Berlin is the capital city of Germany and one of the world’s most fashionable and innovative cities. The 14th edition of the Web Summit – a gathering of the world’s leading entrepreneurs, investors and digital enthusiasts – will be taking place in the German capital in just over a week.
The city is rich in culture and history, and has a highly-educated population and a thriving tech scene. If you’re looking to develop or grow your business in Berlin, then the Summit is an important platform to showcase your products and gain valuable contacts.
To help you build a successful online marketing workshop in Berlin, we’ve put together a list of the most crucial things you need to know.
The ROI Of Digital Marketing
The return on investment (ROI) of digital marketing is a widely accepted way of measuring the efficiency of online marketing campaigns, and the number is constantly growing. Simply put, the ROI of a digital marketing campaign is the monetary or qualitative benefits generated by that campaign, expressed as a percentage.
According to HubSpot Blogs research, 83% of consumers feel more confident purchasing online because of the benefits of digital marketing, and 73% feel more comfortable recommending a company they find online. These statistics indicate that businesses that utilize digital marketing see a significant increase in customer confidence and loyalty.
In other words, creating a successful digital marketing campaign can be incredibly profitable. The question is – how do you create a successful digital marketing campaign? The answer is a little complicated, but with some basic guidelines, you can be sure of producing excellent results.
Choosing A Niche
The most basic guideline for creating a successful digital marketing campaign is to choose a niche. Put yourself in your customer’s shoes for a moment – if you’re visiting a website that appeals to your interests, hobbies, passions, etc., then it’s likely that you’ll be motivated to conduct further research or make a purchase. Moreover, research has proven that consumers often navigate online markets and search engines directly from their smartphones, often without even visiting a website first.
In case you’re wondering, a niche is a “small market or area of activity,” according to the American Association of Advertising Agencies. It’s often considered to be a “specialty market.”
For example, “winter sports” is a niche within the general category of “winter activities”. The niche is small because there aren’t that many people who participate in winter sports (around 10 million of Germany’s population). It’s also considered to be a “niche” because it’s a small subset of the whole winter activities category. If you’re not sure what a niche is, think of a hobby or passion product that is popular but has little to no competition in its space. Creating a successful niche product means that you can get very good sales, without having to compete with giants like Google or Facebook.
Understand The Basics Of Conversion Optimization
If you’re new to digital marketing, then it’s a good idea to brush up on your knowledge of conversion optimization. Simply put, conversion optimization is the process of improving the performance of a web page or online product to increase the likelihood of a purchase. It is a combination of analytics, testing, and learning – with a bit of psychology thrown in for good measure.
The process is simple – you identify the underlying causes of why a visitor is on your website or social media channel, gain a clear understanding of their persona, goals, and challenges, and then, using that information, transform your approach to achieve better results. If you’re looking to create a successful online marketing workshop in Berlin, then you should have a good grasp of conversion optimization.
Pick A Top Research-Based Competitor
You might be thinking that as the owner of a business, you’ll be able to pull off any marketing campaign you want – but that’s not true. You need to pick a top research-based competitor. To put it simply, your research team should be able to devise a plan that allows you to outperform the competition.
According to HubSpot Blogs research, consumers typically visit a small number of websites or online brands before converting into customers. In other words, if you want to create a successful online marketing workshop in Berlin, then your research team should be able to suggest websites, blogs, and social media channels that target the types of consumers you’ll be attracting.
For example, if you’re trying to grow your business in the toy store sector, then your research team should be able to suggest blogs, websites, and social media channels that target young children or parents. In this case, you might want to look into creating a Facebook page for your business, which will allow you to target younger audiences and engage with them directly on the platform.
The idea is to choose a top-rated competitor that is considered to be authoritative and trustworthy, and will naturally attract, convert, and retain customers. When choosing a research-based competitor, make sure that their track record of success is well-documented.
Create A Goal-Oriented Strategy
To ensure that you’re setting yourself up for success, you need to craft a clear strategy for your online marketing campaign. This strategy should consist of SMART goals – Specific, Measurable, Achievable, Realistic, and Timely.
As the name implies, SMART goals are specific, measurable, achievable, realistic, and timely. When creating a strategy, you need to think about what you hope to accomplish and the steps you’ll need to take to get there. In other words, brainstorm relevant goals, and then break these down into measurable tasks.
According to HubSpot Blogs research, the average purchase funnel starts with 39 steps, and it typically takes consumers 24 days to make a purchase. During this period, consumers will leave the site or channel they’re on, visit up to four different sites or apps, read 11 different articles, and watch two videos – not to mention all the other digital marketing methods they might use.
To create a successful funnel for your brand, you need to follow the proven formula of “attract, engage, and convert.” Simply put, you need to attract prospective customers with compelling content, engage them with useful and informative content, and then convert them into paying customers. To do this, you need to design web pages, create videos, and design emails that are geared toward getting the most out of each customer – and increasing the chances of a repeat purchase.
Use Analytics To Identify The Best Marketing Methods
With any marketing or business strategy, there’s always the option of trying something new and evolving as you go. However, if you’d like to create a successful online marketing workshop in Berlin, it’s important to identify the types of marketing methods that worked best for previous similar businesses.
To do this, you need to use analytics. Put yourself in your customer’s shoes for a moment – if you’re regularly engaging with your Instagram followers and many of them have purchased your product or used your service, then it’s likely that Instagram is the main driver of traffic to your website. Without analytics, you’d never know what channel is bringing you the most traffic or what is motivating your customers to make a purchase.
Based on your marketing goals and what you’ve learned from previous marketing efforts, you can choose from among the following types of analytics: