When I first came across the term ‘Lammenett Praxiswissen’ I assumed it was just another German expression that I didn’t understand. I have to admit that I was more familiar with the phrase ‘Sitzfleisch’ or ‘Backfisch’ which literally means ‘chair belly’ in German. However, after doing some research, I found that Lammenett Praxiswissen is a term used by German marketers to describe the tactics that successful companies use to stay in front of their audience and attract new customers – online or otherwise.
With the explosion of digital marketing platforms being used by businesses, it can be hard to know where to start. When it comes to marketing online, there are many tactics that brands can use to attract and retain customers. These tactics include digital advertising, social media, email marketing, and content creation (blogs, video tutorials, etc.). Being able to effectively utilize all of these methods is known as ‘omnichannel marketing’, and for a while, it was considered to be the best strategy to ensure that your business stays relevant and ahead of the competition.
The Rise Of The Digital Nomad
While many businesses still rely on traditional methods of marketing, like television advertising and billboards, the number of brands taking the digital route is increasing. In fact, a Statista survey from January 2019 found that 44% of marketers identified digital marketing as their top weapon of choice. Why? Customers have more control over what they see and interact with online, which can be effective whether a business is physically located in Germany or another country. Additionally, surveys from HubSpot and Statista indicate that consumers prefer to research products and services online before making a purchase rather than relying solely on ads or marketing material.
Due to the nomadic nature of many digital marketers and content creators, working remotely has become popular, especially as businesses adjust to the current pandemic. According to a 2019 Statista survey, 49% of those claiming to be digital marketers said that working remotely is something that they do regularly. Another survey from LinkedIn found that 42% of digital marketers say that they will be working remotely at least some of the time in the coming year.
How To Become A Successful Online Marketer
In order to be considered a’successful’ online marketer, you’ll need to demonstrate that you can drive revenue and profit for your business. To do this, you’ll need to build a track record of proven results and incorporate conversion rate analytics into your strategy. With so much competition, it’s essential that you stand out from the crowd and become a go-to source for advice and training for newbie marketers.
Before you begin building your online marketing strategy, make sure that you’ve taken the time to establish yourself as an expert in your industry. This means that you’ve conducted extensive research into your audience’s needs and developed a clear understanding of what they want. In addition to this, you should consider making coursework and certifications available for free to encourage potential customers to learn more about your offerings.
Omnichannel Marketing: The Key To Successful Digital Marketing
According to HubSpot, being able to effectively utilize all of the above-mentioned tactics for digital marketing is known as ‘omnichannel marketing’. Essentially, this is marketing that involves using various platforms and methods to reach and communicate with customers. This could include paid advertising (such as Google Ads or Bing Ads), social media, email marketing, and website and app building (SMBs, aka small-medium sized businesses).
Many businesses are now taking advantage of the digital nomad lifestyle and are starting to market online using many of the same methods that successful digital marketers are using. For example, a real estate company in Germany called Gbtree found that 27% of their customers discovered them online, while 22% used social media to discover the business. In comparison, only 4% of customers were prompted to check out the franchisee by a salesman in a physical shop.
Incorporating all of these various methods of marketing into your strategy is known as’multi-channel marketing’.
While many businesses are still figuring out the best ways to market online, Germany has been a stalwart of progress when it comes to digital marketing. This is primarily due to the fact that the country has many established marketing and business-to-business communities online.
Additionally, many large corporations have local offices in Germany and are very active in online marketing. This includes companies like Axelrod, HP, L’Oreal, Puma, and many more. Germany’s digital marketing community is also extremely active, with many top tier digital marketing consultancies and agencies based in the country. As a result, digital marketing in Germany is considered to be quite innovative, with many small and medium sized businesses using digital marketing to grow their businesses.
Top Tactics Used By German Marketers To Market Online
The following table provides a quick snapshot of the top online marketing tactics used by German businesses:
- 20% Search Engine Optimization (SEO)
- 12% Email Marketing
- 10% Content Marketing (Blog articles, white papers, etc.)
- 8% Facebook Marketing
- 7% Instagram Marketing
- 6% Snapchat Marketing
- 5% Twitter Marketing
When it comes to marketing online in Germany, the above tactics are quite common. However, to really stand out from the pack, you should be using methods that are a little bit ‘out of the ordinary’. For example, it wouldn’t hurt to have a few pieces of viral content to spread the word about your business. Additionally, if you’re looking for ways to stand out, you could try creating infographics or using a VA to create content for your business.
Before you begin your online marketing journey, make sure that you’ve taken the time to build a blog. Having a dedicated space on the web to write and publish content is an excellent way to establish yourself as an expert in your industry and to keep customers informed about the latest news and developments.