Selasa, 2 Agustus 2022
MODULE #14 : DISCOVER THE POSSIBILITIES OF MOBILE
14.1 The evolution of mobile devices
– Mobile devices can offer business numerous opportunities to reach the right customers, in the right place, at the right time
– How to start? A website that works well on mobiles
14.2 Understanding mobile web and mobile apps
– Mobile friendly:
a. A responsive website
b. One design for PC and mobile
c. Fonts and buttons easy to read and click on
d. Navigation should be clear and simple to use
e. Helps search engines find and understand it
f. Performance: how quickly a site loads
g. Usability: visitors experience using your site
– How to check? Google Mobile Friendly Test
14.3 Understanding Mobile Apps
– Mobile apps = a simple website
– Typically provide a specific function that’s not as easily accomplished on a web browser. e.g: camera, GPS, push notifications, points, simplified check out. etc
– How to start? Think about your business goals and what you would like visitors to accomplish on a mobile
– A mobile app can complement your mobile site, helping customers accomplish specific, useful goals, help increase customers loyalty (actively communicate with customers and help them make purchases easily on mobile devices)
MODULE #15 : MAKE MOBILE WORK FOR YOU
15.1 Introduction for advertising on mobile
– Mobile advertising:
a. More phone calls and inquiries
b. Target potential customers based on locations or offer them useful tool like “click to call” ads
– Try to focus on shorter keywords and phrases mobile users might search
Remember: people tend to not type details like on PC
– Use display ads = present strong, concise message with a clear call to action
– Ad extensions = special features that will help people call or get directions to your address
– Advertise on search result, other websites, social networks or within apps
15.2 Search campaign for mobile
– Super fast loading speeds
– Make sure your website looks and works the way it should in any types of mobile
– Your site is really easy to use for people on mobiles
– Pick out which keywords you want your ads to appear on
– Great tools to help : Google Keywords Planner / Bing’s Keyword Research Tool
– Keep your ads laser focused to the specific task customers is looking for. People try to find solution for their bathtub, the ads about other plumbing is irrelevant/ Focus on bathtub services
– Use special features for ad campaigns
Tick a ‘mobile preferred’ option, bid adjustment – save money
15.3 Display campaign for mobile
– Size : try to find the right combination of ad formats to fit the devices your audience are using
– Tool : Google Ad Gallery = see all preview in all shapes and size & Inmobi
– Include mobile apps in your display ad approach
15.4 Social Media campaigns for mobile
– Three key steps to mobile social media advertising:
1) Determine which social media sites you want to use
Choose the places most relevant to your business
2) Take advantage of audience targeting features
Help you get your ads in front of the right people
3) Create ads with mobile in mind
Optimized for viewing on small screens
– Target your ad audience based on their interest, activities, or pages they have liked, etc
– Keep your messages short and simple or choose to make your ads image-based rather than text based
15.5 Video for mobile
– Video ads presents a valuable marketing opportunity for businesses
– Video ads can be more engaging more than traditional ad format
– What video content?
1) Make it relevant that audience will interest on it
Don’t need to have a huge budget, many HQ videos recorded on mobile
2) Make it short
3) Have a clear call to action in your video
– Consider the location of your audience, think about the time of a day they watch mobile videos and what types of videos they watch
– The more targeted ad relevant your videos ads are, the more engaged your customers will be
MODULE #16 : GET STARTED WITH CONTENT MARKETING
16.1 Intro to content marketing
– Standing out from the crowd is essential
– Content marketing:
a. Increase sales and directing traffic
b. Boost awareness of brand
c. Build trust and recognition
– Great content campaigns are based on understanding who you’re waiting for
– The key to success: accomplish three things:
1) Answering audience’s questions
2) Providing something of value
3) Keeping them wanting more / engaged
– How we do that?
1) Take time to know your audience better
2) Experiment to find the best format and types of contents
3) Choose the right places to publish your content
4) Throw away the business speak and stock responses; prioritize natural language to interact with audience
5) Make your content unique, interesting and exciting. Use engaging headlines, eye-catching pictures, and informative language
16.2 Get to know your online customers
– Segmentation helps to identify the groups most interested in your product or service
(Cost effective and persuasive way to connect with potential customers)
– Create content based on potential customers’s segmentation
– To get insight utilize analytics features on any social media to get a glimpse of audience’s demographics and behaviors
16.3 Choosing the right format for your content
– E.g: blogs, infographics, ebooks, videos, press releases, webinars, reviews, and case studies
– Consider the main goal of your content (to entertain / inspire / educate / convince)
– Think one format that you can easily produce, identify the purpose of content, and select the formats best suited to that goal, remember to consider your audience and address them specific needs in a format that’s suitable for them
16.4 Writing for online audiences
– Start with a good hook that clearly explains to the reader what they can expect
– Always keep your audience in mind and focus on what you can offer them
– Incorporate a Call to Action
– Research competitor’s content and find keyword that many people related
– Be consistent in writing’s style and tone of voice
16.5 Help your content be seen
– Use third parties: owned, earned, and paid categories
Owned: websites, social media, etc
Earned: Channel by a third party like community or else
Paid Channels: advertising
– Create a content calendar: detailed timeline that organizes your content marketing activity
– How to start a content calendar?
1) Make it achievable with realistic time frames
2) Highlight key dates (public holiday / events)
3) Consider multiple channels (blog, social media)
4) Remember the audience (clearly define your audience at each stage of the calendar)
5) Explore online tools
– Sum up: think about the channels and content calendar for content marketing’s effectiveness
16.6 Measuring success in content marketing
– Identify your own goals
– Explore specific metrics to improve your content marketing
– Compare the metrics to previous results
MODULE #17 : CONNECT THROUGH EMAIL
17.1 Email marketing basics
– Email marketing is a great addition to your other digital marketing activities because tt builds customer loyalty and engagement without breaking the banks and it works well on mobile.
– Set goals: showcase products and services? bring more visitors to your website? drive business results, like distributing a coupon?
– Building an email list, categorize based on their interest
– Be sure to include useful information and relevant offers (make your content entertaining and useful)
– As you identify your different audiences, you can customize communications, based on their particular interests. By offering useful and engaging content, you can build loyalty over time. A strong customer base will help your business grow.
17.2 Your email marketing options
– Categorized your audiences and create a personalized email based on their interest
– Track the time when customers open your email and send future email at more relevant time
17.3 Crafting great marketing emails
– Be sure to use a name and email address in your “From” field that clearly identifies your business. People are more likely to open an email, from someone they recognize and trust.
– Keep your subject line short and simple—ideally under ten words. Try to capture the most valuable and relevant information contained in the email.
– It’s best to avoid words like “free,” “percent off,” “reminder,” and “specials,” as well as pound (£) symbols and exclamation points. These are all known to trigger spam filters.
– Keep your content concise, and get right to the point.
Your paragraphs should be short—maybe one to three sentences, and keep them focused on a single idea. You can always link to longer articles and additional information, on your website. Make your writing as persuasive and engaging as possible. And use the right tone of voice for your audience. Links in your email should include calls to action. Encourage recipients to click through, to offers on your website.
– Use bold text and design, to highlight important offers and content.
17.4 Managing Successful email campaigns
– Improve your campaigns by testing your emails, creating relevant campaign landing pages, and measuring the success of all your hard work!
– A/B testing is when you create two versions of an email to see which one performs better. You can use this technique to test different email approaches.
– You can use A/B testing to test different subject lines, frequency, content and images. You could try sending emails on Tuesdays and Saturdays. Or, try sending emails weekly and monthly. See what your audience seems to prefer, and then adjust. Keep in mind, that you don’t want to overwhelm people by sending them too many emails.
– Your email campaigns will be more successful if you send visitors directly to the page they want to see, so they can learn about the product, and maybe buy it!
– Be sure to use web analytics to figure out what people are doing on your website, after they click on your emails
17.5 Measuring success in email marketing
– Reviewing email metrics:
1) Open Rate: the ratio of people who’ve actively opened the email vs. the total number of people who received it.
2) Click Through Rate (CTR): the percentage of people that clicked on links to your website from every email that was opened.
3) The Click-to-Open Rate: total number of clicks vs emails that were actually opened.
4) Conversion Rate: how many people you sent the email to, compared to the number of people who actually ended up registering for the event.
5) Bounce Rate: the percentage of emails that could not be delivered to subscribers and were sent back.
a. Soft Bounces: These are rejected due to a full inbox or size limit restriction on your audience’s email server.
b. Hard Bounces: Your emails are blocked or the address you are using is incorrect.
A breakdown of hard bounces per email campaign can show you which email addresses to remove, saving you time and effort for your next campaign.
– Looking at the metrics and the story they tell will help you understand what’s working and what isn’t. The next step is to adjust any future campaigns accordingly, whether that be to refine the subject lines, review the type of content published, or clean up your subscribers list.
MODULE #18 : ADVERTISE ON OTHER WEBSITES
18.1 What is display advertising?
– It is those adverts you see all over the Internet
– Display advertising offers businesses the ability to reach relevant audiences all across the Internet
18.2 Search Advertising vs Display Advertising
– SEM:
1) people are actively looking for something. So people tell search engines what they want online. And advertisers bid for their ads to show up in response to the words and phrases people search for.
2) your ad can only show up when people are searching
3) The ads on search engines are usually just made up of text. There’s typically some kind of a headline, some descriptive text, a link you can click, and maybe a few other things, like an address or phone number, depending on what options the search engine offers.
– Display advertising:
1) finding websites where your potential customers are likely to be spending time, or targeting people who have showed specific interests through the sites they visit or other online behaviours.
2) your ads can show up on any website that’s offering advertising space, and it means that you can tap into millions of additional websites beyond search engines.
3) The ads can be different sizes and formats, images, video, and more.
– To sum up, search and display advertising can both attract new customers, just in different ways. Knowing how they work, where ads can be shown, and what ad formats are available can help you get the right message in front of the right people no matter where they are online.
18.3 The ins and outs of display advertising
– Placements = the kinds of sites your target audience is likely to be visiting, you can get your ads in front of them by targeting the exact placements you want.
– Display advertising can be used to target very specific audiences, and even multiple audiences at the same time, depending on the message you want to send.
– Thinking about who you want to reach and what you want to tell them will not only keep your campaigns organised, it will also help you figure out the message, the tone, and the style your display advertising should take.
MODULE #19 : DEEP DIVE INTO DISPLAY ADVERTISING
19.1 Making display ads meet your goals
– A simple way to break down what you want to achieve with display advertising is to think about the different steps of the customer journey as a funnel. The widest part at the top is awareness.
– The next stage in the funnel is all about shaping people’s opinions of you, and making sure that they remember you in the future when they want what you’re selling.
– Next on the sales “funnel”, is to focus on people who are already considering the solution you’re offering. Here, you might really refine your message, zeroing in on what exactly makes your product or service so great.
– The last step in the sales funnel is the purchase. If your ultimate goal is to get people to become paying customers, you need to focus on conversion. For example, you can use adverts with special offers or incentives targeted at people who you know have shown interest in your podcast, but who haven’t become subscribers.
– Retargeting is especially useful at this point in the funnel. (Retargeting = target people that you know have been researching you online, and get them to consider you and eventually convert.)
19.2 Understanding ad networks
– Display advertising networks are like a middleman, connecting businesses who want to advertise, with websites with ad space to sell.
– Through networks, you can set minimum prices for how much money they expect for showing ads,help you target specific audiences through two main routes: the topics of the web pages where the ads appear, and general information about the people viewing the content, And collect and share data with businesses.
They can tell you how many times your ads are shown, how many times they’re clicked on, how much they cost you, where they’ve been showing up, and how all of this varies between the websites and audiences you’re targeting. Many networks even let you add tracking to your web pages so you can see if your ads are resulting in conversions on your website.
19.3 How retargeting works
– Your first step in re-targeting is to define your target audience. E.g, you could define your target audience as people who started to fill out a subscription form, but didn’t complete it.
– Your retargeting service might need you to add a little code to your web pages, or integrate it in your web analytics tool, so it can start collecting a list of people from your website who match this criteria. These ads can be pretty focused, because you know everyone seeing them has already started to subscribe on your website. So you might include things like special offers for extra content, a free gift for signing up, or some other incentive that’s aimed at getting them to come back and finish subscribing.
– Retargeting tracks what people do on your website and then creates an audience based on their actions, letting advertisers design specific ads for people who have – or haven’t – done specific things.
MODULE #20 : MAKE THE MOST OF VIDEO
20.1 The rise of online video
– How to reach customers through online video?
1) create a video and share it on websites like YouTube or Vimeo
2) embed your video directly on your own website
3) buy ad space in other people’s videos. You could display a text ad at the bottom of the video, or run a short commercial at the start.
20.2 How video fits into your online strategy
– With video advertising, you can select certain types of videos, or even specific videos, where you’d like to advertise. You could pick someone else’s channel on cooking, or a specific video about vegetarian cooking and advertise there.
– Video marketing offers several ways to reach lots of customers, and you don’t even have to make an actual video.
– Make sure you always focus on your business goals to help guide your online video strategy.
20.3 Creating video content within your budget
– First step: plan your content
To outline the content for each video, use storyboards.
– Second step: Production
Low budget production = being creative with your resources.
20.4 Sharing and promoting your videos
– Be sure to use accurate titles, relevant keywords, and detailed descriptions of each video’s content.
– Include calls to action to encourage your audience to take the next step. (share the video, visit your website, subscribe to your email newsletter or write a comment.)
– Keep your content fresh by uploading new videos frequently. Archive or remove outdated videos.
– encourage them to spend more time on your site by showing previews to other videos, and making it easy to find them.
– Group videos based on their purpose
– Sharing video through email marketing and social media is another effective way to engage and grow your audience.
– Keep in mind that some popular email programs don’t support video playback, so you may direct people to your site rather than embed video directly into an email.
– Adding hashtags to your posts can improve your visibility on certain social sites.
20.5 Advertising on video sharing sites
– The first step is to define your target audience and identify the types of content they will be most likely to view.
– Start by looking for video channels featuring content that matches the interests of your readers – YouTube can be a great place to start. These channels have the audience you want to reach, and advertisements on these videos can introduce new people to your food blog.
– Once you have some ideas of your audience’s interests, you can use the Google Ads program to advertise on YouTube.
– Be sure your ad gives viewers a reason to visit your website and that they find something compelling when they visit.
– As with any online advertising, you’ll have to define a budget for your YouTube campaign. Monitor your campaign and optimize based on what you learn.
20.6 Measuring video performance
– Video analytics reveal a lot about the people who watch your videos, like their age, gender and location. When you know your audience, you can create video content they’re interested in watching.
– Knowing where people watch your videos is key to promoting your content. If most of your audience watches your videos on YouTube, focus on uploading more fresh content to that site.
– You can also see what day and time people are most likely to watch your videos.
– In most cases, short videos work best.
– Consider updating your preview images,video titles or descriptions so that people have a better idea of what they’re about to watch.
– Also look at the average length of video viewed. If most people spend only a minute watching your demos, try creating videos that are 60 seconds or less.
– Other common indicators of your videos’ performance are: likes, dislikes, comments and shares. This information from viewers provides insightful feedback.
– Another tip: keep an eye on the reactions your videos receive through comments and social media.
– If people share your video, it’s a strong measure of engagement.
MODULE #21 : GET STARTED WITH ANALYTICS
21.1 What is web analytic?
– It’s all about using the data you can collect from your website to give you insights about your business.
– A “metric” is basically anything you can count. “Unique Visitors” is a good example. “Time Spent On Site” is another. If you sell things on your website, you can track how much money you’re making or how many of a certain product you’re selling. If your goal is to get people to read your website, you can track the number of times someone looked at a blog post or the amount of time they spent on it. All of these things are “metrics.”
– You can use web analytics tools to learn more about your website visitors.
– Web analytics tools can tell you if the “conversion rate”, or the amount of people that visit and then convert on one of your goals, changes based on where they came from, whether they’d been there before, or even the type of device they’re using.
– Dimension is any kind of data you can use to describe something you’re tracking with words. Include things like the device type, what browsers visitors use, their geographic locations, and much, much more.
– Metrics are measurable, numerical data like time spent on site or pages viewed.
– Conversions are data on how many users have completed a desired action on your site, for example buying a product or signing up for a newsletter.
– Dimensions are groups of user data that can be used to generate a report, such as their device type or location.
21.2 Making web analytics work for you
– Analytics helps you track and measure what visitors do on your website, and use that information to help you achieve your business goals.
– Analytics can also measure whether people are converting on the goals you want to track
– Analytics can tell us whether people are coming back and becoming repeat customers.
– A great way to turn analytics into a powerful tool that helps you understand how people use your website and improve accordingly, is to set clear, specific, quantifiable goals at every stage of the customer journey.
Then, use analytics to measure your progress toward those goals, and identify bottlenecks that are getting in the way of achieving them. (E.g: bad website)
– Analytics can help you measure what’s happening and understand the different stages of the online customer journey, highlighting things you’re doing well and showing you where you need to improve. So set your goals, measure your progress, and then use your data to take your business to the next level.
21.3 Tracking specific goals with web analytics
– Find conversions inside web analytics and show you the real value of what’s happening on your website, example you want people to sign up for your email newsletter so that you can send them special offers and keep them up-to-date with improvements you’re making.
– Instead of simply looking at how many visitors you’ve gotten or how long they spend on your site, you can start seeing reports showing the things you actually care about.
E.g; only 2% of your visitors coming from social media sites are signing up for your email newsletter. What to do? How about putting out some social media posts offering a 10% off coupon when people sign up for the email newsletter? Or maybe you find out that your reservation rate jumps from 3% up to 6% on weekends. Your next step? You adjust your advertising campaigns to advertise more heavily over the weekend, when people are more likely to take action.
– When it comes to analytics, it’s important to focus on the information that has the most impact on her business. Rather than number of visits to the site or the amount of time people spend on it or how many pages people look at on average, it’s more important to monitoring specific goals like the percentage of orders that comes from customers on their smartphones, or the number of people who click on the content in her newsletters.
MODULE #22: FIND SUCCESS WITH ANALYTICS
22.1 Web analytics and organic search
– Check out how is your traffic from search engines is trending over time.
– If you’re using Google Analytics as your web analytics tool, you can dig deeper by learning which keywords people are typing into Google before they reached your website
– It’s important to analyzing the amount of traffic, or visitors, that are reaching your website. But keep in mind that even more important than the amount of traffic you’re getting is the quality of the traffic that you’re getting. (Visit site and do the purchased)
22.2 Tools to measure SEM
– With an analytics tool, you can check the keywords you’re using for each of your campaigns, and immediately see which are the most effective.
– Analytics tools can show you how these compare, side by side. You can see which one is more likely to get a click and send someone to your site, and which one is more likely to get the visitor to take that video tour. This will tell you which one you should be using. And you can even use the insights you learn here across other campaigns and other areas of your website! Last, analytics tools can help you understand just how much you should be bidding for ads, to make sure you’re getting a good return on your SEM investments.
– By using Google Analytics, which integrates deeply with Google Ads, you can see the keywords and ads driving people to your website and what they do when they get there, but you can also see quite a bit more. For example, how much you had to pay for each of those clicks, and how high up on the results page your bids put your ads.
22.3 Breaking down your data for insights
– Segmentation helps you break down and understand the data you get from web analytics in smaller chunks to help you get more insights and improve your website’s performance.
– Chop up our visitors by the kind of device they’re using, and we’ll be able to see any differences between things like desktop computers, tablets, and smartphones.
– To improve things, you could work on making your website more mobile-friendly or see if there are issues with how your online booking process is working on smartphones that you can fix.
– The general idea is this: break things down into smaller groups and find insights that can help you figure out how to improve.
MODULE #23 : TURN DATA INTO INSIGHTS
23.1 Using data to understand audiences
– It’s important to have a targeted strategy to get the answers you’re looking for. A good way to do this is to break down your digital data into the two groups: quantitative and qualitative.
– Quantitative data is anything that can be numerically measured, like the number of people visiting a website or the amount of sales a site makes in a month.
– Qualitative data is essentially any descriptive information that you can’t put a number to. This could be people’s opinions about a new product, or the sentiment and language people use on social media when talking about a brand.
– Quantitative data can often be pulled from tools such as Google Analytics or from the analytics features offered by most social media platforms. This can be great for finding out information about demographics, search habits, and the journey a customer has taken across your digital assets.
– Qualitative data is often gathered through connecting directly with people, such as having a review section on your website or asking customers to fill out an online survey.
– Combining different forms of data is a great way to identify what is working and what isn’t, and can give you valuable insights about who interacts with your business.
23.2 Understanding the Data Cycle
– The four main stages of a data cycle are: Plan, Do, Check and Act.
– Plan – identify their goal for this campaign and outline how they plan to promote it.
– Do – when the team designs the ads and launches the campaign.
– Check – optimized for improvements.
– Act – where a business can use their findings to improve future campaigns.
– Utilize online tools to help you gather the data you need and draw out the relevant insights. Tools such as Google Analytics, Adobe Analytics and Webtrends can provide data on website visits, including pages visited, time spent on site, and whether users have completed a target action, like completing a contact form.
23.3 Creating actionable insights from your data
– To uncover your own actionable insights, try following these six steps:
1) Define your goal: Clearly outline what your campaign aims to achieve
2) Collect the data: Gather and organise any statistics or information relevant to your goal
3) Interpret the data: Analyse trends and any deviations from those trends to see how this has affected meeting your goals
4) Develop recommendations: Provide justified suggestions on how to improve business practices based on what you have learned from your data analysis
5) Take action: Put your recommendations into practice and create an action plan to test your assumptions, and
6) Review your outcomes: Evaluate whether your actions have had the desired impact and make note of how you can further optimize to improve results.
23.4 Managing numbers using spreadsheets
– Spend some time considering how you could utilize them in your business scenario. Explore which functions can save you time, and which spreadsheet features can put your data and insights to good use. E.g SUM, COUNT, etc
23.5 Presenting data effectively
– Understand your audience
– Avoid packing in too much information and aim present it in an easy-to-digest way.
– Always choose a visual format that best displays the story you are trying to tell.
– Tables can be used to display smaller data sets, allowing for comparisons to be made quickly.
– Pie charts are useful to display percentages or proportional information in an easy-to-digest way.
– Bar charts, are great for comparing related items in a group, where the length of each bar is proportionate to the value it represents.
– Line graphs are useful for understanding how data changes over time, for example, whether your website traffic has increased over the past month.
– Heat maps are often used to represent performance by area, such as which parts of your website people are clicking on most.
MODULE #24 : BUILD YOUR ONLINE SHOP
24.1 Using e-commerce to sell
– Whether you plan to offer a full-blown virtual version of your physical shop, or you’re just looking to accept payments online, e-commerce can be a really powerful tool for your business.
24.2 Taking payments and managing orders
– As an merchant growing your business online, you’ll need the right tools to accept payments and manage orders. Depending on your needs, a variety of options are available: from simple, third-party payment processing services to a fully developed e-commerce platforms.
MODULE #25 : SELL MORE ONLINE
25.1 Creating a smooth e-commerce experience
– Optimizing e-commerce is an ongoing process that requires a consistent experience across devices, smart site organisation, and smooth checkout using customer accounts.
– Add customer reviews, Create registration for customer accounts, Introduce responsive design, Add a search feature
25.2 Product promotion and merchandising
– The world of e-commerce offers you plenty of great ways to make sure your customers see and interact with relevant products on your site. You can create a virtual display as they enter your site. Or use data to suggest what they might buy next.
25.3 Retargeting for e-commerce
– Your e-commerce website can track shopper behaviour, and respond with dynamic advertising. And that this can be used to bring visitors back to your shop, even after they’ve left to visit other sites. This is called product retargeting.
– A few guidelines for running these kinds of campaigns:
1) First, you don’t always have to offer a discount right away
2) it’s good to know when to STOP showing these ads. It’s certainly possible that the visitor found the same product somewhere else and bought it, or simply changed their mind and isn’t going to buy it at any price.
Most retargeting solutions allow you to set limits and experiment with just how many times you’ll show the same ad to the same person, and for how long.
– As with any advertising campaign, it’s important to measure and optimise the performance of your product retargeting campaigns over time. This means tracking conversion rates, testing new types of ads, tweaking your parameters, and using analytics to manage these campaigns.
– Product retargeting can be a great way to re-engage visitors that might have otherwise not returned.
MODULE #26 : EXPAND INTERNATIONALLY
26.1 Introduction to international marketing and export
(1) Learn about the target market in each area you’re considering, and find out how best to reach them.
– Look at search traffic, competition and pricing. This will give you a clear view of your potential markets, so you can decide where your products will be well-received.
– You can use search trend reports, geographic data in your web analytics, and marketing insight tools to help determine which markets would be the best place to start expanding your business.
(2) Overcome language barriers.
– You might need to translate and localize your website’s content.
– Automated translation services are rarely 100% accurate, so it’s probably a good idea to have a native speaker who can help you confirm the content has the right tone.
(3) Packaging considerations for fragile components, VAT, and any legal or regulatory issues.
(4) Review your e-commerce and payment solutions.
26.2 Validating your new market
– It’s really important to decide which countries make sense for you.
– By using the Google Market Finder, you can make more informed decisions about where to invest in expanding your business because this free tool allows you to quickly analyze search traffic on keywords that are important to your business.
– Once you’ve found some countries that do a lot of searching for your products, use tools like Google’s Keyword Planner or Bing’s Keyword Research Tool to find out how much competition there is for search ads. This will help you know whether you’re entering a market with few competitors, or whether you’ll be entering an already crowded space.
– Another handy tool is your web analytics. Whether you’re using Google Analytics or any of the other common analytics tools, you can check whether people in other markets are already showing interest in your business
– Make sure you’re not wandering into any legal or regulatory issues by doing some background research first.
26.3 Being understood abroad
– To help your website appeal to customers in different countries, you need to think about two things: translation and localisation.
– Localisation is the process that makes locals feel like you “speak their language”.
– Once your site is translated and localized, it’s worth the effort to have a native speaker review the work.
26.4 Advertise across borders
– Advertising on search results is a great way to get in front of people who are already looking for products like yours.
If you’re already doing this in your home country, great! Just translate and adapt your keywords and ads. Then, make sure that your ads point people to a landing page that’s written in the local language.
– To find the keyword use Google’s Keyword Planner or Bing’s Keyword Research Tool.
– Display advertising and social media are two great ways to raise awareness.
You could start by advertising on the websites your audience is visiting online.
If you need a little help, check out tools like the Google Display Planner. They can provide detailed info about where your audience is spending time online
– By using a combination of advertising options, you’ll set yourself up to win customers in your new market.
– Email marketing is a great way to keep in touch with interested customers over the long term.
Just keep in mind that each market may have different email marketing laws.
– Try retargeting. This lets you advertise to people who have visited your website, based on the things they did there. So, you can show ads to people who are interested in your business, and encourage them to come back to your site.
26.5 The support systems you will need
1) Check how your website performs in the countries where you want to sell products.
Some regions may have slower Internet connection speeds—make sure your web pages can load and your site works well in places where you want to sell.
2) Look at your supply chain and make sure you’re able to deliver your products to all the far corners where you want to sell them.
3) Review all taxes and laws affecting businesses in these markets.
4) Local government agencies can sometimes provide this information and may offer consulting services to help you figure out what you need to know about the market you plan to export to.
5) Provide customer support via email and contact forms on your website or telephone line
26.6 Helping customers abroad buy your products
– Step One: Language and Localisation
Translate your site
– Step Two: Payments.
Different countries have different preferred payment methods, so you’ll need to investigate each to include them in your target markets.
Also, look into using an e-commerce system that adapts for different currencies and taxes, helping your customer pay without having to think about exchange rates or additional tax.
– Step Three: Review.
Take some time to go over your entire site from the point of view of an international visitor. Look at the site objectively and run through the process a visitor from your target market would take to make a purchase or engage with you.
make sure you come back on a regular basis to check everything’s working as it should.
26.7 Delivering to customers across the globe
– Be sure to explore all your options. Reliable shipping partners can truly drive your success when orders are shipped accurately and received in a timely manner.
– Even when a customer has successfully received his order, your job isn’t finished. This post-sales period can be a crucial time for your business as you try to cultivate this one-time customer into a loyal, repeat buyer.
– It’s really important to provide clear, up front instructions to your customers about the policies and processes involved in refunds or exchanges.(after sales)
– Before offering product delivery to international customers, think about your inventory and supply chain, cross-border shipping, and customer support—no matter what their location.
Sekian hasil rangkuman belajar digital marketing otodidak-ku bersama Google Digital Garage. Review dari aku, menurutku sih ini masih gambaran kasarnya digital marketing banget yaa. I mean baru konsep-konsep yang diajarkan. Kalo mau praktik butuh pelajaran yang lebih komprehensif lagi. But overall seru sih dunia digital marketing itu. Kalo ada watu dan kesempatan, aku sih pingin buat nyebur lebih dalam lagi.. Buat temen-temen yang pas ketemu tulisan ini semoga bisa berguna in any positive ways ya 🙂
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