Annual Conference Sales, brands, and business grow globally with - - PowerPoint PPT Presentation

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Annual Conference Sales, brands, and business grow globally with - - PowerPoint PPT Presentation

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Annual Conference Sales, brands, and business grow globally with website localization and international online marketing Go Global IBT Online W ebs ite Loc aliz ation and Inter national Online Mar k eting Go Good od af afterno ernoon!

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Annual Conference

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Sales, brands, and business grow globally with website localization and international online marketing

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IBT Online

W ebs ite Loc aliz ation and Inter national Online Mar k eting

Go Global

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The IBT Online story from Paris onwards…

John Worthington CEO jw@ibt.onl #SBDCGoGlobal

Go Good

  • d af

afterno ernoon!

  • n!
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Over 400 U.S. companies served Over 1,000 localized websites delivered 14 US State Programs SIDO’s 2016 “Champion of Trade” Award BABC’s 2015 Best Innovative Company Award

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Today’s Agenda 1. The BIG Online Picture 2. Website Localization 3. International Online Marketing 4. Success Stories 5. The Online Global Process for Success

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1

The BIG Online Picture

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>70% of the world’s purchasing power is

  • utside of the USA.

>85% of the world’s economic growth is

  • utside of the USA.

“ ”

Source: US Commercial Services Great resource for international information
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SLIDE 10 Digital world → Great news for SMEs Big disruption => Big opportunity SME exporters: Winners will be well-connected and digitally literate

Digitally Literate SMEs

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SLIDE 11 Cross-border bandwidth X 45 since 2005 2015-2020 projected X 9 * Digital flows now exert a larger impact on GDP growth than the trade in goods * * Source: McKinsey Global Institute (MGI) report, Digital globalization: The new era of global flows, 2015

Digital Growth

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IB IBT Onl nlin ine e Co Cook

  • kie

ie Test st

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Hussel Confiserie

https://www.hussel.de/k/tee-gebaeck/gebaeck/schokoladengebaeck/?orderby=date
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Bonne Maman

https://www.bonnemaman.ch/fr/catalogue-la-biscuiterie-les-biscuits-cookies-chocolat-et-noisettes-225-g-c3-t6-p62.php
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1688

https://detail.1688.com/offer/521713886637.html?spm=a262cb.8953942.j4hzk732.58.nue7JY
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  • Chocolate Biscuit Test
  • Mrs. Fields
https://www.mrsfields.com/categories/chocolate-chip-collection/#p:16
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  • Chocolate Biscuit Test

Fortnum & Mason

https://www.fortnumandmason.com/t/categories/food-hall/fortnums-classics/biscuits/chocolate-biscuits
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Which website would you buy from?

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SLIDE 19 >75% of multilingual consumers prefer to buy products in their native language. >55% say they will
  • nly buy online when
the website is in their native language. >95% of multilingual consumers who speak major languages, such as English, Chinese, Japanese, Spanish, French, German etc. will only buy online when the website is in their language. (Source: Common Sense Advisory)
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Top 10 Languages

  • n the

Internet

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Web ebsite te Lo Local aliza ization tion

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VISUAL

get

Market-specific & Client-focused

➢ Registered domain name ➢ Multilingual navigation ➢ Mobile-enabled ➢ Design adaption ➢ Fully adapted to local language ➢ Cultural aspects taken into consideration ➢ Optimized for search engines ➢ Hosted locally ➢ Correct content management system ➢ Regulatory requirements

Website Localization

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Localization is for SME’s exporting through distributors and agents too…

  • 1. Centralize your distributor
support online (pricing harmonization and you avoid duplication)
  • 2. Generate demand with local
search engine optimization by boosting local visibility and thereby attracting new distributors and potential end clients
  • 3. You let the best distributors find
you online
  • 4. Build and manage your brand
  • nline
  • 5. Link your website to your
distributor, so you are not competing directly against distributor Through localization of your website:
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3

In Inte ternat rnational ional On Onli line ne Marketing keting

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International Online Marketing

4 ASPECTS:

  • 1. Search engine optimization

(SEO)

  • 2. Social media marketing
  • 3. Content management,

editing, and support

  • 4. Reports and analytics
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SLIDE 26 www.ibt.onl

Digital World

Social catches up with Search
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Search engines are localized

Different markets >< Different results Same ranking algorithm, => different results Google in the USA ǂ Google in the UK Search engine optimization is country specific

What are Search Engines?

192 country/region specific search engines >90% in Europe, Brazil, Mexico, Singapore, Turkey, UAE 67% in the USA 58% in Russia 55% in China 77% in South Korea
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SLIDE 28 Search engine optimization (SEO)

Optimize for your visitors

Unique, descriptive, high quality content, compliance, keywords Country and language specific Unique, high quality content Descriptive in-depth content New and fresh content The right keywords Technical compliance Local hosting A range of techniques that help your website rank higher in organic (also called natural) search results What matters to search engines? Take-away
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SLIDE 29 www.ibt.onl

Social Media – Route to Export Growth

Source: European Commission. Innovative Business Models for Competitiveness. Social media for internationalisation
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SLIDE 30 www.ibt.onl 2.8 billion people use social media networks across the world in 2017 Social network ad revenue > $33 billion in 2016, growing > 30% per annum

Social media platforms allow companies to engage with potential clients all over the world

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SLIDE 31 www.ibt.onl

Global Social Media Giants and Local Heroes

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SLIDE 32 www.ibt.onl

Global Social Media Networks

WeChat

A comprehensive app ecosystem that encompasses everything from payment services to online games 938 million monthly active user accounts

Available in 20 languages

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SLIDE 33 www.ibt.onl

Facebook

97% of the Interbrand Top 100 Global brands have dedicated Facebook accounts Facebook owns WhatsApp, Instagram and Facebook Messenger combined audiences = 4.37 billion +1.94 billion monthly active users, + 18 percent + 1.28 billion people daily active users, + 18% increase 5 new profiles are created every second Available in 101 languages
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BENEFITS

✓Generate more leads ✓Site will be relevant to target market ✓Distributors can find you ✓Increase reach

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4

Success cess Sto tories ries

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Apple: Online Global Success with 132 sites

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Uber and Airbnb

Airbnb:
  • Launched in 2008
  • “Worldwide Accommodations Leader”, in
more than 65,000 cities and 191 countries. And with world-class customer service and a growing community of users
  • Having served >150 million guests,
the Airbnb is a reference on its own
  • Global social media success across more
platforms than I can list as well as its own impressive blogs. Uber:
  • Founded in 2009, now in 575 cities
worldwide.
  • “helping cities to thrive” and promote “safe
rides for everyone”
  • 80+ international websites
  • Social media platforms: Facebook, LinkedIn,
Instagram, Twitter as well as their own newsroom
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SUCCESS STORIES CORPORATE

Online Global in China, Mexico, Japan, and Brazil Optimizing trade shows and generating leads The return on investment was rapid: $.5 million airline deal Exports grew from $2.5 to $5 million
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SUCCESS STORIES CORPORATE

Online Global in the UK, Germany, China, Spain, UAE, Australia, Turkey, Singapore, and Korea Localized marketing campaigns, optimizing trade shows and identified distributors International sales growing at twice the rate and driving the business forward
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SUCCESS STORIES CORPORATE

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STATE SUCCESS STORIES

SIDO CHAMPION OF TRADE AWARD

SIDO recognized IBT Online with the “Champion of Trade” Award for its successful Online Global program, working directly with small to medium-sized exporters, helping them grow their sales, brands and businesses globally.
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STATE SUCCESS STORIES

Florida page: http://ibt.onl/us/clients/state-economic-development-agencies/florida/ ​ENTERPRISE FLORIDA'S ONLINE GLOBAL PROGRAM OPTION A: TWO MARKET EXPANSION = $12K ($6K SUPPORT) OPTION B: MULTI-MARKET WEB PRESENCE = DEPENDS ON SCOPE ($6K SUPPORT) Manny Mencia – SVP Enterprise Florida
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STATE SUCCESS STORIES

ILLINOIS ONLINE GLOBAL PROGRAM OPTION A: ONE MARKET EXPANSION = $9K ($3K SUPPORT) OPTION B: TWO MARKET EXPANSION = $12K ($3K SUPPORT) OPTION C: MULTI-MARKET WEB PRESENCE = DEPENDS ON SCOPE ($3K SUPPORT) Jim Foley – Director Illinois SBDC International Trade Center Illinois page: http://ibt.onl/us/clients/state-economic-development-agencies/illinois- international-trade-center/
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STATE SUCCESS STORIES

VIRGINIA LEADERS IN EXPORT TRADE (VALET) VIRGINIA'S ONLINE GLOBAL OPTION A: TWO MARKET EXPANSION = $12K OPTION B: MULTI-MARKET WEB PRESENCE Virginia page: http://ibt.onl/us/clients/state-economic-development-agencies/virginia/ John Elink-Schuurman– VALET Program Manager
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STATE SUCCESS STORIES

​MISSOURI'S ONLINE GLOBAL OPTION A: TWO MARKET EXPANSION = $12K ($6K SUPPORT) OPTION B: MULTI-MARKET WEB PRESENCE = DEPENDS ON SCOPE ($6K SUPPORT) Ann Pardalos - Manager, Missouri International Trade & Investment Office Missouri page: http://ibt.onl/us/clients/state-economic-development-agencies/missouri- export-partner/
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IBT Online

Online Global Implementation # SBD C G o G lo b a l

Go Global

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The Online Global Process for Success 1. Which Companies & Contacts? 2. Which Countries? 3. Resources 4. The Online Global Program

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1

Which Companies & Contacts?

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Companies should localize if they:

✓ Are a small/mid cap company with annual total sales >$10M and <$500M. ✓ Have an annual marketing and sales budget of >$1M. ✓ Are export orientated, with an international mind-set. ✓ Are already exporting, with export sales >$1M. ✓ B2C and B2B (both direct to end consumer/clients and via agents/distributors/VAR’s). ✓ Already online, with an English language (.com) web site, focused upon US home market, but no or little international web presence.
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Anyone who is in senior management tasked with growing the top line of the company, with a priority for those with an internationally/outside the US focus.

Ideal contacts

  • CEO, C-Suite.
  • VP, director, or senior manager of:
  • Marketing
  • Sales
  • Revenue
  • Brand
  • Business Development
  • International
  • Global
  • Country
  • Region
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Which Countries?

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Now to decide where to go…

Generally companies take one of three approaches:

  • 1. Success in online presence in major markets
  • 2. Build on current success in international markets
  • 3. Either fix the markets where they struggle, or enter

completely new markets

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Resou sources rces

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Expert resources available free of charge

Please use our resource library filled with over 200 webinars, white pages, eBooks, export guides as tools to educate companies about various topics
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SLIDE 55 Webinars, eBooks, guides, and whitepapers: http://ibt.onl/us/resources/
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Webinars: The Online Global Webinar Series

➢ 3 years of success ➢ 60 webinars ➢ With states ➢ With ExporTech ➢ Many other expert partners ➢ With SBDCs? Let us know!
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SLIDE 57 INTERNATIONAL BUSINESS AND TECHNOLOGY BLOG: Distributors E-Commerce EU Insider Export Markets FDI Mobile Online Global Case Studies SEO & Social Media Trade Shows And Much More! Link: http://info.ibt.onl/international-business-and-technology-blog
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The Online Global Program

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The Online Global Program

Helps your customers, prospects and business partners understand who you are and what you offer by improving their user experience in their native language. 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 to your international expansion success. Get visible with website localization and increase your local credibility and trust.
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Option A

Delivers: A defined program of two country- specific websites that are fully localized for your top two international target markets

2 Market Expansion

✓ Kick off call & planning ✓ Domain names ✓ Template design layout ✓ Each website = 12 web pages ✓ Localized and translated content ✓ Links to US website and/or ecommerce platform ✓ Initial search engine
  • ptimization (SEO)
✓ Reporting (set-up and access to Google Analytics) ✓ CMS access and training, hosting for 12 months 3 months Budget: The total cost of the Online Global Option A: Two Market Expansion Program is $12,000
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Multi-Market Web Presence

✓ Customized proposal, definition of objectives, target markets and scope ✓ Strategic planning ✓ Website specification and wireframe ✓ Content localization, translation ✓ Design ✓ Content management system ✓ Hosting ✓ Website build, content load ✓ Testing ✓ Domains and URLs ✓ Site launch, training and access ✓ Search engine optimization ✓ Social media marketing ✓ Content management, editing, support ✓ Reports and analytics

Option B

=>4 months Delivers: A customized program of multi-market country-specific websites and marketing that are fully localized for your top international target markets Budget: The total cost of the Online Global Option B: Multi-Market Web Presence depends
  • n the number of countries and scope of work
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Questions?

Thank you, and please complete the survey

Let’s help small businesses grow their exports, sales, brands, and business online globally

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Please complete the Workshop Survey!

Step-by-step Instructions:
  • Open Conference App
  • Click Agenda/Schedule
  • Click on the Workshop you are currently in
  • Scroll to the Surveys
  • Click on the Workshop Survey
  • Complete Survey – Add Comments, if needed
  • Once Completed – Submit Survey
  • Your name will automatically be entered into a
daily drawing for a free conference registration! If needed, you can access a Certificate for this Session by visiting http://www.americassbdc.org/conf. You will not need a code for the session, but you will need to know the session name and length of the session.