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Human Connections

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Professionals in educational institutions and healthcare organizations, who frequently encounter emotional distress but need a way to support others without shouldering the emotional weight themselves.

Audience Type

  • B2B
  • Key customer segments: Educational institutions, healthcare organizations

Industries (if B2B)

  • Education
  • Healthcare and allied services

Needs – Primary Buying Considerations

  • Need practical skills to handle emotionally charged conversations without burning out
  • Value access to ongoing lifelong resources

Demographics

  • Age Range: Adults in working age
  • Profession: School staff, healthcare workers
  • Business Size: Small to Medium sized businesses.

Psychographics

  • Lifestyle: Busy, dealing with individuals in emotional distress regularly
  • What they value: Practical skills, long-term resources
  • Pain Points: Emotional burnout from empathetic conversations
  • Buying Behavior: Likely to invest in self improvement for the job
  • Decision-Making Roles:
  • Primary Decision Maker: Administration, HR
  • Secondary Decision Influencers: Individual staff members, team leaders

2. My Message to My Target Audience

Refined Elevator Pitch

  • Human Connections equips school staff and health professionals with the ability to effectively respond to emotional distress, through our practical, skill-based Accidental Counsellor Training, helping them lighten their emotional burden.

Understanding Their Pain Points

  • The challenging nature of providing emotional support to others
  • Coping with the weight of other people's emotional distress
  • Lack of practical skills and strategies to effectively support others

Transformation

  • Enhanced ability to provide emotional support without personal burnout
  • Increased emotional resilience and personal wellbeing
  • Positive shift in work environment with better equipped staff

Unique Selling Proposition (USP)

  • Our practical and skills-based approach sets us apart
  • Quality assured with a 12-month access to course library
  • Direct edge over competitors due to actionable, clear frameworks

Brand Values & One-Liners

  • "Lessen the emotional load, not the support."
  • "Equip yourself with the right tools to truly help."
  • "Boost your emotional resilience with Accidental Counsellor Training."

Tone

  • Our tone embodies an empathetic professional voice that encourages learning and growth, designed to inspire confidence and instill hope.

Hero Text Idea

  • Flag Text: Australian Professionals
  • Main Headline: Master the Art of Emotional Support
  • Sub Headline: Learn to navigate emotional distress with our practical Accidental Counsellor Training and transform your work environment.
  • CTA: Start Your Training Today

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

Website

  • Optimize site layout for better user flow
  • Track conversions for course sign up and contact form submissions on Google Analytics
  • Design a mobile-responsive version of the site as educators and healthcare professionals often browse on the go.

Social Media

  • Target platforms: LinkedIn, Instagram, and Facebook.
  • Post at least 2x per week, with a mix of practical tips, course sneak peeks, and success stories
  • Engage actively in platform-specific groups where your target audience likely spends time (e.g., educators and healthcare professional groups).

Paid Advertising

  • Google Ads for targeted keyword campaigns, focusing on terms like 'emotional distress handling training'
  • LinkedIn Ads for targeted profession-specific campaigns
  • Facebook retargeting ads for visitors who have interacted with your website or other ad campaigns.

Content Recommendations

  • Blog posts with actionable advice on handling emotional distress
  • Infographics illustrating your training frameworks
  • Testimonials and case studies that assert the benefits of your training.

Directories

  • Register in education and healthcare directories like 'Australian Schools Directory' and 'MyHospitals (Australia)'.

Podcasts

  • Forge partnerships to appear on industry podcasts like 'Teachers Aid', 'The Better Leaders Better Schools Podcast', and 'The Health Report (ABC Radio)'.

SEO and Content

  • Blog posts should be SEO optimized with keywords like 'emotional support training', 'accidental counsellor courses' etc
  • Regularly update the website's blog with new educational and context-relevant articles.

Partnerships & Outreach

  • Partner with educational and healthcare associations, offering discounted rates for their members
  • Host workshops at schools, healthcare institutes.

Offline and Local Media

  • Sponsor local educational and healthcare events
  • Conduct on-site workshops for institutions in major cities.

Cold Outreach

  • Email and LinkedIn outreach to HR managers at schools and healthcare facilities.
  • Offer free introductory workshops to instigate interest
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Emotional Support Starter Kit': A free downloadable guide
  • A 'Burnout-Proof Video Series': Short insightful videos to manage emotional stress
  • Free 'First-Step Webinar': Introduction to the course and handling emotional distress

Tripwire Offer

  • Discounted 'First Module Access': Allow potential customers to purchase the first module at a reduced rate
  • 'Beginner Package': Offering an entry-level module covering the basics at a low price

Welcome Sequence

  • Send a welcome email post-signup with access to lead magnet
  • Follow-up email sharing a testimonial or success story
  • Final follow-up email with a special offer or discount code to encourage course sign-up

Segmentation

  • Segment leads based on profession: educators and healthcare workers
  • Further categorize based on stage of interaction: lead magnet downloaded, webinar attended, etc.

Chatbot and Automation

  • Implement a chatbot for instant FAQs and lead capture
  • Auto-responders for lead magnet download and webinar sign-ups

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Kit
  • Automation capabilities: Email marketing and social media automation
  • Recommended improvements or replacements: Switch to ActiveCampaign for robust email automation, CRM functionalities, and more relevant integrations for this business.

Sales CRM

  • Current platform: In-house
  • Pipeline tracking or handoff process: Manual follow-up calls and emails after online form submission
  • Recommended upgrades: Use Pipedrive to better manage leads, create detailed pipelines, and automate follow-ups.

Automated Follow-Ups

  • Types of automations: Post-opt-in welcome sequence, tripwire offer follow-up, course sign-up thank you email, re-engagement for inactive subscribers
  • Frequency or triggers: Send follow-up emails based on specific triggers such as sign-up, lead magnet download, purchase, or periods of inactivity.

Newsletter

  • Frequency: Bi-weekly
  • Topics or content pillars: Emotional support tips, insights about the industry, course updates, success stories, exclusive offers
  • Segmentation: Divide audience into segments such as education and healthcare workers, engage each with relevant content.

Retargeting & Ads

  • Platforms and goals: Facebook and Google for site visitor retargeting, course sign-up conversion tracking, LinkedIn for B2B professional targeting

Social Media and Content

  • Posting frequency: Minimum 2x per week
  • Content type or campaign focus: Practical tips, course insights, client testimonials, industry news

Webinars and Events

  • Suggested cadence or purpose: Host a monthly free webinar as a way of lead generation and engagement, offer masterclasses and workshops as paid events for deeper engagement

Other Nurture Channels

  • Chatbot: Implement on website for instant support and lead capture
  • SMS: Send important reminders and exclusive updates to subscribers who opt in
  • WhatsApp: Consider WhatsApp for personal and direct communication with high-interest prospects

3. Sales Conversion Strategy

Sales Process

  • Sharpen landing pages for specific customer segments (e.g., school staff, healthcare workers)
  • Automate follow-up emails post lead form submission with a personalized touch
  • Utilize CRM features for lead tracking and timely follow-up calls

Sales Assets

  • Develop a concise yet convincing sales script focusing on emotional relief and practical skills
  • Craft a compelling proposal template stressing unique selling points and long-term benefits
  • Prepare a persuasive product demo that truly demonstrates the transformation

Testimonials and Case Studies

  • Request testimonials post-course completion reflecting transformation and application of learned skills
  • Share success stories as case studies on the website, marketing materials and social media
  • Implement a "Wall of Love" showcasing testimonials on the website

Conversion Rate Insights

  • Establish baseline conversion rates from website visits to lead form submissions and purchases
  • Set a target to improve the overall conversion rate by at least 20%
  • Evaluate and improve landing pages and course purchasing flow monthly

Urgency and Offers

  • Introduce early bird offers for upcoming courses prompting timely action
  • Display limited-time discounts on the course page stressing the urgency to grab the deal
  • Offer fast enrolment bonuses (e.g., free supplementary resources)

Guarantees and Risk Reversal

  • Clearly define a risk-free guarantee offering course refund within a set period if not satisfied
  • Use guarantees to overcome potential objections or hesitations

Shock and Awe

  • Surprise new customers with a welcome gift (e.g., branded note pad or eBook)
  • Personalize follow-up email communication with customers recognizing their enrolment
  • Retain customer engagement through surprising content (e.g., extra resource, webinar access)
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email with account login details and next steps.
  • Access to a variety of walkthrough videos to get started.
  • Schedule an optional kickoff call with an instructor.

Communication Cadence

  • Monthly email newsletters with industry insights and course updates.
  • Automated reminder emails for upcoming webinars or live sessions.
  • Ad-hoc SMS updates for urgent announcements.

Client Education

  • Access to a knowledge hub loaded with FAQs and tips.
  • Regular webinars on new course content and its application.
  • Downloadable course resources for offline study and reference.

Personalized Touches

  • Personalized birthday emails with a special self-care tip or resource.
  • Celebratory email upon course completion with a digital certificate.
  • Regular "self-care check-ins" via email to ensure mental wellbeing.

Visuals and Documentation

  • Before and after snapshots showcasing skill improvement.
  • Detailed reports and progress recaps after each course.
  • Documented case studies to apply learned skills in real scenarios.

Feedback and Proactive Support

  • 24/7 chat helpdesk for immediate remedy of issues.
  • Quarterly feedback emails for suggestions and improvements.
  • Regular course updates based on user feedback and requests.

Guarantee or Promise

  • Full refund within 30 days if not completely satisfied with the program.
  • Promise of ongoing course access and updates for 12 months.

Operational Excellence

  • Prompt response to all inquiries within 24 hours.
  • Ensure all digital resources are updated and functioning well.
  • Remain punctual for all scheduled webinars and live sessions.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer annual contracts with incentives for early renewals

Upsells & Cross-Sells

  • Upsell access to exclusive live training sessions
  • Cross-sell resource packs or toolkits complementary to the course

Bundling & Packaging

  • Add tiered packages inclusive of optional live mentoring, extended library access
  • Bundle multiple courses at a reduced rate

Loyalty & Retention Programs

  • Reward system for successful course completion, redeemable for future purchases
  • VIP tiers with added benefits like priority support, exclusive content

Custom Services and Personalization

  • Premium custom add-on: 'Organization Specific' training content
  • Offer white-glove professional development consulting service

Pricing Strategy

  • Introduce loyalty discounts and referral incentives to boost LTV
  • Implement strategic value-based pricing for bundled offers

Customer Data and Insights

  • Use CRM to track course completion, identify upsell opportunities
  • Monitor customer engagement, address churn risks proactively

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide 20% discount vouchers for referrers for their next purchase.
  • Give referees a 10% exclusive discount on their first purchase.

Shareable Assets

  • Develop ready-to-share social media posts promoting the training.
  • Design e-mail referral templates with pre-filled referral codes.

Timing and Triggers

  • Send referral prompts to customers after course completion.
  • Automate email reminders about the referral program 3, 6 and 9 months after purchase.

Client Success Stories

  • Share customer testimonials showcasing the impact of the training.
  • Create a featured 'Success Stories' section on the website.

Partner or Affiliate Programs

  • Partner with educational institutions and health organizations.
  • Provide affiliate codes for tracking referrals and affording appropriate benefits.

Thank-You Experience

  • Send top referrers branded Human Connections merchandise.
  • Publicly recognize top referrals on social media.

Take Your Marketing Plan to the Next Level

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