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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • Compassionate Coaching & Consulting focuses on CEOs and leaders in the behavioral/mental health industry. These individuals are primarily concerned with increasing revenue and profit through employee retention.

Audience Type

  • B2B
  • Primarily executives and decision-makers in the behavioral/mental health sector.

Industries (if B2B)

  • Behavioral Health
  • Mental Health

Needs – Primary Buying Considerations

  • Need to increase revenue and profit.
  • Desire to reduce employee turnover.
  • Seeking expert advice and coaching.

Demographics

  • Age Range: late 30s and up
  • Gender: Equal representation of male and female
  • Geography: United States
  • Income Level: High (CEOs/Leaders)
  • Profession: CEO/Leaders in Behavioral Health/Mental Health
  • Business Size: minimum 2M annual revenue, at least 10 employees

Psychographics

  • Lifestyle: Busy, executive lifestyle
  • What they value: Employee retention, revenue growth
  • Pain Points: High employee turnover, stagnant revenues
  • Buying Behavior: Invest in expert consulting services
  • Decision-Making Roles:
  • Primary Decision Maker: CEO/Owner
  • Secondary Decision Influencers: N/A
  • Support Roles: N/A

2. My Message to My Target Audience

Refined Elevator Pitch

  • *Compassionate Coaching & Consulting provides behavioral health CEOs/Leaders with tools to increase revenue and profit through employee retention strategies based on our proprietary training frameworks, so they can transform their businesses and build a nurturing work environment.*

Understanding Their Pain Points

  • High employee turnover affecting business growth
  • Challenges in maintaining and nurturing skilled workforce
  • Growth stagnation due to revenue leakage from employee turnover

Transformation

  • Stabilized workforce leading to consistent growth
  • Enhanced work culture promoting employee retention
  • Significant increase in profit due to reduced turnover

Unique Selling Proposition (USP)

  • Over 20 years of experience in behavioral health
  • Proprietary training frameworks tested and proven in real-world scenarios
  • Comprehensive employee retention strategy, beyond just recruitment

Brand Values & One-Liners

  • *'Turning employee retention into business growth.'*
  • *'Enriching your work culture, enriching your bottom line.'*
  • *'Reduce turnover, maximize profit.'*

Tone

  • *Our brand voice is compassionate, experienced, and empowering, instilling a sense of trust and leadership. We aim to inspire CEOs and Leaders to invest in their team development and make a tangible difference in their business growth.*

Hero Text Idea

  • Flag Text: *Serving Behavioral Health Leaders across US*
  • Main Headline: *Transform Your Business with Compassionate Coaching*
  • Sub Headline: *We provide the tools and training to drive growth through employee retention. Experience a new level of success in behavioral health leadership.*
  • CTA: *Plug Your Leaking Bucket Today!*

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

Website

  • Optimize website for lead generation with clear CTA's.
  • Prioritize mobile optimization due to the busy lifestyle of the target audience.
  • Implement tracking for consultation requests, form submissions, and resource downloads.
  • Consider adding a chat function to instantly engage with potential clients.

Social Media

  • LinkedIn and Twitter: heavy focus due to B2B nature of the business.
  • Frequency: 3 posts per week with mix of value-adding content and promotions.
  • Engage in LinkedIn groups focused on behavioral health leadership.

Paid Advertising

  • LinkedIn Sponsored Ads targeting business leaders in the behavioral/mental health industry.
  • Google Ads with focus on high intent keywords related to behavioral health consulting.

Content Recommendations

  • Blog posts on managing employee turnover, leadership in mental health, and strategic growth.
  • Case studies highlighting successful implementations and results of consulting services.

Podcasts

  • Start a leadership-focused podcast interviewing successful CEOs/Leaders in the behavioral health area.
  • Seek guest spots on related podcasts - e.g., "The Behavioral Health Leadership Podcast", "Inside Mental Health".

Directories

  • Consider inclusion in industry-specific directories such as Psychology Today’s Therapy Directory.
  • Add business to professional service directories like Clutch.co to increase credibility.

Publications

  • Contributing articles to relevant business and health publications like Becker’s Hospital Review, Forbes Health.

Partnerships & Outreach

  • Collaborate with HR companies serving mental health institutions for referral partnerships.
  • Engage in local Chamber of Commerce for trustworthy networking opportunities.

SEO and Content

  • Strong focus on long-tail keywords related to behavioral health consulting and leadership.
  • Draft resourceful blogs, whitepapers to support keyword strategy and organic traffic growth.

Offline and Local Media

  • Sponsor local industry events, conferences, seminars offering speaking initiatives.
  • Engage in local radio talks focusing on subject matter.

Online Events

  • Host webinars and online workshops on topics relating to improved leadership in behavioral health.

Online Networking

  • Use LinkedIn to connect and engage with individuals from target industry.
  • Participation in industry-specific forums on platforms like Quora or Reddit.

Cold Outreach

  • Identify key decision-makers in target organizations for LinkedIn outreach.
  • Personalize email campaigns targeting specific needs of behavioral health CEOs/Leaders.
During (Lead)

1. My Lead Capture System

Lead Magnet

  • Free Customized Assessment for CEOs/Leaders
  • Training Module Samples
  • Free Company Audit Template

Tripwire Offer

  • Introductory 1-Hour Consultation at a reduced rate
  • Mini-Training Module for reducing employee turnover

Welcome Sequence

  • Initial email with access to lead magnet
  • Follow-up email after two days introducing consultancy services
  • Third email after a week with tripwire offer

Segmentation

  • Segment leads based on their responses to the assessment
  • Create different follow-ups for each segment

Chatbot and Automation

  • Implement a chatbot on website for instant engagement
  • Use the chatbot to collect preliminary information for segmentation

2. My Lead Nurturing System

Marketing CRM

  • Recommended new platform: HubSpot due to its scalability and powerful automation
  • Utilize email automation features for lead nurturing sequences
  • Utilize Hubspot's forms feature for lead capture

Sales CRM

  • Recommended new platform: HubSpot as it synchronizes marketing and sales activities
  • Track stages from lead capture to conversion
  • Create deal pipelines to forecast revenues

Automated Follow-Ups

  • Initial post-opt-in email with access to lead magnet
  • Post-assessment follow-up email to discuss results
  • Post-tripwire purchase follow-up to upsell main offer
  • Abandoned cart sequence for tripwire offer
  • Monthly check-in emails for nurturing

Newsletter

  • Bi-monthly frequency
  • Topics: Leadership insights, Case studies, Industry news, Behavioral health management strategies
  • Segmentation: Active clients, warm leads, cold leads

Retargeting & Ads

  • Platforms: Google and LinkedIn
  • Goals: Drive traffic to website, Recirculate lead magnet, Promote tripwire offer

Social Media and Content

  • Posting frequency: 3x weekly on LinkedIn and Twitter
  • Content type: Blog post teasers, Leadership tips, Retention strategies, Promotions

Webinars and Events

  • Monthly webinar to educate target market and promote services
  • Participate in relevant industry events for networking

Other Nurture Channels

  • Implement a chatbot on the website for immediate engagement
  • Use chatbot input for segmentation and personalized follow-ups

3. Sales Conversion Strategy

Sales Process

  • Formalize sales process outline: lead capture > initial consultation > proposal > negotiation > closing
  • Streamline payment process, facilitate ACH or credit card payments directly through website or via secure online invoicing system
  • Automate after-sales follow-up with satisfaction survey and testimonial request

Sales Assets

  • Develop statement of work (SOW) template to formalize proposal process
  • Create a consultation script capturing crucial business pain points and demonstrating value proposition
  • Design an 'objection handling' script including common reasons for objection (e.g., cost, time commitment)

Testimonials and Case Studies

  • Implement process for customer satisfaction survey during the follow up stage after the sales process
  • Display positive testimonials on the website, in pitch decks, and within proposals to build trust
  • Develop a series of case studies demonstrating value delivered to previous clients

Conversion Rate Insights

  • Set up lead to customer conversion tracking in Google Analytics or similar platform
  • Aim to increase conversion rate from industry average (typically 1-3% for consulting business) by improving sales process and lead nurturing strategies

Urgency and Offers

  • Introduce time-bound 'early bird' discount for consulting packages booked within certain timeline
  • Promote 'fast mover' bonus such as additional coaching/session for clients converting within 48 hours of proposal

Guarantees and Risk Reversal

  • Implement a satisfaction guarantee where client can ask for refund or additional coaching if they aren't happy with the results after a specified period

Shock and Awe

  • Send personalized 'thank you' notes with a small branded promotional item post-consultation
  • Offer a free training module or company audit as a surprise gift for new clients
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Set up an introductory video call to understand the client's specific needs and expectations.
  • Deliver a digital welcome kit that outlines the consulting process and best ways to engage.
  • Provide a roadmap of the consulting journey, along with timelines, upon agreement of service.

Communication Cadence

  • Weekly scheduled update meetings – either a call or video conference.
  • Monthly summary recap sent via email.
  • Immediate communication of any significant findings or updates via the client's preferred method.

Client Education

  • A dedicated knowledge hub with educational materials on employee retention strategies.
  • Regular webinars for clients focusing on behavior health industry trends and tactics.
  • Access to a library of free training modules and company audits templates.

Personalized Touches

  • Send handwritten thank you notes post each major consulting session.
  • Celebrate milestones with small, thoughtful gifts relevant to the client's business.
  • Birthday and work anniversary wishes sent to the client.

Visuals and Documentation

  • Regular documentation of progress reports and session summaries.
  • Before and after comparisons of employee retention rates and revenue progress.
  • Graphics-supported case study after consultant service showcasing transformations.

Feedback and Proactive Support

  • Scheduled quarterly feedback calls to discuss satisfaction and areas of improvement.
  • Systems in place to handle any issues or complaints promptly and effectively.
  • Proactively seek feedback after the completion of major consulting milestones.

Guarantee or Promise

  • "Satisfaction Guaranteed" policy.
  • Promise of clear, measurable improvement in employee retention rates.
  • Assurance of commitment to creating impactful transformations in the client's business.

Operational Excellence

  • Strict adherence to agreed-upon schedules and deadlines.
  • Regularly updated CRM to ensure seamless communication and case management.
  • High standards in professional appearance and effective communication.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Encourage annual contracts by offering customized assessments or training modules as incentives.
  • Introduce a renewal campaign for existing clients incorporating an annual 'Health Check' audit, to understand employee turnover and company culture.

Upsells & Cross-Sells

  • Develop advanced training modules as upsell opportunities for clients seeking deeper employee retention strategies.
  • Cross-sell custom audits to existing leadership training customers.

Bundling & Packaging

  • Offer bundled packages combining monthly consulting, leadership framework training, and company audits for an all-in-one experience.

Loyalty & Retention Programs

  • Develop a referral reward program. Existing clients get a discount/reward for referring new clients.
  • Introduce a loyalty pricing model. This reduces the monthly rate for each successive year of the contract.

Custom Services and Personalization

  • Present leadership workshops or tailored coaching packages for individualized client needs.

Pricing Strategy

  • Provide a discount for a long-term commitment to encourage client retention.
  • Test different pricing models (value-based, tiered, etc.) to meet varying customer needs and optimize revenue.

Customer Data and Insights

  • Implement a lightweight CRM system to track client engagements, identify churn factors, and uncover upsell opportunities.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a 10% discount on the next month's consulting fee for successful referrals
  • New referred clients receive a 5% discount on their first month's consulting fee

Shareable Assets

  • Create branded shareable posts highlighting the benefits of your consultancy services
  • Design digital referral cards that clients can easily forward to colleagues
  • Develop an easy-to-understand one-pager PDF outlining your services and successes

Timing and Triggers

  • Ask for referrals immediately following a client success story or significant milestone
  • If a client mentions they're happy with the service they're receiving, take that as a cue to request a referral

Client Success Stories

  • Regularly request testimonials from satisfied clients and share these stories on social platforms and website
  • Success stories should highlight reduction in employee turnover rates, increased revenues, and improved work culture

Referral Contests

  • Host a bi-annual 'Refer and Reward' contest where the client with the most successful referrals wins a month of free consultancy

Partner or Affiliate Programs

  • Develop relationships with related businesses who can refer you to their clients for a mutual discount deal

Thank-You Experience

  • Send a handwritten note of thanks to top referrers
  • Reward regular referrers with an annual 'Compassionate Leader' recognition, featuring them on your website and social platforms

Take Your Marketing Plan to the Next Level

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