BNI India

BNI India achieved a 677% in Return on Marketing Investment YOY in 5 years leading ₹850,000+ in revenue via a holistic Digital Marketing Approach.

The Client

BNI India was established in 2004, and is among the largest regions in the BNI Global network, with over 75 countries represented.

Project Information

With 40k+ members acquired till date, we help them sustain their membership growth and manage content marketing across social media.

INDUSTRY
Business Networking, Global Franchise

SERVICES Social Media Ads, Website, SEO, Social Media (Organic)

TIMELINE
2017 till date

WEBSITE
https://bni-india.in/

Impact

677%

ROMI

5.84%

Average Lead to Acquisition YOY

31,313

No. of Leads
(5 Years)

272,468

Organic Traffic
(5 Years)

WHAT THE CLIENT HAS TO SAY

Business Objectives

CONSOLIDATING THE SOCIAL MEDIA PRESENCE

BNI India had multiple small social handles for each market, with no clear content strategy. Our objective was to consolidate these pages based on a Strategic Content Calendar powered by their marketing goals.

CONSOLIDATING & REBUILDING WEBSITES

Scion Social’s web team helped integrate 100+ regional web pages and websites under a single National website, while maintaining a unified CRM and CMS system for all BNI India regions.

CONTINUOUS LEAD GENERATION DURING THE PANDEMIC

With the national lockdown affecting this highly “in-person” business model. Scion Social’s campaigns team helped with developing an online funnel that would fuel high quality lead generation through Social Media Ads and Google PPC Campaigns.

Our Solution

Social Media Ads

Built 300+ Buyer Personas

BNI accepts only members that belong to a specific profession per chapter to avoid competition within that chapter*. These requirements were different for each region.

Our first step was to build multiple Buyer Personas for every region.

Eg: Specific regions had a vacancy for Financial Consultants. We created buyer personas of Financial Consultants within that region and utilized them during the process of creating target audiences.

*A chapter is a group of members belonging to different professions

Built a Custom Audience

Created lookalike audience from the existing member list, video view (ThruPlay), Facebook, and LinkedIn accounts based on custom audience.

We also created lists from website visitors, dropped visitors, and segregated them based on geography and the visitor journey stage.

Started an Email Nurturing Campaign

Launched an Email Nurturing Campaign for the website visitors who dropped out after completing major milestones like:

Filling up the lead form
Registering to attend an *online meeting
Attended the online meeting but did not apply to become a member

Crafting the key message in regional languages, portraying native people, and using region-specific member testimonials helped us cut through the noise and connect at a deeper level with prospects.

We split tested English language copy VS Regional and discovered that regional copy converted 48% More than English.

*BNI Online system was created during the pandemic to shift physical meetings of chapter members to an online version

Alumni Acquisition Campaign

Designed a Custom Email Sequence: For members who dropped in the last two years. As part of these nurturing email sequences, BNI members would receive valuable information about their industries, value-based content, business articles to business owners, and information about their recent wins.
Lead Nurturing Sequence For all the new leads that came into the sales funnels via social media ads. This has helped the leads to move from the consideration stage to the decision stage of the funnel. The email showed more details about the services and highlighted the best feature.

Search Engine Optimisation

BNI India’s website was revamped in 2018 to improve site infrastructure and navigation to enable easier browsing and visitor flow.

Built the new website structure on an SEO framework to increase organic search traffic and drive future growth
Deployed a fully responsive solution for all 100+ regions by integrating regional contact forms into the national website. This is backed by WordPress and CMS
Drove conversions by reworking the visitor flow to enable them to become leads and ultimately register for attending meetings online.
Uploaded more than 500 blogs over the last 5 years that are rich with SEO content that drives organic traffic and users