SUBSCRIBE THE POD: SPOTIFY | APPLE PODCASTS
SEASON 2, EPISODE 23 SHOW NOTES
Mandy Borchardt is a German marketing strategist and translator helping small non-German businesses to market their brand in Germany.
She did her B.A. and M.A. in translation in Germany and spent a few years abroad in Spain and the UK where she worked mostly in translation agencies and gained her first industry experience.
In 2015 she went freelance full time as a translator for English and Spanish into German, working for translation agencies and direct clients.
After a few years, she started to notice that most end clients need more than just marketing translations. They also need to understand their new target group and adapt their marketing efforts accordingly.
This was when the idea of helping her non-German clients with their marketing in Germany slowly started to grow.
I invited her on to the show to help those of us marketing and selling to German customers understand the mindset of the German customer.
We talked about:
- The importance of understanding German customers’ preferences and cultural nuances.
- The importance of detailed product descriptions, compliance with local regulations, and personalized content in German.
- Specific marketing tips for German audiences including guidance on machine translation, legal text and culturally appropriate visuals
- The factors that influence many German buying decisions
- Advantages and disadvantages of running a business in Germany
- The importance of networking, collaboration, and continuous learning for all business owners
- How cooperation over competition among freelancers and small business owners has served her well