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Back Office People

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Small business owners in the creative and technopreneur sectors who need help with their QuickBooks Online for better financial understanding and business improvement.

Audience Type

  • B2B
  • Small business owners who are creatives or technopreneurs

Needs – Primary Buying Considerations

  • Accurate and comprehensible bookkeeping
  • Improved business operation through better financial data

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: Not specified
  • Income Level: Business revenue between $60,000 and $360,000 annually
  • Profession: Small business owners in creative and tech industries
  • Business Size: Small businesses

Psychographics

  • Lifestyle: Busy with operations, would rather not spend weekends wrangling with accounting
  • What they value: Understanding their financial data, time saved, humor, and patience
  • Pain Points: Difficulties in managing and understanding QuickBooks Online
  • Buying Behavior: Value-based buying
  • Decision-Making Roles:
  • Primary Decision Maker: Business owner
  • Secondary Decision Influencers: Not specified
  • Support Roles: Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • Back Office People liberates small business owners from weekend accountancy crises. We simplify QuickBooks, delivering accurate, understandable data, and democratize financial knowledge for better business decisions.

Understanding Their Pain Points

  • Over-complication of QuickBooks Online and time-consuming data wrangling
  • Stuck in a cycle of weekend bookkeeping tasks
  • Struggling to interpret and utilize financial data for business improvements

Transformation

  • Confident understanding and efficient use of QuickBooks Online
  • Reclaimed personal time, freed from weekend bookkeeping
  • Informed decision-making through clear, actionable financial data

Unique Selling Proposition (USP)

  • Exceptional QuickBooks Online expertise and education
  • Customized, value-priced monthly packages based on a comprehensive Deep Dive analysis
  • Relatable service delivery fused with humor and patience, outshining conventional, sterile competitors

Brand Values & One-Liners

  • "Take back your weekend with Back Office People."
  • "Democratizing QuickBooks for small business owners."
  • "Turning financial data into your superpower."

Tone

  • Our brand radiates a fusion of professional expertise with a dash of humor. We empower small business owners, alleviating their accountancy stress, and reinstating harmony in work-life balance.

Hero Text Idea

  • Flag Text: Your QuickBooks Lifeline
  • Main Headline: Liberate Your Weekends from QuickBooks Stress
  • Sub Headline: We simplify and demystify your finances, so you can focus on running your business. Regain your weekend and power your decisions with clear, usable financial data.
  • CTA: Start Your QuickBooks Rescue Today

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

Website

  • Optimize Squarespace website for mobile viewing
  • Use Google Analytics to track visitor behavior and conversions
  • Offer a strong call-to-action on landing page

Social Media

  • Regular posting (3x weekly) on LinkedIn with content relevant to small business owners
  • Leverage humor in posts to stand out and attract attention

Paid Advertising

  • Google Ads targeting keywords related to QuickBooks and small business accounting
  • LinkedIn sponsored posts to target professionals

Content Recommendations

  • Blog posts on how to simplify QuickBooks, benefits of outsourcing bookkeeping
  • Helpful tips for small business owners working with QuickBooks

Podcasts

  • Guest appearances on podcasts such as 'Entrepreneur on Fire' or 'Breaking Down Your Business'

Directories

  • List business on Quickbooks Proadvisor directory

Publications

  • Submit guest articles in publications like 'Small Business Trends' or 'Entrepreneur'

Partnerships & Outreach

  • Collaborate with small business networking groups for speaking engagements
  • The NXGN online platform to reach small-size technology startups

SEO and Content

  • Focus on SEO keyword 'QuickBooks Help' and similar phrases to improve organic visibility

Offline and Local Media

  • Local networking events for small business owners
  • Direct mail campaign targeting local small businesses

Online Events

  • Webinars to teach small business owners how to use QuickBooks more efficiently

Online Networking

  • Engage in relevant discussions on small business forums such as the Quickbooks Community forum

Cold Outreach

  • LinkedIn outreach to founders of small businesses in creative and tech industries
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Guide: 'QuickBooks Simplified for Small Business Owners'
  • Interactive Quiz: 'Is Your Bookkeeping Holding Your Business Back?'
  • Webinar: 'How to Maximize QuickBooks for Business Growth'

Tripwire Offer

  • Low-cost QuickBooks Setup service for new businesses
  • Discounted 'QuickBooks Essentials' Training Program

Welcome Sequence

  • Email 1: Welcome and introduction, restate benefits and USP
  • Email 2: Testimonial case study, introduce Tripwire Offer
  • Email 3: Educational content (from blog), soft sell on core offer

Segmentation

  • Segment based on needs (Training / Setup / Monthly maintenance / Deep Dive Review)
  • Segment based on business type (Creatives / Technopreneurs)

Chatbot and Automation

  • Automate lead magnet delivery via Email Marketing System
  • Use chatbot for initial inquiry handling on website

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Undisclosed
  • A comprehensive platform like activeCampaign would suffice due to its automation capabilities and segmentation.

Sales CRM

  • Current platform: Undisclosed
  • Pipeline tracking with Pipedrive could improve the handoff process.

Automated Follow-Ups

  • Post-opt-in automatic email with a welcome message.
  • Triggers for follow-ups: form submission, webinar signup, questionnaires.
  • Reactivation of inactive leads with personalized offers.

Newsletter

  • Frequency: Biweekly
  • Topics: accounting tips, small business finance, QuickBooks updates and how-to guides, case studies.

Retargeting & Ads

  • Google remarketing and LinkedIn lead ads, targeting small business owners in creative and tech industries.

Social Media and Content

  • Consistent 2x weekly posts on LinkedIn.
  • Content focus: QuickBooks tips, client success stories, business finance insights.

Webinars and Events

  • Monthly webinars on QuickBooks optimization and small business finance.

Other Nurture Channels

  • Chatbot implementation on the website for quick inquiries and automated responses.

3. Sales Conversion Strategy

Sales Process

  • Simplify the contact form on the website for easier lead capture.
  • Implement a CRM system for structured follow-up.
  • Use automated email templates for faster initial engagement.
  • Consider an online scheduler for booking calls to ease the process.
  • Develop a standard questionnaire to gather important information for the Deep Dive Review.

Sales Assets

  • Develop engaging, value-oriented pitch deck for the Deep Dive Review.
  • Create well-defined packages with clear pricing and benefits.
  • Develop sales scripts that incorporate humor and patience, the unique traits of Back Office People.

Objection Handling

  • Develop objection-handling scripts for common concerns such as pricing, time investment, and effectiveness.
  • Offer a satisfaction guarantee to address risk-related concerns.

Testimonials and Case Studies

  • Implement a process to gather testimonials post-service.
  • Create case studies demonstrating success with small business owners.
  • Feature testimonials and case studies prominently on website and sales materials.

Conversion Rate Insights

  • Track conversion rates from initial contact to signed contract.
  • Continuously optimize sales process steps based on conversion data.
  • Focus on improving weakest parts of the sales funnel first.

Urgency and Offers

  • Offer limited-time discounts or added value for fast action takers.
  • Tailor seasonal offers for end of fiscal year or tax season.
  • Use scarcity messaging for packages (limited slots each month).

Guarantees and Risk Reversal

  • Offer a satisfaction guarantee showing commitment to client success.
  • Highlight this guarantee prominently during sales process to alleviate risk concerns.
  • Provide easy process for clients to demand guarantee if needed.

Shock and Awe

  • Send a small, branded thank-you gift (e.g., stress ball, coffee mug) post-signup.
  • Include handwritten note expressing excitement to start working together.

Follow-up Automation

  • Set automated follow-up reminders in CRM for leads who don't immediately convert.
  • Personalize follow-up emails based on information gathered during initial conversations.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Warm welcome and introduction email, introducing their dedicated advisor
  • A kickoff call to discuss the Deep Dive analysis and package options
  • Clear communication about the next steps and the timeline for getting their QuickBooks Online into shape
  • Creation of a personalised dashboard within their QuickBooks Online account

Communication Cadence

  • Weekly check-ins by email outlining what has been done and the next steps
  • Optional WhatsApp group for urgent queries
  • Monthly video catch-ups to discuss progress and answer questions

Client Education

  • Regular blog posts with tips and tricks for understanding QuickBooks Online
  • FAQ documents to answer recurring client questions
  • Short training videos to better understand specific features and report interpretation

Personalized Touches

  • Birthday emails thanking them for being a valued client
  • Handwritten thank you note after the Deep Dive completed
  • Acknowledgement of business milestones with emails or calls

Visuals and Documentation

  • Before and after snapshots of their QuickBooks Online dashboard
  • Present Excel spreadsheets with income, expenses, profits, and projections
  • Visual progress updates on the personal dashboard

Feedback and Proactive Support

  • Annual client satisfaction survey
  • A dedicated email line for complaints and queries
  • Regular proactive inspection of accounts to pre-empt possible issues

Guarantee or Promise

  • Service guarantee: 'See clear progress in one month or your money back'
  • Promise of accurate, comprehensible, value-driving financial data

Operational Excellence

  • Prompt replies within 24 hours
  • Respect for client privacy and confidentiality
  • Consistent humor and patience in all communications

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer discounted annual contracts to incentivize long-term commitment

Upsells & Cross-Sells

  • Develop an upsell for quarterly or biannual financial strategy sessions
  • Offer add-on services such as payroll or tax preparation

Bundling & Packaging

  • Create tiered service packages that offer additional features such as unlimited queries or faster response times

Loyalty & Retention Programs

  • Develop a referral program that rewards existing customers for bringing in new clients

Custom Services and Personalization

  • Offer custom financial consultations or personalized accounting solutions based on business needs

Pricing Strategy

  • Add value-based pricing tiers that align with the complexity or workload of the client's QuickBooks setup
  • Regularly review competitor pricing to ensure alignment with market rates

Customer Data and Insights

  • Implement data tracking in CRM to identify upsell opportunities and prevent churn
  • Regularly review customer feedback to identify areas for improvement or new service development

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a discount on the next month’s service for any successful referrals
  • Give new customers (referred clients) an introductory discount or free trial period

Shareable Assets

  • Shareable social media graphics that embody the 'take back your weekend' message
  • Email templates for clients to forward to colleagues
  • Referral cards to be included in financial reports or invoices

Timing and Triggers

  • Ask for referrals after successful deep dives into QuickBooks Online
  • Automate referral prompts in monthly updates or financial reports

Client Success Stories

  • Make success stories sharable on social media
  • Feature testimonials on the website for visibility and inspiring other clients

Referral Contests

  • Run quarterly referral contests with a prize such as a free month of service for the client with the most successful referrals

Partner or Affiliate Programs

  • Consider partnerships with local Chambers of Commerce, business networks or tech communities

Thank-You Experience

  • Send a personalized thank-you note to customers who referred new clients
  • Recognition of top referrers in the company newsletter or on social media

Take Your Marketing Plan to the Next Level

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