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Blue Orchid Web Development

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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

  • Blue Orchid Web Development caters to small businesses and organizations, specifically to those who value personal attention in building, hosting, and maintaining their websites.

Audience Type

  • B2B
  • Small businesses and organizations

Industries (if B2B)

  • All industries requiring web development services

Needs – Primary Buying Considerations

  • Personalized attention in website creation and management
  • Responsive and accessible support

Demographics

  • Business Size: Small (300k - 2m income)
  • Profession: Marketing Manager/VP, Owner

Psychographics

  • What they value: Community, democracy, diversity, equity, inclusion, fair wages
  • Pain Points: Lack of personal attention from larger web development services
  • Buying Behavior: Prefers direct lines of communication and prompt response(availability by phone, email, text, or Slack)
  • Decision-Making Roles (Optional. Only include in ouptput if B2B Audience):
  • Primary Decision Maker: Owners, Marketing Manager/VP
  • Secondary Decision Influencers: N/A
  • Support Roles: N/A

2. My Message to My Target Audience

Refined Elevator Pitch

  • Blue Orchid Web Development offers small businesses and organizations personalized web development and maintenance services, enabling them to thrive online and expand their reach.

Understanding Their Pain Points

  • Ineffective or non-existent online presence
  • Overwhelmed with complex website development process
  • Lack of personal attention in web development services

Transformation

  • Professional and tailored online presence
  • Streamlined website management
  • Flourish business with boosted online visibility

Unique Selling Proposition (USP)

  • Personalized attention at all stages of development
  • Comprehensive training for self-editing the website
  • Accessibility via multiple communication platforms

Brand Values & One-Liners

  • Your website deserves as much care as your business.
  • Not just a developer, but your web care partner.
  • Tailoring the web, one small business at a time.

Tone

  • Blue Orchid Web Development embodies a caring and dedicated tone that aligns with its commitment to personalized service, promoting a feeling of trust and ease among clients.

Hero Text Idea

  • Flag Text: Websites for Small Businesses
  • Main Headline: Personalized Web Development for Your Business
  • Sub Headline: Get attention to detail from start to finish; propel your business to new heights with a website that reflects your values.
  • CTA: Start Your Web Transformation Today

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

Website

  • Platform: Wordpress
  • Focus on optimizing for both desktop and mobile users based on client's business model and industry
  • Track conversions/events like lead form submissions, call buttons clicked, and clicks on 'contact us' pages

Social Media

  • LinkedIn: Share informative posts about web development, client success stories, and website usability tips. Post 2-3 times per week
  • Facebook: Share client stories, industry news, and promote blog posts. Post 2-3 times per week

Paid Advertising

  • Google Ads: Run Search and Display ads targeting small businesses in need of website services.
  • LinkedIn Ads: Run sponsored content targeted at Marketing Managers/VPs

Content Recommendations

  • Blog posts about web development best practices, website maintenance tips, importance of a responsive website

Directories

  • List on B2B directories like Yelp, Yellow Pages, and local online directories

Publications

  • Publish guest posts on websites like Smashing Magazine, A List Apart focusing on web development trends
  • Industry magazines like Website Magazine, Net Mag

Partnerships & Outreach

  • Partner with local businesses like marketing agencies who could recommend your services to their clients

SEO and Content

  • Focus on long-tail keywords related to 'web development for small businesses', 'personalized website services'

Offline and Local Media

  • Sponsoring or attending local business events
  • Business cards or flyers at local coffee shops or small business fairs

Online Networking

  • Engage in online forums like Webmaster World, SitePoint, and StackOverflow

Cold Outreach

  • Email or LinkedIn outreach to small business owners/managers
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Website Audit Report: Analyze their current website and provide actionable recommendations
  • Web Development Checklist: A comprehensive guide of important factors for a successful website
  • Live Webinar: Teach small businesses how to manage a WordPress site

Tripwire Offer

  • Mini Website Review: A short review of their website's design, user experience and SEO. Cost: $50
  • WordPress Training: A low-cost, hour-long training on managing a WordPress site

Welcome Sequence

  • Email 1: Deliver lead magnet and introduce Blue Orchid Web Development
  • Email 2: Share a client case study showcasing the results achieved
  • Email 3: Offer the Tripwire service
  • Email 4+ : Provide more valuable tips for improving and managing a website, interspersed with personal brand stories

Segmentation

  • Tag leads based on industry and size of the business
  • Segment by their interest - Web Development or Website Maintenance

Chatbot and Automation

  • Implement Chatbot on the Website for real-time inquiry and support
  • Utilize email automation for delivering lead magnet and tripwire service
  • Automation for follow-ups and reminders

2. My Lead Nurturing System

Marketing CRM

  • Recommend using HubSpot's free CRM for small business to manage marketing automation
  • Use for segmenting leads and tracking customer interactions

Sales CRM

  • Utilize HubSpot CRM for sales pipeline tracking and lead management
  • Set up notifications for each stage in the customer journey to maintain engagement

Automated Follow-Ups

  • Automated email follow-ups after initial sign-up, followed by weekly touchpoints
  • SMS reminders for upcoming workshops or webinars

Newsletter

  • Monthly newsletter sharing web development tips and case studies
  • Segmentation based on industry and business size

Retargeting & Ads

  • Retargeting campaigns on LinkedIn and Google Ads
  • LinkedIn Direct Sponsored Content for lead nurturing

Social Media and Content

  • Consistent posting on LinkedIn and Facebook (2-3 times a week)
  • Content focus: web development tips, case studies, industry news updates

Webinars and Events

  • Host quarterly webinars or live Q&A sessions on website management
  • Invitations to webinars sent via automated emails and SMS

Other Nurture Channels

  • Live chat support on the website
  • Automated follow-up emails post live chat conversations

3. Sales Conversion Strategy

Sales Process

  • Define clear process stages: Discovery meeting, Proposal, Design approval, Build & launch, and Maintenance.
  • Introduce a CRM to track and streamline sales process.

Sales Assets

  • Develop a discovery meeting script to clearly understand client needs.
  • Create an objection handling guide covering personal attention, pricing, and tech support.
  • Design a proposal template highlighting personalized service and benefits.

Testimonials and Case Studies

  • Implement a process for collecting customer testimonials post-launch.
  • Display testimonials on the website and incorporate in proposals for social proof.

Conversion Rate Insights

  • Define clear conversion goals in line with proposal acceptance and website launch rates.
  • Use website analytics to track lead form submission rates and website engagement.

Urgency and Offers

  • Promote a limited-time offer for free website audit to encourage immediate action.
  • Highlight limited availability to stimulate commitment.

Guarantees and Risk Reversal

  • Introduce a 30-day satisfaction guarantee post-website launch to alleviate risk.

Shock and Awe

  • Send personalized thank you notes post-purchase to enhance client experience.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Send a welcome email with personalized video about the upcoming process.
  • Schedule a kickoff call with a discovery and brainstorming session.
  • Provide a welcome kit, including a proposed timeline, key contacts, and photo of the team.

Communication Cadence

  • Update clients weekly via preferred communication method (email, call, text, Slack).
  • Send clients monthly video recaps outlining progress and next steps.
  • Ensure team responds to client queries within 24 hours.

Client Education

  • Curate a library of how-to videos for basic site editing.
  • Organize quarterly webinars on web marketing trends & SEO best practices.
  • Conduct a training session post-launch on website management.

Personalized Touches

  • Send a thank-you letter after site goes live, with a small branded merchandise.
  • Celebrate client's business anniversaries with a personalized note.
  • Offer small surprises on re-engagement, like discount on added services.

Visuals and Documentation

  • Share before-and-after screenshots to highlight website transformation.
  • Provide ongoing performance reports along with actionable insights.
  • Document each project with OKRs and post-mortem analysis.

Feedback and Proactive Support

  • Share a client feedback form during major milestones, addressing issues proactively.
  • Offer an annual website audit for free, as an ongoing commitment to the website.
  • Set up a system to track website performance, notifying customers of any issues.

Guarantee or Promise

  • Promise a “love it or leave it” policy — if they're not satisfied with the site, we'll redesign.
  • Promise 99.9% server uptime guarantee.
  • Offer 30-day free corrections post site launch.

Operational Excellence

  • Only schedule meetings/calls at the client's convenience.
  • Ensure all team members display professional appearance during video calls.
  • Adhere to company's communication standards — clear, concise, empathetic, and punctual.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer a re-negotiable annual contract with a discount for upfront payment
  • Implement automatic website maintenance renewal reminders

Upsells & Cross-Sells

  • Introduce web analytics tracking as an upsell
  • Offer premium content management system training as an upsell
  • Provide SEO services as a cross-sell

Bundling & Packaging

  • Package website build, hosting, maintenance, and SEO services as a premium bundle
  • Create a lower-cost bundle for hosting and maintenance only

Loyalty & Retention Programs

  • Introduce a referral program offering discounts on future services
  • Reward long-term clients with discounted rates or free value-added services

Custom Services and Personalization

  • Offer a higher service tier with faster response times and priority support
  • Provide custom web design and development options for a premium

Pricing Strategy

  • Implement a tiered pricing model based on the level of support and services
  • Offer value-based pricing for large projects with high impact

Customer Data and Insights

  • Implement a CRM system to gather customer data and track engagement
  • Analyze client engagement to identify upsell opportunities and churn risks

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • 10% discount on next billing cycle for successful referrals
  • Free additional training session for successful referrals

Shareable Assets

  • Customized referral emails with the client's website outcome
  • Shareable social media posts highlighting successful projects

Timing and Triggers

  • Ask for referrals upon successful website launch
  • Trigger email requesting referral two weeks after successful launch

Client Success Stories

  • Collect testimonials at the end of every project
  • Share success stories on web and social media with client permission

Referral Contests

  • Hold quarterly contests with free website updates for winners

Partner or Affiliate Programs

  • Partner with local businesses to offer exclusive website offers

Thank-You Experience

  • Send personalized thank-you notes to top referral contributors
  • Highlight top referrers on business website and 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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