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Leveraging Replicating Global Content

Leveraging Replicating Global Content is  a key savings factor for global and regional companies.

You heard that “Content is a King” is a main slogan for 2014.

After 10 months I will fully agree with this statement.

But sometimes I feel overwhelmed with many newsletters and poor posts.

Simply some people think that it is enough to post something on regular basis with key words and it will help.

I noticed many online tools that monitor what is popular on twitter, facebook or google and suggest some posts.

Yes, it is true. There are specialized companies in such posts creation for very small amount of money.

Good content means many followers, many clicks and likes on many portals.

Good posts need attention and time.

You know that content management is really important element for any company.

It is important for small local businesses, as well as for mid-sized companies and especially for global companies.

We are in process of globalization. It means that majority of the same products are used in many countries. The usage is the same, the technical specification, functional specification can be used in all countries that our company operates with some local legal modifications and restrictions.

Only European Union has 24 languages. Our world uses over 120 languages globally.

It means that global companies have to prepare many operational and marketing materials for different markets.

What is a “content” for your company and your customers

It is the basic question you need to answer first.


1. website information

2. whitepapers – services and product presentation

3. videos – tutorials, product presentations

4. podcasts – interviews with CEO

5. catalogs – product catalogs

6. internal communication


Leveraging & Replicating Global Content

next step is to find out the most common and neutral content that can be shared in different languages.

You should always remember about search engines optimization. It means that such content should be properly described with meta tags, alt tags, key words, microdata, richdata.

Translation systems

there are a couple of translations software, systems that can help you with majority of your localization tasks.

smartling.com – for smaler companies


Crowdin.com – very good for websites

transifex.com- applications only


star-group.net – for global corporations

 sdlintl.com – most known with huge experience platform ( over 10 years on market)

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US shoppers behavior changes 2014

US shoppers behavior changes 2014 report presents a trend that I noticed a few years ago. We are using more and more mobile phones, smart phones and tablets in our purchasing journey.

I found a great report : Mapping the US Shopper’s Mobile Path to Purchase prepared by DNC recently.

Please find below the most important findings:

  • In 2014, 29% of US consumers said smartphones were the most important shopping tool up from 23% in 2013.
  • 42% of consumers consider a mobile device as the most important resource for a purchase decision just behind laptops and desktops at 43%.
  • 60% of US consumers claim to have used only their smartphones when deciding which restaurant to visit.
  • 40% of US consumers claim to have used only smartphones when deciding on their choice of entertainment.
  • 35% of US consumers say they used only smartphones when deciding on which car to buy.

US shoppers behavior changes 2014

  • 68% of US consumers conduct pre-purchase research on their smartphones at some point in their purchase journey.
  • Among US consumers who research on their smartphones, 37% make the final purchase in a store followed by 35% who make the final purchase on their smartphones.
  • 67% of US consumers conduct pre-purchase research on their tablets at some point in their purchase journey.
  • Among consumers who use tablets for research, 41% end up making the final purchase on tablets, 33% make the final purchase in store, and 32% use the laptop to make the final purchase.

final purchase location 2014

  • 74% of US consumers conduct pre-purchase research on their laptops at some point in their purchase journey.
  • Among consumers who use laptops for research, 52% make the final purchase on laptops followed by 37% who make the final purchase in store and 21% use their tablets to make the final purchase.
  • 60% of US shoppers conducted research in stores.
  • Among the store researchers, 57% end up buying from the store compared to 29% who buy from their laptops.
  • 53% of US smartphone using shoppers accessed the device when inside their homes in 2014 up from 32% in 2013.
  • 76% of tablet using shoppers accessed the device in their homes in 2014.
  • 49% of entertainment shoppers used their mobile device to browse and see options.
  • 48% of telecom shoppers and 47% of auto shoppers used their mobile device to browse and find options compared to 36% of restaurant shoppers.
  • 58% of US shoppers prefer visiting retailer website for product discovery.
  • 33% of US shoppers preferred to access retailer branded apps.
  • Only 13% of US shoppers prefer to discover products and services through opt-in notifications and alerts.
  • 72% of US consumers use their mobile devices to research electronic products.
  • 57% of shoppers in the clothing category and 46% in the shoes & fashion accessories category use their mobile devices to research products.
  • 46% of US consumers research household items on mobile devices and 45% research appliances to discover possible purchase options.
  • 49% of telecom shoppers conduct in-depth research on mobile devices to narrow down their choices compared to 20% of restaurant goers.
  • 61% of smartphone using shoppers and 50% of tablet using shoppers look up possible locations they can visit near them.
  • 52% of shoppers access smartphones and 44% access tablets to look up directions to local stores.
  • 41% of US shoppers accessed smartphones and 42% accessed tablets to look up reviews and decide on which store to visit.
  • 38% of smartphone using shoppers and 32% of tablet using shoppers called local stores asking for information such as opening and closing times, availability of product, and on-going promotions before deciding to visit.
  • 80% of consumers use mobile devices inside a store to enhance their shopping experience, up from 64% a year ago.
  • The most popular way to use mobile devices while in-store is to comparison shop (59%) followed by searching for coupons (48%) and reviews (47%).
  • Retail stores are the top business venue for consumer mobile usage accounting for 31% of mobile connections followed by restaurants (21%), service-related venues (19%) and financial institutions (15%).
  • 28% of in-store mobile usage happens in clothing stores followed by convenience stores (18%) and specialty stores (12%).
  • 52% of US consumers share retail related posts on social media.
  • 51% of consumers visit social media platforms to post pictures of items they are interested to purchase.
  • Only 18% of consumers visit social media sites to post videos of the products they are considering for purchase.
  • On average, 62% of consumers who used a mobile device during the shopping process made a purchase. An additional 16% deferred purchase for a future date.
  • 49% of smartphone using shoppers and 42% of tablet using shoppers complete their purchase within an hour or less of using their mobile device to start browsing for options.
  • On average 65% of mobile using shoppers make a purchase on the same day they started browsing for possible options on the device.
  • 23% of US shoppers who used their mobile device inside a retail store made a purchase on the device itself up from 12% a year ago.
  • For both smartphones and tablets people are most comfortable spending $100-$249. Smartphones outpace tablets for purchases under $250, while tablets outpace smartphones for purchase over $250.

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what marketing tools work in small business

“What marketing tools work in small business”  I was asked many times.

You have a full range of tools and methods:

  1. You know all off-line marketing tools like:
    1. banners
    2. business cards
    3. advertisements in radio,
    4. press,
    5. visual identity – papers,
    6. calendars,
    7. even packages,
    8. off-line catalogs,
    9. trade shows
    10. membership of professional organizations, etc.
  2. On-line tools:
    1. website
    2. email campaigns
    3. affiliate systems
    4. other portals
    5. blogs
    6. podcasts
    7. online catalogs
    8. online shops, etc.
    9. social media
    10. twitter, etc.

Recently I got a request to help one wholesaler that sells interior design products. They had a clear vision and great products to present.

But they forgot about hotels and restaurants as their prospect clients. After analysis I suggested it and some other good tips.

They had to change a little bit their marketing strategy and materials to enter and get such clients.


There is another story for B2B small businesses marketing tools.

There are plenty of tools but you have to be realistic about what you can afford, but more than that, what will actually help you where you are.

If you build your expertize, sell your products to prospective customers, the best and less time and money consuming tools are following:


B2B marketing tools:

1. Consistently post actionable content on your blog.

2. Guest post on sites that have a larger audience than you.

3. Be interviewed on podcasts.

4. Build your email list – better with crm, automation marketing like Marketo, SalesManago

5. Connect with your audience and know what they actually need – use good landing pages, test your website using Optimisely

6. Create, modify products and services on regular basis – to be always on the top of interest.

You noticed that I didn’t mention any Adwords or affiliates campaigns here. Yes, I think that for long term operations, you can successfully operate without it.

Adwords conversion rates dropped rapidly. Too many companies are using it. You will find many tutorials how to differentiate, how to build a successful campaign. All these tutorials are based on history. Please remember that Google is changing all the time its machine.

Of course I can help – I know and use many tools that can be useful for small, medium companies. Some of them can be also applied to huge companies but they use different tools.


2 years anniversary

2 years anniversary!!! Wow! It was an amazing time for me and my co-workers, parters and clients.

My project of helping other companies grew and developed during that time.

Digideo started from business consultancy in e-commerce mainly.

Now we have more services and more business consultancy experience:

  1. marketing outsourcing
  2. e-commerce audits
  3. Magento, Opencart and shopify expertize
  4. marketing strategies setting in Europe and USA
  5. marketing segmentations and competitors analyzis
  6. social media
  7. cooperation with new partners – plus
  8. FMCG consultancy

It is just a beginning of Digideo’s journey.

This year I plan to create a place for DIG IDEAS make happen for all people that would like to start their business.

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Content attracts B2B

” Content attracts B2B Customers” – this is the main outcome of my recent analysis of several American based websites and online stores.

My outcome

My clients, micro and small businesses, were really surprised that they need to update their websites frequently to be visible in Google.

They were even surprised that their content is really not relevant and too old for their clients. Majority of websites were not updated 1-2 years.

They mentioned that the lack of time and resources as well as lack of leads from website caused less attention or lack of their attention.

Most clients use their old network of contacts as a main source of leads and sales. Of course it is a very good approach.

The situation is different if you are starting your business and you are looking for your new customers or you want to grow over your network. P.S. I have the same situation in USA.

My assumptions of your company offer

1. you have great products and services

2. you know your offer is unique


you have to tell your potential customers your story.

This is actually the basis for creating the content. The great content attracts B2B.

The great content can differentiate your from your competitors, can build awareness and next grown your sales.

There is also one strange situation: your content is good, very creative, well designed, very popular ( many visits) but there is no leads.

I had it recently with one of my client.

There was a very simple answer – your clients expect something different or you direct your content to wrong channel of communication. By tweaking your message, you story, you can change the perception and results.

Your marketing efforts have to consider also online possibilities to reach new customers. Young generation is using social media, online searches widely. You need to be there.

Please find below one slide prepared by @Lee Odden. I presents all common channels of communication you can share your story and attract customers.

Some channels can help you in many areas: building awareness, developing advocacy.

  1. As you see all offline and online channels should cooperate and exist together.
  2. you need to check if your online content is visible on different devices: tablets, smartphones ( maybe you need to create a specific story per device)
  3. usability – easy to use, easy to access
  4. catchy and unique message that sells your products and services
  5. I would suggest to add marketing automation software and crm integration for all your channels.

content attracts b2b

Good luck!

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Pricing strategy in e-commerce

With highly competitive pricing tools, winning pricing strategy in e-commerce is extremely important.

Large online retailers like Amazon, e-bay, allegro.pl, merlin.pl have an advantage in competitive pricing, as they can set the price low enough to run smaller retailers out of business. But there are other ways to compete – and it all starts with developing an ecommerce pricing strategy.

1. You need to know your sales margin for all your products, group of products to be able to predict the income and promotions level

2. Your Unique Selling Proposition – it is your competitive advantage – the thing that you are an expert or only you are selling a particular product ( like a product producer ). It can be a free delivery for the order of over $50. It can be also some charity that $1 spent on the order will be transfer to any charity fund.

3. Promotions – offers – many aspects and types of offers you can practice here. But you need to always think about your profit. There are very popular practices like “Buy 3 and get 50% for next” , “Buy 2 and 3 for free”, “Purchase in the next hour and receive 20% off!”

They can help you attract new customers but it can damage some brands in your online store.

4. product segmentation – you need to know your best selling product, low selling with great profit and most important products for you that are in line with your overall business strategy, high selling products. You need to compare them to your competition prices. Some producers will suggest prices and you cannot give any discounts without their approval. It can be very tricky if you have a full stock of their products. You also need to group products into similar ones and comparable by usage, consumer type, etc. to better prepare your pricing.

pricing strategy5. customer segmentation – there are different types of customer segmentations: statistical, style related and many others depending on your business type. There are customers that are looking only for sales, promotions. There are customers that are looking for particular product. In both cases you can use a shop application to propose them up-selling, cross-selling or similar products. Most shopping platforms have such feature.

6. your product offer should be interesting and diversified. You need to monitor your sales and trends. Google Analytics will help in it as well as other e-commerce platform statistics, your shop statistics. You know that there are some seasonal ups and downs for some products and services. It is obvious that in majority of online shops 80% of products have to be in your offer, 10% are stars that you sell them very well, 10% are fashion related and fast moving as well. Simply you need to monitor your clients expectations and popularity of products.

We can help in analyzing all these aspects.






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Content is a king

Content Marketing and Search Engine Optimization (SEO) are two critical components of inbound marketing. Recently I read a few interesting articles about it. These is a summary of my findings.

The larger the organization, the more challenging it is to get approval and buy-in to build a sustainable content marketing program that will significantly move the needle in SEO

Your content marketing strategy will provide the biggest boost to your organic search visibility if you follow these four rules:

1) Know your key personas

2) Know and write to all stages of the buy cycle

3) Talk outside-in vs. inside-out

4) All write in the same direction

Know Your Key Personas

We all know how important it is to know your customers, core audience and key personas on the web. This applies directly to the content you create – especially for B2B companies – that usually have a limited content creation budget.

The clearer the picture of your personas are, the more targeted your content creation will be resulting in higher quality visitors that are closer to your ideal prospect.

Simply answer following questions:

• What are the main types of business problems the persona typically needs to solve?

• How does your product or service provide solutions to these problems?

• What are some specific tasks the searcher wants to accomplish?

• What are some sample search queries the persona might use?

• What can the site provide that will cause the searcher to accomplish this task?

• What is your business goal for the visitor? Lead gen? Newsletter sign-up? Sale? Inspiration?

• How will the searcher be motivated to complete this business goal? i.e., what’s the offer or incentive? What is the call-to-action?

With this intimate knowledge of your audience in hand, you can craft more relevant keyword and content topics.

Know and write to all stages of the buy cycle

Here are the four main stages of the buy cycle to build content for and the appropriate types of format for each:seo-content marketing

 Author: Scott Fasser, VP of Customer Experience at Optify


Talk outside-in vs. inside-out 

Knowing your key words that web users use via a search engine can help you drive a new way of your brand communication as well as modifying your basic message.

SEO helps reach more customers in an inexpensive way. If you don’t like words your clients find your company via search engine, you can invest your time and money into the keywords more relevant to you. But a wiser thing is to use what you have and create different communication by using your current key words.

The lesson here it to review your current and future messaging from the point of view of a persona that does not know about your brand, focus on true differentiation/value proposition and create content that they will understand without needing an explanation. Finding that balance between pushing new concepts and terms vs. serving the market where it exists today is an important input into your content marketing planning.

Write in the Same Direction

Content creation and SEO is no longer limited to the marketing department and copywriters. Blogs, social media, press releases, video, podcasting, etc. has created many ways to easily publish content to your company and other industry related sites. Profiles on Facebook, LinkedIn, Twitter, SlideShare, Pinterest, Google + mean that there are MORE places to fill with content. All of this communication impacts your brand and visibility – positively or negatively.

One of the most important things you can do to amplify your content strategy is to get as many people in your organization to understand how their work can impact the SEO program and what they should to contribute. By giving them the education and the game plan for what key messaging and keywords are reinforces the central promise of your business.

Simply one voice and one direction = you are the king.