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Just Nutrition

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Health conscious individuals, aged 18-80, seeking convenient, science-backed, plant-based supplements to enhance their well-being.

Audience Type

  • B2C
  • Health-conscious consumers

Needs – Primary Buying Considerations

  • Reliable, scientifically-backed health supplements
  • Eco-friendly packaging options
  • Simplified approach to daily well-being

Demographics

  • Age Range: 18-80
  • Gender: Both
  • Geography: United States
  • Income Level: Assumes convenience-driven purchase power; likely middle and upper income brackets
  • Profession: All

Psychographics

  • Lifestyle: Health and wellness-oriented; environmentally conscious
  • What they value: Transparency, quality products, sustainable practices
  • Pain Points: Finding trustworthy, hassle-free methods to improve health
  • Buying Behavior: Interested in subscriptions for ongoing needs

2. My Message to My Target Audience

Refined Elevator Pitch

  • Just Nutrition offers health-conscious consumers a boost to their wellness with our plant-based, science-backed Turmeric+ supplements, all delivered in 100% compostable packaging, empowering them to live their healthiest lives.

Understanding Their Pain Points

  • Difficulty finding a potent, clean, and environment-friendly health supplement
  • Frustration with non-transparent supplement products
  • Struggling with health issues despite various supplements

Transformation

  • Access to high-quality, plant-based, science-backed supplements
  • Emotional wellness knowing their choice is kind to the planet
  • Improved health and better overall wellbeing

Unique Selling Proposition (USP)

  • Uniquely formulated Turmeric+ supplement, backed by science
  • Emphasis on sustainable, 100% compostable packaging
  • Trustworthy transparency in providing consumers with what they need, nothing they don’t

Brand Values & One-Liners

  • “Elevate your health, sustainably.”
  • “Clean, transparent, and eco-friendly -- because you deserve the best.”
  • “Don’t just live. Live Just.”

Tone

  • Just Nutrition embodies a trustworthy and mindful companion tone, aiming to instill a sense of informed health choices, environmental responsibility, and personal betterment in its consumers.

Hero Text Idea

  • Flag Text: Powering USA’s health
  • Main Headline: Boost Your Health Sustainably
  • Sub Headline: Discover Turmeric+, our plant-based, science-backed supplement in 100% compostable packaging. Live better, live just.
  • CTA: Start Your Health Journey with Just Nutrition

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

Website

  • Squarespace platform
  • Track conversions on purchase and subscription sign-ups
  • Prioritize mobile optimization as it suits the audience’s convenience-driven behaviors

Social Media

  • Focus on Instagram, Facebook, YouTube, and Pinterest for their demographic match and visual storytelling potential
  • Post daily on Instagram and Facebook; weekly videos on YouTube; bi-weekly Pins
  • Content: behind-the-scenes manufacturing insights, customer testimonials, benefits of ingredients, tips for a healthy lifestyle

Paid Advertising

  • Google Shopping and Search ads for direct product promotion
  • Facebook and Instagram ads, targeting health and wellness enthusiasts, eco-conscious communities, and age range demographics
  • Set conversion goals on product purchase and subscription sign-ups

Content Recommendations

  • Blogs on health benefits of plant-based supplements, sustainability in industry, holistic wellness tips
  • "Customer's Health Journey" series featuring testimonials and user experiences

Podcasts

  • Real Health Radio, The Rich Roll Podcast – for guest appearances and sponsoring episodes
  • Contemplate starting a Just Nutrition podcast giving lifestyle, nutrition tips, and discussing plant-based living

Directories

  • eCommerce directories like SaleHoo, and health product listings like HealthProductsForYou
  • Sustainability directories like GreenPages

Publications

  • Health and wellness magazines like Men's Health, Women's Health, Healthline
  • Eco-friendly publications like Grist, GreenBiz

Partnerships & Outreach

  • Partner with yoga studios, gyms, health coaches for referral programs
  • Outreach to environmental not-for-profits for joint initiatives and promotion

SEO and Content

  • Blog posts on health benefits of Turmeric, plant-based diet, sustainability in the health industry
  • Local SEO efforts to increase visibility in the US market

Offline and Local Media

  • Sponsor local health events and marathons
  • Invest in direct mail catalogs focusing on eco-conscious neighborhoods

Online Events

  • Regular webinars on health topics featuring industry experts
  • Virtual launch events for new supplement lines

Online Networking

  • Participate in health-focused Facebook groups and Reddit communities
  • Engage in Plant-based and Sustainability focused forums

Cold Outreach

  • Email marketing for segmented leads (based on age, health interests, eco-consciousness)
  • LinkedIn outreach to potential B2B partners (gyms, health coaches, etc.)
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • A free ‘Healthy Living Guide’ PDF targeting health-conscious customers.
  • A nutritional quiz offering personalized supplement recommendations.
  • Exclusive lifestyle tips newsletter offering inside industry information, trends, and tips.

Tripwire Offer

  • A limited-time offer, such as starter kit for new customers at a reduced price.
  • A discounted one-month trial of Turmeric+ with a subscription sign-up.

Welcome Sequence

  • Automation to trigger a welcome email post sign-up, introducing the brand and the Turmeric+ product.
  • A three-part email series spaced over a week, offering tips on how to use the product and maximize benefits.

Segmentation

  • Tag leads based on how they got captured (e.g., via quiz, guide, newsletter).
  • If lead filled out quiz, tag based on their health interests.

Chatbot and Automation

  • Install a basic chatbot on the website, guiding towards products, offering help, capturing email addresses.
  • Automate regular email newsletters providing health tips and promoting products.

2. My Lead Nurturing System

Marketing CRM

  • Current CRM: Not specified
  • Automation Capabilities: Welcome sequence, segmentation, newsletters
  • Recommended Improvements: Consider adopting a platform like HubSpot for robust email automation and behavioral tracking

Sales CRM

  • Current Platform: There is no mention of a specific sales CRM
  • Pipeline Tracking: Possible improvement would be considering a solution like Zoho CRM for a small business
  • Recommended Upgrades: Integrate lead scoring based on interactions with email marketing

Automated Follow-Ups

  • Types of Automations: Welcome series, abandoned cart emails, subscription reminder emails
  • Frequency or Triggers: Dispatch after opt-in, post purchase, or if a cart gets abandoned

Newsletter

  • Frequency: Biweekly
  • Topics: Health and wellness tips, benefits of plant-based supplements, sustainability in the industry
  • Segmentation: Based on interests shown in the nutritional quiz

Retargeting & Ads

  • Platforms and Goals: Google Ads for shopping and search ads, Facebook & Instagram Ads for targeting wellness enthusiasts

Social Media and Content

  • Posting Frequency: Daily on Instagram and Facebook; weekly videos on YouTube; bi-weekly pins on Pinterest
  • Content Type: Behind-the-scenes insights, customer testimonials, ingredient benefits, wellness tips

Webinars and Events

  • Suggested Cadence: Monthly webinars with health industry experts

Other Nurture Channels

  • Chatbot guiding on-site visitors and capturing emails
  • SMS for notifying about new blog posts or upcoming webinars

3. Sales Conversion Strategy

Sales Process

  • Utilize a landing page with email capture for initial lead conversion
  • Funnel leads from the landing page to the homepage for product education
  • Ensure a seamless and easy-to-navigate shopping page for smooth checkout
  • Implement abandoned cart email sequences to reel back potential lost customers
  • Incorporate upselling and cross-selling opportunities at checkout

Sales Assets

  • Develop email capture squeeze page with compelling content and a strong value proposition
  • Create email drip campaigns for nurturing leads
  • Design a comprehensive FAQ page to preemptively address potential customer concerns
  • Construct a sales landing page for converting warm leads to customers

Testimonials and Case Studies

  • Collect customer testimonials after purchase completion to share on the website, sales pages, and social media
  • Conduct case studies of successful customer stories to demonstrate product effectiveness
  • Feature a 'Reviews' section on product pages to build trust among new customers

Conversion Rate Insights

  • Leverage CRM and analytics tools to track conversion rates from leads to customers
  • A/B test elements on landing pages to optimize for conversion
  • Measure success of different marketing messages to refine strategies over time

Urgency and Offers

  • Leverage limited-time offers to encourage prompt purchase decisions
  • Promote seasonal deals tying in with health and wellness themes (New Year, Spring detox, etc.)
  • Use countdown timers on limited offers to create a sense of urgency
  • Provide exclusive discounts to email subscribers to reward loyalty and prompt purchases

Guarantees and Risk Reversal

  • Implement a risk-free return policy to boost consumer confidence
  • Develop a strong guarantee statement to reassure potential customers about the product's efficacy
  • Clearly communicate refund and return policies on sales pages

Shock and Awe

  • Send a welcome gift or discount to new email subscribers
  • Offer unexpected upgrades or bonuses to first-time buyers
  • Surprise loyal customers with occasional gifts or personalized notes to foster long-term relationships
  • Build an exclusive loyalty and reward program to incentivize repeat purchases and referrals
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized email introducing Turmeric+ benefits post-purchase.
  • A 'Start Your Health Journey' welcome kit in the first shipment.
  • Easy-to-follow supplement schedule provided with package.

Communication Cadance

  • Monthly email updates on new products, health tips, and sustainability initiatives.
  • Occasional personalized texts or emails to reward consistency and adherence.
  • Phone support for addressing urgent health or purchase concerns.

Client Education

  • In-depth guides on Turmeric+ health benefits on the website.
  • Regular blog posts with actionable health tips, supplement facts, and eco-friendly living guides.
  • Instructional videos on how to make the best of Turmeric+.

Personalized Touches

  • Birthday and subscription renewal gifts with order.
  • Occasional surprise gifts of new or popular products.
  • Handwritten thank you notes with first order and on reaching milestones.

Visuals and Documentation

  • Transparent documentation of ingredients, sourcing, and compostable packaging.
  • Infographics on health benefits and recommended usage.
  • Before-and-after testimonials from satisfied customers.

Feedback and Proactive Support

  • Online surveys after each order to gather feedback.
  • Efficient complaint resolution with a 'Customer Satisfaction Manager'.
  • Follow-up on critical issues until resolution.

Guarantee or Promise

  • "Love it or let us make it right" – product satisfaction guarantee.
  • "On-time delivery, every time" – shipment experience promise.

Operational Excellence

  • Fast and accurate order fulfillment.
  • Prioritize sustainability in packaging and delivery processes.
  • Ensure customer service is knowledgeable, friendly, and responsive.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Promote subscription model with a discount for longer commitment periods.

Upsells & Cross-Sells

  • Offer a 'Power Pack' bundle that includes various supplements for overall health promotion.
  • Suggest add-on wellness guides or meal plans with supplement purchases.

Bundling & Packaging

  • Provide a 'Complete Health Bundle' with multiple supplement types for a discounted price.
  • Attempt tiered bundles - basic, advanced, complete wellness to cater different needs.

Loyalty & Retention Programs

  • Implement a points system where customers earn points with each purchase, which can be redeemed for discounts.

Custom Services and Personalization

  • Personalized subscription service where customers can choose the supplements they want in their monthly package.

Pricing Strategy

  • Introduce a quantity discount strategy where buying more of the same item gives a discount.

Customer Data and Insights

  • Use CRM data to identify and target customers who may be interested in specific new supplements.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide a 20%-off coupon code to referrers for their next purchase
  • Offer a one-month free supply of Turmeric+ to referees on their first purchase

Shareable Assets

  • Create easily shareable email and social media templates highlighting the benefits of Turmeric+
  • Develop digital referral cards, which customers can share with friends and family on social media

Timing and Triggers

  • Ask for referrals after customers have placed their third order, demonstrating satisfaction with the product
  • Prompt staff to suggest the referral program to customers who express high satisfaction with their order

Client Success Stories

  • Request testimonials from satisfied customers, emphasizing their health progress and environmental impact
  • Share these stories on your website and social media, tagging the featured customer and adding a referral code

Referral Contests

  • Implement a quarterly contest rewarding the customer who referred the most new clients with a year's free supply of their supplement of choice

Partner or Affiliate Programs

  • Collaborate with health and wellness bloggers and influencers, offering them a unique referral code to share with their followers

Thank-You Experience

  • Send a personalized thank you email to customers who have referred someone
  • Celebrate top referrers on your social media channels

Take Your Marketing Plan to the Next Level

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