Foreign Perspectives

Archive for the ‘Business’ Category

Although the main customer base for my listings sites is essentially the English speaking population of Europe, there’s an even larger English speaking population just across the Atlantic that don’t see the sites as often as they should since they’re hosted in the UK.

I have tried the sites on an American host in the past and it was a complete disaster because the main interest at the time was from people in the UK and Ireland.

However, roll on three years and I’d quite like to create a foothold in America. Not with all of the sites, of course, but rather a small selection of the sites so that I could pull in some guests from America and, for that matter, add properties from Americans too.

As a taster for this, I’ve set the geographic target for a couple of the sites in google to America and they seem to have pulled in a different audience than they had when they were fully based in the UK. However, that’s just with google and I do pretty well on both yahoo and msn.

So, I’ve been looking for a cheap hosting service that would let me move over one or two sites and I think I’ve found it in the form of 3ix who charge $12 per year. Now, “all” I have to do is to work out how to have the site over in America but with the database that supports it still in the UK.

It’s obviously impossible to name a single bank which you can choose simply because no single bank operates in every country of the world.

There are some general pointers as to how to go about choosing your bank though.

One school of thought is that you should choose the local bank with the most branches in the area which you’re moving to. That’s a reasonable approach in that for most countries there’s a charge to use ATMs that aren’t owned by your own bank so it may save you on ATM withdrawal fees. However, be wary of local banks that don’t operate internationally on a widespread basis or that don’t attract many foreign customers as you can come unstuck very easily through not having local banking practices explained to you. This even applies in many cases where banks operate English speaking branches: they might well speak English but often banking terms don’t translate well.

The other school of thought is that you should choose a bank based in your own country but with branches in your new country. This can work well in that the banking staff should be more familiar with the banking practices that you’re used to and sometimes offer good deals on money transfers to/from your home country. So, for example, if you’re American then the best choice is usually Citibank as that operates as a local bank in many countries yet retains an American feel in every location in which it operates and offers good deals on transfers between Citibank accounts in other countries. However, if you’re British, you might think that HSBC would be the way to go yet because it bills itself as “the world’s local bank” it tends to follow local banking practices more than British ones although it does offer transfers to your HSBC accounts in other countries.

Don’t forget that you don’t need to choose a single bank. One combination that works very well is a local bank with low charges and lots of branches combined with an international bank to handle your global transfers.

Online everyone tends to assume that there are infinite resources behind every website and, of course, that’s just not the case in reality.

For example, we like to be as helpful as we can to those properties listed on our holiday accommodation listings sites and to that end we offer a range of free services notably including a free website review. In practice though few people actually take us up on them normally but when we mentioned a few of them in our recent newsletter we had rather more response than we were expecting.

Now, in itself the response wasn’t overwhelming but the reviews that we did highlighted a number of common problems and so we did a followup mini newsletter telling people how to perform one of the key checks that most sites were falling down on which in turn generated rather more response than expected although again at a level we could deal with.

What we’ve subsequently done is to enable a feature we call “marketing assistant” which basically generates a short e-mail advising people as to changes that they could make to their own website to improve how it performs in searches. In fact, that’s phase one of that particular feature as we’re hoping to develop it further.

The problem is that as we move into the peak booking season, the number of e-mails generated is starting to rise and so too are the number of enquiries that we’re getting from them. So much so that we’ve had to switch the facility off for a few days to catch up.

It’s something to be mindful of: once you move out of the field of total automation online, you can easily find that you’re swamped with the responses.

Post offices in many countries around the world offer a range of banking services these days, but are they really up to it?

Typically a small post office will have one counter to do everything. That works well when “everything” is mainly posting letters and parcels which take a few minutes to process.

Add on banking services and you’re into a whole different league in terms of the time that it takes to process a transaction though. For one thing, opening an account takes ages and delays everything. OK, it’s not something that happens every day but it happens fairly frequently: I spent getting on for an hour in a queue in a post office today which ended up snaking right round the available space and out the door because two people were opening accounts.

The problem really stems from the practice of governments to consider post offices in country villages to be a “good thing” and therefore worthy of support. That in turn leads to them being considered a job creation scheme so, of course, you wouldn’t want to add too much automation into them as then you wouldn’t create so many jobs. What automation that there is often is counter-productive: posting my three letters took nearly five minutes because the stamps had to be scanned in and destinations entered into the computer.

So, no, I don’t know that it’s really true to say that many post offices could be considered banks.

Now and again I try out adwords, mainly to advertise the listings sites or rather to advertise for owners to list on them.

It’s been ages since I spruced up the campaigns so I thought I’d have a shot at it again today.

One thing to remember is that you only want relevant clicks on your ads. How many times have we all come across an adsense ad that was on a site that seemed totally inappropriate to the content? That’s because the person placing that advert hadn’t thought enough about exactly what keywords they should be aiming to use and probably thinks that it’s great that they’re getting loads of page impressions but they’re getting very few clicks.

In fact, the best approach is to have very tightly defined keywords, get very few page impressions but get very high click through because your advert is displayed where it should be. Not an easy task for sure, but one way to tackle the problem is to consider all the factors that go into placing your advert and why someone would click it.

Consider an example: a self-catering property in Brittany, France.

1. The language. If your ad is in English then you need to select that as an adwords option.

2. What country? OK, our property is in France, and the advert is in English but there are a lot of English readers out there so we could list the UK, Ireland, France as a first cut but it’s probably also worthwhile adding in all the countries bordering France. In practice the use of English will exclude non-English speakers but you could add the rest of the richer European countries on the basis that English speakers in them might want to go on holiday in France.

3. What keywords? This is where many people fall down. Yes, your property is in France but you don’t want people clicking on your ad if they’re looking for a place in Provence so you need to include Brittany as one of the keywords. This isn’t quite so easy though as it means that you need to add phrases like “gite brittany france”, “france brittany gite”, and so on. It’s best to include the keywords in quotes as this will limit the irrelevant page impressions and clicks but note that you need to put in all possible variations.

4. What about the ad? This needs to say what you’re offering. Now, that might sound silly but many ads don’t or rather attract irrelevant clicks because they aren’t clear about what they’re offering. Remember that the people seeing your ad won’t know what keywords triggered it so you’ll need to say something like “Brittany gite with pool”. The ad needs to be readable too which often isn’t easy as there isn’t much room for the text.

5. Where should it go? Whilst you could just go to your homepage, it’s best to run up a special adwords page that follows through with the sale information. Not only will a more direct sales page be more effective but you’ll also see more clearly in your stats which clicks came via adwords.

6. What about the budget? This is a difficult one. For example, there are a lot of gites advertising using adwords so the more general phrases have high bids. Remember too that you generally need 100 clicks to make a sale so if you’re charging $1000 a week then paying $1 a click means that 10% of your income will go in adwords costs. Also, no matter how careful you’ve been, you may get heaps of irrelevant clicks through some oversight so you should always test a new ad with a low budget.

Finally, don’t forget that the longer the phrase you use, the lower you need to bid. Long phrases mean low numbers of page impressions but higher click-through from them and lower costs for you. What you don’t want is lots of irrelevant clicks as that just costs you money.