How to Go Global

1
How to go global using your website and provide
positive experience for your visitors
International Trade Expo, Liverpool10 11
June 2014
Levent Yildizgoren Managing Director - TTC
wetranslate Ltd
2
About me

• Twitter _at_yildizgoren
• Linkedin linkedin.com/in/leventyildizgoren
• TTC websitewww.ttcwetranslate.com

3
Published in Nov 2012
How to grow your business globally
Free download
4
Published in October 2011
The Nine Translation Slip-ups to Avoid
Free download
5
Why sell globally
Increased efficiency
Fuels innovation
6
7 Myths you need to overcome for going global
7
1 - It is for large companies
8
2 - You need to be an established
9
3 - It will cost a fortune
10
4 - It needs to be in large scale
11
5 - It is far too complicated
12
6 Everybody speaks English
13
7 - UK companies cant compete abroad
14
Success story Titon
15
Titons Export Director says

• I have sold and still sell injection molded
  products manufactured in the UK to China!
• UK PLC is very much alive and is well respected
  around the world

16
Why websites are relevant for selling globally

• Readily available
• On-line payment facilities
• E-commerce development
• International delivery network
• About 2.5 billion people have internet access

17
Do you have an international opportunity?
18
Selecting your target market

• Take into account the following factors
• The number of internet users in the country
• The growth rate in the country
• Their openness to new products
• State of their digital economy
• How adaptable is your product/service to local
  standards

19
(No Transcript)
20
Good Resources

• State of digital economiesThe Economist 2010
  http//ow.ly/eZImj
• Ease of doing business 2014 World Bank report
  http//www.doingbusiness.org/rankings

21
What differentiates online shoppers around the
world?

• Source https//www.thinglink.com/scene/4387785811
  66850050

22
Returns matter in Europe

• Europeans have the second highest returns of
  online purchasers (57)
• Shoppers in Europe expect to see delivery options
  and total costs early in the purchase process.
• Source http//pressroom.ups.com

23
Different story worldwide

• Canadian Consumers are willing to wait an average
  of 10 days to receive their online purchases
• Australian shoppers have the second lowest online
  shopping satisfaction rate
• Source http//pressroom.ups.com/

24
Determine your online strategy
25

• Alibaba.com employs 20,000 people and has offices
  in 70 locations worldwide.
• Amazon Ebay provides a lot help and tools for
  selling internationally and receiving payment
• Ebay also owns Paypal and Magento

26
Website Good Practices Mistakes to avoid
27
Brand name checking is critical
28
Automatic translation can go wrong
29
Some facts

• 85 of customers prefer to buy in their own
  language
• Customers are 4 times more likely to buy from a
  website in their native language source IDC

30
Localise content to overcome language barriers

• Everyday one billion questions are asked In
  Google from 181 countries and 146 languages
• Dont just translate your content, get it adapted
  for the target country

31
Make your website visible internationally
32
Localise by language or country?

• Decide if you are targeting a country or
  language?

33

• Sub domains
• Top level country specific domain
• Sub directories
• Or language only
• But be consistent do not mix the two

34
Website for over 18 countries?
35
(No Transcript)
36
Confusing Different countries but same language
is used for all.
37
Site for Germany is in DE domain but content is
in English
38
But France is in EU domain and content is in
English
39
airbnb - 10 billion dollar company
Website localised into 26 languages consistently
and professionally
40
Consistent and good style throughout all languages
41
Micro websitesfit for purpose

• Can be used your flagship product and service
• Lets your visitor to take action easily
• About 2.5 billion people have internet access
• Cost effective way to reach your target market
• Number of pages depending on your goal
• Can be developed further

42
(No Transcript)
43
Appeal to you customers!
44
What did you call me?
45
Dont come across as weird
46
Essentials for selling globally

• Brand name check your product or company name
• Make your website visible for the target country
• Your content translated and adapted for target
  country
• Register with top level country specific domains
• Use Social Media for brand influence
• And make good contacts on the ground.

47
And

• Keep calm
• grow global

48
Contact

• TTC wetranslate Limited86 Broomfield
  RoadChelmsford, Essex, CM1 1SS,
  UKwww.ttcwetranslate.com
• Twitter https//twitter.com/yildizgorenLinkedi
  n www.linkedin.com/in/leventyildizgorenGoogle
  https//plus.google.com/u/0/LeventYildizgorenY
  ouTube https//www.youtube.com/user/TranslationM
  atters