Leave spammy email and cookie-cutter banners in the past: social media and automation today represent a huge opportunity for companies ready to take a leap forward in the way they initiate, manage and convert new contacts into business.

With the right data, customization and user journey design, you can create a flow that finds your prospective customers and even starts a conversation.

A real conversation where your company can stand out with useful content and information, put in front of the right person at the right time. 

That’s exactly what we did for our client, an award-winning design company.

Their approach to manufacturing mixes Made-in-Italy craftsmanship excellence and cutting-edge engineering – and was a perfect fit for a digital marketing solution that can take the care and attention of a great salesperson and boost it with innovative communication tools.

Their clients are often architects, contractors and other professionals who consider or select the brand’s products for projects they design on popular platforms such as Archiproducts, BIMobject or SketchUp.

You can easily export lists of on-target contacts from such platforms: it’s a great start to implement a growth hacking technique known as “other people’s networks” or OPN.

But contacting each person manually would take a disproportionate amount of time and money. So, enter automation!

We defined a simple yet effective engagement flow to contact potentially interested users via their LinkedIn profiles: a friendly automated message now invites them to connect to a company representative, and offers to answer any question they may submit through an online form – where they can also easily add their personal details and subscribe to the company newsletter.

Anyone accepting the contact request is also sent a custom message with the link to a dedicated landing page, where they can request a free catalog.

Easy, right? This cost-effective solution allowed the brand to:

• Increase their LinkedIn network by 500 new contacts in just a few months, rippling into an amplified audience across the platform.

• Grow a list of emails into a privacy-compliant, rich database of contacts by offering assistance and relevant content to prospect clients, who are integrated in the existing CRM’s nurture flows.

• Create a Meta custom audience, which can be targeted effectively with subsequent re-marketing advertising to improve and strengthen brand memory.

• Establish a communication channel in line with a professional audience, with coherent messaging designed to introduce the brand to warm leads and keep it top of mind also for future conversions.