The digital transformation is now state-of-art in the middle class. In this way, the marketing of many companies is also to be digitized. This often includes online and Web 2.0. But just creating a Facebook page or blog isn’t enough.

I have been blogging for some time now and have now been regularly arranged with some medium-sized companies for an exchange. The questions are often quite the same: online marketing is to be digitized and online channels offer new potential. In this article, I would like to give some tips on what I have been able to learn over the last two years.

Reading Tip: Agile Marketing

Content Marketing and Blogging

Content marketing means that you passively advertise exciting content. For example, this can be a blog article about the GDPR in small and medium-sized enterprises. Another example can be a blog article about the design of the perfect resume. It is important that you offer exciting content that interests your target group (applicants and customers). As a rule, I recommend writing articles on subject topics on a company blog. I rarely experience that topics related to application to companies lead to success. However, applicants often become aware of your company through specialist articles.

Tip: I’m happy to help you with marketing for your company

The advantages of a blog are obvious: they present themselves as experts. Therefore, choose a special topic and blog many articles about it. It doesn’t make much sense to blog across the board, because then you hardly rank on Google and users love it when you find all the information on a topic in one place. It is important that you show your readers: this is my competence! I have a lot of expertise in this!

Reading tip: Company blog

With successful blogs, I almost always experience that the employees blog themselves and the marketing helps with spelling and formulation. In this way, a employed senior consultant can at least provide key points, which the marketing department can formulate for an article.


  • A software development consulting company blogs about Java, C++ and agile methods
  • An automation production company blogs about the latest automotive trends and Industry 4.0
  • A data center service provider blogs about using cloud

Social Media

Social media is widespread and now every medium-sized company has at least one Facebook page. The procedure is very simple: you generate content and post it on the networks. You can do this by hand or with a tool.

I’ve also been experimenting with social media for a long time, and I believe that on each network, a specific audience will follow your business. I would therefore like to give you a breakdown per network. I picked out exactly 5 networks. I don’t think everyone else makes much sense for companies. Companies such as Follower24 can also support here.


  • Facebook and Instagram: Background information and presentation of the employer (company celebrations, etc.) – Target group applicants
  • Xing and LinkedIN: Industry News and Helpful Articles – Target Group: Business and Customers
  • Twitter: A mix of the two with a focus on current industry news – Audience: Business

Performance Marketing and Lead Generation

Lead generation is a measurable response from a user. For example, you have a special Web page that offers a 30-day trial of a product. Alternatively, this can also be a page for generating applications, on which an applicant can upload a PDF CV. So it’s a fairly simple page that has only one goal: to generate a lead (i.e. a reaction).

Typically, you can either promote this particular site on social media or use Google Adwords (price per click). I’ve also seen some companies optimizing these sites for organic SEO searches, but this often has little success with commercial offerings.

Important: Unlike a blog, these pages are quite expensive as you pay per click. So look at that you have a clear measurable goal that represents the number of clicks and optimize the page from time to time.


  • A special page with upload function for CV (recruitment of skilled workers)
  • A special page for a software trial (customer acquisition)
  • a special page on a specific topic (e.g. privacy) with chat window or button: Contact (customer acquisition)


In this article I briefly summarized the impressions of the last years and discussed three marketing methods. I think all three make sense and are worth a try for you too. Especially at the beginning you can try yourself and do not have to access an expensive service provider. It took me just under a year for my blog to have its first visitors and social media reach. So it says: persevere and not give up immediately. In the end, I will put together the main objectives of the three methods:

  • Content Marketing: Showing Expertise (Image)
  • Social media: expertise or employer brand (image)
  • Performance Marketing: Create Customer Contacts (Leads)
Genderhinweis: Ich habe zur leichteren Lesbarkeit die männliche Form verwendet. Sofern keine explizite Unterscheidung getroffen wird, sind daher stets sowohl Frauen, Diverse als auch Männer sowie Menschen jeder Herkunft und Nation gemeint. Lesen Sie mehr dazu.

Falls es noch Fragen gibt, können Sie mich gerne anrufen. Hierzu einfach im Buchungssystem nach einen freien Termin schauen. Ich nehme mir jeden Monat einige Stunden Zeit um mit Lesern zu interagieren.

Helfen Sie meinem Blog, vernetzen Sie sich oder arbeiten Sie mit mir

Sie haben eigene, interessante Gedanken rund um die Themenwelt des Blogs und möchten diese in einem Gastartikel auf meinem Blog teilen? – Aber gerne! Sie können dadurch Kunden und Fachkräfte ansprechen.

Ich suche aktuell außerdem Werbepartner für Bannerwerbung für meinen Blog. Sollte es für Sie spannend sein Fachkräfte oder Kunden auf Ihre Seite zu leiten, dann bekommen Sie mehr Informationen hier.

Vernetzen Sie sich in jedem Fall auf Xing oder LinkedIn oder kontaktieren Sie mich direkt für einen Austausch, wenn Sie gleich mit mir ins Gespräch kommen wollen. Werfen Sie auch einen Blick in meine Buchvorschläge zur Digitalisierung, vielleicht wollen Sie mir auch ein Buch empfehlen?

Ich arbeite gerne mit Unternehmen zusammen. Sie können mich ebenfalls gerne bezüglich folgender Punkte anfragen:

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I blog about the impact of digitalization on our working environment. For this purpose, I present content from science in a practical way and show helpful tips from my everyday work. I am a manager in an SME myself and I wrote my doctoral thesis at the University of Erlangen-Nuremberg at the chair of IT Management.

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