Web marketing in Cuba can be difficult.
Cuba's sluggish broadband connection speeds, network restrictions, and sanctions present marketers with a unique set of challenges. As a result, international businesses often find audiences in Cuba difficult to reach.
Learn how GoConvert helps customers launch marketing assets, conduct paid marketing campaigns, and track the ROI of marketing and sales spending in Cuba.
GoConvert's step-by-step guide to web marketing in Cuba can help.
We've broken it into two parts: infrastructure and campaigning. The first part is based on our experiencing launching localized marketing assets in Cuba. The second is based on customer campaigns we've run in Cuba and elsewhere in the world. Together, we hope this guide not only adds to the growing body of work concerned with Cuba marketing but stands as the clearest and most comprehensive Cuba marketing and sales guide available.
Learn how GoConvert helps customers launch marketing assets, conduct paid marketing campaigns, and track the ROI of sales and marketing spending in Cuba.
Step 3: Content
There’s no shortage of payment processing solutions available. PayPal/Xoom, Stripe, Square, Payoneer, and others can all help you accept payments from customers around the world. If you find your preferred solution doesn’t operate in Cuba, find an alternative in this list.
Translate all site copy and SEO resources/meta tags into To reach the greatest number of people in Cuba, translate all site copy and SEO resources/meta tags into Spanish. Google Translate can help create a first draft. However, before launching your site, have a native speaker and/or localization professional review the translated copy to ensure it communicates clearly and reads comfortably.
Localize Social Media
The restrictions Cuba places on internet usage can make it challenging to reach audiences on social media. However, you might review this list of social media sites to find any that are popular in Cuba (and that allow foreigners to set up accounts).
Remove Non-Cuban Links
Youâ€™ll want to remove any outbound links to non-Cuban sites from your marketing site. Even if a site outside the national network isnâ€™t explicitly blocked, your Cuban audience will often see performance issues and loading errors when trying to link out to sites based elsewhere in the world.
Scan Site for Sensitive Content
Because of political sensitivies and cultural preferences, authorities in Cuba are likely to block sites that contain certain keywords or content. Before launching your site in Cuba, youâ€™ll want to review it thoroughly and ensure it doesnâ€™t contain this sort of content. To see what kinds of content may be at risk, review this list.
Step 4: Development (Launch Prep)
Because of the restrictions Cuba places on its national network, Google Analytics may not always work there. However, since there's no local equivalnet (like Baidu in China), add the tracking code anyway. The results may be inconsistent, but the output will be better than nothing at all.
Like Google Analytics, Google Search Console (formerly, Webmaster Tools) might also not always work in Cuba. However, again, since there's no local equivalent, integrate it anyway. It's better to have some results than none at all.
Make sure your images are less than 50k, that you’ve minified your front-end code, and that you use caching mechanisms. If your organization can make do with a static site or landing page for Cuba (vs. a database-driven CMS), you’ll improve your page load time and harden your security.
Step 5: Development (Post Launch)
How does GoConvert help customers market to Cuba?
Lead Generation & Nurturing
Measuring, Analyzing, Reporting, Learning & Fine Tuning
When running ads that target audiences in Cuba, marketers don't have a lot of vendor options. Generally, GoConvert uses low-cost initial spends to identify the highest performing channels. Then, once we find the channel or channels that deliver the best CTR, CPC, and lead/customer conversions, we steadily increase spending with those vendors.
When systems allow it, GoConvert automatically aggregates data from these kinds of vendors. When this isnâ€™t possible, we manually import it. Either way, weâ€™re able to use native ad data to build effective funnels for our customers.
CTR & CPC
When marketing to Cuba, it’s critical for marketers to track click-through rates (CTR) and the amount they pay per click (CPC). Luckily, no matter what ad vendor you’re using to raise awareness, these work the same way in Cuba as they do elsewhere in the world.
And your goal is the same as well.
We call this the “virtuous gap.”
Cuba Lead Generation
To generate leads in Cuba, marketers can rely on the same CRM, marketing automation, and form solutions they use elsewhere in the world.
Collect Leads Locally
Third-party, embeddable form solutions like HubSpot and Salesforce will generally fail in Cuba. If they appear at all, these forms usually wonâ€™t write data properly to servers located elsewhere in the world.
Even when we create our own forms with our own simple mail processing scripts, we find messages donâ€™t reach our inboxes and/or those of our leads. Either server-level email processing fails or messages arenâ€™t able to flow in and out of Cuba's national network.
Third-party scripts, emails, analytics â€” itâ€™s best to avoid forcing any data to enter and exit Cuba's national network. At best, the results are unreliable. At worst, data tends to get lost in the transition. Itâ€™s almost always best for marketers to treat their Cuba marketing assets as independently-operating, siloed entities.
When it comes to lead generation, youâ€™ll see your best results if you write all form data to a simple CSV file stored on your Cuba server. Periodically download the file, and import it to your CRM, email management solution, &c.
If you must use third-party forms and/or server-level email processing, the CSV can serve as a valuable backup and auditing tool.
Respect Data Privacy
It's unclear what, if any, data protection protection laws Cuba has enacted. This article suggests, "In Cuba, data privacy is essentially nonexistent. Not because the regime is extremely intrusive, but because creating a tracking data is beyond the capacity or needs of a nation with a four percent Internet penetration rate." Monitor this resource and this article for updates.
Win Rate & ROI
When marketing to Cuba, it’s critical for marketers to track both win rates (the percent of customers you convert vs. the number of leads you generate) and ROI of their efforts (the amount of income you generate for every dollar you spend). Luckily, these metrics work the same way in Cuba as they do elsewhere in the world.
And your goal is the same as well.
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