Promote Your Business Internationally (2 of 4) – Developing the Campaign

Yesterday we pointed out the phenomenal growth U.S.-based businesses are experiencing within international markets. Today, let’s talk about the nuances of developing an international search marketing campaign.

Working hand-in-hand with our client’s sales and marketing staffs, we leveraged internal intelligence of the marketplace dynamics and refined the campaign strategy to ensure that we not only developed a solid structure for the search marketing campaign, but also established internal processes to service the leads. Our client had sales professionals already on staff who spoke both Spanish and Portuguese.

We created four new optimized pages on the site for the client’s top two product lines, two pages in Spanish and two pages in Portuguese (targeting Brazil). We placed a small pay-per-click advertising campaign on Google targeting Latin American countries, with the ad copy and landing pages in Spanish. Finally, we distributed a handful of optimized Spanish-language press releases targeting the same countries via AmbosMedios which is PRWeb’s Spanish-language version. These press releases showed up in the search engine results along with our optimized pages and pay-per-click ads, and helped us take up more than our fair share of real estate on the results pages. Our visibility extended to all major search properties used in Latin America, including UOL and Terra.

As mentioned previously, results were nothing short of astounding, but we’ll get to the specifics of that in our last write-up on Friday. Tomorrow’s third installment will cover market-specific challenges to be faced within international search marketing.