How to Connect with International Markets — CM World

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How to Connect with International Markets

Brice Baybricejbay

CEO, EnVeritas Group

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Fear vs. Opportunity

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PlanCreate & Localize

MeasureRepeat

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A Global Marketplace (Why) Should I reach out to international markets?

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Goals

Organic traffic?Conversion?E-commerce?Indirect sales?Reputation?Recruitment? Publicity?

What do I most want to achieve?

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Goals

Organic traffic?Conversion?E-commerce?Indirect sales?Reputation?Recruitment? Publicity?

Organic traffic?Conversion?E-commerce?Indirect sales?Reputation?Recruitment? Publicity?

You can’t do it all.

What do I most want to achieve?

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Languages

What languages should I target?

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Channels

WebsitesBlogsMicro-blogsSocial networking sites AppsSMS

VideosImagesInfographicsPresentationsUser review sites Online advertising

Which digital platforms should I use? 

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MachinesDo I have the technical resources in place to achieve my goals?

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Machines

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Select

Be selective about the content you localize for other markets.

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Localize• Transcreation – home page, ads, important

marketing and social media communications

• Localization – bread-and-butter copy

• Computer-assisted translation – lists, manuals, T&Cs

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RepurposeRe-use good content in new, interesting ways to increase its spread and your return on investment 

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Original ContentContent about local events in the local language will draw local searchers.

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QualityKeep standards up

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IterateMeasure, improve, iterate

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TargetsSet and track KPIs for your stated aims. Organic trafficConversionsDownload countsClick-throughs to specific pages

Followers & fans on social media accounts Mentions in blogsInbound links from reputable, relevant sitesSearch rankings for relevant keywords

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Cost-Benefit AnalysisAdd up costs. Add up savings. Estimate conversions and leads. Do the math.

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Qualitative Benefits

SurveysFeedbackSocial media

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How to Connect with International Markets

PlanCreate & LocalizeMeasureRepeat

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Brice Baybricejbay

CEO, EnVeritas Group