Email marketing is a powerful tool within any business’s digital marketing mix. Over time, due to its low cost and high response rate, email marketing has proven to be one of the most effective means of digital communication – particularly when compared with traditional mediums such as print media.
The reason email marketing can be such a useful means of engaging with customers all over the globe is because a well-designed email campaign delivers the right message, to the right people, at the right time.
This consistency in messaging, targeting, and timing forms the basis of any successful marketing campaign.
Crucially, getting these elements right depends upon a true understanding of the strategy which underpins effective international email campaigns. For example, the difference between a campaign being a roaring success or a dismal failure could come down to something as fundamental as failing to take into consideration the cultural preferences of the intended target audience.
When targeting an international audience in varying timezones, for instance, it is essential that careful thought is given to the appropriate time to deliver email marketing messages – so as to maximise the chances of engagement and conversion. For example, if an email is delivered to your intended audience at 3AM local time, it is extremely unlikely to achieve anything resembling a high engagement rate.
Moreover, following best practices in terms of avoiding keywords that are likely to trigger spam filters is extremely important in ensuring that that your marketing messaging isn’t blocked at source. Obviously, the more that your messages are blocked, the less exposure it receives. The less visibility potential clients have of your business and its services and products, the less likely they are to include your organisation within their purchasing considerations.
It goes without saying that, as with all marketing efforts, ensuring the quality of your email marketing is absolutely essential to campaign success. For example, when communicating via foreign languages (with the intention of engaging a foreign audience) it is crucial that spelling, grammar, and naming conventions are adhered to. Intuitively, these conventions can differ wildly from country to country, and can also deviate enormously when contrasted with your native language. As such, an understanding and effective application of these unique linguistic elements are vital in ensuring that your marketing messaging consistently hits home.
A seemingly innocuous mistake in email copy could result in the tone of your message being rendered completely inappropriate – eliciting damage to your company’s reputation within the local area.
Ensuring that your emails are both targeting the right audience and are relevant to this intended audience are each huge factors to campaign success. This knowledge stems from an understanding of the local populace and their preferences.
Although these may sound trivial, relatively small details such as these can elicit huge differences in the effectiveness of your international email marketing. And huge differences here translate into results (or lack thereof) in commercial outcomes such as revenue and profitability.
At ExtraMile, our extensive experience in working with businesses and target audiences all over the world means that we have an acute appreciation of what it takes to ensure that your international email marketing campaign is a success.
Among our specialisms is our ability to effectively manage multiple translators whilst ensuring that projects are on-brand and delivered in a timely manner.
We are able to consistently achieve this outcome as our digital marketing experts have specialisms in multilingual messaging. This appreciation of local language, convention, and culture, coupled with a deep understanding of the tools that can be leveraged within email marketing, means that we are uniquely positioned to be able to assist in taking your business global.
A large part of your journey is getting your business – and its products and services – in front of the right audience within the target geographies for your expansion. International email marketing is a powerful method that can be utilised to achieve this objective.
ExtraMile offer a variety of specialist international email marketing services, including:
At ExtraMile, we have a wealth of experience in managing extremely large email marketing campaigns with a multitude of translators.
For more information on how ExtraMile can help your business grow abroad, please get in touch with us today.
A key feature of any business’s successful expansion into the global marketplace is a highly functional, intricately optimised multilingual website. When advancing commercial operations across borders and into new geographies, a website that has not been built or optimised with the local populace in mind is extremely unlikely to generate optimal results.
As such, it is incredibly important that a fully functional, locally optimised website underpins your expansion strategy. Getting this element right from the outset should be one of the top priorities of your digital marketing plan.
It is estimated that approximately 80% of the world’s population do not speak English. Thus, when taking your business to the global stage there’s a very high chance that, at some point, you will need to optimise your website for different languages and audiences.
The vast importance of multilingual website design and development lies in the fact that nothing will turn off your international target audience faster than web pages that are:
Imagine reading through a foreign business’s website where the English used has been clearly and hastily translated from another language – where errors in spelling and grammar obscure messaging, and where products descriptions are unclear. Would you be inclined to consider purchasing from this company?
If you answered no to that question, then you already have a practical understanding as to why multilingual website design and development is so important – not to mention the commercial outcomes that arise when it isn’t properly respected or implemented.
Firstly, you must be able to clearly identify the need for your website to be built and optimised for a specific audience/location. For example, are you experiencing sufficient search volume and demand signals from the nation or region in question? Is this volume indicative of a true desire for your products and services from the local populace?
Sometimes, however, you may be leveraging your website as the tip of the spear for your international expansion – in which case, the demand signals may come after your sitewide build/optimisation, and not before.
Once a genuine business need has been established, it’s important to consider the transformational project from the ground up. For example, for a multilingual website to remain functional long-term it is usually recommended to invest in a CMS which supports multilingual design and development. This means that when you come to expand into even more territories, and your content has to satisfy even more language requirements, your CMS is able to handle this task with ease. A CMS which does not have this functionality will leave you with a content nightmare on your hands somewhere along the line. It is usually much better to prepare for these eventualities ahead of time.
Furthermore, by using a multilingual CMS across your website, users from a variety of countries will be able to select their native language from a range of options. This feature will aid hugely in ensuring that the maximum amount of relevant visitors to your site are able to understand and interpret your content and messaging.
Unsurprisingly, the quality of the translations between languages is also hugely important to the success of your multilingual website. Languages are extremely complex systems that portray meaning, and as of yet, online conversion tools such as Google Translate simply are not equipped to be able to accurately translate large bodies of copy from one language to another. Things quite literally get lost in translation.
This is particularly apparent when you consider the subtleties of tone and nuance within writing. If these “soft” factors aren’t properly taken into account and adapted to suit local/cultural tastes and preferences, then marketing messaging could at best become irrelevant, or at worst be actively damaging to a company’s reputation. Because of this, it is absolutely essential to utilise the specialist skills of professional translators and/or multilingual marketing experts so as to avoid any potential pitfalls and ensure that your website and its messaging is consistently effective.
It is also vital to ensure that your website is registered correctly under suitable local domain names. Many countries have specific naming conventions when it comes to domain acquisition which makes it important to obtain the necessary domains ahead of time. These can be very tricky/expensive to acquire if someone has already registered abroad under your business’s name, so preparation is key to a smooth and successful process.
Finally, as with any website – whether it be multilingual or native – it is incredibly important to pay adequate attention to the elements which encompass a user’s experience (UX) when they interact with your website. For example, not supporting payment options which are representative of the local currency when users are attempting to purchase your products or services will be hugely frustrating for potential clients, and could lead to greatly reduced revenue and profitability.
Moreover, understanding the cultural preferences of your target audience may lead to a more educated adaptation of your website’s UX. For instance, the way in which users prefer to navigate your site and its pages may be slightly different from country to country. By adequately taking into consideration these factors and adapting your site structure accordingly, you are more likely to provide a better UX for your site’s international visitors.
UX is fast becoming one of the most important ranking factors for search engines such as Google, and these ranking factors are not confined to within national borders. Thus, if you want your international website to rank well within search engines (a key factor to long-term success) then your multilingual site must be designed and developed with all of these elements in mind.
At ExtraMile, we have a proven track record of working closely alongside a variety of businesses to take their websites to a global audience.
We have a dedicated team of multilingual experts who specialise in a range of international web development, design, and marketing activities. These include:
At ExtraMile, we have a proven track record of working closely alongside a variety of businesses to take their websites to a global audience. We have the knowledge and experience to move your business closer to your international objectives – to find out how we can help, please get in touch with us today.
The rise of revolutionary technology such as the internet means that we now live in an extremely interconnected, globalised world. The global market has well and truly opened up and this has had a huge impact on business everywhere.
Crucially, this market is accessible to any business with an understanding of how to successfully and sustainably take their operations international. The incentives for doing so are enormous. A global marketplace vastly increases the number of potential customers that a business can reach and interact with. In turn, this greatly enhances the levels of revenue and profitability that a business can generate. By simply having more people to aim your products and services at, you are greatly increasing the likelihood of converting some of these people into paying customers.
In order to reach these potential customers with the right messaging at the right time, a business will first have to adapt its content and communications to fit the huge variety of languages, cultures and preferences that exist within the global market. This is where the incredibly important concepts of multilingual SEO and international SEO come in to play.
When getting started, it is first critical to establish whether there is sufficient demand for your products and services within the countries you are considering expanding into.
At ExtraMile, we make use of objective measurements in order to work with you so that you are empowered to make data-driven, rational decisions about whether or not international expansion is right for your business at this time.
You may, however, have already established the necessity for expansion into new geographies on your own. If this is the case, and your business is ready to go global, then international SEO should be at the core of your growth strategy.
International SEO means engaging with the right international audience, via the right messaging, at the right time. It also means getting the technical elements right – such as having the correct site structure and adapting your content to suit local tastes, preferences, and cultures.
As such, international SEO encompasses far more than just simply converting your content and web pages from one language into another.
For example, best practice should be followed when adapting URL structures for new locales to ensure that search engines can clearly understand the purpose of the page in question (and thus deliver your page to users whose queries would be satisfied by your content). An understanding of how to effectively apply technical aspects such as these has huge implications for traffic, conversions, and therefore your website’s performance as a whole.
It is also vital that user experience is considered at every stage of the customer journey, particularly when considering that users within different countries and cultures have different preferences. Hence, what works within your native location might not necessarily work when extrapolated across different nations and cultures. As such, these factors have to be given careful attention in order to extract maximum value and performance from your international expansion.
At ExtraMile, we have worked with a multitude of different businesses operating across the broad spectrum of sectors and industries, to assist them with their global expansion.
Our extensive experience, coupled with constantly keeping our finger on the pulse of emerging trends and technologies, means that we are extremely well situated to work closely with you to design and deliver your international SEO project.
When working with us to implement a programme of global expansion into new markets, our award-winning, full-service digital marketing agency applies a host of specialist services to ensure that your project is a success.
These services include (but are by no means limited to):
The rationale for taking your business to the global stage is clear. Only one question remains: Is your business ready?
By utilising effective methods of research and applying best practice, we at ExtraMile can help answer that question for you. If your business could benefit from ExtraMile’s expertise in International SEO, then please get in touch with us today and kick start your journey.
We offer a broad range of services within Search Engine Marketing (SEM) that provide a full spectrum of support for your business. Relative to your unique business objectives, we seek to optimise every area of your online offering so that we can deliver the results you desire in the most efficient and effective manner possible.
As well as our SEO, Google Ads and Website Migration services, we also offer the following services for your business:
Strategy is all that separates good social media practice from the truly great. When implemented correctly – through the conscious application of resources and techniques – your target audience will find your business, interact with you as a commercial entity, and engage deeply with your content, products and services.
Increased engagement from your target audience consistently leads to one thing: higher sales. This is achieved by:
At ExtraMile, we help businesses take their social media activities and offering to the next level – both in terms of application and outcome. We do the things that will help earn your business more revenue and more profit.
We do this by getting to know you and your business properly. This allows us to work together to devise a digital marketing programme that is tailored to your individual needs and your unique target market. Our integrated, holistic approach means that talented designers, developers and Search Engine Optimisation specialists all contribute to your online marketing strategy.
Our service ensures that you are making the most of all online marketing channels, in line with your overarching marketing strategy and commercial objectives.
We will work closely with you throughout the planning and implementation of social media content, using the latest and greatest in advanced technology to help you make sense of your online presence and achieve the objectives we set together. Ultimately, this will efficiently expand your reach and grow your business in an inexpensive yet highly effective way.
Content marketing is the strategic formulation and application of content which is distributed through various channels so as to drive customer engagement with your business, and interaction with your business’s products and services.
At ExtraMile, we ensure every aspect of your content is optimised for the intended target audience – greatly increasing the likelihood that your website becomes a key driver of commercial progress.
Put simply, your content is your website’s lifeblood. It is the very fuel that drives organic, relevant traffic, improves customer engagement with your brand, and increases conversions and revenues.
For the best result, the content that your business produces must be:
The quality of your content is defined by the extent to which it is useful for your intended audience. To create quality content you must be able to answer these questions:
If your business’s website becomes a place filled with consistently relevant and engaging content, and if it becomes a hub of useful information and insightful knowledge, then there is only one outcome: people will visit it, again, and again, and again.
At ExtraMile, we make it our top priority to work with you to cover these points. We then utilise this essential knowledge to formulate a comprehensive content strategy which leverages key marketing channels and techniques such as core website content, blogging, SEO, PPC and social media to drive traffic to your business, engage your customers, and transform this engagement into conversions, sales and increasing profits.
Conversion Rate Optimisation (CRO) is the process of optimising your website so that when users visit, they are encouraged to complete a certain action. Conversions come in all shapes and sizes, and these conversions can form the targets and goals which inform your online strategy.
By paying attention to the experience of your users – namely, the journey visitors take when navigating your site – their experience can be modified and enhanced to encourage certain behaviours.
As a business, you might want to encourage your potential customers to sign up for a newsletter delivered periodically to their inbox. This is known as a micro-conversion.
You may then want your site to convert these potential customers into actual customers by providing your users with a platform from which they can access and purchase your products or services. This is called a macro-conversion.
Your site’s conversion rate is important because it is essentially a metric which informs us as to how well your site, and the experience it provides its users, contributes towards your business objectives.
A well-designed website should be a key driver of revenue for any modern business.
If your site attracts the right people and engages them in the right way, then you are likely to have a good conversion rate. Thus, if you have a high conversion rate it shows that your site is delivering a good user experience and contributing towards your organisation’s goals.
At ExtraMile, we have expertise that can be leveraged to increase your site’s conversion rate – helping your website drive revenue for your business. We work closely with you to utilise tried and tested CRO techniques which:
A digital marketing report is a regular, standardised snapshot of the outcomes that your investment in your online marketing activities are achieving. (At ExtraMile, we send our clients a performance report at least once a month).
Digital marketing reports and data analysis are crucial facets in establishing just how well your website is performing in a few fundamental areas. Your site’s performance within these areas constitutes where you are currently.
Fundamentally, a digital marketing report should highlight exactly what you need to see. And what you need to see varies – sometimes enormously – from business to business, and from month to month.
An effective digital marketing report should illustrate a few fundamental metrics such as:
At ExtraMile, our reports are designed to show you precisely the information that you want to see – the information which will actually make a difference to your business. We work closely with you to make the reports we generate as granular or as high-level as you need them to be, and we ensure that as your business needs evolve, our reports evolve to.
This ensures that our reporting stays closely tethered to your organisational objectives, meaning they remain consistently relevant and impactful.
Analysis of the data housed within your digital marketing report must, therefore, lead to the drawing of accurate conclusions which go on to inform future strategy and decision making.
In this way, the analysis of the data contained within your marketing reports should lead to incremental and sustainable progress in your digital marketing endeavours. This progress should be in the form of recommendations which lead to effective actions and thus future success.
With over 3.5 billion searches conducted each day on Google alone, it goes without saying that search engines are an incredibly powerful tool. When wielded correctly – when your website is properly optimised – this tool can elicit remarkable results that permeate throughout the entire operation of a commercial enterprise.
Effective Search Engine Optimisation (SEO) is grounded in tried and tested principles – the right application of resources results in predictable, measurable outcomes.
Specifically, SEO focuses on improving your website and web content so that it becomes more visible when users search for relevant keywords (search terms) within search engines such as Google.
A competitive advantage can be found with strategic SEO. Simply put, your business, your products and your services need to be found within Search Engine Results Pages (SERPs) above that of competitors when someone searches for something that is related to what you have to offer. As a commercial entity, you must be trusted. A well structured SEO strategy will enable you to be found by the right people, and these people will believe enough in your business so as to engage your services and make a purchase.
Better visibility will increase the chance that your target audience – which is the most likely subset of people to convert into customers – will find you. There are an incredible 3.5 billion searches conducted on Google every single day with Google accounting for around 88% of all total searches. SEO means a greatly increased chance of reaching this enormous audience of potential customers.
SEO assists you in getting this targeting right. Put simply, you want to rank as high as you can within SERPs for search terms that are relevant to your business.
This process includes:
By enhancing your website with proper SEO, you will demonstrate to search engines that you have a quality offering that is worth the higher rank in SERPs relative to your competitors – leading to improved quantity and quality of organic traffic.
Better visibility and traffic means increased revenue and profits. So, by investing in your SEO with a carefully thought out campaign you are allowing your online presence to flourish and realise the full extent of its potential. By investing in SEO, you are safeguarding your business’s long-term future.
At ExtraMile, we focus on simple but essential principles such as consistent, effective communication and prioritising the key performance indicators (KPIs) of our client’s in all that we do.
For example, here are some of the results we have been able to achieve for one of our clients, easipetcare:
At the start of your SEO campaign, we will work with you to deeply understand who you are as an organisation, your history, what you do and what makes you tick. We will also determine your audience, your competitors and your goals. This information is then used to create a project plan that ensures the success of your campaign at every stage of the journey.
Website migration is a broad term used within Search Engine Optimisation (SEO) to describe any large scale or highly impactful changes to a website’s location, structure, platform, design, content or user experience (UX). A few examples include:
Whether website migration is something you want to do or something you have to do, the general aim is to improve the form, function, and security of your site. Some reasons might be:
Asking yourself why site migration is necessary is an important first step, as well as thorough analysis to ensure there are no simple fixes to the problems you are encountering.
Contrary to popular belief, it is possible to perform site migration with no loss in traffic or revenue. But this takes research, planning and careful execution. So here are some steps for you to consider…
Objectives: Whatever your reasons for wanting/needing to perform a site migration, it is vital to have clear objectives in place. Firstly, determine realistic goals for each aspect of the migration. For example, if you are moving a site from HTTP to HTTPS, your objective would simply be to retain existing performance and traffic levels; whereas, if you are making changes to the site navigation to improve user experience, you should aim to increase existing levels of performance.
Risks: Identify the risks associated with different aspects of the site migration and put safeguards in place to counteract any negative effects.
Research: Find out what the changes will mean, both positively and negatively, to as many stakeholders as you can. Try to work out your ROI for each migration activity, prioritise them, and manage expectations to increase understanding of and engagement with the changes. Identify priority pages where changes will have the greatest impact.
Assign tasks: Especially important for more complex migrations – assign a task owner, dependencies and delivery date for each activity and its phases. A project manager may oversee all the associated activity to ensure the whole migration remains on schedule.
Launch date: It can be useful to have a definite end-date in mind for the site migration. While a certain degree of flexibility is required, an idea of launch date can help keep activity focussed and on track. The launch date, like all other details of the migration, should be carefully considered to maximise results and minimise any issues; for example, avoid large-scale changes to a website during or just prior to peak business times or limited-resource periods.
You may be the experts at what you do, but conveying that to customers successfully via your website can require skills and experience that you might not have. And that is where collaboration with experts can assist you in making the right changes in the most effective way for your business. ExtraMile has SEO, Design and Development professionals who will work closely with you to gain an understanding of your business and goals, identifying the consequences and benefits of each change before any decisions are made.
By extending the collaborative approach to internal work, any specifications identified in the planning of a project can be detailed, communicated and factored into the process and tasks to be accomplished. For example, the SEO requirements of a project having been determined, should be translated into clear actions for developers to complete – this results in a consistently holistic approach which pays appropriate attention to every area of your business, whilst not losing the forest for the trees.
Testing is vital both during and after site migration. Proposed changes can be mocked-up and tested to identify any issues early on. User journeys and content updates may be tested earlier in the process, while other changes can only be tested once the migration is complete. It is important to remember that specific mobile testing should also be carried out.
Redirects are one of the most crucial factors in site migration – implementing them will assist both search engines and users in finding pages that have moved. They also help search engines make the connection between the old and the new, allowing ranking signals to be exchanged and retained. Testing of redirects should be done before an updated site goes live.
Downtime, while the new site is replacing the old one, should be kept to a minimum. But a server response to advise users and search engines that the site is temporarily down will also avoid negative effects on visibility.
Benchmarking: Gathering data on the existing site will give you something to compare back to once changes have been implemented, and identify what went well during the migration and what could be improved upon in the future.
Testing and review: Once a site has gone live, both repeat and additional testing should be carried out to check that your updates have been implemented correctly and are performing as hoped. Testing for and correcting any issues should be done as soon as possible. However, determining whether the whole process has been a success can take longer, maybe even months for larger websites.
Our close working relationships and wealth of experience make ExtraMile the ideal partner for your site migration, whether it involves design, content writing, user experience improvements, search engine optimisation, development or all of the above. We will work diligently to ensure your website migration is a success from the moment it begins. If you would like more information about the services we provide, please get in touch with us or contact a member of our team.