By Anna Bastek Are you looking to increase overseas sales in 2014? Here are our three top tips for exporting overseas this year. 1. Don’t Ignore Digital In 2014 digital spending as a whole is set to break the 25% mark, as a proportion of all advertising spend. Pound for pound, digital techniques such as SEO and PPC are still among the best marketing tactics for ROI, a recent Econsultancy survey found. When it comes to online marketing overseas, essentially the same rules apply. What is tricky is that if you don’t speak the language fluently, creating content, building partnerships and on-site optimisation becomes increasingly difficult. We’ve developed a new SEO and PPC service to help you get the most out of your overseas website. From content creation, to on-site optimisation and link building, we can work together with you to maximise enquiries. Media and Marketing 2. Do Consider Technology If like most brands, your website is the hub where consumers go to research your brand, you also need to consider the technology used in that country. Does your site translate perfectly to the favoured format in that country? Recent Google commissioned research discovered that two thirds of smartphone internet users are more likely to purchase from a site that is mobile ready. This might be a key consideration if you were targeting the growth markets in Africa, for example. In Sub-Saharan Africa, 12 per cent of the population owns a desktop PC, with laptops at the same level of penetration. Meanwhile, 18 per cent of the population owns a smartphone, according to Kantar. Not only should you consider the technology adopted in the country you target, but also the medium you use to communicate. Video use is exploding, and we can help you convert more visitors in 2014 by providing multilingual subtitles and voiceovers. 3. Take a Localised Approach Quality translation is important, of course. 72% of overseas customers would rather buy products with information in their own language. Our recent Guardian article outlines some of the other key reasons to translate your marketing materials. But another question you could ask yourself to increase sales in 2014 is: “Can we adapt our products and brand for a new market?” Think Danone adding garlic to its products for the Russian market. Think Jif rebranding to Cif to cater for European pronounciations. Or think big brands adapting their websites for new markets. The winners in international marketing are going to be those who glocalise – go global but offer a localised experience. Maybe you could test your products in the market your targeting with an in-country review? export overseas The key message is that in the UK growth rates haven’t exceeded 1% in the last year. In some developing nations growth rates are at double figures. If you want to keep growing, there are few investments more prudent than targeting overseas markets.

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