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Alex Lamond Nutrition

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Professional fighters, both male and female, aged 20-29 seeking customised, stress-free nutrition plans.

Audience Type

  • B2C
  • Personal Trainers, Athletes

Needs – Primary Buying Considerations

  • High quality nutrition advice
  • Stress-free weight management

Demographics

  • Age Range:20-29
  • Gender:Both
  • Geography:Australia
  • Income Level:Medium to High
  • Profession:Professional Fighters, Coaches, Personal Trainers

Psychographics

  • Lifestyle:Active, Physical training
  • What they value:Performance, Health, Time
  • Pain Points:Making weight, Time management
  • Buying Behavior:Responsive to lead magnets, consultations via Instagram DMs

Decision-Making Roles

  • Primary Decision Maker:Client themself

2. My Message to My Target Audience

Refined Elevator Pitch

  • Alex Lamond Nutrition offers fighters customised nutrition plans with full support, taking all the stress out of making weight. Now you can feel at your peak and make weight with ease.

Understanding Their Pain Points

  • The struggle of maintaining a strict diet to make weight
  • Feeling physically stressed due to improper nutrition
  • Lack of personalised support in managing weight

Transformation

  • Stress-free weight control through customised plans
  • Increased performance through targeted, high-quality nutrition
  • Heightened confidence in and out of the ring due to proper weight management

Unique Selling Proposition (USP)

  • Personalised, strategic diet planning from an expert sports dietitian
  • Even access to a catalogue of 200+ recipes, guides, and ebooks
  • Personal support system eases the weight-making process, unlike traditional cookie-cutter plans

Brand Values & One-Liners

  • "Nutrition crafted for your fight"
  • "Strengthen performance, lighten the weight stress"
  • "Your corner man for nutritional success"

Tone

  • Alex Lamond Nutrition speaks with a direct, confident, and encouraging tone. We're the friendly cornerman, offering sturdy support and insight to reassure and empower fighters.

Hero Text Idea

  • Flag Text: Nutrition for Australian Fighters
  • Main Headline: Unleash Your True Strength with Customised Nutrition
  • Sub Headline: Fuel your fights and navigate weight control with our expert sports dietitian. Empowering fighters to feel confident and perform smarter.
  • CTA: Fight Smarter, Start Now

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

Website

  • Optimise for mobile as target audience falls into 20-29 age group where mobile usage is higher
  • Track user engagement using Google Analytics
  • Incorporate webchat for real-time communication

Social Media

  • Primary focus on Instagram due to existing successful sales process
  • Secondary focus on Twitter for wider exposure to the fitness community
  • LinkedIn for professional networking and industry credibility
  • Publishing frequency: daily Instagram posts, 3 tweets per day, 2 LinkedIn posts per week

Paid Advertising

  • Utilize Instagram and Facebook ads targeting 20-29 year old athletes
  • Promote lead magnets to gather potential leads
  • Google Adwords campaign targeting keywords related to nutrition plans for fighters

Content Recommendations

  • Blog posts detailing success stories of fighters using Alex's nutrition plans
  • Behind-the-scenes Instagram stories of recipe development
  • Interviews with clients sharing their weight management journey

Podcasts

  • Start a podcast discussing nutrition for fighters and interview industry experts
  • Consider guest appearances on podcasts like Fight Strength Podcast

Directories

  • Register with relevant industry directories such as Sports Nutrition Association

Publications

  • Pursue features in industry publications like the Australian Boxing Journal
  • Write guest posts for fitness and health blogs like the Exercise Nutritionist Australia

Partnerships & Outreach

  • Consider mutual referral partnerships with local boxing gyms
  • Network with personal trainers who can recommend the service to their clients
  • Propose sponsored events at local fitness expos

SEO and Content

  • Invest in a keyword strategy focusing on 'nutrition plans for fighters'
  • Write regular SEO-optimized blog posts to improve search engine ranking

Offline and Local Media

  • Sponsoring local fighting events
  • Distributing flyers in local gyms and sporting clubs

Online Events

  • Host webinars on specific nutrition topics for fighters

Online Networking

  • Join relevant fitness and nutrition forums like Ausbb- Australian Bodybuilding Forum
  • Engage in UFC and Boxing subreddits on Reddit

Cold Outreach

  • Email outreach to gyms and boxing clubs offering partnerships
  • LinkedIn messages to celebrity fitness trainers offering collaborations
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Fighter's Nutrition Guide': A downloadable guide with basic nutrition advice for fighters.
  • 'Weekly Recipe Email': A new recipe every week, from the vast catalogue, emailed directly.
  • 'Nutrition Quiz': A questionnaire to identify their nutrition gaps and get customized recommendations.

Tripwire Offer

  • '1 Week Trial': Nominal priced trial for one week to experience the membership.
  • 'Diet Plan Evaluation': Review their current nutrition and provide professional feedback.

Welcome Sequence

  • Welcome email: outlining what to expect from the membership.
  • Triggered emails: when they download lead magnets or join the trial.
  • Reminder email: A 'last chance' notification before trial ends.

Segmentation

  • Tag leads based on the lead magnet they opted for.
  • Segregate leads who go for the trial offer separately for focused follow-ups.

Chatbot and Automation

  • Implement chatbot on website to handle basic queries round the clock.
  • Use GoHighLevel automation for lead follow-up and conversion.

2. My Lead Nurturing System

Marketing CRM

  • Current platform: GoHighLevel
  • Automation capabilities: Email marketing, SMS marketing, CRM, Sales funnels
  • Recommended improvements: Optimize automation sequences, segment lists for targeted communication

Sales CRM

  • Current platform: GoHighLevel (integrated with website)
  • Pipeline tracking process: Lead magnet capture -> Instagram DM conversation -> conversion
  • Recommended upgrades: Implement a tagging system to efficiently track leads

Automated Follow-Ups

  • Email sequence following lead magnet downloads (trigger: lead magnet download)
  • Instagram DM conversation following lead magnet download (trigger: lead magnet download)
  • Reminder email sequence for trial ending soon (trigger: nearing trial end)

Newsletter

  • Frequency: Monthly
  • Topics: Success stories, nutrition tips specific to fighters, new recipes, guides, and ebooks update

Retargeting & Ads

  • Instagram ads and Facebook ads (goal: lead generation)

Social Media and Content

  • Instagram: Daily posts, stories featuring behind-the-scenes and client testimonials
  • Other platforms: Secondary focus - Twitter & LinkedIn

Webinars and Events

  • Webinars: Bi-monthly webinars on specific nutrition topics for fighters, Promote through social media and email newsletters

Other Nurture Channels

  • Chatbots on website to facilitate initial queries, Support system via Instagram and Direct mail

3. Sales Conversion Strategy

Sales Process

  • Expand lead magnet strategy to increase initial interest
  • Automate Instagram DM convo by setting up pre-written responses addressing common queries
  • Introduce a post-DMs free nutrition consultation call to establish trust
  • Transition from call to member sign-up with a direct, seamless link or process

Sales Assets

  • Develop Instagram DM sales script with right mix of personal touch and automated responses
  • Create SOP for conducting nutrition consultation calls
  • Build a standardized proposal for group memberships (for gyms/clubs)
  • Develop eBook or Locator tool as lead magnet to improve initial conversion

Testimonials and Case Studies

  • Promote collecting testimonials after clients have experienced initial success with the plan
  • Feature testimonials on website home page and Instagram stories
  • Create case studies of successful weight management and performance stories

Conversion Rate Insights

  • Monitor conversion rate from DMs to consultation calls and calls to member sign-ups using CRM
  • Test and optimize Instagram ad copy for lead magnets to improve conversion rates

Urgency and Offers

  • Promote limited time offers on Fighters Membership to encourage sign-ups
  • Use a countdown for time-bound promotions on website and Instagram

Guarantees and Risk Reversal

  • Introduce a 30-day money back guarantee to overcome initial hesitation

Shock and Awe

  • Send new members welcome gift cards to reaffirm decision
  • Existing members could receive surprise bonus content or recipes. This further builds trust and encourages loyalty.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with access details and step-by-step instructions
  • Introduction video from Alex Lamond, explaining the program methodology and next steps

Communication Cadence

  • Weekly nutrition plan updates via email
  • Monthly member check-in calls to discuss progress and challenges
  • Emergency Access to Dietitian in case of challenges making weight

Client Education

  • Access to online hub with guides, eBooks, and 200+ recipes
  • Monthly educational webinars on nutrition, performance, and weight management

Personalized Touches

  • Personalized birthday messages with a surprise workout or diet tip
  • Celebrate milestones (e.g., weight goals, fight victories) with social media shoutouts

Visuals and Documentation

  • Email progress reports every month with visual charts
  • Before and after photos shared (with permission) to motivate the community

Feedback and Proactive Support

  • Regular online surveys for feedback on plans and support
  • Designated customer support channel for quick resolution of issues

Guarantee or Promise

  • 'See the Difference' 30-day money-back guarantee

Operational Excellence

  • Strict adherence to weekly update schedule and monthly call calendar
  • Professional behavior from all staff, upholding the brand's image and values

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer a 12-month subscription option with a discount
  • Encourage auto-renewals through CRM campaigns

Upsells & Cross-Sells

  • Develop premium content (advanced guides, ebooks) as add-ons
  • Offer direct consultation upsells on plans

Bundling & Packaging

  • Bundle consultation services with recipes/guides for premium packages
  • Offer tiered memberships (basic, premium, VIP)

Loyalty & Retention Programs

  • Create reward points for renewals and referrals
  • Gamify progress tracking for members to promote engagement

Custom Services and Personalization

  • Offer premium members a personalized meal planning service
  • Create personalised weight management tracking and support tier

Pricing Strategy

  • Allow monthly premium members to switch to annual plan at a discount
  • Offer price reduction for referrals

Customer Data and Insights

  • Usage tracking for content (recipes, guides) to understand popular items for potential upsells
  • Monitor churn rate closely and develop customer retention strategies

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • $10 discount on next week's subscription for every referred sign-up.
  • Referees receive a bonus ebook on hydration management.

Shareable Assets

  • Shareable Instagram stories with personal success narratives.
  • Referral cards for in-person networking at training centers or events.

Timing and Triggers

  • Ask for referrals after two consecutive weeks of weight goals met.
  • CRM automation sends referral email upon three successful sign-ups.

Client Success Stories

  • Collect testimonials after major matches/wins and share on social channels.
  • Highlight different client journeys in monthly newsletter.

Referral Contests

  • Run a quarterly 'Help a Fighter' challenge rewarding most referrals with free month subscription.

Partner or Affiliate Programs

  • Affiliate program with personal trainers targeting our demographic, tracked via GoHighLevel.

Thank-You Experience

  • Surprise top referrers with branded merch.
  • Public recognition of top referrers on social media.

Take Your Marketing Plan to the Next Level

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