<img height="1" width="1" style="display:none;" alt="" src="https://dc.ads.linkedin.com/collect/?pid=57470&amp;fmt=gif">

Schedule a demo

We’ll show you how our platform works so you can see for yourself what Skubana can do.

Someone from our team will contact you shortly

Sellers Circle: Growing Your Customer Base - Recording

Featured Post Image

Did you know the global ecommerce market is expected to total almost $5 trillion in 2021? Now, more than ever it is time to expand your customer base!

Automation can help you grow your business fast and with ease. Join Skubana, Weglot, and Refersion to hear from experts on how to take advantage of the ecommerce boom! You will learn how to grow into a DTE seller, strategies for brand awareness, and new marketing trends that make an impact.

In this webinar, we will cover the following:

🛒 DTC Turning Into Direct-To-Everywhere (DTE), Skubana

🌏 Global Ecommerce Strategies, Weglot

🌟 Influencer Marketing Reach and Rise in Popularity, Refersion

Watch the replay right here or read the transcript below:

Growing Your Customer Base_play

Transcript

Ashley Brown:
Hello, everyone. Welcome to our Skubana hosted webinar, Seller Circle, Growing Your Customer Base. Typical to most webinars, we're going to give people just a couple more minutes to join in, but I do want to check in. Where are you tuning in from?

John Ashley:
Oh, Ashley. I think we lost it for just a second. What was that?

Ashley Brown:
Oh, sorry, my computer. It's so inconvenient. Sorry. I was just wondering where you're turning tuning in from.

John Ashley:
So I am located in Austin, Texas.

Ashley Brown:
Oh, nice. Michelle, what about you?

Michelle Frechette:
I'm in Rochester, New York.

Ashley Brown:
All right. We've got a good scope of the US Hai Yen, what about you?

Hai Yen:
Sorry. I'm in Orange County, California.

Ashley Brown:
Nice. We've got the coasts and the middle of the country covered. So with that, I'll go ahead and dive right in. So, like I said, today we will be covering how to grow your customer base. Joining us is Refersion and Weglot. Starting off with a couple housekeeping rules. On the right side, you'll see the chat Feel free to go ahead and drop in some information about yourself, your LinkedIn, if you're here to network, where you're tuning in from, west coast or east coast, who's here today and then feel free to use that also throughout the presentation, just to be, you know, engaged. And if anything comes up that you're interested in or want to share. And then next to the chat tab is the question tab. We also highly recommend you use this as well. If you have any questions during the webinar, please drop your question in there. And then at the very end, we will have a Q and A for all of our speakers today. So make sure you're using the chat and the questions. We want to hear from you guys. And then it's time to meet our speakers. We have John Ashley from the Skubana side. We have Hai Yen Duong from Refersion, and then we also have Michelle Frechette from Weglot. So, welcome everyone. And with that, I will roll it over to John who will be kicking us off today.

John Ashley:
All right. Well, hey, thanks for the introduction, Ashley. Excited to be here today. Thanks everyone, too, for joining us. So, very quickly for anyone who isn't familiar with Skubana, Skubana an e-commerce operations platform that helps marketplace sellers unify their data across all sales channels and automate their backend operations, really in an effort to help our customers grow their businesses with clear real-time data visibility in a single system. We support and automate activities in all these operational areas from order management to inventory, to forecasting and purchasing and everything in between. Our goal is to keep you nimble, which is typically a foundational element of success for most brands. We believe today's online retailers need to be direct to everywhere. It's no longer scalable to stay on a single channel. So we make it possible to expand while staying organized by seamlessly connecting your sales channels and fulfillment centers. You know, that includes FBA or sales channels. You know, Amazon, Walmart, of course, Shopify, big commerce. So you can manage your operations in a single system. So, first, I want to highlight the growth we've been seeing for global e-commerce. This year, the market is expected to hit almost $5 trillion, which is wild. This growth combined with the current state of the world has caused a major supply chain hurdles and that can't be ignored. Deloitte recently revealed that nine out of 10 companies are making significant investments to improve their supply chain resilience for this reason. So, strong supply chains, not only make you more nimble, but additional power to launch and grow go-to market strategies. This goes without saying, but if you don't have inventory, you can't sell anything and you definitely can't reach new customers. So shipping rates and delivery times could continue to stretch especially as the holiday season approaches. So, you need to be prepared now, if not yesterday. So now, that we've covered the current state of e-commerce, let's take a look at your current state. How are you owning your brand? Do you have an Amazon presence? Are you maintaining this presence? Amazon is rolling out new features and perks for brands, it seems like every day now, so you can build a custom website page, offer a subscription option and manage customer engagement. Amazon now allows United States brands to email their customers if you're enrolled in their brand registry program. So this feature allows you to send email marketing materials to shoppers who have opted to follow their brands. You can then notify those customers when you launch a new product or a promotion. And speaking of promotions, it's also extremely important to embrace social media. 83% of Instagram users say they find new products or services just by browsing the platform. Instagram's shopping tab makes this especially easy. Tik Tok is also taking off and increasingly becoming a great spot for product demos. Yeah. So diversifying your customer interactions will increase your brand awareness and recognition. So if you sell on at least one of these sites, in addition to your own website, your revenue will increase by 38%. Plus if you add a third channel, your revenue will increase by 120%. So, don't spend all of your ad money in one place where potential customers are everywhere. Ranking for SEO keywords is also key. Branded and non-branded terms are both valuable. So try to rank for them both. So in order to rank, you need to show up when your potential customers are looking. Some people are hesitant about joining the world's largest marketplace, but Amazon is not only the Google of shopping, but becoming a go-to for searching the web, in general. Some brands are hesitant to sell on Amazon due to misconceptions about the level of control and opportunity on the platform. They believe the audience that shops on Amazon doesn't fit their ICP listing and advertising fees are making the marketplace unprofitable or copycats deter shoppers from purchasing authentic products. So, avoiding Amazon can cost brands revenue and opportunities to expand. Even if brands stop working with Amazon, shoppers can still purchase their products from third party sellers. For example, the keyword 'Away Luggage' is getting roughly 75,000 monthly Amazon searches, but luggage is being searched like 1,179,000. So by not having a product on Amazon, Away is missing out on at least 75,000 monthly brand searches. So speaking of search ability, I want to dig deeper into tracking where people are looking. So being direct to consumer is no longer enough. As we've seen, consumers are everywhere so you need to be direct to everywhere in order to maintain and increase business growth. Eyeball share becomes market share, which includes channel diversification. Amazon isn't the only sales channel that has been continue to experience record surges. If you're on Amazon, try expanding to Shopify or vice versa. When doing this, it's also imperative to be ready to fulfill orders everywhere. De-risk sales channels and create consistent customer experiences, wherever you sell. Thus creating repeat customers, they can also then become brand advocates, and of course brand advocates are invaluable. So brand advocates and customers can help you remain innovative, especially on Amazon. Customers are consistently talking and sharing their feedback and opinions. Listening helps identify defects, competitors, and lackluster products. The voice of your customer's dashboard on Amazon is where you can use feedback to optimize your product listing. So monitor whether your listings have been suppressed because of poor reviews and resolve any systemic issues. Outside of Amazon, it's important to understand the value and frequency of your returning customers. This helps you predict future sales and increase your optimization. So now that you've listened to your customer's feedback, it's time to enhance your branded content. Never stay happy with the status quo. Create custom images, videos, and helpful content. Use feedback from your brand advocates and current customers to understand their needs, so you can add value to their experience. An example of a brand who's investing and standing out is Gap. Gap is partnering with a startup that makes 3D avatars to help potential customers visualize how the clothes would fit on them. So Gap's chief growth transformation officer said they saw a clear point of friction for their customers and created a way for them to feel more comfortable. So by standing out from other commoditized listings, Gap has created a unique experience and partnerships like these are becoming more and more common. So brands that want to experience significant growth, they need to throw away the notion that they need to scale within a market completely on their own. Creating a strategic brand partnership gives you less brands to compete against. It helps you quickly expand your audience while sharing resources, as well as gives insight into another aspect of the industry. So by gaining access to each other's audiences, you can leverage the power of what you know, while getting quick access to the intellectual property of your partners. This provides the potential to give your brand exposure it wouldn't have been able to get independently, or it would have taken a significant amount of time to get. So successful partnerships are based on a related activity, a product offering, audience segments, or a company values mission, you know. So the partnerships don't need to be grounded in your products, but it should be grounded in the overall values that both companies share, so the partnership is authentic. Partnerships should also have clear boundaries for what information is shared. A division of work, core responsibilities for each party, and results tracking. So that's optimal. Success can be enjoyed by both parties while becoming more direct to everywhere. For example, during the height of the pandemic Hedley and Bennett kitchenware brands partnered with Skubana's co-founder company, Think Crucial. And they cross sold Think Crucial air filters and Hedley and Bennett's reusable and washable protective face coverings. As a result, both companies experienced a tremendous increase in sales and helped a great number of people. So when implementing new strategies, it's important not to forget the data. Unified data can help determine which combinations of channel, warehouse, products and shipping providers are the most profitable. Data can help you pick new skus and where to expand them to. Data automation can save you and your team hours of time, allowing you to focus on other areas of your business. The real-time updates and quick snapshots Skubana provides, make selling direct to everywhere, less intimidating and easier to manage. Having a pulse on your inventory should be one of your top priorities because product availability is a main concern for your customers. For this reason, you want to avoid under stocking at all costs. Findings show that when it comes to holiday shopping online, the number one thing consumers care about is product availability. So thus, running out of stock is not only a disappointment for the potential customer, but for you as well. I mean, let's be realistic though, with poor inventory management, and if stock outs do occur, it's not the end of the world. It's just important to make sure that they aren't being marketed or pushed out further to your customers. So even more important, stock outs are preventable. So with Skubana, you can set automatic reorder alerts that notify you when stock hits a certain threshold, making sure you don't run out. With Skubana, you can also automate your purchase orders. We reorder for you and strategically create a PO for you, upon your approval. So Skubana helps you optimize reordering and increase product profits based on live inventory counts, sales velocity, and landed cost tracking. So we track accurate reorder points per SKU and create automated purchase orders based on demand. So that your fast moving products are staying in stock and you're not missing out on sales. So we provide you a system where you can monitor sales velocity, channel profitability, and critical inventory levels across your warehouses to avoid fees associated with overselling and wasting cash on inventory you don't need. It's essential now more than ever to stay nimble. Don't let shipping fulfillment be the reason you sink. Overcome management mayhem with Skubana. Overall, cross channel reporting with detailed data on revenue order and units sold will help when it's time for you to expand. Being able to respond to new orders rapidly and accurately will further the growth of your customer base. And our real-time syncing to maintain control as your sales volume increases across multiple channels, will help you avoid stock outs. So all in all, you'll be able to grasp all of your inventory in a single view and update data to quickly reflect on all of your channels. And for those who are interested in learning more, I'd love to extend the offer of a $50 Amazon gift card. After speaking with someone from my team, feel free to schedule a short demo with the link on the slides. Ashley will also post that link in the chat too, because the font is, that's small. But I hope you learned a thing or two, and I look forward to hearing from those who reach out. Thanks again.

Ashley Brown: Perfect. Thanks, John. That was a super interesting example you shared about Gap. I wonder how that will kind of transform online shopping. Cause I know that's my biggest concern is if the clothes will fit.

John Ashley:
Right.

Ashley Brown:
But yeah, moving right along. Hai yen are you ready to present?

Hai Yen:
I am just one second. Let me share my screen.

Ashley Brown:
Perfect.

Hai Yen Duong:
Perfect. Cool. Okay. I'm ready whenever, Ashley.

Ashley Brown:
Oh yeah. Go ahead.

Hai Yen Duong:
Should I just jump into it?

Ashley Brown:
Yes.

Hai Yen Duong:
Perfect. Awesome. Hi everyone. So thank you so much, Ashley, for the introduction earlier. So my name is Hai Yen. I am the partner manager here at Refersion, so I specialize in technology partnerships. So working really closely with the team, with Ashley's team as well. So, Refersion. We're a performing marketing platform that enables merchants and brands who run their own affiliate influencer or partner marketing program. So we build brand partnerships that drive e-commerce growth, powered by industry leading attribution technology and smart data insights. Today, I'll be speaking on the topic of leveraging ambassador influencers, and affiliates to prepare for a successful holiday season. Let's dive in. Okay. So affiliate and influencer revenue has been on the rise since 2015. According to a 2019 report from Statista, affiliate revenue is expected to grow 10% year over year until 2020. So that's an impressive double digit growth there. Here are some industry insights. Affiliates spend is estimated to be around 15% of total digital ad spend. Measuring and improving ROI is cited as the number one challenge when working with influencers. 81% of brands and 84% of publishers use affiliate marketing and 80% of marketers find affiliate influencer marketing effective. Perfect. So, what is performance marketing? Performance marketing is a type of marketing that you only pay when you see results. Essentially, there's no upfront investments because you're not paying until you see a conversion. So it lessens financial risks and lowers customer acquisition costs. Here are three types of performance marketing. We have ambassadors, influencers. and affiliates. affiliates. They promote through word of mouth referrals to their friends that can take place both online and offline.

Ashley Brown:
Hai Yen?

Hai Yen Duong:
A great... yeah?

Ashley Brown:
I'm sorry to interrupt you. Do you mind trying to stop sharing and re share your screen? It looks like it's a little small for some of the viewers or it's not appearing. Sorry.

Hai Yen Duong:
Okay. Sounds good. Let me try that again. One second.

Ashley Brown:
And thank you for everyone utilizing the chat. That's what it's for. We want this to be the best experience for you. So thank you for speaking up.

Hai Yen Duong:
Let me know. Is this better? Or it's still small? Okay.

Ashley Brown:
Oh yeah. Perfect. There we go.

Hai Yen Duong:
Okay, perfect. Oh, I see. Cause I have two monitors. So when I pull it over to a bigger monitor, it looks bigger. Okay, cool. I'll just utilize this then. Thank you so much for letting me know. Cool. I'm going to, I'll continue ambassadors. Okay. So ambassadors are your friends, customers and fans. They promote through word of mouth referrals to their friends. That can take place both online and offline. A great example is Pura Vida. So they're a Refersion customer. They have great brand ambassador program that promotes a lifestyle and community, not just bracelets. So these brands ambassadors are also engaged consumers who are passionate about the brand. And then next we have influencers. So these are professional creators with an audience. They're on a platforms like YouTube, Instagram, Tik Tok, podcasts. So we're very familiar with these types of performance marketers. And then the other type is affiliates. They are media, website, newsletters, blogs. So they promote with content to their own lists of subscribers. This kind of content is best for consumers who have to make informed decisions. So they might need to be educated on your product or services a little bit more before they convert. As I mentioned earlier, influencers, ambassadors, affiliate is on the rise. So in a report from E-Marketer, it shows that 67.9% or over two thirds of US marketers will use influencer marketing in 2021. And the top categories grown in 2020 are toys, software, home improvement, household small appliances, and food and drinks. And then according to an article from Every One Social. So people want recommendations from people they know and trust. And 74% of consumers identify word of mouth as a key influencer in their purchasing decision. Consumers know that influencer, ambassador, affiliate marketing is important. At the same time, the number one challenge marketers are facing with affiliate marketing is measurement. So with 79% expressing this concern, this is followed by justifying ROI measurement with 79% expressing this concern. This is justified with ROI. And then finding new channels like Twitch and Tik Tok, and finding the right influencers are the other categories that marketers find challenging. And then how do you run a performance marketing program? When running a performance marketing program? There's really no one size fit all. So at Refersion, we do recommend that a brand finds a model that best compliment their brand. That said, there is a common theme across successful programs. And so that theme is communication. So we see that communication is key. So at Refersion, we recommend communicate regularly with personalized messages. So use email or direct messages when possible. In an example, in merchant consent, a branded personalized welcome email to new affiliates to join their program. And then Refersion also integrates with email service providers like Klaviyo. We also partner with SMS platforms like Attentive. So, Refersion has various options to help our customer communicate with their affiliates effectively. There are a number of effective ways to communicate and engage with affiliates. A newsletter is a great way to do so. A brand can keep in touch with their affiliates by sending monthly newsletters to provide product announcements, special incentives, and seasonal updates. This could also be a good place to spotlight high-performance affiliates just to get their engagement up. As you can see here, Pura Vida does a great job keeping their affiliates engaged with and informed with consistent communication. And another way to keep your affiliates engaged is with incentives. So a merchant can segment their affiliates and create unique commission structure for different groups. In addition, they can also provide product and gift card incentives. For example, a brand can give affiliates the opportunity to receive exclusive items or be the first to purchase new products and creating rewards tiers is could be a good option to motivate and encourage performance. So automation makes it easy. Using the right performance marketing platform, like Refersion, can help remove the guesswork when making strategic marketing decisions, because everything is tracking all the time, it's automated, and it allows brands to scale. More importantly, it can be a channel that allows brands to acquire new customers at a lower cost through referrals and word of mouth recommendations. And I'm going to move into automated reports. So as a brand program scales, they'll need to compare the performance of their campaigns to previously collected data. Automated reports can be a great way to measure progress over time. Brands can leverage Refersion's performance marketing platform to track sales, attribute which affiliates are driving the most revenue, along with calculating commissions and mapping out payouts. Automated reports also allow brands to have real time insights. Every sale that gets tracked, that's referred by an affiliate to a customer that comes through as a conversion who refer it, what your revenue was, who was the customer as soon as it's happened. So you have real time insight into all of this through automated reporting system. And then lastly, I wanted to touch base on some of the customer success stories that we have. So with Refersion, we have seen successes from our merchants that have incorporated affiliate marketing into their performance marketing strategy. Here are the two case studies. So we have Harney and Sons and Blenders Eyewear as well. In 2020, Harney and Sons were able to achieve 175% increase in affiliate revenue. 2 X increase in affiliate conversions and 25% increase in AOV. As for Blenders Eyewear, they were able to achieve hyper growth, while remaining authentic to their grassroots beginning. And in 2020, they achieved 270% increase in affiliate revenue, 3 X increase in affiliate conversions, and 4 X higher revenue per email recipient. And then by leveraging ambassadors, influencers, and affiliates, it's a great way to prepare for a successful holiday season. Historically at Refersion, we have seen high activities during Black Friday, Cyber Monday, and our merchants run specials like boosting commissions during that week, modifying affiliate promotions to encourage performance. So as we see here, affiliate marketing is not only a part of performance marketing, but it's also a part of the overall marketing goals for many of our customers and merchants during the holiday season. And, that is it for me. So thank you so much everyone for tuning in. So if you have any questions or want to get in touch, you can email me here. I know it's kind of small, but my email is HAIYEN.DUONG. So it's H A I Y E N . D U O N G @refersion.com. Thank you so much. Now I'll pass it back over to Ashley.

Ashley Brown:
Perfect. Thank you for that presentation. I also think Blenders was started in San Diego, so it's cool to see that they're a success story of you guys. And then ending us off will be Michelle. So excited to hear from you. And then, also, reminder everyone to utilize that questions tab. Cause we will have live Q and A at the end.

Michelle Frechette:
Excellent. Well thank you for having me. I'm going to talk about five ways having a multi-lingual site will help grow your business. So you can see that being able to greet people in different languages is important. So you can say bonjour, hola, guten tag, Nǐ hǎo, privet. And they all mean hello. And hello is one of those welcoming terms that you can use. As she said, I'm Michelle Frechette. I'm here. I love the online community, e-commerce, all of those wonderful things. And I'm also grateful that Weglot has invited me to share with you today about how having a multilingual website. does help you grow your business and your customer base. It may surprise you, but English isn't the only language. The British council claims that 25% of the world's population has some understanding of English. That means that 75% doesn't. So if you are only offering your website in one language, you're missing out on all those potential sales that are out there, because there are so many people who can't understand what your product is and what your website is telling them. Especially when it comes to things like terms and conditions, you know, return policies, things like that. If your images aren't there and they can't understand beyond that, then there's a lot of missed customers that you're absolutely missing out on. Nelson Mandela said, "If you talk to a person in a language they understand, it goes to their head. But if you talk to them in their language, it goes to their heart." But I say, if you make too many mistakes in their language, they're going to bounce right off your website and they won't be there purchasing anything that you have, and they're going to go to your competitor. So why should you have a multi-lingual site? Well, think about the fact that you're building a bigger community because you could absolutely increase your word of mouth sales if people know how to talk about you because you are giving them information in their own language. You can be found in more languages. SEO has a huge impact when you can present your website in more than one language, especially other languages, that might really be people who are looking for your products. There's ease of incorporating with PageBuilders. PageBuilders are absolutely the future of web design. If you are, especially WordPress, which is now powering almost 50% of the internet, PageBuilders are where it's at. So if you're using multi language and PageBuilders together, it makes it even easier than you've ever experienced before. And there's greater accessibility because your bigger audience is increased sales. And it also makes it friendly and reliable. You're building trust with people when you're presenting something in their own language and they aren't having to pop back and forth to Google translate to figure out exactly what it is that you're saying. It makes somebody feel welcome. It makes them feel like they're your friend. If you go to a website and it has to translate, you know, it's like, do you want to translate this via Google? And you're like, oh, they didn't think about me. They only thought about themselves and what language they're presenting in. But, if you do the work to actually incorporate other languages, you've already done half the selling because people can feel like they know exactly what you're talking about and what it is that you're selling. Google translate is good, right? So there's 109 supported languages. Over a hundred billion words are translated daily on the internet with Google translate. There are countless times though, that Google translate misses the mark. Over 500 million total users. And the most common translations are Russian, Spanish, Arabic, English, Portuguese, and Indonesian. And I was surprised at some of those. I expected to see French and German in there because, well, those are what I was taught in high school. So I expected to see some of those, but it's not, right. So Arabic, Russia, Portuguese, we want to make sure that we are selling to people in their own languages. So let's get into a little bit, an accessible community means that there's greater good will. So language actually divides us. If you put people in a room and they can't speak each other's language, the ability to communicate cuts down, and you absolutely lose that good will because you're sitting in a room, you have no idea. I was seven years old. We visited family in Montreal and my cousin only spoke French and I only spoke English. And I said to her, you really don't understand anything I'm saying? And she didn't know. So she went to her mother to try to get me to translate what I had just said and I was embarrassed, so embarrassed that that happened. So remember, that if you can actually speak to people in their own language and it doesn't mean you have to speak the language, but you have to have tools that will to be able to offer products in that language. John Quelch said that "Consumers around the world are excited to share common experiences." There's nothing more common an experience than sharing language and being able to communicate with people because community is about communication. They even have the same root to their word. The other thing, is that accessibility equals an increase in sales. Like I said, language is a barrier to sales. If you aren't presenting in a language that people understand, they're not buying your products. So if you can translate things properly into other languages, your products and services are accessible to everybody. And that is super important. La Machine Cycle Club, when they added three languages, so they were presenting in French only, they added two other languages. They increase their international traffic by 50% and their conversion rate by 25%, that was a huge increase in their overall sales, and the customer base, and the good will that La Machine Cycle Club had around the world. So you can see that if you have an e-commerce site that can reach more international traffic, you're absolutely going to increase your sales as well. The key to accessibility is increasing availability. So if you make it available in other languages, it's accessible to people. It's a much better translation to actual sales. And like I said, it increases the sales rate. So the problem is language is a barrier to SEO. So if you're only presenting in English, let's say, then the only SEO that you have is in English. But, if you can actually create your SEO in multiple languages, then you can increase the search in those other languages as well. If somebody in French is searching a search term in French, it's not going to equate to those English terms. So if you want to make sure that it's accessible, you have SEO not only in your home language, but in other languages as well. A few multi-lingual SEO tips for you is you want to translate all of your content. So not just your header tags, not just your blog content, or your homepage, your about us. You want to make sure that all of your products also have translations so that everybody can understand what is your product made of? Where is it coming from? How big is it? What are the dimensions, et cetera. If that's not in language that people understand, then they lose the ability to understand exactly what it is that you're selling. For example, if you want to buy a shirt and you want to know what the content of the shirt is, as far as the different fibers, having that in multiple languages means that people can tell if it's a scratchy wool sweater, or if it's a really comfortable angora sweater, for example. So you want to make sure that those are something people can understand. So you want to also complete multilingual keyword research. Now I don't have the ability to do keyword research in other languages. I don't speak other languages. So sometimes you do have to hire somebody, in the interim, to help you with some of those things, who can help you do those things in other languages. Another thing, is you could use automated translation services and you can use a human translation hybrid. Why is that important? That's important because, sometimes, things don't translate directly. And I'm going to show share with you an example of that in a few minutes. You also want to translate your meta data. So for example, if you have alt descriptions on your images, you want to make sure that those alt descriptions are not only in English, but also in other languages as well, because if screen readers read through those things, they're going to read through it in the language that you have it written. And so if it's, you know, it stops at that for a screen reader, for somebody who's got visual impairment, for example, and it suddenly switches languages, that's a disconnect for them as well. And now you've disenfranchised somebody. So you wanna make sure that all of your information is also translated. You want to make sure your link-building is multilingual, your site, and domain URL structure. And that the ease of translation switching, is something that can be done as easily as the push of a button. Because the key to be found is better SEO, right? So with SEO, that's how we get found. If it's search engine optimization, isn't working in other languages, you may as well say goodbye to that that traffic as well. Trusted translations equal reliability. So the problem is, relying on one source of translation can be problematic. The solution is controlling translations, is greater reliability, fewer possibilities for issues. So for example, we use a phrase in English that says nobody's perfect. The translation for that in Spanish is, El que tiene boca se equicova, which is, whoever has a mouth makes mistakes. So if we have, you know, something in Spanish and we're translating it directly into English, we look at that and we say, what the heck does that mean? So the idea behind having the hybrid of auto translations and human translations is we can account for idioms and idiomatic phrases, turns of phrase, we can account for a colloquialisms, things that are language and locale specific. So, for example, French is great. French is spoken in France, but there's a different version of French that's spoken in Haiti, and a different version of French that's spoken in Canada. Can they all understand each other? Yes. At the root of it, they can. But when you have things that are online, when I spoke in Montreal a few years ago and I was representing Weglot there, they kept asking me, but is it Francophone? As opposed to, is it French? And so they wanted to make sure that reliability was there so that they could actually have phrases that made sense in Canada, as opposed to France French. Like I said, the key to friendliness is reliability and trust. If I can trust the translations, then I could trust your product and I can trust your brand even more. And to get into it just a tiny little bit. I talked about PageBuilders, making ease of translation. With PageBuilders, you actually have really easy versioning. So some languages read left to right. Some languages read right to left and things that you could use with PageBuilders and especially like modular website building is you can have greater control over some of those different things. PageBuilders would give you those options. So you have widget logic, especially around WordPress for example. You could use WPML with Elementor, you can use translate press, but with Weglot, you can translate any website WordPress or otherwise with any pagebuilder, you could edit your translations wherever you need them to be in, and keep the integrity of your site high. And the cost of being multi-lingual is very low because it happens at the push of a button and anything that you want directly translated as opposed to translated through like automatic translation. You can incorporate that as well. So you can account for those idioms and the colloquialisms. Just some tips to think about when you talk about your multi-lingual sites, trust your translations. As I said, with a hybrid of automatic translation and controlled translations. So you're not saying like, he whoever has a mouth makes mistakes. You can save money though with the automation part, by not having to hire translators every time you create content in multiple languages. So for example, you've launched your website, you've got all your products out there, 6 months down the road, you add 10 more products. Now you have to go back and hire somebody to translate those products into other languages if you're setting up a multilingual site. Unless you're using something like Weglot, which does automatic translations, that you can then go in and just do some quick adjustments for. So when you have it that way, you're not having to revisit and pay people all those hourly wages to go in and do light translation for you. And you also want to avoid browser translations that you can't control. So for example, Chrome has an extension that you can use that incorporates the Google translate, and you could just click a button and they'll translate the whole website, but that's no control. You have no control over what might show up there. If you can use a plugin, if you can use, you know, you create the translations yourself, you have much more control over what's being presented to other people. It's ease of language switching. You can click a button on my websites, for example, you can click between Spanish, French, and English very easily. And it automatically translates everything. You can integrate with your pagebuilder. You can integrate with your site. You have that predictability, Like I said, you want to be careful though, with automatic translations that are based on geolocation. So for example, you might have, your browser might say, ah, I see that you're in, you know, Frankfurt, Germany. We're going to automatically translate this into German. But I was like, no, that's just where my VPN is pinging. I'm not actually there. I want to make sure that that's controlled too. And you want to review your site in multiple languages. Like I said, left to right, right to left characters and for design and break issues. So if it's not a language that you speak or know, then you want to have somebody who's fluent in those languages, review your site before you go live with it, just to make sure that you've dotted all the I's and crossed all the T's. And then also just another side note, is you wanna make sure that your images, icons, colors and your date format are also appropriated for that translated language or culture. For example, there are some cultures where a woman in a bathing suit would be considered pornographic. So you want to make sure that if you are presenting a website, that if it's showing up in one of those kinds of cultures and countries, that that's not on your homepage and that you've accommodated for that so that you don't get banned. Adding multi-lingual options to your website. It feels like a Herculean effort at the beginning, but it doesn't have to be. You can start with auto translation and build from there. You can determine what your languages are first. So what languages are important? If you say every language, you are starting too big. So start with a few languages where you think that some of your sales, you can look at where sales have come from traditionally, and you can start to build towards those things. You could choose your translation method, whether you're using Weglot, whether you're having somebody actually write your translations for you, whether you're using another service. And then implement it. But once you've implemented it, you definitely want to go in and verify and edit it for those things that might not make any sense to other people. And especially for things that might be controversial. Then get it into your SEO. Once your SEO is in place, you should be able to sit back and watch your sales and your customer base grow. Merci! It's my pleasure to be here today. You can find me at all those places. I'm on Twitter. You can go to Weglot.com. I'm also going to post these slides in the chat for you. So if you do have questions, you're welcome to visit them again. Thank you for having me. And I'm open to any questions that you might have.

Ashley Brown:
Perfect. Thank you, Michelle. That was a great presentation. I also liked your inclusion of how language builds community. I think as we've seen, you know, consumers are really wanting to feel like they're a part of their brands, see their brands be more sustainable and inclusive. So I think that's super important. So yeah, now we will go ahead and transition into the Q and A part of this webinar. So again, if you guys have any last minute questions, feel free to drop them in the questions tab. So it looks like we have one question already for Michelle. What would the costs be for one language? This is from Marius.

Michelle Frechette:
The cost for one language, it depends on how many words on your website, how many, you know, how many pages you have, it's all really dependent on the amount of translation that's happening. But if you do do go to Weglot.com, there is a pricing structure there that you can see and you're welcome to talk to any of the representatives there as well. And you can always hit me up on Twitter and I will be happy to introduce you to the people who can help you work through that.

Ashley Brown:
Perfect. Thank you. It looks like we have another question for John. They're wondering what kind of support does a system like Skubana typically require.

John Ashley:
Support is well, I guess internally the support would be, you know, just managing the account yourself, just as the merchant. Just because of how the features are designed. The suite of features of functionality across the board are designed to be, you know, managed internally operationally for, you know, shipping fulfillments, back office operations, accounting, reordering, inventory management, stuff like that. So. yeah.


Ashley Brown:Perfect. Thank you. And then it looks like we also have a question here for Hai Yen. Do you have any additional tips or tricks when it comes to growing your brand ambassador program?

Hai Yen Duong:
Yeah, that's a really good question. So, I would say communication is definitely key, as I mentioned earlier in the slides. So, you know, we work with a bunch of different, whether they are email services provider, or the SMS platform. So you would want to keep in touch with your affiliates at a consistent cadence. So then that way you're on top of their mind. And so, newsletters are a great way to do that. It makes them feel special. It gives them some sort of incentives to continue promoting for your brand. So I would say, just to summarize, it would be communication. Just communicate regularly, relevantly, and then you will have a highly engaged, you know, influencer program.

Ashley Brown:
Perfect. Thank you. And then the next question is for Michelle. Does Weglot translate just page and point texts, or can it handle string inputs like forms and things of that nature?

Michelle Frechette:
That's a great question. And it does handle string inputs like forms, et cetera. So it looks at all of your content, not just the content that's been entered into pages and posts, which is super important again, that we know when people are filling out the purchasing information so that that's all in their home languages, as well.

Ashley Brown:
That makes sense. Perfect. And then it looks like we have one more for John as well. Do you know the best way to measure ROI as someone scaling their business with Skubana? Oh, it looks like you're still muted John. Classic webinar.

John Ashley:
Classic. Good question. Yeah. There are several approaches. I'll tell you what, if I could get your information, I'd be happy to follow up just specifically how it relates to Skubana, the functionality that's available and yeah, I'd be happy to reach out and send some more information directly.

Ashley Brown:
Perfect. Thank you. I'll give them your information. And then Hai Yen, someone mentioned that they enjoyed the part about automated reporting and goals in your presentation, but they were wondering the most important KPIs merchants should be measuring when running an affiliate program.

Hai YenL
Yeah. Awesome. Good question. I think Michelle also kind of touched base on this a little bit. We do have a blog post specific for this. That said, each merchant do have their own KPIs when it comes to measuring performances and then building out those commissions structures, I would say the top three KPIs would be effective earnings per clicks. So how many conversion, no, how many clicks does it take to make a single conversion? So that's one. And then the total revenue earned by an affiliate. So how much the affiliate generating in the revenues and then the other is the average order value. So how much is the consumer spending per order when it comes to, you know, using whether a coupon code or links from that specific affiliate? So those, I would say, are the top three KPIs and let me copy and paste that blog post also in the chat. So for anybody interested, they can also read it as well. So there we go.

Ashley Brown:
Perfect. Thank you for that resource. I think we got through most of the questions, so thank you everyone for attending. Again, if you have any other questions, concerns, or follow-ups, my email is also in the chat. So feel free. I also know all the speakers so I can route you there too, if you need more advice from Weglot or Refersion. So thank you everyone for tuning in. I hope you have a great rest of your week and thank you speakers. Bye, everyone.

Comment (0)

More from Skubana

Amazon Tips & Tricks In Case You Missed It! Watch The 2020 Amazon Virtual Summit Read Article
Fulfillment & Logistics Navigating Cross-Border Complexities - Recording Read Article
Ecommerce Best Practices Tackling the Challenges of Ecommerce Operations - Recording Read Article

Watch Webinar

It's as easy as entering your information.

Invalid input