12 Lessons from the B2B Marketing Manifesto Campaign

Twelve thingswe learned from ourB2B Marketing Manifesto campaign

The Manifesto• A 52-page rant• Core of a Velocity content marketing campaign• Total budget £25k

Project Open KimonoThe living case study

The campaign Social Media Onine PR Email Blog Search

What we learned

Target one, single persona. Think ‘psychographics’ not just demographics.

Give influencers a preview. (And thank them.)

Cross-promoteyour other content. Content Marketing Workbook Downloads After Manifesto Before Manifesto

Create spin-offs.And atomise them around the web. Slideshare Prezi Docstoc Scribd YouTube Vimeo LinkedIn Blogs

Guest blog.Around the issues covered in your content. Traffic Backlinks Googlejuice New friends

A/BTest stuff Form/No Form? Auto DM Tweet? Text or HTML? LinkedIn ads?

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. ://whttp

Get a search keyphraseinto your title.So backlinks have valuable anchor text. } Backlink Love for “B2B Marketing”

Set targetsGranular targets. With numbers.

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, bounceOnline PR visits + 50%; conversion rate +100% One concrete business meeting

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...

If you use a form,do a survey.And use the results as new content.

Get personal.Respond to people with a note.

Capture and share learning.Or it’s not really learning.

Put your head and heart into it. You’re going to be living with your content for a long time.

Come and get itpartners.co.uk twitter.com/dougkessler

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12 Lessons from the B2B Marketing Manifesto Campaign

by Velocity Partners on May 26, 2011

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12 Lessons from the B2B Marketing Manifesto Campaign — Presentation Transcript