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tl;dr Tips to help advertisers expand their global presence by curating content for local audiences.

· Issue 30 · May 2015

3 Tips to

Maximize Global Reach by Lisa Tufts Lisa Tufts

A

lthough your business may ship worldwide, you

ship to Canada, add Canada Day sales to your copy. This small

might not be doing the right things to attract a

change will show that you’re in tune with the people of that

global audience. Here are a few tips to help your

country and proud to service them.

affiliate program succeed on a global scale.

Allow them to browse products in their currency, so they know exactly what their cost will be. If you supply publishers

Be Aware of Cultural and Regional Differences It’s good to keep in mind that each new country you launch in is different from the next; so, be thoughtful when

with a product feed in a country-specific program, be sure to remove any products that can’t be shipped to that country from the product feed.

setting up promotions for events or seasons. Words, phrases,

Failure to do so will cause confusion for the customer. On the

and colors might mean something different in another coun-

site, be specific about where items can and cannot be shipped.

try than what you’re used to. Keep in mind that depending on the hemisphere, the sea-

High Shipping Costs

sons might be different- promoting winter coats to Australia

Shipping costs are probably the biggest hurdle when sell-

in December wouldn’t be relevant and probably wouldn’t get

ing products internationally. In some countries, even domes-

much traction.

tic shipping can be pricey. When I was living abroad, I wanted to order some things

Have a Global Presence with a Local Feel

from my favorite store back home. However, the shipping cost

With e-commerce booming around the world, we’re now

made me walk away from the purchase, as the cheapest ship-

more of a global community with international trends cross-

ping option was more expensive than the total of the items I

ing many cultures. The borders are becoming less of an is-

was buying.

sue, but still it seems some advertisers get stuck in the same promotions.

If margins allow it, try to run free or reduced shipping offers for international customers every once in a while, or have

It’s always good if you can call out, in your copy, an event

a standard high threshold order for free or reduced shipping.

unique to that country. For example, many stores have 4th of

Doing so will encourage shoppers to buy more products from

July sales that start early. Canada Day is July 1st. So, if you

your store in order to get the free shipping deal.

Lisa Tufts is the International Marketplace Manager for SHOP.COM/Market America.

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Profile for Affiliate Summit

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This issue of FeedFront Magazine includes Is Your Business Planted or Buried? by Shawn Collins, 3 Common PPC Management Mistakes by Miles Ol...

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This issue of FeedFront Magazine includes Is Your Business Planted or Buried? by Shawn Collins, 3 Common PPC Management Mistakes by Miles Ol...