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ABC Company

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • European professionals working in Europe who desire to transition to remote jobs, particularly in the US tech industry. These individuals require professional level English language skills and favor a flexible, self-paced learning method.

Audience Type

  • B2C

Needs – Primary Buying Considerations

  • A self-paced, comprehensive English language course
  • Professional level English language competence
  • Personalized progress checks
  • Desire for remote jobs in the tech industry

Demographics

  • Age Range: 22-35
  • Gender: Mostly males, but also females
  • Geography: Europe
  • Income Level: Not specified
  • Profession: Professionals interested in US remote tech industry roles

Psychographics

  • Lifestyle: Busy professionals looking to transition into remote work
  • Values: Language skills, career growth, flexibility
  • Pain Points: Lack of professional English skills
  • Buying Behavior: Prone to online purchasing, receptive to personal consultations
  • Decision-Making Roles:
  • Primary Decision Maker: Individual learners
  • Secondary Decision Influencers: Not specified
  • Support Roles: Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • ABC Company empowers European tech professionals with English proficiency through a unique, flexible online course and dedicated one-on-one tutoring, enabling them to more effectively secure thriving remote work opportunities.

Understanding Their Pain Points

  • Difficulty in finding remote job opportunities due to lack of professional-level English
  • Struggling with inflexible, slow or incommunicative English language programs
  • Deep desire to advance career but language barrier is a significant hurdle

Transformation

  • Flourishing in English-demanding remote jobs
  • Gaining confidence in speaking and writing professional-level English
  • Seeing new career possibilities unfold with English language proficiency

Unique Selling Proposition (USP)

  • Personalized and self-paced online English learning program
  • Monthly one-on-one sessions with dedicated English tutors
  • Strong potential for career advancement in tech industry due to language proficiency

Brand Values & One-Liners

  • 'Unlock your potential, master English with ABC Edu.'
  • 'Elevate your tech career to new heights, the ABC way.'
  • 'Your professional growth is our success, excel with ABC Edu.'

Tone

  • ABC Company communicates with a tone that's empowering, professional and motivating, instilling a sense of ambition and clear possibility in our customers.

Hero Text Idea

  • Flag Text: 'Upgrading European Tech Pros'
  • Main Headline: 'Flourish in your remote tech career with English mastery'
  • Sub Headline: 'Learn English at your own pace and transform your potential into reality – ABC Edu is your secret weapon.'
  • CTA: 'Begin your transformation today'

3. The Media I Will Use to Reach my Target Market

Website

  • Optimize website for SEO with keyword-rich content
  • Include CTAs for one-on-one consultations and course sign-ups
  • Feature testimonials and success stories of past students

Social Media

  • Promote on LinkedIn and Facebook: these platforms are great for B2C customers, especially professionals
  • Post frequency: 3 times per week
  • Content types: Success stories, testimonials, English learning tips, previews of course material, advanced English usage in tech jargon

Paid Advertising

  • Use LinkedIn and Google Ads for targeting professionals and job seekers respectively
  • Campaign types: Lead Generation, Website Traffic
  • Ad content should highlight USPs, testimonials, and an invitation to a free session

Content Recommendations

  • Blog posts on how mastering English can enhance remote tech career prospects
  • Videos featuring snippets of online sessions and tutor interaction

Partnerships & Outreach

  • Form partnerships with job portals and universities to host webinars
  • Offer promotional codes to members of partner organizations

SEO and Content

  • Develop an SEO friendly blog focusing on benefits of learning English for remote tech jobs
  • Generate keywords encompassing 'learn English', 'remote tech jobs', 'career growth'

Online Events

  • Host webinars highlighting importance of English proficiency in securing remote jobs
  • Free English proficiency assessment for webinar attendees

Online Networking

  • Engage with audiences on LinkedIn groups and tech-focused forums
  • Promote courses in discussions related to remote work and tech industry

Cold Outreach

  • Target European professionals through LinkedIn with personalised messages
  • Email marketing to potential customers who have shown interest
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Learn English for Tech Jobs' Free kit
  • 'English Pro' Quizzes
  • 'Work in the USA' Webinar

Tripwire Offer

  • Introductory micro-course for beginners
  • Discounted first month in the main course

Welcome Sequence

  • Welcome email with the lead magnet and ABC Edu intro
  • Follow-up email with successful English learning stories
  • Third email with detailed introduction to ABC Edu course offerings and CTA

Segmentation

  • Segment by lead magnet to gauge interest areas
  • Further segment by engagement, website behavior, webinar attendance

Chatbot and Automation

  • Chatbot for website visitor engagement and Q/A
  • Automate email follow-ups based on segmentation and user engagement

2. My Lead Nurturing System

Marketing CRM

  • Current platform: ActiveCampaign
  • Automation capabilities: Email automation, segmentation, personalization
  • Recommended improvements or replacements: Continue using ActiveCampaign, but optimize segmentation and personalization strategies, and potentially explore harnessing more of its automation capabilities

Sales CRM

  • Current platform: GoHighLevel
  • Pipeline tracking or handoff process: Use GoHighLevel’s built-in pipelines and tasks and integrate with the ActiveCampaign platform
  • Recommended upgrades: None—GoHighLevel is adequately equipped, but ensure effective integration with ActiveCampaign

Automated Follow-Ups

  • Types of automations: Post-opt-in follow-up, course progress check-ins, session reminders
  • Frequency or triggers: Immediate post-opt-in email, weekly progress check-ins, day-before reminder for scheduled sessions

Newsletter

  • Frequency: Bi-weekly
  • Topics or content pillars: Success stories, step-by-step guides, English language tips, industry practices, webinar/event invites

Retargeting & Ads

  • Platforms and goals: Google Ads (to keep fostering relationships with users who've interacted with the site) and LinkedIn (for targeting professionals)

Social Media and Content

  • Posting frequency: At least 1x daily
  • Content type or campaign focus: Tips, success stories, motivational posts, course spotlights

Webinars and Events

  • Suggested cadence or purpose: Monthly webinars to provide trial lessons, Q&As, or topic-specific teachings

Other Nurture Channels

  • SMS reminders for upcoming sessions and key progress milestones

3. Sales Conversion Strategy

Sales Process

  • Map current online process and advisor consultations into a structured workflow
  • Introduce regular follow-ups after consultation or trial period to instill purchase urgency
  • Investigate possible friction points using heat mapping and session-recording tools

Sales Assets

  • Standardize scripts for advisor consultations to maintain consistent brand messaging
  • Develop more detailed course proposal for consultations and to send prospects post-consultation
  • Design compelling pitch deck for use in partnership discussions

Testimonials and Case Studies

  • Gather customer testimonials systematically post-course completion to boost social proof
  • Consider video testimonials for higher trust and authenticity
  • Highlight top testimonials on course sign-up page and in consultation proposal

Conversion Rate Insights

  • Set up CRM tracking for lead-to-conversion metrics
  • Focus on improving conversion rates from consultation to purchase

Urgency and Offers

  • Develop time-sensitive discounts or bonus modules to encourage immediate sign-up after consultation

Guarantees and Risk Reversal

  • Offer 30-day money-back guarantee to reduce risk and increase trust
  • Address common objections proactively in sales assets, such as concerns about course effectiveness or individual progress
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email with a simple guide to navigate the course platform.
  • Initial kickoff call with the designated tutor to discuss learner's goals and set clear expectations.

Communication Cadence

  • Bi-weekly email updates on course progress and tips for improvement.
  • Monthly virtual meetings for personal progress evaluation.

Client Education

  • Video tutorials to navigate the online course smoothly.
  • Weekly blog posts on industry trends and how English proficiency adds value.

Personalized Touches

  • Birthday greetings with a free bonus lesson of learner's choice.
  • Celebrate milestones like course completion, improved test scores with personalized congratulatory messages.

Visuals & Documentation

  • Share 'before and after' reports showing language proficiency progress.
  • Interactive progress tracker integrated in the course platform.

Feedback & Proactive Support

  • Monthly virtual feedback sessions.
  • Proactive troubleshooting and technical support.

Guarantee or Promise

  • 'See improvement in your English or the next month is on us' risk-free policy.

Operational Excellence

  • Ensure adherence to meeting schedules and communicate changes timely.
  • Maintain professional appearance and communication through all touchpoints.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce a renewal bonus for consecutive year subscriptions
  • Offer discount for long term (2+ years) contracts

Upsells & Cross-Sells

  • Develop an advanced course for technical jargon in English
  • Offer additional one-on-one tutoring sessions as an upsell

Bundling & Packaging

  • Bundle the basic course with extra tutoring sessions at a reduced price
  • Create a premium package including advanced courses and additional support

Loyalty & Retention Programs

  • Set up a referral program where existing customers can earn course credits
  • Launch a rewards program based on course completion and active participation

Custom Services and Personalization

  • Offer tailored learning paths based on individual needs or career goals
  • Upsell custom tutoring sessions focused on interview preparation

Pricing Strategy

  • Provide progressive discounts for customers committing to longer durations
  • Offer value-based pricing for the advanced technical English course

Customer Data and Insights

  • Use current CRM to track customer engagement and course completion rates
  • Implement an automated survey system to gather feedback and identify churn risk

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Extra one-hour tutoring sessions for referrers
  • 15% discount on next subscription for referees

Shareable Assets

  • Social media post templates with affiliate links
  • Printable referral cards with unique codes

Timing and Triggers

  • After successful tutoring sessions
  • On completion of a major course milestone

Client Success Stories

  • Video testimonials to share on social
  • Success stories blog post series

Referral Contests

  • Quarterly 'Most referrals' contest with free annual subscription prize

Partner or Affiliate Programs

  • Partnership with tech companies for employee discounts
  • Affiliate program with unique tracking codes

Thank-You Experience

  • Personalized thank-you email from tutor
  • Recognition post on ABC's social media

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