the building blocks of spanish digital marketing
DESCRIPTION
This #Mozinar covers all of the basics for international companies considering entry to Spanish-speaking markets. Topics covered include: SEO, SMM, Spanish Content Marketing, Proper Hreflang application, Translation Strategy, and much more!TRANSCRIPT
The Building Blocks of Spanish Digital Marketing
By Zeph Snapp
Join us on Twitter at #MozinarQuestions or problems? Email [email protected]
Hola! Me Llamo Zeph Snapp
@ZephSnapp
Para livetweetsen españolsigue:
@AlturaInt
The Building Blocks of Spanish Digital Marketing
ABC
Let’s Talk About: Spanish-Speaking
Markets
Identifying The Opportunity
Prepping Your Website
Social Media
Research For Content Marketing
Building Awesome Stuff
Digital PR: Prospecting
Digital PR: Outreach
Mercados Hispanos
ABC
Spanish-Speaking Markets
All Grown Up
Spanish > English Worldwide
http://infogr.am/Most-Spoken-Languages-in-the-World
Latin American GDP
http://www.gatewayhouse.in/latin-america-3-projected-gdp-growth-in-2013/
Internet Penetration Rate
http://www.nearshoreamericas.com/wp-content/uploads/2013/08/infographic.jpg
How are they getting online?
http://www.tnooz.com/wp-content/uploads/2013/08/LatAm-vs-USA1.png
US Hispanics
The Key Demographic
Hispanic Population
http://www.census.gov/population/hispanic/data/2011.html
Spanish Spoken At Home
http://www.pewresearch.org/fact-tank/2013/08/13/spanish-is-the-most-spoken-non-english-language-in-u-s-homes-even-among-non-hispanics/
US Hispanic Market = Growth
http://blog.thesanjosegroup.com/?p=2738
Hispanic In The Marketplace
http://blogs.hrblock.com/2012/01/24/the-rise-of-the-latino-consumer/
Univision is the #1 in Ratings
Identifica La Oportunidad
ABC
Identify The Opportunity
On Your Website
Browser Preference
Traffic from ES speaking Countries
Traffic to Es version of the site
Current Backlinks
Are we talking about you?
Social MediaSearch / Interactions
RSS
Fresh Web Explorer
Google Alerts
Market Forces & Company Priorities
Competitors?
Looking To Expand?
Logistics
LocationsPhone supportEmail supportShipping optionsPricing
differences
Preparando tu sitio:Estructura de dominio
ABC
Preparing The Site Structure
CC TLD
Subdomain
Subfolder
Advantages/Disadvantages
http://moz.com/blog/the-international-seo-checklist
Preparando Tu Sitio Estrategia de Traduccion
ABC
Preparing Your Website: Translation Strategy
One Translation, Multiple Countries
Great For:SMB’sSaaSStartups
Content for Every Market
Great For: Multinational
Corporations eCommerce sites Companies with
Physical Locations
Do NOT Machine Translate
De-Index MT, or Watch Out!
• Picture of Roger Mozbot?
Markups y Datos Estructurados
ABC
Hreflang: For Countries, AND
Languagesrel="alternate" hreflang="x"
Hreflang: Full Translation
Hreflang: Partial Translation
Hreflang: Similar Content, Different Target
Language, Then Country
<link rel=”alternate” hreflang=”es-US” href=”http://alturainteractive.com/es/” />
Use Correct ValuesLanguage:ISO 6391-1
Country:ISO 3166-1
Continents are NOT Supported
No «EU», «LA»
Use: For Language
HTML Link Element<link rel="alternate" hreflang="es" href="http://es.example.com/" />
HTTP HeaderIf you have non-HTML content on your web pages, a good example is a PDF file, you can use rel=”canonical” HTTP headers to indicate the canonical URL for HTML documents.
Link: <http://es.example.com/>; rel="alternate"; hreflang="es"
Use: For Country (Spanish Language, American Users)
HTML Link Element<link rel=”alternate” hreflang=”es-US”
href=”http://alturainteractive.com/es/” />
HTTP HeaderLink: <http://alturainteractive.com/> ; rel=”alternate”
hreflang=”es-US”
Hreflang Resources http://
moz.com/blog/using-the-correct-hreflang-tag-a-new-generator-tool by @aleyda
http://searchenginewatch.com/article/2232347/A-Simple-Guide-to-Using-relalternate-hreflangx by @Nick_Eubanks
https://support.google.com/webmasters/answer/189077?hl=en
Geo-Specific Schema Markups
SitemapInstead of using markup, you can submit a language specific version via a sitemap.
<?xml version="1.0" encoding="UTF-8"?><urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:xhtml="http://www.w3.org/1999/xhtml"> <url> <loc>http://www.example.com/english/</loc> <xhtml:link rel="alternate" hreflang="de" href="http://www.example.com/deutsch/" /> <xhtml:link rel="alternate" hreflang="de-ch" href="http://www.example.com/schweiz-deutsch/" />
Seamos Sociales
ABC
Let’s Be Social
Spanish Speakers Love SM
http://www.puntogeek.com/2013/02/11/estadisticas-del-uso-de-internet-en-latinoamerica/
We Over-Index!
http://www.tnooz.com/wp-content/uploads/2013/08/LatAm-vs-USA1.png
Basic Tips Across Platforms
Person or BusinessBy Language or by Country?
Account Structure
• Find Similar Companies• Look At Their Followers• Poach Them Using Ads and Special
Offers
• Use Followerwonk and Follow.me to find accounts
• Find and use Hashtags in your vertical
• Make lists, reach out to those you listed, get shares
Marketing de ContenidoPara Quien Lo Hago?
ABC
Spanish Content Marketing:Who To Target
(Not Provided)?No es Problema
Build Personas
Leverage Internal Data
• How expensive is your product?• Age group• Sex• Special--characteristics– Job– Hobbies– Interests
Google Instant: Search Intent
• What should they be looking for when they find you?
Try Terms in Different Ways
• What should they be looking for when they find you?
Followerwonk Process
Find Publishers in the Vertical
Who Uses Their Hashtag?
What Do They Share
Process:What Do They Do?
Facebook Process: Start Big
Add Pieces
Get Content Ideas
Give Me All The DATAZ!
http://alturainteractive.com/data-for-content-marketing-in-spanish/
Construyendo el Contenido
ABC
Building The Content
Data Viz Works: If It’s Great
http://chriswhong.com/projects/phillybiketheft/
Data Viz
http://chriswhong.com/projects/phillybiketheft/
Blog Posts Are Still OK…
But Some Tips:
Formal vs. Informal
Usted vs. Tu Informal is Better
Capitalize Only the First Word of Title
Example: Formas de crear
contenido
What NOT To Do:
Contextual Links Rule
Co-Citation + Branded Links = More Safety
Video
• Youtube : 2nd biggest Social Media Platform, in Latin America
• Youtube Ads: Huge Opportunity!
SkyScraper Content Method
H/T @Backlinko
Sometimes, “Ugh” Ranks
1
2
3
If It Does, Create Something WAY Better
Find Successful English Content
Divide Links By Language
• Screenshot de backlinks hacia moz be….
Check Backlinks For Spanish
Translate, Localize and Improve on It
http://seo.pe/guia-seo-para-principiantes/
Reach Out to Sites Linking to Original
Content• Screen shot de un correo de outreach
Relaciones Publicas Digitales: Prospecting
ABC
DIGITAL PR: Prospecting
Prospecting Tools
Advanced Search Operators
Qualification
RelevanceRecencyEngagement
Shares Comments
Domain Metrics DA PR
Relaciones Publicas Digitales
ABC
DIGITAL PR: Outreach
The Best You Can HopeFor is 15%
Spanish Internet Is Smaller
Write In Spanish
Keep It Short
Address the Webmaster How They Address
Readers
Don’t Be As Direct
Azul -img
Prioritize Outreach Method
Contact Form FacebookEmail
Video Outreach
Google +Youtube Private VideosVsnap
Know Your Time Zones
Know Your Holidays
Remember, It’s a Small World…
ACTIONABLE TIPS
SPANISH SPEAKING MARKETS ARE NEXT.
YOU’VE BEEN WARNED
MAKE SURE THE NEED FOR YOUR PRODUCT EXISTS
GET THE RESOURCES, IT WON’T BE CHEAP
DECIDE ON A DOMAIN STRATEGY: ccTLD,
SUBDOMAIN OR SUBFOLDER
DECIDE ON A TRANSLATION STRATEGY: LO BARATO
PUEDE SALIR CARO
DON’T. MACHINE. TRANSLATE.
(please?)
IMPLEMENT HREFLANG CORRECTLY
SOCIAL MEDIA RULES. BE THERE
BUILD PERSONAS BASED ON DATA
BASE PERSONAS ON REAL PEOPLE
NO SILVER BULLET, CREATE DIFFERENT TYPES OF CONTENT
LEVERAGE MULTILINGUAL TOOLS
PERSONALIZE OUTREACH
USE CONTACT FORMS AND FACEBOOK FOR BEST
RESULTS
HIGHLIGHT THE BENEFIT
BE HELPFUL
BE TRANSPARENT
¡BUENA SUERTE!
¡Y GRACIAS!
@zephsnapp
@AlturaInt
Zeph Snapp on G+
Email: [email protected]: Zeph SnappWebsite: www.AlturaInteractive.com
Find this recorded #Mozinar and slide deck at http://moz.com/webinars very soon!