welcome to the nasbite international 2020 virtual ... · 94% of b2b purchases are researched before...

Welcome to the NASBITE International 2020 Virtual Conference Session:

Exporting in the Digital AgeHow to Build Your Brand and Sales by Making the Internet Work for You

Globally: Get Found, Be Understood, and Do Business Internationallythe program will begin shortly!

THANK YOU to Our2020 Partner/Sponsors

Welcome to the NASBITE International 2020 Virtual Conference

Exporting in the Digital Age: How to Build Your Brand and Grow Your Sales by Making the Internet Work for You Globally

Get Found, Be Understood, and Do Business Internationally Presented by Jeff Ardis & Susanna Hardy, IBT Online

Programming Notes:✓ Please keep your Audio on “mute” for best sound quality✓ Recommended: disable your Video Share✓ Use the “Chat” feature in Zoom to submit questions for our presenters✓ This program is being recorded and will be made available to you

Welcome

Nate Ward, CBGP, Board of Governors

2020 Virtual Conference Presents:

Jeff Ardis, Business Development Director, IBT OnlineSusanna Hardy, Chief Content Officer, IBT Online

NASBITE International 2020

Virtual Conference SessionExporting in the Digital Age

How to Build Your Brand and Sales by Making the

Internet Work for You Globally

Get Found, Be Understood, and Do Business

Internationally

HELLO!

Jeff ArdisBusiness Development [email protected]

Susanna HardyChief Content OfficerIBT [email protected]

mailto:[email protected]


Since 2002, helping companies to take advantage of today’s online

opportunities to grow their exports, sales, brand, and

business online and globally

Working with >450 companies, delivering >1,500 Online Global Programs in 20+

languages and 40+ countries

Our team of digital natives from the Americas, across Europe, and Asia

Today’s Agenda

1. Why do Exporters Need Localized Websites?

2. Online Business Development Tools

3. How do Exporters Use Localized Websites?

4. Online Global Programs

5. Take-aways and Q&A

{ }1Why do Exporters Need

Localized Websites?

Global issue = Global impact = Global solutions

Invest in diversifying your customer baseGreater geographic and vertical diversity leads to greater

stability and lower risk

Effective Online Business Development Tools =>

a great resource to achieve this

2: Why do Exporters Need Localized Websites?

Business Priorities Today

1. Looking after employees

2. Managing costs / cashflow

3. Maintaining supply chains and existing partnerships

4. Generating sales, exports, and business


The World is Online


Communicating


The World is Online


Communicating


94% of B2B purchases are researched before contacting a sales rep or distributor

50% of B2B search queries today are made on smartphones, and this percentage will grow to 70% by 2020.

>70% of searches start with a generic search, such as “CRM software,” rather than a search for specific brands.

81% of B2C purchases are researched before buying

Online is for Everyone


Trade Shows Cancelled… Now What?

• Host webinars and online workshops.

• Attend virtual conferences.

• Focus on email campaigns.

• Refresh your website’s home page.

• Use your online presence for international business

• Leverage paid social media.

• Personally share your freebies or premium content to interested contacts.

• Lean into relationships with existing customers.

Reach out to prospects and partners

Your online presence Sales team strategies


Websites Focusing On:

Tell your customers and your prospects how they can do business with you now

Time for ecommerce

Review your SEO and keywords – are these affected by COVID-19?

Any new Calls To Action (CTAs) to be added to your websites?

How to help your distributors, in-market partners

WE ARE OPEN FOR BUSINESS!OPEN OPEN


Be Prepared for the Rebound

Timing? Parts of Asia are emerging

Shape of rebound? Watch China for clues. But also shaped by government responses.

Prepare for the rebound. Don’t disappear from the radar


Be Prepared for the Rebound


The world is onlineYour clients, prospects, future employees, suppliers =>

will search online in their local online environment

Prepare for the Rebound => Effective Online Business Development Tools

Get foundBe understood

Do business

Why do Exporters Need Localized Websites?


{ }2 Online Business

Development Tools

Core Online Business Development Tools

Online Marketing

(Search engine and

social media marketing)

Website

(B2B, B2C, B2G, with or

without ecommerce)

2: Online Business Development Tools

get UNITED

STATES

MAIN

WEBSITE

SEO

SOCIAL

MEDIA

BRAZIL

LOCALIZED

WEBSITE

SEO

SEO

SOCIAL

MEDIA

FRANCE

LOCALIZED

WEBSITE

SOCIAL

MEDIA


Customer-Centric

Source: European Commission. Innovative Business Models for Competitiveness. Social media for internationalisation


Global = 75%USA = 67%Europe = +90%S. Am = +90%India = +90%

Russia = 60%

China = 68%

Image source: Webcertain


Search engines are LOCALIZED

“Why can’t I just use my U.S.

website to go global?”

Google =192 country/region specific

search engines


Localizing – Keywords Optimization

➢ Same search engine (Google)➢ Same language

➢Different keywords➢Different Google ad campaigns

73%

27%

Mexico

Auto Coche

9%

91%

Spain

Auto Coche

Car in Spanish‘Auto’ or ‘Coche’?


Bo

sto

n, U

nit

ed S

tate

s

Lon

do

n, U

nit

ed K

ingd

om


VISUAL

get

➢ Registered domain name

➢ Multilingual navigation

➢ Mobile-enabled

➢ Design adaption

➢ Fully adapted to local language

➢ Cultural aspects taken into consideration

➢ Optimized for search engines

➢ Hosted optimally

➢ Correct content management system

➢ Regulatory requirements

Websites and

Online Marketing

=

Customer-centric

=

Localized


Being Understood=

Being Relevant Building Trust

Getting Found=

Localized Website+ Online Marketing

Digital Compliance – privacy, security

Keywords

Culturally Appropriate - images

Relevancy

Digital Recognition – mobile, domain names, hosting

Translation - faultless

Step 1: Localized Website = Customer-Centric


What is a Buyer Persona?

What can it include? How do you figure it out?

What languages they speakTheir ageWhere they liveHow much they earnHow much they spendWhat they buyWhat they do in their spare timeWhat stage of life they’re at (student, parent, retiree…)

Analyse website and social media analyticsBe clear about the value of your products ands servicesCreate a target market statementTest your social ads on your target marketLather, rinse, repeat – to learn new ways and means over time


Buyer Persona Example: ZipCar

“To urban-dwelling, educated, techno-savvy customers who worry about the environment that future generations will inherit, ZipCar is the car-sharing service that lets you save money and reduce your carbon footprint, making you feel you’ve made a smart, responsible choice that demonstrates your commitment to protecting the environment”

So…✓ Urban✓ Educated✓ Tech-savvy✓ Environmentally-conscious


Your International Buyer Persona➢ Is my IBP different from my

domestic BP? If so, in what ways?

➢ Are there multiple buyer persona in my export markets? For example, should I treat distributors like a buyer persona?

➢ How does my IBP find me? Interact and engage with me?

➢ In what ways are the buyer journeys different?


Mexico VS. United Kingdom


How Do You Prioritize Your Markets?

19,861

Mexico website visits per month

2% conversion rate

Estimated Mexico

orders per month

$500 average SKU price

Monthly Sales

40 $200,000 $2.4 million

Estimated Annualized

Sales


2019 B2C Global Ecommerce: $3.5 Trillion

CANADA$44 Billion

U.S.$561 Billion

BRAZIL$16 Billion

South Korea$69 Billion

UK$93 Billion

GERMANY$77 Billion China

$740 Billion

France$55 Billion

Russia$19 Billion

Japan$87 Billion

Source: Statista


Source: Common Sense Advisory, Statista, 2018, Gartner Research)

94% of B2B purchases are researched online before contacting a sales rep or distributor

74% of B2B buyers purchase +50% online

B2B Ecommerce

B2C Ecommerce

$2.8 Trillion

B2B Ecommerce

$10.6 Trillion


{ }3 How do Exporters Use

Localized Websites?

IBT Online Global Program

Make the internet work for you globally!

Help your international prospects, customers and business partners find you, understand your company, and do business with you by

giving them an online local user experience in their language(s) and market(s).

Whether you sell directly or via distributors, B2B or B2C, a local website that is easy to

engage and do business with, built to match your business strategy, is essential for your

international business success.

How will the Program help you?

✓ Reach new markets ✓ Be found and understood in target markets ✓ Generate leads ✓ Grow your international sales ✓ B2B distributor recruitment and support ✓ B2C consumer influence, opinion,

leadership and engagement ✓ Grow your brand awareness, credibility, and

trust ✓ Own and control your online presence ✓ Measure and manage your online success

3: How do Exporters Use Localized Websites?

“That’s why this website

globalization is so important”

“Typically, something like 75% of our sales involve being face-to-face, on the floor in clients’ manufacturing facilities,”

“So not being allowed to travel or visit customers, it is totally changing the way we have to do business.”

“That’s why this website globalization is so important”


Bulman Products

Online Global in the UK, Germany, China, Spain, UAE, Australia, Singapore

Localized marketing campaigns, generating leads

Identifying distributors

International sales growing at >22% p.a.

Driving the business forward


Avionics Support

Group (ASG)

Online Global in the United States, China, Mexico, Japan, Brazil, UAE,

Russia, and France

Optimizing trade shows and generating leads

The return on investment was rapid: $.5 million airline deal

Exports grew from $2.5 to $5 million


AMSOIL

Online Global in Australia, France, India, Latin America, and the UK -plans to extend to other markets

Localized marketing campaigns through social media and search

engine optimization

Increased sales, brand recognition, new distributors, and business growth in their target markets


{ }4 Online Global Programs

Option A

Benefits:Two best practice, country-specific,

optimally localized business development websites for your top two

international target markets

Budget:$12,000

Grants available.

2 Market Expansion

5: South Carolina Online Global Programs

Option B

Benefits:Best practice, country-specific, optimally

localized business development websites, with your defined scope.

Companies interested in CMS, Website Design, New Content, Ecommerce, and

CRM Integrations

Budget:Dependent upon scope

Grants available.

Multiple Market Expansion


Benefits:The fastest, most cost-effective way to be

found, understood, and easy to do business with using:

Search Engine Marketing (SEM), Social Media Marketing (SMM), Reporting and Analytics

Budget:$1,500 per market, per month, and $900

recommended budget for paid SEM, SMM advertising.

Grants available

Option CInternational Online Marketing


{ }5 Take-aways and Q&A

Exporters need international websites because the world is online

5: Take-aways and Q&A

Prepare for the Rebound → Effective Online Business Development Tools

The World is Online


The Online World = Localized

Localized websites =>

Get foundBe understood

Do business

Grow your exports, sales, brand and business globally

Your clients, prospects, future employees, suppliers =>

will search online in their local online environment

get UNITED

STATES

MAIN

WEBSITE

SEO

SOCIAL

MEDIA

BRAZIL

LOCALIZED

WEBSITE

SEO

SEO

SOCIAL

MEDIA

FRANCE

LOCALIZED

WEBSITE

SOCIAL

MEDIA


Communication = Relationships

Look after

your loved

ones

Look after

your

communities

Look

after yourself


QUESTIONS?

Get in touch ☺

Jeff ArdisBusiness Development [email protected]

Susanna HardyChief Content OfficerIBT [email protected]



Q&APlease use the Chat Tool to Submit Your Questions

THANK YOU to Our2020 Partner/Sponsors

and the

NASBITE International Members & CGBPs

welcome to the nasbite international 2020 virtual ... · 94% of b2b purchases are researched before...

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