Sneak Peak:
Read this case study to know how a moving company used LinkedIn Sponsored Content & InMails for driving quality leads & brand engagement for franchise opportunities using from LinkedIn and could achieve a 150% increase in traffic and 2 times increase in conversions
Company: YouMoveMe
Industry: Movers & Packers
Tool Used: LinkedIn Marketing
Result: 150% increase in traffic and 2 times increase in conversions
Business Type: B2B/ B2C
The Brand & the Story
The Vancouver based moving company; You Move Me was launched in April 2013 by Brian Scudamore, founder and CEO of 1-800-GOT-JUNK? The company helps its customers in easy & smooth relocation that includes everything from moving boxes to packing specialists and movers. Brian Scudamore planned to launch this company after he experienced a challenging move with his family. The company as of now has 34 franchises in Canada and the United States.
YouMoveMe powers U.S. expansion by targeting content to entrepreneurs as well as sales and real estate professionals. The company wanted to achieve qualified leads for franchise opportunities as well as target campaigns to professionals in key industries and experience levels. The moving & packing brand turned to LinkedIn and picked Sponsored Content and InMails for highlighting connection to 1-800-GOT-JUNK? brand together with personal messages from CEO.
With the help of LinkedIn Sponsored Content and InMails, the company could increase average LinkedIn engagement rate for Sponsored Content by 3 times while achieving a 150% increase in traffic to You Move Me franchise webpage and 2X conversion for leads from LinkedIn.
Reaching the right segment of the audience
YouMoveMe has already been using social media for building its brand among consumers and highlighting its business growth, since the company was incepted. When the company decided to expand its network of franchise locations in the United States, it turned to social media for promoting itself to potential franchise owners, progressing the franchise publications & online news portals that it mainly used as platforms for advertising.
“While we got some interest from the franchise news sources, we didn’t find as many qualified leads—they were tire kickers,” says Brian Scudamore, CEO of You Move Me. “We had no way to target our messages and talk to the people most likely to want to buy a You Move Me franchise.” This kind of person, Scudamore says, was most likely working in transportation, sales, real estate, or other entrepreneurial industries, and had been in their career for 10 to 15 years. “They might be looking for a change from corporate life, or for the chance to own their own business,” Scudamore explains.
The main reasons that led YouMoveMe’s marketing team to LinkedIn was bringing the opportunity to the place where these targets were conducting their business as well as researching new opportunities.
“With LinkedIn, we pinpointed who we wanted to reach, in a place where people are doing business all day,” Scudamore says. “We could also leverage the 1-800-GOT-JUNK? brand, which would give people confidence in the opportunity and make them want to learn more.”
Delivering the messages based on industry, location, and experience
The marketing team at YouMoveMe settled o using Sponsored Content for reaching potential franchise owners that allowed relevant offers & updates to show beside organic content in members’ LinkedIn feeds.
“We placed our messages about You Move Me directly in front of the people most likely to respond to the opportunity,” Scudamore says.
The team focused on delivering the content to the LinkedIn members with 10-15 years of experience in key industries and to those who were located in geographic areas where the brand wanted to set up franchises.
Advertising the new business opportunity and the connection to the 1-800-GOT-JUNK? Brand, the Sponsored Content also paid attention to a personal pitch from Scudamore.
“We like to talk about how our franchise owners help build the business—we’re not just trying to sell them something,” Scudamore explains.
“LinkedIn Sponsored Content and InMails have brought more potential franchise owners to our website than any other marketing campaign we’ve done. What’s more, we’re receiving qualified leads that are far more likely to turn into You Move Me franchise owners.”
Generating qualified leads with higher conversion
The targeting capabilities & creative tools offered by LinkedIn for reaching out to the right professionals at the right time helped YouMoveMe in effectively attracting a new audience of possible franchise owners.
While Sponsored Content helped the brand in increasing the engagement rates by 3 times higher than average LinkedIn benchmarks, InMails helped them in achieving a clickthrough rate that was 2 times the average rates as well as open rates 5 times the average.
The high rates of engagement not just helped the brand in translating it into quality leads but also these leads generated from LinkedIn converted at twice the rate of other leads. As far as traffic to the You Move Me franchise development webpage is concerned, it increased by 150%.
Highlights of the campaign:
- 3X average LinkedIn engagement rate for Sponsored Content
- 150% lift in traffic to You Move Me franchise webpage
- 2X conversion for leads from LinkedIn
Words by Brian Scudamore, Founder and CEO, 1-800-GOT-JUNK? and You Move Me
“A similar personal tone was used for LinkedIn InMails sent to those in senior roles in the real estate industry and in sales. The InMail came from Scudamore with a subject line reading, “Would love to connect re: my next venture.” When members clicked through on Sponsored Content and InMails, they were taken to You Move Me’s franchise development web page.”
“LinkedIn Sponsored Content and InMails have brought more potential franchise owners to our website than any other marketing campaign we’ve done.”
