© businessforbusiness 2008 1 of 17 internet marketing 25 th september 2008 3:15pm getting your...

1 of 17 © businessforbusiness 2008

INTERNET MARKETING

25th September 2008 3:15pm

Getting your website to work for youand sell more translation services


Nigel T Packer• Author of NEW BOOK

– INTERNET MARKETING How to Get a Website that Works for Your Business

• Business for Business

– Internet Marketing Consultancy

– Seminars & Workshops


Today’s Seminar• Current state of internet

• Who is your website for?

• Increase sales by removing barriers

• Searching – not just search engines

1 2


Current state online• UK Online sales - first half of 2008

£26.5 billion

• 17% of all UK retail sales

• Prediction – 50% in 5 years (Capgemini/IMRG)

• B2B – 90% buyers research/decide online

1 2


Customers• Who is the website for?

• Information seeking behaviour

• CUSTOMER (NOT business) focused

• Identify, anticipate and ANSWER Questions

• In a language the CUSTOMER can understand and engage with

1 2 3


Customer Language• Not just about translation (English, French)

• What does the CUSTOMER call it?

• Use of English (or other languages)

– Readability

– Technical/Jargon

– Even within industry can create barriers

• Informs Keyword choices


Language usage• 6809 languages in common use (Linguistic

society of America)

• Is general language use matched by online usage?


Number of speakers (Millions)Linguistic society of America

Internet usage (Millions)Internet World Stats

1st Mandarin 1,120 English 430.82nd English 510 Mandarin 276.23rd Hindi 490 Spanish 1244th Spanish 425 Japanese 945th Arabic 255 French 686th Russian 254 German 617th Portuguese 218 Arabic 598th Bengali 215 Portuguese 589th Malay 175 Korean 3410th French 130 Italian 34


Translation for the Web• Translation – language, regional cultural

differences by using native speakers

• Online other problems arise…

• Keywords fundamental to searching - often ignored

• Searching behaviour

– Search engines and users (CUSTOMERS)


Eye Tracking ‘HEATMAP’

• RED: Areas where users looked the most

• YELLOW: areas indicate fewer gaze fixations

• BLUE: least viewed

• GREY: no viewing at all

In left-to-right language

Heatmap shows ‘F’ shaped reading pattern


Keyword positioning• Positioning in sentences and paragraphs

is crucial to searching

• Language construction and syntax affects keyword positioning

• For Optimal results, translation must accommodate

• Reflect this in YOUR website for success.


Your website• Searching primary method of finding

YOUR business website

• Optimise the site for search engines

• Users also have searching behaviour

• Can they use it easily? (BACK button)

• Does it engender sales or lead generation?


B2B Sales timeline (services)

• On-sell

• First Order

• Evaluate/decision

• Proposal/terms/scope

• Rapport/trust/credibility

• Price/Negotiate

• Offering/requirements

• Introductionwebsite

website

website

website

website


Your website’s job• Your website is your:

– Referrer

– Receptionist

– Sales Representative

– Technical and Customer support

– 24 hours a day, 365 days a year

• It is crucial not to underestimate its role in your business


World’s Window• The internet gives YOU the opportunity to

look at anything in the world …

• Your website gives THE WORLD the opportunity to look at YOUR business …

• What message is YOUR website giving about YOUR business?


What Next• Take ACTION!

• Feedback/Evaluation form

• Workshops, Diagnostics, Promotion

• INTERNET MARKETING BOOK (for sale here)

• contact me: [email protected] OR Google “Nigel T Packer”


New Book• A straightforward

approach, in non-technical language.

• Full of insights and real-world observations,

• Practical techniques and actionable strategies,

• This book focuses on business – YOUR business.

• Get your signed copy £7.99

© businessforbusiness 2008 1 of 17 internet marketing 25 th september 2008 3:15pm getting your...

Documents