12 Lessons from the B2B Marketing Manifesto Campaign
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Twelve lessons from the recent B2B Marketing Manifesto campaign by Velocity Partners.
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12 Lessons from the B2B Marketing Manifesto Campaign
- 1. Twelve things we learned from our B2B Marketing Manifesto campaign
- 2. The Manifesto • A 52-page rant • Core of a Velocity content marketing campaign • Total budget £25k
- 3. Project Open Kimono The living case study
- 4. The campaign Social Media Onine PR Email Blog Search
- 6. Target one, single persona. Think ‘psychographics’ not just demographics.
- 7. Give influencers a preview. (And thank them.)
- 8. Cross-promote your other content. Content Marketing Workbook Downloads After Manifesto Before Manifesto
- 9. Create spin-offs. And atomise them around the web. Slideshare Prezi Docstoc Scribd YouTube Vimeo LinkedIn Blogs
- 10. Guest blog. Around the issues covered in your content. Traffic Backlinks Googlejuice New friends
- 11. A/B Test stuff Form/No Form? Auto DM Tweet? Text or HTML? LinkedIn ads?
- 12. sto n ife a n =m aig Set up the a mp c t m_ &u it ter tw iu m= analytics first. d _ me tm l&u ocia e =s ourc And use tagged URLs _s utm k/? boo st o-e e a nif g-m etin ark b-m 0 /b2 /2 0 /09 1 k /20 .u . co ers a rtn ityp loc ve w w. ://w http
- 13. Get a search keyphrase into your title. So backlinks have valuable anchor text. } Backlink Love for “B2B Marketing”
- 14. Set targets Granular targets. With numbers.
- 15. Six-Month Goals 1000 downloads 200 prospect names and emails 25% spike in downloads of other content 50 comments Google US rank from 16 to top 10 Google UK rank from 7 to top 5 Search term visitors + 50% Social media conversion rate +100% Conversion rate for “B2B marketing” +35% 250 direct links to the download page Newsletter CTR +35% Visits from social media by +50% Improve engagement – time on site, bounce Online PR visits + 50%; conversion rate +100% One concrete business meeting
- 16. Six-Month Goals 1506 +399 1000 downloads +171% 200 prospect names and emails 25% spike in downloads of other content 87 50 comments Google US rank from 16 to top 10 x Google UK rank from 7 to top 5 x Search term visitors + 50% +86% Social media conversion rate +100% +2932% Conversion rate for “B2B marketing” +35% x +27% 250 direct links to the download page x +85 Newsletter CTR +35% +50% Visits from social media by +50% +65% Improve engagement – time on site, bounce +18% Online PR visits + 50%; conversion rate +100% +5000% +177% One concrete business meeting 10 meetings, 5 projects 700% ROI And still growing...
- 17. If you use a form, do a survey. And use the results as new content.
- 18. Get personal. Respond to people with a note.
- 19. Capture and share learning. Or it’s not really learning.
- 20. Put your head and heart into it. You’re going to be living with your content for a long time.
- 21. Come and get it partners.co.uk twitter.com/dougkessler