In this article we will try to give really useful advice on website promotion in Germany, and not optimized nonsense text for search engines, which is of no interest to anyone. How to start online sales in Germany? Answers and advice from an Internet marketer. So, let's go.
Germany is one of the largest and most solvent markets in the European Union, with an active Russian- and Ukrainian-speaking population of up to 2 million people (according to Meta).
Retail sales market in Germany: offline or online?
If in the US the online retail market at one time reached up to 45% of the entire market, and during the Covid pandemic it was even more than 50% for some time, then in Germany the situation is somewhat different. Germans, like all Europeans, are more conservative and tend to shop offline. Yes, in Germany from Monday to Friday there is hard work, and on the weekends it is a pleasure to go to your favorite store, walk your girlfriend, suit, dog and make an unforgettable purchase. No, we don't want to say that there are no online sales. They exist, but with a slightly different commodity and time structure.
Under what conditions do people buy online?
👉 Shortage. When the required product is not nearby, and it is quite far to travel for it.
👉 Trust and consumption experience. When a product or brand is already well known and the choice of purchase channel no longer matters.
What is the best way to find a buyer on the Internet?
➊ SEO promotion in Germany
Why is SEO in 1st place?
It's quite simple. The internet promotion market in Germany is just gaining momentum. It is not yet so heated by competition and results can be achieved quite quickly, thanks to SEO optimization, as it was in other countries many years ago, including ours. Now, in other countries this is not the case, contextual advertising will be in first place.
SEO promotion in Germany will not have any distinctive features, since classic SEO is an eternal model of success in any country, if used correctly. Google algorithms are almost the same in all countries. The only big difference will be payment in euros at very market prices, which our advertisers are not used to.
➋ Contextual advertising in Germany
Google Ads is number one. What you need. A quick start and the highest quality of traffic when used in the right hands. For advertising services - search advertising, for advertising an online store - Google Shopping and search.
An important clarification! Merchant Center is active in Germany, which is important because it is not available in all countries of the world, but thanks to it up to 80% of online sales are achieved. This is why Google Shopping is the number one choice for online store advertising in Germany.
Also, when using contextual advertising for an online store, it is important to consider the presence of marketplaces in your niche, such as: Ebay, Amazon, Etsy. This is easy to check by entering basic queries into the search.
What does Ebay, Amazon, Etsy have to do with it?
These 3 players control 50-70% of search results in many countries, thereby keeping new players out of the market. How did they achieve this?
Yes, abroad, few people want to bother with their online stores, and sometimes it is easier for the owner to add his product to the marketplace and pay for its advertising in the form of a commission upon its actual sale.
If there are no such players in your niche, be happy and move on; if there are, be prepared for a tough fight and adjusting your strategy to the presence of these players.
➌ Targeted advertising in Germany
Meta advertising: Facebook, Instagram, Whatsapp.
Find a potential client by specific characteristics?
This is it!
Targeted advertising in Germany - a quick and inexpensive start. Not everyone can afford to make a website, but creating pages on social networks Facebook and Instagram makes the task of minimal representation on the Internet much easier. With the right advertising, you can easily collect the necessary applications for a medium-sized business, if these are not sales that require a mandatory website.
➍ Advertising on Google Maps in Germany
Advertising on Google maps is a trend that is now relevant in almost all countries of the world, since users are primarily interested in today:
👉 territorial proximity, which means minimal loss of time;
👉 business reputation, namely reviews about the company.
Advertising on Google maps can be implemented today through:
👉 Google My Business options, as a result of which the advertising campaign will be loaded into Google Ads;
👉 Performance Max advertising campaign through Google Ads.
This is the ideal solution for attracting offline customers. This type of advertising will be focused on conversion and a specific core of search queries, for which the advertising will be shown in the google.de search and thematic sites.
Analytics and consent mode
It is important to take into account the fact that Germany is part of the European Union, in which consent modes must be implemented on websites.
Yes, each user has the right to give or not give consent to the processing of their data. Yes, we are right in hinting that you will not be able to see all the data and establish all the cause-and-effect relationships between promotion and the result. That is why, when planning the promotion of the site, you should immediately understand how you will evaluate the final result.
Money, entry thresholds and dynamics
We, having worked in Ukraine for a long time, have adopted the American management model, due to the adoption of capitalism from the West by our country.
The Internet is a market of constant competition.
Things will never be the same as they were yesterday, everything here is constantly changing. This is not printing flyers and booklets, everything is constantly moving here. Every enterprise strives for economic growth and expansion of its market share. And here it is necessary either to be fundamentally different from competitors, or to press, depending on your economic situation. The threshold for entering the market is constantly growing. Those who start promotion earlier are in more favorable conditions. And this is a fact.
Cases and all sorts of vanilla things
We will not hang noodles on your ears, but we will make it clear that you have come to the right place. For over 15 years, we have been engaged only in advertising and promotion. We manage both small projects and projects with six-figure budgets, which we are ready to talk about in a personal conversation. Contact the agency using the contacts or leave a request below.
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