Global Marketing Operations » Page 4

Seven Key Tips to Make Your International Event a Success

Let’s face it – we live in a multicultural world and organizations are taking their global marketing services and events to countries near and far with the hope of conducting business internationally.  This leaves us with the challenge of handling logistics in foreign countries and having to interpret languages we don’t know.  Let us dive into the world of exhibiting and sponsoring at conferences worldwide, and the challenges associated with international event marketing.

As an event marketer, it’s easy to fall short on the nitty gritty details involved with your exhibit space at an international conference.  Even if you think you have it all down pat, I assure you there are some aspects of exhibiting internationally that can pose a challenge even to the most experienced event manager.

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Two Ways to Improve Global SEO

The changing worldwide landscape of the Web makes global SEO even more important for domestic companies expanding operations abroad. For some marketers, both global marketing and SEO management may seem like unknown quantities, so here are some tips to make the transition overseas go smoothly. Continue reading »

Vine’s Growing Influence on Multilingual Video Creation

Marketing is becoming increasingly visual as YouTube, Pinterest and Vine continue to gain popularity. These platforms factor into an overstimulated society that isn’t satisfied by one stimulus and is developing the habit of second screening. Companies specializing in global marketing services are aware of this and are steering into the skid by developing engaging video content that is short, rich and direct. The natural extension of this type of video creation is Vine. Continue reading »

Nike’s Success With Global Web Operations

Nike’s origins as a startup in Beaverton, Oregon can still be found somewhere inside the global athletic apparel behemoth. Since its founding in 1964, the company has built itself into one of the shining examples of global marketing services. Nike’s ability to adapt to the times is the reason it remains a global powerhouse when countless apparel companies have fallen by the wayside. Continue reading »

3 Mistakes to Avoid When Bringing Your Search Strategy Global

You’re rolling your brand out internationally. Fantastic! Because your domestic Web site and search strategy has been so successful at home, it’s going to be a hit worldwide, right? Not necessarily.

When expanding a company or Web presence globally, many organizations make minor global search marketing mistakes that cost them major traffic. Dodge this bullet by partnering with both your existing SEO agency and partnering with a trusted translation and localization firm to ensure your strategy and content connects with multilingual audiences. Come to the table prepared and understand how other brands have failed to connect with in-market customers. Continue reading »

Global Email Operations Best Practices

There are many moving parts that make up a digital marketing strategy and a common concern amongst marketers is whether these combine for an end result synergy. Email marketing, SEO improvements and content marketing are all integral parts of global campaign management, but because they are not linear it is sometimes difficult to pinpoint where improvements or regressions are coming from. Continue reading »

Expand your Website Content to Multilingual Markets

English only accounts for 26.8 percent of Internet traffic. With the increasing amount of Chinese, Arabic and Spanish speakers online, it’s becoming more important to utilize website translation to accommodate these markets.

Adapting content for new markets isn’t as simple as using a translator to spit out a word-for-word adaptation of your current website. Careful localization and strategic planning after in-market research make for multilingual success.

 

Create an Online Content Strategy

Content is what’s going to pull customers in and keep them there. It should be informative and valuable to consumers while representing a clear image of your brand.

Your website content strategy is your chance to show customers what you’re all about. Stand out by providing insightful information on relevant topics and services. Define your core values and brand in a way that can be understood by multiple cultures after going through website localization.

Facebook, for example, aims to connect people through mutual friends and personal experiences, no matter where they are in the world. This universal understanding has established global success.

Research International Markets

There’s no point in marketing to a region that has no use for your product. Facebook shouldn’t use resources to market to China, for example, as the social network is restricted there.

Before entering a new market, do your research. What are their buying habits when it comes to your industry? Do cultural differences play a role? Is their geographical location feasible? What language to do they speak? All of these are things to consider when evaluating opportunities in other markets.

Don’t Go it Alone

Website translation tools help businesses adapt for multilingual markets, but make sure you’re using the right one.

Google Translate offers free translations in over 60 languages and you can use it on your own, but it leaves room for lots of errors. These word-for-word translations can confuse multilingual readers as not every language translates the same. Localization is important to make sure translations are accurate and appropriate.

Using professional website translation software and seeking advice from native speakers can greatly improve the quality of multilingual content and make sure readers are getting the right information.

Adapt for New Markets

Once you’ve established your website for multilingual markets, optimize it.

Take advantage of national holidays such as the Chinese New Year or Boxing Day in the UK and Canada. In market translators are good resources, but native marketers can help immensely with country specific content and promotions.

Global SEO is another marketing strategy to think about when developing multilingual content. Translated and localized content will improve SEO results on international search engines.

Keywords may need to be localized or changed altogether. Domain names, i.e ja.wikipedia.org, should be adjusted for specific countries to improve search results as well.

Make your Best Effort

If you don’t have the budget to translate enough of your site for new markets to comprehend your message, it might be a good idea to hold off. Half-hearted translations may make international consumers feel overlooked.

To keep this audience engaged until you’re ready for a full site translation, best practices include market specific newsletters or social pages.

 

For more information about a fast, easy to use tool for website translation, download our free eBook, Translation Proxy: A New Option for Managing Multilingual Websites.

Top Video Site Hulu Faces Defining Strategic Decision

Hulu, one of the major players in online video streaming, is at a crossroads and may soon be up for sale because its current owners can’t agree on the website’s strategic direction. The conflict between co-owners News Corp and Disney, which each own a one-thirds stake, is a common one amongst video websites and how the company proceeds will be an intriguing case study for global marketing operations. Continue reading »