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> Frenchies tips US companies on marketing the European web

Does your company conduct business in international markets? If your answer is "yes", know that search engine advertising is becoming an easier and less expensive Internet marketing tactic to reach this audience. The field of international search is quite young; companies quick to execute keyword advertising are still finding limited competition and great prices.
Making this process easier is the handful of U.S. search engines that are expanding their reach into foreign countries, allowing American-based companies to easily market overseas by extending their current keyword buy through U.S. channels. This is a blessing for marketers. No expensive calls overseas, or deciphering language and cultural communication differences. No hassles dealing with multiple foreign currency rates and contracts. Ah, the ability to market internationally is becoming nearly instantaneous and painless.
Don't rule out home-grown international search engines, however. Yahoo! France is a good way to reach the French, but understandably, "les Français" are going to be loyal to their own search engines like Wanadoo (www.wanadoo.fr). Even though American goods are desirable overseas, U.S. companies need to make an effort to identify with local residents. This effort begins by advertising on the search engines where international shoppers hang out.
Before U.S. companies jump into the international search engine game, they should be aware of the significant differences that exist when marketing to an international audience. Simply because search engines make it easier to do so, doesn't mean success is guaranteed. The following tips lend insight into a few of the anticipated challenges along this journey.

Tips for International Marketing
Parlez-vous français? Sprechen Sie Deustche? Promoting a U.S. business on international search engines isn't solely about using the appropriate language. Referencement.com, an international search engine marketing agency based in France, shares a few tips on how to achieve success with the European audience. These may very well apply to other continents as well, including Asia and Latin America.

Sell Brand over Price
Perhaps American have had several years of shopping online and are comfortable with the buying process. Or, maybe it's part of our culture to "find the best deal" wherever we shop. This is not to say that international shoppers aren't seeking good prices on the web, but apparently, it's not their number one concern_or at least when U.S. companies are competing with well-recognized brands can achieve success, but the first secret to market their famous names instead of price.

Soften the Promotional Pitch
When it comes to business, Americans are quick to discuss proposals and associated fees. A relationship between two companies begins once the contract is signed. When I worked in France, I observed that developing a relationship preceded and business transaction. If other countries operate like the French, then I can see how the American style of business can seem aggressive.
Referencement.com recommends that U.S. companies can forge a relationship-style approach to marketing by providing more information and softening their "buy now" rhetoric. History, quality, ratings, testimonials, and benefits are strongs buying incentives to use that don't appear pushy. A promotional offer shouldn't be used as the main selling point, but it can certainly close the deal.

Think Localization, Not Translation
Using a foreign language in your search engine listings and on your respective landing pages isn't enough to win over global customers? There are idiomatic expressions that automated translation tools don't address. Additionally, new photos might need to be commissioned showing that culture's lifestyle, not an American one. These differences in language and images, if overlooked, can be unsettling, if not offensive, to the local consumers. All of the creative components of a search engine campaign _ from ad listing to landing page _ should be tailored to a particular regional audience. U.S. companies that then go even further and offer an international sales or customer service office become more appealing than a U.S. competitor who appears, and is, so far removed from their international customers.
U.S. companies with international marketing divisions are well acquainted with these challenges, as well as a myriad of others. American marketers who are ready to step into this arena for the first time, and are comfortable with the aforementioned challenges, are probably now wondering "On which international search engines should I start?"

International Search Engine Popularity
Interest in U.S. search engine marketing has contributed to an expansion of research in this area. International search engines haven't received the same kind of press as their U.S. counterparts...yet. Although fewer American companies sell products or services beyond U.S. borders, numerous big brands as well as specialized boutiques are interested. As such, expect more information on international search to become available.
Going forward, advertisers can look to Pay-For-Placement (PFP) search engines as a one-stop international marketing solution. Espotting, for example, power 850 million queries a month across Europe. Their key distribution partners in Europe include Yahoo! Europe, Lycos, UK Plus, Tiscali, Web.de, and O2. As this book goes to print, a merger between Espotting and FindWhat.com is under negotiation. Should it go forward, advertisers can look to a new entity that will power 2.25 billion queries a month across 11 countries including the United States, the United Kingdom, France, Germany, Spain, Italy, Sweden, Denmark, Norway, Ireland, and Switzerland.
Country-specific PFP search engines will likely pop up, too. It'll be so much easier for companies to market on one search engine that provides search results to a site distribution network focused on one country's users.
Whether you're marketing in the United States or abroad, regional targeting is coming to a search engine near you. This new capability promises to direct consumers in the geographic markets you serve to your web site.