1. Background

The German market in 2025 is changing faster than ever. The costs of renting space, utilities, labor, and materials are all rising. Meanwhile, Germans are spending more cautiously, choosing carefully before making decisions. What German customers prioritize today is not just “cheap prices,” but transparent, professional brands with a clear online presence.
However, many Vietnamese shops in Germany are still operating under the old model: relying on regular customers, inconsistent communication, no website, or if they do have one, it’s just a simple introduction page with no SEO optimization. Most of them still cannot manage customer data, do not distinguish between new customers and loyal ones. Images and content on social media are often scattered and lack consistent brand identity.
Meanwhile, German competitors and larger chains are moving much further ahead. They fully utilize websites, social media, and digital advertising to build their brand, attract new customers, retain old ones, and expand their business reach. This gap causes many Vietnamese shops—despite having good food and good skills—to still struggle to compete effectively within the same neighborhood.
Therefore, if shop owners want to survive and grow sustainably in the German market, they need to shift their mindset: marketing is not an expense, but an investment tool to increase revenue and retain customers.

2. Common Mistakes of Shop Owners Today

Many shop owners still think that “doing marketing means running a few Facebook ads” or “posting pictures of dishes or new nails is enough.” In reality, that is only a very small part of communication. Effective marketing must be a system with a clear plan, goals, data tracking, and long-term strategy.
The first common mistake is not having a website or having a website that is not SEO-optimized. When German customers search for “Vietnamese restaurant near me” or “nail salon in Frankfurt,” they do not see your shop in Google search results. This means you are missing the opportunity to reach hundreds of potential customers every day.
The second mistake is lacking consistent brand identity. Images and content on Facebook, Instagram, or Google Business are often messy, lacking consistency in colors, logo, style, and even opening hours do not match across platforms.
The third mistake is not tracking customer data. Many shop owners do not know who is a new customer, who is a returning customer, or which group spends the most. Without data, advertising and customer care become unclear and impossible to optimize.
The final mistake is lacking a long-term strategy. Most only do marketing in “phases” – for example, running ads when business is slow or posting during holidays. This makes communication inconsistent, and the brand is not remembered long-term by customers.

3. Trends in Social Media Usage in the Digital Age

The habits of German consumers have completely changed. They search for information online before deciding where to eat, where to get beauty services, or which shop to choose. This means that if your shop does not appear online – you are almost “invisible” to new customers.
Each social media platform has its own role.
Google and Website are where customers look for information and evaluate trustworthiness. When they type a keyword, the first result they see strongly influences their decision.
Facebook and Instagram are where customers experience the “brand story” – they look at images, videos, captions, and reviews to determine if you are trustworthy, friendly, and professional.
TikTok and Reels are becoming tools that help shops spread faster than ever. Short videos about beauty procedures, delicious dishes, or behind-the-scenes content make your brand feel closer and naturally shareable.
Therefore, even small businesses like Nail salons, Spas, or local restaurants also need to show up consistently across all channels. You don’t need a big investment, but you must appear in the right way, in the right place, and in the right style – so that when customers search, they see a truly trustworthy brand.

4. Benefits of Implementing Marketing the Right Way

When communication is done correctly and systematically, the benefits are very clear.
First, increased brand recognition. When your images, content, and website appear consistently, customers remember more easily, find you more easily, and have a better impression. Even if they don’t visit today, they will remember you when they need your service.
Second, stable revenue growth. A professional marketing system helps you bring in new customers regularly each month, while also retaining old customers through promotions, thank-you messages, or periodic engagement activities. Returning customers spend more and bring friends and family.
Third, optimized advertising costs. Instead of running generic ads, SPS Marketing helps you identify the exact target audience – for example, Germans living near your shop or the Vietnamese community in the city. Targeting the right audience saves budget and increases reach efficiency.
Fourth, elevating brand image. When customers see that you have a clear website, complete information, positive reviews, and professional images, they trust you more. Even if you are a small shop, you can still create the impression of a well-organized, visionary, and reliable brand.

5. Real Examples

A Vietnamese restaurant in Hamburg used to face a common issue: only a small fanpage, no website, unprofessional images. Even though the food was good and the service was excellent, customers still had a hard time finding it on Google. SPS Marketing helped this restaurant redesign its entire website with SEO standards, integrated Google Maps, online booking, and unified brand identity across social media. At the same time, we developed a weekly posting plan with seasonal and holiday-based content. After three months, online reservations increased by 60%, returning customers increased by 35%, and revenue became significantly more stable.
Another example is a Nail salon in Frankfurt. Previously, they only posted randomly – some days yes, some days no, photos lacked proper lighting, and captions were inconsistent. SPS Marketing helped them rebuild their brand from scratch: designing a logo, choosing main colors, creating a visual identity system, and producing short mini-videos introducing their services. After just two months, their fanpage tripled its engagement, and the number of new customers increased steadily every month, especially German customers coming through Instagram.

6. The Role and Specific Services of SPS Marketing

SPS Marketing was created with the mission of helping shop owners build strong brands and generate real revenue from communication activities. We don’t just run ads—we accompany you throughout the entire process: from building your brand image, executing campaigns, to monitoring and optimizing results.

6.1. Building a Professional Website – Appearing Where Customers Search

A website is the core foundation of any marketing strategy. SPS Marketing designs SEO-optimized websites that look beautiful on mobile, are easy to read, easy to use, and reflect the shop’s true style.
Each website is integrated with Google Maps, Booking Forms, and Contact Forms so customers can easily make reservations or inquiries. For restaurants, websites can include separate Dine-in / Takeaway sections. For Nail salons or Spas, websites can display services, pricing, real photos, and customer reviews.
Especially, everything is optimized so that when customers search for keywords like “nail salon near me” or “Vietnamese restaurant in Berlin,” your brand can appear at the top of Google results.

6.2. Managing and Developing Social Media Channels

Facebook, Instagram, and TikTok are “online storefronts” just as important as the physical sign in front of your shop. SPS Marketing helps you create and maintain a consistent image—from logo, color tones, to caption style.
We create weekly and monthly content plans that match seasons and major holidays in Germany. Each post is written attractively, relatable, and easy for German customers to understand while preserving Vietnamese cultural identity.
The SPS team also tracks the performance of each post, measuring reach, engagement, messages, and feedback to optimize content. The goal is to make your fanpage not just a posting place but a channel that truly brings customers to your shop.

6.3. Building Comprehensive Marketing Campaigns

A successful campaign is always the combination of website, social media, and paid ads. SPS Marketing helps you set clear goals—whether it’s increasing new customers, increasing online reservations, or increasing direct calls.
From there, we design content, visuals, and run ads targeting the right audience in the right area. Data is closely monitored and reported regularly, helping shop owners know exactly how many real customers each advertising dollar brings.
We also implement specialized campaigns tailored to each industry:
• “New course introduction” for Nail or Spa salons.
• “Vietnamese Food Week” for restaurants.
• “Winter skincare promotions” for Spas or beauty shops.
Each campaign is crafted with a specific plan, professional visuals, and clear goals to achieve the best results.

Conclusion

In the fiercely competitive German market, “being skilled” is no longer enough. Today’s customers search, compare, and evaluate everything online before stepping into a shop. They want to see you present professionally, clearly, and consistently everywhere.
SPS Marketing exists to help you achieve that in the most effective and practical way. We don’t just beautify your brand—we help you generate real revenue through websites, social media, and strategic communication campaigns.
If you are a Nail salon, restaurant, Spa, or any service-based business in Germany, now is the right time to build your own brand—a professional, trustworthy brand with a lasting place in the hearts of customers.