practical guide to international inbound marketing

Gianluca Fiorelli’sPractical Guide To International

Inbound Marketing

Are you ready to conquer new markets?

Then understand that we do not live in a English world

6,450,000,000

Business first

Globalization = People move

Globalization = Goods move

He obviously needs anInternational Strategy

But he needs anInternational Strategy too

Before thinking about marketing…

TECH

CONTENT

LOCALIZATION

LOGISTICS

PRICING

LAW

The Inbound channels

SEARCH

CONTENT

SOCIAL

ANALYTICS Inbound

The Inbound channels

Analytics

Use data to inform your decision

This first

Analyse your competitors - Search (Similarweb)

Analyse your competitors - Social (RivalIQ)

Analyse your competitors -Referrals (Similarweb)

Multi-country or Multilingual?

Is Local a strategic asset for your business?

Yes No

Does exist justifiable traffic/revenue from foreign countries?

Yes No

MultilingualMulticountry

The Inbound channels

SEARCH

Optimize your main site 1st before creating international versions

Dilemma - Multilingual

Ideal for businesses with small resources

Ideal for businesses with very very big

website/dbase (avoid complexity)

Dilemma - Multi-Country

Better for geo-targeting.Needs longer times

before success.

Only with Gtlds (can geo-target).

Folders are synergic.

Only with Gtlds (can geo-target).

Only in case of great complexities.

Do not be silly…

Don’t use same URL via scripts

Do not use parameters

Localize the URL!

Redirect via IP? User Browser? Alert?

Hreflang: what Google says

Hreflang: tools

Mistake #1: Wrong ISO Code

Mistake #2: Inconsistent Hreflang

Mistake #3: Cross Canonical

Mistake #4: Cross Canonical

Mistake #5: No Reciprocal Present

Hreflang: tools

Hreflang: tools

HTML Lang & Content Language

W3C

Geotarget in GSC & BWT

Localize your Structured Data

Use Proxies, Hide My Ass or I Search From

The Inbound channels

Content

The Inbound channels

ANALYTICS CONTENT

Content is where 80% of sites fail

Content for International Marketing: Localization, not Translation

Localize your template

Mercadolivre pt-BR & pt-PT

1

1

2

2

3

3

4

4

5

5

Not only “words”, but “interests” too

Content is about Culture

HOFSTEDE’S DIMENSIONS1 POWER DISTANCE2 INDIVIDUALISM VS COLLECTIVISM3 MASCULINITY vs FEMININITY4 UNCERTAINTY vs AVOIDANCE5 LONG- vs SHORT-TERM ORIENTATION6 INDULGENCE vs RESTRAINT

Wildberries.ruEssential

Menu Simple Images

Offer First

Russians refuse Uncertainty

Ellos.se

Swedish do not care

BUZZSUMO PRO“TRENDING NOW”

Discover what content people like

Discover what content people like

Discover what content people like

TRENDSMAP PROTOPICS SEARCH

On Site Content

SEO

CONTENT

ANALYTICS

Relevance and Intention

Suggest

Keyword Research - Process

Competitors Native

Volume, Trends, SeasonalityActual Rankings & Content

Goals & KPIsPrioritizing

More here: http://itseo.org/iomozcon

Analyse competitiveness

Say NO to automatic translations

Invest in local/native support

Amplification

SEO

CONTENTSOCIAL

Geo-Targeted Link Earning

Competitors & KW Visibility -SEMrush

Remember? Competitor Analysis (Similarweb)

Analyse their link profiles

Verify if their popularity is real

CognitiveSEO

Discover what content is shared

Highest impact content

Buzzsumo Pro

Discover Local Influencers

Klear

Discover Local Influencers

Impactana

Invest in local/native support, again

Community Building

SOCIAL

Globalization? No! GLOCALIZATION

Monitor and confront

FacebookRelation between Industry/Fans

FacebookFans Evolution per Country

FacebookMedium Posts per Country

Post Formats per Country

Post “Nature” per Country

Italy > Glycaemic Society

UK: Fun Committed Gamblers

France: Visual & Verbose

Germany: Squared Punkies

Spain?

A Society In Distress

Remember: Glocalization

TwitterTop Brands Followers Evolution

TwitterMedium Tweets x Country

The German case

The Spanish case

1 2

3

The Spanish case

Do not forget Whatsapp

Now you are ready to conquer new markets

Go raibh maith agaibh

LinksInternational SEO ROI Calculator: http://itseo.org/intlseoroiSimilarweb: http://www.similarweb.com/RivalIQ: https://www.rivaliq.com/International SEO Checklist: https://moz.com/blog/the-international-seo-checklistGoogle Hreflang Page: https://support.google.com/webmasters/answer/189077?hl=enFlang: http://flang.dejanseo.com.au/Hreflang Generator: http://www.internationalseomap.com/hreflang-tags-generator/Hreflang Sitemap XML tool: http://www.themediaflow.com/tool_hreflang.phpAuditing Hreflang Annotations: http://searchengineland.com/auditing-hreflang-annotations-common-issues-avoid-219483Deepcrawl: https://www.deepcrawl.com/OnPage.org: https://en.onpage.org/Screaming Frog SEO Spider: http://www.screamingfrog.co.uk/seo-spider/HideMyAss: https://www.hidemyass.comI Search From: http://isearchfrom.com/Culturability. Is your website alienating half your audience?: http://itseo.org/nanahaiBuzzsumo: http://buzzsumo.com/Topsy: http://topsy.com/Trendsmap: http://trendsmap.com/Gianluca Fiorelli’s very practical guide to keyword and topical research: http://itseo.org/iomozconMoz Keyword Difficulty Tool: https://moz.com/productsSemrush: http://www.semrush.com/Majestic: https://majestic.com/Open Site Explorer: https://moz.com/researchtools/ose/CognitiveSEO: http://cognitiveseo.com/Social Crawlytis: https://socialcrawlytics.com/Klear: http://www.klear.comImpactana: http://www.impactana.com/Socialbakers Regional Reports: http://www.socialbakers.com/resources/reports/regional/We Are Social – Digital, Social & Mobile in 2015: http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015