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Doctor Skin Collagen

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Doctor Skin Collagen's prime audience includes health-conscious, ingredient-aware women, particularly aged between the late 30s and early 50s, who are proactive about maintaining their skin health and aging gracefully.

Audience Type

  • B2C
  • Health-conscious women, Moms, Professional ladies

Needs – Primary Buying Considerations

  • Skincare products that are science-backed, trustworthy, and effective
  • Holistic and long-term skin health support
  • Transparency about ingredients and the clinical integrity

Demographics

  • Age Range: Late 30s to Early 50s
  • Gender: Women
  • Geography: Not specified
  • Income Level: Not specified
  • Profession: Moms, Professionals

Psychographics

  • Lifestyle: Busy, juggling between personal and professional lives
  • What they value: Cleanliness, effectiveness, and trustworthiness of skincare products
  • Pain Points: Signs of aging, lack of long-term skin health solutions
  • Buying Behavior: Skeptical of influencer endorsements, inclined towards expert-led brands

Secondary Target Market (only if applicable)

  • No secondary target market specified.

2. My Message to My Target Audience

Refined Elevator Pitch

  • Doctor Skin Collagen empowers ingredient-conscious women in their late 30s to 50s to age gracefully through our doctor-developed skincare formulas. We focus on stimulating your skin’s own collagen production for long-term, sustainable health—helping you maintain a radiant glow for years, even amidst the busyness of life—without needing needles or shortcuts.

Understanding Their Pain Points

  • Struggling to prevent signs of aging despite trying numerous products.
  • Dealing with short-term fixes that don’t provide long-term skin health.
  • Disappointed by skincare gimmicks and influencer hype, yearning for a science-backed, effective, and clean solution.

Transformation

  • Achieving and maintaining healthy, radiant skin for years to come.
  • Confidence in a skincare routine that slows down aging effectively.
  • Rejoicing in clean, comprehensive skincare that aligns with their values and busy lifestyle.

Unique Selling Proposition (USP)

  • Doctor-developed skincare, rooted in science, not hype.
  • Consolidated, multitasking formulas for total skin health—serums and moisturizers that double up as neck and eye creams.
  • Trustworthy product with visible long-term effects, not just temporary quick fixes.

Brand Values & One-Liners

  • "Invest in your future face—choose Doctor Skin Collagen."
  • "Graceful aging starts with your body's own collagen."
  • "Skincare that works while you hustle, without compromising on what matters most."

Tone

  • Doctor Skin Collagen communicates in an expert-led, authentic voice that echoes the intelligence and discernment of our target audience. We want our customers to feel empowered, confident, and at ease, knowing they’re investing in a brand that values clean, effective, and scientifically-backed skincare—just like they do.

Hero Text Idea

  • Flag Text: "Age Gracefully, Naturally"
  • Main Headline: "Revolutionize Your Skincare with Doctor Skin Collagen"
  • Sub Headline: "Experience the power of doctor-developed, clean formulas that stimulate your skin’s natural collagen for durable beauty. Invest in your future face, starting today."
  • CTA: "Try Our Proven Formulas at 50% Off"

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

Website

  • Continue using Shopify for website hosting
  • Track conversion events: signups, product views, cart additions, and purchases
  • Focus more on mobile optimization given the target audience's busy lifestyle

Social Media

  • Focus on Instagram and Facebook for daily posts and live sessions
  • Post 1-2 times daily, focusing on product uses, user testimonials, and skincare tips

Paid Advertising

  • Google search ads targeting skincare and anti-aging keywords
  • Facebook and Instagram ads targeting women in their late 30s to 50s

Content Recommendations

  • Weekly blog posts on skincare science, product ingredients, and skincare routines

Podcasts

  • Partner with health and skincare focused podcasts like 'The Beauty Brains' and 'Breaking Beauty Podcast'

Directories

  • List on ecommerce directories like SaleHoo and Wholesale Central

Publications

  • Publish advertorials in 'Allure', 'Harper's Bazaar', and 'Women's Health'

Partnerships & Outreach

  • Partner with healthcare providers and wellness bloggers who cater to similar target audience

SEO and Content

  • Website blog focused on skincare tips, product ingredient benefits, and anti-aging advice

Offline and Local Media

  • Sponsor local wellness events and health retreats

Online Events

  • Host monthly webinars on skincare science and aging well

Online Networking

  • Engage in skincare and wellness communities on Reddit and Facebook

Cold Outreach

  • Email outreach targeting health-oriented women professionals
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Doctor's Guide to Aging Gracefully': A downloadable guide with expert tips on maintaining skin health
  • 'Collagen Diet': A meal plan resource showcasing foods that stimulate collagen production
  • 'Skin Type Quiz': An interactive assessment to help visitors determine their skin type and receive personalized product recommendations

Tripwire Offer

  • Mini Serums: Offer travel-sized versions of the serum for a lower price
  • Trial Kit: Bundle of skincare samples available at a heavily discounted rate to new customers

Welcome Sequence

  • Welcome Email: Appreciation for signing up, introducing brand story, and reinforcing the USP
  • Educational Series: A series of emails sharing skincare tips, emphasizing collagen's importance, and highlighting product benefits
  • Promotional Email: Exclusive discounts on full-sized products after completing the quiz or downloading the guide

Segmentation

  • Skin Type: Segment users based on their skin type from the quiz (dry, oily, combination, or sensitive)
  • Purchase Behavior: Tag users who purchased the trial kit or mini serums as 'trial users'—follow up with targeted offers for full-sized products

Chatbot and Automation

  • Lead Capture: Add a Facebook Messenger chatbot to capture leads and initiate conversation on the site
  • Personalization: Use Klaviyo to create personalized email automations based on user behavior and segmentation
  • Abandoned Cart: Set up automation for cart abandonment recovery through Klaviyo, with a series of reminder and incentive emails

2. My Lead Nurturing System

Marketing CRM

  • Continue using Klaviyo
  • Automate email sequences for lead nurturing and cart abandonment recovery

Sales CRM

  • Use Shopify's integrated sales CRM
  • Utilize Klaviyo and Shopify integration for sales tracking

Automated Follow-Ups

  • Post-opt-in sequence educating prospects about skin health, product benefits, and brand story
  • Abandoned cart sequence with reminders and incentive emails
  • Reactivation emails for inactive subscribers or non-buyers

Newsletter

  • Biweekly frequency
  • Skincare tips, case studies, product tips, interviews with experts, company news
  • Segmentation based on skin type and purchase behavior

Retargeting & Ads

  • Facebook ads for people who visited the website or left items in cart
  • Google Ads remarketing targeting past website visitors

Social Media and Content

  • Daily Instagram and Facebook posts
  • Links to blog posts, expert advice, user testimonials, product applications

Webinars and Events

  • Monthly skincare science and 'ageing well' webinars
  • Occasional local wellness events or health retreat sponsorships

Other Nurture Channels

  • Facebook Messenger chatbot for immediate engagement and lead capture
  • Personalized emails and offers based on Klaviyo segmentation and user behavior
  • SMS marketing with concise product updates and offers

3. Sales Conversion Strategy

Sales Process

  • Maintain current process: Word of mouth or advert, sign up to email, website purchase.
  • Reduce friction points in virtual shopping experience.
  • Automated email reminders for cart abandonment.

Sales Assets

  • Develop customer-centered sales scripts for live chat support.
  • Customize proposal templates to pitch products to potential partnerships.
  • Utilize pitch decks for webinars.

Testimonials and Case Studies

  • Encourage customers to share testimonials on the website under each product.
  • Share case studies highlighting product transformations on website's blog & social channels.

Conversion Rate Insights

  • Utilize Shopify's in-built analytics to monitor conversion rates.
  • Aim for a minimum of 2% ecommerce conversion rate as benchmark.

Urgency and Offers

  • Highlight time-bound promotions on website's homepage.
  • Utilize scarcity messaging such as 'Only few units left' to promote urgent action.
  • Reward fast movers with incentives like free samples with purchases.

Guarantees and Risk Reversal

  • Offer return and refund policies.
  • Strengthen trust by offering a quality guarantee on all products.

Shock and Awe

  • Send personalized thank you letters with first purchases.
  • Offer surprise gifts randomly with purchases.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email series detailing skin benefits of collagen, and expectation setting.
  • Encourage registration for a virtual product demonstration.

Communication Cadence

  • Monthly 'Skin Health Bulletin' newsletter with educational content and product updates.
  • Bi-weekly check-ins using emails/SMS.

Client Education

  • How-to videos for application of products.
  • Interactive quizzes to assess skin health and product personalization.

Personalized Touches

  • Birthday emails with exclusive discount code.
  • Milestone rewards for customer loyalty.
  • Thank you note in product delivery box.

Visuals and Documentation

  • Customer testimonials with before-after photos.
  • Monthly skin improvement report for customers.

Feedback and Proactive Support

  • User polls and surveys to gather feedback.
  • Regular trend analysis to preemptively address issues.

Guarantee or Promise

  • 'Love It Or Return It' guarantee within 30 days of purchase.

Operational Excellence

  • Assured delivery within company's delivery timeline.
  • Standardised procedure for query redressal and Money-back process.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement a subscription model for regular delivery of products every month or every 3 months with a slight discount
  • Offer a loyalty discount for customers who renew or repurchase within a certain time frame

Upsells & Cross-Sells

  • Introduce complementary products like sunscreens, cleansers, toners and offer them as upsells at checkout
  • Cross-sell by suggesting the moisturizer with the serum purchase and vice versa

Bundling & Packaging

  • Create skincare routine packages covering morning and night routines, at a discounted rate
  • Bundle complementary products together and offer them at a lower price than when purchased separately

Loyalty & Retention Programs

  • Implement a points-based loyalty program where customers earn points for every purchase that can be redeemed for discounts or free products
  • Reward repeat customers with exclusive discounts or early-access to new products

Custom Services and Personalization

  • Offer a personalized skincare consultation service for premium customers, making product recommendations based on their skin type and concerns
  • Implement a personalized skincare routine finder on the website helping customers to find best suited products

Pricing Strategy

  • Provide a slight discount for longer-term subscriptions or bundle purchases
  • Introduce a tiered pricing strategy, offering lower prices for higher volume purchases

Customer Data and Insights

  • Use Klaviyo to track customer purchase behavior and identify opportunities for upselling or preventing churn
  • Segment customers based on their purchase behavior and send personalized offers

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer current customers a 20% discount on their next purchase when they refer a friend.
  • Give referred friends a 15% discount on their first purchase.

Shareable Assets

  • Create pre-made social posts and emails that current customers can easily share.
  • Design referral cards that can be printed or shared digitally.

Timing and Triggers

  • Send automated emails asking for referrals after customers have made a repeat purchase.
  • Train customer service representatives to ask for referrals during positive service interactions.

Client Success Stories

  • Collect customer testimonials and success stories, sharing them on the website and social media to inspire referrals.

Referral Contests

  • Run a quarterly referral contest, with the customer who refers the most new customers winning a prize.

Partner or Affiliate Programs

  • Establish a partnership with skincare bloggers or influencers to share referral codes with their followers.

Thank-You Experience

  • Send top referrers a surprise gift and a handwritten thank-you note.

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