Tommy is the founder and CEO of A1 Garage Doors, a $30 million garage door company with over 100 employees in 7 states and counting. Passionate in helping other business owners to succeed, his advice has been read millions of times on top business publications online, including Forbes and The Huffington Post.
Initially our goal was to create a strong presence on LinkedIn for Tommy’s profile (get in the top 1% within his industry), attract new, relevant connections and keep high level of engagement with them. Later, we accepted our next challenge – use this profile to drive leads.
We started by identifying the target audience. The goal was to reshape the existing image of prospects (those employed in the home service industry) into characteristics that match LinkedIn search filters, so that we can precisely target them in the future.
The next step was polishing the profile. The texts, visuals and overall structure needed to be in the best shape possible, so that people would be more likely to connect with Tommy.
Once the profile was all set, we started to connect with the selected individuals who matched our search criteria. Every day we were going through the search (using filters that we’ve created earlier) and checked the prospects who were listed there. Instead of blindly pushing the “connect” button, we opened each profile, made sure that it is relevant to connect with (not empty, shows some activity) and only then sent a connection request with a personalized note to increase our chances of being accepted.
By doing this daily, we had already achieved great results in the first month, when our network of 1st degree connections exceeded a thousand prospects. At this point we started a more active approach, which also included engagement in the news feed. This part was very straightforward, we were going through updates posted by Tommy’s connections and liked/commented the most relevant/interesting ones. This helped us to achieve higher profile views, which in turn meant a higher profile ranking.
It was the time to start building credibility around the profile and show Tommy’s expertise in business management. We started to focus on sharing relevant updates and posting articles written by Tommy on his page. This resulted in hundreds of views for each update and surely helped to get some extra attention.
Now, we were all ready for our final step – lead generation. At this point we had a strong profile with a good amount of activity and attention from prospects. We’d prepared a message script together with Tommy’s team and started the in-mail outreach. Every day we were connecting with dozens of prospects, engaged in conversation with them and nurtured them into leads that were interested in Tommy’s service. Those who replied to us were marked in the spreadsheet based on the type of reply (positive, progressing, negative) and we responded accordingly with the script.
This was a major project, and we had a good amount of time and a very supportive team on the client’s side. It started with simple task, to “improve the profile” and ended with a long-lasting cooperation which evolved into a lead generation campaign using that profile.
As a result, we had a top rated profile with more than 15,000 business-relevant connections, ranked in the top 1% among people in his industry. By managing this profile during the active phase of the campaign we generated a few hundred pre-qualified leads, which were sent over to the client for future sales.
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