What is a sales target in marketing?

Here’s what it’s all about:

• Sales Goals in Marketing: A Brief and Clear Explanation
• Distinction from Related Concepts
• The foundation of every marketing strategy

A revenue target defines the total revenue a company or product line aims to achieve within a specific time period—usually a quarter or fiscal year. In marketing, it serves as an overarching planning metric: budget frameworks, conversion rate requirements, and lead targets are calculated backward from the revenue target. A distinction is made between absolute targets (e.g., €2 million in annual revenue) and relative growth targets (e.g., +25% compared to the previous year). Both types require a clear breakdown of the necessary marketing efforts.

Core Principles of the Revenue Target

A valid revenue goal follows the SMART principle: It is specific (a concrete number, not “more revenue”), measurable (a transparent KPI path), achievable (based on historical data and market potential), relevant (linked to company goals), and time-bound (a clear timeframe). Companies that consistently apply these criteria avoid the most common pitfall of marketing planning: ambitious goals without a clear operational implementation plan. A revenue target without a backward calculation isn’t a goal—it’s a wish.

Distinction: Revenue Goal vs. Marketing Goal vs. KPI

The revenue target is at the top of the goal hierarchy. Below that are marketing goals such as “Increase brand awareness” or “Increase the share of new customers,” which support the revenue goal. KPIs, in turn, are the operational metrics used to track progress—ROAS, CPA, conversion rate, CLV. These three levels must be logically linked: A revenue target of +40% cannot be achieved through awareness campaigns alone if there is no conversion optimization goal behind it. The clarity of this hierarchy determines the coherence of the entire marketing strategy.

The Importance of Sales Targets for Brands

Keep in mind:

• Sales targets in marketing strengthen the brand and customer loyalty
• Direct impact on brand awareness and conversion
• Long-term growth always pays off

Revenue targets create accountability and make marketing measurable. Without a defined target, every campaign remains open to subjective evaluation—but with a revenue target, it’s clear whether a particular initiative has made a contribution. For brands, this means that marketing budgets and campaign strategies must be based on realistic revenue expectations, not on gut feelings or historical spending.

Facts and Figures: What Research Shows

The numbers speak for themselves: According to a 2024 McKinsey analysis, companies with formal revenue goals in marketing achieve, on average, 19% higher budget efficiency than those without structured goal planning. A HubSpot survey of 1,400 B2B marketers shows that teams with documented revenue targets are 2.3 times more likely to rate their annual budget as “well spent.” In e-commerce in particular, the link between revenue targets and campaign management is well established: 78% of profitable online stores with annual revenue exceeding €10 million work with quarterly ROAS targets derived directly from their revenue plan.

Link to the marketing budget

Ideally, the marketing budget is derived from the revenue target, not the other way around. A company aiming for €1 million in revenue and, based on experience, achieving a 4:1 ROI will need approximately €250,000 in marketing spend. This logic—where the goal defines the budget—is more professional than the traditional “we take 10% of last year’s revenue” model. For growing companies in particular, goal-based budget planning is the decisive difference between stagnation and scaling.

Leadership Based on Numbers Rather Than a Focus on Creativity

Strong marketing organizations lead with data. That doesn’t mean ignoring creativity—it means placing it within a measurable framework. Performance marketing without a revenue target is like driving without a destination: you’re moving, but you don’t know where you’re going. Executives who consistently use revenue targets as a starting point can justify budgets, align teams, and clearly document successes.

Strategic Deployment: Top-Down vs. Bottom-Up Goal Setting

Here’s how it works:

• Clearly define your goals before you start
• Integrate the revenue goal into the marketing mix in a targeted manner
• Test, measure, and continuously optimize

There are two basic methods for translating revenue targets into marketing KPIs. The top-down method starts with the overall revenue target and breaks it down into individual channels: a target revenue of €1 million, of which 40% comes from performance marketing, 30% from email marketing, and 30% from organic channels. Each channel is thus assigned its own sub-target and budget.

The bottom-up method starts with the available resources and calculates the realistically achievable revenue potential: If the team can generate 5,000 qualified leads, with a conversion rate of 3% and an average order value of €800, this results in a revenue potential of €120,000. Both methods have their merits; professional marketing teams combine them to verify plausibility.

The OKR (Objectives and Key Results) framework has proven to be an effective structured framework for revenue goals in marketing. For example, the objective might be “Double revenue in the DACH market,” and the key results are measurable: “Achieve a ROAS of 4.5,” “Keep CPA below €35,” “Increase CLV by 20%.” OKRs create transparency and focus—they link the revenue goal to day-to-day marketing decisions.

Specific calculation examples illustrate the process: Revenue target of €1,000,000, average order value of €200, number of purchases required: 5,000. With a conversion rate of 2.5%, 200,000 qualified website visitors are needed. With a CPC of €1.20, this results in a paid traffic budget of €240,000—or you’ll need to generate some of the traffic for free through organic growth, content marketing, and SEO.

Step-by-Step: Translating Sales Targets into KPIs

The backward calculation from the revenue target to operational KPIs follows a clear pattern. Step 1: Set the revenue target (e.g., €500,000 in Q3). Step 2: Determine the average order value (AOV)—based on historical data or industry benchmarks. Step 3: Calculate the number of purchases needed (€500,000 ÷ €150 AOV = 3,333 purchases). Step 4: Set the conversion rate and determine the required traffic (3,333 ÷ 2% = 166,650 visitors). Step 5: Allocate traffic across channels and derive budgets per channel. Step 6: Set a ROAS target and define it as a weekly performance KPI. In practice, this process takes two to three hours—but it saves weeks of course correction if targets are missed.

Common Mistakes in Goal Setting

The biggest mistake is skipping the backward calculation: Teams set a revenue target but continue to work with the same budgets and channels as the previous year—without checking whether this setup even makes the new target possible. The second common mistake: overly optimistic conversion rate assumptions. Anyone who assumes a 5% conversion rate when the historical rate is 1.8% will inevitably miss the revenue target. The third mistake: a lack of channel attribution. If it’s unclear which channel contributes what share of revenue, it’s impossible to make budget decisions aligned with the target. Clean UTM tagging structures and a consistent attribution model are therefore not optional—they’re mandatory.

Best Practice Examples: How Leading Brands Use Sales Targets

Here’s how it works:

• Clearly define your goals before you start
• Integrate the revenue goal into the marketing mix in a targeted manner
• Test, measure, and continuously optimize

Successful brands treat revenue targets as a strategic compass for all marketing decisions. Zalando uses channel-specific ROAS targets derived directly from the annual revenue plan—each performance team knows exactly how much revenue its campaigns must contribute. Salesforce consistently works with OKRs and links marketing KPIs such as B2B lead generation and MQL volume directly to the quarterly revenue target. HelloFresh optimizes its CPM and cost per lead on a weekly basis based on the current revenue forecast—if targets are met, the budget is increased; if there’s a deviation, course is immediately corrected. Gymshark combines influencer marketing with precise ROAS targets for each collection launch, enabling it to demonstrate the direct revenue contribution of every creator partnership. What all these companies have in common is that they view the marketing budget not as an expense, but as an investment with a calculated return.

Zalando and HelloFresh: Data-Driven Sales Management in E-Commerce

Zalando publishes quarterly performance reports that highlight the close link between marketing efficiency and revenue growth. ROAS is not treated as a lagging metric, but rather as a leading indicator: As soon as ROAS falls below the target value, campaigns are reallocated within 24 hours. HelloFresh, on the other hand, uses cohort analysis to compare the customer lifetime value (CLV) of new acquisition cohorts against the revenue target on a weekly basis. If a cohort’s CLV falls below the threshold, the acquisition strategy for that segment is immediately adjusted. This approach makes it possible not only to plan revenue targets but also to manage them in real time—a decisive competitive advantage in fast-moving markets.

B2B Approach: Salesforce and the MQL-to-Revenue Chain

In a B2B context, the link between marketing activities and revenue is less direct—sales cycles take longer, and multiple touchpoints influence the purchasing decision. Salesforce has therefore established a detailed MQL-to-revenue chain: Starting with the quarterly revenue target, the required pipeline value is calculated in reverse, which in turn determines the necessary MQL volume, and finally the required marketing activities per channel. This methodology is particularly relevant for SaaS and enterprise software companies, where a single deal can be worth €50,000 or more—and where a lack of revenue target tracking can quickly lead to six-figure budget misallocations.

According to a Deloitte study (2024), companies that consistently derive their marketing goals from their revenue targets achieve, on average, a 23% higher marketing ROI than companies that do not formally link their goals.

Conclusion: Revenue Goals as the Foundation of Every Marketing Strategy

Conclusion:

• Sales targets are indispensable in modern marketing
• Think strategically, implement consistently

A clearly defined revenue target is essential for professional marketing. It enables budget justification, KPI derivation, channel prioritization, and transparent performance measurement. Whether top-down or bottom-up, whether OKRs or traditional goal-setting—what matters is that the marketing team always knows what revenue contribution it is expected to make. Leading with numbers trumps creative gut feelings—not because creativity isn’t important, but because only measurable goals generate real learning curves. Brands that consistently follow this approach optimize faster, waste less budget, and scale more sustainably.

Decisions Made During Pre-Production

During this phase, the most important questions are addressed before any costs for the team or equipment are incurred: What message should the video convey, what target audience is being addressed, and what visual style suits the brand? The available budget also sets the framework for all subsequent decisions at this stage.

Practical tip: Any changes to the concept are virtually free during pre-production—but once filming begins, they quickly become expensive.

Answering these questions early and thoroughly significantly reduces the risk of costly reshoots. A clear briefing at this stage saves valuable time on the day of filming.

• Define the Concept and Message
• Create a Screenplay and Storyboard
• Select Cast and Location
• Finalize the schedule and budget

From Concept to Shooting Schedule

The concept is developed into a concrete shooting schedule that includes the sequence of scenes, locations, and required equipment. A precise focus on the target audience is already incorporated into the tone and visual language of each scene at this stage.

• Planning the Sequence of Scenes and the Shooting Order
• Define the required equipment
• Obtain Permits for Venues
• Plan for weather and time contingencies

Team and Roles in Pre-Production

Several roles are involved as early as the planning phase: the director and art director develop the creative direction, the producer assesses feasibility and the budget, and the camera crew is often already involved to clarify technical requirements early on. The sooner this coordination takes place, the fewer surprises there will be on the actual day of filming.

Communication with the client is also part of this phase: expectations, approval processes, and points of contact should be clearly defined before filming begins so that no time is lost during production due to organizational questions.

• Involve the director, producer, and cinematographer early on
• Clarify technical requirements in a timely manner
• Align expectations with the customer
• Specify Contacts and Approvals in Advance

Why Good Pre-Production Saves Money

Changes made on set after the fact always cost more than planned changes to the concept. B2B companies with multiple approval levels, in particular, benefit from making decisions before filming rather than during it.

• Obtain approvals before filming begins
• Avoid Reshoots Through Clear Planning
• Calculate a realistic budget buffer
• Clarify Responsibilities Within the Team

Pre-Production and Briefing Quality

An unclear briefing at the start of pre-production creates uncertainty that permeates the entire project. If you don’t precisely define the target audience, message, and desired impact, you risk ending up with a result that may look professional but misses the actual goal. Such discrepancies often don’t become apparent until the video is finished, when corrections are hardly possible anymore.

A structured briefing document with specific examples and references makes it easier for the director and art director to properly understand the client’s expectations from the very beginning. Subsequent approval processes also proceed much more quickly when everyone involved is working from a common foundation.

• Describe the target audience and message precisely
• Provide specific references and examples
• Clearly Document Expectations Early On
• Avoid Misunderstandings Through Structured Briefings

Pre-production determines, long before the first camera starts rolling, how smoothly and effectively a video will turn out in the end. Diligence during this phase is not a waste of time, but rather the most cost-effective investment in the entire content creation process. Those who consistently make the most of this phase reduce risks before they can even arise. This forward-thinking approach is what distinguishes professional video productions from improvised projects.

Casting and Casting Decisions as Part of Pre-Production

The people who will appear on camera in a video are selected during pre-production. The casting process plays a key role in determining how authentic and appropriate the final cast will be in conveying the brand message.

If the casting is scheduled too late, the entire schedule comes under pressure because actors’ available dates are often much more limited than the actual shooting schedule would suggest.

• The cast will be decided before filming begins
• The casting process influences how well the product aligns with the brand
• Late casting puts the schedule at risk
• Confirm actors’ availability early on

Technical Planning and Equipment Reservation in Advance

The appropriate camera and lighting equipment must also be determined during pre-production and reserved well in advance, especially when specialized equipment is in limited supply. Anyone who delays this planning risks finding, shortly before the shoot, that the necessary equipment has already been booked for another project.

Early coordination with distributors or your own technical team is therefore just as much a part of pre-production as content and creative planning.

• Decide on camera and lighting equipment early on
• Reserve special equipment in advance
• Delayed planning risks a shortage of equipment
• Plan to coordinate with distributors well in advance

Those who reliably sort out casting, equipment, and approvals during pre-production give the actual shoot the necessary leeway to focus on creative ideas rather than organizational problems.

TV advertising: How does it work?

Was willst du kommunizieren und wie?

Do you want to book advertising on television? The process is more complex than with digital ads, but it is manageable thanks to a clear structure. It starts with strategic media planning, continues with the creative production of the spot and ends with the booking of the broadcasting slots and the subsequent performance analysis. In contrast to online performance marketing, the focus here is often on branding, with modern tracking methods now also making direct sales impulses measurable.

How to switch on TV advertising:

• Definition of the target group and selection of suitable channels
• Conception and storyboarding of the commercial
• Production in high-end quality (4K/Cinema standard)
• Media buying and negotiating discounts
• Monitoring the impact and measuring the effect

From TV commercial to scatter effect!

From TV commercial to scatter effect (free of charge), like here from our cases:

Agency: Production & Media Buy

A full-service agency takes the complexity off your hands. While photo and video production creates the creative basis, media buying takes care of the best broadcasting times at the best price. We see ourselves as a bridge between your brand and the major marketers. The process is divided into clear phases:

1. Planning the TV commercial: Strategic orientation and objectives.
2. Creative phase: Creation of script and storyboard.
3. Production: Shooting, editing, voice-over and color grading.
4. Media planning: Selection of broadcasting environments and time slots.
5. Radiance: Technical handling and reporting.

These are the typical 5 steps to a TV commercial.

Planning the TV commercial – Step 1

During planning, we determine who we want to reach. Is it the broad masses on RTL or ProSieben, or are we looking for the niche on channels such as n-tv or Welt? We analyze the viewing habits of your target group and often combine these findings with data from your marketing consultancy in order to exploit synergies. The goal: a commercial that is not only seen, but stays in the mind.

Weeks before, the planning:

Spot production

A TV commercial has to be technically perfect. There is no second chance for a first impression. We rely on professional equipment and experienced teams. We often integrate UGC elements or influencer scenes to make the commercial more approachable for younger target groups. Today, a good TV commercial is usually the basis for “snackable content” on social media channels.

Booking and playout

At Media Buy, we negotiate for you. Thanks to our network and many cases, we have access to attractive conditions. We make sure that your spot runs in environments that strengthen your brand. We also consider “prime-time” vs. “off-prime” slots in order to achieve the maximum frequency for your budget. Coupling with Google Ads (search triggers during the broadcast) is also essential here.

Analysis and optimization

After the campaign is before the campaign. We use direct response tracking to analyze how many users visited your website after the broadcast. We compare the cost per contact (CPM) with other channels such as YouTube Ads in order to evaluate the efficiency of TV advertising in the overall structure. This is the only way to clearly illustrate the ROI (return on investment).

Working with prominent faces?

Sometimes a celebrity or influencer can help to build instant trust. Well-known faces act as “testimonials” and can convey the advertising message more credibly. Especially for new brands on the market, a prominent face provides the necessary “social proof” that would otherwise take years to build up. We support you in selecting and contracting the right personalities.

Prices: What does TV advertising cost?

The question that interests everyone: How much does it cost to run TV advertising? Prices vary enormously and depend on the audience, the time of day and the channel. While a slot during a World Cup final costs millions, regional stations or niche channels are surprisingly affordable. We calculate transparently for you so that you don’t get any surprises.

Example small TV station ~ 2.500 € – 5.000 € / day

Niche channels (e.g. special interest, regional or news) offer a favorable entry point to reach a top target group without high wastage.

• Lower production costs possible
• Very targeted approach (e.g. business context for news channels)
• High repetition rate of the spots
• Ideal for regional test campaigns

Example large TV station ~ 50,000 € – 250,000 € / day

Investing in the top 5 channels (RTL, ProSieben, etc.) buys massive attention. This is about national awareness in the shortest possible time.

• Maximum reach (millions of contacts per spot)
• High branding effect and prestige
• Perfect for product launches
• Strong synergy effects with e-commerce campaigns

The goal: more sales and deliveries:

Campaign broadcasting: From TV to social media

A modern TV commercial is just the beginning. We extend the campaign from “out of home” or the TV screen directly to the home on the smartphone. With TikTok ads, Instagram ads and suitable content, we create a seamless customer journey. If the user sees the ad on TV and finds the matching ad in their feed shortly afterwards, the likelihood of purchase increases massively.

Your TV agency & contact

As a holistic marketing and advertising agency, we are always “cutting edge” thanks to our numerous cases. We know what works in practice because we manage major brands ourselves. Why hire an agency? Because it saves time, nerves and money. We know the pitfalls in planning and production and ensure that your budget is used optimally.

• Agency contact
• YouTube & Video Strategy
• Use UGC for TV commercials

Social media: Marketing cars on TikTok & Co.

In the world of TikTok, Instagram, YouTube and the like, the role of social media in car advertising has increased enormously. Automotive companies are increasingly relying on social media platforms to present their products. Here are some approaches:

Advertisements: Data-based social ads

Ads on social media platforms are extremely effective for reaching a broad target group. Performance marketing is our core area. The visual elements of platforms such as Instagram and TikTok provide the perfect stage to show cars in action.

Influencer marketing: attention & recommendation

Collaborations with influencers who specialize in cars and lifestyle can create a strong connection with potential buyers. Competitions and test drives in collaboration with influencers can draw attention to a specific car model.

UGC Content: Users create content

User-generated content (UGC) plays an important role. Car manufacturers and dealerships can encourage customers to share their own experiences with the vehicles in the form of photos and videos. This creates authentic content and strengthens the bond with the brand.

Example Toyota C-HR Hybrid:

Online advertising: 2 high-performance methods

Online advertising is an indispensable part of any car advertising campaign. Automotive companies focus on two important approaches here:

Native ads: advertising as content

Native ads, which are seamlessly integrated into the content of websites and apps, offer the advantage of being less intrusive but still effective. This is particularly important to attract the attention of the target group.

Referral marketing entirely “without” advertising

What are Google Ads?

• Search engine advertising
• Text-based displays
• Focused on keywords

Directly, at home, directly via referral marketing. Native ads appear naturally in online media, for example in the form of a news item or an interview.

Google Ads: Advertising in search engines

The targeted placement of ads based on specific keywords(Google Ads) makes it possible to reach potential customers who are actively searching for cars or related services. This leads to faster results and higher visibility.

The advantage? People search with interest, it doesn’t have to be aroused first

What are Google Ads?

• Integrated into the native content
• Adaptation to the platform format
• Suitable for branding and more subtle messages

Ads put you at the top of the search results, where searchers are most likely to pay attention / click.

Events: Live Marketing

Live marketing events are still an important part of the car advertising strategy. A lot can be said online, but the decision is made on the road. This is where launch parties and events focused on one day of PR activities are crucial.

Roadshows: Regionalized marketing

Regional hotspots and a series of events can significantly intensify a car brand’s presence. Such roadshows on 5, 10, 15 or more dates offer the opportunity to present a new model in different cities and regions and to address potential buyers directly. Our roadshow agency has already done many things, from test drives in an electric car to a race in the desert.

Tip: In combination with data-based advertisements(performance ads), we can reach people in the surrounding area with pinpoint accuracy.

Creatives: photos, videos, animations:

The creation of appealing, visual content is crucial. This includes not only professionally created photos and videos, but also animations. In addition, user-generated content (UGC) plays an important role as it promotes authenticity and customer loyalty.

No good ad without good creative! Visual content catches more than a thousand words.

Here, among others, in Dubai for a customer:

Advertising for cars 2026

Overall, a successful automotive advertising campaign in 2024 will require a thoughtful combination of social media, online advertising, events, roadshows and creative content creation. Automotive companies that use these elements skillfully will be able to effectively showcase their brand and reach potential customers.

How do you write good content?

Step by step writing good content – Here are the steps:

1. Research your target audience
2. Perform a keyword research
3. Know your competition
4. Write original content

Tips & Tricks from our agency

The content should be “shareable”. There are many different reasons why people share posts. For example, the post evokes an emotion or offers a practical value or benefit. By sharing, more users will become aware of you. Try to make your posts as simple as possible for the reader, i.e. try to tell less and show more by using examples. In order for users to pay attention to your posts in the first place, an exciting and captivating headline is the key.

Here are our book recommendations:

Sven-Oliver Funke: Video is King!

Successful online marketing with YouTube

Online marketing specialist Sven-Oliver Funke offers here a meaningful guide on the topic of YouTube Influencer. He explains to the reader in detail the principle of YouTube in the context of online marketing campaigns and explains without great complexity the creation and implementation of YouTube strategies, the successful planning and production of relevant content. The publication of videos is covered as well as the success analysis and calculation of the YouTube channel. Many best practice examples round off the topic and explanations positively.

“Beginners and pros alike will find valuable tips to help them use their YouTube channel more effectively.” (Online Marketing Experts)

Rating: 4.4 / 5.0 Stars (18 customer reviews)

Order book

Joachim Gerloff: Successful on YouTube

Social media marketing with online videos

From search engine optimization to the setup and structure of YouTube channels to the final video production – author Joachim Gerloff knows exactly what he is writing about. Step by step, he explains how to build and develop a successful channel and what design options YouTube offers its users in general. The author has dedicated a separate chapter to the YouTube community and also explains the success of videos based on existing channels.

“Successful on YouTube is a very slim and small book, but very comprehensive. The content is summarized in a factual, simple and understandable way. You quickly get an insight into the world of YouTube and how to do online marketing with videos.” (Mediavalley.de)

Rating: 4.1 / 5.0 Stars (12 customer reviews)

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Andreas Graap: Video Marketing

Successful content for YouTube & Co.< In his book “Video Marketing”, the successful online company founder Andreas Graap deals in detail with all aspects of YouTube and Co., from planning and content to production and storytelling to measuring success after publication. He explains why it is also important for classic companies to think ahead and use YouTube as a marketing platform for themselves and their own brand awareness. Target audience, video formats and other technical details, video SEO and helpful tools – Andreas Graap approaches the topic of video marketing with playful ease and teaches the reader everything he needs for a successful YouTube start.

“I especially liked that the author lists many practical tips in the book, such as how to incorporate video well into your online marketing strategy, which video formats work well, and how to tailor them to your target audience. […] A clear buy recommendation!” (com-on-online)

Rating: 4.6 / 5.0 Stars (27 customer reviews)

Order book

Anne Grabs/Karim-Patrick Bannour: Follow me!

Social Media Marketing with Facebook, Twitter, XING, YouTube and Co.

The social media experts Anne Grabs and Karim-Patrick Bannour know exactly what is important for successful social media marketing. On over 400 pages, this all-rounder deals with all aspects of the online marketing world, including YouTube. From planning marketing strategies to monitoring and online reputation management to social sharing and crowdsourcing, the authors outline individual solutions that can be adapted to all businesses and self-employed individuals. A recommendable beginner’s work, but also the old social media hares can still learn one or two new things here.

“Unlike the mass of social media books that tell you how to sign up for Facebook, the two authors manage to give a comprehensive overview of social media marketing. I can recommend this book without reservation.” (Frank Lehnert, Amazon user, 5 star rating)

Rating: 4.6 / 5.0 Stars (73 customer reviews)

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Marc Oliver Opresnik/Oguz Yilmaz: The secrets of successful YouTube marketing

Learn from YouTubers and use social media opportunities

This reference book, published by Springer Gabler, is entirely and completely dedicated to the world of YouTube. YouTube legend Oguz Yilmaz and marketing professor Marc Oliver Opresnik have sat down together and developed a concise guide to YouTube marketing. They introduce YouTube as an elemental marketing tool in the digital world and go deeper into video content, production and optimization beyond the basics. Furthermore, advertising opportunities and networking within the YouTube community are adressed. Successful corporate communication with YouTube – made easy thanks to “The secrets of successful YouTube marketing”.

“A valuable and important book for anyone who wants to succeed on YouTube. This guidebook shows what really matters.” (Dr. Sandra Maria Gronewald, journalist and ZDF presenter)

Rating: 4.2 / 5.0 Stars (13 customer reviews)

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Christine Henning/Hendrik Unger/Anne Unger: Play!

The handbook for YouTuber

Freshly published in February 2019, the three specialists for creative content marketing show with the new edition of their YouTube handbook step by step how to become successful on YouTube and give your company presence in the digital world. Here, according to the authors, it does not necessarily depend on the budget, because you can also achieve high quality with simple means. Reach, communication with fans, tips on video shooting, editing and uploading, interfaces to other social media platforms – all relevant aspects of the topic are not only touched upon, but also explained in detail. Insider knowledge and recipes for success at first hand!

“In the book you get real practical knowledge. The examples are extremely current and help with the implementation. I’ve been working in the film industry for a long time and can still take a lot for my work. That’s mainly because this book clearly explains what you have to pay attention to if you want to be successful online. YouTube is nowadays more than just a platform where you upload videos. Clear recommendation. Thanks a lot!” (Omran, Amazon user, 5 star rating)

Rating: 4.6 / 5.0 Stars (6 customer reviews)

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Christian Tembrink: YouTube Marketing

Successful with online videos

The studied media management and marketing professional Christian Tembrink introduces with this 400-page work in the world of online marketing. From success planning and the first draft of marketing concepts to content strategies and community management, the author explains step by step and chapter by chapter what really matters in YouTube marketing. Even complex topics such as copyright and imprint are not left untouched. A successful information and reference book for all interested experts and connoisseurs.

“Christian Tembrink is an absolute exceptional talent when it comes to YouTube marketing. […] From me, a very clear MUST HAVE buy recommendation.” (Timothy Scherman, Amazon user, 5 star rating)

Rating: 5.0 / 5.0 Stars (10 customer reviews)

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Achim Beisswender (Ed.): YouTube and its Children

How online video, web TV and social media are revolutionising the way brands, media and people communicate

Clear and with a sense of humour, the editor Achim Beisswender draws the YouTube world on the pulse of time. He manages the straddle between moving image communication and Web 2.0 without difficulty and tells, quite self-critically, about his own practical experiences. A total of 21 authors have come together here to share their knowledge and practical insights about YouTube and online marketing. A great book by experts for experts and those who want to become experts.

“The work, which originated from practice, gives interesting impulses also for the scientific occupation with the topic […]. A must for everyone who deals with the topic of moving images in web 2.0.” (Matthias Mißler, Amazon user, 5 star rating)

Rating: 4.1 / 5.0 Stars (10 customer reviews)

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Buffer: features, networks and prices

More information about the software:

• Buffer
• More strong recommendations: Social Media Software

Source : https://buffer.com

Social media strategy: components and aspects

Even in a social media strategy, one’s own corporate philosophy should always play a role when social media managers take over the planning. Especially when an expert dedicates himself to the topic of marketing in the social networks, every measure should be well planned. But not only each individual measure, also the red thread, the overall work must be coherent. The corporate philosophy contains various components and aspects. A great thought, always comes from the founding team.

Those who started with an idea had concrete ideas and usually implemented them exactly according to their wishes. After all, it is your own product, your own agency or your own company, organized with love and time. Depending on the character traits of the owners, the business philosophy is also different. From the quiet and familiar company, with small staff and the offices to the tightly organized agency everyday, between planning, organization, implementation and monitoring and analysis. Different concepts bring different results and also different employees. As your own number of employees grows, their voice becomes weightier, also in the company’s philosophy. Today we take a very close look at ourselves, our very own guiding principle and also our competitors and the key points that set us apart.

The own market position, the strengths of the competitors but also the own knowledge become an individual picture, if you will a mosaic, from which the own market is composed. The better we understand this picture, the better we can assess where our opportunities as a company. So, after we have evaluated our product categories and our individual products in the last article, categorized them and thus classified them for marketing, we now come to the company and the competition.

• The identity of the company/ the products is crucial for the authentic effect of the brand
• Different concepts bring different results
• The larger the number of employees, the more important their voice in the company’s philosophy.

Market position: understanding the competition / self-assessment

First of all, we always have to talk about a rough assessment, at which market position do we see ourselves at the moment? Through statistics, but also diagrams andd surveys in our own company or through agencies, we can find out where our company stands. As a young company or startup, it is advisable to look at the big ones. They already invest large sums in marketing strategies also for social networks. But fundamentally it is about a market assessment, how high is the volume that can be generated by sales, how is the current target group and who buys or consumes our products? So that later we can compare perfect target group of our product with the target group on the respective social network, the easier we can determine intersections. When assessing one’s own company, it helps too much not only to take a look at oneself, e.g. through the corporate philosophy and the values that are represented, but also an extensive look at the competitors should always be given.

In the end, your own company should be written down in a well-structured way, preferably in bullet points.

• Who are our contacts, what does our target group look like?
• Where are the strengths of our company, in which market do we operate and where should we go with our own product world?

This is not about a page-long, extremely accurate company presentation, but about thinking for yourself. What makes our company stand out at the moment and where do we want to be, with or without social media marketing, in a certain period of time.

After looking at your own company and your own ideas, you should always take a look at the competition. As already described, especially large competitors invest large sums in their marketing concepts, whether that is point of sale, online marketing or even more specifically social media marketing. How do you design your posting? What times do you post? What content do you post?

• Assessing the market position of the company
• Not only take a look at yourself, but also at competitors

Direct competition: Identifying market positions and opportunities

In addition to the large and broad spectrum of an overall competition, there is of course also the direct competition. Competition that offer not so similar products but exactly the same products! For example, if you are a food online retailer and sell organic food, a second organic food shop clearly belongs to direct competition. The food startup that produces granola bars belongs to the broad circle of competition. Here from you can take a learning, copycats, that is to pick up ideas from others, you should only do in great competition, from the direct competitors and rivals, on the other hand, you must clearly stand out. So if you are inspired by creative ideas here, they quickly run the risk of posting exactly the same content. Thus, they do not offer any relevant added value and are therefore not relevant for a certain percentage of fans. It should try to stand out from direct competitors as much as possible. Therefore, even with the distinction in the competitive analysis, the separation between global competition, that is, in the general market and the direct competition, that is, the specific competitors, always distinguish.

• Not directly inspired by creative ideas
• Stand out against direct competitors

Market-specific knowledge: Our USP

For your own social media planning, it is worth taking your own expert knowledge with you. Of course, these are quite individual in every single industry, for every product and every company. Ultimately, however, they always have certain topics that their agency, your company or your product in particular can or does. Be it energy efficiency or even a special component, in the case of fashion perhaps a special application. With these or more unique selling points, you can clearly stand out from the competition, especially in the direct competition. Of course there are a lot of cars and a lot of social media about them, but our brand stands especially for efficiency. Which is enough for us then seen a general news, such as the current debate about the diesel scandal, we can position ourselves first class.

But let’s not just think about our own values or ideas, of course there are many other people who have an interest in our company. We call this group of people stakeholders.

• Expert knowledge in each industry individually
• Unique sales arguments set off in the direct competition

Stakeholders: Customers, new customers, employees, press and media

The term actually comes from economic theory, but especially the social media, the social link to other people plays a big role. We can definitely divide these people into different groups, this gives us different contacts for whom we can develop individual strategies. For example, we have a large segment of private customers, this segment of private customers ultimately provides the sales and sales of our products. So in our social media strategy, they are at the top of the list! Another group of people are employees. Employees can also be picked up in a number of ways, through insights into their work and therefore a bit of fame for them, through to a training campaign for training companies. Another group is often media and members of the press.

Media and press representatives also provide for a large part of our attention and thus for the potential sale of products. Media representatives should therefore also be considered in a social media strategy, models for addressing them must be found. Many use Twitter for this work, although press can of course be reached just as much via Instagram or YouTube. It all comes down to the right planning.

There are many more groups, let’s go back to our example in the automotive industry, if we are going to be with energy efficiency, we also have a responsibility in sustainability, ecological aspects for the future. Again, there will be people who feel disturbed by our products or services, for example, residents of a large city, directly on a main road. Such people, the Kauder, must also be taken into account in the social media strategy.

Core regions: Marketing for districts, cities and countries

While we are on the subject of regional responsibility, core regions in particular play a major role in the social media concept. This is about promotion in a region, one or more specific cities, a country or a continent. Of course, the appropriate strategies have to be developed for the different geographical circumstances. The strategy development is not only important for the organic build-up but also for advertisements and paid reach in the social networks. Ads today can be spread very precisely, based on demographics. For example, we can set a target group on Facebook that corresponds to women between 30 and 40 years of age who come from a closer vicinity of Berlin, up to a maximum of 17 kilometers. Is it possible to be even more precise? Yes, of course! Facebook sees its capital in the ads and working with our user data. That’s why the advertising manager is very precisely adjustable, as a local business in Berlin Kreuzberg, you can also place ads that are placed only to people from Berlin Kreuzberg. So you have your advertising extremely accurate in Berlin Mitte, with minimal wastage.

Not only in advertising, but also the content of their postings must be oriented to the regional conditions. If they want to get a foothold in Berlin, you should also mention at their texts will. Your photos of them so with the location will be marked. You should also look that the especially with people from Berlin photos with Gefällt mir mark, comments on the pictures or videos, ensure attention in their region! For those who want to work nationally, it is equally recommended to go to the larger cities. The largest group of buyers is located in the big cities. The urbanization of our society is increasing more and more, the famous rural exodus. If you focus too much on marketing measures in Hamburg, you will directly reach two million people. If you try to advertise for the whole of Lower Saxony in return, with the exception of Hanover, the effort is already considerably higher. Also here the question arises, should one rather become in Hanover?

The target group is just as large, but is much easier to reach and they are easy to keep in the communication loop. If we address a person from Hildesheim, the person in Braunschweig already feels no longer adressed. Therefore, regionality should also find its place in their concept.

• Core regions play a major role in the social media concept

Philosophy: core message of marketing and business

Finally, we come back to the philosophy, after thinking about the different groups of people, regionality but also around the competition, let’s take a look back at us, who are we? How can we bring our thoughts into this competition and into this market, so that we offer added value to the fans, classic concepts but also the new! While in our initial thoughts, our company was still 100% in the foreground, we are now familiar with the others, those that exist outside our world, bloggers, other agencies, magazines, critics and much more. By looking at the competition, we can now choose the exact values that we believe will bring us the most success!

Now we can consider based on the last two, to the products and product categories, as well as to the competition and philosophy to form our own core message. Here I would like to fall back on one of the founders and startup legends of Germany, Carsten Maschmeyer, who summarized the sale of products once beautiful. In a core message, simple, clear and something special. I like to pass on these sentences, because they summarize such a complex social media concept, consisting of planning, strategy, analysis and marketing message ultimately to a simple message. This is the one we can use, towards our customers, employees, managers, trainees, shareholders, regional partners, politics but also media. Let’s go to the last step of the first basic consideration, who are we? To a point!

Core message

There are many products that… but we are the only ones who …

There are studies that … / we want to convince, so we get witnesses – why does XY work?

Hootsuite for Beginners – Video Tutorial

Since not every online shop or brand can afford its own agency, we have recorded this video tutorial for beginners! Here we show how you can pre-plan content, add channels and so you quickly understand the basics of Hootsuite even as a beginner and can make your own social media marketing even more productive, because you do not have to make every single post yourself. This saves a lot of time. How it works, we show in the video!

German tutorial.

Social Media Software Tools: Tests and testimonials

You think Hootsuite is exciting? Check out more social media software tutorials here or take a look at the top 10 social media software tools.

• Social Analytics – Influencer Marketing / Instagram
• Instazood – Social Bot / Instagram
• Combin – Social Bot / Instagram

Influencer Marketing Online Course: Overview of Topics

1. Definition, Development, Youtube, Facebook & Instagram
2. Blogger Relations? Advantages and disadvantages of the method
3. Social media software tools for post scheduling and followers
4. KPIs (key performance indicators), goals and planning of the social media campaign
5. Quality and quantity of bloggers and interaction
6. Briefing, forecasts, contact establishment and monitoring
7. Certificate Test Influencer Marketing Instagram

Influencer Marketing #4: KPIs (Key Performance Indicators), Goals and Planning of the Social Media Campaign

Duration: 18:34 Minutes

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VIDEO

Influencer concept: Planning a social media campaign

The conception of the influencer concept for our upcoming campaign will now really be the biggest chunk! Here it’s all about the big questions and the very small ones. Starting with the definition of the target group to the customer needs to the various goals and KPIs that we ultimately need to measure the success of our campaign. We need to ask ourselves questions about the quality of the influencer but also about the quantitative benefits. Likewise, we need to think about what services we expect from the influencer and what services the influencer can expect from us. In the video we go through each step slowly and show how to set up your own influencer marketing campaign.

Definition of the goals for the marketing concept

Strategy Overview: Definition, needs, goals and issues

• Definition of the target group / customer needs
• Identification of topics, keywords and channels
• Identification of the influencers
• Targets and KPIs
• Influencer analysis

Campaign process and important questions

• What do you want to achieve with your campaign or influencers?
• What do you want influencers to do for your brand?
• What does the individual influencer get out of it / in return?
• Who should contact influencers, when and how?

Calculating reach: How to calculate impressions

• Calculate impressions<
  Impressions of a posting = number of followers / 1.52
  Impressions of a story = number of followers / 27.46

Comparison of success with ROI (Return of Invest)

• ROI = Revenue generated / Investment for Sponsored Post<
  2.5 = 250 turnover / 100 investment
• Heavy on Instagram, just a link
• Tracking through codes

Possible uses and hashtag analyzer

Whether it’s an advertising agency, online marketing or social media agency. Not everyone can afford the luxury! Many brands take their social media management into their own hands and then have to set up good campaigns with less expertise. This all requires creative ideas, ideas don’t fall from the sky of course. In China, they say copying is the highest form of recognition. If you haven’t created a lot of social media content yet, you should definitely seek inspiration from around the world. There are great campaigns in the US, Canada in France or in Spain. Before you rack your brains for weeks, it helps to take a look at the competition or competitors. You can also take campaigns from other industries and adapt them to your own industry. From the advertising effect to the emotionalization to the creativity, we discuss all this in our video tutorial and show how you can come up with your own creative content for Instagram.

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