATION #searchfest @zephsnapp
  58. 58. MACHINE LEARNING TRANSLATIONS Cheap PROS #searchfest @zephsnapp
  59. 59. MACHINE LEARNING TRANSLATIONS #searchfest Quality De-Indexation CONS
  60. 60. CROWDSOURCING Ubuntu did it. Is your Community big enough?
  61. 61. FREELANCERS Cheap-ish: Flexibility andcostare advantages PROS
  62. 62. FREELANCERS It’sa crapshoot. One translatormightdo adecent job, butmightnot get the tone of your productcopy. CONS
  63. 63. MARKETING AGENCY Marketers know how to sell Translators don’t #searchfest @zephsnapp
  64. 64. LOBARATOSALECARO
  65. 65. WHATARE YOUGOING TOTRANSLATE? URL’s Content APP Social Media PPC #searchfest @zephsnapp
  66. 66. URL’S #searchfest @zephsnapp
  67. 67. NOT TRANSLATED
  68. 68. TRANSLATED
  69. 69. CONTENT #searchfest @zephsnapp
  70. 70. ESTABLISH PRIORITIES #searchfest @zephsnapp
  71. 71. RESEARCH YOUR PERSONAS IN OTHER COUNTRIES #searchfest @zephsnapp
  72. 72. MONTHLY VIDEO VIEWERS #searchfest @zephsnapp
  73. 73. #searchfest @zephsnapp MONTHLY YOUTUBE STATS (LATAM)
  74. 74. GO TO YOUR ANALYTICS & SELECT YOUR PAGES
  75. 75. PRODUCT PAGES #searchfest @zephsnapp
  76. 76. CART #searchfest @zephsnapp
  77. 77. BLOG CONTENT #searchfest @zephsnapp
  78. 78. MOST SUCCESSFUL PIECES #searchfest @zephsnapp
  79. 79. EMAIL MARKETING #searchfest @zephsnapp
  80. 80. VIDEO INVENTORY: SUBTITLING FTW! #searchfest @zephsnapp
  81. 81. #searchfest @zephsnapp
  82. 82. SOCIAL MEDIA #searchfest @zephsnapp
  83. 83. EL 95% OF INTERNETUSERS ARE ON SOCIAL MEDIA #searchfest @zephsnapp
  84. 84. FACEBOOK IS NUMBER 1 …IT AIN’T CLOSE #searchfest @zephsnapp
  85. 85. CONTENT #searchfest @zephsnapp
  86. 86. PPC #searchfest @zephsnapp
  87. 87. TRANSLATE EXISTING CAMPAIGNS #searchfest @zephsnapp
  88. 88. SOCIAL MEDIA IS IMPORTANT IN LATAM PAID SOCIAL SHOULD BE ON YOUR LIST! #searchfest @zephsnapp
  89. 89. FACEBOOK Share big content pieces, blog posts with great images on the timeline #searchfest @zephsnapp
  90. 90. FACEBOOK Ads on the right… can actually produce results #searchfest @zephsnapp
  91. 91. TWITTER Videos are most successful for paid posts #searchfest @zephsnapp
  92. 92. DIGITAL PR #searchfest @zephsnapp
  93. 93. PROSPECTING
  94. 94. QUALIFICATION
  95. 95. RE-ADJUST YOUR EXPECTATIONS
  96. 96. LINKS BY LANGUAGE NOT BY COUNTRY
  97. 97. REACH OUT
  98. 98. PERSONALIZE
  99. 99. CONTACT FINDER
  100. 100. CONTACT FORMS
  101. 101. PAIDSOCIALFOR OUTREACH
  102. 102. zeph@alturainteractive.com @zephsnapp
  103. 103. CREDITS 1. https://www.flickr.com/photos/mintakastar/5780062832 2. https://www.flickr.com/photos/dalager/456909035 3. https://www.flickr.com/photos/stickkim/6951309581 4. https://www.flickr.com/photos/wwarby/11513424364 5. http://es.wikipedia.org/wiki/Distribuci%C3%B3n_geogr%C3%A1fic a_del_idioma_espa%C3%B1ol 6. http://www.comscore.com/Insights/Presentations-and- Whitepapers/2014/2014-LATAM-Digital-Future-in-Focus 7. https://www.flickr.com/photos/orphanjones/2181251349 8. https://www.flickr.com/photos/124481497@N05/15807932302 9. https://www.flickr.com/photos/ashengrove/2158786050 10. https://www.flickr.com/photos/petitshoo/513329272
  104. 104. CREDITS 1. https://www.flickr.com/photos/elcamino73/6928550098 2. https://www.flickr.com/photos/bortescristian/833426359 5/ 3. https://www.flickr.com/photos/theloushe/4293692019 4. https://www.flickr.com/photos/rastafabi/490403800 5. https://www.flickr.com/photos/realeyez/506773807 6. https://www.flickr.com/photos/snugglepup/3544879722 7. https://www.flickr.com/photos/unloveable/2399932549 8. https://www.flickr.com/photos/bohman/11913623593/in /photostream/ 9. https://www.flickr.com/photos/st3f4n/4252110454 10. https://www.flickr.com/photos/theloushe/4293692019
  105. 105. CREDITS 1. https://www.flickr.com/photos/benstephenson/27298596 2. https://www.flickr.com/photos/ntr23/4857916442 3. https://www.flickr.com/photos/11263807@N04/7681499 402 4. https://www.flickr.com/photos/jesidangerously/51337819 42 5. https://www.flickr.com/photos/wbeem/5763532510 6. https://www.flickr.com/photos/mujitra/8839551224 7. https://www.flickr.com/photos/rolfek/7986880631/ 8. https://www.flickr.com/photos/myklroventine/358445996 0

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