Performance Marketing

LinkedIn is the largest business contact platform in the world. In Germany, it has also far surpassed XING, which was previously the most widespread platform. In terms of marketing and lead management, no company can currently ignore LinkedIn. This is due to the following reasons: Through LinkedIn’s algorithm and the use of the LinkedIn Sales Navigator, the platform enables “new” digital paths in the area of targeting and addressing target groups.

We would be happy to explain exactly what this looks like in a consultation. Of course, it depends very much on the task at hand whether and in what form an advertising engagement on LinkedIn is appropriate and makes sense. In the marketing mix, however, it is in almost all cases a “touchpoint” that must be evaluated and decided.

Clearly, no. As always, it’s a question of strategy. In an overall context, Google Ads can be an important channel. Depending on personas, market area, product or service and also the objective. The three main Google Ads channels are search, display and video. All with their specific advantages and disadvantages. It is a core task of today’s digital agency to have experience in these areas and to provide the necessary advice. The production of the advertising material and its creative implementation is just as important here as the appropriate targeting. We recommend Google Ads primarily in connection with other channels and a suitable funnel strategy.

Alongside the top dogs in Germany, Wall and Ströer, Framen has made a name for itself and is constantly developing. We are a partner of Framen and rely on this channel when it comes to regional, targeted targeting on digital displays in the field. The now possible targeting of defined locations, also makes it an interesting channel. Here, too, the marketing mix is crucial. We can rarely recommend a pure DooH campaign. We develop creatives for this channel in portrait and landscape format as well as suitable QR codes to be able to measure a direct conversion. Experience helps us here to implement the creatives so that they work. A very interesting channel in combination with other forms of advertising that increases the number of contacts and provides attention.

SEO is a basic discipline in performance marketing. Whenever the website is the focus of customer contact or lead generation, the optimal preparation of content for the major search engines, first and foremost Google, is a mandatory task. We work for clients only in this discipline or combine the services with other fields of activity. No matter if as a project or as an ongoing task, which in my opinion is the better way. SEO is not an on-stop show. Due to the continuous adjustment of the Google algorithm and the content work of competitors, the visibility in the SERPs also changes. If you want to keep content constantly on top, there are many factors to consider, which involve technical implications as well as the modification of image and text material.

Amazon Content Management is primarily concerned with vendor support. The work in Amazon’s Vendor Central system follows on seamlessly from the services for general content optimization. Keywords are optimizations for keywords and content, the Amazon A9 (Amazon’s search function), A+ templates and general content such as product descriptions, titles, highlights and images. Due to the different players seller and vendor, competitive situations can arise that make it necessary to monitor the content and react quickly. We work here with tools like Amalytix, which enable the best possible analysis of customer accounts and help to monitor and react.

However, some accounts are not optimally set up in terms of basic structure and product investment. Be it in the basis of parent and child ASINs or in the optimization of images and videos for Amazon. This is a wide field in which we are happy to offer support or take over the content management completely.

Everything starts with a detailed consultation. This should then lead to a re-briefing by us on the basis of a briefing in order to optimally understand the customer’s objectives. Often, concrete expectations already exist here. These must be written down and compared with reality and the possible budget. Are the goals realistic? What time horizon is possible? What is the effort behind it? Does it all make sense? Etc. The result is a clear and jointly agreed idea of what is to be achieved. This is very important to avoid misunderstandings and to define really feasible goals.

Once this task has been completed, the next step is to plan the channels and the content, i.e. a combination of creation and media. The technical aspect then makes it possible to define what is measurable in the form of conversions and in what form the target can be substantiated with “hard” facts. This is not always possible, but it can be very helpful in supporting the achievement of the goal. Conversions can also be very different in the funnel strategy, depending on whether, for example, an add-to-basket is already seen as a goal achievement or only a completed purchase.