Storytelling: exciting stories in online marketing

More and more companies are running content marketing – but fewer and fewer customers want to consume content. One of the most powerful and at the same time most underestimated instruments is storytelling. The term initially sounds flat after “story tales”, but behind it is a whole system of rules. If you use them properly, you can increase your impact enormously.

How did I get to storytelling?

Although I (as you know) understand content marketing as a very good technique for online marketing, I asked myself for a very long time: “Is there not more? How can I get better? “For a long time, I found nothing but minor tips and tricks as well as the approach to increase the quality of contributions. On the SMX three years ago I heard Julius van de Laar as keynote speaker and learned for the first time (only marginally) about storytelling. This keynote fascinated me at the time, so I decided to focus on the topic of storytelling. And here I found what I had been looking for!

In Content Marketing, the following happens:

  1. More and more webmasters are creating more and more content.
  2. At the same time, web site visitors have less and less interest in these contents and are now “spoiled”.

Let’s look at the SEO blog section: Three years ago, he was almost extinct. Hardly anyone in Germany published new content. Meanwhile there are more and more good, new blogs with better content than ever before. At the same time, many webmasters have less time to read these good content. Already in 2014 Mark Schaefer spoke first of the “Content shock” . Even if it is still in the future: How do you get out of this misery? Through enormously good, new marketing concepts that take place in the niche.

One of them is storytelling.

After I read the book of had read Petra Sammer , I was much clearer. When I first ran the tests, I realized what a powerful tool you have. Building storytelling elements is often the icing on the cake for your content. In other words, if you are looking for something (for you) new and great in marketing, then you are concerned with storytelling.

What is storytelling?

Storytelling is a narrative technique that emotionally stimulates stories in such a way that the listener firstly hears the story and, secondly, is addressed on the emotional, not the factual level. Stories (in this case, about products or companies) narrated by storytelling are “more” and more memorable than the traditional stuttering of product features.

How does storytelling work?

Storytelling is not about simply telling stories, but telling them in a certain way. It is a “way of telling stories” that follows strict rules. My storytelling is a mixture of different different directions, composed of literary, biology and psychology. Sounds crazy – it is

Biology: You experience what you see , as if it was your own experience

Many scientists, led by Uri Hasson of Princeton University research for some time about what happens to the human brain when it hears stories. In principle, these are two important things:

  1. Our brain experiences the story as if it were happening to us. In part, our body even pours out the corresponding hormones and we show, for example, fear when we look at a Horrorfilm. The brainwaves of a person who experiences something exciting and someone who only looks at it are very similar. The same brain regions are active. A good video of this is The Dramatic Arc of Paul Zac
  2. The brains of story counters and listeners synchronize as a story is told. This effect is called “neural entrainment”. Through a good story, you can “implant” knowledge into strange brains.

Literary studies: Joseph Campbell and the heroic journey

What do Star Wars, Harry Potter and Lord of the Rings have in common? Not only are they successful books, the stories of these works all follow a certain course, as the literary scholar Joseph Campbell has already discovered decades ago. This process is called “heroic journey”. It is quite complex, so I’d rather show you an entertaining video:


What does the heroic journey have to do with online marketing?

Quite simply: a start can be made with storytelling if one builds up its history similar to the heroic journey of Joseph Campbell.

That means:

  • The hero (for example, the customer) initially has a strong desire or a personal desire. For Frodo, Harry Potter and Luke Skywalker is easy – all want out into the world.
  • The hero leaves his habitual environment to dare something new. This is often the case in foundations.
  • He gets help from the so-called enablers – ideally from the company that actually wants in the video market the product.
  • He does not create it immediately, but reaches a crisis (as deep as possible).
  • In the end he reaches his goal (with the help of the Enablers), but is a different person than before and has changed in comparison to the beginning.

Look at the founding myths of Apple, Tesla and Google. You will surely recognize some elements of the heroic journey.

Psychology: Why does the heroic journey work so well?

Before I show you a typical heroic journey, I will go into a few theoretical things. As many know, I have studied history. I suspect, therefore behind the system of the hero’s journey a millennia, if not centuries thousands of years old tradition so ingrained in our culture – perhaps in the DNA – is that it responds each person.

  • The listener, ie the customer, automatically identifies with the hero (Caution: The hero must be a “normal” without special abilities, see Frodo, Harry Potter and Luke Skywalker)
  • The story is , as initially described, physically experienced and thus more perceived as other stories.
  • The story remains far better in the memory than without storytelling elements – even after a very long time. Look, if you can reconstruct well Harry Potter or Lord of the Rings – and to compare any 08/15 action movie.
  • Last but not least, your potential customers approach you at an emotional level, not at a rational level. The Persuasionsprozess, ie the conviction of the product takes place unconsciously – one can hardly resist.

Start something new: A parade example of storytelling

And? Did you notice? Many elements of the heroic journey are included in this video. The crisis in which the protagonist usually falls on his journey is missing, but the rest is excellently implemented. Did you see this commercial as an advertisement? The old man’s departure is very well elaborated, when he suddenly can no longer sit in his usual place (crisis) and the transformation when he returns.

Why do I use storytelling specifically in online marketing?

  • For the foundation of your company
  • For a success story of a customer – here you can either a parabola or Example story construct. Or – and best – of course it is with real customers
  • For presentations at a conference or meeting – here you hear guaranteed 100% more people to
  • For individual blogposts
  • For videos – that even is the best medium for


Storytelling is, in my opinion, one of the most important techniques to bring its content marketing to a new level. I have mixed many different definitions of storytelling and many different “schools”. There is much more to explain and to explain, but for the beginning this is enough. This is almost “my” storytelling. There is much more out there. More different perspectives, methods and techniques, which I could not go into. Storytelling is the way also (and especially) for small business – you do not have or Ebay Harley Davidson hot!

Hands on: Teaser Texts for Social Media Posts

You want to get more interactions and reach for your posts and increase traffic to your site? So write your teaser, which appeal to your readers, to stimulate clicking – and not based on trivial Clickbaiting.

You have already a lot of effort an informative and attractive snippet written that your text is justice and not with your also carefully worded article teaser twice. Now you want to share the link in your social media networks. But what are you going to do?

So much information to break down again on a few lines without doubling: How is that supposed to work?

Double holds up

Say goodbye to the idea of ​​simply reformulating your article teaser for the social media teaser. Firstly, it keeps your readers only to read the same again in other words, secondly, it also stops you in the formulation. In the ideal case, you have already written the perfect teaser for the article – it will not be easy for you to go out of your head, and any imitation of it will not satisfy you.

Above all, a teaser for a contribution shared in a social media network is in a completely different context than your article teaser or your snippet. Readers can – and should – react to your contribution. The teaser should not only announce the shared content, but also encourage your readers to interact with the article.

Cliffhanger instead of Clickbait

So how do you get the readers to interact with your contribution? Let you do not lead to the temptation Clickbait teaser style of writing, because you will not believe what happens “You will not believe what happened next!” – The items disappointed readers so much that they never again Click on the page.

Quite certainly, you do not have the appropriate content to justify such a dramatic teaser. But this is just one of the reasons against Clickbait.

Why you should do without Clickbait-Teaser

  • It does not suit either the content or your company appearance
  • The expectations of your readers are not fulfilled. This reduces the likelihood that they will click again on such a contribution.
  • It seems untrustworthy
  • Your readers have already become accustomed to this language and are hardly reacting to it anyway
  • It is the wrong target group
  • It threatens range limitations ( see Facebook)

The better alternative are teasers based on the principle of a cliffhanger – they arouse curiosity and make you want more. This sounds simple, but in practice it is not so easy to implement. Especially if you are not writing a teaser for a super exciting story, but for example to the at first glance not particularly exciting topic “space-saving folding of beverage boxes”.

How exactly does it work, however, to write a good teaser for social media contributions?

First, the content is as follows: For an article-teaser (not your Social Media Teaser!) The following three points apply:

  • Concrete reference: Accesses a current event or event or assigns the teaser generally an → Why is it relevant?
  • Insight: betray, what it is and what it is contributing to a kind. → What does the reader expect?
  • View: Advertises to what the reader will learn. → What does the article bring the reader?

To stay with the example of beverage carton folding:

  • Why is it relevant? Because beverage cartons take up a lot of space, and the garbage is quickly full.
  • What awaits the reader? Instructions for folding cartons.
  • What does the article bring the reader? He has to take the garbage less frequently.

Your social media teaser, on the other hand, can get along with only one of these three points.

If you are helpless at your teaser, first answer these questions in a short sentence. This will give you the raw content of your Teaser. Important is not to anticipate all the information. Let questions open or raise questions – this is your cliffhanger!

Also check out what information is in the snippet – this information you can as far as it goes out of your teaser again. But be careful not to get in the middle of the context and start the teaser with a reference to the snippet.


I consider this to be cumbersome, since most probably very first read the teaser and then only the snippet. On the other hand, I have to admit that I’ve stumbled upon such a teaser several times, because I thought to myself, “What kind of destroying stuff are there? Oh, that refers to the snippet. “The teaser snippet Dreher Thus, a thumb Stopper be, but not very elegant!


Talk to me!

You now know what you want to tell the readers. But how do you formulate it? Communicating your community properly is crucial when it comes to whether your contribution is interacted or not.

The trick is to avoid the social aspect of social media networks: Talk to your followers! The correct formulation makes a lot of whether your reader feels addressed. Imagine when you write the teaser, you would just tell your colleagues about your contribution.

Tips for Formulating Social Media Teasers

  • Conversation at eye level: Invite to the conversation and ask for feedback
  • Direct address: You, you, you, for you, for you,
  • Name the sender: We, From us
  • Active verbs, no passive formulations
  • Direct instead of indirect speech
  • No rhetoric
  • Avoid filling words (even, …)
  • Avoid repetitions (also with regard to snippet and article teaser)
  • \

  • Do not overload with too much information. In doubt, focus on one aspect
  • No spoilers: Do not give the most exciting information of your article already in the teaser price.
  • Use prompts (preferably at the beginning or at the end)
  • No annoying characters ( characters Spam : ++++++ !!!!!!!!!!!!!!! – >>>>>)
  • Emojis? Yes, but not too many

These tips apply not only to teasers for posts with links, but for writing social media posts in general. Where you should of course respect the peculiarities of each network, such as a space-saving formulation for Twitter , using hashtags on Instagram or use relevant keywords on Pinterest .

The last, important point for a good teaser: Let your text absolutely read!


Of course, a good teaser can not work miracles. A post will only be successful if the content matches the target group. Otherwise, such a question as in the example above will surely trigger some comments in the direction of “useless”, “waste of time” and “have you no other problems?”. But how your content will that fit your target audience, is another issue that Nadine spent products for social media strategy has explained.

Just try it out a bit, and see how you target your target group best. Have fun writing!

“The Inbounder” – Inbound Marketing Conference in Valencia

I am on the conference The Inbounder flown to Valencia and reports them live. In addition to the marvelous 25 degrees, The Inbounder is already interesting because of the line-up: Wil Reynolds, Rand Fishkin, Marcus Tandler, Aleyda Solis, Bas van den Beld and Wil Critchlow Over 1,000 participants.

For each of you, intending to read again, what is at stake in Inbound Marketing, I have written something about it: What is Inbound Marketing? I am anxious to see how the conference is going, because I believe there is no real consensus on what is meant by Inbound Marketing. The area is only starting to grow right now.

Marcus Tandler

  • Google has long been on its way to creating an artificial intelligence.
  • Google is no longer a Search Company, but a Machine Learning Company.
  • Previously Google was going to get the biggest index – today they want the most relevant index.
  • In team of Google, there was a shift – Machine Learning has become very important.
  • You have to adapt your content strategy today. Not as much content as possible, but much less, but good content.
  • “If your content would disappear from the network – would miss him someone?”


Félix Muñoz


Fernando Macià


  • The right content at the right time is the goal.
  • With SEO, it is no longer (only) about keywords, but rather, to pick up the customer at different points of the customer journey.
  • You should look at the needs, wishes and fears of the customer and create content.


Valentina Falcinelli

In Valentin’s lecture, content design was almost as important as the content itself.


  • Simplicity means to curtail the extras, not the important things.
  • You should recognize and fulfill the needs of your readers.
  • Prioritizes the information visually.
  • Uses real photos instead of stock photos.
  • “There is no reading where there is no love”

Jennifer Sable López


  • Know your goals
  • Find your strengths with the Gallup Strength Finder
  • You should make a Love / Like / Hate list
  • And then for each area a representation have, if one times in the vacation goes.

Will Critchlow

  • One should not only specialize in existing search queries in the future, but also those who do not yet exist.
  • Above all, it is about personalized search results. The search for a “Paris trip” can vary enormously, depending on who is looking for it.
  • Above all, many search queries have a monthly history.
  • Google may therefore partly already know what you will be looking – before you even know it.
  • seventh

  • In the Quality Rater Guidelines, there is no more evaluation for “Helpful supplementary Content”. More details here .
  • For search queries one should not only look at the explicit word, but also what is connected with it. “London subway stations”, for example, can implicitly mean that the user is looking for the closest station or needs a certain route. These implicit signals become more and more important.

Wil Reynolds

  • An hour after Wil gave a lecture in Boston, “Wil Reynolds Slideshare” was ranked second in Google Suggest Suggestions. In Philadelphia (and everywhere else) the results remained the same.
  • Behind each query you should understand the user intent and look at the search results. With “cloud computing” many search for PDFs, learning, tutorials – hardly a company will provide here only with a sale offer good results.
  • He shows a PPC landing page of Dell, in a lot of technical terms are used, but nowhere is the actual need is met – namely, what cloud computing is and what it can. All other Adwords landing pages of other companies want to sell, explain the difference of their cloud to another cloud – but show no definition.
  • Looking at the other hand, the organic search results, so all the companies are here keen to show the user what cloud computing is – with graphics and introductory articles.
  • Takeaway: Look at your search results page and thought about what the user to that keyword exactly searches – without using a tool.



Bas van den Beld

  • We have a problem: We have taken “Content is King” too seriously.
  • We create too much content – and most of it is not high quality.
  • Attention is a currency – it is now very difficult to get the attention of his audience.
  • We create more and more content – but the commitment of the user returns.
  • What you can do to discover new trends is: asking friends, watching people.

Kieran Flanagan

  • Hubspot was (as many perhaps know) one of the first companies, which had operated as one of the first content marketing and created an “unfair advantage” against their competitors.
  • Hubspot not only sees the conversion rate, but also how active the users are after the conversion. A landing page may have a higher conversion rate, but far less active users.
  • According to Kieran, experiments are very important in his inbound marketing team.
  • You should build a growth mentality in the team: always try new things, always try to be a step ahead!



The conference has hitherto held what it promised. First class speakers, interesting topics, can not go much wrong. The location is a dream, since no one can compete anywhere in the world. I am very glad to be there – not just because of the higher temperatures. Most of the lectures were in English, some in Spanish. There are simultaneous translators in the room, you can borrow free of charge – and so the language barrier is gone. A great idea, maybe for German conferences? Apart from the language barrier, however, the following applies: Especially the participants have a lot of knowledge here, the level is high and the conversations during the breaks are very interesting. I look forward to the second day!

So, that was it from The Inbounder for today – I hope the first little recap has pleased you!

This is how Content Marketing pays off – The Berlin startup salary report by Jobspotting under the magnifying glass!

Dear Readers, I would like to present you a successful example of content marketing – the Berlin startup salary report from – and show you why user-oriented thinking pays off. There is also an interview with founder & COO Robin Haak with Insiderinfos.

The fact that content marketing is THE medium to take off from its competitors, to strengthen the brand and to attract and retain users is my deepest conviction. There are different approaches.

While a content marketing strategy pursues clearly long-term goals, a campaign is usually rather short-term, medium-term, time-limited and, if it is successful, also shows specific results quickly. However, a campaign can also be part of a content marketing strategy.

In both cases it comes to the target group ( Buyer Personas to address) and to offer added value.

Current example: Salary report of the job platform

In the campaign that I would like to present to you here is the big Berlin Startup Salary Report , published in mid-May 2016. The data are based on a survey of more than 3,300 people and has been implemented with a team of six.

You probably also read about it in the social media or in one of the big newspapers Die Zeit and Bild as well as numerous online platforms that took up the report as a source.

Background for the big startup salary in Berlin

Background of the campaign is how Robin Haak, founder & COO of says that both Berlin Startup jobs as well as in job spotting of job seekers numerous requests for information about startup salaries are particularly discussed.

As we all know, salaries in Germany are a well-kept secret. Because “money is not talked about” – and this also applies to income. In the case of job searches and salary negotiations, however, such information can be enormously valuable. When the founders of saw the need, they decided to provide jobseekers with reliable data on earning opportunities.

We talked to Robin about the project and asked him about drive, planning, work processes and success measurement.

In the interview – 10 questions, 10 answers with Robin Haak


What was your drive to launch such a campaign? And why to the tabuthema content?

We wanted to support job seekers. From our point of view, it is only possible to make wise career decisions if there is sufficient information about the position, the company and the industry. On the subject of salary – especially in the still young digital scene – unfortunately this is not the case so far. With our large startup salary in Berlin, we have now taken a first step towards greater transparency of salaries.

How did you deal with the whole thing?

Hessam Lavi, co-founder of Jobspotting and founder of the job platform Berlin Startup Jobs, started the project at Berlin Startup Jobs. Since 2013, users of its platform have been able to participate in the survey. By 2015 we collected data from more than 3,300 people. Afterwards, we looked at the results, adjusted the data sets and evaluated the results according to previously defined aspects (for example differences in gender differences, gender, work area, work experience, etc.). In collaboration with the Aalen University of Applied Sciences, we finally created and published the study.


How long did it take?

Data collection, reconciliation and evaluation has lasted for approximately two years. The text of the study lasted about three months, and in the PR push we again invested about two weeks.

Could you follow the timetable you had imagined?

It took much more time. This was mainly due to the fact that we had a high scientific claim to the study and wanted to provide a clean evaluation of the data. We are a company with a data-driven product – we do not have to mess with data.

How were the tasks distributed in advance?

All tasks related to the data were with our Chief Data Officer Jan Backes. Prof. Dr. Ingo Scheuermann from Aalen University has ensured that we meet the scientific requirements. Our managing director Hessam Lavi has looked after the graphic preparation. The responsibility for the PR campaign lay with me. I was supported by our editorial team, which also corrected the study and linguistically refined it, as well as the accompanying texts and articles.

Have you set goals in advance? If yes, which?

We had set up a timetable containing specific milestones for data collection, preparation, design, PR, etc.


Was everything from the implementation as you had imagined, or were there any complications in certain places?

Due to the high scientific demand, the publication has been significantly delayed. In addition, we would have wanted an even greater media coverage internationally.

What were the biggest problems / challenges?

We are a small team. Each of us, who was involved in the study, is actually full-time with other topics. As a result of the scientific claim, the work lasted considerably longer. This was already a very intensive, exhausting time, but we are glad that we have approached the topic. And, of course, a bit proud of what we have achieved.

The report has been cited by numerous magazines, both online and in print, including, Bildzeitung, Blogs and many more:

Spiegel Online, Von wegen fair: Berlin startups pay women up to 25 percent less than men , (11:05 2016th).

t3n, what you really deserve at startups in Berlin , (11:05. 2016).

Gründerszene, The Berlin Startup Salary Report – and what you deserve? , (11.05.2016).

German startups, women earn in the startup scene 25% less , (11:05. 2016).

manager magazin, Berlin startups women pay 25 percent less than men , (05/11/2016).

Business Insider, Startup Salary Report: Is the Berlin startup scene really poor but sexy? , (11.05.2016).

The Next Web, Why it’s better to be a developer at a tech startup if you can not be its founder , (12/05/2016).

Wirtschafts Woche founder, Berlin startups: Wage gap between men and women , (05/12/2016).

Tagesspiegel, women earn 25 percent less than men , (05/13/2016).

Edition F, what you really deserve the Startup? The surprising results of the Berlin content Reports , (10/05/2016).

Are you satisfied with the result?

We are very satisfied. Above all, because we received a lot of positive feedback from our users and other job seekers.

Our success is, first of all, that our job seekers now have something they could wish for and compare. This is wonderful and the most important success. Of course, we can measure success on content clearly. We are a big data company, we measure everything. Google Analytics, Mixpanel, Adjust and many of our own tools are our daily bread.

How do you measure success?

So KPI-driven, of course, whether there was more traffic or signups with us and whether the article ran long-term. I can answer yes. However, our most important KPI is retention (whether the customer or the user is connected) and whether the quality is right. This can be difficult to say after 2 weeks, but outclicks also indicate this.


Content campaign as a sparring partner for content strategy

The salary report alone has managed to stir up a lot of sand within a short time. But not enough. Job spotting is also off the campaign with her Journal on “high-quality content,” on “quality journalism that is important to us to give users real added value”, as Robin explains.


The following contributions, which have appeared on the Journal of Jobspotting after the publication of the report, show that such a campaign can also benefit from the long-term content strategy. After Hands on mentality is the user again shown explicitly how he can use data from the content report in the job search itself . Or are particularly controversial details that have caused talk, focused and explained, such as the gender pay gap and the question of who the most and who least deserves .

Which user would not like to search for jobs on this platform?

From theory to practice

Are you planning a content marketing campaign? Then you should follow the following steps:

  • Organized for finding topics to brainstorm with your team: How topics may arise, you had never dreamed of her before.
  • Sets in advance already the target person (Persona) determined that should be addressed with your content.
  • Developed a concept! So you can sketch the individual steps and make a plan for you. Answer questions such as: Who takes over the team which task and which steps have to be worked out? Do experts need to be involved? What do you need to implement? How much budget is available? and much more
  • Defines clear goals! In order to be able to measure in the end whether the campaign is successful, you need to know in advance what you want to achieve with the campaign.
  • What content should be addressed and how you will implement it ? Is it a blog contribution, an infographic, a video or even a survey based on user data? Or an e-book?
  • Last but not least, think about seeding or PR: The best campaign will remain unread if you do not care about that point.


This example shows once again that the customer is or must be king. “Content is King” is only valid if the customer is seen as a king. Find the needle in the haystack that makes the difference! What do your users want to read, what does it matter and how can you help them? Even though this may take two years and involves a large team, enormous effort and the involvement of experts – nothing makes sexier than to offer solutions to a problem. Your users will thank you!

What is your opinion about this? What are your experiences with Content Marketing campaigns? What are your favorite content campaigns?

Business Profile & more: You should know these 6 innovations on Instagram

Instagram has made some changes! The one is only visible to a particular target group, as the future business profiles, the others are quite noticeable, like the new logo, but all are helpful to Marketer! Today I show you six new features on Instagram and how you can use them for your social media marketing.

What’s new on Instagram?

Neele has already once about the basic rules, features and tricks on blogging Instagram and shown with a few examples how marketing can work without high-class pictures. But what you should not lose sight of is: always up to date, what new features of individual platforms is concerned! Be the first to play the new features, then you automatically have higher chances for the attention of your users. On Instagram, a lot has already been done in the first half of the year, so I will now show you the coolest and most practical new features in my opinion.

1. Video length

Finally! Instagram has lifted the 15-second limit in April this year and increased it four-fold. Now you have the opportunity to inspire users in 60 seconds and to build more trust and brand loyalty through personality. You can produce the videos directly from the app or use already recorded videos from your library. In addition, you can add different filters, decide whether the video will be published with or without sound, and which sequence will become the title picture – for videos from the library you can also shorten it.

With this change, you have the ability to share more video content on your Instagram account. You can also process content from other platforms, for example by sharing your Snapchat story.


2. Videos show views and viewer

Already since end of February you can find out how many people have seen the videos on Instagram, because this is displayed under each video. If you click on the number of views, you can also see which users have geliked the video and at the same time have the opportunity to follow them directly. This gives you a sense of the relationship between reach and commitment. Although many people have seen the video, but only one handful, you can assume that you have not met the taste of your users. But not only is the function interesting, it is also a great approach to consider the target group more closely and look out for influencers. With these you can then, for example, cooperate in the further course, use these as brand ambassadors or use their image content for you.


3. Tap on a photo ad showing the CTA

If someone clicks on your photo ad, the user will be shown the stored Call-To-Action. This allows you to direct the users directly to your website or app, depending on what you chose as the link target when you created the ad. Very important: This is only for photo ads, not for video ads! If the user once on a video once, then only the sound is switched on and a second time simply off again. A doubletap leads to the like in both display formats. You should think about this function, especially when planning your new ads to consider the format.


4. New design

The new design, launched in May, was probably the most striking change in recent times. All icons have been changed and the app has been redesigned. Instagram’s creative apps like Boomerang or Hyperlapse also have a new design.

Perhaps at first sight only a nice, new design, but in concrete terms it also means that new rules have come into use for the use of the logo and the trademark. On you will find this a very useful article that explains how and you can use the (new) logo for promotional purposes in any form.

5. NewsFeed algorithm

While most people were focused on the new logo, the biggest change is actually the rollout of the new, improved Instagram algorithm . For some users this has already been converted: On closer inspection, the feed is not sorted chronologically according to the newest posts. Instead, you will first receive posts from which Instagram assumes that they are most important to you – but in fact, only the order is changed, not preselected and contributions are not displayed. Apparently, however, it is not the overall management of the post, but actually the personal commitment. This is how a photo of a good friend who has maybe only three Likes and is already four hours old is displayed above the minuted image of a star who already has thousands of Likes.

If you want to make sure your favorite Instagramer are still relevant to your newsfeed, you have two options: Interact with the users, liked and comment on their posts. Or click on the three dots next to the photo and explicitly select the “Enable posting notification” function.


But, of course, as a company, you also want to ensure that the users see the contributions. Inform your users simply via Instagram-Mail or E-Mail about the changes in the feed and what they have to do so they do not miss your latest posts. Tell them that the best way to interact with your posts is to have them turn on the notifications if they want you to follow them. Sooner or later, however, Instagram wants to become like Facebook, so that one can reach its specific target group in the end almost only through advertisements. These can be booked through the advertising ad manager or Power Editor from Facebook. While Instagram does not yet have the ability to selectively generate followers or to send the ads to the existing Instagram community, there is the possibility to direct users directly to your website, certain landing pages, or even to app downloads.

6. Outlook: Instagram Business Tools

Just yesterday Instagram has via announced blog that tools for businesses in planning.

After you have probably also noticed that there are some companies running around (surprise :)) and other functions, in order to be able to measure the success on the platform was also traded. There were probably some conversations with companies active on Instagram. This has resulted in three major ideas for changes that should be adapted to the needs of companies:

1. Business Profile

Should be a free feature to be recognized directly as a company on Instagram. There should be options for communication, ie by telephone, in writing or by e-mail or by clicking on the contact button. As soon as you register as a business profile, the other two functions are also to be released.


2. Insights

The planned Instagram Insights are intended to give companies the possibility to exploit and exploit their own data and results more explicitly. It should give more information to the followers or data about which posts are the best resonances – and all within the app. The better you are informed about the behavior and demographics of the users, the better you can finally adapt the content to them.


3. Promoted Posts

In addition, there should be the possibility to post published posts directly via Instagram. So you save the detour via Facebook and reach more users directly with well-performing posts. Simply select the desired mail and add a button that encourages users to take action. You have the choice of whether you prefer an own or an Instagram suggested target group. Subsequently the post appears as an app, as long as you wish.


7. Conclusion

You see, there are some new features and changes that you can use for your Instagram Marketing and beyond. I personally am looking forward to the Instagram Business Tools, but these are planned for the time being in the USA, Australia and New Zealand and will be available worldwide by the end of the year.

Besides, if you want to see a bit more from the Seokratie everyday, we are of course also on Instagram . You have a question about Instagram or online marketing in general? Does it simply helps Seokratie ! Are you looking for a strong partner for your social media marketing? Then submit your inquiry for Social Media Marketing from Seokratie!

What is SEO?

Today I would like to ask an important question: How much does SEO actually cost? As many of you may know, there are SEO to monthly budgets ranging from under 100 euros to five-digit amounts. But what is the right budget? What does SEO actually cost?

Billing models: Package -Monthly-After success

In principle, there are three billing models for SEO:

  • Unique: If an SEO look only once on a page – such as an imminent relaunch – makes sense. The effort is pre-calculated, the result is also.
  • Monthly: This is the most frequent billing method. For money X, customer gets monthly service Y. SEO is never really ending, so this billing method makes sense.
  • After success: If you settle “only on success”, use this as a sales argument. Some agencies offer a performance-related component, but I do not recommend a 100% “money back guarantee”. Let’s put it this way: From the SEO agencies I know and appreciate (and I know a lot), no one offers a money-back guarantee.

Were you contacted by Kaltakquise?

If someone has contacted you by cold call, so by telephone, e-mail or even fax, then the probability in my opinion is very high that you are not a good agency. Good SEO agencies do not need my telephone calls, and the good ones I know do not make it. Sometimes these people even call us and offer us search engine optimization – I always let me make an offer

Imprint: In Germany/Austria? If not: Caution!

There are bad email spammers who are always in touch with millions of users. Take a look at the imprint. If there is none or is it not within Germany or Austria, then the offer is probably very untrustworthy. Of course, there are also good agencies outside Germany – but they usually do not contact you by e-mail.

Unfortunately, that is not enough, because some fraudsters have unfortunately used to use German imprint addresses, which do not exist at all. My tip: just googlet the address. If it exists, look at Streetview to see if it is an office application or a private apartment. One can also work as an agency from the private apartment (so I have started), but the team with 20 employees is then rather unbelievable.


My tip to future customers: Look closely at what services are included and how much effort they will have. What do you pay for the money? In principle, these are two types of benefits:

  1. Specific services: Revision of landing pages, writing texts, building links and much more can be written directly as billable services in the contract. Important: It is important to specify a number. For amount X you get Y Landingpage revisions per month or Z links. Who simply “Landingpages overworked”, the makes often only a few months and afterwards no more. Therefore: Check the number in the contract!
  2. Hours / man days: Another pricing model is the billing of hours. This is more flexible and more transparent for both the customer and the agency. I’ve become a strong fan of it now.

In my opinion, in a contract, either the number of hours or the number of “things” produced in one contract. If your agency does not, then ask why.


SEO for 99 euros?

I will stick with it: For 99 euros monthly can be delivered in my opinion no serious performance. Simply because you can work as an agency then at most one hour a month – and SEO takes more time. The tragic thing: many small business owners and startups have no more than a few hundred euros available for SEO monthly. I have probably already led hundreds of conversations with good and motivated customers, but unfortunately did not have the necessary minimum budget (with us: 2.000 euros). When I started with SEO almost ten years ago, there was unfortunately no great alternative for these people, except “Learn it for yourself.” I then told them:

“Put someone on a base of 400 euros, make him smart in the SEO area, and then he / she should do it himself. So you can make sure that someone is working for your money, and the output is probably better than the low-cost agencies. ”

Nowadays there are also many great tools such which are even free for small sites. Especially with the Navigator you can achieve a lot on your own, because it gives you a step-by-step description of what you should do.


So my opinion is: SEO must have its price. Not because we are such great stallions (and mares) and so deserve superviel. Instead, as a self-employed person or an agency, you have to expect at least 80 Euros per hour. An hour a month does not matter much anyway. The result is that nothing is done at all and the performance is automated as well as it is. At 99 euros per month it can happen that someone pushes once per month on a button, whereupon the customer gets a report, maybe a few links from (in-house) web catalogs and so it was.

If you do not have the necessary small money, you should look for someone within the company (or yourself), register with and do it yourself. What costs nothing, is usually nothing. If 99 euro investment per month could really bring any page up, there would be a lot more millionaires in Germany.

Hourly rates at SEO

Here, of course, a lot of nonsense is written, which is why I once with the Honorary Guide of iBusiness have brought, have more than 300 agencies and service providers participating in the battering. I do not want to go into detail now: Usually 75 to 150 euros per hour. Obviously, there are eruptions up and down, but this is what you pay on average with SEO agencies and freelancers. You should pay for what you are ready for. One can not say that a good agency is also expensive or vice versa. However, I would never take the best offer with SEO, because you can quickly destroy it.

Minimum term of contract

Many agencies still demand contracts of 12 or even 24 months from their customers. Whoever signs it, does not come out earlier. Personally, I would not sign it with anyone. For what? The only advantage is that the agency can then calculate much better. Unfortunately, I see no advantage for the customer. We at Seokratie work with a three-month notice period.

Good questions to the future SEO agency

In the following I have some good questions to your future SEO agency.

  • How many customers are supported per employee?For some agencies, an employee is working for up to 50 clients – an impossible figure in my opinion.
  • Do you take you to the Google Webmaster Guidelines ? If you want to be safe, pay attention to how the agency reacts.
  • W hen your link building operates: W he operates your link building exactly? My Opinion on the link building one knows. Whoever wants to, should be aware of this: as soon as we are talking about some elaborate “systems” or pyramids. Leave my finger away!
  • What makes you different from others?Here the agency should score points. This question, incidentally, is almost every company I work with. You can tell whether someone loves his job or just makes money because of the money.
  • What successes can you guarantee?Here, the answer should be differently differently than expected. A good agency does not guarantee success. We (agencies) optimize websites as good as possible for Google, but ultimately have no influence on it. Any guarantee of success, especially on the phone, must be treated with extreme caution. In my opinion, often applies: “The more promised, the less will be respected.”
  • Who is my contact, how can you reach it? A good agency should be available at all times (at normal office hours).
  • How do you measure success?Some agencies have – practically indestructible – indices with which they expect success. If the Seocracy Score is constantly growing, then you are naturally happy. Fun aside: The success is measured firstly by the number of visitors who come to Google via Google and secondly (much more importantly!) The turnover that these visitors make.


What ultimately costs SEO, you can not say directly. 100 Euro per month is definitely not enough as an agency service – as a cheap SEO tool is more worthwhile. Ultimately, it is mainly the performance. What do I get for my money? These concrete things in advance with the service provider to discuss and agree in writing is far more important than the amount. If then the indicated achievements / hours make sense and also with a healthy human understanding of the effort are justifiable, then everything fits.

Crawling control in online shops: But how (so)?

Especially with large online shops with many thousands up to millions of URLs, an SEO topic becomes particularly exciting: Crawling control. For large pages, the crawl can not be left to itself. Small technical details can have a big impact here. So how should you control crawling? And why at all? We have put together the most important points.

Understand your crawlbudget

For really big sites – as most shops are – it is important to understand that there is a so-called crawling budget. Search engines are not unlimited resources available to crawl all the URLs of the world on a regular basis. Your goal must therefore be to crawl search engines only or at least primarily the URLs, which are really important. How often Google crawls your page, you can see crawling statistics in your Search Console.


Even more detailed information gets you by the way, if your individual directories in the Search Console submit, in order to find differences and irregularities. (Correction: Just the Crawl stats since not work, but all other Crawl Reports) irregularities can be the following rashes among others:


Through an analysis of the logfiles we have found in this case that the bot of the Google image search has run into tons of unnecessary image URLs. This should not be so natural, so it was necessary to set up and reduce the image URLs.

When it comes to Crawlingsteuerung, such is logfile analysis enormously important. This is the only way to fully understand, monitor and control the activities of the crawlers.

But how do you control the crawling? Roll up your sleeves, now you’re off!

Plant your page architecture logically

The foundation for a well-optimized and crawlable shop is a clean and logical page architecture. This includes many factors. Of particular importance is a meaningful URL structure that reflects on speaking directories structure of the site. This must be weighed how deep this directory structure must be really – after all, it should continue as short and handy URLs be. In addition it is recommended that a breadcrumb navigation comprehensible all parents of different URLs for crawlers and users to link.

A bit closer to the practice I can explain by an example:

If the Breadcrumb navigation looks like this:

Men »Clothing» Shirts »Businesshemd

Then it is not useful to give all layers a separate directory, even if it were logical:

Instead, instead of ignoring the “clothing” directory, because it is clear from the context:

Side architecture is, of course, a topic in itself – I only treat it superficially. Nevertheless you should set the course here before you start with some wild corrections.

Links your internal links correctly

The higher your site is, the more urgent are the mistakes that tools like , Deep Crawl , Audisto show & Co.. For example, should your internal links to redirects and especially resulting forwarding chainsavoid . Also links to error pages should not happen to you, just like your Canonical should refer without detours on the correct sides. Internal links you should not attribute rel = nofollow give.

A few useful reports from are, for example, these:


Note your click path length

If you have a big page, you should also make sure that your URLs are not too far from the home page. In, this report is called “Links” “click path” and looks like this:


From a certain page size, it can be quite natural and in the sense of the page hierarchy that not all URLs are three clicks away from the home page. Therefore, also works with yellow bars. However, the user has to click seven times more often to get from the start page to the final URL, which is much too much. Then you should ask yourself whether these pages are important and whether yours is not better integrated into the page (again keyword side architecture). If they are not important, then you should consider why they still exist at all.

Uses a Sitemap

For large pages it is a great help for search engines to have a sitemap for orientation. 50,000 URLs or 10MB allowed in a Sitemap. If you have more URLs, you should a Sitemap index file to use. However, such a sitemap must also be maintained. If there are some outdated URLs in the sitemap, it is counterproductive.

Uses parameters

In store systems using parameters (eg Is recommended color = blue & groesse = 38 ). By means of parameters, crawlers can already interpret which URLs are interdependent, what their content is, and how important they are.

But URLs are most important for pages with no parameters, the better choice. In the Search Console (Crawl »URL parameters), you can tell Google what these parameters are for, how they affect the content, and whether they should be crawled:


However, the instructions to crawl URLs are misleading. An analysis of log files shows that it not can forbid the crawl. As a recommendation to Google it is nevertheless useful to configure the parameters.

Sets filter correctly

In the case of shop systems, the main challenge is usually dealing with filtering. Each new filter causes the number of shop URLs to exponentially increase, which can cause the crawler to break. Many filter possibilities with divisible URLs are however urgent in the sense of the user and thus also in the sense of SEO.

The wrong solution would be to exclude the crawler of this page content via robots.txt: The hide of JavaScripts contradicts now Google’s guidelines, and the banning of certain URLs makes them “black holes” that make inbound links worthless.

Instead, it is recommended that with PRG-patterns to work. Simply by clicking on the filter, only the content is changed, but not the URL. After that, a URL change is forced, which the crawler does not respect. If you want to know more about how this works, I recommend you the very good explanation of Mario Schwertfeger . The main advantage of this method is that the URLs still exist, but they are not always internally linked in all variations.

Improves your loading times

Directly in connection with the crawlbudget is also the size of the page. Quick loading pages can also be captured faster by the crawler. The charging time is therefore especially for very large sides an important SEO lever. And with email sites like that makes even fun! Is also extremely worthwhile to look at the file sizes and the waterfall plots of . For the latter, you can also use the developer tools from Chrome or Firefox.


Keep the whole picture in view

Ultimately, it is important that you keep your page as lean as possible. Most of the tasks are simply handicrafts, where there is no “maybe”, but only “right” and “wrong”. Of course, you have to weigh how many resources you use to implement it. But the beauty is: If the points are done, then you have made your page better. Google is happy, you are happy – and if the article helped you, I too am happy!

Are there any important measures? Then let me know in a comment!

Do you have questions burning under your fingernails? If she helps Seokratie ! You’re all too technical, and you need someone to take a close look at your site and guide you through the necessary actions? Then, your SEO request .

The first impression counts: this must be in the header!

Before you can convince your users with your good content, they will evaluate your website within milliseconds. A particularly important criterion is the design of the header. That’s why I’m going to devote this very day to a blog post – with a lot of animal examples!

Within two tenths of a second we get a first impression of a website. The next 2.6 seconds we scan them and unconsciously form an opinion. Only then – and only if the page convinces us so far – do we focus the content. At least speak the evaluations of a study by the Missouri University of Science and Technology for this thesis.

What is the header and why is it so important?

According to the wiki by the header contains “the visible header area of a web page or a portion of a page.” When we speak of the header, we therefore mean the top of the page to the main menu.

The header is not the tag !

Not to be confused is the header with the head element of an html document. This is at the beginning of a html document, may only occur once and is not visible in contrast to the header, but contains the header data of an html document: This means that the contents of the following tag can be displayed correctly – such as the header, which only appears outside the tag.


What do we see first?

If we go to a page, follow our eyes usually the so-called “F “: We start at the top left, wander to the right, return to the starting point, look further down and turn our attention then to the right again, back and Finally down. If one were to follow our eye movements, an “F” would arise. The upper “cross brace” of the “F” corresponds in most cases to the header. Conversely, this means that the header is the first area we perceive and with which you can already convince your website visitor!


The red color shows the typical look. Futalis exploit the view optimally by keeping in the header area – this is the upper line of the “F” usability conformities and thus creates trust; The lower crossbar uses Futalis for its unique features and thus gains further sympathy. Clever!

A clear header generates sympathy and trust!

In the past, webmasters tried to pack as much information as certain links, important content, and navigation in the top area of ​​the website. If possible, the above should be seen “above the fold”.

This is no longer the case today. Of course, especially important elements should still appear above the fold, but now there are so many good content on the web that users are really pampered. You would like to find the following information as soon as possible: “Is this site reputable and does it have the potential to answer my question?”.

Our subconscious mind will make this decision in milliseconds before you have the chance to capture the attention with your content and score with expertise. A clear and clearly designed header with the observance of certain standards is the keyword here!

What is included in the header?

Logo and slogan

The logo should be visible on each page of your website, always in the same place: Top left. Even if the user navigates through subpages, the logo gives him the certainty that he is still on the same website. By the way, a click on the logo must always lead back to the start page! You should also find your slogan underneath or next to the logo, if you already have one.



According to Steve Krug, Utilities are “links to the most important elements of the site, which are not part of the content hierarchy.” That sounds quite good, but what does it mean? Utilities are “useful” links for the user, which either help him navigate or tell him more about the company. Examples of utilities in e-commerce are:

  • Shopping cart
  • Notepad
  • FAQ
  • contact
  • about us
  • Check out
  • Register / Login
  • Your account
  • Help
  • start page

Important: Do not overdo it with the utilities in the header! Uses only the four to five most frequently used links. Also they should not be too big – in any case, they must not distract from the main navigation. You usually place the utilities in the right header area.


Zooplus, Major Dog and Alsa Dog World have all listed in the right section of their Utilities, and Zooplus in addition to the upper left. All three have limited themselves to a few and do not steal the main navigation. It should be emphasized that both Alsa dog world as a major dog indicate whether the shopping cart is filled and how big its value is so far.

A little question between: Did you know in the second example, what is the logo of Major Dog? No? Then you went exactly like me. The explanation is simple: the logo is not the top point on the left and therefore not to be recognized as such.

Special case shopping cart

The shopping cart is one of the utilities, but it still has a special status. If you have an online shop, you must (!) Have a link to the shopping cart in the upper right corner. Usually he shows live, how many products are in it and what

The search field

Users can be divided into two broad categories: those who get to a page, browse through the categories, and those who immediately go to the search box. The latter disappoints you enormously when you have installed the search field in the wrong place, it can not be recognized as a search or does not offer any.

According to Jakob Nielsen, users expect the search box top right of the header . According to a study of 2014 of usability blogs the expectation converts but to the extent that more and more users look for a central search box out. Jan Schultze believes that large online shops such as Amazon or Ebay offer a centrally placed search function.


The visitors search for a “search”, not for “find”, “browse” or other terms! So use really “search” and no other formulations. The use of a magnifying glass is also legitimate according to Steve Krug.

A good search function sticks to the following points

  • Placement top right or top center
  • A sufficiently large field in which users can type their search
  • A button with the term “search” or a magnifying glass to start the search function


Platinum and Wolfsblut rely on a search field at the top right, while Pets Premium has chosen a central placement. Both possibilities are practicable.

In Wolfsblut, however, the button for starting the search function is missing.

USPs – Unique Selling Points

If you want to know what USPs are and how your they defined for your company, I make you this blog post by Steffi very fond. In it, she explains in detail everything about the unique features.

With today’s focus is only on the placement of the USPs in the header – that is where they belong. But here again caution: Do not pack too many unique features in the header, but restricts you to the main two to four . The others you can on the homepage accommodate or individual landing pages.


Using pre-set graphics, you can easily separate the USPs and make your USPs easier for your users. Particularly well implemented are the dog farming and feed medication, but also calls its unique features in the header.

Contact information

Many users expect a contact in the header. You usually have to enter your phone number or at least an e-mail address. The minimum is a link to a contact form. By the way, you should also always deposit your phone number with a link to the contact page! Your users expect this and are disappointed if it does not work. If you want to know how to best build a contact page, Steffi read post it.

Optional: quality seal and social icons

Does your shop have a seal of quality or distinction? If so, choose the best two to three of them and pack them in your headers! You strengthen the trust of your website visitors in your shop. Before your header appears too packed, however, it will lead you into your footer.

If you use social networks, you can also put the icons in the header.


Vetconcept only links the contact page, while city4dogs displays a servicehotline directly in the header. In addition, the example of city4dogs shows the use of quality labels.


There are many design possibilities for the header. However, a clear design and adherence to the above-mentioned usability standards have proven to be a good thing for online shops. Finally, I have a short checklist for you, what should appear in your header:

  • Logo and slogan
  • Utilities
  • search field
  • USPs
  • Contact information
  • Clear design
  • seal of approval
  • Social icons

Are there any elements in my list that you think are still part of the header? I look forward to your comments!

15 Call-to-Action Examples for Home, Email, and more

The theory follows the practice: Today I show you successful call-to-action examples for home, landing page, product page, ordering process, content and e-mails. Get inspired and find the right approach for your own website!

In my last post I explained why be worth CTAs and how your they designed best. Now is the time to leave the gray theory behind us and immerse ourselves in the colorful world of the Call-To-Action buttons. That is why today I dedicate myself to a whole series of best practice examples. I distinguish between the various “locations” of the call-to-action, because the magazine content can be used differently than on the start page or in a salesletter.

With one click you get directly to the respective section:

Call-to-action on the home page

On your homepage you give the users a first impression from your company or your products and makes them curious to know more. A call-to-action (or several) may not be missing here. It should be placed in the upper part of the page in order to reach scroll-unwilling users.

The design of your start page CTA can be quite different. Colored buttons that stand out from the rest of the page are especially effective. But, of course, it always depends on the style of your side, which fits Call-To-Action.


The stationery brand Brunnen lets the pictures of their products in the start page slider speak for themselves. The call-to-action is placed in the middle of the top page area, thus “above the fold” – ideal to get instantly into the field of view of the site visitor. While the “View Collection” prompt would cause the user to click only to a certain extent, the large, appealing image and the text “Summertime. Summer feelings for your office “Fancy more.

Conclusion: It is important to think about the placement of the buttons. In the middle or in the upper side area, the user’s gaze is most easily detected. In addition, the “full” the start page, the less effect the call-to-action can unfold. Do not be afraid to leave the upper section of your homepage comparatively “empty”. As long as the header contains all important elements, such as Luisa recently here has declared an elaborate CTA should be combined with an enticing picture quite sufficient to arouse the curiosity of the users.


Papershift uses two CTA-buttons on the homepage (it is even four if you count the “Login” and “Register” buttons). The more striking in the CI color green wants the user to start the service planning tool free of charge. The unobtrusive white button is intended for site visitors, who are still undecided and want to learn more about the tool.

Conclusion: Especially if your product is in need of explanation, you should the User indemnify if he wants to immediately deal with the product, including information initially suggested.



Simple but effective: does not use the CTA buttons on the homepage. Instead, the call “Carry nature into the city” is combined with a picture. A great way to make the user curious and at the same time remain faithful to the unspoken, clear design of the site.

Conclusion: It does not always need to have a colored button. Even in interaction with a high-quality picture, your call-to-action can show effect!

Call-to-action on the landing page

A landing page without call-to-action is a no-go! Here, you not only make your offer to the user your offer, you also want to move him to a closer look at your products and finally to a conversion.

4. Dropbox Business


The design of the landing page is very clear and unobtrusive. The calls-to-action can unfold their full effect here: they fall into the eye, but do not push themselves to the user. Interesting is also the different design of the CTAs: From the simple link (“contact customer support”, “buy now”) over a decent white button (“30 days free trial”) upper right right up to the strong blue button (likewise “30 days Free trial “) at the bottom left.

Conclusion: Not all your calls-to-Action must look the same. Especially if you want to accommodate several CTAs in a small space, you should alternate: important action requests are highlighted with distinctive buttons, less relevant CTAs can also appear as a simple text link.

5. Leibniz Butter


Why not a bit creative about the CTA? The fact that a button is not the only option to call attention to a call-to-action is demonstrated by the Landingpage for the Leibniz Butterkek: The user’s view is directed to the torn-down notepad that brings him to Butterkek’s TV sport.

Conclusion: Sets your unlimited creativity! In many places, for example on the product page or in the ordering process, classic buttons are essential, because the users are used to it. But on a landing page, it can also be more creative. Of course, the button replacement must also fit into your corporate identity.

Small drawback in this example: The red call-to-action in the slider is not optimally readable on the colorful background.

6. Esprit Men’s Fashion


On the Landingpage for Men’s Fashion, Esprit uses pictures that effectively influence the call-to-action: the photos in the example express dynamics and convey how diverse denim can be. Through the clever picture composition the view is placed in the center, where the CTA button is located. The CTA is invitingly formulated, but by no means tormented: “Find your jeans” makes the user feel like in the shop to browse – from buy is once not at all.

Conclusion: Especially for products where there is a lot about optics, large images in combination with a call to action are ideal. Just let your product work – if it is attractively presented and the CTA formulated as a friendly invitation, then really not much can go wrong.

Call-to-action on the product page

A special type of the CTA button is the purchase button on the product page. It should be visible in any case without scrolling and to the user’s eye – usually the button lights in a striking color. The label “Add to Cart” is the standard.



The drugstore market DM shows in its online shop not only the shopping cart button, but also a more insignificant button, to put the article “to the shopping list”. Both buttons are distinguished both in color and with the small icons (shopping cart or list).

Conclusion: DM is leading by example and lets the user choose whether he wants to store the product at first only on a watch list or order now. Frequently, the notice function is displayed on product pages very unobtrusively, for example with a pin or a text link. By placing a CTA button underneath the shopping basket, you ensure that users perceive the memorize option. In this way, irresistible site visitors can be used to interact with one another and increase the chances of a later conversion.

By the way: While in the drugstore chain DM the term “shopping list” is meaningful, in other areas the “Merkzettel” or the “wishlist” durchgestezt. The decisive factor is that the term corresponds to the expectations of the users: To DM I go with a shopping list, with Esprit I put first all the clothes, which I like, on a wishlist and later choose how much I can afford.

8. Baby Walz


Babywalz scrapes the shopping cart button: The forklift icon is a nice idea and gives more attention than an ordinary button. In addition, the forklift truck brings with it a certain dynamism, which perhaps unconsciously encourages the user in his action plan.

Conclusion: The shopping cart button must be calm and playful a little. Of course, it should still be recognizable as such, but even a small gag like an unusual icon can give you points of sympathy.

If you are interested in topics product pages, read here my product pages tips!

Call-to-action in the checkout process

Call-to-action buttons are not negligible in the buying process either. You should use them both in the shopping cart and during the ordering process. As with product pages, you are on the safe side if you consider conventional CTA formulations.

9. S. Oliver


A pop-up informs the user that the product has landed in the shopping cart. Now the question arises: Buy or still search for further products? S. Oliver provides two color-coded buttons, between which the user can choose.

Also in the shopping cart itself two different buttons are used: The more striking black leads to the ordering process, the less discreet back to the shop:


Conclusion: In the basket you should easily make it possible to the user, once again return to the shop and find other products. Hide the “Continue shopping” link not somewhere, but makes it well visible.

10. Conrad


At the beginning of the checkout process, Conrad uses different colored CTA buttons depending on whether the customer wants to log in to an existing customer account (yellow), wants to register (blue) or prefers to order as a guest (gray). This allows the user to differentiate the different options better.

Conclusion: By your use different button colors in the order process, you provide more user friendliness. When you label the buttons, you should consider as the conventional formulations (“(Jetzt) ​​anmelden”, “Register” …): In the buying process – unlike, for example, on the homepage – creativity is rather contraproductive. The users want to have the process behind them quickly and not have to consider which option is hidden behind the CTA button.

11. Hornbach


Hornbach offers two buttons in the checkout process: With “Next” the customer continues the purchase process, with “Back” he goes to the previous order step. This may seem logical, but there are some online shops that make it difficult for their users to go back again, in order to correct an erroneous statement.

Conclusion: The labels “Previous” and “Next” are sufficient here. Place the Next button both above and below the order form to make it easier for the user to navigate.

More information about a user-friendly purchase process you gain here .

Call-to-action in the content

CTAs are also used in the content, be it in the magazine of a shop or in the company blog. They can have different purposes: Either they take the reader by their hand and lead it through the existing content to other relevant content, or they draw attention to the relevant products and offers of the shop.

12. Dawanda


Calls-to-action in a blog article must by no means be obtrusive. Dawanda, for example, encourages readers to browse the DIY portal for more ideas at the end of an article with craft tips. This is a useful hint for the readers interested in the basement – they will perhaps continue to deal with the DIY ideas on longer, instead of leaving the page after reading the article.


At the end of each blog contribution, Dawanda asks its readers to share the contribution at pleasure. The reader feels personally addressed and may be more willing to make the contribution than would be the case if only the icons were displayed to him.

Conclusion: Sets in continuous text, about your shop / business blog, from time to time a Call-To-Action. This is how you can encourage your readers to discover related contributions and to continue to deal with your content. Of course, you can also draw attention to products where it is appropriate. To spammy, however, the CTAs should not work.

13. Siemens



Siemens makes its brand tangible and invites the user to a journey through the history of the Siemens household appliances. A seemingly dry theme is presented here in a visually exciting way – but also the CTAs (“Start your journey now”, “Experience exceptional moments …”) contribute a substantial part to the curiosity of the user and he is awakened with Of the page.

A point of criticism would be that the CTAs as such do not stand out clearly enough. With the aid of striking buttons, they would be more eye-catching to the site visitor.

Conclusion: With specifically employed Calls-To-Action you can arouse curiosity and ensure that it is longer engaged in your content to site visitors. Even with relatively little effort, you can emulate Siemens and direct the virtual steps of your users: Use your CTAs on your “About Us” page to guide the user to the team concept, company history or your offers (à la “Meet our team”, “Learn more about our company’s history” …).

Call-to-action in e-mail marketing

CTAs can also be used profitably in e-mail marketing. Again, it is essential to place the (most important) CTA button in the upper screen area.



Opentable sets clear design in its newsletter without distracting elements. The picture serves in the truest sense of the word as an “appetizer”. The delicious Indian dish forms the eyecatcher and is in a line with the CTA button. This way, the receiver’s view is directed directly downwards, where the CTA button is visible in conspicuous red. Through the white space in its surroundings, the button can unfold its effect fully.

The call-to-action invites the reader to “discover” restaurants. This sounds non-committal and will probably let more users click, as for example with “table reservation” would be the case.

Conclusion: “Less is more” – which can also be applied to e-mails. With an effective picture and a prominent button, you can possibly reach more than with a mailing, which offers a firework of pictures and links. First of all offer the reader a non-binding offer: Invite him to “discover” content or products. The “Buy” will only become relevant as soon as it has entered your Landingpage.

15. WWF


The conservation organization WWF is the best example of how well-placed CTAs to a huge increase in the conversion rate can result in a newsletter campaign: In 2012, was the design of the donations mails revised and equipped with eye-catching CTA buttons. The result: every 3rd click from the mailing led directly to the conversion (a donation), and the donations were 14% higher than other comparable campaigns!

In the above (current) example of the WWF Newsletter, the pink buttons clearly stand out. Especially the CTA below the e-mail text is quite concrete: the user is not only asked to “donate”, but learns exactly what his donations are meant for (donate for the ranger and the protection of the elephants).

Conclusion: Take some to send emails an example the WWF and is a meaningful, unique CTAs to move your subscribers to action. It may be useful to set several CTA buttons: one in the upper page area, which is also visible for “scrollfaule” recipients, and another below the text, in order to address the readers once again.

Call-To-Action checklist

The best practice examples have hopefully provided you with some suggestions for how to use your own successful action requests in your shop or your mailings.

Here are my most important tips:

  • Places the Call-To-Action button in the visible region of a web page or an e-mail.
  • Make sure that your button catches the eye: its placement, the color or the design.
  • Be as creative as necessary (Home, Landing Pages, direct mail)and so conventional as necessary (product page, shopping cart, order process).
  • Increases the effectiveness of the Call-to-Action using a matching image.
  • Posted obligation CTAs where users often no intent to purchase cherish (Home, Landing Page, Newsletter).
  • Uses different designs or colors to make CTA buttons with different objectives distinguishable (eg “Login” versus “Register”).
  • Hidden CTA buttons not that represent a help for the user (such as the “Back” button in the order process).
  • Uses Calls-To-Action also in the content of your site to make users aware of additional content or specific products.

Do you know any other great examples for using CTAs? What is the ideal CTA button for you?

After all the examples, information and tips your head buzzes you? You are welcome to us with specific questions about helping Seokratie! put.

How the Facebook Business Manager works

The Facebook Bussiness Manager is a useful tool for managing your Facebook pages more effectively and effectively. However, it is not necessarily easy to use. A guide to using the Facebook Business Manager.

This is not an article that you can save to read it * sometime later * because in the shortest possible time, the tool that I present to you today could work quite differently again.

With the Facebook Business Manager, you can manage several Facebook pages and advertising accounts centrally. In itself, this is a useful tool – but we have found that many people have big question marks when it comes to the business manager.

Do not worry, it’s not up to you.

Many users complain about the complexity of the business manager: Thomas Hutter has to Christmas even last year desired improvements of the business manager of the Christ Child , and on there was some time ago an entire article about problems with the Facebook Business Manager , including countless comments With further questions and problems.

You see, the Business Manager of Facebook even likes to make professionals despair. For this reason, you will find an overview of the set-up, structure and the most important functions in this article, before there is a brief guide for the most important work steps.

Before you go: Do you need the business manager at all?

Have you assigned an agency to take care of your Facebook page? Do you manage multiple Facebook pages? Or do you need an advertising account that several people can access? Then the Facebook Business Manager definitely makes sense.

If, on the other hand, you only have one person around a single page and / or an advertising account, the Business Manager is not necessary. The tool is primarily designed for managing multiple pages and advertising accounts.

1. Set up the Facebook Business Manager

First, something basic to understand: The Business Manager is a non-public (corporate) account that allows you to centrally manage multiple Facebook pages and advertising accounts, which can be accessed by several people through their Facebook profiles.

To do this, you create a “Company” (= an account) in the Business Manager (which does not have to match a public page) and assigns different roles – such as admin or page editor – to the individual Facebook pages and advertising accounts.

Here is an example of a possible structure of Business Manager accounts and people with different access rights:


The lines represent the access rights of the individual persons. Not every employee in the Business Manager has access to all pages: Baker Rebecka can only access the “bakery bakery” page. In addition, co-workers can have different roles for different pages: Kaffe Karl is an administrator for “Coffe to go”, but is a page editor for “Cupcakes and Coffe”. The agency does not have access to the “bakery bakery” side. Eisdielen Dieter looks after his side alone and therefore does not have a business manager, but can still work with the agency.

It is also possible to set up different advertising accounts so that only certain people have access to them:


Here the CCB Company has set up the “Coffee” advertising account to which Agnes agency can access to advertise “Coffee to go” and “Cupcakes and Coffee”. For the “bakery bakery” you have a separate advertising account – the agency can not see this.

The creation of the Business Manager itself is simple: you go to , click “Create Account” and follow the instructions – a few clicks you have created a business manager for your company.

Before you do this, however, you should determine who is setting up the Business Manager, and whether you really want it – because it can not be undone. It is only possible to remove its page from Business Manager.

It is even more complex when the Business Manager is set up, starting with the addition of pages, the creation of projects, the access request, the creation of advertising accounts, the distribution of roles, and more.

A problem with the Business Manager is that it is sometimes not easy to find a suitable explanation in the help area of Facebook on specific questions. That is why I have selected you the corresponding pages on the typical questions with the furnishing.

  • General information about the business manager
  • Add a page
  • Add an advertising account
  • Explanation of roles and access rights
  • Allow employees to create advertisements
  • Remove access rights for pages or advertising accounts

Unfortunately, even the explanations on the help pages of Facebook are not always purposeful. That is why there is still a very personal guide through the attitudes and peculiarities of the business manager.

2. Settings and Attributes

If you click through the functions of the Business Manager, you will find that many ways lead to the goal.

Warning: If you do not take is the Business Manager, but visited on your private profile one of your pages, your posting in your own name!



After logging into the Business Manager, you are on the overview page.

In the overview, Facebook pages (orange flag) and advertising accounts (blue dollar sign) are listed. You can mark the pages and accounts that are most important to you as favorites. Unfortunately the favorite pages are not displayed first. But that is how you can write to your personal wish list on Facebook.



Easy to overlook, but very handy: the filter function. It is especially handy if you only want to watch advertising accounts or only pages, since these are listed in sequence.



If you click on “Use Page” in the overview, you will be taken to the Facebook page, where you can act as a page, for example to create articles, plan or view statistics. This use of the page is similar to using Facebook pages without the Business Manager. If the Business Manager confuses you initially, use this option to manage your page.

Tip : If you click on the logo / flag, the page opens in a new tab.

Business Manager Settings

In the overview you will find on the right side a reference to the business manager settings (but you can also go to the Burger menu). Here you can manage or create people, pages, advertising accounts, and other items.



You can also apply here for access rights for pages or advertising accounts. If you have released something – for example, to help an agency look after your site – you can see this under “Partner”.


If you manage many different pages and advertising accounts, you can create “projects”. In projects you can, for example, bundle several pages of a customer and related advertising accounts – a new employee does not have to be released each individual element, but only the respective project.



You can access the settings for page notifications via the Business Manager settings. Then click on “Settings”. After activating the Business Manager, you only receive e-mail notifications for pages, even if you have activated the private notifications. Very clever, Facebook!


The burger menu

In the Burger menu, you can create posts and advertisements, manage items such as target groups, images, pixels, product catalogs and company locations, as well as edit the settings of the Business Manager (but not of individual pages). If you click on »Business Manager« in the menu, you will return to the overview.


Whether you click on “Power Editor” or “Page Contribution”: The Power Editor opens.

The only difference:

  • If you choose the Power Editor, you will be able to open your advertising accounts and create or edit advertisements.
  • If you choose page submissions, you can create, plan, or save as a draft for all pages to which you have access, and not view, but not edit, your advertising announcements (not all advertisements). However, you can create new posts for advertisements.

Caution: Although Facebook on the help page claims otherwise: If you click the burger menu “Power Editor”, you can there no side posts create.


The Power Editor

The Power Editor works only with the Chrome Web Browser (otherwise the Ad Manager works better than with other browsers). In the Power Editor, you can create and edit advertisements and posts as well as statistics.

In addition, you can select pages with bookmarks under »Pages contributions« – these will also appear at the top.


The advantage here is: To manage contributions from different pages, you do not need to click back and forth between the pages to access the pages, but you can manage them centrally in the editor, and only have to select the respective page.

You can find more information on the creation of contributions under the section Short instructions: Create and plan posts.


On the left, three categories are displayed:

  • The first two categories are respectively planned and published articles – as one knows it from the normal administration of a Facebook page.
  • The third category is »advertising advertisements«. Below you will find not only all advertisements, but unpublished contributions in the Power Editor, which could also be used as advertisements, as well as advertisements, which can be published as page contributions (on the Timeline). Sounds funny, but is so.

Brief instructions: How do I do something?

Finally, I have a brief guide to the most important functions for you:

Edit the page info

To do this, you must select “Use page”. From there you can edit the page information as usual in the tabs.

Add a page to Business Manager

  1. Accesses the “Business Manager Settings” menu in the Burger menu.
  2. Under “People and Elements”, select the “Pages” category.
  3. Then click on the blue “Add new page” button on the right.
  4. Now you have the choice between “claim page” and “request access”. You should only claim a page if it belongs to you or to your company. Otherwise, choose “Request Access”. The owner (admin) of the page will then receive an e-mail to approve the access.

Alternatively, click on “Request access” or “Claim element” in the overview at the top right.


Afterwards, you must still assign the page to the respective persons or projects in the “Business Manager Settings”. You can not see the page before.

Create and plan posts

There are several ways to create or plan posts.

  • Either you call the overview, use the respective page and create the “normal” the contribution.
  • Or alternatively you can use the Power Editor.

Create posts in the Power Editor

To create your posts in the Power Editor:

First, choose the menu option “Page Contribution” and select the page from the drop-down menu on the top left of the page. In Power Editor, there are several ways to create a post.

    1. If you click on “Create Post” under “Planned Posts”, a window will open where you can create your post (as with the ‘normal’ use of a page). You can then publish, plan or save as a draft as usual.


  1. If you select “published posts” and then click on “Create a new article”, a window will open allowing you to create a page contribution or an advertisement ad. The advantage here : you can easily customize settings (for example, the link title) Add and call-to-action buttons. There is also a spelling check for your contribution text. How reliable and accurate that is, however, I have not been able to test myself yet – for this we finally have a rector in our agency.

So, now it’s a little complicated: as soon as you click on “Post a new post”, the post will be moved to “Advertising Ad Contributions”. The contribution is stored there and unpublished.

Select the contribution and click on the desired action under “Action”. Depending on the action selected, the post is then moved to another category.

As soon as you have planned the post, it can also be found on the normal page view under “planned posts”.



As soon as you call up the menu item »Pages contributions«, you are directly in the category »Advertising advertisements«.

When creating a post, the option to use the post as an advertisement is pre-set. In addition, you can not tag other sites here. You can do this after you have planned the post: Just go to Edit post under “Actions”.

Create ads

Here too you have several possibilities:

  1. Through the advertising ad manager, which you can reach through the overview in the Business Manager, where you select the appropriate advertising account – or you can select any promotional account and then change the account in the advertising ad manager at the top left.
  2. In the Power Editor (accessible via the menu in the Business Manager): Please note here, which advertising account is selected (button at the top left).

This is just the way you get to the function of creating an advertisement. How advertisements are then created in detail is a more complex issue. This could certainly fill another article, if necessary, we would like to deliver it.

Helpful sites that help you

This was only a part of the functions of the Business Manager. If you are looking for more information, I recommend you the following pages:

  • Allfacebook
  • Hutter Consult GmbH
  • Practical introduction of Lingner

I hope I got a little clarity in the Facebook Business Manager for you! If you have questions, it provides me happy to help Seokratie ! Or if you would like to reveal your personal tricks to the business manager, leave me a comment.

You do not want to fight through the Facebook jungle? No problem, we will do it for you !