2022 turned out to be a more difficult year than expected: after the relaunch of the economy with the post-pandemic reopenings, international trade suffered a sharp slowdown due to the Russian-Ukrainian conflict. And the new year promises to be even more problematic, with still high levels of inflation, supply chain supply difficulties and the specter of recession looming.
However, companies cannot put their planning for 2023 on hold and wait to see how the situation will develop. To continue to grow and survive, entrepreneurs and managers must implement innovative strategies now. And Digital Export has an important role to play.
How to do then? For make the most of the opportunities offered by Digital Export in 2023 it will be essential to identify and understand the new Digital Export trends, implementing the ideal ones for your business.
Find out what are the main trends in 2023 for Digital Export in this article.
From the topic of online privacy, very dear to many web users, to the evolution of international SEO: the areas of development of Digital Export are numerous and constantly evolving. For this reason Octagona suggests three fundamental trends for the export of your company.
Today users connect in different ways, browsing social media both from smartphones and desktops. Depending on the different channels, however, purchasing habits change: therefore online shopping via social media must be combined with the e-commerce present on the company website, as well as the positioning and monitoring of the sector's marketplaces, in so as to be more effective in sales.
Be careful though, because each channel has its own catchment area, and to interact in the best possible way (and guarantee a high conversion rate) it is essential to know the precise tone of voice of that user, i.e. the way to present oneself suitable for a specific target. The risk is to convey a wrong, inconsistent and unsuitable message to the target audience, leading to a waste of resources, a low conversion rate of leads and, in the worst case scenario, even a loss of credibility or a decline in its brand awareness.
Online experiences must be delivered with the privacy people deserve, from brands they can trust. In 2023, make sure you provide customers with everything they need to be and feel in control of their data – no potential overseas customer wants their data to fall into the wrong hands.
One way to guarantee this aspect is to ensure that your sales channels follow the criteria established by the GDPR, the European legislation on online privacy. In addition to being necessary by law (failure to comply with which may result in fines and penalties), making explicit the compliance of your sales channels with the GDPR is a way to transmit trust and security among your potential international customers, and a way to increase the credibility and solidity of your business in the eyes of a potential buyer.
This is a very important factor to take into consideration, especially for the European markets and the US market: as reported by Statista in the graph above, over 78% of internet users in France and Italy say they are worried about their online privacy, a percentage that reaches 83% in the USA.
Search engines have evolved a lot in recent years: focusing on generic terms, in the hope of obtaining as many potential customers as possible, is no longer the right method for selling online. In 2023 it is better to focus on the so-called long tail keywords, i.e. much more specific and potentially much more interesting search terms for your business.
Literally translatable with the term “long tail keywords”, long tail keywords are opposed to short tail keywords, which are short keywords, made up of one or two words, that are very general and target a very wide audience. And if maybe a few years ago they could be useful for reaching a large audience, e therefore guarantee a high number of visits to your website or to the company's sales channels, today the competition is fiercer than ever. Numerous companies have used this strategy in the past, and now it is very difficult to stand out from the competition, unless significant investments of time and money are made.
Long tail keywords, on the other hand, are less searched keywords, made up of several words that generally constitute a real question, to which users are looking for a precise answer. For example, “What ingredients do you need to make pizza?” is a narrower search term than “pizza ingredients”, but which today guarantees greater possibilities of positioning on search engines and which can guarantee a higher conversion rate.
In this article we have discovered what are the elements on which you absolutely need to focus in 2023 to overcome the competition: SInternational EO, online privacy and the implementation of multi-channel strategies are the three trends in Digital Export essential for the new year.
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