Irish companies serious about export markets need to revisit their internet strategies and pay particular attention to how they localise their websites and online marketing campaigns.
Addressing Enterprise Ireland’s eMarketing workshop yesterday, AMAS Managing Director Aileen O’Toole said that some Irish exporters have a disjointed and ineffective internet presence that does not support their international ambitions.
“There is a considerable body of evidence that shows that international buyers use company websites, directories, social media sites and other online resources to identify or qualify suppliers,” she said. “However, many Irish exporting websites are not buyer focused and often do not take account of cultural or market-specific issues.”
She offered examples of how export businesses who engage in relatively simple tactics – such as managing their LinkedIn presence or providing localised websites for key markets – have made considerable progress. Some examples were from AMAS’s work with Enterprise Ireland clients operating in sectors such as software, biosciences, food, manufacturing, construction and consumer goods.
A truly localised presence is about more than a translated website, she said. She offered 10 key tips to developing a localised web presence:
Reuse and recycle: Connolly's Red Mills, an AMAS client, is in the process of developing a fully localised international web presence which is powered by a single database and where web designs are reused across 16 localised sites. The screen grabs show the first of these new sites to go live, the Irish website (above) and UK site (below)
Reuse and recycle: Connolly's Red Mills, an AMAS client, is in the process of developing a fully localised international web presence which is powered by a single database and where web designs are reused across 16 localised sites. The screen grabs show the first of these new sites to go live, the Irish website (above) and UK site (below)
1. Let the internet be your international shop window
The internet is a 24/7 lead generator and the most cost-effective way to market and reach buyers in overseas markets.
2. Remember, a website is not a strategy
A new local website will not deliver any value if it is not part of a carefully thought-out international marketing strategy.
3. Create the right web structure
From the domains to use, through to how many sites you have and how company brands are represented on the web, structure is essential.
4. One size does not fit all
Internet use varies from market to market. Companies need to be in tune with the sites and behaviours of audiences in targeted overseas markets.
5. Plan localisation translation
Localisation is about more than translation. It extends to culture, technology platforms, legal requirements, logistics and much much more.
6. Be clever: reuse and recyle
Keep a lid on costs by selecting technologies that can power multiple sites and by creating web templates that can be replicated across multiple localised sites. See examples of Connolly’s Red Mills’ Irish and UK websites.
7. Think global, act local
Many overseas buyers like to deal with companies based in those markets. So use local domains and secure listings in local directories and on local search results.
8. Put audiences first
Forget about what the MD wants on the home page. Your audiences, their needs and their tasks should be central to how you plan and deliver a web project.
9. Don’t get lost in translation
Poor quality translation can undermine an entire international marketing strategy. Invest in high-quality translation.
10. Manage the shop
A new site is a beginning, not an end. Resources need to be put in place centrally and also at market level to support a multi-lingual web presence.
Aileen O’Toole’s presentation to the Enterprise Ireland event will be available through Enterprise Ireland’s SlideShare channel. We’ll add a link later.
