LANES FOR DRAINS

LANES FOR DRAINS
LANES FOR DRAINS 2018-03-21T17:56:54+00:00

Project Description

THE PROJECT

Lanes Group are specialists in drainage and sewerage responsive repairs and maintenance. They’re also the company responsible for removing the notorious ‘Whitechapel fatberg’ from the drains of central London.

THE OBJECTIVE

Aware that Linkedin is a great platform to establish relationships with potential customers, but without the time to engage with target audiences, Lanes brought Viva on board to clear their blockage to social media success.

OUR STRATEGY

Charged with building the profile of the company, we first took the time to understand Lanes’ target markets, from hospitals and motor dealerships to the food industry.

We worked with Lanes to create short, impactful posts on key industry topics which would position senior staff members as thought leaders and appeal to followers without giving them the hard sell.

As new connections were made, we kept relationships ‘warm’ by sharing additional, relevant content with followers, reminding them Lanes was there to provide expertise and support when they needed it.

Putting the focus on reputation building has led to a steady growth in Lanes Linkedin following – and continues to yield new contracts.

THE RESULTS

Number of connections increased by 60% in 4 months

THEY SAID

Lanes adopts a long-term attitude to all social media investment we wanted to take a similar approach with Linkedin. We knew our focus for the platform needed to be on the people within Lanes, rather than the organisation itself, and tasked Viva with positioning key directors as a voice of authority in the drainage and sewerage industry.

Viva immediately understood our need to build strong connections on Linkedin using quality content rather than trying to reach as many people as possible. They also understood the need to channel the voice of an individual speaking on behalf of a company, rather than the company itself.

We have been impressed with Viva’s quick grasp of our business area and our requirements. They’re quick to respond and unafraid to ask for more information in order to create the best, most targeted content they can for us.

Michelle Ringland Head of Marketing, Lanes Group Plc

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