From Politics to Digital Marketing - Jordan Beck Wagner's German Business Journey

The Germany Expat Business Show

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Jordan Beck Wagner - American expat entrepreneur who built a successful digital marketing agency in Germany after transitioning from politics to marketing through travel blogging.

Episode Highlights:

The Unexpected Path to Germany

• Started with a rebellious high school decision: choosing German over Spanish
• Led to Germanic languages degree, study abroad, and eventually 12+ years in Germany
• Classic expat story: "18 months" turned into a permanent move
• Met future husband at a ball in Heidelberg

From Travel Blog to Digital Marketing Career

• Started "Wayfaring with Wagner" blog in 2013 (originally "Beer Time with Wagner")
• Used blogging experience to land job at Hamburg digital marketing agency
• Worked on major campaigns including Ritter Sport's US/Canada marketing
• Leveraged unique position as native English speaker in German market

COVID Pivot and Community Building

• Shifted travel blog focus to northern Germany content with "Hamburg and Beyond"
• Discovered SEO goldmine in niche German locations
• Created Facebook women's group in Kiel that grew to 1,000+ members
• Organic community spin-offs: yoga classes, book clubs, art groups

Launching Jordan Beck Media (2022)

• Went solo after getting Niederlassungserlaubnis
• Celebrates 3-year business anniversary next week
• Specializes in B2B social media strategy (LinkedIn, Facebook)
• "Work smarter, not harder" content philosophy

Business Reality Check

• Interesting insight: sustainability content consistently underperforms across all clients
• Client acquisition: 100% word-of-mouth and networking
• operates as selbstständig in Germany (above Kleinunternehmer threshold)
• Uses Accountable for bookkeeping, MyExpat Taxes for US compliance

Future Plans

• Exploring Substack for premium content monetization
• Combining expat expertise with northern Germany travel content
• Planning point-hacking guides and destination content behind paywall
• Timing coincides with Booking.com affiliate program cancellation

Key Business Takeaways

1. Networking beats everything - Start before you quit your job
2. Niche content can outperform big players in SEO
3. Solve your own problems - personal needs can become business opportunities
4. Repurpose successful content - don't reinvent the wheel
5. Join Künstlersozialkasse if you qualify for significant savings
6. Research tax software thoroughly before committing

Guest Contact Information

• LinkedIn: Jordan Beck Wagner
• Instagram: @jordanbwagner
• Company: Jordan Beck Media

You can find this episode and all episodes as well as show notes for each at https://thegermanylist.de/the-germany-expat-business-show-podcast/
Starting or running a business in Germany as a foreigner? Already running an online business in Germany as an expat? Wanting to grow your German-based business? Working as a freelancer in Germany? You'll love my guide with over 30 resources for expat business owners in Germany.