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Accountable Business Solutions

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  3. Execute it (start with ONE section)

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Established small business owners aiming to improve and strategically scale their operations.

Audience Type

  • B2B
  • Small Business Owners

Industries (if B2B)

  • A variety of industries as long as the business is established and looking for growth

Needs – Primary Buying Considerations

  • Desire to improve cash flow and profits
  • Interest in forward-looking business strategies rather than backward-looking
  • Need for holistic business advisory services

Demographics

  • Age Range: Established business owners (30-60 years old)
  • Gender: Not specific
  • Geography: Undefined
  • Income Level: $120,000 - $1 Million annually
  • Profession: Business owners
  • Business Size: Small - Midsize businesses

Psychographics

  • Lifestyle: Entrepreneurial
  • What they value: Strategic growth, scaling by design, financial security
  • Pain Points: Unpredictable cash flow, inefficiencies in business operations, lack of future planning
  • Buying Behavior: Values strategic partnerships with business improvement potential
  • Decision-Making Roles:
  • Primary Decision Maker: Business owner
  • Secondary Decision Influencers: None specified
  • Support Roles: None specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • Accountable Business Solutions provides established small business owners with holistic advisory services. Through forward-looking guidance, we improve cash flow, profit, and overall strategic direction, enabling business owners to steer their future with confidence.

Understanding Their Pain Points

  • Difficulty in managing cash flow efficiently
  • Struggling with strategic direction and future goals
  • Lack of forward-looking financial advice

Transformation

  • Increased cash flow and profit
  • Clear strategic direction and future planning
  • Freedom from financial worries

Unique Selling Proposition (USP)

  • Forward-looking guidance instead of backward-looking review
  • Integrated services spanning banking, retirement, taxes, and cash management
  • Proven methodologies for course correction and strategic growth

Brand Values & One-Liners

  • 'Grow your business, by design.'
  • 'Providing smart answers to tough challenges.'
  • 'Your purposeful pathfinder to financial freedom.'

Tone

  • Accountable Business Solutions speaks with an authoritative, empowering, and clear voice. We strive to evoke feelings of trust, confidence, and optimism for the future.

Hero Text Idea

  • Flag Text: Your Trusted Business Advisor
  • Main Headline: Steer Your Future
  • Sub Headline: Let's leverage our holistic advisory to improve cash flow, strategic direction, and secure your future.
  • CTA: Start Steering Today

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

Website

  • Update website with strategic keywords related to holistic business advisory services
  • Track conversions such as 'Contact Us' form submissions and newsletter signups
  • Focus on optimizing website for both desktop and mobile viewing

Social Media

  • LinkedIn: post company news, industry trends, and thought leadership content 2x per week
  • Twitter: share industry news and interact with other local businesses daily

Paid Advertising

  • Start a Google PPC campaign focused on keywords related to holistic business advisory
  • Consider LinkedIn Sponsored Content to reach target audience of established business owners

Content Recommendations

  • Blog posts focused on topics such as 'Improved Cash Flow Strategies', 'Profit Optimization Techniques', and 'Future-Proofing Your Business'

Podcasts

  • Consider guest appearing on 'The Small Business Show' and 'Entrepreneurial Thought Leaders' podcasts

Directories

  • List the business on directories like YellowPages, B2B Yellow Pages, and Yelp for Business

Publications

  • Attempt to get featured or contribute to magazines such as Inc., Entrepreneur, and the Wall Street Journal

Partnerships & Outreach

  • Partner with local banking institutions, retirement planners, tax experts for cross-promotion

SEO and Content

  • Regularly publish SEO-friendly blog posts on business growth strategies and financial planning
  • Optimize all website content for relevant keywords

Offline and Local Media

  • Sponsor local small business events to increase brand visibility
  • Distribute flyers at networking events

Online Events

  • Host monthly webinars on topics like 'Business Scaling By Design', 'Cash Flow Management'

Online Networking

  • Participate in online communities for entrepreneurs like Entrepreneur's Organization, Vistage

Cold Outreach

  • Reach out to established business owners on LinkedIn and email proposing a discovery meeting
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • A free downloadable guide on '5 Tactics to Improve Cashflow and Profitability'
  • A free webinar on 'Strategic Business Growth & Scaling By Design'
  • A finance health-check tool to assess the current financial status of a business

Tripwire Offer

  • A discounted initial consultation or 'Business Growth Health Check' evaluation
  • A reduced-cost first month of advisory services
  • A premium whitepaper for a minimal fee covering 'Future-Proofing Your Business'

Welcome Sequence

  • Email 1: Welcome and introduction to Accountable Business Solutions
  • Email 2: Detailing the benefits customers can expect
  • Email 3: Case studies of how past clients have improved their business
  • Email 4: Call to action to book a discovery meeting or purchase a service

Segmentation

  • Categorize leads based on industry
  • Segment by business size and revenue
  • Tag contacts by their interaction with lead magnets and tripwire offers

Chatbot and Automation

  • Implement a chatbot to answer common questions and schedule discovery meetings
  • Set automation to send follow-up emails after lead magnet download or tripwire purchase

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: HubSpot, for its marketing automation capabilities and being suitable for the average, monthly revenue
  • Automation capabilities needed: Email and SMS automations, landing pages, forms, advertising, social media, and blog posts
  • Integrations with website and social media platforms

Sales CRM

  • Recommended platform: Pipedrive due to its ease of use, affordability, and smoother transition phase for teams unfamiliar with CRM tools
  • Ability to document discovery meeting notes and track potential clients
  • Use to monitor conversion rates and assess effectiveness of marketing strategy

Automated Follow-Ups

  • Automations for engagement shortly after lead magnet download or tripwire purchase
  • Triggers: downloaded lead magnet, scheduled discovery meeting, made tripwire purchase

Newsletter

  • Monthly frequency, focus on case studies, business tips, and industry trends
  • Segmentation: by industry and business size

Retargeting & Ads

  • Google Ads, LinkedIn Sponsored Content for established business owners' reach
  • Remarketing campaigns for visitors of the website and individuals that engaged with lead magnets/tripwires

Social Media and Content

  • Posting twice a week on LinkedIn and daily interaction on Twitter
  • Content focus: Thought leadership, industry news, company updates

Webinars and Events

  • Monthly webinars on subjects like improving cash flow and profit, steering business future
  • Invitations sent through email automation

Other Nurture Channels

  • Implementation of a chatbot for instant response and discovery meeting scheduling
  • Automated SMS reminders for upcoming webinars and discovery meetings
  • Follow-up calls after discovery meetings
  • Email sequences for leads that show high engagement but do not convert

3. Sales Conversion Strategy

Sales Process

  • Begin with a discovery meeting to ascertain business fit
  • Present comprehensive advisory plan showcasing success roadmap
  • Discuss potential improvements in cash flow and strategic direction
  • Limit customer intake per quarter to maintain exclusive service quality

Sales Assets

  • Create a compelling sales deck to present in discovery meetings
  • Develop a repeatable meeting script that communicates value-add of services

Objection Handling

  • Draft an objection-handling script addressing usual concerns about cost, implementation, and results

Testimonials and Case Studies

  • Regularly request testimonials from satisfied clients and display on website
  • Develop in-depth case studies demonstrating positive business impacts

Conversion Rate Insights

  • Implement conversion tracking on 'Contact Us' form for website performance evaluation

Urgency and Offers

  • Communicate limited customer intake per quarter to drive urgency
  • Offer complimentary initial consultation for potential clients to encourage faster signup

Guarantees and Risk Reversal

  • Introduce 30-day money back guarantee on initial service package to build trust

Shock and Awe

  • Include a personalized welcome gift for new clients (branded gift, book, etc.)
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with a personalized video message outlining our journey together.
  • Kickoff call with the client to align expectations and ensure a smooth start.
  • Sending a Welcome Kit physical package with a planner, trust-building testimonial booklet and few branded goodies.

Communication Cadence

  • Bi-weekly check-in emails summarizing progress and future steps.
  • Scheduled monthly calls for in-depth discussion and strategy alignment.
  • Quarterly video meetings aimed at future planning and strategic alignment.
  • Clear, proactive updates through emails supplemented with secure document sharing.

Client Education

  • Regularly updated knowledge hub with resources related to business growth and management.
  • Documented business case studies on our website for effective learning and inspiration.
  • Webinars and workshops on critical subjects like cash management, strategic planning, and tax strategy.

Personalized Touches

  • Customized gifts based on the personality and preferences of the client.
  • Celebrating business achievements and milestones with handwritten notes or digital celebrations.
  • Year-end 'Thank You' hampers expressing gratitude and summarizing shared victories.

Visuals and Documentation

  • Regular business health-check reports to track progress and visualize improvement.
  • Yearly before-and-after comparison infographics highlighting business improvements.

Feedback and Proactive Support

  • Quarterly satisfaction surveys to gather feedback and discover any hidden issues.
  • Personalized responses to any feedback received and immediate action for service recovery.

Guarantee or Promise

  • An initial 90-day risk-free period, with a money-back guarantee if we don't meet set KPIs.
  • Promise to steer the future of their business successfully or, we'll work for free until we do.

Operational Excellence

  • Strict adherence to schedules and deadlines to respect client's time.
  • Maintaining professionalism and integrity in all communications and actions.
  • High-quality, easy-to-understand reporting and financial documentation.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement a loyalty discount for annual contract renewals
  • Provide incentives for longer-term contracts such as 2-3 years

Upsells & Cross-Sells

  • Bundle accounting, payroll, and tax compliance as an upgrade
  • Offer financial advisory or strategy sessions as an upsell

Bundling & Packaging

  • Develop a tiered service package: Basic (Advisory), Premium (Advisory + Compliance), VIP (Extended services)

Loyalty & Retention Programs

  • Implement a referral program rewarding customers for bringing in new clients
  • Start an exclusive 'Accelerate' mastermind group for premium and VIP clients

Custom Services and Personalization

  • Offer personalized financial strategy sessions or tailored reports for VIP members
  • Introduce white-glove onboarding for new, high-tier clients

Pricing Strategy

  • Provide discounted rates for upfront annual payment
  • Offer a value-based pricing model with the option to add services as needed

Customer Data and Insights

  • Set up a CRM to gather customer data and insights
  • Use data to identify upsell opportunities and potential churn risks

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a discount on next month's advisory fee for every referred sign-up
  • Offer new referrals a free one-hour consultation

Shareable Assets

  • Develop branded digital referral cards with distinct QR codes tracking referrals
  • Prepare tailored social media posts for clients to share on LinkedIn and Facebook

Timing and Triggers

  • Send an automated email to clients after a successful advisory session prompting a referral
  • Delivery of quarterly financial review/completion of tax return times to ask for referrals

Client Success Stories

  • Regularly collect and share success stories to inspire referrals and establish credibility
  • Use the website/blog to highlight a Client of the Month and their success story

Referral Contests

  • Implement a semi-annual Referral Contest, awarding a free service month for the client with most referrals

Partner or Affiliate Programs

  • Partner with other local B2B service providers, trading referrals and client leads

Thank-You Experience

  • Send a handwritten note and a small gift to thank clients for referrals
  • Publicly recognizing top referral clients in newsletters and social media

Take Your Marketing Plan to the Next Level

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