Online marketing basics for SMEs
Practical, feasible, immediately applicable
Understanding and implementing online marketing yourself – workshop for SMEs without technical jargon
Block 1: Developing an online marketing strategy
Zielgruppen-Definition:
- Wer sind die idealen Kund:innen wirklich?
- Buyer Personas erstellen
- Wo bewegen sich die Kund:innen online?
- Customer Journey verstehen und nutzen
Online-Marketing-Ziele definieren:
- SMART-Ziele für Online-Marketing setzen
- KPIs festlegen: Was werden wir messen?
- Budget-Planung: Wo investieren wir zuerst?
- Konkurrenz-Analyse: Was machen andere richtig?
Marketing-Mix-Planung:
- Die wichtigsten Online-Marketing-Kanäle im Überblick
- Welche Kanäle passen zu meinem Unternehmen?
- Zeitplanung: In welcher Reihenfolge starten?
- Quick Wins identifizieren
Block 2: Website als Basis
Website-Grundlagen:
- Was macht eine gute Unternehmens-Website aus?
- Mobile-First: Warum Smartphones wichtiger sind
- Ladezeit-Optimierung: Einfache Sofort-Maßnahmen
- Navigation und Benutzerführung verbessern
Content-Basics:
- Welche Inhalte braucht meine Website?
- Texte schreiben, die verkaufen
- Bilder optimieren für Web und Suchmaschinen
- Call-to-Actions: Besucher zu Handlungen motivieren
Conversion-Optimierung:
- Was ist eine Conversion und warum ist sie wichtig
- Kontaktformulare optimieren
- Vertrauen schaffen: Testimonials, Referenzen, Siegel
- Häufige Fehler, die Kunden vergraulen
Block 3: Suchmaschinenoptimierung
SEO-Verständnis aufbauen:
- Wie funktioniert Google wirklich?
- Warum ist SEO wichtiger als Google Ads?
- Local SEO: Für lokale Unternehmen besonders wichtig
- Realistische Erwartungen: Wie lange dauert SEO?
Keyword-Research für Einsteiger:
- Wonach suchen meine Kunden?
- Kostenlose Tools für Keyword-Recherche
- Long-Tail-Keywords: Weniger Konkurrenz, mehr Erfolg
- Saisonale Keywords nutzen
On-Page-SEO-Basics:
- Title-Tags und Meta-Beschreibungen optimieren
- Überschriften richtig strukturieren
- Interne Verlinkung: Website-Navigation für Google
- Bilder SEO-optimiert einbinden
Content für SEO:
- Blog-Artikel schreiben, die ranken
- FAQ-Seiten als SEO-Goldmine
- Lokale Landing Pages erstellen
- Content-Planung mit Redaktionskalender
Block 5: Social Media sinnvoll einsetzen
Platform selection:
- Facebook vs. Instagram vs. LinkedIn vs. TikTok
- Where is my target audience really active?
- B2B vs. B2C: Different strategies
- Local businesses: Special opportunities
Content strategy:
- 80/20 rule: 80% added value, 20% advertising
- Content ideas for every month of the year
- Behind the scenes:
- Show authenticity
- User-generated content: Customers as ambassadors
Community management:
- How often and when to post?
- Respond to comments and messages professionally
- Avoid crises: What should I not post?
- Employee guidelines for social media
Free tools:
- Canva for design without designer skills
- Scheduling tools: Buffer, Later, Creator Studio
- Free stock photos: Unsplash, Pexels
Hashtag research tools
Block 6: Google Ads & Facebook Ads Basics
Google Ads Basics:
- Search Ads vs. Display Ads: What’s What?
- Keyword Selection for Ads
- Writing Ad Copy That Gets Clicks
- Budget Planning: How Much Should I Spend?
- Understanding Quality Score: Pay less for better placement
Facebook/Instagram Ads Basics:
- Target group targeting: Precise targeting
- Image vs. video: Which works better?
- Retargeting: Re-engage website visitors
- Lookalike audiences: Find similar customers
Budget optimization:
- Starting budget recommendations by industry
- When to use Google Ads, when to use Facebook Ads?
- Measuring ROI: Is advertising worth it?
- Common mistakes and how to avoid them
Alternatives to ads:
- Maximizing organic reach
- Collaborating with other companies
- Systematizing referral marketing
Block 4: Google My Business optimal nutzen
GMB basics:
- Why Google My Business is more important than your website
- Creating a complete profile: step by step
- Choosing the right categories: greater visibility
- Optimizing opening hours, contact details, and descriptions
Review management:
- Systematically generating positive reviews
- Responding professionally to negative reviews
- Using reviews as a marketing tool
- Legal aspects of reviews
Using GMB features:
- Creating posts: Events, offers, news
- Proactively filling the Q&A section
Adding products and services - Understanding insights: What do the numbers say?
Local marketing:
- Citation building: Entries in directories
NAP consistency (name, address, phone number) - Building local backlinks
- Google Maps optimization
Block 8: Measuring success with analytics
Google Analytics basics:
- Understanding key metrics
- What do sessions, users, and page views tell us?
- Interpreting bounce rate: good or bad?
- Setting up conversion tracking
Key KPIs by industry:
- E-commerce: conversion rate, average order value
- Service providers: lead generation, inquiry quality
- B2B: content performance, sales pipeline
- Local businesses: Calls, directions
Reporting for management:
- Which figures are really important
- Creating monthly reports
- ROI calculation for online marketing
- Making decisions based on data
Free analysis tools:
- Google Analytics, Google Search Console
Facebook Insights, Instagram Analytics
Google My Business Insights - Simple dashboard tools
Block 7: Email marketing & newsletters
Email marketing basics:
- Why email marketing still works
- Newsletters vs. marketing automation
- GDPR-compliant email collection
- Implementing double opt-in correctly
Newsletter content:
- What interests my subscribers?
- Newsletter templates for different industries
- Writing subject lines that get opened
- Optimizing calls to action in emails
List building strategies:
- Lead magnets: Free content as bait
- Website integration:
- Placing opt-in forms correctly
- Offline to online:
- Collecting customer emails
- Using events and trade shows for email marketing
Tool recommendations:
- Cost-benefit comparison
- Setup instructions for beginners
FAQ
Still
Questions?
Do I need any prior knowledge?
No, the workshop is designed for beginners. No prior technical knowledge is required.
Is the workshop also suitable for larger companies?
The focus is on SMEs with up to 100 employees. Larger companies benefit more from individual in-house workshops.
What technical equipment do I need?
Laptop/tablet for practical exercises. For online workshops: stable internet connection and webcam.
Are there any funding opportunities?
Yes! The workshop is often eligible for funding through WAFF, AMS, or regional education grants.
Will I receive a certificate?
Yes, each participant will receive a certificate of participation for continuing education credits.