I’m a huge fan of whitepapers and try to read at least one per week. They’re free and they provide a great way to stay up on the latest trends. In that spirit, I read Going Global In A Social World by Adobe this weekend and really enjoyed it.
If you’re in the corporate world of online marketing, it’s likely that you are working on a variety of projects across pay per click (PPC), search engine optimization (SEO), and social media. If you’re managing a large, enterprise-level brand, you need a truly global approach. In pay per click, the best practice is to launch separate campaigns per country and optimize your landing pages and user experience to each country. It’s a lot of work to do this right, but the geo-segmented approach is clear in the mind of the online marketer. In search engine optimization, you have two segmentation options: (1) launching separate websites per country or (2) having separate sections of your website per country. Personally, I prefer separate websites per country. Looking for an example on the PPC and SEO side of things? I feel like Nextag has scaled their global business well. They have methodically launched separate websites per country, making the PPC and SEO strategies clear.
Social media as a a channel is newer. When it comes to managing your global brand via social media, what’s the best approach? Adobe’s awesome whitepaper discusses this very topic. You’ll definitely enjoy the background information/statistics, specific examples/case studies, and the four-step approach. Download this free whitepaper tonight and go into work tomorrow with some brand new ideas about managing your global social media strategy. Nice work, Adobe!
Image in this post © Adobe