From Doubters to Believers: Why Is This Franchise Development Company Celebrating a Bursting Pipeline?
In case you’re interested...
For more strategies on using LinkedIn to generate more business, grab a free copy of my book: It’s the road map to connecting with prospects, engaging with and converting new clients, and levelling up your consulting business. - Click Here
Let’s dive in….
Bursting pipeline? What do you do?
It may be panic time for you…but not for one franchise development company. They’re doing this:
It means more business for their pipeline repair franchisees but that’s not why they’re celebrating.
Far be it for them to wallow in your misfortune. They would never do that.
No, they’re celebrating a bursting pipeline in another sense: their sales pipeline is bursting with opportunities after just three months with The Influencer Project.
Here’s their story…
A south-east Asian franchise company looking for a fuller pipeline
Craig is the marketing manager for a franchise develoment company that sells a pipeline relining service.
They repair pipes under structures, in buildings, or in walls, where it’s not possible to dig up.
They have 45 franchisees throughout south-east Asia, the majority in Australia with representation also in Hong Kong, Singapore, Thailand & Malaysia - and a few in New Zealand.
Craig realises that digital is the future of marketing and was on the lookout for an alternative to the traditional means of B2B marketing that they’d used for years: largely print marketing and attending trade shows.
What he really wanted was more direct access to decision makers in the types of companies they were targeting as franchisees.
That’s when they were referred to The Influencer Project by an accountant who was getting great results from it.
They did some research, met with the Evolve team and liked what they saw…
The LinkedIn activity…
They started connecting with their target audience, messaging them, sending them marketing collateral, and then moving onto scheduling sales visits.
Effectively, the whole marketing system was managed through LinkedIn - from the initial dialogue right through to the face-to-face appointment.
“It’s quite time consuming but that’s the case with anything that involves a dialogue. It’s important to invest the time into it.”
It quickly became a seamless operation with everything accessible from one centralised place (LinkedIn).
Despite the time involved, this simplified everything for the organisation. It was easy to manage and to see where they were with their marketing.
The leads didn’t just happen, of course. They worked the engagement and it worked for them, rapidly overcoming their original scepticism:
“There was some doubt there at first. We were sceptical.”
The busting pipeline of opportunity
Craig was shocked by the sheer amount of leads that arrived in the first few months…
“Over 200 genuine leads came in within the first three months.”
“We’ve done one ‘lunch & learn’ series with a huge company in Sydney that worked on fire systems across Australia. Our director went down and made a presentation during lunch. Ten people attended…this was a direct engagement that resulted from our LinkedIn activity.”
“Now we’re going round Australian state capitals - we have 30 scheduled visits in all. All of them resulted from the engagement on our LinkedIn campaigns.”
“The best campaign we’ve ever done…”
As marketing manager, Craig appreciates that all activity is easily measurable - unlike print advertising or trade shows.
They could see the results they were getting almost instantly.
He also appreciates the ability to target larger organisations through LinkedIn - including national organisations.
They can now get in front of people who approve decisions in big companies, not just the local people who work the tools.
“It’s impressive, it really is.”
“For those who are targeting B2B, this is the ideal channel for you to use. The key thing is being able to get in contact and engage with decision-makers. That’s been the most beneficial aspect for us.”
Want to become a LinkedIn believer? Take the first step by applying to join our Influencer Project community. We’d love to welcome you on board…
P.s. Whenever you’re ready… here are 3 ways I can help you grow your business with LinkedIn
1. Join the Influencer Boardroom and connect with other advisors and consultants who are scaling too: It’s our new Facebook community where smart advisors and consultants learn to generate more purpose, profit and power. - Click Here
2. Join Our Implementation Program and be a Case Study: I’m putting together a new consulting case study group inside The Influencer Project this month… stay tuned for details. If you’d like to work with me on your client-getting and business growth plans using LinkedIn… just send me a message and put “Case Study” in it and I’ll get you more info.
3. Work with me and my team privately: If you’d like to work directly with me and my team to take you from 6 to 7 figures and level things up… just send me a message and put “Private” in the first line… tell me a little about your business and what you’d like to work on together, and I’ll get you all the details.