Primary Target Market Summary

• H2H Digital primarily targets business owners who lack a dedicated HR professional, typically of businesses with over 20 staff members, who need assistance in HR compliance and culture improvement.

Audience Type

• B2B
• Small to medium size businesses

Industries (if B2B)

• Industry-agnostic, as HR services are widely applicable

Needs – Primary Buying Considerations

• Need for HR compliance and culture improvement
• Seeking an external HR service to reduce workload

Demographics

• Business Size: Over 20 staff members

Psychographics

• Value efficient HR services without needing IP.
• Pain points: Compliance issues, lack of HR expertise, workflow inefficiencies
• Buying Behavior: Seek tailor-made proposals and follow-ups
• Decision-Making Roles:
• Primary Decision-Maker: Business owner or business admin

Secondary Target Market

• Businesses that extract value from in-office, regional HR consultancy.

Refined Elevator Pitch

• H2H Digital provides businesses without in-house HR with compliance assurance and culture enhancement through personalized, on-site fractional HR services, so they can focus on their core business and become an employer of choice.

Understanding Their Pain Points

• Lack of specialized HR management
• The burden of HR compliance and employee engagement falls on business owner
• Risk of non-compliance and poor company culture

Transformation

• Confident compliance with all HR requirements
• Improved employee engagement and workplace culture
• Business owners can focus on core business tasks

Unique Selling Proposition (USP)

• Locally-based personalized in-office services
• Powerful HR audit and tailored 1-page action plan
• Fractional HR services make expert HR accessible and affordable

Brand Values & One-Liners

• 'Your HR headache, handled'
• 'Compliance confidence, culture transformation'
• 'Local, dedicated, fractional HR for business'

Tone

• Professional yet approachable, H2H Digital aims to instill confidence and provide relief to business owners overburdened by HR responsibilities. The messaging seeks to evoke a sense of partnership and alleviation.

Hero Text Idea

• Flag Text: 'Australia’s Expert Fractional HR'
• Main Headline: 'HR Compliance and Culture Solutions for Business'
• Sub Headline: 'We handle HR. You grow your business. Together, we create a workplace that's productive, compliant, and engaging.'
• CTA: 'Start with our Powerful HR Audit'

Website

• Enhance WordPress site for improved UX and SEO.
• Use Google Analytics to track visitor behavior, capture leads, and monitor conversion rates.
• Develop a mobile-friendly website, given Australia's high smartphone usage.

Social Media

• Establish presence on LinkedIn and Twitter, reaching professional B2B audience.
• Two weekly LinkedIn posts featuring case studies, HR tips, or workplace culture advice.
• Weekly tweets about HR industry news, compliance advice, and shared articles.

Paid Advertising

• Google Ads targeted to Australian businesses searching for HR services.
• LinkedIn Sponsored Content to reach business owners and administrators.
• Retargeting ads to visitors who viewed the service page but didn't convert.

Content Recommendations

• Blog posts on HR compliance, benefits of outsourcing HR, and ways to improve workplace culture.
• Case studies featuring past successful interventions and satisfied clients.

Directories

• List the business in online Australian business directories like Yellow Pages and TrueLocal.
• Join B2B directories such as B2B Yellow Pages and Australian Business Network.

Partnerships & Outreach

• Partner with local business consultants, office space providers, and business insurance companies for mutual customer referrals.
• Network with business organizations like Australian Chamber of Commerce and Industry.

SEO and Content

• Develop a keyword strategy focussed on variations of "HR services", "fractional HR", and "compliance".
• Blog about HR topics frequently asked or searched online.

Offline and Local Media

• Attend B2B expos and business networking events to promote the service and meet potential clients.
• Sponsor local business events or chamber meetings for brand exposure.

Online Events

• Host webinars focusing on HR issues faced by businesses and introducing services.
• Participate in online HR forums and business panels as an expert.

Online Networking

• Engage with relevant LinkedIn groups and online B2B forums like Business Advice Forum.
• Participate in relevant discussions on Reddit communities like r/smallbusiness.

Cold Outreach

• Use LinkedIn to message business owners, offering a free HR audit.
• Email outreach to businesses listed in local directories, offering introductory meeting and HR compliance health-check.