© businessforbusiness of 17 INTERNET MARKETING 25 th September :15pm Getting your website to work for you and sell more translation services

© businessforbusiness of 17 Nigel T Packer Author of NEW BOOK –INTERNET MARKETING How to Get a Website that Works for Your Business Business for Business –Internet Marketing Consultancy –Seminars & Workshops

© businessforbusiness of 17 Today’s Seminar Current state of internet Who is your website for? Increase sales by removing barriers Searching – not just search engines 1 2

© businessforbusiness of 17 Current state online UK Online sales - first half of 2008 £26.5 billion 17% of all UK retail sales Prediction – 50% in 5 years (Capgemini/IMRG) B2B – 90% buyers research/decide online 1 2

© businessforbusiness of 17 Customers Who is the website for? Information seeking behaviour CUSTOMER (NOT business) focused Identify, anticipate and ANSWER Questions In a language the CUSTOMER can understand and engage with 1 2 3

© businessforbusiness of 17 Customer Language Not just about translation (English, French) What does the CUSTOMER call it? Use of English (or other languages) –Readability –Technical/Jargon –Even within industry can create barriers Informs Keyword choices

© businessforbusiness of 17 Language usage 6809 languages in common use (Linguistic society of America) Is general language use matched by online usage?

© businessforbusiness of 17 Number of speakers ( Millions ) Linguistic society of America Internet usage ( Millions ) Internet World Stats 1 st Mandarin1,120English nd English510Mandarin rd Hindi490Spanish124 4 th Spanish425Japanese94 5 th Arabic255French68 6 th Russian254German61 7 th Portuguese218Arabic59 8 th Bengali215Portuguese58 9 th Malay175Korean34 10 th French130Italian34

© businessforbusiness of 17 Translation for the Web Translation – language, regional cultural differences by using native speakers Online other problems arise… Keywords fundamental to searching - often ignored Searching behaviour –Search engines and users (CUSTOMERS)

© businessforbusiness of 17 Eye Tracking ‘HEATMAP’ RED: Areas where users looked the most YELLOW: areas indicate fewer gaze fixations BLUE: least viewed GREY: no viewing at all In left-to-right language Heatmap shows ‘F’ shaped reading pattern

© businessforbusiness of 17 Keyword positioning Positioning in sentences and paragraphs is crucial to searching Language construction and syntax affects keyword positioning For Optimal results, translation must accommodate Reflect this in YOUR website for success.

© businessforbusiness of 17 Your website Searching primary method of finding YOUR business website Optimise the site for search engines Users also have searching behaviour Can they use it easily? (BACK button) Does it engender sales or lead generation?

© businessforbusiness of 17 B2B Sales timeline (services) On-sell First Order Evaluate/decision Proposal/terms/scope Rapport/trust/credibility Price/Negotiate Offering/requirements Introduction website

© businessforbusiness of 17 Your website’s job Your website is your: –Referrer –Receptionist –Sales Representative –Technical and Customer support –24 hours a day, 365 days a year It is crucial not to underestimate its role in your business

© businessforbusiness of 17 World’s Window The internet gives YOU the opportunity to look at anything in the world … Your website gives THE WORLD the opportunity to look at YOUR business … What message is YOUR website giving about YOUR business?

© businessforbusiness of 17 What Next Take ACTION! Feedback/Evaluation form Workshops, Diagnostics, Promotion INTERNET MARKETING BOOK (for sale here) contact me: OR Google “Nigel T

© businessforbusiness of 17 New Book A straightforward approach, in non-technical language. Full of insights and real- world observations, Practical techniques and actionable strategies, This book focuses on business – YOUR business. Get your signed copy £7.99