Good preparation and planning are important when running global campaigns. But one topic we don’t cover often enough is how you can use search marketing tools to enhance your research and planning to launch and maintain a new export project.
This omission was partially corrected at Search Engine Strategies Chicago, where I participated in the “New Exporters: How Search Marketing Can Be Used to Build Overseas Trade” panel. Let’s consider the key steps.
Decide Which Products and Services Truly Have Global Potential
Many people jump right in and start trying to export. The first question you face in other markets will be, “Who wants to buy what we sell?”
Keyword research has a lot to offer in this field, provided you do it correctly. You’ve heard it from me before, but I’ll say it again: translate your keywords and you’ll get the wrong answer.
In this field, translated keywords checked in keyword tools would almost certainly tell you that there’s less demand than there actually is. This is because local search patterns are determined by local history and experience — not a dictionary translation from English. You need native speakers who are professionals at search marketing (so they understand the keyword process) to carry out this kind of research.
The good news: unlike more traditional forms of export and market research, this research project can be done extremely quickly. The bad news: your competitors also may be discovering that “time-to-market” has become even more sensitive than it was before.
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Google Export AdviserGoogle Docs Batch ExportCuteRank Version 2 has been releasedChecking website rankings on multiple search enginesExport Google SitesKeyword Research Is DeadUse Multiple Keyword Research Services with KeywordSmashExport the Locations Saved in Google MapsGoogle Releases API for Sites Service3 Tools to Export Microformats
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