In the interview with Michael Pütter, Managing Director of Puetter Online Communications

Medium-sized companies typically benefit the most from funding programs offered by the Federal Ministry for Economic Affairs and Energy (BMWi). Unfortunately, few are aware that the 50% grants can also be used for digital market expansion or consulting in online marketing strategies, including social media tools. The program aims to help companies overcome barriers to entering largely unknown digital worlds and seize online opportunities. In an interview with Michael Pütter, Managing Director of Puetter Online Communications, we discuss the exciting possibilities for medium-sized companies to obtain funding, the effort required, and how implementation can be both simple and successful.

With his team of nearly 30, Michael Pütter is one of the highest-rated agencies nationwide in the industry and offers a diverse range of online marketing services. From SEO audits and support to SEA workshops, content, email, and social media marketing—right through to complete website overhauls and planning—the company has placed numerous publications in recent years. This was reason enough for DIGITAL FUTUREmag to engage in conversation with the passionate long-distance runner and university lecturer in digital psychology and e-commerce in Cologne and Düsseldorf, and to shed light on the path to funding for medium-sized enterprises.

DIGITAL FUTUREmag: When decision-makers approach the topic of funding, they are often confronted with stacks of forms that need to be filled out, answered, and submitted. It’s often said that even minor errors in the form can lead to exclusion, resulting in the loss of funding. So, first and foremost, the question is about the effort involved. What do companies themselves need to contribute to successfully apply for funding?

Michael Pütter: That’s a very good question. Most customers initially shy away from the formalities. However, after handling several funding applications and approvals, we now provide customers with a complete overview of the required documents upfront. This allows them to gather initial information to verify basic eligibility for funding. Only then do we prepare the consultant applications. We keep the effort required from customers to a minimum, though it cannot be avoided entirely. Still, I believe the time invested is well spent.

DIGITAL FUTUREmag: Mr. Pütter, funding is all well and good. But what kind of in-house contribution does the company itself need to make to ultimately achieve the desired results?

Michael Pütter: In addition to the financial framework—up to nearly €15,000—it’s primarily about internal resources and a dedicated contact person for the project. Depending on the scope and effort, I also recommend involving all employees involved in the process early on and defining communication guidelines.

DIGITAL FUTUREmag: Since we also have numerous contacts with managing directors and decision-makers through the German Association for Small and Medium-sized Businesses (BVMW), here’s a question about project duration. When it comes to the topic of digital market development, how long should one expect before tangible results become visible?

Michael Pütter: In certain market development projects, we prioritize so-called quick wins. Initial and visible successes naturally help motivate the team and strengthen commitment to the project. Looking back at various projects, I would estimate a timeframe of approximately 4–6 months to demonstrate the first noticeable improvements.

DIGITAL FUTUREmag: Your reference list includes many well-known names such as Toshiba, DAK-Gesundheit, Welthungerhilfe, and Funke Mediengruppe, to name just a few. Why should small and medium-sized enterprises (SMEs), which are not on this scale, particularly focus on funding and digital presence online?

Michael Pütter: The past few months have made it clear what many studies had already predicted. Research, product or price comparisons, and ultimately transactions have now shifted—either completely or partially—into the digital space across almost all areas of life. Visibility and relevance are therefore even more critical. It’s important to distinguish whether potential new customers are involved or whether users have already had experiences with a company or brand elsewhere and need tailored content accordingly. In my view, this marketing task is essential for all businesses. Size, in principle, plays a rather secondary role.

DIGITAL FUTUREmag: What does the process look like after a successful funding application is approved?

Michael Pütter: Once we and the customers receive approval—the go-ahead to start the project—we hold a joint project kickoff with the customers. Here, we present the project workflow—in our case, agile—the communication structure, and a binding timeline. Certain topics, such as defining target audiences and the project’s overall objectives, have already been discussed in advance and may be adjusted if necessary.

DIGITAL FUTUREmag: Some companies may want to work with you even without a funding project or take their first steps independently to optimize their market presence. Based on your experience, could you name three of the most important steps that are essential for better visibility?

Michael Pütter: It’s like the question about the Coca-Cola recipe… In my experience, there is no uniform rule that can be imposed on all business models. If you ask me for three points, I would still mention the following:

• Technical optimization of a page
• Content planning based on relevance from the customer’s perspective
• Continuous evaluation of the competitive situation

DIGITAL FUTUREmag: Let’s take a look into the future together. Corona has once again significantly advanced and changed online marketing. In your opinion, what are the latest trends we can expect for 2022?

Michael Pütter: On the one hand, tracking and the associated attribution of measures to individual users or user profiles is becoming increasingly challenging, and on the other hand, digital marketplaces are gaining in importance. This means that communication content must be increasingly tailored to the expectations of the target audience. Only in this way can relevance be created. And from my point of view, this is always the basis for visibility in the area of informational search and equally the basis for lead generation in the area of transactional search.

DIGITAL FUTUREmag: Thank you very much for this exciting interview.

Michael Pütter: Thank you for the opportunity and your time.