Digital E-Export: E-commerce, Marketplaces, SEO, SEA, Social Selling and E-marketing for B2B & B2C

This book explains the key elements of the next generation of international trade, a domain that is increasingly empowered by the forces of digital transformation. Built on the success of the seven books of The Digital Exporter Series. Digital E Export includes a comprehensive update, international case studies, actionable tips, and step-by-step explanations on how to enhance businesses across channels and borders.

In the first section, Digital E-Export explores the essential steps for formulating an effective international digital strategy. In section two, you will discover a complete array of helpful tools for online sales in cross-border e-commerce and marketplaces. Section three reveals the secrets behind global search engine optimization (SEO) and advertising (SEA). Finally, section four will show you how to navigate the complexities of running multilingual social selling and e-mailing campaigns.

Section 1: Get on The Road Wisely With the Best E-Export Strategy!
  • THE WEB IS NOT THE INTERNET
  • THE ART OF CLIENT-SERVER DYNAMICS
  • EXPORT 2.0: THE DIGITAL TRANSFORMATION OF EXPORT
  • BROWSERS AND SEARCH ENGINES ON THE INTERNATIONAL SCALE
  • INTERNATIONAL WEBSITE TYPES AND DOMAIN STRUCTURES
  • .CO.UK, .DE, .IT, .COM, … WHAT DOMAIN NAME FOR EXPORT SUCCESS?
  • YOUR BRAND OR YOUR KEYWORDS?
  • LESS LOCAL, MORE GLOBAL
  • TAILORING YOUR BRAND FOR OVERSEAS AUDIENCES
  • THE CRITICAL POINTS TO CHECK ASAP
  • THE RISKS OF OUTSOURCING BRAND MANAGEMENT FOR EXPORT
  • BAD TRANSLATIONS
  • ARE AUTOMATIC TRANSLATIONS BAD?
  • TRANSLATION VS TRANSCREATION VS WOR(L)D-READY TEXTS
  • INTERNET CONNECTS MACHINES; LANGUAGES CONNECT PEOPLE!
  • HOW MUCH DOES IT COST?
  • INTERNATIONALIZATION: WHAT IS IT?
  • LOCALIZATION: WHAT IS IT?
  • GLOBALIZATION: WHAT IS IT?
  • THE ‘GENERALIST SPECIALIST’ AND THE POWER OF VERSATILITY
  • THE SPECIFICITIES OF E-COMMERCE
  • GOOGLE ANALYTICS
  • GOOGLE SEARCH CONSOLE
  • THE TOOLS OF OTHER SEARCH ENGINES
  • ADVANCED SEARCH IN LOCAL GOOGLE
  • GOOGLE KEYWORD PLANNER
  • GOOGLE MARKET FINDER
  • GOOGLE TRENDS
  • MULTICHANNEL, CROSSCHANNEL, OMNICHANNEL
  • INTERNATIONAL MULTICHANNEL DIAGNOSIS
  • TRADITIONAL EXPORT
  • + MULTICHANNEL EXPORT
  • = E-EXPORT!
  • T.O.S.C.A., NOT ONLY FOR OPERA LOVERS!
  • T: TARGET
  • O: OBJECTIVE
  • S: SEGMENTS … AND PERSONAS
  • C: CALL-TO-ACTION
  • A: ANALYTICS
Section 2: Unlocking Limitless Sales Through Cross-Border E-commerce and Marketplaces
  • SAAS, OPEN-SOURCE, CLOUD, … WHICH ONE TO CHOOSE?
  • CROSS-BORDER E-COMMERCE MADE EASY WITH A CMS: THE MAGIC OF WORDPRESS
  • AND THE WINNER IS
  • BIENVENUE, 欢迎, WILLKOMMEN! WHAT AND WHERE TO TRANSLATE?
  • HOW TO DO IT ON WORDPRESS.ORG
  • HOW TO DO IT ON SHOPIFY
  • IMPORT/EXPORT DUTIES AND COMPLIANCE
  • VAT: FROM A NIGHTMARE TO A DREAM
  • OPTIMIZING CROSS-BORDER ONLINE PAYMENTS
  • CROSS-BORDER FULFILLMENT: YOUR THREE BEST OPTIONS
  • WHAT ARE THE MANDATORY NOTICES FOR CROSS-BORDER E-COMMERCE?
  • THE MARKETPLACE, AN E-COMMERCE LIKE NO OTHER
  • MARKETPLACE VS. E-COMMERCE: WEIGHING THE PROS & CONS
  • INTERNATIONAL B2C MARKETPLACES
  • IS GOOGLE SHOPPING A MARKETPLACE?
  • HOW TO GET STARTED ON B2C MARKETPLACES
  • HOW TO GET STARTED ON B2B MARKETPLACES
  • WHY B2B AND B2C MARKETPLACES ARE DIFFERENT
  • SALES TAXES & DUTIES ON THE INTERNATIONAL MARKETPLACES
  • SELLING IN CHINA VIA TMALL GLOBAL
  • TMALL VERSUS TMALL GLOBAL
  • HOW MUCH DOES IT COST TO SELL ON TMALL GLOBAL?
  • SELLING IN CHINA VIA JD WORLDWIDE
  • JINGDONG’S ONLINE BUSINESS MODELS
  • HOW MUCH DOES IT COST TO SELL ON JD WORLDWIDE?
  • WHY JINGDONG?
  • ZALANDO REQUIREMENTS AND SELECTION
  • ZALANDO INTEGRATION AND COSTS
  • ZALANDO’S COMMISSIONS AND FULFILLMENT
  • PRODUCT- OR STORE-ORIENTED: TWO OPPOSITE BUSINESS MODELS
  • CONSUMER PROFILE AND CONTENT
  • HOW MUCH IT REALLY COSTS TO SELL ONLINE IN JAPAN
Section 3: SEO & SEA Secrets for International Client Acquisition
  • BROWSERS AND SEARCH ENGINES: A TALE OF TWO CONCEPTS
  • PANDA, PENGUIN, COLIBRI, PIGEON … IN THE ZOO OF GOOGLE’S ALGORITHM
  • HISTORY OF MAJOR GOOGLE ALGORITHM CHANGES
  • EXPORTING IN THE DIGITAL AGE AND THE POWER OF SEO
  • LOCALIZED SEO VS. INTERNATIONAL SEO
  • HOW TO CAPTURE ONLINE TRAFFIC AND PROSPECTS INTERNATIONALLY
  • TARGETING BY COUNTRY OR BY LANGUAGE?
  • THE CHALLENGES OF INTERNATIONAL TARGETING
  • TARGETING BY COUNTRY
  • TARGETING BY LANGUAGE
  • ON-PAGE SEO FOR E-EXPORT
  • OFF-PAGE SEO FOR E-EXPORT
  • BUILDING BACKLINKS ABROAD
  • IS YOUR WEBSITE INDEXED ABROAD?
  • DOS & DON’TS OF INTERNATIONAL SEO
  • ONE OR SEVERAL KEYWORDS FOR EXPORT SALES?
  • HOW TO FIND THE RIGHT KEYWORDS FOR INTERNATIONAL GROWTH
  • SOME FREE OR PAID TOOLS
  • SEMANTIC WEB AND STRUCTURED DATA
  • HOW TO INTEGRATE THEM INTO AN INTERNATIONAL WEBSITE
  • DUPLICATE CONTENT ISSUES AND THE ‘HREFLANG’ TAG FOR INTERNATIONAL WEBSITES
  • DOMAIN MIGRATION
  • MIGRATING A LOCAL WEBSITE TO AN INTERNATIONAL ONE
  • EXPORTING TO CHINA WITH BAIDU
  • EXPORTING TO RUSSIA WITH YANDEX
  • EXPORTING TO SOUTH KOREA WITH NAVER
  • EXPORTING WITH BING AND YAHOO!
  • FREE VS. PAID WEB MARKETING
  • THE SIX ‘Ss’ ON THE INTERNATIONAL SCALE: SEO, SEA, SEM, SMO, SMA, SMM
  • SEO/SMO OR SEA/SMA FOR E-EXPORT?
  • RUNNING EFFECTIVE ADS ABROAD WITH GOOGLE ADS
  • GOOGLE ADS VS. GOOGLE SHOPPING VS. GOOGLE SHOPPING ADS
  • HOW TO RUN GOOGLE SHOPPING ADS INTERNATIONALLY?
  • CSS VS. GOOGLE SHOPPING ADS
  • SET YOUR INTERNATIONAL BIDDING
  • INTERNATIONAL SEA BEYOND GOOGLE
  • SEA ON BAIDU IN CHINA: HOW MUCH DOES IT COST?
  • HOW DISPLAY ADS DRIVE GLOBAL GROWTH
  • CHOOSE YOUR DISPLAY
  • RETARGETING, PROGRAMMATIC AND NATIVE ADS
  • FINAL TIPS FOR INTERNATIONAL DISPLAY ADS
  • HOW TO DO SMA FOR E-EXPORT
  • INTERNATIONAL ADS ON META
  • INTERNATIONAL ADS ON LINKEDIN
  • WHY INFLUENCE MARKETING? AND WHICH TYPE?
  • INFLUENCERS FOR E-EXPORT
  • FINDING THE RIGHT INFLUENCERS IN FOREIGN MARKETS
  • YOUR ACTION PLAN FOR INFLUENCERS
  • INFLUENCERS IN CHINA
  • AFFILIATION: WHAT IS IT?
  • AFFILIATION: HOW DOES IT WORK?
  • INTERNATIONAL MEDIA RELATIONS
  • PR/MR KEY POINTS FOR E-EXPORT
  • CPM, CPC, CPL, CPA, PPS: DIFFERENT BUT THE SAME EVERYWHERE
  • DARK SOCIAL: MAY THE FORCE BE WITH YOU!
  • IS SEO DEAD? NOT SO FAST!
  • FINAL POINTS ON PAID LEVERS FOR DIGITAL E-EXPORT
Section 4: Social Selling & E-Marketing to Boost Your International Brand
  • YES #1 – BRAND AWARENESS 
  • YES #2 – INTERNATIONAL SEO
  • YES #3 – SOCIAL SELLING
  • GLOBAL PLATFORMS
  • INSTANT MESSAGING FOR EXPORT BUSINESS
  • ‘BORDER-FREE’ NETWORKS AND THEIR IMPLICATIONS FOR BUSINESS
  • THE LOSING GAME IN B2B SOCIAL NETWORKS: VIADEO VS. LINKEDIN
  • IDENTIFY RELEVANT SOCIAL NETWORKS
  • HOW TO SET INTERNATIONAL EDITORIAL GUIDELINES
  • HOW TO SET INTERNATIONAL EDITORIAL CALENDAR
  • BUZZ = VIRAL CONTENT = VISIBILITY = BRAND AWARENESS = SALES
  • COMMON MISTAKES
  • A GLOBAL PAGE + MARKET PAGES
  • A COUNTRY PAGE + STORE PAGES
  • A GLOBAL PAGE + MARKET PAGES + STORE PAGES
  • KEY BENEFITS OF THESE PAGE STRUCTURES
  • MULTILINGUAL POSTS TECHNIQUES
  • READING IN MULTIPLE LANGUAGES
  • KEY THINGS FOR INTERNATIONAL BUSINESS ON INSTAGRAM
  • MULTIPLE LANGUAGES OR AUTOMATIC TRANSLATIONS
  • THE RIGHT #HASHTAGS FOR INTERNATIONAL REACH
  • KEY THINGS FOR INTERNATIONAL BUSINESS ON LINKEDIN
  • A SINGLE MULTILINGUAL PAGE OR ONE PAGE PER COUNTRY?
  • INTERNATIONAL HASHTAGS ON LINKEDIN
  • SOCIAL SELLING, WHAT IS IT?
  • CROSS-BORDER SOCIAL SELLING ON FACEBOOK & INSTAGRAM
  • SOCIAL SELLING ON OTHER PLATFORMS?
  • IS CONTENT KING OR A TSUNAMI?
  • THE RELATIONSHIP BETWEEN INBOUND MARKETING AND CONTENT
  • WHY IS CONTENT IMPORTANT FOR YOUR INBOUND MARKETING?
  • LOCAL VS. INTERNATIONAL INBOUND MARKETING
  • INBOUND VS. OUTBOUND MARKETING FOR E-EXPORT
  • BUILD YOUR INTERNATIONAL INBOUND MARKETING STRATEGY
  • INTERNATIONALIZE YOUR LOCAL INBOUND MARKETING
  • EFFECTIVE INTERNATIONAL CONTENT
  • EMAILING OR NEWSLETTER?
  • FREE OR PAID?
  • COMMUNICATE AT THE RIGHT TIME AND IN THE RIGHT LANGUAGE
  • THE BENEFITS OF MARKETING AUTOMATION FOR DIGITAL E-EXPORT
  • HOW TO USE MARKETING AUTOMATION FOR DIGITAL E-EXPORT
  • THE KEY WORKFLOWS FOR E-EXPORT
  • THE RIGHT MARKETING AUTOMATION TOOLS FOR DIGITAL E-EXPORT
Conclusions: The Triad for Success: Costs, Organization, And Time
  • COSTS: BUILDING YOUR E-EXPORT BUDGET
  • ORGANIZATION: TIPS FOR DIGITAL E-EXPORT
  • TIME: HOW LONG IT TAKES TO ACHIEVE RESULTS?
  • HOW DIGITAL DARWINISM CAN STRENGTHEN EXPORT
  • FINAL THOUGHTS
  • SOME PRACTICAL DATA
  • FREE & PREMIUM TOOLS TO CHECK SELLER PERFORMANCE ON AMAZON AND OTHER MARKETPLACES
  • TOOLS TO ANALYZE THE SEO PERFORMANCE ACCORDING TO THE GEOGRAPHICAL POSITION OF INTERNET USERS
  • CHROME EXTENSIONS TO ANALYZE SEO PERFORMANCE
  • GOOGLE’S TOOLS
  • TOOLS TO ANALYZE STRUCTURED DATA
  • TOOLS TO CHECK MOBILE PERFORMANCE
  • TOOLS TO CHECK BACKLINKS PERFORMANCE
  • FREE TOOL TO FIND OUT WHICH TOOLS YOUR COMPETITORS USE
  • FREE TOOLS TO MEASURE SEA CAMPAIGNS
  • GOOGLE SEARCH OPERATORS
  • FREE AND PAID TOOLS FOR SOCIAL MEDIA
  • MARKETING AUTOMATION TOOLS