My 3 Top Tips for expanding into German Market

My 3 Top Tips for expanding into German Market


Your are ready to bring your mission, your product or service to German markets and front center to a German speaking audience and customers? You were gathering information all over the internet and you came across this article? Great! Take my 3 cents, a.k.a. 3 tips for expanding into German markets that increase your revenue.


Define what you want, need & can handle

There are countless possibilities & options between both ends of the spectrum of translating it all —and— doing nothing and assuming “everybody speaks some English anyway”. However, making key decisions will help you create a plan without blowing all your budget on translations alone.

Ask yourself: How ready are you, your staff to respond to German language inquiries? Do you want, will you need, and can you handle:

  • Full-scale localization: a foreign website as fully functional as your English website
  • Partial localization: translating only key pages and stating clearly for your visitors that you don’t yet provide all the information in their native language
  • An abstract: a one- or two-page summary with the most important information about your mission, your product or service

Then take a look and check on individual features and see if they are truly relevant for your goal, e.g. news & company updates, blog posts, local events … are they relevant for your German audience? Tweaking and adapting your website and content to the target market and the German people you like to reach is called Localization.
While analyzing your online presence that way, consider regular website updates and their translations, the marketing efforts and campaigns you consider for the translated content, the customer support and feedback loops on each scale.

And keep in mind that you can grow into your second business in German language.


Team with a translation partner

Whether you hire a person to manage the whole project in-house or out-source to a contractor, here are a few points essential to a successful partnership and project:

  • Communicate well and regularly, via email, phone or in person
  • Make sure that all translators and editors translate into or edit and proofread their native languages only, German in this case
  • Use translation technologies to manage your budget efficiently

Invite the translator to be a team member, their work shouldn’t be an afterthought. The more your translation partner know about your business, the better they can help with small or fast-needed updates.

And a translator’s work is worth beyond word—think about keyword research and integration, email marketing, tracking reviews, surveys, customer communication…


Integrate marketing from the start

You find yourself having translated your website and now what? Marketing and sales are essential to get a return on your investment, so why not bake marketing from the start in your translation processes. There are many ways to start a conversation with your German speaking audience at any time:

  • Create a valuable info-sheet, e-book, mini-course, etc. in German language in exchange to an email address and start a German-specific email list
  • Add subtitles to a video of you/your brand, again ask the viewers to join your German language email list
  • Ask German customers for their reviews (in German) or to fill out a short survey (in German)

I compiled a document with “16 ways to connect and start a conversation with German visitors on your website” to get your marketing going right from the start and test the waters with expanding to the German markets.

These are my 3 tips for expanding to the German markets in German. I know it is a hell of a journey and by now, there are tons of information on the internet that might trigger tons of new questions on how to translate your brand and online business into German and for the German markets. If you feel some overwhelm and think about throwing the whole thing back on the shelve, check out my 10-day-workshop ‘The Website Translation Roadmap’ where we create a strategic plan, so you know how to go about website translation step by step. On November 9, we start the last “Roadmap for this year.

10th Anniversary of Chef Wayne in Andaluca

Yesterday, I was honored being a guest at Chef Wayne’s 10-year anniversary at Andaluca.

I liked the warm welcome by the Chef himself, the background music creating the Andaluca atmosphere, and the delicious food that puzzled my taste buds with new sensations (I definitely want to go back to taste more). I was faszinated by the stories, the journey, the achievements shared about Wayne, his thanks to his crew and team in the kitchen. I enjoyed the variety of interesting people I met – his friends, family and other foodies.

Wayne, I wish you all the best for your journey ahead.


photo credit: Lacey Lybecker of LovingLocalFood. Thank you Lacey!

Tender at the Bone – Continued

A Spanish bistro in the heart of the city, in a house individually shaped through history since 1930, with murals depicting a fairy tale from the founder of modern Russian literature, Alexander Pushkin, with just enough seating that the Chef can greet every guest personally and still cook their meals – with a careful selected team, of course. This is Olivar, and it is the perfect setting for a small personal event with food writer Ruth Reichl and those special fans who love food, write consistently, explore continuously new recipes – yes, I am speaking of the food blog writers of Seattle.

Keren Brown of Keren Brown Media made it all happen and we had a wonderful dialog with Ruth Reichl where we not only talked about food but also about women and more specifically mothers, and in particular about the relationship of child and mother – about Ruth’s latest book “Not becoming my Mother”. It was Ruth’s big challenge to write it, pushed beyond her comfort zone as food memoirs writer and editor-in-chief of Gourmet magazine, and into a realm of emotions, briskly ones, because they start as early as in the womb. It changed Ruth’s understanding of her mother completely, filled her with tenderness and love for her – to the bones.

After the dialog, Chef Philippe Thomelin served appetizer, tender, brisk and unique as his restaurant and the event with Ruth Reichl.

Keren Brown

Ruth Reichl

Greetings from the Oberlausitz

Last Saturday, we scheduled our spring house cleaning. As we are all from different parts of Germany, I decided to make a special dish from the region where I was born, the Oberlausitz .


What does it mean?

Quark [qvark] after Wikipediais a type of fresh cheese of Central European origin. Dictionaries usually translate it as curd cheese. It is soft, white and un-aged, similar to Fromage frais, but with a higher fat content.”
I usually buy it in our local food co-op
, sometimes I can find it in the organic sections at QFC.

Keulchen, comes from Keule, which is a cudgel, the ending chen indicates the diminutive form of it – still indicating the richness and heaviness of this delicious dish.




presented by G.Clotaire Rapaille, and signed on January 1, 2000, in Paris.
1. All the cultures of world have rights similar to the Rights of Man.
2. Their first right is the right to exist.
3. The cultures of the world represent a universal patrimony. They belong to all the inhabitants of this planet. They are their creations.
4. We declare that it is a crime against humanity to deprive a member of a given culture of access to his culture or of any other culture of the world.
5. It is also a crime against humanity to repress or destroy (even partially) a culture.
6. The Rights of Cultures are limited by the respect of all other cultures in the same way that the Rights of Man are limited by the respect of the same rights for the other inhabitants of this planet (men and women).
7. Every culture has the right to have all the different elements of the culture respected, including (but not limited to) its beliefs, customs, religions, philosophies, language, education systems, art in its different forms (music, poetry, dance, cooking, folklore, and clothing).
Book source: 7 Secrets of Marketing in a Multi-Cultural World by G. Clotaire Rapaille