This week in international marketing: Expert Transcreator | Business Globally | Hreflang Errors | International Ecommerce
1. Interview with an Expert Transcreator
You are a global marketer trying to embed your brand in new markets. You keep hearing about transcreation as a way to do this. But when do you use it? How is it different from translation? And why does it cost so much? Here’s the conversation with an expert transcreator, Ellen Bonte.
2. Lessons on Scaling Your Business Globally (And Quickly)
Growing a fast scaling company is hard.
The challenge of fast growth is even more terrifying and complicated when your scope is spread across the globe.
Most startups and fast-growing companies are strategically obsessed with learning to scale.
Sustainable success depends on your ability to grow at scale.
But behind the scenes of the ‘unicorn’ success stories of the next Uber’s, Amazon’s, and Google’s of the world are the brave founders enduring an emotional bungee jump of unexpected, euphoric highs and soul-crushingly vicious lows.
Founders of these growth-thirsty companies keep taking that plunge. Sometimes that bungee cord wears thin. For some founders strands begin to snap and the emotional lows hit a brutal and final rock bottom.
But there are a collection of fiercely passionate founders who survive those emotional free falls and find that elusive scalable growth. They are determined to grow and scale their company.
There’s no simple formula, clear manual or structured blueprint to sustainable business growth on a global scale. However, you can (and you should) learn from the mistakes, wins, successes and failure of those who have made it happen.
3. 4 hreflang tag errors Google corrects for you
Hreflang tags are among the hardest elements in technical search engine optimization (SEO) to get right.
There are a lot of rules and a lot of ways that these tags can go wrong. Google uses attributes
rel="alternate" hreflang="x" to serve the correct language or regional uniform resource locator (URL) in search results.
The tags swap which page is shown in the search results, but they do not actually make any page rank better.
Many of the best practices around hreflang tags that are presented in articles, at conferences and in studies won’t actually make a difference. Google is correcting a lot of things already, and in many cases, if something is wrong, correcting it won’t make a difference in your results. It’s very hard to make a business case to follow best practices when you don’t see any results from changes made.
Here are some of the items Google may be correcting for you.
4. International Ecommerce: What Foreign Customers Expect From Your Online Store
Offering consumers a positive digital shopping experience can have an impact on your customer experience (CX), loyalty and sales. And if you sell your products internationally, remember that your foreign customers have the same expectations as your domestic ones: They want great customer and user experiences.
If you try to cut corners, you risk falling behind your competitors. On the other hand, if you provide your international buyers with an online shopping experience that is indistinguishable from their usual native experience, you may start seeing increases in revenue in no time.
This was our 'best of the week'. Next week we will continue to provide you with the interesting and current news on digital globalization, culture, language, localization and international digital marketing.