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Blues Guitar Institute

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Adult guitar enthusiasts looking to improve their fingerstyle acoustic blues technique through structured video instruction.

Audience Type

  • B2C
  • Guitar enthusiasts, retired music lovers, individual buyers

Needs – Primary Buying Considerations

  • Desire to learn or enhance guitar skills, particularly fingerstyle blues
  • Accessible and comprehensive online guitar lessons

Demographics

  • Age Range: 60-75 years
  • Gender: Unspecified
  • Geography: United States
  • Income Level: Not specified, reasonable to infer disposable income
  • Profession: Retirees

Psychographics

  • Lifestyle: Music lovers with time to learn and practice guitar
  • What they value: Structured video instruction, convenience, continuous improvement
  • Pain Points: Need for specific instruction in fingerstyle acoustic blues
  • Buying Behavior: Likely to appreciate comprehensive, easy-to-follow courses

2. My Message to My Target Audience

Refined Elevator Pitch

  • Blues Guitar Institute empowers adult guitar enthusiasts with a structured approach to mastering fingerstyle acoustic blues, enabling them to unlock their musical potential and enjoy their passion to the fullest.

Understanding Their Pain Points

  • Difficulty in mastering guitar skills.
  • Boredom and lack of purpose during retirement.
  • Lack of clear, structured learning materials for fingerstyle acoustic blues.

Transformation

  • Mastery of fingerstyle acoustic blues.
  • Joyful, fulfilling use of free time during retirement.
  • Sense of achievement and self-expression through music.

Unique Selling Proposition (USP)

  • Specialized in fingerstyle acoustic blues.
  • Structured and clear guitar lessons.
  • Expertise and passion for teaching reflected in high customer satisfaction.

Brand Values & One-Liners

  • "Unlock Your Blues Potential"
  • "Master Your Strings, Master Your Time"
  • "Blues, more than a style; it’s your own voice"

Tone

  • Blues Guitar Institute is characterized by its supportive, patient, and knowledgeable tone. We aim to inspire our customers, building their confidence and fostering their love for blues guitar.

Hero Text Idea

  • Flag Text: Master Blues in the USA
  • Main Headline: Unleash Your Inner Blues
  • Sub Headline: Transform your guitar playing potential into reality with our structured lessons and passionate community.
  • CTA: Start Your Blues Journey Today

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

Website

  • Continue using Wordpress for cost-effectiveness and ease of use
  • Cooperate with a website designer to make the site more interactive and engaging, focus on mobile-first design
  • Introduce Google Analytics for tracking sign-ups and sales, learning more about user behavior

Social Media

  • Continue and enhance YouTube activity, publish at least one video weekly
  • Begin Facebook page targeting the documented demographic (60-75, U.S., guitar enthusiasts)
  • Start a LinkedIn presence to reach potential partners and display professional credibility

Paid Advertising

  • Google Adwords – keyword-targeted ads (e.g. 'Blues guitar lessons')
  • Facebook Ads, targeting the documented demographic

Content Recommendations

  • How to resources for blues guitar
  • Comparison reviews of guitars best for the blues
  • 'Behind the Scenes' of creating a guitar lesson
  • Interviews with learners who have successfully advanced

Podcasts

  • 'Guitar Nerds', 'Six String Bliss' and 'Play Guitar Podcast'

Directories

  • Online course aggregators like Coursera or Udemy
  • Local music school directories

SEO and Content

  • Regular blog posts about blues guitar, personal journey, music education
  • Utilize SEO keywords such as 'Blues Guitar Lessons', 'Learn Blues Guitar Online'

Offline and Local Media

  • Flyers and posters in local music shops
  • Consider local radio/TV advertising considering the target demographic

Online Events

  • Organize webinars for technique demonstrations
  • Create online guitar workshops

Online Networking

  • Forums like 'Guitar Forum', 'Acoustic Guitar Forum'
  • Facebook groups related to guitar/music learning

Cold Outreach

  • Utilize email marketing to engage inactive members or to upsell additional services to existing customers.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Master the Fingerstyle Blues in 30 Days' downloadable guide
  • 'Best Blues Songs to Learn on Guitar' curated playlist
  • Interactive 'Guitar Skill Level' assessment quiz

Tripwire Offer

  • 'First Steps to Fingerstyle Blues' introductory course for a discounted fee
  • Basic membership involving basic courses and limited community access

Welcome Sequence

  • Welcome email introducing the Blues Guitar Institute and resources
  • Follow up email highlighting featured lessons and community success stories
  • Email engagement tracking for sequence optimization

Segmentation

  • Groups based on skill level: Beginner, Intermediate, Advanced
  • Segmentation by course or lesson interest

Chatbot and Automation

  • Chatbot to answer FAQs and guide new visitors
  • Automated recommendation system based on user’s progress
  • Integration of CRM to collect, manage, and analyze customer data

2. My Lead Nurturing System

Marketing CRM

  • Since current CRM is not available, recommend ActiveCampaign due to its advanced automation capacities
  • Capabilities: Behavior-triggered messaging, dynamic content, and segmentation

Sales CRM

  • Recommend Zoho CRM for its simplicity and cost-effectiveness
  • Process: Automatically assign new sign-ups to a 'Prospect' stage. Move to 'Negotiation' after they show buying signals

Automated Follow-Ups

  • Post-opt-in: Welcome email introducing the Institute and its offerings
  • Mid-funnel engagement: Automated emails featuring student stories and lesson highlights
  • Reactivation: If a user is becoming inactive, send an email nudge featuring new content

Newsletter

  • Send newsletter twice a month
  • Topics: New lesson releases, student feature, fingerstyle techniques
  • Segmentation: Create different versions based on skill level (beginner, intermediate, advanced)

Retargeting & Ads

  • Run retargeting ads on Facebook and YouTube for those who visited the site but didn't subscribe
  • Use Google Ads for keywords like 'blues guitar lessons online'

Social Media and Content

  • Maintain consistency by posting 1 YouTube video a week
  • Focus on how-to guides for blues techniques and success stories

Webinars and Events

  • Host monthly webinars focused on teaching new blues guitar techniques

Other Nurture Channels

  • Use a chatbot on the website to answer FAQs and guide visitors
  • Use SMS automation to send reminders for new content to active users

3. Sales Conversion Strategy

Sales Process

  • Enhance website to include a clear, step-by-step onboarding process
  • Include FAQ and helpdesk for immediate support
  • Automated follow-ups for incomplete set-ups or inactive members

Sales Assets

  • Develop a structured sales script for email marketing campaigns
  • Create clear, attractive user guides or how-to's for new members
  • Develop student success stories into case studies

Testimonials & Case Studies

  • Encourage students to provide testimonials post-completion of set milestones
  • Display testimonials prominently on website and within sales emails

Conversion Rate Insights

  • Implement a CRM system for better lead tracking
  • Set a target conversion rate increase - begin with 5%

Urgency and Offers

  • Launch seasonal promotions tied in with specific music events or holidays
  • Trial fast mover incentives with an 'early bird' discount for new courses

Guarantees and Risk Reversal

  • Introduce a clear, no-questions-asked refund policy for first month
  • Consider a 'satisfaction or course fee return' policy

Shock and Awe Gifts

  • Curate a 'welcome pack' with branded picks, stickers and practice sheets for new members
  • Consider 'member of the month' feature with special benefits
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Send welcome email with course roadmap and community invitation
  • Offer kickoff call for personal orientation & guidance
  • Provide well-structured course material with clear progress metrics

Communication Cadence

  • Bi-weekly email updates featuring new lessons, community highlights
  • Monthly 'progress & tips' video sent to each learner

Client Education

  • Launch 'Blues Institute FAQ' with answers to common questions
  • Provide video guides for site navigation & lesson use

Personalized Touches

  • Send birthday card with fingerstyle blues songbook PDF
  • 'Milestone emails' celebrating lessons completed, skills learned

Visuals and Documentation

  • Progress snapshot after each module, showing improvement
  • Q&A and recap documents for every lesson

Feedback and Proactive Support

  • Monthly 'Your Voice' survey to gather suggestions, feedback
  • Fast-track support tickets from students mid-course

Guarantee or Promise

  • 'Love your Blues or It's Free' - 7 day risk-free trial period

Operational Excellence

  • Commit to 24-hr response during weekdays
  • Maintain clean, user-friendly lesson interface
  • Encourage respect and positivity within online community

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce annual memberships with a discount to incentivize long-term commitment

Upsells & Cross-Sells

  • Develop specialist mini-courses on blues sub-genres as upsells
  • Offer personalized feedback and coaching sessions as a premium service

Bundling & Packaging

  • Create bundle discounts for purchasing multiple mini-courses together
  • Package higher-priced tier with additional benefits like weekly live Q&A sessions

Loyalty & Retention Programs

  • Implement a referral program where existing members can earn free months
  • Dedicate a premium members only forum to foster deeper community engagement

Custom Services and Personalization

  • Offer 'VIP Feedback' option for personalized feedback and improvement suggestions

Pricing Strategy

  • Provide discounts for referrals to incentivize member recommendations
  • Implement a loyalty discount for long-time subscribers

Customer Data and Insights

  • Invest in a CRM to gather data on student preferences and progress for personalized marketing

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Reward each successful referral with a free month of Blues Guitar Institute membership
  • Offer a 20% discount on the first month to the referees

Shareable Assets

  • Provide pre-crafted social media posts with embedded referral codes
  • Create visually appealing printable referral cards for users to hand out

Timing and Triggers

  • Encourage referrals after a user completes a course or hits a major milestone in their learning journey
  • Automate an email reminder for referrals after a user completes a lesson

Client Success Stories

  • Showcase success stories and testimonials on the website, social media, and email newsletters
  • Encourage users to share their success and progress on their own social media channels, tagging the Blues Guitar Institute

Referral Contests

  • Conduct quarterly contests with referral bonuses for the user with most successful referrals

Partner or Affiliate Programs

  • Partner with related music instrument stores or workshops to expand reach
  • Create an affiliate program with popular music bloggers or influencers

Thank-You Experience

  • Send handwritten thank-you notes to top referrers
  • Publicly recognise top referrers on Blues Guitar Institute's social media platforms

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