Web marketing to Belarus can be difficult.
Belarus'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 Belarus are 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 Belarus.
GoConvert's step-by-step guide to web marketing to Belarus 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 Belarus. The second is based on customer campaigns we've run in Belarus and elsewhere in the world. Together, we hope this guide not only adds to the growing body of work concerned with Belarus marketing but stands as the clearest and most comprehensive Belarus 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 Belarus.
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 Belarus, find an alternative in this list.
Translate all site copy and SEO resources/meta tags into To reach the greatest number of people in Belarus, translate all site copy and SEO resources/meta tags into Belarusian and Russian. 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
In addition to whatever marquee, global social media services you want to use, review this list of social media sites and find any that are popular in Belarus. This will help you cultivate a local audience using the channels it prefers.
Scan Site for Sensitive Content
Because of political sensitivies and cultural preferences, authorities in Belarus are likely to block sites that contain certain keywords or content. Before launching your site in Belarus, 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 Belarus places on its national network, Google Analytics may not always work there. Consider using Yandex.Metrica instead of (or in addition to) GA. If you haven't worked with Yandex before, here's a helpful beginner's guide.
Like Google Analytics, Google Search Console (formerly, Webmaster Tools) might also not always work in Belarus. Because of its popularity and support there, integrate Yandex Webmaster Tools instead of (or in addition to) GSC. If you haven't worked with Yandex Webmaster Tools before, here's a helpful beginner's guide.
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 Belarus (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 Belarus?
Lead Generation & Nurturing
Measuring, Analyzing, Reporting, Learning & Fine Tuning
When running ads that target audiences in Belarus, marketers 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.
Those You Know
The Russian search engine Yandex, which is popular in Belarus, offers a number of different kinds of contextual ad solutions.
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 Belarus, 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 Belarus as they do elsewhere in the world.
And your goal is the same as well.
We call this the “virtuous gap.”
Belarus Lead Generation
To generate leads in Belarus, marketers can rely on the same CRM, marketing automation, and form solutions they use elsewhere in the world.
Win Rate & ROI
When marketing to Belarus, 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 Belarus as they do elsewhere in the world.
And your goal is the same as well.
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