How can you reach your German audience successfully? Is it by engaging German translation services, or do you adopt other strategies? A question arises whether generic market penetration strategies can suffice to convince the German audience to buy and use your products and services.
To answer this question, every audience in any region has its taste and preferences that arise from its way of life. So, it is important to identify the marketing factors unique to Germans. Future Group, a language service provider (LSP), noted that you must operate strategically in Germany to attract and retain your market audience.
Instead of reaching out to your German audience blindfolded, the following tips can help you align your marketing activities with the German business environment and reach out to your audience successfully within the country:
Localize your Business
If you thought that English is universal, you are wrong. Germans love their language. For this reason, you have to use the German language to reach out to your audience successfully. The German language applies to movies, websites, TV series, and other information-sharing media in Germany. In other words, the German language applies virtually everywhere in Germany.
Given the popularity of the German language in Germany, you must use the language in your marketing activities. If you find the move too complex, engage language service providers to translate and localize your marketing content. The move will save you time and money because the resultant content will be in the context that the Germans understand.
Employ Rules, Transparency, and Structure
Germans are formal people. They live by the rules. Instead of viewing rules as annoying, Germans deem them elements that make their lives easier. To the Germans, rules enable people to know what to expect and do.
Given the Germans’ love of rules, you must have clear guidelines for how your products and services work. Additionally, the results of your guidelines should be realistic. In other words, a person following your product instructions should get the outcomes indicated on the label of your products.
Germans also adore structural information. For this reason, any information you have on our website should follow a specific order. People that read your content should never feel confused.
Regarding transparency, your terms, conditions, and ordering process should feature clarity. If you indicate that a person buying an item will have it shipped for free, it should remain so. Any German who finds out you have unclear terms can easily shift to your competitors.
Be Fast and Efficient
Germans and efficiency are inseparable. They love well-thought processes that do not result in a waste of time and resources. Generally, efficiency makes all customers happy. However, the Germans view efficiency from a different elevated perspective.
For example, on your website, the portals should open up quickly, and the images should load very fast. In other words, time is of the essence to Germans.
Germans also love clear content. They do not want to guess anything regarding your content. For this reason, any information that you present to Germans should be brief and to the point. In return, the Germans will shop quickly for your products.
Germans also like additional valuable information about a product or service. If you identify any information that can add value to the information the Germans have already consumed, provide it quickly. Such a move increases the level of conviction and turns potential German customers into actual customers.
Germans prioritize personal data security. For this reason, they have to know that any information they provide to you during a sales transaction will not get into third parties’ or wrong hands. Remember, Germany was among the first countries to pass firm data protection regulations. Such a move denotes that Germans are highly concerned about their privacy.
Always tell your audience how you will protect their data whenever you reach out to them. If you leave out this clause, the audience may think you do not value confidentiality. Regular communication about data safety can enable you to win the trust of Germans, thereby managing to convert your leads into sales.
Another form of security you can offer the Germans is a money-back guarantee; if you manage to do it across borders, the better. Germans like knowing that they can always get value for their money. So, they should know that they are free to return any products that do not prove valuable to them.
Do not Rush Things
Always give a time frame to any business transaction you carry out to the Germans. This move shows that you are a good planner, an aspect that Germans love. Notably, Germans do not like abrupt surprises. Instead, they like to feel in control of anything around them. For this reason, you must give reasonable time to your business transactions.
Give the timeline value to the Germans, and always communicate it when transacting with them. Any silence on the timeframe translates to having no timeframe at all. So, always communicate when products and services will become available again, the shipment days, and any other aspect involving waiting.
Importantly, communication about the expected timeframe should happen before and after a business transaction. In other words, this form of communication should happen whenever necessary after reaching out to your audience.
Offer Flexible Payment Methods
Never dictate payment methods to the Germans. Such a move will scare them away, and you will never hear from them. Instead, allow them to use their most convenient payment method. Given the different audiences in Germany, you must research the payment method that each group of audiences prefers.
Also, it would be best to communicate your payment method flexibility whenever reaching out to your audience. The research you carry out before rolling out your business operations will identify the payment methods you should include on your website and other marketing platforms.
If you become rigid about the payment methods your German audience should use, you can lose several potential customers. Also, it can become impossible to retain the customers that you already have because they will realize the rigidity eventually.
Write Engaging Emails
Recently, people have been increasingly receiving personal emails. The Germans are no exception to this issue. How can you ensure that the Germans take their time to read your marketing emails? It is by making your emails eye-catching, well-designed, and targeted. Better still, you can use dialogue marketing or direct mail.
Have a Physical Touching Point
Germans, as well as other customers, feel the need to interact with any brand physically. Nowadays, almost all marketing messages are virtual. Such an aspect can make existing and potential clients detach from a brand.
If you identify your target audience, take time to make a physical connection with them. Such an engagement can be in the form of printed leaflets about your products and services. In return, your audience can feel close to your brand, and there is a high probability of converting sales leads into actual sales.
When printing your marketing copies, always ensure that the highlighted benefits of your products and services are in the context that aligns with eth German culture. Remember, localizing your marketing content enables your target audience to identify with the content. One of the easiest ways of localizing the content is by engaging the language service providers.
Reach out at the Right Time
Germany has 16 federal states with different public and school holidays. So, it is important to know when to reach out to your target audience. For example, Germans read direct messages more over the weekends than weekdays. If you send direct mail on weekdays, your efforts to reach out to your German audience will be futile.
Overall, Germans like receiving and reading information when they are relaxed. So, always research to identify when your target audience relaxes for you to reach out to them successfully.
Create Mobile-Friendly Content
Do you know that 74% of the German population use smartphones? Also, do you know that 43% of the German population uses laptops whenever connecting to the internet? These statistics indicate that you can reach a wide audience after developing mobile-friendly marketing content.
Overall, Germans rely heavily on internet-enabled mobile gadgets. Also, the use of these gadgets continues to rise every day. Germany also has a high internet connection. For these reasons, never underestimate the power of creating mobile-friendly marketing content for your German audience.
The Bottom Line
Given the discussed aspects, it is clear that generic marketing strategies cannot work in Germany. Reaching the German audience requires unique strategies that align with what the audience likes. Also, the success of reaching out to a wide German audience depends on the media that you use.
German culture, its love for technology, and its strong love for rules are some of the aspects you must consider when reaching out to your German audience. Failure to consider these aspects can result in wasted time and resources regarding efforts to reach out to your German audience.