On Thursday 7 March 2013, we held the second in a series of UKTI Masterclasses in London on Digital Marketing for Global Growth, helping to get small and medium-sized companies exporting their goods and services online. At the end of 2012, we were part of the UKTI London Digital Tools for International Expansion Masterclass.
This UKTI Digital Marketing for Global Growth Masterclass was a full-on full-day workshop in Fleet Street in London, home to the original media and press. The event was attended by 60 delegates from a wide range of small and medium-sized companies in London, the South East and the East of England.
The masterclass covered the following topics:
- International website optimisation (Sarah Carroll)
- Social media planning (Roger Jones)
- International social media (Sarah Carroll)
- LinkedIn masterclass (Roger Jones).
- LinkedIn = 90% of delegates
- Facebook = 60%
- Twitter = 50%
- YouTube = 30%
- Pinterest = 15%
- Google+ = 10%
- International social media – only one company in China (Renren, Weibo, Youku).
Our international website optimisation overview covered:
- Is your website ready to go international?
- The international web opportunity
- Are you invisible on the international web?
- How does the international web work?
- Options for an international web strategy
- Structuring an international website
- Optimising your international website.
Our international social media overview covered:
- Is your social media ready to go international?
- The international social media opportunity
- Top global social media networks
- International social media networks
- Options for an international social media strategy
- Structuring your international social media strategy
- How to optimise your international social media.
The delegate companies each compiled their top three things to do, which included:
Internationalising the website for global growth:
- Adding multilingual content to the website
- Optimising the website
- Setting up some country-specific pages
- Putting keywords in images and videos
- Adding keywords to the website content
- Redeveloping the whole website
- Registering more top level domains
Setting up social media for global growth:
- Setting up a Facebook company profile in the UK
- Updating the company Facebook page
- Setting up a Twitter account in the UK
- Setting up Twitter accounts for export markets
- Starting to tweet more
- Using YouTube
- Understanding Google+
- Investigating setting up Facebook in different countries
- Adding keywords to social media profiles
- Using the video content they already have
- Developing all social media networks
- Getting social media right at home
- Compiling a social media strategy
- Setting up some social media guidelines
- Identifying influencers
- Changing content to do less shouting
- Setting up a social media platform in China.