5 Strategies for Marketing Your Foreign Language Ecommerce Website
5个为你的外语电子商务网站而设的营销战略
Let’s say that you’ve done your research online using a tool like Google’s Global Market Finder, and you’ve identified an overseas market where your product or service might have a customer base.
假设对于搜索工具你已经在线做过像谷歌全球市场探测器的调查研究,你已经确定了一个海外市场,你的产品或服务可能有一个客户群。
You’ve had your website content professionally translated and localized, your website set-up has been optimized for its new markets (navigation, design, etc) , you’ve researched the top performing keywords for your product in the target language and used them to optimize your content, and you’ve launched your new site on a subdomain off your main site, or better yet, its own country-code Top Level Domain.
你网站内容有专业翻译和本地化、网站设置进行了优化的新市场(导航、设计等),你已经为你表现最佳关键词的产品在目标语言和用于优化你的内容上,和你的新网站推出的子域主要站点,或者更好的是,自己的国家代码顶级域名做过研究。
Now how do you get your site to appear in the high traffic top three results on Google (or the local equivalent) for your chosen keywords? Here’s how:
现在你怎么让你的站点选择的关键词出现在谷歌高流量排名前三的结果 (或当地等效)?
1.Link-building
建立链接。
The number one way to climb the search results for your chosen keywords is to build links to your website using your keywords as the anchor text. The key here is that quality is more important than quantity – a few links from editorial websites with high Alexa rankings will be far more valuable than a bunch of links from low value directories or unrelated blogs.
让你选择的关键词搜索结果排名往前，其中的一种方法的是建立你的网站使用你的关键字作为链接锚文本。这里的关键是,质量比数量更重要——从编辑几个链接网站Alexa排名高会比一群低价值的链接目录或不相关的博客更有价值。
The best way to build links is to engage native speaking PR and copywriting experts, who understand how to contact the editors of relevant industry websites in the local internet to pitch expert content, and can then write that content and optimize it with your keywords.
建立联系的最佳方式是雇用本土公关和文案专家，他们懂得如何联系相关行业网站的编辑们在当地的互联网上选择专业内容,可以写相关的内容和关键词优化。
2.Ongoing Keyword Research
持续的关键词研究。
Keywords are not static – search trends are constantly changing across all languages. So while you may be doing well for your main keywords for which you’ve been building links, you also need to have your search specialists monitoring the performance of your top keywords and identifying new ‘long-tail’ keywords in the target language which are generating significant traffic.
关键词不是静态的, 所有语言的搜索趋势不断变化。因此,尽管你可能会为你已经建立链接的主关键词做得很好,你还需要搜索专家监控关键词的性能和识别新的长尾的关键词在目标语言生成巨大的流量。
3.New Optimized Content
新的优化内容。
But what do you do with these new keywords once you’ve found them? It’s not always feasible to add a new static page to your website for every new keyword opportunity, bulking it up until your site becomes a misshapen Frankenstein monster with pages tacked on all over, like the New York subway of websites.
但是一旦找到这些新的关键词你怎么处理?给每个新关键词的机会为你的网站添加一个新的静态页面并不总是可行的,膨胀到你的网站变成了一个畸形的兰肯斯坦的怪物,像纽约地铁的网站。
This is where a blog on your foreign language website will come in handy – not only does it keep your content ticking over and fresh, but you can also use posts to address new keyword opportunities.
这就是你的外语网站博客将派上用场的地方，它不仅让你的内容的滴答声和新鲜,但您还可以使用文章地址新关键词的机会。
4.Paid Search
付费搜索。
Paid Search is the best way to get to the top of the search results immediately, and to test the performance of your chosen keywords, with a guaranteed return on investment (since you only pay per click). Your multilingual search specialists should use your paid search campaigns to monitor the performance of your top keywords, as well as testing out new opportunities.
付费搜索是使搜索的结果立即顶部的最佳办法,和测试你选择的关键字的性能,以保证投资回报(因为你只支付每个点击)。你的多语言搜索专家应该使用付费搜索活动去监控关键词的性能,以及测试新的机遇。
5.Social Media
社交媒体。
Last, but certainly not least, is social media – and while it’s near impossible to calculate social media marketing’s ROI, online businesses simply can’t afford to ignore social media in the 21st century. You should set-up profiles on the popular social networks in your target country (Facebook and Twitter are good bets, but local champions such as Qzone in China and Orkut in Brazil are also important) and keep your profiles updated regularly (several times a week at least) with useful, engaging, correctly translated content. Videos, competitions and other interactive content is particularly good!
最后,但肯定不是最不重要的,至少是社交媒体——虽然这是几乎不可能计算社交媒体营销的投资回报率,网上贸易在21世纪无法忽视社会媒体。你应该设置配置文件在你的目标的国家流行的社交网络(Facebook和Twitter是非常好的选择,但当地冠军例如qq空间在中国和Orkut在巴西也很重要),让你的资料定期更新(至少一周几次)和有用的,迷人的,正确的翻译内容。视频、比赛和其他互动内容特别好!