1. © businessforbusiness 2008 1 of 17 INTERNET MARKETING 25 th September 2008 3:15pm Getting your website to work for you and sell more translation services

2. © businessforbusiness 2008 2 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

3. © businessforbusiness 2008 3 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

4. © businessforbusiness 2008 4 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

5. © businessforbusiness 2008 5 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

6. © businessforbusiness 2008 6 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

7. © businessforbusiness 2008 7 of 17 Language usage 6809 languages in common use (Linguistic society of America) Is general language use matched by online usage?

8. © businessforbusiness 2008 8 of 17 Number of speakers ( Millions ) Linguistic society of America Internet usage ( Millions ) Internet World Stats 1 st Mandarin1,120English430.8 2 nd English510Mandarin276.2 3 rd Hindi490Spanish124 4 th Spanish425Japanese94 5 th Arabic255French68 6 th Russian254German61 7 th Portuguese218Arabic59 8 th Bengali215Portuguese58 9 th Malay175Korean34 10 th French130Italian34

9. © businessforbusiness 2008 9 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)

10. © businessforbusiness 2008 10 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

11. © businessforbusiness 2008 11 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.

12. © businessforbusiness 2008 12 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?

13. © businessforbusiness 2008 13 of 17 B2B Sales timeline (services) On-sell First Order Evaluate/decision Proposal/terms/scope Rapport/trust/credibility Price/Negotiate Offering/requirements Introduction website

14. © businessforbusiness 2008 14 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

15. © businessforbusiness 2008 15 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?

16. © businessforbusiness 2008 16 of 17 What Next Take ACTION! Feedback/Evaluation form Workshops, Diagnostics, Promotion INTERNET MARKETING BOOK (for sale here) contact me: nigel@businessforbusiness.co.uk OR Google “Nigel T Packer”nigel@businessforbusiness.co.uk

17. © businessforbusiness 2008 17 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