{"id":742,"date":"2016-03-21T00:00:00","date_gmt":"2016-03-21T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=742"},"modified":"2016-03-21T00:00:00","modified_gmt":"2016-03-21T00:00:00","slug":"engagement-tactics-that-work-around-the-world","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/engagement-tactics-that-work-around-the-world\/","title":{"rendered":"Engagement Tactics That Work Around the World"},"template":"","blog_categories":[5,9],"resource_categories":[],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-742","blog","type-blog","status-publish","hentry","blog_categories-international-business-strategies","blog_categories-marketing-strategies"],"acf":{"blog_short_description":"Your brand can efficiently and affordably woo new global customers by adapting your existing e-commerce engagement tactics. ","news_inline_styles":"","blog_video_id":"","article_body":"

Companies need not start from \u201czero\u201d when entering new online markets. In fact, most of the digital marketing and website best practices that work for Western e-commerce sites work in overseas markets.<\/p>\n

We recently spoke with Kevin Tarvin, a Global Online Strategist with our Global Growth team, on the subject. He provided several ways expanding companies can reduce their global marketing time, effort and costs by adapting existing customer engagement tactics for consumers in emerging markets. <\/p>\n

Translate Social Posts<\/h2>\n

\u201cWe\u2019ve known for 10 years that social media is a crucial way for brands to communicate with their customers,\u201d Kevin points out. \u201cBut sometimes that communication gets lost in translation\u2014or downright lost\u2014as brands expand their international presence.\u201d<\/p>\n

To mitigate this risk, some social networks provide clever ways to manage social content across many global markets. Several MotionPoint clients leverage Global Facebook pages<\/a> for this very purpose. Such functionality empowers brands to provide localized content for customers all over the world.<\/p>\n

\u201cEven still, staying on message in multiple markets can be a big challenge for companies,\u201d Kevin says. \u201cBut armed with smart technology and a deep knowledge of local cultures and consumers, brands can overcome this longstanding issue. Or you can tap a vendor with this kind of expertise.\u201d<\/p>\n

\n

Staying on message in multiple markets can be a big challenge for companies.<\/p>\n<\/blockquote>\n

MotionPoint\u2019s Translation and Global Growth teams often collaborate to help clients create localized social media content for their various markets. We\u2019ve helped a UK-based online fashion retailer engage Japanese consumers via the brand\u2019s Japanese Facebook page. Since its launch late last year, this approach has generated hundreds of Japanese user comments and visitor posts, thousands of Likes on localized posts, and even more views.<\/p>\n

Another example: We helped a fashion brand launch a Dutch e-commerce website last year, and recommended the company leverage its Global Facebook page to announce the news to its audience in the Netherlands and other European markets. <\/p>\n

Through a targeted, in-language social media advertising campaign, the company drove more than 20,000 users to the newly-launched site, which contributed to over 100,000 users visiting the Dutch site within its first month of operation.<\/p>\n

\n

Localize On-Site Elements <\/p><\/blockquote>\n<\/h2>\n

\u201cDriving traffic to your international website via social campaigns is only one part of the puzzle,\u201d Kevin says. \u201cThe real question is: once those global customers arrive at your localized website, will they buy what you\u2019re selling? That all depends on if they trust your brand.\u201d<\/p>\n

Indeed, being a fresh-faced player in a new global market can be a short-term challenge for your company\u2014particularly if you\u2019re a relative latecomer to a competitive market. Warning signs that your global site isn\u2019t wooing local consumers include: high bounce rates, lower than average engagement metrics, and abandoned shopping carts.<\/p>\n

But there\u2019s at least one clever, elegant solution to this issue. The best part: you\u2019re already using this tactic on your primary-market website.<\/p>\n

\n

Being a fresh-faced player in a new global market can be a short-term challenge for your company.<\/p>\n<\/blockquote>\n

\u201cSimply replacing some of your primary-market site\u2019s existing banner images with localized versions that tout your brand\u2019s trustworthiness can make a big difference in boosting conversions,\u201d Kevin says. \u201cThe same goes for promoting current discounts or special offers for consumers in these specific markets.\u201d<\/p>\n

Proactively addressing these concerns helps your company sidestep consumer skepticism, we\u2019ve found. MotionPoint provides this kind of localization service for clients; we call it Market Manager.<\/p>\n

MotionPoint recently used Market Manager to help a retail client overcome this credibility gap. The company entered a new global market, but consumers there had never heard of the retailer. MotionPoint conducted an A\/B test, displaying custom localized banners for some of the local consumers.<\/p>\n

\u201cThese banners appeared in the checkout funnel, and used verbiage that illustrated the UK brand\u2019s credibility,\u201d Kevin explains. \u201cThe banners also addressed any perceived transactional risk, another big issue for these new customers.\u201d<\/p>\n

In less than a week, this trust messaging increased checkout rates by a whopping 27%, driving monthly incremental revenue of nearly \u00a32,000,000. <\/p>\n

Support Local Payment Methods<\/h2>\n

We recently covered this subject<\/a> in depth, but it bears repeating: integrating local currencies\u2014and locally-preferred payment platforms in particular\u2014does more than signal trust among your new global customers. It wildly improves average order values, conversion and sales.<\/p>\n

\u201cIt\u2019s definitely a best practice to display all available payment option badges on your global sites,\u201d Kevin advises. \u201cMost companies tend to place them in the footer of their sites. Customers look for those badges; it helps them quickly identify what choices they have before going through the checkout process. But if they don\u2019t see their preferred platform, they usually won\u2019t transact.\u201d<\/p>\n

We regularly remind clients of this, and help them engage consumers through savvy payment platform support. One MotionPoint client active in France and Germany recently completed a redesign of its French and German sites. After observing lackluster results in those markets, the client contacted us to find ways to help improve their conversion rates.<\/p>\n

Local payment methods were quickly diagnosed as a likely conversion rate optimization opportunity. The client had displayed some payment options, but neglected other ones particular to Germany and France. Once those platforms were supported, the business performance of the sites began to soar once more.<\/p>\n

French conversion rates improved by 136%, while German conversion rates jumped up by 266%. The improvement in conversion rates led to a 511% increase in daily revenue for France, and a staggering 1,533% for Germany.<\/p>\n

In another instance, at our suggestion, one of our clients integrated support for the e-wallet platform Alipay into its e-commerce site serving the Chinese market. (Alipay is the region\u2019s dominant e-wallet payment platform.) It was the right call. Conversions and revenue both grew by over 210%. Average order size grew by 33%, too.<\/p>\n

\n

Integrating local currencies wildly improves average order values, conversion and sales.<\/p>\n<\/blockquote>\n

Get Local Bona Fides<\/h2>\n

Just as customers in your primary market look for certain on-site certifications to minimize anxiety about doing business on your site (such as VeriSign, PayPal Verified, ScanAlert Hacker Safe and others), so too do consumers in global markets. Make sure you\u2019re certified in these regionally-appropriate services.<\/p>\n

\u201cConsider another MotionPoint client, which launched a site serving German consumers,\u201d Kevin says. \u201cConversions remained low until MotionPoint noticed a critical missing on-site ingredient\u2014an impressum.\u201d<\/p>\n

An impressum is a legally-mandated statement of ownership that must be included on websites published in Germany. The localized site didn\u2019t feature this unique statement, so customers didn\u2019t fully trust it. Our client wasn\u2019t registered as a German business and therefore didn\u2019t actually need an on-site impressum, but we recommended adding one anyway.<\/p>\n

\u201cAdding an impressum to the German site radically increased trust among German customers,\u201d Kevin reports. \u201cThe client\u2019s results were immediate and exceptional. Conversion rates went sky-high.\u201d<\/p>\n

Optimize, Optimize, Optimize <\/h2>\n

Your company\u2019s marketing and online teams take great care to continually update and optimize your primary-market website so it delivers maximum results and ROI. Your global sites should receive the same amount of thoughtful care.<\/p>\n

MotionPoint\u2019s Global Growth team often provides our clients\u2019 global websites with this continuous attention. This eye for detail often generates opportunities for companies to connect with local markets, in authentic ways, on local customers\u2019 terms.<\/p>\n

\u201cNo matter where you live or what language you speak, everyone likes to feel special,\u201d Kevin says, \u201cand the perks your brand can lavish upon your global customers can make all the difference.\u201d<\/p>\n

Free shipping is one such tried-and-true perk that supercharges conversions, and usually leads to higher order values.<\/p>\n

\u201cCombining such perks with other discounts tied to local holidays can help a brand maximize their impact on sales,\u201d Kevin says. \u201cOne MotionPoint client great strides in this area with their Korean holiday marketing. Stirring up the hype through an email drip campaign prior to the holiday leads to a spillover effect that loyal customers amplify through social media.\u201d<\/p>\n

Indeed, this market-specific holiday sale\u2014to celebrate Pepero Day, a day where sweethearts exchange candy\u2014generated jaw-dropping results. Using its email newsletter, and pay-per-click ad spends, the company smartly spread the word about this one-day sale in 2014. That day, traffic grew 360% over the daily average. Transactions grew ten-fold. Average order value grew by nearly 50%.<\/p>\n<\/p>\n

The client repeated this authentic and resonant campaign in 2015. 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