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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                                               ...
Create spin-offs.And atomise them around the web.                         Slideshare                               Prezi  ...
Guest blog.Around the issues covered in your content.                           Traffic                        Backlinks  ...
A/BTest stuff             Form/No Form?             Auto DM Tweet?              Text or HTML?               LinkedIn ads?
sto                                                                                                                       ...
Get a search keyphraseinto your title.So backlinks have valuable anchor text.                                             ...
Set targetsGranular targets. With numbers.
Six-Month Goals                                1000 downloads                200 prospect names and emails      25% spike ...
Six-Month Goals                                 1506               +399             1000 downloads     +171% 200 prospect ...
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

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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. 1. Twelve thingswe learned from ourB2B Marketing Manifesto campaign
  2. 2. The Manifesto• A 52-page rant• Core of a Velocity content marketing campaign• Total budget £25k
  3. 3. Project Open KimonoThe living case study
  4. 4. The campaign Social Media Onine PR Email Blog Search
  5. 5. What we learned
  6. 6. Target one, single persona. Think ‘psychographics’ not just demographics.
  7. 7. Give influencers a preview. (And thank them.)
  8. 8. Cross-promoteyour other content. Content Marketing Workbook Downloads After Manifesto Before Manifesto
  9. 9. Create spin-offs.And atomise them around the web. Slideshare Prezi Docstoc Scribd YouTube Vimeo LinkedIn Blogs
  10. 10. Guest blog.Around the issues covered in your content. Traffic Backlinks Googlejuice New friends
  11. 11. A/BTest stuff Form/No Form? Auto DM Tweet? Text or HTML? LinkedIn ads?
  12. 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. ://whttp
  13. 13. Get a search keyphraseinto your title.So backlinks have valuable anchor text. } Backlink Love for “B2B Marketing”
  14. 14. Set targetsGranular targets. With numbers.
  15. 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, bounceOnline PR visits + 50%; conversion rate +100% One concrete business meeting
  16. 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. 17. If you use a form,do a survey.And use the results as new content.
  18. 18. Get personal.Respond to people with a note.
  19. 19. Capture and share learning.Or it’s not really learning.
  20. 20. Put your head and heart into it. You’re going to be living with your content for a long time.
  21. 21. Come and get itpartners.co.uk twitter.com/dougkessler

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