Manz digital campaigns
Client
Manz AG
Sector
Mechanical and plant engineering
Partnership
Since 2021
The client
Manz AG is a global systems manufacturer headquartered in Reutlingen in South-West Germany. The company has more than 30 years of experience in the field of automation. Since 2021, we have been supporting Manz with digital campaigns – especially LinkedIn, SEM (SEO & SEA) and PR work – in order to further increase awareness of the brand in the field of automotive and electric mobility.
The assignment/Challenge:
The main goal was to increase Manz’s visibility in the automotive industry. The challenge was to convey Manz’s expertise very clearly in the field of electromobility. The operational goals were to create awareness and to achieve follower growth and top ranking for relevant terms in the search engines.
Our services
- Digital campaigns
- SEO – Website & landing page
- SEA
- LinkedIn organic
- LinkedIn paid
- Media planning
- Asset creation
- PR
Social media – organic & paid
LinkedIn as most important campaign channel
We implemented an international campaign strategy that closely integrated both paid and organic content on LinkedIn and that was based on clear targeting.
Before we kicked off with the specific channels, we first analysed the target group and developed an overarching storyline – the common thread for the entire campaign.
Search engine marketing
SEO and SEA considered together
Organic search engine optimisation and Google Ads have more in common than many people may think at first glance. So of course, everything was based on keyword research.
Following the keyword analysis as a decisive platform for next steps, we created SEO landing pages in German and English, which also worked as target pages for Google Ads. The challenge here, as is usual in B2B, was the very narrow target group and therefore a relatively low search volume. But better to reach fewer users, but the really relevant ones!
Throughout the campaign, we succeeded in placing the corresponding landing page on position 1 in the organic search engine results. Using Google Ads and relevant ad texts, we were also able to increase awareness of Manz at a low CPC.
Public Relations
Another component of the campaign: Classic PR
Especially in B2B, classic PR continues to play a major role and ideally complements the purely digital campaign measures to generate attention.
The aim of the PR measures was to publish press releases on the topic and to position articles in trade journals in order to further increase Manz’s visibility. This also served to underscore the company’s expertise.
