Manz digital campaigns
Mechanical and plant engineering
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.
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.