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Khadga

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Khadga's ideal customer is a small agency (less than 10 people) seeking to improve operations and develop an inbound marketing strategy for lead generation, placing high value on distinct market positioning.

Audience Type

  • B2B
  • Small agencies

Industries (if B2B)

  • Marketing and advertising
  • PR and communications
  • Media and entertainment

Needs – Primary Buying Considerations

  • Improved market positioning
  • Inbound marketing strategy development
  • Operational efficiency

Demographics

  • Business Size: Less than 10 employees

Psychographics

  • Lifestyle: Entrepreneurial, innovative
  • What they value: Unique market positioning, lead generation,
  • Pain Points: Generic messaging, lack of leads, inefficiency
  • Buying Behavior: Value quality over price
  • Decision-Making Roles:
  • Primary Decision Maker: Business owner
  • Secondary Decision Influencers: Senior leadership
  • Support Roles: Marketing personnel

2. My Message to My Target Audience

Refined Elevator Pitch

  • Khadga provides small agencies with the capability to define their unique market category through a strategic positioning, so they can command their space and lead in their industry.

Understanding Their Pain Points

  • Lack of a clear and compelling company positioning
  • Stuck in the grey middle ground of the market, indistinguishable from competitors
  • Struggling to attract consistent leads and improve their operations

Transformation

  • Attaining a leadership position in their market
  • Becoming a category-defining company that's highly sought-after
  • Consistent growth and improved operations due to an effective positioning and compelling message

Unique Selling Proposition (USP)

  • Merging expertise, proven methodology, and grit for effective positioning
  • The perfect fusion that overcomes the limitations of both positioning consultants and agencies
  • Standing out from the competition by helping agencies escape the deadly grey middle ground

Brand Values & One-Liners

  • "Don't just take space, Take A Position."
  • "From clone to category definer."
  • "Get seen, Get heard, Get leading."

Tone

  • Khadga speaks in a confident, empowering, and straight-to-the-point tone that inspires small agencies to take up their rightful position in the market and lead.

Hero Text Idea

  • Flag Text: India's Positioning Experts
  • Main Headline: Define Your Unique Market Category
  • Sub Headline: We fuse expertise, methodology, and grit to transform your agency into an industry-leading, in-demand business.
  • CTA: Take Your Position Today

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

Website

  • Positioning: 'India's Positioning Experts for Agencies'
  • Platform: Wordpress (cost-effective, highly customizable)
  • Track: Conversions from 'Contact Us' and 'Free Audit' pages
  • Focus: Both mobile and desktop (equally important for B2B clients)

Social Media

  • Focus on LinkedIn (for reaching other businesses) and Twitter (for thought leadership)
  • Update biweekly with compelling industry insights and agency success stories

Paid Advertising

  • Run LinkedIn Sponsored Content (for reaching specific industries and job titles)
  • Remarketing campaigns on Google Ads (to reach website visitors again)

Content Recommendations

  • Key topics: Effective Positioning, Driving Efficiency, Inbound Marketing Strategy
  • Create white papers and case studies for nurturing leads

Partnerships & Outreach

  • Partner with local B2B networking groups and entrepreneur forums in India
  • Regularly contribute articles to industry blogs in the marketing, advertising, and PR sectors

SEO and Content

  • Long-tail keywords: 'Positioning consultancy for small agencies', 'Inbound marketing strategy for agencies'
  • Optimize blogs and white papers for these keywords

Offline and Local Media

  • Sponsor local B2B events and seminars
  • Contribute columns to business newspapers and magazines

Online Events

  • Host webinars on subjects like 'Transforming from Generic to Unique'

Online Networking

  • Engage with relevant conversations on Quora and Reddit (within agency owners/founders communities)

Cold Outreach

  • Reach via LinkedIn InMails to agency owners in marketing and PR sectors in India
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Positioning Audit
  • eBook on 'Transforming from Generic to Unique'
  • Webinar on 'Creating a Unique Market Position'

Tripwire Offer

  • Positioning strategy analysis at a discounted price

Welcome Sequence

  • Welcome email explaining what the lead can expect
  • Follow-up with lead magnet if not already accessed
  • Engagement email with case studies / success stories
  • Introduction to Tripwire Offer

Segmentation

  • By size and industry of agency
  • By lead engagement level
  • By leads who transition to Tripwire offer

Chatbot and Automation

  • Chatbot to qualify leads on website
  • Automate follow-up emails with CRM

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: HubSpot CRM (free level suitable for startups and small businesses)
  • Automation capabilities: Allows automatic email sequences, segmentation, and analytics

Sales CRM

  • Recommended platform: Same as Marketing CRM (HubSpot)
  • Pipeline tracking or handoff process: Use HubSpot’s deal pipelines to visualize sales process

Automated Follow-Ups

  • Post-opt-in: Send welcome email and provide link to free resources
  • Triggers: After user views certain key pages, not converting within a specific timeframe

Newsletter

  • Frequency: Monthly
  • Topics: Industry trends, tips for improved positioning, Khadga's success stories
  • Segmentation: By industry and size of agency

Retargeting & Ads

  • Platforms: LinkedIn Sponsored Content and Google Ads (remarketing campaigns)

Social Media and Content

  • Posting Frequency: Biweekly on LinkedIn and Twitter
  • Content: Industry insights and client successes

Webinars and Events

  • Suggested Cadence: Quarterly webinars on topics like 'Transforming from Generic to Unique'

Other Nurture Channels

  • Chatbot: Use a simple chatbot for website lead qualification
  • Automation: Follow-up emails after certain triggers (e.g., downloading free resources)

3. Sales Conversion Strategy

Sales Process

  • Casually connect through valuable content
  • Engage with deeper insight during the audit phase
  • Present offer 1 as the strategic game plan
  • Upsell with offer 2, an enhanced and personalized implementation
  • Instill a sense of urgency with a time-bound acceptance period for the offers

Sales Assets

  • Develop audit templates showcasing solid understanding of industry challenges
  • Require a proposal template highlighting Khadga's unique approach and results
  • Encourage a pitch deck showcasing Khadga's process, team, and USP
  • Create an SOP for the coherent and uniform execution of the sales process
  • Write tailored email scripts for every stage of the lead conversion

Testimonials and Case Studies

  • Start collecting testimonials upon successful project completion
  • Feature these testimonials prominently on the website and proposal
  • Write detailed case studies for significant projects, highlighting the positioning transformation

Conversion Rate Insights

  • Track engagement and conversions at each step of the sales process
  • Benchmark conversion rates against industry norms and set improvement targets
  • Prioritize resources to tackle high friction points impacting conversions

Urgency and Offers

  • Frame offers around time-limited opportunities (like market events or seasonality)
  • Promote early bird incentives for fast decision makers
  • Provide limited quantity offers to introduce scarcity

Guarantees and Risk Reversal

  • Offer a satisfaction guarantee with a corrective action plan for underperformance
  • Promote a refund policy for clients genuinely unsatisfied with the service

Shock and Awe

  • Send prospects a physical copy of an in-house positioning whitepaper as a surprise gift
  • Provide a complimentary one-hour consultation for serious leads
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email highlighting their journey from "clone" to "category definer"
  • Informational kickoff call explaining next steps
  • Welcome kit including a roadmap of the positioning process

Communication Cadence

  • Weekly progress update emails
  • Monthly video-call briefings presenting positioning strategy adjustments

Client Education

  • Access to a digital learning hub featuring positioning-related guides and video tutorials
  • FAQ page addressing common queries about the positioning process

Personalized Touches

  • Anniversary recognition emails celebrating years of partnership
  • Milestone celebration emails sharing notable progress in their positioning journey
  • Special surprise gift for reaching significant milestones

Visuals and Documentation

  • Monthly positioning progress report highlighting steps taken and successes achieved
  • Quarterly "Before and After" comparison highlighting positioning improvements

Feedback and Proactive Support

  • Regular online surveys for capturing client feedback
  • Dedicated support line and email for swift issue resolution

Guarantee or Promise

  • Satisfaction guarantee with a promise of revisions until the client is content with the positioning
  • Risk-free initial audit for potential clients

Operational Excellence

  • Respecting client's schedule while setting up calls or meetings
  • Maintaining a professional look and polite communication at all touchpoints
  • Ensuring promptness in all interactions and service deliverables

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement annual contracts with a slight discount to ensure commitment.
  • Give the option of renewing contracts before expiration, with early renewal incentives.

Upsells & Cross-Sells

  • Introduce premium consulting packages for those wanting a comprehensive positioning overhaul.
  • Create cross-selling opportunities with branding and rebranding services for more uniform positioning.

Bundling & Packaging

  • Bundle consulting service, positioning audits, and positioning strategy into a comprehensive package for better customer value.
  • Offer a packaged retainer service for ongoing positioning maintenance and updates.

Loyalty & Retention Programs

  • Form a loyalty program with discount bonuses on services for long-term customers.
  • Implement a referral program encouraging existing clients to refer new clients for some benefits or discounts.

Custom Services and Personalization

  • Introduce white-glove service tiers for agencies requiring extensive support and custom approach to positioning.
  • Offer personalized service add-ons catering to specific pain points, like lead generation or operational efficiency.

Pricing Strategy

  • Offer slight discounts for the commitment of longer-term contracts to encourage retention.
  • Price services based on the value provided, choosing tiered pricing for agencies of different sizes and complexity.

Customer Data and Insights

  • Implement customer tracking systems to identify top-performing services and improve upsell and cross-sell tactics.
  • Routinely analyze customer usage and service feedback data to identify opportunities for service enhancements and customer retention.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a 10% monthly service discount for each successfully referred client
  • New clients get a free marketing audit (normally $500)

Shareable Assets

  • Create a Khadga referral link for easy sharing via email and social media
  • Design business cards with referral URL for face-to-face opportunities

Timing and Triggers

  • Ask for referrals after presenting a successful marketing strategy
  • Setup a CRM to remind the team to ask for referrals during monthly check-ins

Client Success Stories

  • Send out monthly newsletters featuring client success stories
  • Share success stories on social media with links to the referral program

Referral Contests

  • Quarterly 'Top Referrer' contest for a free month of service

Partner or Affiliate Programs

  • Partner with similar B2B services for cross-promotion and referral sharing

Thank-You Experience

  • Send personalized thank-you notes to top referrers
  • Host an annual 'Referral Appreciation' event for active referrers

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