Case Study: Ardent Commercial Interiors
Ardent is a commercial fitout company based in Christchurch, New Zealand.
As part of their business growth plan, they had decided to also move into the Passive Fire Protection market.
Prior to engaging Fortissimo Marketing, Ardent’s main source of revenue came from repeat business and word of mouth, however there was no structured approach to any form of marketing at that stage.
What We Did
Towards the end of 2019, Ardent hired us for 3 months, to apply our unique LinkedIn Lead Generation system to their business, to help them gain more traction in the Passive Fire Protection space.
Managing the Director’s personal LinkedIn account (standard premium account)
Rewriting their profile (headline & summary) to clearly communicate with their target market
Creating content posts to be published 3 times per week, showcasing Ardent’s work and educating their audience on what they do
Sending out new connection requests every day to ideal contact people in Ardent’s market
Crafting a unique messaging sequence, aimed to connect and engage new connections in a very low-pressure, non-salesy way
Notifying the client of any new leads daily, to ensure they were followed up appropriately.
Our unique LinkedIn messaging sequence comprises of 4 messages:
1.) The Hello Message
This is sent shortly after the connection request has been accepted. This is literally meant to simply be a "hello, great to connect" kind of message - with NO call to action (CTA) of ANY kind!
Don't be tempted to casually drop in your website URL under the guise of "if you'd like to see what we do...". This doesn't work - we've tested it and the response rate drops by 25%!
2.) The "Intro" Message
This is sent 1 week after the initial contact. This Message aims to start a conversation by broadly introducing oneself and offering to send some more information should the contact be interested.
The key here is to be very casual about it, and conversational, rather than use typical calls-to-action. LinkedIn is still a social media platform, so this should remain top of mind!
3.) The "Info" Message
This is sent to anyone replying to the "Intro" Message, requesting the information. This is kept short and simple, attaching a PDF brochure providing information on the company and its services.
4.) The "Follow-Up" Message
Sent a few days after the "Info" Message. As the saying goes: "The fortune is in the follow-up", and the same applies here. Again, the follow-ups are kept short and friendly, simply asking if they wished to discuss things further, in a very non-threatening way.
Shortly after we had completed this particular campaign, we received the following in an email from the Managing Director:
“I wanted to give you an update on the success highlights of your efforts within our business… please feel free to promote these stats in your business as I believe them to be worthy of stating;
Real leads generated into opportunity – 79
Leads converted into work priced - $423,000 (NZ)
Work priced converted into secured pipeline of sales (Contracts Received) - $212,000 +GST
This is directly measured and attributed to our marketing push via LinkedIn! In just 3 months!!!!”
Naturally, we absolutely LOVED hearing this kind of feedback, because creating real results for our clients is our entire reason for being!
The Post Lead-Generation Sales Process
We felt, however, that although we were super happy to have generated all these leads that resulted in those won contracts, there would also be a certain skill required to converting those leads once they came in and we handed them over to the client…
So, we asked the question as to how they did it, and the answer may come as a bit of a surprise to some.
Ardent believes in building relationships first and foremost. So, after the leads came through and they received their prospects' email addresses (which we didn't ask for but they had provided voluntarily!), the client would send them an extended introductory email, outlining how they help their clients, and where they add value.
Most importantly, however, they offered their support, as opposed to asking for phone conversations or meetings (again, very un-salesy). Ardent offered genuine support in areas in which they knew they had valuable expertise.
Ultimately, this is what lead to the prospects picking up the phone and the working relationship starting, resulting in Ardent being invited to quote a number of jobs, and winning new contracts shortly afterwards.
If you'd like to discuss how we can tailor this process to suit YOUR business, please get in touch.