What if you could reach them on a Tuesday morning?
One thing’s for sure: you can’t sell products in Germany if you don’t have online visibility. Your customers are all online, as are the influential sources that tell them whether or not your products are a good fit for them. Digital marketing in Germany offers you the opportunity to place your offer where your customers will look for it. Your messages are accessible when customers need them. Day and night.
You’ll want your customers to receive the information that adds to your favorability. To achieve it, you need a strong presence and a clear messaging at every digital touch point in the customer journey. Utilize both in- and outbound tactics in your online marketing in Germany. Use your website, cultivate your narrative through social channel activities. And develop a good SEA and online ad strategy to raise awareness levels.
GCVB Digital Marketing Germany
+ digital strategy
+ content audit: website, FB, Instagram, and LinkedIn
+ content creation
+ enhanced SEO
+ social ads
How to utilize the online availability of customers to place your messages
Digital marketing offers something valuable to you: you can reach your customers wherever they are and whenever they are available with messages that you can prepare whenever you want. Moreover, you can get real-time insight in user- and customer-behavior and market trends.
Digital Marketing in Germany
86 percent of all Germans are online every day. 45 % of them are aged 50 and beyond, 34 % are aged 30 – 49, and 21 % are somewhere between 16 and 29 years old.
A recent report (datareportal digital 2021) showed that, on average, Germans (aged 16 to 64) spend around 5.5 hours on the internet daily, using various devices. And if you add together the time all German consumers of this age group spend on social media each day, you’ll get an impressive 4.5 billion minutes of social media activities. That’s a lot of time for approaching them, if you know where and how to reach them.
And the statistics aren’t much different in Austria and Switzerland.
The digital world presents your target groups in DACH land with multiple options for obtaining information on your brand, your products, and your competitors. 24/7. They can go anywhere they like, at any time. And you want to be there.
Target groups & content strategy
One of the first steps of successful digital marketing is defining your buyer groups. The more you know about them, the better. You’ll need the info for your all your activities.
Be as precise as possible when you define your buyer personas. This will help you attract the right people to your site and help to evaluate your success more accurately.
Analyzing & strategizing your content, according to your buyer group’s preferences, is perhaps the most important task of an online marketer. Let your content work for you: it’s an integral part of your sales force. You need informative, inspiring, and convincing website content and you’ll want to develop more of the type of channel content that directs your customers to your site.
Your SEO should place your site in the top segment of original SERP results. Also, you may want to know how your site content is performing in terms of conversion support. Do you need to re-organize some of the pages? Will you have to rewrite some of the copy, or will it suffice to improve the micro-content?
Omnichannel digital journey
To ensure that customers get the information you would like them to have, you need a strong online presence, with a clear and convincing messaging at every digital touch point in the customer journey.
In addition to searching for information and products on portals and websites, German consumers also spend around 1.5 hrs every day using social media. They also listen to podcasts for around half an hour.
You want to strengthen your online visibility and cultivate your social media activities. This will help you engage with more customers directly and generate more traffic on your website, where they can find the most convincing information.
Pro-active online marketing in Germany through owned channels
Engaging in pro-active online communication through your owned channels (social media sites) will help you connect with customers and inspire them.
And keep in mind that your own original content can trigger consumer-generated content, some of which can be very helpful to increase your visibility. After all, consumers are the best storytellers.
There are many topics you can talk about: your own products and services, their use cases and case studies, as well as news on developments in your industry. Your content should be structured and include different types of posts.
Also, keep in mind that it is not necessary to repeat what everyone else is doing. Placing the gazillionth Corporate Memphis style post or ad on social channels is not always the smartest move, as it is likely that consumers won’t find it charming. More importantly: it will not help you stand out from the crowd.
Part of the online marketing Germany strategy: Online PR
Consider that Germans spend around 1.25 hours daily reading (online) news. Online PR will help you become visible and trustworthy. Placements of articles in favored online media and reviews from experts will increase consumer trust in your products.
In addition, if you place your online press releases on your own website and online portals, they will add to visibility. Moreover, you can use them for your social media posts.
Influencers could also help you with introducing or explaining your product to certain target groups. Choose your influencers wisely, as the widest reach doesn’t guarantee sales-relevant results. In many cases, you will find that nano influencers often have a much better engagement rate. A good mix is key, here too.
In your digital strategy, you determine the scope and nature of your online advertising.
Your advanced digital communications mix will certainly include social ads (Facebook, Instagram, LinkedIn, Pinterest). Depending on the preferences of your potential customers, you choose the channel and set the tone to their liking.
Your search engine advertising (SEA) places you above organic results on the SERP. And with display or native ads you can target your buyer groups on any page with publishing space.
Be sure to combine your advertising with your other content marketing activities. A well-balanced advertising and content strategy will have the biggest impact.
Native language German content
If you are looking to expand your customer base to include other countries, you would certainly like to consider localizing (translate into market- and target group-specific language) your content.
(We localize content from English or Danish/Norwegian to German and we also localize content that has been translated from other languages.)
Five key success factors of digital marketing:
Develop an in- & outbound digital strategy
Make your website convincing and conversion-able
Define your buyer personas accurately, and create targeted native-language content
Expand channel activities to reach more customers
Use SEA, online and social ads for awareness