Jan 01

CASE STUDY: How My Client Filled Her 2019 Calendar In Just 30 Days Using Our LinkedIn Strategy

By Chris Bedford | Advertising

"Chris I have built my business from referrals and I need to get my business in front of the right people so I can fill my calendar and scale my business.... But I don't have any money for advertising and i tried advertising on facebook and it stole my money!".......Excuse, excuse, excuse! 

Is this you...? This is a common problem for really good solid local businesses. They are confident in their ability and have a proven track record but somewhere deep in their mindset they have a world view that marketing doesn't work or advertising doesn't work or its too technical or Dave in the office has tried but he said it wasn't going to work for the their type of business. For what ever reason the brick wall is built and they conceive that digital marketing doesn't work for them! 

I'm here to tell you to STOP thinking too much and sack Dave from accounts!

The Moment Of Reckoning! 

Im telling you to sack the metaphorical version of Dave in your mind as this was my advice to my client who procrastinated for over 13 years! For 13 years her health and wellbeing consulting business remained at a fixed number of large national clients and she was pretty happy with that.  She new she wanted to grow but the Dave in her head said "your not ready" blah blah blah.

One day my client took a leap of faith and this is what happened...

Using Our LinkedIn Strategy

We went to work... This LinkedIn strategy is usually overlooked and made complicated as a B2B platform. The main goal is to create a conversation with another Human.  But before we start connecting randomly to people, we need to define our sales pipeline. 

For most businesses this pipeline will work and can be altered if needs be.  

  • Sample Population: Create a list of our target market in LinkedIn's Sales Navigator.
  • Prospects Contacted: We send connection invites to our sample population. Using a soft approach without any offer attached.
  • Prospects Connected: A large percentage becomes a connection and we send them a follow up message. We provide value up front defining a problem their business may be facing and that we have the solution to that problem. We demonstrate that we have the vehicle to bridge the gap. We finish with a call the action to book a call directly on our calendar. 
  • Prospects Replied: A percentage of businesses that welcome our message start to engage.  
  • Prospects Booked: At this point we drive them to make an appointment on our calendar at a time of their convenience. This way your sales team or yourself has a structure method to book and make calls to close 
  • Successful Meetings: Depending on your business, we close the prospect on the phone or send them a proposal. 

Tools Used

1. LinkedIn Sales Navigator - This allows you to search for your target market and save the list of potential prospects.

2. ScheduleOnce / Calendly - Allows for seamless appointment bookings that has automated reminders to both caller and prospect.  

3. Google Sheet / CRM - This allows us to measure, track our efforts and store our new contacts outside of the LinkedIn platform. 

Clients Hypothesis 

  • Goal: Generate more business for my Health & Wellbeing Workshop and increase my professional network. 
  • Mission: Run a 30 day cold outreach campaign on LinkedIn to reach my target market to book a call and convert to a customer.
  • Target Market: Human Resource Employee and Business Owners

The Results

Results based on the a 30 day campaign. (Search criteria, UK - Midlands, Various Human Resource Titles, Company Head count below 200.

  • Sample Population: 26,759 
  • Prospects Contacted : 2,500
  • Prospects Connected: 632
  • Prospects Replied: 65
  • Meetings Booked:24
  • Successful Meetings: 7
  •  
  • % contacted: 9.32% 
  • % Connected: 25.28%
  • % Replied: 10.3%
  • % Booked: 36.9%
  • % Successful Sale: 29.1%

The average number of workshops that get booked by her clients is 5 per year at a total of £2,000.  With 7 new clients thats an amazing £14,000 of potential new business in just one month of direct outreach on LinkedIn.

Over To You

I hope this post inspires you to try LinkedIn Direct outreach and I'd love to know how this approach works for you. If you have any questions or you encounter difficulties when trying to implement this strategy, let me know by leaving a comment!

Dec 01

How To Install The Facebook Pixel Helper Google Chrome Extention

By Chris Bedford | Advertising

If you are one of those progressive companies that can see the monumental benefits that Facebook can deliver to your local, national or international business, then you will know what a Facebook Pixel is.  If you don't know what a Facebook Pixel, don't be alarmed! Read my post on "What's all the fuss with this Facebook Pixel!".  But most companies with a website still don't install the pixel correctly or at all.  Luckily for you, Facebook still develops handy tools to make the process of verifying and troubleshooting the pixel nice and smooth!

It's called The Facebook Pixel Helper. 

Using this handy tool you can

  • Verify your pixel works properly
  • Troubleshoot common errors
  • Learn how to improve performance
  • Installing The Facebook Pixel Helper

    1. To use the Facebook Pixel Helper first make sure you have the Chrome web browser installed on your computer.

    2. Next, using the Chrome browser install the Pixel Helper from the Chrome Store. Follow the instructions on the Chrome store to install the extension in your browser.

    3. Follow the instructions on the Chrome store to install the extension in your browser. Once the Pixel Helper is installed a small icon </> will appear next to your address bar. If the icon is blue then the pixel is installed on the website that you're currently viewing. If its greyed out that means there is no pixel installed on the current website your viewing. 

    Verifying Pixel Implementation

    1. First, install the Facebook Pixel Helper Chrome Extension. After installation, navigate to your website in your Chrome browser, and click on the Pixel Helper icon.

    2. The popup will tell what pixels were found on the page, and whether they have loaded successfully. If your pixel(s) loaded successfully, it's time to start running ads with them.

    Over to you

    I hope this post inspires you to get the pixel helper chrome extension installed on your browser to test your websites pixel is functional and working correctly. If you have any questions or you encounter difficulties when trying to implement these steps, let me know by leaving a comment!

    Nov 01

    What’s all the fuss with this Facebook Pixel!

    By Chris Bedford | Advertising

    Its so small yet a monumental piece of code for your website that lets you measure, optimise and build audiences for your advertising campaigns.

    How the Facebook pixel works 

    When someone visits your website and takes an action (for example, buying something), the Facebook pixel is triggered and reports this action. This way, you'll know when a customer took an action after seeing your Facebook ad. You'll also be able to reach this customer again by using a Custom Audience. When more and more conversions happen on your website, Facebook gets better at delivering your ads to people who are more likely to take certain actions. This is called conversion optimisation.

    Setting up the Facebook pixel

    If you have access to your website's code, you can add the Facebook pixel yourself. Simply place the Facebook pixel base code (what you see when you create your pixel) on all pages of your website. Then add standard events to the pixel code on the special pages of your website, such as your add-to-basket page or your purchase page. 


    But if you prefer a developer to do this for you, look no further.  Chris Bedford Digital offers Facebook Marketing Campaigns. 

    To find out more click here