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This presentation will outline one of the most powerful – and yet widely under-utilized
tools for unlocking the potential of your international website – International Search
Engine Marketing or ISEM. ISEM is both a scaleable and simple way to increase sales and gain
global market intelligence. We would like to take a few minutes of your time to elaborate
on how the savvy global marketer can use ISEM to transform their international website into
a more effective sales tool. The first step in increasing the effectiveness of your international
website is to abandon the standard practice of having all your content translated and
considering the job done. The localization market is flooded with website translation
salespeople trying to sell as many words as cheaply as possible through what we call the
“translation grinder”. However, as marketers have long understood in US markets, not all
content is equal. The same applies to international content. Simply translating your US market
content is not enough if your goal is to convert buyers, drive sales, penetrate new markets
or introduce new service lines. Thriving global marketers are concentrating their translation
resources on specific offers or high value products and services, focusing on transcreation
of content based on local search preferences and driving traffic to the areas of their
websites where they want to see results. ISEM allows for more efficient use of online marketing
budgets and a demonstrable ROI. By focusing on conversions and benchmarking results internationally,
in the same way they do in US markets, these marketers are able to outsell their competition
at a fraction of the cost. The reason online search is such a powerful tool is that it
connects your product or service offering with a potential buyer at the exact moment
they are looking for it. Paid search, or SEM, enables you to position your products and
services and learn what buyers are searching on and how to reach them. Website content
is a constantly evolving medium for making that connection and this is the case whatever
market you operate in, be it in the US or in international markets. Properly executed
ISEM will increase conversions and create highly qualified sales opportunities in all
of your markets. Translation alone will never achieve this. The reason ISEM truly meets
the international challenge is that it’s scaleable, which allows marketers to test
the water before blowing budget and helps direct where budget will be most efficiently
allocated. There is an extremely low initial investment with as little as a few dollars
a day needed to get a rudimentary campaign started. The proof of concept on the paid
side of search offers an incredibly powerful market research tool, helping to drive strategy
and unlock value in international markets. It allows you to test offers and service lines
in your target markets and use the data to determine the strategic direction of your
website. ISEM campaigns
are adaptable for both your content and budget. The savvy marketer can quickly and easily
tweak campaigns to squeeze more ROI out of existing budgets. Finally, there are no term
commitments and campaigns can be halted instantly. This gives you complete control of your budget
and the results. However, these incredible opportunities are often stifled by the logistics
of effectively managing ISEM on a global basis - whether companies are operating a centralized
or decentralized approach to global marketing, or a combination of both. The online search
market is noisy and can be intimidating. International marketers know the challenges of multinational
marketing and ISEM is certainly no exception. Many marketers are wary of translation companies
or other supposed experts who over-promise and under-deliver. Marketers know how powerful
ISEM can be, but without the right partner, it can be an expensive and complicated challenge,
with no effective means of compiling and benchmarking results to demonstrate ROI. The nuances of
cultural diversity, language and search engine preference can be a daunting task to navigate
and manage. However, with a strategic plan and a committed partner, marketers can quickly
achieve results. Wordbank is that committed partner. We offer a variety of customizable
services for both international pay per click and organic search engine optimization. We
don’t have a one-size-fits-all approach with salespeople in every major market trying
to feed the “translation grinder”. Instead our ISEM services are designed to complement
your international content development, through keyword research, international site audits,
pay per click campaign management and a consultative process based on metrics. We recognize that
no two clients are the same. We believe in a client-centric approach that offers meaningful
results that are relevant to your specific needs and goals. We will help you promote
your high value product lines or sites, increase your international lead generation and identify
potential market opportunities, driving the development of your online presence in your
target markets. We have been working with international marketers, focused specifically
on international marketing communications for over 20 years. We do it everyday and enjoy
not only the challenge, but the satisfaction that comes with our clients achieving success.
Our experience and reputation are well documented in the localization industry and we have the
tools, process, people and commitment to help you succeed. We are so confident about that,
we are offering you a free audit of an existing international site of your choice and your
English site as a benchmark. We will not withhold results or ask to be paid for this at any
time. We will make recommendations, but it will be up to you whether and how you want
to move forward. We guarantee no pushy sales tactics. If you decide to work with us, you
will see a measurable ROI against a comparatively low initial investment. If your objective
is to increase sales and market share in your international markets, we can help. If you
just want to get your website translated or updated, then let us explain how we can help
you achieve this more effectively. Please contact us for additional information or questions
at (720) 359 1578 or at brian_gregory@wordbank.com. Thank you for your time, we look forward to
hearing from you.