How is purchasing power calculated?

Purchasing power is usually calculated based on net disposable income minus fixed expenses such as rent, insurance, and outstanding loans. Statistical agencies regularly publish purchasing power indices at the regional or ZIP code level, which serve as a rough guide for local campaigns.

Practical Tip: Always combine regional purchasing power figures with information about the target audience, such as age or interests, rather than relying solely on the figures.

Those who filter exclusively by purchasing power often overlook smaller, but highly willing-to-buy niche target groups whose available budget may be smaller, but whose willingness to spend on a specific product is above average.

• Net income minus fixed expenses
• Regional indicators as a guideline
• Check willingness to buy again

Using Purchasing Power in Target Audience Analysis

Purchasing power is one factor among many when it comes to defining a target audience. Only when combined with interests, age, and purchasing behavior does this metric provide a reliable picture of who actually belongs to the target audience for a particular offer. Those who further segment their target audiences by purchasing power clusters via email segmentation can tailor their offers even more precisely.

• Combining Purchasing Power with Interests
• Consider purchasing behavior as well
• Create a Robust Target Audience Profile

Take Regional Differences in Purchasing Power into Account in Campaigns

Purchasing power can vary significantly within a country, sometimes even between regions and individual neighborhoods. Location-based advertising can capitalize on these differences by tailoring offers, prices, or messages to each region, rather than running a nationwide campaign with identical content.

• Actively Capitalizing on Regional Differences
• Customize Offers by Region
• Tailor messages to purchasing power

Purchasing Power, Budget Planning, and Pricing Models

When planning your own budget, it’s also helpful to consider the purchasing power of the target region in order to set realistic revenue expectations. By also considering the cost of advertising in relation to regional purchasing power, you can more quickly identify which markets actually justify a higher advertising budget and in which ones the waste coverage becomes too high.

• Adjust Revenue Forecasts to Purchasing Power
• Compare advertising costs in relative terms
• Avoiding wasted coverage in regions with low purchasing power

The Interplay Between Purchasing Power and Pricing Strategy

Purchasing power influences not only who a company should target, but also what price level is realistically achievable in a given region. In regions with high purchasing power, higher prices or premium variants are often easier to establish, while in areas with lower purchasing power, entry-level products or smaller package sizes tend to perform better. By regularly reviewing your pricing strategy against current purchasing power data, you can avoid setting prices that, in the long run, exceed the target region’s ability to pay.

• Align price levels with purchasing power
• Premium Variants in Strong Regions
• Entry-level products in weaker regions

Comparing Purchasing Power Internationally

Companies expanding internationally should consider purchasing power not only on a regional basis but also by comparing countries, because identical prices are perceived very differently in different markets. A price that is considered affordable in a market with high purchasing power may already be perceived as belonging to the premium segment in another country. International purchasing power indices help to realistically calibrate entry-level prices before a brand launches in a new market. Those who skip this step risk either setting prices that are too high—which hardly anyone will pay—or setting prices that are unnecessarily low, thereby giving away profit margins without actually attracting additional customers from the target audience.

• Comparing Purchasing Power Across Countries
• Reevaluate Prices by Market
• Using Purchasing Power Indices Before Entering the Market

Combining Purchasing Power and Discount Strategies Effectively

In regions with lower purchasing power, discount campaigns often have a significantly greater impact than brand communication alone, because price remains a more important purchasing factor there than in areas with high purchasing power. A well-planned discount campaign is therefore not equally effective everywhere and should be tailored to regional differences.

Anyone who offers discounts across the board without taking regional purchasing power into account is unnecessarily giving away profit margins in areas with high purchasing power, while in regions with lower purchasing power, even greater price incentives are often needed to spark any interest in purchasing at all.

• Tailor discounts to regional differences
• Price Is More Important in Areas with Low Purchasing Power
• Offering widespread discounts erodes profit margins
• Check purchasing power before planning any discounts

Integrating Purchasing Power into Market Research

Purchasing power data provides a complete picture only when combined with structured market research, because raw figures alone reveal nothing about preferences or brand loyalty within a region. By combining both data sources, you can more quickly identify which regions are more willing to spend than average, despite having average purchasing power.

When evaluating new leads, it’s also helpful to consider the purchasing power of the region of origin: By analyzing the cost per lead by region, you can identify areas where, despite higher purchasing power, the campaign budget doesn’t automatically yield a higher return.

• Combining Purchasing Power with Market Research
• Key figures alone are not enough
• Willingness to Buy Possible Despite Moderate Purchasing Power
• Examining Cost-per-Lead by Region

What a Good Target Audience Definition Must Achieve

Defining a target audience involves more than just age and location. It describes the problem a person faces, what they’re looking for, and what content reaches them at any given moment. Only with this understanding can we create a media plan that actually drives conversions rather than just racking up impressions. To achieve this, we combine hard data from platform tools with qualitative interviews and analyses of purchasing behavior, because demographics alone are often too broad to truly explain purchasing motives.

Many companies stop their target audience analysis too soon: they define personas but never validate them with real conversion data. Only when you know which combination of segments actually makes purchases can you scale up.

Two people of the same age and living in the same place can have completely different needs, and it’s precisely these nuances that ultimately determine the relevance of an ad.

• Identify purchasing motives specifically through customer surveys
• Analyze and target buyer journey phases separately
• Psychographic characteristics: values, fears, aspirations
• Conduct A/B tests with different messaging variations
• Measure conversion rates by segment

Our Approach to Defining the Target Audience

• Analysis of existing customer data, CRM information, and sales figures
• Demographic and sociographic analysis using platforminsights
• Develop two to four specific personas
• Comparison with competitors and their community structure
• Translate insights into Meta Ads targeting
• Ongoing refinement based on real campaign data

From Definition to Campaign

A target audience definition isn’t a one-time document; rather, it’s the foundation on which we build media plans, creative content, and messaging. Whether the target audience is defined by location, age, and interests, or expanded through lookalike audiences —without a solid definition, every ad is wasted reach. That’s why we integrate the target audience definition directly into our social media strategy and editorial planning, ensuring that topics, tone, and posting times are consistently tailored to the same target audience.

• Combining Demographic and Psychographic Characteristics
• Conduct A/B tests with segment variations
• Measure conversion rates by target audience segment
• Optimize customer journey touchpoints by segment
• Cross-reference market research data with analytics data

Common Mistakes in Defining a Target Audience

A common mistake is to define the target audience too broadly, out of fear of losing reach. The opposite actually happens: If you try to appeal to everyone, you won’t truly reach anyone. It’s equally risky to set the definition once and never review it again, even though purchasing behavior, platform usage, and the competitive landscape are constantly changing. We therefore establish fixed review points at which the target audience definition is fine-tuned based on real campaign data.

• Combining Demographic, Psychographic, and Behavioral Data
• Regularly analyze conversion rates and customer acquisition costs
• Conduct A/B tests with different target audience segments
• Quarterly review: analytics, CRM data

Why It’s Worth the Investment

Campaigns with a clearly defined target audience achieve lower click-through rates, higher engagement rates, and better conversion rates because the budget isn’t wasted on wasted coverage. Those who know their target audience can also produce content that is truly relevant—rather than generic messages that don’t speak to anyone in particular. It is precisely this precision that distinguishes advertising that catches the eye from advertising that drives sales. In the long run, a well-defined target audience pays off even when platforms or ad formats change, because the understanding of the actual target audience remains the same, while only the channels used to reach that audience shift.

• Average cost savings of 50–70%
• Combining demographic and psychographic characteristics
• A/B testing with segment-specific messages
• ROI tracking per defined target audience

Defining the Target Audience as an Ongoing Process

Markets change, new competitors emerge, and even our own target audience continues to evolve—for example, as people move through new life stages or their media usage changes. That’s why we don’t view target audience definition as a one-time project, but rather as an integral part of our ongoing campaign work. After every major campaign, new insights are fed back into the personas, ensuring that the definition keeps pace with reality rather than being based on outdated assumptions. This feedback loop is particularly valuable when multiple channels are used in parallel, because insights from search queries, social media interactions, and direct customer feedback complement one another and provide a much clearer picture of the actual target audience than any single data source could provide on its own.

• Conduct quarterly persona reviews to prevent data from becoming outdated
• Analyze conversion rates by segment on a monthly basis
• Use A/B tests specifically for target audience validation
• Evaluate customer support tickets as a source of feedback

Target Audience Analysis: Methods and Data Sources

A thorough target audience analysis combines quantitative and qualitative data. On the quantitative side, market research studies, CRM databases, and analytics platforms provide statistical validity. On the qualitative side, in-depth interviews, focus groups, and ethnographic observations round out the picture by revealing motivations, attitudes, and everyday contexts.

Google reviews and customer feedback shape a company’s image—this infographic shows how online reputation management works systematically.

Combining both approaches is crucial because quantitative data tells us what is happening, while qualitative data explains why. B2B companies, in particular, often underestimate the value of qualitative insights.

Criteria for Comprehensive Target Audience Segmentation

• Sociodemographics: Age, gender, household type, educational attainment, income bracket
• Psychographics: Values, Attitudes, Personality Traits, Risk Tolerance
• Behavioral data: Purchase frequency, brand switching rate, channel usage, price sensitivity
• Geographic Segmentation: Regional Differences in Purchasing Power
• Segmentation by Needs: Functional vs. Emotional Product Motivations
• Customer Journey Stages: Awareness, Consideration, Purchase, Retention

Persona Development: From Data Set to Action-Driven Character

A persona is not just a marketing gimmick, but a condensed, empirically supported model of a real user type. Companies that work with three to five validated personas reduce internal coordination loops by an average of 30 percent.

Competitive Analysis as a Strategic Foundation

A systematic competitive analysis reveals positioning gaps, price ranges, and communication blind spots. Tools such as Similarweb, SEMrush, and social listening platforms provide reliable data without the need for time-consuming primary research.

From real-world experience: Clients who come to us with a vague briefing almost always benefit the most from an initial competitive analysis. Only once it’s clear where the market is oversaturated in terms of communication and where there are genuine opportunities for differentiation can brand awareness be built in a way that ensures it doesn’t get lost in the noise.

Benchmarks: Market Research Expenditures by Company Size

Conclusion

Market research and target audience analysis are not optional preliminary studies, but rather the strategic foundation for every euro invested in advertising.

How much does a professional target audience analysis cost?

A qualitative study involving 10 in-depth interviews typically costs between 8,000 and 15,000 euros. Representative online surveys (n=500) usually cost between 5,000 and 12,000 euros, including analysis.

How many personas does a company need?

For most medium-sized companies, three to five personas cover 80 to 90 percent of the relevant target audience. Empirical validation is more important than the number of personas.

How does market research differ from analytics?

Analytics measures past behavior on a company’s own channels. Market research explains motivations, surveys non-customers as well, and provides forward-looking insights.

How often should a competitive analysis be updated?

In dynamic markets, a semiannual update is recommended. In more stable B2B markets, an annual review is often sufficient.

Can small businesses conduct market research without an external budget?

Yes, with some limitations. Our own customer surveys, systematic analysis of reviews, and secondary data from free industry studies provide an initial, reliable insight.

The findings from market research are directly incorporated into the brand awareness strategy. The communications agency translates consumer insights into concrete campaign strategies. For digital competitive analysis, the social media competitive analysis tool ecosystem provides important data sources.

E-commerce design agency: what you should know

E-commerce has become much more important in recent years. Numerous companies realize that a strong online presence is nowadays essential for the success of their own business. An e-commerce design agency helps to build a professional and successful online presence.

What does an e-commerce design agency do?

The focus of an e-commerce design agency is primarily on the creation of advertisements as well as the appropriate creatives. It works closely with the customer to understand their individual requirements and goals regarding their online presence and to develop a customized solution. This includes, in addition to general store maintenance, the development of an eye-catching corporate design, the creation of an appealing and user-friendly website, as well as the optimization of the user experience within the store in order to noticeably increase online sales.

What solutions does an e-commerce design agency offer?

An e-commerce design agency takes care of the totality of all the design aspects required to optimize the user experience and the success of the store. This includes the following services: the totality of all aspects necessary for the design and success of an online store.

• Advertising design
• Creatives creation
• Development of a corporate design
• Website design
• User interface optimization

What do we mean by “user interface” and “user experience”?

User Interface (UI) and User Experience (UX) are two terms used in connection with the design and development of software and web applications. Especially in e-commerce, these two factors are crucial for the success or failure of an online business. You can find out what these terms are all about here:

The importance of UI, UX and corporate design for your e-commerce success

User Interface (UI)

The “user interface”, or abbreviated “UI”, refers to the visual design of the user interface of a website or online store. It includes the design and arrangement of relevant elements, such as:

• Menu / Navigation
• Buttons
• Text fields
• Images

The goal is a simple & appealing design of the page, which also conveys a clear brand message. This allows the user a simple, intuitive interaction within the store.

User Experience (UX)

UX stands for “user experience” and refers to the user’s overall experience on a website. This includes, among other things:

• Ease of use
• Mobile friendly customizations
• Loading times
• Comprehensibility of the contents
• Effectiveness with which a task can be completed

A professional e-commerce design agency first conducts a comprehensive target group analysis. Based on the information gained about the (future) users, the conception of the web application takes place as a basis for a targeted user experience.

How UI and UX can noticeably increase your revenue

An engaging user interface (UI) and positive user experience (UX) are critical to the success of an e-commerce business, as they have a direct impact on sales. This is done through the following factors:

• Increase the conversion rate
• Reduction of the bounce rate
• Creation of a positive marketing identity
• Increase search engine optimization (SEO)
• Creation of repeat purchases

Why do I need a corporate design?

Furthermore, it is important that a brand has a consistent appearance across all platforms – both in design and communication.

The so-called corporate design is the key to building a consistent and thus recognizable brand. It involves the use of colors, fonts and graphics and should be applied consistently across platforms. A strong corporate design helps to sustainably strengthen customers’ trust in the company and increase brand awareness.

When should I hire an e-commerce design agency?

Especially when a company itself does not have sufficient experience in building a professional and successful online presence, a specialized e-commerce design agency should be consulted. Hiring an experienced agency is also recommended in the following situations:

• Creation of a new online store
• Redesign of an existing online store
• Creation of advertisements
• Low conversion rate
• Internationalization

Conclusion: Working with an e-commerce design agency sustainably increases conversions and sales

A specialized e-commerce design agency will help you build a consistent and successful online presence. An agency develops customized e-commerce design solutions, which are tailored to the individual needs of the users. With the help of targeted UI and UX strategies, the user interface & user experience is also visibly improved. The application of a uniform corporate design across all platforms additionally ensures a strong recognition value and strengthens customers’ trust in the brand in the long term. Together, these measures bring about a noticeable increase in conversion rates and sales.

Target group under 20

Every generation looks for its own topics. This is how new trends, youth words of the year, but also social networks emerge. The younger the target group, the more social networks they have to keep track of. While older target groups have found their social network and usually remain loyal to it for a long time, the younger generation is looking for their own space to express themselves.

Many new social networks are launching, but few are catching on. Still, the mix of marketing opportunities you have within social networks is greatest in the under-20 demographic.

Currently still in the middle of the hype is TikTok

The social app TikTok has been around for a few years now. With the name change from musical.ly to TikTok, the strategy change from music network to comedy, entertainment, beauty and other topics, the social app really became big.

The fact that there are still relatively few creators, i.e. people who create content, is also reflected in the extremely high number of followers of individual accounts. At the age of 17 or 18, some already have 10 million followers and more. Such enormous growth would no longer be possible on crowded platforms like Instagram and YouTube.

How long is TikTok still “the trend”?

Of course, TikTok will be replaced by a new social network sooner or later, but for the next two or three years it will certainly remain the ultimate in the young target group.

In addition to TikTok, however, the under-20 target group also consumes Instagram and YouTube. Instagram for a quick pastime, YouTube to listen to music or learn something. Accordingly, the advertising measures also differ, because the strategies and methods are adapted depending on the situation and usage behavior. Each of these three social networks now has over one billion active users.

Alternatives: Instagram, YouTube and special interest like Twitch

In addition, special interest social networks are becoming more and more interesting for your advertising activities. A typical example would be Twitch, where mainly gamers meet. Here, too, the usage behavior is extremely different. In some cases, the creators’ streams run for hours. For comparison, a typical story on Instagram (small video) lasts 12 seconds.

So there are social networks for quick consumption, entertainment, and social networks that are consumed with higher attention.

Most popular social app: Under 20

Ideally, focus on:

• Leading medium – TikTok
• Also relevant – Instagram, YouTube
• Special Internet – for example Twitch

How can you be successful on TikTok?

TikTok consists especially of small video clips that entertain. Accordingly, TikTok can definitely be called one of the most creative social networks. Which, in turn, also means that creativity requires time and the right people. Compared to platforms like Instagram or Facebook, content production is a bit more time-consuming. At the same time, advertising measures on TikTok only pay off if they have the appropriate target group. As mentioned above, you would not have any success if you want to address target groups around 35 years old, for example.

Accordingly, as a brand, you need to get involved with TikTok. It’s singing, it’s dancing, it’s about fun. Especially for more traditional industries, let’s say for example banks that want to market a daily allowance account, the creative leap has to be made. For other brands in the field of lifestyle, or even travel such as cruises or backpack tours to Asia, already easier. Some also rely on influencer marketing for this.

Want to learn more about TikTok Marketing? Read more here!

• TikTok
• TikTok advertising

Target group between 20 and 30 years

The target group between 20 and 30 could also be called the Instagram generation. Before them, there was virtually only Facebook (and a few others like MySpace and YouTube). Then came TikTok.

Conversely, for your advertising measures, if you want to reach people between the ages of 20 and 30, Instagram offers the largest audience, i.e. the most relevant users.

Instagram as a central app

Instagram is primarily consumed on the side. Simply put, users want to take a quick look at what’s going on in their world (friends) and in the world at large (influencers, stars). Behavior and engagement is accordingly relatively short-lived. Two minutes after getting up, one minute while drinking coffee, 5 minutes while waiting for the next streetcar.

Accordingly, the content must be adapted, whether it is organic content or paid reach, i.e. advertisements.

Of course, the older target group is also adapting the trends of the younger ones, so there are also more and more TikTok channels among 20 to 30-year-olds. It is quite different with the older social networks, for example Facebook. Here, some have an account, but without active use and relatively few.

Most popular social app: 20-30 years

Ideally, focus on:

• Leading medium – Instagram
• Moreover relevance – YouTube

How can you be successful on Instagram?

Instagram thrives on constant entertainment value. For you, this means: publish content, publish content, publish content! If you look at successful influencers on Instagram, for example, their channel also works so well because they regularly publish new content. Posts with new photos and galeries, Instagram reels with little movies, and of course, Instagram Stories constantly showing snippets of your own life. If you adapt this methodology to your brand, it means the same, at least one publication every day. That doesn’t sound like much, but many don’t keep up and that’s why they are looking for a good social media marketing agency.

Learn even more about Instagram marketing here:

• Instagram
• Instagram advertising

Target group 30 to 40 years

The easiest way to reach target groups between the ages of 30 and 40 is to use the mix of Instagram Facebook and YouTube.

Less relevant within the target group are the new social networks. Of course, because with increasing age, life itself becomes more extensive, work, family, tax returns…accordingly, target groups over 30 are no longer so erratic in their choice of social networks.

However, on the first place of popularity in this target group is Instagram. This is where you reach the most people from this potential target group. If the tendency is towards 40 years old, Facebook can also be used as a medium. If the tendency is towards 30 years old, however, you should focus on Instagram. YouTube can then be used for content and advertisements in the same way as for the target groups under 20 years of age and the target groups between 20 and 30 years of age.

Most popular social app: 30-40 years

Ideally, focus on:

• Leading medium – Instagram
• Moreover relevance – YouTube

Target group 40 years and more

Target groups over 40 are the people who were really the very first to come into contact with social networks. From the very first big social networks like MySpace, which has no relevance nowadays, to Facebook, which has become the biggest social network in the world.

The easiest and fastest way to reach audiences over 40 in social networks is Facebook. Facebook is widely used, for family, for club, for work. On Facebook you can now find jobs, you can go shopping, the social network is evolving for its users. Accordingly, many are satisfied and also have no interest in switching to a social network of the younger target groups.

YouTube is the only alternative to Facebook. After all, target groups over 40 are also active here. After all, you can learn just about anything on YouTube, from how to repair the roof on your own home to the question: How do I do my dog’s hair myself?

Most popular social app: Over 40

Ideally, focus on:

• Leading medium- Facebook
• Moreover relevance – YouTube

How can you be successful on Facebook?

To successfuly run Facebook marketing, you usually always need to consider two components. On the one hand, you need the organic content, from the channel setup, to your own content, in the form of text, photo and video. On the other hand, it’s about targeted marketing of your own content with paid reach. Why is this? Organically you reach relatively few people, maybe one percent, two percent your own target audience. That means 98%, 99% of people, depending on the channel don’t see your content. With additional advertising spend, you can reach those remaining people.

With paid reach, you attract more and more people to your Facebook channel or other destinations, such as your online store. With organic content, you convert this reach into real followers and brand fans.

Classical economics already teaches that every regular customer brings more profit than the acquisition of a new customer. That’s why community building in social networks is so important for brands. As an additional channel, you can also fall back on influencer marketing, simply explained, people with a large reach talk about your brand.

Learn even more about Facebook and Facebook Marketing here:

• Facebook
• Facebook advertising

Let’s take a look at our Youtube Agency. Whether fashion, sports, nutrition, accessories, hotels, agencies or online shops. Service providers and producers are getting more and more involved with Youtube. The waste coverage is low, the target group can directly access further information (shop, newsletter, etc.). But how do you start with Youtube? How often do you post? How to produce content for Youtube? How do you contact bloggers and agencies? We take a look at Youtube from A-Z: How to build a Youtube Channel!

Interested in a Youtube Workshop with Social Media One? Our Youtube expert will come to your company, so that your employees will get know-how directly on-site. With further training for your employees, you can keep know-how in your own company and always react flexibly to events. In stories, postings or even live stories. Click here for more information on our Youtube Workshop.

Youtube channel build: agency strategy

The Company

Definition, Audience and Destination Definition for Youtube

At the start of the training, we talk about knowledge, experience and your previous brand strategy.

• Company
• Network analysis
• Target
• Target definition
• Matrix – Company / Network / Target group
• Social media manager (capacities)
• Definition for SM

Youtube

Network, App and Statistics for Business

In the second part we take a basic look at Youtube. Depending on previous knowledge of the social media manager, this point in the training is more or less intensive.

• Network
• Target
• User Interface
• Statistics
• Videos
• Post

Market and Competition

Competition Analysis and Best Practice

What are other industries doing and what are your direct competitors doing? After the check you know the success factors.

• Commerce / E-Commerce
• Campaigns best practice marketing
• Campaigns best practice in your industry
• Competitive analysis

Audience

Combine Audience and Enterprise Analysis

Who buys our products? Who cares about our services? We take a close look at your target audience and potential new target audience.

• Target group analysis
• Matrix – Who are we / who are you?
• Conclusion
• Content Objective

Content

Content Marketing for Youtube: That’s how it works

Content marketing is not a hype! In search engines good content is the A & O but also in social media marketing.

• Content that works
• Value
• Matrix content
• Analyze media content / partners
• Analyze Media Content Internally
• Matrix Media
• Make Media
• Content Planning
• Forecasting

Content Production

What Media Content can we provide for Youtube?

• Technical possibilities
• Financial Opportunities
• Human resources
• Team Integration

Then it’s about value added for users:

• Include users
• Value
• SEO as a subject scout
• Contests
• …

Then we’ll see how existing media can be linked to our Youtube Youtube network:

• Crossmedia and campaign
• POS / Social link
• Own Ideas
• Link Online Shop / Social
• Linking Influencer / Social

Software

Social Media Manager Tools

Btw. For a complete list of tools, see: Social Media Software Recommendation.

• Software overview and tool options
• Content Advance Planning
• Crossmedia content planning
• Automatic Likes
• Social Bot

Advertising

Ads are on Youtube

How do you actually advertise products and services on Youtube?

• The Basics
• Account
• User Interface Power Editor
• Campaign creation
• Campaign Settings
• Split Testing
• Evaluation

Measuring success

Ads and Tracking for Online Shop

Especially the success measurement is very important for companies and shops. But what options do we have to track the completion and sales on Youtube?

• Pixel creation
• Pixel Integration
• Campaign Vote
• Costs
• Estimate

The detailed planning and strategy for the Youtube Afubau comes right after the workshop!

Youtube Workshop

Depending on the knowledge of the social media managers, a workshop goes up to 8 units. Absolutes Basics is the 1 unit, the brainstorming. Creative input, experience and best practice for your successful start on Youtube. In particular, we are concerned with the definition of all relevant parts of the market (competition, target audience, products, etc.) in connection with media (photos, videos, etc. / foreign material, in-house production, etc.) to a story. Who are we!

Youtube Basic Training for Employees and Social Media Managers

Workshop topic: Creative Session + System for Youtube

Workshop / Brainstorming: 2 x 2h

Number of persons: 3-20 persons

Result:

• Strategy Development
• Know How

Youtube Advanced Workshop for Employees and Social Media Manager

Workshop topic: Creative Session + System for Youtube + Insights

Workshop / Brainstorming: 1 x 2h

Number of persons: max. 3 persons

Result:

• Strategy Development
• Content Model
• Know How
• Advertising or Blogger / Influencer Relations

Contact & Social Media Expert

Interested in a further education of Social Media One? We send you our social media expert Stephan M. Czaja directly into the company. Now go to contact!

Building Youtube Channel: The Strategy for Social Media Managers

In the following we want to briefly give a deeper insight into the training. Every workshop is individual – just like your company, your products and your employees. Our social media expert focuses on the most important work steps and makes your employees fit for social media making!

Definition, Audience and Destination Definition for Youtube

Our starting point: Who are you? Already the big sticking point. People love the brand or use the brand. Cf. from the food industry:

• Rewe with 128,000 but only 0.4% interaction<
  see. https://www.instagram.com/rewe/?hl=en

• Oat with 19,300 at 6.7% interaction<
  see. https://www.instagram.com/hafervoll/?hl=en

Are you already in the public eye or is it a start up? The reactions of the users are different. Why is that? We take a look at psychological aspects of the target group.

Network Analysis

• Online Shop
• Social Network Presence
• B2B Marketing
• B2C Marketing
• POS Marketing

Define target group

• Your customers
• New customers in SM

Goal Definition and Benefits

Keyfacts – what do we want to achieve?

• Brand presence
• Brand fans
• New customers

Matrix – Company / Network / Target Group

• Summary of all findings

Social Media Manager in the Enterprise

• Previous knowledge in SM
• Experience in Software
• Image editing in software

Marketing Message Definition (Core Message)

• There are many products that …<
  but we are the only ones …
• There are studies that … / we want to convince, so we bring witnesses – why does XY work?<
  integration of Advocates / Bloggers / Customers

Youtube: The Network

Network Properties

• What makes Youtube / Synergies with your own values ​
• Joie de vivre, self-affirmation, inspiration, etc.

Audience on Youtube

• Who can we achieve with ours?

App and Desktop Interface

• What do I need to know?

Statistics and Evaluation

• How do I read statistics

Post

• What makes a post?

Market and Competition

Commerce / E-Commerce

• Products that work

Campaigns Best Practice Marketing

• Topics that work

Campaigns Best Practice Food

• Content that works

Competitive Analysis

• Brands that work

Target audience

Audience Analysis

• Demographics

Matrix – Who are we / who are you?

• Combination of your company and Youtube

Conclusion

• Combination of all knowledge

Content Objective

• Which goals do we derive?<
  Which values ​​do we derive?
• What content is required / can we deliver?
• How often do we send messages?
• How do we organize SM everyday life?
• How do we organize media production / third-party content?
• How extensive is space / time and area for production?

Content and Content

Content that works

• Insights from competition and competition

Value

• More than ‘just’ standard
• What are the problems of our followers?
• What needs do you have?
• Which topics can we serve apart from ours?

Matrix Contents

• What can we deliver?
• Analyze media content PR / Partner
• Analyze media content internally

Matrix media self – production

• Link to House / PR / Partner

Create media with Camera and Photoshop

• Photos and collages / equal to “Content Production”

Content Planning for Youtube

• Excel spreadsheet
• Cross media
• Advance planning of postings

Content Production

Depending on the need for self-production of video and photo material

• Photography
• Planning
• Equipment
• Background
• Decoration
• Accessories

If you do not want to produce your own postings, we can help you as an agency with our photo and video production.

Team Integration of Employees

• Fair
• Sale
• Stories

Include User

Generate added value for fans

• Polls
• Training
• POS
• Trade show / Preview and review
• Quicktipps for everyday life
• Tips from the expert
• Customer tips

SEO as Themes and Trend Scout

• Trends
• Current topics
• Evergreens

Competitions +

• User in stories

Crossmedia and Campaign

POS / Social link

• Best practice
• Own ideas
• Packages

Linking online shop / Social

• Best practice
• Own ideas
• Packages

Linking influencer / Social

• Best practice
• Own ideas
• Packages

Software tools for Social Media Manager

Advance planning of postings

• Using Hootsuite

Contact & Social Media Expert

Interested in a further education workshop of Social Media One? We send you our social media expert Stephan M. Czaja directly into the company. Now go to contact!

Click here for the detailed information on our Youtube Workshop.