Ardent Commercial Interiors
$212,000.00 in secured contracts (in 3 months)
Work Type
Project
Duration
August - November 2019
Scope of Works
LinkedIn Lead Generation
LinkedIn Marketing
Social Media
LinkedIn Lead Generation
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.
This included:
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Managing the Director’s personal LinkedIn account (standard premium account)
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Rewriting their profile (headline & summary) to clearly communicate with their target market
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Creating content posts to be published 3 times per week, showcasing Ardent’s work and educating their audience on what they do
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Sending out new connection requests every day to ideal contact people in Ardent’s market
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Crafting a unique messaging sequence, aimed to connect and engage new connections in a very low-pressure, non-salesy way
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Notifying the client of any new leads daily, to ensure they were followed up appropriately.
Our unique LinkedIn messaging sequence comprises 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%!
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!
2
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.
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.
4
From the Client
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!!!!
Testimonial
Doreen listened first, was quick to implement a strategy, and delivered tangible leads that converted into a secured pipeline of work.
That allowed a platform for us to tell our story, and gave us great flexibility with our demand generation activities and helped us increase our social media platform leads by 760%.
This is outstanding and just the beginning of our journey with Doreen.
Regardless of your industry, scale or story, if you want no-nonsense marketing support and a true partner in that journey, I suggest you reach out to Doreen – Thank You Doreen!
