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Web site strategy for international market reachMariano Marketing exists because there is significant opportunity to reach global markets through the Web. But the emphasis is not you reaching markets, it's global markets reaching you.An English language Web site will get you international traffic (our analysis shows English is often used for search terms even from foreign language search sites), but English alone doesn't make you look like you are an international company or very sincere about doing international business. You also lose foreign language visitors who may not have the language skills to be able or willing to use your English "Contact" page. Foreign language Web pages are needed to penetrate international markets. You don't need every page translated, but you need at least 3 or 4 good pages that include key product, company and contact information. Our analysis shows foreign language Web site visitors who first find your English site often jump to their foreign language site and then make contact. Conversely, visitors who first find your foreign language site often jump to your English site. Foreign language Web pages need to be optimized and submitted just like English language pages, but depending on the market, there are other issues and opportunities involved. Many international search sites favor sites from their home country in the results or offer the option of searching only within their country or language. With a foreign language site, you may get found sooner than your competitor who does not have a foreign language site. Our research shows there are few North American companies aggressively pursuing international search opportunities. Mariano Marketing not only gets you found before your domestic competitors, you also compete head to head with your international competitors on their own turf. Paid advertising is highly effective in international markets, too. Google AdWords has incredible international reach because they are displayed on their network of foreign language sites and sometimes in the results of their foreign language partners (Google has extensive international partnerships for regular listings). International opportunities through Overture and Espotting are also highly effective but require separate accounts/budgets for each market. Mariano Marketing has experience working with paid ads and listings in foreign language markets and has gained great insights into the subtle search differences of each. Back to Consultant Services. To learn more about Mariano Marketing, click here. |
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