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A campaign goes viral when it is considered particularly interesting, funny or worth seeing. It remains in the conversation and is spread by users via the platform or across platforms without the company itself having anything to do with it. If high-quality content is offered that provides added value for users, the chance of it becoming a viral campaign increases. This in turn results in greater reach, longer visibility and is remembered for longer.",{"type":108,"attrs":1354,"content":1355},{"level":110},[1356],{"text":1357,"type":114},"Tips for your social media campaign",{"type":108,"attrs":1359,"content":1360},{"level":110},[1361],{"text":1362,"type":114},"1. Be active where your target group is",{"type":116,"content":1364},[1365],{"text":1366,"type":114},"Does your target group spend a lot of time online and are they mainly on newer platforms such as TikTok? Then there is little benefit in presenting yourself via print media or on Facebook. Even if you may not be an expert on these platforms, don't shy away from using them. Get support from experts who are close to your target group and familiar with the platform and create a presence that attracts attention. Your message should be communicated exactly where your target group is.",{"type":108,"attrs":1368,"content":1369},{"level":110},[1370],{"text":1371,"type":114},"2. Offer unique and exclusive experiences",{"type":116,"content":1373},[1374],{"text":1375,"type":114},"Campaigns have the characteristic that they are generally only played out over a certain period of time. Paired with one-off offers, such as a limited edition product as part of the campaign or an exclusive competition, extraordinary experiences can be offered. These specials are also more likely to lead to increased sharing, mentioning or interaction with the post.",{"type":108,"attrs":1377,"content":1378},{"level":110},[1379],{"text":1380,"type":114},"3. Look behind the facade",{"type":116,"content":1382},[1383],{"text":1384,"type":114},"What changes and challenges does your target group have to deal with? Younger people in particular often do not feel understood or valued and therefore find it difficult to break through the barrier to companies. As a company, show that you know your target group. Focus the campaign on topics that are important to them and that may already be on their minds. With a touch of humor and a little sensitivity, you can create a basis for a potentially viral campaign.",{"type":108,"attrs":1386,"content":1387},{"level":110},[1388],{"text":1389,"type":114},"4. Get in when the interaction breaks out",{"type":116,"content":1391},[1392],{"text":1393,"type":114},"There's nothing worse than when the campaign is well received, the target group starts interacting and the company fails to get involved. Whether it's specific questions or simple reactions from users, stay on the ball and observe what the interactions look like. Intervene when there are questions and enjoy the exchange with your target group.",{"type":108,"attrs":1395,"content":1396},{"level":110},[1397],{"text":1398,"type":114},"5. Learn from mistakes and stay present",{"type":116,"content":1400},[1401],{"text":1402,"type":114},"Mistakes happen and campaigns can also backfire. Don't take it lightly if your campaign is less successful and try to learn from it for the next time. If there are shitstorms, stay present and don't disappear from the scene. Minor mistakes can often lead to a fun follow-up campaign. But always show understanding and take the input from your target group seriously.","Social media campaign",{"id":29,"url":264,"email":264,"linktype":265,"fieldtype":266,"cached_url":264},{"type":105,"content":1406},[1407],{"type":116,"content":1408},[1409],{"text":435,"marks":1410},[],[],{"id":1413,"alt":1334,"name":29,"focus":29,"title":29,"source":29,"filename":1414,"copyright":29,"fieldtype":39,"meta_data":1415,"is_external_url":34},13122645,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F2891x1626\u002F62ad07f5a7\u002Fsocial_media_kampagne.jpg",{},{"id":1413,"alt":1334,"name":29,"focus":29,"title":29,"source":29,"filename":1414,"copyright":29,"fieldtype":39,"meta_data":1417,"is_external_url":34},{},"social-media-kampagne","en\u002Farticles\u002Fsocial-media-kampagne",210,[],"9e917607-b39a-4b0d-bcd4-63a9142db794",[],"articles\u002Fsocial-media-kampagne",[1426],{"path":1424,"name":46,"lang":51,"published":46},{"name":1428,"created_at":1429,"published_at":1430,"updated_at":1431,"id":1432,"uuid":1433,"content":1434,"slug":1546,"full_slug":1547,"sort_by_date":46,"position":1548,"tag_list":1549,"is_startpage":34,"parent_id":301,"meta_data":46,"group_id":1550,"first_published_at":1328,"release_id":46,"lang":51,"path":46,"alternates":1551,"default_full_slug":1552,"translated_slugs":1553},"Arten von Kampagnen","2024-04-04T14:08:32.616Z","2024-11-11T14:38:53.487Z","2024-11-11T14:38:53.522Z",473002269,"f751898d-2936-4fb2-ac7d-cd01b27153d3",{"_uid":315,"body":1435,"text":1436,"title":1530,"ctaLink":1531,"ctaText":1532,"pageSeo":1538,"category":284,"ctaLabel":449,"ctaTitle":450,"cardImage":1539,"component":20,"coverImage":1544,"ctaSubTitle":296},[],{"type":105,"content":1437},[1438,1443,1448,1453,1457,1462,1467,1471,1476,1481,1485,1490,1495,1499,1504,1509,1513,1518,1523],{"type":108,"attrs":1439,"content":1440},{"level":110},[1441],{"text":1442,"type":114},"Types of marketing campaign",{"type":108,"attrs":1444,"content":1445},{"level":110},[1446],{"text":1447,"type":114},"1. Traditional marketing campaign:",{"type":108,"attrs":1449,"content":1450},{"level":165},[1451],{"text":1452,"type":114},"Aim: to increase brand awareness",{"type":116,"content":1454},[1455],{"text":1456,"type":114},"The traditional marketing campaign is carried out via traditional communication channels such as TV, radio or newspaper advertisements. The focus here is on the presence of the brand or a product. Existing and potential customers should recognize the added value and remember the brand as an integral part. As a player in the constantly growing flow of information, this type of campaign proves to be very difficult in some industries, as innovative yet informative content must be offered.",{"type":108,"attrs":1458,"content":1459},{"level":110},[1460],{"text":1461,"type":114},"2. Image campaign:",{"type":108,"attrs":1463,"content":1464},{"level":165},[1465],{"text":1466,"type":114},"Goal: Build and maintain brand image",{"type":116,"content":1468},[1469],{"text":1470,"type":114},"Larger companies in particular regularly carry out image campaigns. Special or currently relevant topics are addressed and disseminated via as many communication channels as possible. Why is the product or brand so special and helpful? What does the company do differently from others? Is the company committed to current projects? Questions like these can be chosen as the starting point for an image campaign in order to convince existing and potential customers.",{"type":108,"attrs":1472,"content":1473},{"level":110},[1474],{"text":1475,"type":114},"3. Rebranding campaign:",{"type":108,"attrs":1477,"content":1478},{"level":165},[1479],{"text":1480,"type":114},"Goal: Communicate rebranding and changes to the outside world",{"type":116,"content":1482},[1483],{"text":1484,"type":114},"After rebranding a company, those responsible usually decide on a rebranding campaign to spread the change. The focus here is on clearly communicating information and (re)positioning the company. Regardless of whether the rebranding is large or small, the result should be a change in the target group's mindset when they come across related content in the future. New attitudes and goals can also be relevant for generating new customers and should therefore also be included in campaign planning.",{"type":108,"attrs":1486,"content":1487},{"level":110},[1488],{"text":1489,"type":114},"4. Product or brand campaign",{"type":108,"attrs":1491,"content":1492},{"level":165},[1493],{"text":1494,"type":114},"Goal: Introduce the product or brand and arouse interest",{"type":116,"content":1496},[1497],{"text":1498,"type":114},"A company's new products or brands are usually followed by a campaign. After all, the novelty should also be communicated to customers and potentially interested parties. As you might expect, this type of campaign focuses on a product or a specific brand. The content is about its features, functionality and benefits for users. It is particularly important to communicate the added value of the product or brand and to create a need to opt for that product or brand in the future.",{"type":108,"attrs":1500,"content":1501},{"level":110},[1502],{"text":1503,"type":114},"5. Campaign topics",{"type":108,"attrs":1505,"content":1506},{"level":165},[1507],{"text":1508,"type":114},"Objective: To inform the target group about a predefined topic",{"type":116,"content":1510},[1511],{"text":1512,"type":114},"Topic campaigns can range from information worth knowing to current facts and circumstances. In this context, they therefore focus on a specific topic. As the relevance lies in conveying a certain information content, it is particularly important to formulate the message in a way that is appropriate and target group-oriented. If the content is well thought out and clearly formulated, the information can be successfully conveyed via the topic campaign.",{"type":108,"attrs":1514,"content":1515},{"level":110},[1516],{"text":1517,"type":114},"6. Online campaign",{"type":108,"attrs":1519,"content":1520},{"level":165},[1521],{"text":1522,"type":114},"Goal: From image cultivation to product presentation",{"type":116,"content":1524},[1525],{"text":1526,"type":114,"marks":1527},"Online campaigns are growing in popularity with the changing times. With the extensive use of the Internet, a large audience can be addressed via this channel. Various digital channels, such as ads on Google or social media, are used here. Banners and email marketing are also still considered successful campaign channels. Online campaigns are usually used as part of multichannel campaigns - i.e. via several channels simultaneously - over a certain period of time.",[1528],{"type":171,"attrs":1529},{"color":29},"Types of campaigns",{"id":29,"url":264,"email":264,"linktype":265,"fieldtype":266,"cached_url":264},{"type":105,"content":1533},[1534],{"type":116,"content":1535},[1536],{"text":435,"marks":1537},[],[],{"id":1540,"alt":1541,"name":29,"focus":29,"title":29,"source":29,"filename":1542,"copyright":29,"fieldtype":39,"meta_data":1543,"is_external_url":34},13122642,"Kampagnenplanung","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F2872x1616\u002Fd65881e435\u002Fkampagnen_arten.jpg",{},{"id":1540,"alt":1541,"name":29,"focus":29,"title":29,"source":29,"filename":1542,"copyright":29,"fieldtype":39,"meta_data":1545,"is_external_url":34},{},"arten-von-kampagnen","en\u002Farticles\u002Farten-von-kampagnen",170,[],"68b7545e-1c79-471c-b0e2-eca820e843f6",[],"articles\u002Farten-von-kampagnen",[1554],{"path":1552,"name":46,"lang":51,"published":46},{"name":1556,"created_at":1557,"published_at":1558,"updated_at":1559,"id":1560,"uuid":1561,"content":1562,"slug":1655,"full_slug":1656,"sort_by_date":46,"position":1657,"tag_list":1658,"is_startpage":34,"parent_id":301,"meta_data":46,"group_id":1659,"first_published_at":1328,"release_id":46,"lang":51,"path":46,"alternates":1660,"default_full_slug":1661,"translated_slugs":1662},"Alles um Kampagnen","2024-04-04T14:08:31.280Z","2024-11-11T14:38:53.821Z","2024-11-11T14:38:53.851Z",473002268,"9085181e-6f02-4788-9f03-f05629815be3",{"_uid":315,"body":1563,"text":1564,"title":1639,"ctaLink":1640,"ctaText":1641,"pageSeo":1647,"category":284,"ctaLabel":449,"ctaTitle":450,"cardImage":1648,"component":20,"coverImage":1653,"ctaSubTitle":296},[],{"type":105,"content":1565},[1566,1570,1610,1615,1619,1623,1627,1632],{"type":116,"content":1567},[1568],{"text":1569,"type":114},"But what exactly is a marketing campaign? A marketing campaign is usually a temporary action by a company that aims to achieve a predetermined result. Various channels are used to reach the target group. Channels can be, for example",{"type":1571,"content":1572},"bullet_list",[1573,1580,1586,1592,1598],{"type":1574,"content":1575},"list_item",[1576],{"type":116,"content":1577},[1578],{"text":1579,"type":114},"TV, radio",{"type":1574,"content":1581},[1582],{"type":116,"content":1583},[1584],{"text":1585,"type":114},"Online ads",{"type":1574,"content":1587},[1588],{"type":116,"content":1589},[1590],{"text":1591,"type":114},"Social media",{"type":1574,"content":1593},[1594],{"type":116,"content":1595},[1596],{"text":1597,"type":114},"Print advertising",{"type":1574,"content":1599},[1600,1609],{"type":116,"content":1601},[1602,1607],{"text":1603,"type":114,"marks":1604},"E",[1605],{"type":171,"attrs":1606},{"color":29},{"text":1608,"type":114},"mail marketing",{"type":116},{"type":108,"attrs":1611,"content":1612},{"level":110},[1613],{"text":1614,"type":114},"Planning is the be-all and end-all",{"type":116,"content":1616},[1617],{"text":1618,"type":114},"So how do you start a successful campaign? With a lot of planning and company analysis. The decisive factor at the beginning is the definition of a clear, measurable goal. Measurable means that the desired result can be easily monitored and evaluated during and after the campaign using defined KPIs (key performance indicators). This is helpful for measuring the success of the campaign and initiating follow-up measures. Potential goals of a marketing campaign can include increasing sales, building the company's image or expanding its reach.",{"type":116,"content":1620},[1621],{"text":1622,"type":114},"Once the objective of the campaign has been defined, the next step is targeting. Targeting refers to who is to be specifically addressed with the campaign - in this sense also the target group definition. Companies often already have their target group pre-defined, but it is still important to take another look at this for each campaign. Different campaign goals are sometimes also relevant for other people and require targeting adjustments.",{"type":116,"content":1624},[1625],{"text":1626,"type":114},"Once the objective and targeting have been defined, the next step is to address the right channels. Adapted to the objective and target group, some channels prove to be more useful than others. Where can I find potentially interested people and will they respond to my content? Once this question has been answered, there are usually already some suitable channels for the campaign.",{"type":108,"attrs":1628,"content":1629},{"level":110},[1630],{"text":1631,"type":114},"Stay exciting",{"type":116,"content":1633},[1634],{"text":1635,"type":114,"marks":1636},"No matter how long and intensive the planning is, the content is ultimately what attracts interested parties. That's why it's important to deliver clear added value and stay in people's minds with innovative ideas. Whether it's information worth knowing, funny phrases or emotional memories, people want to be picked up and surrounded by exciting content. In the best case scenario, the target group wants to become an active part of the campaign. Brand-specific hashtags, exclusive image and video material and even competitions increase the potential for interaction. If they actively participate in something and thus become part of the community, emotions and feelings will be involved and the campaign will be remembered for longer in the long term.",[1637],{"type":171,"attrs":1638},{"color":29},"Everything about campaigns",{"id":29,"url":264,"email":264,"linktype":265,"fieldtype":266,"cached_url":264},{"type":105,"content":1642},[1643],{"type":116,"content":1644},[1645],{"text":435,"marks":1646},[],[],{"id":1649,"alt":1650,"name":29,"focus":29,"title":29,"source":29,"filename":1651,"copyright":29,"fieldtype":39,"meta_data":1652,"is_external_url":34},13122644,"Kampagnenerstellung","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F2184x1229\u002F75b7242221\u002Falles_kampagnen.jpg",{},{"id":1649,"alt":1650,"name":29,"focus":29,"title":29,"source":29,"filename":1651,"copyright":29,"fieldtype":39,"meta_data":1654,"is_external_url":34},{},"alles-um-kampagnen","en\u002Farticles\u002Falles-um-kampagnen",180,[],"ee012830-5a0e-45c6-a01e-ad8e9c6001b9",[],"articles\u002Falles-um-kampagnen",[1663],{"path":1661,"name":46,"lang":51,"published":46},{"name":1665,"created_at":1666,"published_at":1667,"updated_at":1668,"id":1669,"uuid":1670,"content":1671,"slug":1783,"full_slug":1784,"sort_by_date":46,"position":1785,"tag_list":1786,"is_startpage":34,"parent_id":301,"meta_data":46,"group_id":1787,"first_published_at":1788,"release_id":46,"lang":51,"path":46,"alternates":1789,"default_full_slug":1790,"translated_slugs":1791},"SEO - Tipps zu Texten","2024-04-04T14:10:30.433Z","2024-11-11T14:39:21.594Z","2024-11-11T14:39:21.656Z",473009370,"c9e31e7c-83d8-416d-a666-146590d68fde",{"_uid":1672,"body":1673,"text":1674,"title":1765,"ctaLink":1766,"ctaText":1767,"pageSeo":1773,"category":284,"ctaLabel":449,"ctaTitle":450,"cardImage":1779,"component":20,"coverImage":1782,"ctaSubTitle":296},"62914487-ff70-48a9-a411-76326cea248e",[],{"type":105,"content":1675},[1676,1682,1683,1687,1707,1708,1718,1719,1729,1730,1740,1741,1745],{"type":116,"content":1677},[1678],{"text":1679,"type":114,"marks":1680},"SEO - Search Engine Optimization",[1681],{"type":331},{"type":116},{"type":116,"content":1684},[1685],{"text":1686,"type":114},"The aim of SEO is to achieve a better, i.e. higher ranking in the search results, whereby potential customers or interested parties.",{"type":1571,"content":1688},[1689,1695,1701],{"type":1574,"content":1690},[1691],{"type":116,"content":1692},[1693],{"text":1694,"type":114},"reach the homepage,",{"type":1574,"content":1696},[1697],{"type":116,"content":1698},[1699],{"text":1700,"type":114},"Make contact",{"type":1574,"content":1702},[1703],{"type":116,"content":1704},[1705],{"text":1706,"type":114},"or buy the offered product",{"type":116},{"type":116,"content":1709},[1710,1714,1716],{"text":1711,"type":114,"marks":1712},"SEO for texts",[1713],{"type":331},{"type":1715},"hard_break",{"text":1717,"type":114},"Whether for product descriptions or blog posts, the more the texts on a website are geared towards Google's search criteria, the more likely they are to be \"rewarded\". This means that more and more visitors will reach a company's website. With the right tactics, companies can generate new orders.",{"type":116},{"type":116,"content":1720},[1721,1723,1727],{"text":1722,"type":114},"With the SEO ",{"text":1724,"type":114,"marks":1725},"Headline ",[1726],{"type":331},{"text":1728,"type":114},"determines whether the visitor reads the rest of the text or not. That's why a well-formulated headline is important. The most important SEO headline on a website is the so-called H1, i.e. the main headline. The body text is defined as \"normal text\", which is how the search engine recognizes the difference.",{"type":116},{"type":116,"content":1731},[1732,1734,1738],{"text":1733,"type":114},"The ",{"text":1735,"type":114,"marks":1736},"Loading time ",[1737],{"type":331},{"text":1739,"type":114},"is an important optimization factor, because nowadays it is extremely important that a website loads quickly and smoothly, otherwise there is a risk that the visitor will quickly jump back to the search results to get his information or products from the competition.",{"type":116},{"type":116,"content":1742},[1743],{"text":1744,"type":114},"Tips to keep the loading time fast:",{"type":1571,"content":1746},[1747,1753,1759],{"type":1574,"content":1748},[1749],{"type":116,"content":1750},[1751],{"text":1752,"type":114},"Images should only be uploaded in the size that is actually needed. The file size should be kept small.",{"type":1574,"content":1754},[1755],{"type":116,"content":1756},[1757],{"text":1758,"type":114},"If videos are to be uploaded to the website, it is ideal to limit yourself to a single video that is not too long. This is because videos are very data-intensive and must be loaded completely when the page is loaded.",{"type":1574,"content":1760},[1761],{"type":116,"content":1762},[1763],{"text":1764,"type":114},"Plug-ins or features on the website are of course often practical, but you should not overdo it, because too many can significantly affect the loading time.","SEO - Tips for texts",{"id":29,"url":264,"email":264,"linktype":265,"fieldtype":266,"cached_url":264},{"type":105,"content":1768},[1769],{"type":116,"content":1770},[1771],{"text":435,"marks":1772},[],[1774],{"_uid":1775,"title":1776,"ogImage":1777,"ogTitle":1776,"component":41,"description":1778,"ogDescription":1778},"e5cb4b83-182d-48d4-90e0-7f7d39227964","We(r)binar: Our SEO tips for texts",{"filename":29},"Here are our SEO tips for good SEO texts!",{"id":1780,"alt":29,"name":29,"focus":29,"title":29,"filename":1781,"copyright":29,"fieldtype":39,"is_external_url":34},7187272,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F4827x2715\u002F63f1345d64\u002Fwerbeberg-seo_bearb_2022-02-17-09-38-33.jpg",{"id":1780,"alt":29,"name":29,"focus":29,"title":29,"filename":1781,"copyright":29,"fieldtype":39,"is_external_url":34},"seo-tipps-zu-texten","en\u002Farticles\u002Fseo-tipps-zu-texten",1010,[],"78c55aa7-674d-4f43-9f8e-b3b45ad504e2","2023-05-26T08:28:30.765Z",[],"articles\u002Fseo-tipps-zu-texten",[1792],{"path":1790,"name":46,"lang":51,"published":46},59,[284,6,1795,1796,1797,1798,1799,1800],"Services","Techday","Förderung","Design","Web","Neuigkeiten"]