Lean Marketing

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

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

ABC Company

Your 1-Page Marketing Plan is Ready!