Online Marketing: Heidelberg vs. Germany

Germany is the fourth-largest economy in the world. It’s considered a safe haven for traders and investors, which makes it a popular place for expats from the UK and elsewhere to live. Whether you’re a first-time entrepreneur starting an online store or a brand-new trader just wanting to set up shop in an accessible location, there’s plenty to do in Germany.

One of the most famous cities in Germany is Heidelberg. Nicknamed the “City of Palaces,” this romantic destination is famous for its castles, museums and botanical garden. If you’re looking for a short break away from the hustle and bustle of daily life, consider visiting one of Germany’s most popular cities. You’ll find a huge amount of green space, as well as a thriving art scene, café life and events organised throughout the year. The city is also steeped in history, with the likes of William Shakespeare and Johann Wolfgang von Goethe living and breathing there. While you’re in Heidelberg, be sure to walk to the castle tower, go to the botanical garden or pop into one of the city’s numerous museums. You can catch the bus right outside the hotel back to your luxurious digs.

Marketing Channels

In today’s digital world, it’s important to have a clear understanding of how and where your target audience is hanging out. Broadly speaking, there are four channels that you need to focus on:

1. Social Media

Whether you’re a digital marketer, brand strategist or just someone who wants to keep up with what’s happening online, there’s a plethora of social media platforms available. Twitter, Instagram, LinkedIn and YouTube are a few of the most popular ones. Make sure you know how to use these platforms effectively and keep up with the ever-changing world of social media. Being on social media isn’t enough these days – you have to be strategic about what you’re doing there. Create accounts for your business/personal brands, and make sure you’re using them to their maximum potential. Research shows that nearly 50% of consumers have bought something after following a brand or looking at a product online. So, it’s time to take advantage of this fact and develop marketing strategies to maximize your businesses’ presence on social media.

2. Search Engine Optimization (SEO)

Another key area of interest for any potential or existing customer is finding your product or service easily when they’re looking for something online. This is where search engine optimization (SEO) comes in. When a potential customer seeks information on the subject matter you offer, your SEO will aim to ensure their search engine results are relevant and display your business/product in the best possible light. To achieve top spot in the search engine results, you’ll need to follow a set of proven SEO techniques, such as keyword research, content development and optimization, backlink building and mobile-friendliness.

3. Email Marketing

If you’ve ever shopped online, then you’ll know how important it is to keep your email marketing simple and engaging. With customers often receiving hundreds of spam emails daily, it’s important to stand out from the crowd. This is especially important if you want to grow an email list and engage with potential customers. People are bombarded with so much information online that if you want them to engage with you, you’ll need to make sure your emails are different. Do your research and choose a subject line that isn’t widely used – something that will catch the reader’s attention. You could also experiment with an engaging body copy and try creating a buying persona to make the content more personal. These things will help you to stand out from the crowd and ensure that your emails are opened and read. That’s what’s important.

4. Display Advertising

Not all online customers will end up becoming paying customers, but everyone online has a screen in front of them. This is where display advertising comes in. Essentially, display advertising is any advertisement that pops up on a web browser’s screen. The most common types of display advertising include banner ads, pop-up ads and interstitial ads. These are all ads that appear at the top or bottom of a web browser’s page – anywhere in between the content and the menu. A 2018 ZenithOptimedia UK Advertise Online report found that 41% of respondents said they regularly read online ads, while 37% said they use them as a guide to make purchasing decisions and 15% said they use them to learn about a product or service.

Why Germany?

As mentioned, Germany is a popular place for expats to live due to its low unemployment rate and safe-bank environment. Brexit has undoubtedly not helped the perception of the UK as a safe haven for trade and investment – 60% of German businesses have plans to expand their operations in the UK after Brexit, which is a good thing for UK businesses looking to enter the German market. The fall in the value of the pound against the Euro and other major currencies has also made Germany a more attractive place to invest.

The country is also well-known for its efficient and effective banking system, which provides an excellent base for a business or individual looking to start up or expand a business in Germany. The Eurozone crisis didn’t spare Germany, which suffered as much as any other country. However, it was able to better control inflation, which prevented a much larger decline in the value of its currency. This, in turn, made Germany a more desirable place to do business.

Above all else, Germany is located in Europe, which provides a unified market for companies looking to expand their reach. If you can get your product to market more cheaply and efficiently in Germany than you can elsewhere, it’s a no-brainer for businesses with a global outlook.