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Airgonomics

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Airgonomics' ideal customers are mid-weight sized businesses in the United Kingdom, led by owners or senior leaders seeking to bring positive change and have a budget for improvement strategies.

Audience Type

  • B2B
  • Primary customer segments: Mid-weight sized businesses, Owner-led or with strong senior leadership

Industries (if B2B)

  • Undefined. Airgonomics' service likely applies across various industries.

Needs – Primary Buying Considerations

  • Opportunities for improvement
  • Proven results and value for money
  • Compact, efficient and effective experience
  • Additional consultancy support

Demographics

  • Business Size: Mid-weight sized businesses

Psychographics

  • Leadership inclined towards positive change
  • Values efficiency and efficacy
  • Seeks consultation and support in growth strategies
  • Decision-Making Roles:
  • Primary Decision Maker: Business owner or senior leadership
  • Secondary Decision Influencers: Middle management
  • Support Roles: Other stakeholders

2. My Message to My Target Audience

Refined Elevator Pitch

  • Airgonomics empowers business owners to identify improvement opportunities by providing an efficient Core Business Audit service. We equip them with the essential tools and back them with continuous support, enabling them to confidently drive change and achieve success.

Understanding Their Pain Points

  • Difficulty identifying and harnessing opportunities for growth
  • Overwhelmed with operational inefficiencies
  • Lack of direction and support to implement positive change

Transformation

  • A streamlined, more profitable business operation
  • Confidence in decision-making and strategy implementation
  • Tangible improvement in business performance and profitability

Unique Selling Proposition (USP)

  • Excellent value for money in a cluttered consultancy marketplace
  • Proven track record of enabling positive change in businesses
  • Continuous support to encourage sustainable business improvement

Brand Values & One-Liners

  • "Unleashing your business potential"
  • "Efficiency, efficacy, and empowerment"
  • "Positive change through insightful auditing"

Tone

  • Airgonomics speaks with an encouraging and knowledgeable voice that instills confidence. We are motivational guides, staunch supporters, and champions of local business success.

Hero Text Idea

  • Flag Text: "UK Business Consultancy"
  • Main Headline: "Unlock Your Business Potential"
  • Sub Headline: "Our Core Business Audit identifies opportunities for improvement, equipping you with tools and supporting your journey towards a more prosperous future."
  • CTA: "Let's Drive Change Together"

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

Website

  • Position Wordpress site as a knowledge portal using blog posts and webinars.
  • Implement Google Analytics to track user behavior, bounce rate, and event conversions.
  • Optimize website for mobile use since B2B decision-makers often use mobile devices.

Social Media

  • LinkedIn: Share thought-leadership content, updates about webinars, and positive customer testimonials.
  • Twitter: Join conversations on business growth and efficiency, post daily.

Paid Advertising

  • LinkedIn Sponsored Content for reaching specific professional demographics.
  • Run Google Ads specifically targeted towards keywords around 'business efficiency' and 'business consultancy in the UK'.

Content Recommendations

  • Blog posts on success stories, efficiency tips, and business audit insights.
  • Whitepapers on the importance of business audits.

Podcasts

  • Guests on business-focused podcasts such as 'The Bottom Line' and 'Wake Up to Money'.

Directories

  • Register on B2B directories like Europages and Kompass.

Publications

  • Write guest articles for publications such as Business Leader and Business Matters Magazine.

Partnerships & Outreach

  • Network with Business Chambers and local business clubs for partnership opportunities.

SEO and Content

  • Focus on keywords like 'business efficiency', 'business audit', 'business consultancy UK'.
  • Regular blog posts to increase organic visibility.

Offline and Local Media

  • Attend B2B conferences and expos like The Business Show and SME Live.
  • Local newspaper ads and networking at local business events.

Online Events

  • Host webinars on business efficiency and the importance of audits.

Online Networking

  • Engage in LinkedIn Groups and business forums like UK Business Labs.

Cold Outreach

  • LinkedIn outreach to business owners. Email campaigns with valuable content and service teasers.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free guide on 'Business Efficiency Tips'
  • Webinar: 'Understanding your Business Potential with Core Business Audit'
  • Free consultation: 'Identify Opportunities for Success'

Tripwire Offer

  • Discounted 1st month of Core Business Audit service
  • One-off 'quick win' audit service with actionable recommendations
  • Low-cost micro-course on 'Implementing Change Through System Efficiency'

Welcome Sequence

  • Email 1: Thank you and download/view link (content depends on lead magnet)
  • Email 2: Intro to Airgonomics and Core Business Audit services
  • Email 3: Case study showing past successes of clients
  • Email 4: Personalized invite for free consultation or other Tripwire

Segmentation

  • Tag leads by industry, company size, and interaction level with content
  • Add a qualification question in forms to capture budget availability
  • Automatic segmentation in HubSpot based on lead source

Chatbot and Automation

  • Implement a chatbot on Wordpress site to provide instant guidance
  • Use the chatbot for further segmenting by asking pertinent questions
  • Automate follow-up sequences based on segmentation

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Hubspot
  • Automation capabilities: Automated email campaigns, chatbot functionality, form submissions, website tracking, contacts' segmentation
  • Recommended improvements: Utilize CRM's full potential in building and automating email sequences

Sales CRM

  • Current platform: Hubspot
  • Pipeline tracking or handoff process: Manual tracking of sales pipeline within Hubspot
  • Recommended upgrades: Implement automation in the sales pipeline for follow-ups and lead nurturing

Automated Follow-Ups

  • Types of automations: Post-opt-in, post-webinar, re-engagement for inactive leads
  • Frequency or triggers: Immediate follow-up post-opt-in, monthly re-engagement emails

Newsletter

  • Frequency: Bi-weekly
  • Topics or content pillars: Business efficiency tips, audit insights, case studies, webinar updates
  • Segmentation: Industry, company size, interaction level with content

Retargeting & Ads

  • Platforms and goals: LinkedIn remarketing for thought leadership content, Google Ads for service promotion

Social Media and Content

  • Posting frequency: Daily for Twitter, thrice a week for LinkedIn
  • Content type or campaign focus: Thought-leadership content, customer testimonials, webinar updates

Webinars and Events

  • Suggested cadence or purpose: Monthly webinars on topics relevant to target audience, such as business efficiency and the importance of business audits

Other Nurture Channels

  • Chatbot on the website for instant guidance and further segmentation
  • SMS for immediate updates and reminders for webinars

3. Sales Conversion Strategy

Sales Process

  • Prospect meeting (in-person or virtual)
  • Conduct needs assessment
  • Deliver personalized proposal
  • Address objections
  • Close deal
  • Send follow-up emails using CRM (Hubspot) for reminders and nurturing

Sales Assets

  • Develop a sales pitch deck for in-person meetings
  • Standardize proposal templates reflecting unique selling proposition

Testimonials and Case Studies

  • Collect customer testimonials post engagement
  • Showcase testimonials on the website, social media and in the proposals

Conversion Rate Insights

  • Use Hubspot CRM to track conversion rate
  • Aim to improve conversion rate by 10% quarter-on-quarter

Urgency and Offers

  • Provide a limited-time offer on quarterly business audits
  • Use messaging such as 'Time-bound offer to pivot your business success'

Guarantees and Risk Reversal

  • Provide a 100% money back guarantee if no opportunities for improvement are identified

Shock and Awe

  • Surprise prospects with a personalized video message post meeting
  • Send a small gift such as a productivity book upon closing the deal
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome video call with personalized Airgonomics' Core Business Audit introduction.
  • Send out onboarding package via post, includes printed welcome letter and audit methodology booklet.
  • Assign a dedicated consultant to ease clients into the business audit process.

Communication Cadence

  • Weekly video call check-ins with assigned consultant to discuss audit progress.
  • Bi-weekly email updates with a summary of findings and next steps.
  • Monthly progress report with a clear overview of the advancements and results.

Client Education

  • Interactive digital platform for audit-related training content and FAQ.
  • Facilitate quarterly webinars with relevant industry insights.
  • Send out newsletters featuring successful case studies and fresh perspectives on business improvements.

Personalized Touches

  • Celebrating milestones with personalized video messages from the consultant.
  • Birthday greetings with a small token of appreciation sourced from local UK businesses.
  • Year-end thank you note for the collaboration.

Visuals and Documentation

  • Comprehensive and visually-appealing final audit report detailing opportunities for improvement.
  • Progress update with before-and-after visuals comparing initial state of the business with improved state.
  • Monthly digital performance reports with interactive infographics.

Feedback and Proactive Support

  • Regular calls to seek feedback and address any concerns.
  • Use CRM (Hubspot) to flag potential issues proactively and address them at the earliest.
  • Bi-annual satisfaction survey with rewards for participation.

Guarantee or Promise

  • Transparent and no-hidden-cost pricing.
  • Commitment towards actionable results within a set timeframe.
  • If not satisfied, provision for a detailed re-audit to ensure every opportunity is identified.

Operational Excellence

  • Strict adherence to scheduled timelines with utmost punctuality.
  • Presentable, professional and knowledgeable consultants.
  • Clear and courteous communication using a friendly, encouraging tone.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement automatic renewals with a notice period before payment
  • Offer discounts or additional consultation hours for annual contracts

Upsells & Cross-Sells

  • Upsell an expanded 'Premium Audit' package with in-depth analysis and custom solutions
  • Cross-sell 'Implementation Support' service to help execute the audit recommendations

Bundling & Packaging

  • Introduce tiered packages (Basic Audit, Core Business Audit, Premium Audit)
  • Offer an 'Audit and Support' bundle with both Audit and Implementation Support services

Loyalty & Retention Programs

  • Launch a loyalty program where customers earn 'improvement points' redeemable against future audits or services
  • Offer exclusive content/webinars/workshops for repeat customers

Custom Services and Personalization

  • Offer a 'Custom Audit' level with services tailored to specific business needs
  • Personalize the implementation support based on the customers' unique audit outcomes

Pricing Strategy

  • Increase pricing gradually for customers demonstrating high value and engagement
  • Offer tiered pricing with improved service levels or features

Customer Data and Insights

  • Monitor customer engagement with various services to identify opportunities for upsell
  • Track churn rate and conduct exit interviews to understand reasons for discontinuation and prevent future churn

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer referrers a free one-month consultancy support.
  • Give referees an exclusive discount on their first Core Business Audit.

Shareable Assets

  • Develop pre-made social posts highlighting the benefits of Core Business Audit.
  • Design referral cards with unique tracking codes for in-person distribution.
  • Create an email template for referrers to share with potential customers.

Timing and Triggers

  • Ask for referrals after delivering the Core Business Audit report, when customer satisfaction is highest.
  • Build an automation in Hubspot to remind support teams to request referrals.

Client Success Stories

  • Request testimonials after successful audits to share on social media and website.

Referral Contests

  • Run a quarterly 'Top Referrer' contest rewarding the highest contributing referrer with additional support services.

Partner or Affiliate Programs

  • Develop partnerships with businesses in pertinent sectors to offer Core Business Audits to their clients in return for a percentage of revenue.

Thank-You Experience

  • Send a personalized thank-you note after every successful referral.
  • Offer VIP benefits to top referrers, such as priority access to new services or products.

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