Differentiating between organic content and paid advertising
Organic content appears on your company profiles. This can include topic planning, writing, publishing, and analysis. Paid ads additionally require a campaign objective, suitable advertising materials, a landing page or contact option, and an agreed-upon media budget.
An existing video cannot be used unchanged for every purpose. For example, an ad needs to quickly explain who the offer is intended for. Therefore, additional versions or new recordings are planned as production tasks.
Which tasks are agreed upon?
At the outset, we clarify channels, existing accounts, approvals, and responsibilities. Then we define the scope of planning, publishing, and campaign management. Community management, story management, or automation are additional tasks that we will discuss explicitly as needed. ... An editorial calendar specifies when which content should be published. A social media strategy explains beforehand why this content is relevant to your goals. If you don't yet have a solid foundation, you should make this decision first.
Production, Management, and Advertising Budget
These three cost components should be clearly outlined in the proposal. Content creation is a separate task from ongoing management. The advertising budget finances the distribution on the platform. Simply increasing the budget won't fix an unclear proposal or a complicated inquiry process.
What will be evaluated?
We base our evaluation on the agreed-upon goal. For example, in an inquiry campaign, qualified leads and their subsequent development are relevant. Reach and clicks help with assessment but don't replace feedback from your sales team. Additional quality criteria apply to recruiting campaigns.
Reaching German-Speaking Target Groups Across Regions
Germany, Austria, and Switzerland are potential target markets that should be considered separately. The offer, regional availability, and language of the landing page must align with the campaign. For European markets, we also clarify which language versions and contact persons are actually available.
To begin your inquiry, we only need to provide your objective, offer, desired markets, existing channels, and available content. You can find an overview of our related services here.