The Berlin techno label Ton Töpferei has undergone a complete rebranding in 2020. Founded by Ben Böhmer and his brother Leon Böhmer, the label focuses on melodic house and deep house and unites over 10 young and innovative artists under one roof. With a unique content strategy across various platforms and the constant development of the strategy, yumeda is an important part of the brand image of Ton Töpferei.
Since the beginning of September 2020, “mymedAQ.de”, a health portal of the city of Wiesbaden, has been online with expert knowledge, concrete offers of help, addresses, concepts, recipes, and interviews with Wiesbaden experts. The site operator EGW contacted us to perfect the digital marketing strategy for mymedAQ, to take over the operational management of the Instagram channel for a period of six weeks, and to be active in content production of Instagram and other marketing channels.
The Challenge
Before we started our activities, the mymedAQ platform had to rely mainly on digital and POS advertisements to get more visitors to the portal. Our goal was therefore to grow the social media channels with a clear strategy, more specially produced content from Wiesbaden, and a new digital advertising strategy. This was to achieve more natural growth and, in the long term, reduce advertising spend on the platform.
DIGITAL MARKETING STRATEGY
The goal was thus clearly defined, but the way of achieving the goals had to be shown by us. With the creation of various target groups based on visitor data and our market analyses, the foundation was quickly laid. As a supporting measure, we included an SEO audit of the mymedAQ site to get a better understanding of challenges, user wishes, content topics, and internal marketing KPIs.
With an extensive content strategy based on creativity, analytics, and keyword research, each marketing channel was given a unique identity. Within the entire strategy, our values and principles are made clear: a union of analytics, data, and creativity at the highest level. Overall, our digital strategy provided an approach that accelerated the natural growth of the platform, increased Wiesbaden’s branding, and showed a long-term optimization of advertising costs.
TARGET GROUP DEFINITION
Within the target group definition, we combine quantitative and qualitative analyses to define different personas for the strategy. The various target groups then have a significant influence on the selection of marketing channels, content creation, and community management. To determine the target groups, we looked at four sources of information: demographics of the population of Wiesbaden, different age groups, the various living situations of the population, and the everyday complaints and medical conditions of these groups. With all these points analyzed, we have laid the foundation for all other points included in our strategy.
Number of people in need of care and aging Germany
RELATIVE no. of affiliate who care TOTAL
home care and relatives in wiesbaden (2019)
Relatives who care cared for at home
UNFLUENZA
2018/19
2019/20
2020/21
0 to 4 years
5 to 14 years
15 to 35 YEARS
35 t0 59 YEARS
60 AND OLDER
TOTAL
Diseases of the respiratory tract
CONTENT STRATEGY
In the content strategy, we developed the marketing-specific content topics based on the defined target groups and keyword research. This creates an initial understanding of how to directly address the target groups. A holistic view of all marketing channels was the focus of our work here. In this step, overarching topic formats for social media & websites were defined, interactive formats to increase conversions and brand loyalty were developed, and the cornerstone for visual formats with image and video use and differentiation formats for website and social media were laid.
Playout and interaction of individual platforms
Relevant target groups
TEENAGERS
SELF-SUPPORT < 35
PREGNANT WOMEN
PARENTS
SOCIAL MEDIA STRATEGY
Starting with the selection of marketing channels, the output of the different marketing channels is determined. Each channel has specific characteristics, goals, addresses different target groups and relevant KPIs. We took advantage of the benefits of each channel. Thanks to a detailed content strategy for each of the selected social media channels, it quickly becomes apparent to us how the marketing message is mapped. For the defined target groups we had three main channels in mind: Instagram, Facebook, and the website. A conservative approach,
but still very promising to reach the set goals and wishes of your client. We start with the platform selection for the relevant marketing channels, create a content plan, and then also define the technical format specification there. Through community guidelines and communication guidelines, the tone of voice was clearly defined as friendly, engaging, direct, and always connected to a clear CTA. With post scheduling of around 3-5 posts a week, an ad strategy with a four-digit monthly budget, a detailed hashtag analysis, and a final multiplier analysis, long-term growth is initiated here.
USER APPROACH
Overall, there should be more Wiesbaden focus and the assigned target groups should be addressed more efficiently. With more variation in content formats, platform growth and interactions can be increased.
facebook will be used more often and content from instagram will be reused there. this ensures the assigned target groups and the growth can be accelerated.
INSTAGRAM FEED FORMAT
Igtv and reels can be integrated into the classic instagram feed
UPLOAD | IGTV
IGTV | FEED 9:16
IGTV | FEED 16:9
IGTV | THUMBNAILS 4:5
CROSSPOST | INSTA
Insta | feed
Insta | Profile
Insta | STORY
SEO AUDIT AND KEYWORD RESEARCH
As an ideal complement to the normal digital marketing strategy, we have created an SEO audit at the request of the customer. With a detailed analysis of the platform, potential USPs for specific content could be analyzed, but also errors in the page structure and page properties could be identified. Supported by extensive keyword research, we were able to show a way to improve site-specific KPIs in a cost- and time-efficient way and optimize the user experience of platform visitors.
SEO AUDIT APPROACH
SEO essentially consists of the components of content design, onpage optimization and offpage optimization. This requires a sensible strategy in all areas, since the performance of the sub-areas also affects the neighboring areas of SEA and digital marketing. Thus, the building blocks of the audit are made up of exactly these sub-areas of SEO and we have analyzed all these topics in detail. This analysis was necessary so that we could propose improvements to the platform, which could then have a significant positive impact on increasing click-through rates and reducing advertising costs.
1. CONTENT DESIGN
1.1 Text quality of the posts
1.2 Originality of the posts
1.3 Title and Meta Tags
1.4 Technical background
1.5 Images and alt tags
2. on page optimization
2.1 Mobile optimization
2.2 Consistent indexing
2.3 Loading speed
2.4 Encryption
2.5 Internal linking
2.6 Internal anchor texts
2.7 External linking
2.8 URLs
3. off pafe optimization
3.1 Backlink profile
3.2 Quality of backlinks
The Challenge
Before we started our activities, the mymedAQ platform had to rely mainly on digital and POS advertisements to get more visitors to the portal. Our goal was therefore to grow the social media channels with a clear strategy, more specially produced content from Wiesbaden, and a new digital advertising strategy. This was to achieve more natural growth and, in the long term, reduce advertising spend on the platform.
DIGITAL MARKETING STRATEGY
The goal was thus clearly defined, but the way of achieving the goals had to be shown by us. With the creation of various target groups based on visitor data and our market analyses, the foundation was quickly laid. As a supporting measure, we included an SEO audit of the mymedAQ site to get a better understanding of challenges, user wishes, content topics, and internal marketing KPIs.
With an extensive content strategy based on creativity, analytics, and keyword research, each marketing channel was given a unique identity. Within the entire strategy, our values and principles are made clear: a union of analytics, data, and creativity at the highest level. Overall, our digital strategy provided an approach that accelerated the natural growth of the platform, increased Wiesbaden’s branding, and showed a long-term optimization of advertising costs.
TARGET GROUP DEFINITION
Within the target group definition, we combine quantitative and qualitative analyses to define different personas for the strategy. The various target groups then have a significant influence on the selection of marketing channels, content creation, and community management. To determine the target groups, we looked at four sources of information: demographics of the population of Wiesbaden, different age groups, the various living situations of the population, and the everyday complaints and medical conditions of these groups. With all these points analyzed, we have laid the foundation for all other points included in our strategy.
Number of people in need of care and aging Germany
RELATIVE no. of affiliate who care TOTAL
home care and relatives in wiesbaden (2019)
Relatives who care cared for at home
UNFLUENZA
2018/19 | 2019/20 | 2020/21
0 to 4 YEARS | 5 to 14 YEARS | 15 to 35 YEARS | 35 t0 59 YEARS | 60 AND OLDER | TOTAL
Diseases of the respiratory tract
severe acute respiratory diseases
Malignant neoplasms of the trachea, bronchus and lung
Chronic obstructive pulmonary disease and other chon. chonic diseases of the lower respiratory tract except bronchial asthma
bronchial asthma
CONTENT STRATEGY
In the content strategy, we developed the marketing-specific content topics based on the defined target groups and keyword research. This creates an initial understanding of how to directly address the target groups. A holistic view of all marketing channels was the focus of our work here. In this step, overarching topic formats for social media & websites were defined, interactive formats to increase conversions and brand loyalty were developed, and the cornerstone for visual formats with image and video use and differentiation formats for website and social media were laid.
Playout and interaction of individual platforms
Relevant target groups
TEENAGERS
SELF-SUPPORT < 35
PARENTS
PREGNANT WOMEN
SOCIAL MEDIA STRATEGY
Starting with the selection of marketing channels, the output of the different marketing channels is determined. Each channel has specific characteristics, goals, addresses different target groups and relevant KPIs. We took advantage of the benefits of each channel. Thanks to a detailed content strategy for each of the selected social media channels, it quickly becomes apparent to us how the marketing message is mapped. For the defined target groups we had three main channels in mind: Instagram, Facebook, and the website. A conservative approach,
but still very promising to reach the set goals and wishes of your client. We start with the platform selection for the relevant marketing channels, create a content plan, and then also define the technical format specification there. Through community guidelines and communication guidelines, the tone of voice was clearly defined as friendly, engaging, direct, and always connected to a clear CTA. With post scheduling of around 3-5 posts a week, an ad strategy with a four-digit monthly budget, a detailed hashtag analysis, and a final multiplier analysis, long-term growth is initiated here.
USER APPROACH
Overall, there should be more Wiesbaden focus and the assigned target groups should be addressed more efficiently. With more variation in content formats, platform growth and interactions can be increased.
facebook will be used more often and content from instagram will be reused there. this ensures the assigned target groups and the growth can be accelerated.
INSTAGRAM FEED FORMAT
Igtv and reels can be integrated into the classic instagram feed
UPLOAD | IGTV
IGTV | FEED 9:16
IGTV | FEED 16:9
IGTV | THUMBNAILS 4:5
CROSSPOST | INSTA
Insta | PROFILE
FEED | Profile
Insta | story
SEO AUDIT AND KEYWORD RESEARCH
As an ideal complement to the normal digital marketing strategy, we have created an SEO audit at the request of the customer. With a detailed analysis of the platform, potential USPs for specific content could be analyzed, but also errors in the page structure and page properties could be identified. Supported by extensive keyword research, we were able to show a way to improve site-specific KPIs in a cost- and time-efficient way and optimize the user experience of platform visitors.
SEO AUDIT APPROACH
SEO essentially consists of the components of content design, onpage optimization and offpage optimization. This requires a sensible strategy in all areas, since the performance of the sub-areas also affects the neighboring areas of SEA and digital marketing. Thus, the building blocks of the audit are made up of exactly these sub-areas of SEO and we have analyzed all these topics in detail. This analysis was necessary so that we could propose improvements to the platform, which could then have a significant positive impact on increasing click-through rates and reducing advertising costs.
1. CONTENT DESIGN
1.1 Text quality of the posts
1.2 Originality of the posts
1.3 Title and Meta Tags
1.4 Technical background
1.5 Images and alt tags
2. on page optimization
2.1 Mobile optimization
2.2 Consistent indexing
2.3 Loading speed
2.4 Encryption
2.5 Internal linking
2.6 Internal anchor texts
2.7 External linking
2.8 URLs
3. off pafe optimization
3.1 Backlink profile
3.2 Quality of backlinks
KEYWORD RESEARCH
To identify successful content topics, we use two approaches. The most important is collecting seed keywords through research. These are general, short-tail keywords that can be explored in more depth in content formats. We also analyze competitors and their strategic approach to choosing keywords. In order to guarantee that the topics are appropriate, the keywords are checked one after the other by means of an analysis funnel. With these keywords, the basis for a detailed content strategy could be laid, but also the design of the digital ads could be significantly improved. Either we focused on keywords with the highest monthly search volumes to attract the widest possible audience or we included niche keywords in our digital eye to further increase the conversion rate to the website.
EAR, NOSE AND THROAT 74
- EAR INFECTION
- EARACHE
- NASAL SPRAY SNORING
- SLEEP APNEA
- NOSEBLEED
EYES 90.5
- STY
- INFLAMMATION
- CATARACT (GRAY, GREEN)
- CONTACT LENSES
- WATERY EYE
- BLINDNESS
ALLERGIES 33.1
- POLLEN
- HOUSE DUST MITES
- DOMESTIC ANIMALS AND LIVESTOCK
- FOOD
- MEDICATIONS
AUTOIMMUNE DISEASES 40.5
- SKIN
- KIDNEYS
- CROHN’S DISEASE
- MULTIPLE SCLEROSIS
- ULCERATIVE COLITIS
NERVES 8.1
- ADHD
- ALZHEIMER’S & DEMENTIA
- AUTISM
- SLEEP DISORDER
- STROKE
CANCER 49.5
- VARIOUS TYPES
- NUTIRION
- TREATMENT
- REHAB
- MEDICATIONS
GASTROINTESTINAL 40
- ABDOMINAL PAIN
- FLATULENCE
- DIARRHEA
- HEARTBURN
- CONSTIPATION
DIABETES 90.5
- NUTRITION & RECIPES
- BLOOD SUGAR
- MEASUREMENT
COLD & FLU 89.5
- COMMON COLD
- SORE THROAT
- FEVER
- COUGH
MOUTH & TEETH 55.3
- TOOTHACHE
- DRY MOUTH
- CARIES
JOINTS 12.1
- HERNIATED DISC
- BACK PAIN
- TORN LIGAMENTS
- STRAINS
KEYWORD RESEARCH
To identify successful content topics, we use two approaches. The most important is collecting seed keywords through research. These are general, short-tail keywords that can be explored in more depth in content formats. We also analyze competitors and their strategic approach to choosing keywords. In order to guarantee that the topics are appropriate, the keywords are checked one after the other by means of an analysis funnel. With these keywords, the basis for a detailed content strategy could be laid, but also the design of the digital ads could be significantly improved. Either we focused on keywords with the highest monthly search volumes to attract the widest possible audience or we included niche keywords in our digital eye to further increase the conversion rate to the website.
EAR, NOSE AND THROAT 74
- EAR INFECTION
- EARACHE
- NASAL SPRAY SNORING
- SLEEP APNEA
- NOSEBLEED
EYES 90.5
- STY
- INFLAMMATION
- CATACT (GRAY, GREEN)
- CONTACT LENSES
- WATERY EYE
- BLINDNESS
GASTROINTESTINAL 40
- ABDOMINAL PAIN
- FLATULENCE
- DIARRHEA
- HEARTBURN
- CONSTIPATION
ALLERGIES 33.1
- POLLEN
- HOUSE DUST MITES
- DOMESTIC ANIMALS AND LIVESTOCK
- FOOD
- MEDICATIONS
MOUTH & TEETH 55.3
- TOOTHACHE
- DRY MOUTH
- CARIES
COLD & FLU 89.5
- COMMON COLD
- SORE THROAT
- FEVER
- COUGH
AUTOIMMune disease 40
- SKIN
- KIDNEYS
- CROHN’S DISEASE
- MULTIPLE SCLEROSIS
- ULCERATIVE COLITIS
NERVES 8.1
- ADHD
- ALZHEIMER’S & DEMENTIA
- AUTISM
- SLEEP DISORDER
- STROKE
CANCER 49.9
- VARIOUS TYPES
- NUTIRION
- TREATMENT
- REHAB
- MEDICATIONS
JOINTS 12.1
- HERNIATED DISC
- BACK PAIN
- TORN LIGAMENTS
- STRAINS
DIABETES 90.5
- NUTRITION & RECIPES
- BLOOD SUGAR
- MEASUREMENT
CONTENT CREATION
One of the client’s specifications and a recommendation from our side was to significantly increase the Wiesbaden branding and the reference to the platform’s hometown visually as well. We wanted to use this opportunity to efficiently address Wiesbaden’s younger residents on social media platforms with innovative and interactive video and photo formats and to present the city of Wiesbaden as an attractive and citizen-oriented partner for healthy living.
VIDEO PRODUCTION
Speed, proximity to citizens, and health relevance were the focus of the video production. From interviews to highlights from the farmer’s market and other events, to the presentation of sports activities in and around Wiesbaden, everything was included here. It was of particular importance to us to present the city of Wiesbaden as innovative and citizen-oriented, with a focus on the possibilities for all target groups to move actively in the city. The videos produced were shared on Instagram, the Facebook account, and the website. Especially on Instagram, the videos not only exponentially increased interactions but also significantly expanded the account’s reach.
By loading the video, you agree to YouTube's privacy policy.
Learn more
By loading the video, you agree to YouTube's privacy policy.
Learn more
PHOTOPRODUCTION
Accompanying the video formats, we also produced photos, which were mainly distributed and posted profitably in the Instagram story. Thanks to the polls, votes, and highlights within the story, we were able to analyze the users’ wishes and the interesting topics. The produced images, therefore, formed an important basis to gain this data.
SOCIAL MEDIA MANAGEMENT
For a period of six weeks, our marketing team took over the operational management of mymedAQ’s Instagram account. Through strong interaction with other profiles that ultimately acted as multipliers, a detailed hashtag strategy, writing clear captions, and many other growth-accelerating tactics, we were able to give this channel an absolute growth and reach booster.
FACTS AND FIGURES
We have already talked about a growth accelerator – but what does that mean in hard facts? An increase in subscribers from 50 to 385, an increase in absolute interactions by over 230 percent to over 415 interactions per month. Thanks to the new ads strategy, the number of accounts reached per month improved by 1d7,766 percent to almost 60,000 accounts. In addition, organic profile views improved another 250 percent to over 680 views per month.
REPORTING
A fundamental part of our work in operational marketing management in this project was the reporting of the success of our measures. With detailed analyses of the KPIs, we were able to continuously adjust the strategy and optimize our measures in such a way that the achievement of customer requirements was feasible. This was where we tied the feedback loop to the marketing strategy and also ensured that our customer could transparently track all measures and changes.
CONTENT CREATION
One of the client’s specifications and a recommendation from our side was to significantly increase the Wiesbaden branding and the reference to the platform’s hometown visually as well. We wanted to use this opportunity to efficiently address Wiesbaden’s younger residents on social media platforms with innovative and interactive video and photo formats and to present the city of Wiesbaden as an attractive and citizen-oriented partner for healthy living.
VIDEO PRODUCTION
Speed, proximity to citizens, and health relevance were the focus of the video production. From interviews to highlights from the farmer’s market and other events, to the presentation of sports activities in and around Wiesbaden, everything was included here. It was of particular importance to us to present the city of Wiesbaden as innovative and citizen-oriented, with a focus on the possibilities for all target groups to move actively in the city. The videos produced were shared on Instagram, the Facebook account, and the website. Especially on Instagram, the videos not only exponentially increased interactions but also significantly expanded the account’s reach.
By loading the video, you agree to YouTube's privacy policy.
Learn more
By loading the video, you agree to YouTube's privacy policy.
Learn more
PHOTOPRODUCTION
Accompanying the video formats, we also produced photos, which were mainly distributed and posted profitably in the Instagram story. Thanks to the polls, votes, and highlights within the story, we were able to analyze the users’ wishes and the interesting topics. The produced images, therefore, formed an important basis to gain this data.
SOCIAL MEDIA MANAGEMENT
For a period of six weeks, our marketing team took over the operational management of mymedAQ’s Instagram account. Through strong interaction with other profiles that ultimately acted as multipliers, a detailed hashtag strategy, writing clear captions, and many other growth-accelerating tactics, we were able to give this channel an absolute growth and reach booster.
FACTS AND FIGURES
We have already talked about a growth accelerator – but what does that mean in hard facts? An increase in subscribers from 50 to 385, an increase in absolute interactions by over 230 percent to over 415 interactions per month. Thanks to the new ads strategy, the number of accounts reached per month improved by 1d7,766 percent to almost 60,000 accounts. In addition, organic profile views improved another 250 percent to over 680 views per month.
REPORTING
A fundamental part of our work in operational marketing management in this project was the reporting of the success of our measures. With detailed analyses of the KPIs, we were able to continuously adjust the strategy and optimize our measures in such a way that the achievement of customer requirements was feasible. This was where we tied the feedback loop to the marketing strategy and also ensured that our customer could transparently track all measures and changes.
