The WV Development Office received funding from the Appalachian Regional Council to help West Virginia businesses export their products. We created a plan to maximize the number of businesses that could participate in two separate phases. Find out how we were able to help 13 different companies reach new international markets.
Exports have been the unsung hero of the U.S. economy – growing three times faster than GDP product since 2005. Digital marketing for export business allows companies with international interests to tap into that opportunity without the time and financial costs associated with global travel.
96% of all customers reside outside the U.S., yet only 1% of U.S. businesses export. Less than 0.5% export to more than one country. This shift in global economics furthers the need for U.S. based businesses to extend their presence in emerging global markets to increase growth.
Acknowledging this landscape, the West Virginia Development Office (WVDO), through Appalachian Regional Council funding, reached out to agencies for help in designing a program to help WV businesses increase their exporting. WVDO selected Direct Online Marketing’s plan to develop a strategy to improve digital marketing for export business to assist more than a dozen companies.
The companies were as diverse in their industries as they were in their targets, representing eleven different industries targeting nine countries and seven languages. Sites ranged from specialty shoe manufacturers with eCommerce capabilities to large scale mining equipment.
In order to help the maximum number of companies, we developed a short-term program to allow them to receive as much data as possible. The learnings were key; we wanted to ensure they could take this information and apply it to their own efforts for future success. We developed a program in two phases.
PHASE 1: SEARCH ENGINE OPTIMIZATION We performed a full Search Engine Optimization (SEO) analysis of their websites and created a strategy for entering the global market, targeting one market for each company. Each company received:
PHASE 2: PAY-PER-CLICK ADVERTISING Based on the keyword research from Phase 1, we then ran short, one-month search engine advertising campaigns. Most campaigns were on Google; one was on Yahoo! Japan. Each company received:
The main purpose of the project was to help businesses get more data to determine if a country held demand for them. Companies could then use the information to evaluate markets for:
In addition to this data, we were able to drive results for many of these companies, including: