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Badger Hill Marketing

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  2. Save this link (For your records)
  3. Execute it (start with ONE section)

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Small business owners in need of marketing automation to drive sales and improve reviews.

Audience Type

  • B2B
  • Small businesses, particularly service-providers

Industries (if B2B)

  • Plumbing
  • Other service industries

Needs – Primary Buying Considerations

  • Increased job bookings
  • Improved business reviews
  • Marketing automation

Demographics

  • Age Range: 40
  • Gender: Predominately male
  • Geography: Not specified; inferred to be English-speaking based on website
  • Income Level: Inferrably, average to high income (based on ability to pay $500-$1000/month)
  • Profession: Business owners - especially in the service industry

Psychographics

  • Lifestyle: Busy, often lacks time for marketing activities
  • What they value: Efficiency, sales growth, customer satisfaction
  • Pain Points: Insufficient lead conversion, lack of time/resources for marketing
  • Buying Behavior: Responsive to cold calls, likes free trial experiences

Decision-Making Roles (if B2B Audience)

  • Primary Decision Maker: Business owner
  • Secondary Decision Influencers: Not specified; inferred; small employee team
  • Support Roles: Not specified; inferred; small employee team

2. My Message to My Target Audience

Refined Elevator Pitch

  • Badger Hill Marketing enables busy plumbers to automate their marketing for a steady stream of jobs and great reviews, sharing our 30 years of industry experience so they can focus more on their work and less on customer acquisition.

Understanding Their Pain Points

  • Struggling to attract consistent leads and new jobs
  • Drowning in the complexity of marketing automation
  • Wasting potential growth opportunities due to lack of time or expertise

Transformation

  • Enjoy a steady flow of new leads and jobs without lifting a finger
  • No more wrestling with complex marketing software
  • More time to master their craft and better serve their customers

Unique Selling Proposition (USP)

  • Decades of marketing and business ownership experience
  • Hands-on, personal support paired with automated solutions
  • Proven method turns lost leads into loyal customers

Brand Values & One-Liners

  • "Turn new leads into loyal customers – effortlessly."
  • "Take back your time with automated marketing solutions."
  • "Let 30 years of experience work for your plumbing business."

Tone

  • Badger Hill Marketing speaks as a seasoned, trustworthy partner that understands the hard work plumbers put into their craft. We inspire confidence with simplicity, professionalism, and a touch of friendly charm.

Hero Text Idea

  • Flag Text: "Marketing Automation for Hardworking Plumbers"
  • Main Headline: "Turn More Leads into Paying Jobs – Automatically"
  • Sub Headline: "Strengthen your business and enhance your reputation without juggling complex marketing tasks. Let our 30 years of experience do the work."
  • CTA: "Start Your Free Trial Now"

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

Website

  • Conduct heat-map analysis to identify user behavior
  • Track conversions for free trial sign-ups
  • Implement SEO for industry-specific keywords such as "Marketing automation for plumbers"

Social Media

  • Focus on LinkedIn to connect with small business owners in the service industry
  • Post valuable, shareable content 2-3 times a week
  • Utilize LinkedIn InMail for cold outreach

Paid Advertising

  • Google AdWords campaigns with a focus on service-related keywords and geographical targeting
  • LinkedIn Sponsored Content for B2B lead generation

Content Recommendations

  • Blog posts about the importance of marketing automation for service industry businesses
  • Case studies showcasing successful marketing automation implementation

Podcasts

  • Consider guesting on industry podcasts such as "PM Plumber Podcast" and "Service Business Mastery"

Directories

  • Get listed in service industry directories such as HomeAdvisor Pro and the local Chamber of Commerce

Publications

  • Pursue features in industry publications such as "Plumbing & Mechanical Magazine" and "Service World"

Partnerships & Outreach

  • Partner with non-competing service businesses for referrals
  • Join local BNI and Chamber of Commerce for networking opportunities

SEO and Content

  • Develop blog content around keywords like 'plumbing marketing automation' and 'service business marketing'
  • Utilize schema markup for local SEO

Offline and Local Media

  • Sponsor local community events
  • Invest in direct mail campaigns to target local service businesses

Online Events

  • Host webinars on the importance of marketing automation for service sector businesses

Online Networking

  • Engage in industry-specific online forums and Facebook groups
  • Join relevant LinkedIn Groups such as 'Plumbing Professionals Group'

Cold Outreach

  • Utilize LinkedIn and email for targeted B2B outreach
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Guide: '5 Ways Automation Can Streamline Your Plumbing Business'
  • Quiz: 'How Automated is Your Plumbing Marketing?'
  • Calculator: Estimate potential profits from implementing automation

Tripwire Offer

  • Low-cost, limited time offer for a Basic Marketing Automation Setup
  • Detailed Marketing Automation Audit & Strategy Report for a discounted price

Welcome Sequence

  • Immediate thank you and lead magnet delivery
  • Introduction and credibility-building email
  • Education-focused emails on the importance and benefits of marketing automation
  • Soft pitch email using case studies and testimonials
  • Final pitch email with an exclusive offer to drive conversions

Segmentation

  • Tag leads based on lead magnet/request type
  • Segment leads based on industry and company size
  • Further segment based on actions taken during the welcome sequence

Chatbot and Automation

  • Implement a visitor-interaction chatbot to answer FAQs and gather data
  • Use chatbot data to guide leads through an optimized conversion journey

CRM Optimization

  • Improve GoHighLevel CRM usage by automating welcome sequence
  • Use CRM data to refine targeting, segmentation, and personalization in all communications

2. My Lead Nurturing System

Marketing CRM

  • Current platform: GoHighLevel
  • Automation capabilities: Direct integration with website, social media platforms, and other external tools
  • Recommended improvements: Deepen segmentations based on service interests and engagement level

Sales CRM

  • Current platform: GoHighLevel
  • Pipeline tracking process: Follow-up on engagements from sales and marketing efforts
  • Recommended upgrades: Integrate with marketing automation to track leads from source to conversion

Automated Follow-Ups

  • Post-opt-in: Welcome message, company introduction, and lead magnet delivery
  • Abandoned form/call: Reminder messages with offer emphasis
  • Reactivation: Invitations to webinars or new blog content for disengaged leads

Newsletter

  • Frequency: Bi-weekly
  • Topics: Success stories, marketing tips, updates on services
  • Segmentation: Based on business type, size, and service interests

Retargeting & Ads

  • Google Ads: Focus on service-related keywords
  • LinkedIn sponsored content: Generate B2B leads

Social Media and Content

  • Posting frequency: 2-3 times a week on LinkedIn
  • Content type: Shareable marketing tips, company news, client testimonials

Webinars and Events

  • Quarterly webinars focused on marketing automation in service industries

Other Nurture Channels

  • Chatbot: FAQ assistant and data collector on website
  • SMS: Appointment reminders, service updates, offer alerts

3. Sales Conversion Strategy

Sales Process

  • Refine cold calling scripts to stress value proposition
  • Set up automated sequence for trial follow-ups in CRM
  • Use CRM analytics to identify common drop-off points and make improvements

Sales Assets

  • Develop an objection-handling script, especially for budget concerns
  • Create a well-structured proposal template to tell your value story
  • Maintain library of case studies to demonstrate success stories

Testimonials and Case Studies

  • Collect testimonials post-sale and during successful customer milestones
  • Feature testimonials on the website 'Success Stories' section, proposals, and pitch decks

Conversion Rate Insights

  • Monitor conversion from trial users to paid customers
  • Aim to improve conversion rates by 5% quarterly through process tweaks

Urgency and Offers

  • Implement seasonal deals tied to typical industry slowdown times
  • Offer fast mover bonuses (e.g., additional support, special reports) for trial users who convert quickly

Guarantees and Risk Reversal

  • Offer a 15-day money-back guarantee to show confidence in service results
  • Clearly communicate the money-back promise in pitches and on the website

Shock and Awe

  • Send a small welcome gift or personalized note to new customers as a token of appreciation
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Engage new clients with a welcome email outlining the benefits and next steps of their free trial.
  • Schedule a kickoff call to answer questions and set expectations.
  • Provide a digital "Welcome Kit" including contact information and essential guides for using the service.

Communication Cadence

  • Weekly check-ins through automated emails providing insights into marketing progress and return on investment.
  • Monthly calls for deeper discussions, strategizing, and feedback.
  • Immediate text alerts for critical developments or required actions.

Client Education

  • Compile a "Knowledge Hub" on the website with guides, FAQs, and instructional videos.
  • Bi-monthly webinars to share tips on improving business operations and marketing.
  • Quick refresher video series after the trial period, highlighting key features of the service.

Personalized Touches

  • Handwritten thank you note after the conversion from trial to paid customer.
  • Celebrate client milestones with specific achievements (e.g., "100 leads converted").
  • Birthday and business anniversary wishes to add warmth to professional interactions.

Visuals and Documentation

  • Monthly reports providing deep insights into the marketing progress with before and after comparisons.
  • Accessible documentation on each marketing automation set up for their business.
  • Regular snapshots of customer reviews improvement over time.

Feedback and Proactive Support

  • Initial and quarterly customer satisfaction surveys to capture feedback.
  • Quick response system to resolve issues via emails or scheduled calls.
  • A dedicated customer experience manager available to prevent and solve issues proactively.

Guarantee or Promise

  • Risk-free trial to ensure they only pay when they see value.
  • Guarantee of a steady stream of leads and improved reviews with the full-service package.
  • “Switch back” policy allowing clients to revert to their old plan within 30 days.

Operational Excellence

  • Flexible scheduling for service calls fitting the client's busy lifestyle.
  • Consistently high standards of promptness, professionalism, and clarity in all communication.
  • Strict adherence to "No Surprises" policy, highlighting transparency and honesty in operations.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer renewals incentives like a discount on the next month's service for continuous subscription
  • Introduce annual contract with prepayment discounts

Upsells & Cross-Sells

  • Offer add-ons like SEO services or website optimizations for increased leads
  • Cross-sell email marketing or customer feedback tools

Bundling & Packaging

  • Create tiered packages combining essential services
  • Bundle review and reputation management services with lead generation

Loyalty & Retention Programs

  • Implement a points reward system for continuous subscriptions or referrals
  • Create a 'VIP tier' for loyal customers with faster support and additional consultations

Custom Services and Personalization

  • Upsell custom marketing strategies based on a business's specific needs
  • Offer white-glove onboarding service for higher-tier packages

Pricing Strategy

  • Offer discounts for long-term commitment–e.g. 10% off on bi-annual subscriptions

Customer Data and Insights

  • Use CRM insights to learn about customers' needs and patterns to improve offerings
  • Analyze churn data to identify and resolve common reasons for cancellation

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a discount on the next month's service fee for each successful referral
  • Provide a two-week free extension of services for referees

Shareable Assets

  • Create templates for shareable email invites to the free trial
  • Custom landing page for referrals with a welcome message and details about free trial

Timing and Triggers

  • Ask for referrals after a success story or noticeable increase in client bookings
  • Automate referral prompts to be sent after two months of continued service

Client Success Stories

  • Compile video testimonials from satisfied clients to share on social media and client emails

Referral Contests

  • Quarterly referral contests where the highest referrer wins a free month of service

Partner or Affiliate Programs

  • Develop relationships with other service industry consultancies for cross-referral opportunities

Thank-You Experience

  • Send personalized thank-you notes to top referrers
  • Include public recognition for top referrers in newsletters or on social media

Take Your Marketing Plan to the Next Level

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team.

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