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Dyck & Walker Dean LLP

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Small to medium-sized businesses with revenues between 1-5 million and less than 10 employees. They are seeking professional accounting services that provide peace of mind and personal service.

Audience Type

  • B2C
  • Small to mid-sized businesses (less than 10 employees)

Needs – Primary Buying Considerations

  • Professional, reliable accounting services
  • Personal service and peace of mind
  • Dealing directly with government, alleviating this task from the client

Demographics

  • Business Size: 1-10 employees. Annual revenue: 1-5 million

Psychographics

  • What they value: Time, Peace of mind, Professional service
  • Pain Points: The need to follow up with government
  • Buying Behavior: Book initial consult and are then sold on services
  • Decision-Making Roles:
  • Primary Decision Maker: Business owners or operators
  • Secondary Decision Influencers: Senior management or account department
  • Support Roles: Administrative staff

2. My Message to My Target Audience

Refined Elevator Pitch

  • Dyck & Walker Dean LLP offers small businesses earning 1-5 million in revenue peace of mind through comprehensive, personal accounting services so they can focus more on their success.

Understanding Their Pain Points

  • Overwhelm with managing finances and government obligations
  • Spending valuable time on accounting efforts instead of growing their business
  • Losing money due to financial mismanagement or oversight

Transformation

  • More time to focus on core business activities
  • Confidence in their financial management and compliance
  • Increased profitability through effective financial strategies

Unique Selling Proposition (USP)

  • Personable service that caters to individual business needs
  • Proactive government follow-ups ensuring full compliance
  • Reliability gained from years of experience and success

Brand Values & One-Liners

  • 'Your peace of mind is our success'
  • 'Expert accounting services for ambitious businesses'
  • 'Financial management? Consider it handled'

Tone

  • Our brand is personable, trustworthy, and professional. We aim to instill confidence, peace of mind, and a sense of growth in our clients.

Hero Text Idea

  • Flag Text: 'Accounting for Canada’s Ambitious Businesses'
  • Main Headline: 'Specialized Accounting Services for Your Success'
  • Sub Headline: 'Leave the financial management to us, so you can focus on what you do best. Experience peace of mind and increased growth with Dyck & Walker Dean LLP.'
  • CTA: 'Book Your Consultation Today'

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

Website

  • Leverage Wix analytics to track website visitors and their behaviors
  • Focus on both desktop and mobile as SMB owners use both

Social Media

  • LinkedIn for networking and content distribution (3 posts per week)
  • Facebook for customer engagement and reviews (2 posts per week)

Paid Advertising

  • Google Ads for service promotion in specific geographic areas
  • LinkedIn Ads targeting SMB owners/managers

Content Recommendations

  • Articles on financial tips for SMBs
  • Case studies of client success stories

Directories

  • Join local business directories (e.g., CanadaOne)
  • Apply for positions in accounting-specific platforms (e.g., GoodFirms)

Publications

  • Engage with Canadian Accountant Magazine for content features

Partnerships & Outreach

  • Partner with local SMB networking events for speaking opportunities
  • Collaborate with non-competing businesses serving similar demographics

SEO and Content

  • Blogs featuring industry trends and accounting tips
  • Optimize website for 'Accounting Services in Canada'

Offline and Local Media

  • Attend local business networking events
  • Consider sponsorship of relevant local events

Online Events

  • Host webinars on financial management for SMBs

Online Networking

  • Engage in LinkedIn groups for SMBs
  • Participate in Quora discussions about accounting

Cold Outreach

  • Email marketing targeted at SMB owners in Canada
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Guide: 'Top 5 Financial Mistakes SMBs Make and How to Avoid Them'
  • Webinar: 'Mastering Your Business Finances'
  • Checklist: 'Year-End Accounting Preparation Checklist'

Tripwire Offer

  • Limited Time Offer: '50% Off On Initial Consultation'
  • Service Bundle: 'Basic Tax Filing Assistance + Quick Financial assessment'

Welcome Sequence

  • Immediate thank you email with lead magnet delivery
  • Follow-up email inviting to the webinar in 2 days
  • Reminder email about the webinar on the day
  • Post-webinar email, offering the tripwire in 2 days

Segmentation

  • Tag leads by their interests as indicated by downloaded lead magnet or webinar attended
  • Segment clients by type of services and revenue size

Chatbot and Automation

  • Use chatbot to answer common questions and collect emails
  • Set up email automation for lead nurturing and conversion

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Not specified
  • Recommended: HubSpot due to its flexibility in managing both marketing and sales data and robust email marketing capabilities.

Sales CRM

  • Current system: Not specified
  • Recommended: To continue with the current system if it integrates well with HubSpot, else consider Zoho CRM. It's affordable, easy-to-use, and offers seamless integration with other business apps.

Automated Follow-Ups

  • Post-consultation automated email sequence featuring key benefits of service and testimonials from past clients.
  • Re-engage leads once a quarter who did not convert with new offers or updated services.

Newsletter

  • Bi-weekly newsletter
  • Topics: industry updates, latest blogs/articles, client success stories, financial tips

Retargeting & Ads

  • LinkedIn lead ads targeting business owners/managers who visited but didn't schedule a consult.
  • Google remarketing ads to re-engage website visitors.

Social Media and Content

  • 3 LinkedIn posts per week highlighting success stories, tips, or new offerings
  • 2 Facebook posts per week focused on client testimonials, event participation

Webinars and Events

  • Host a quarterly webinar on best financial practices for SMBs
  • Participate in local networking and industry-specific events when available

Other Nurture Channels

  • Use Wix Ascend's chatbot to answer recurring questions, and automatically use captured emails in nurture.

3. Sales Conversion Strategy

Sales Process

  • Document current sales process from initial consultation to agreement signing
  • Identify friction points or areas of improvement in the sales process
  • Implement follow-up system for leads who've had initial consultations but haven't yet agreed to services

Sales Assets

  • Develop SOPs for sales team to maintain consistent experience
  • Create sales proposal templates that emphasize peace of mind and professional service
  • Develop an objection-handling script that addresses common concerns (i.e., budget, commitment, trust)

Testimonials and Case Studies

  • Establish a system to collect client testimonials post-service completion
  • Showcase testimonials on website, social media, and in sales consultations

Conversion Rate Insights

  • Track conversion rate from initial consultation to agreement signing
  • Identify trends or patterns to inform improvement strategies

Urgency and Offers

  • Develop seasonal offers or promotions to create a sales urgency (i.e., end of financial year bookkeeping specials)
  • Create time-based incentives for leads to quickly move through sales process

Guarantees and Risk Reversal

  • Offer a satisfaction guarantee or service warranty to alleviate risk fears
  • Highlight this guarantee in sales discussions and marketing materials

Shock and Awe

  • Send thank you notes or small gifts post-consultation to build relationship and show appreciation
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with an overview of the services they will receive
  • First consultation call to assess their business needs
  • Introduction package sent to the client, containing important accounting material and personalized note.

Communication Cadence

  • Regular bi-monthly check-in calls to provide updates on accounting progress
  • Email updates sent weekly, detailing any changes or updates
  • Quarterly in-person meetings for comprehensive reviews and strategy planning.

Client Education

  • Guides detailing various aspects of accounting services provided
  • FAQs tailored towards common client inquiries
  • Training videos on how to utilize accounting software more effectively.

Personalized Touches

  • Birthday cards, anniversary cards, and celebration of business milestones
  • Personalized thank you notes after each quarterly meeting
  • Small end-of-year gift as a token of appreciation.

Visuals and Documentation

  • Monthly reports reflecting financial performance
  • Comparative before and after financial health overview at the year-end
  • Personalized infographics detailing improvements in the financial position.

Feedback and Proactive Support

  • Regular client feedback requisition via surveys and open talks during meetings
  • Proactive resolution of potential issues identified during check-in calls
  • Early communication of changes in government policies or accounting practices.

Guarantee or Promise

  • Guarantee of professional service and adherence to financial regulations
  • Promise to take care of all governmental correspondence on client's behalf
  • Risk-free policy – money-back guarantee if they do not see approved financial health within a year.

Operational Excellence

  • Flexibility in appointment scheduling
  • Punctuality in all meetings and submission of work
  • Clean and professional appearance and communication
  • Commitment to deliver on promises, reflect the company’s values, and exceed client expectations.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce bi-annual or annual contract renewals with incentives for prompt renewals
  • Implement auto-renewal feature for seamless service continuity

Upsells & Cross-Sells

  • Upsell tax planning and internal audit services
  • Cross-sell business consulting and advisory services

Bundling & Packaging

  • Develop bundled offers combining core accounting, tax, and advisory services
  • Launch premium package with personal accountant and priority support

Loyalty & Retention Programs

  • Initiate a referral program offering service discounts or free consultancy sessions
  • Reward loyal customers with complimentary financial check-ups or reviews

Custom Services and Personalization

  • Upsell white-glove quarterly review services
  • Offer personalized tax planning based on business needs

Pricing Strategy

  • Provide progressive discounts for long-term contracts
  • Test value-based pricing for high-touch services

Customer Data and Insights

  • Set up tracking systems to identify churn risk and potential upsell opportunities
  • Use CRM data to personalize customer communication and service offerings

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a 5% service discount for every successful referral
  • New clients receive 10% off their first service

Shareable Assets

  • Branded ‘Refer-a-Friend’ cards for clients to hand out
  • Pre-written emails for clients to share with their network
  • Social media graphics highlighting referral incentives

Timing and Triggers

  • Request referrals after successful government follow-ups
  • Automate referral requests in client happiness emails

Client Success Stories

  • Share client testimonials on website & social platforms
  • Encourage satisfied clients to provide video testimonials

Referral Contests

  • Run quarterly referral contests with a free year of service as the prize

Partner or Affiliate Programs

  • Create partnerships with local businesses for a cross-promotion referral program

Thank-You Experience

  • Send a personal thank-you note and small gift to top referrers
  • Recognize top referrers on 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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