Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

Liberty Building Supply primarily targets owner-operators of small to medium-scale construction companies who value quality and efficiency in their building projects.

Audience Type

B2B
Small to medium construction companies

Industries (if B2B)

Construction

Needs – Primary Buying Considerations

Requires a single source for complete building packages
Seeks efficient systems to simplify the building process

Demographics

Age Range: 25-60 years
Gender: Male
Geography: United States
Income Level: $1M - $10M of business revenue
Profession: Construction; Owner/Operator
Business Size: 2 to 20 employees

Psychographics

Lifestyle: Busy, professional; focused on building projects
What they value: Quality, efficiency, convenience
Pain Points: Procuring individual building materials; inefficiencies in planning
Buying Behavior: Prefers simplified systems, likely to purchase complete packages
Decision-Making Roles:
Primary Decision Maker: Business owner
Secondary Decision Influencers: Potential end-clients; project stakeholders
Support Roles: Employees, business partners

2. My Message to My Target Audience

Refined Elevator Pitch

Liberty Building Supply delivers construction simplicity. We provide contractors and invested DIYers with a single-source solution for complete building materials, helping them deliver quality work efficiently.

Understanding Their Pain Points

The hassle of sourcing from multiple suppliers
Difficulty in managing project logistics and supplies
Quality and consistency issues with various providers

Transformation

Streamlined ordering and logistics
Consistent, high-quality materials that uphold their professional reputation
Ensuring customer satisfaction by delivering top-quality work

Unique Selling Proposition (USP)

End-to-end project planning and supply management
On-site sales rep availability for personalized service
Ensuring high-quality supplies for every construction project

Brand Values & One-Liners

'Turn your blueprint into a masterpiece with us.'
'Your project starts here, and success is built with us.'
'Reliability, quality, and efficiency in every delivery.'

Tone

Firm, confident, and professional - Liberty Building Supply communicates assured reliability. We seek to inspire trust, facilitate efficiency, and validate our clients' dedication to craftsmanship.

Hero Text Idea

Flag Text: 'Crafted for America's Builders'
Main Headline: 'Building made simple.'
Sub Headline: 'Transform your project plans into a streamlined, quality-assured reality with Liberty Building Supply'
CTA: 'Start your project with us today'

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

Website

Continue to improve website built on WordPress for optimized user experience
Track conversions related to quote requests and order completions
Focus on both desktop and mobile platforms to accommodate varied access preferences among contractors

Social Media

Presence on LinkedIn for B2B interactions
Regular posts on Facebook and Instagram showcasing completed projects, available products, and testimonials
Posting frequency: Biweekly

Paid Advertising

Run targeted ads on Google, Facebook and LinkedIn platforms
Focus on ads promoting the ease of acquiring complete building packages

Content Recommendations

Blog posts on construction trends, product highlights, DIY tips
Feature customer projects and testimonials for real-life experiences

Partnerships & Outreach

Partner with local construction companies to gain referrals
Engage in networking at construction trade shows and local events

SEO and Content

Blog posts optimized for search engines; focus on keywords related to building supplies and complete building packages

Offline and Local Media

Print ads in local newspapers and construction trade magazines
Attend trade shows and sponsor local construction or DIY events

Online Events

Host webinars or virtual workshops on project planning and resource selection

Cold Outreach

Reach out via email to local construction companies detailing the benefits of sourcing building supplies from Liberty Building Supply

During
(Lead)

1. My Lead Capture System

Lead Magnet

Free Project Estimation: Offer a free project estimation tool on your website that generates a rough estimate based on project details
On-site Consultation: Offer a free, no-obligation on-site consultation with a sales rep to discuss the project and materials needed
e-Guide: Develop a free e-guide on "How to Simplify Your Construction Project with Complete Building Packages"

Tripwire Offer

Discount on First Order: Offer a 10% discount on the first order for newly signed up customers
Reduced-price Consultation: Offer a reduced price for a more detailed consultation and materials planning session

Welcome Sequence

Confirmation Email: A thank you message and confirming the registration when a contractor signs up
Follow-up Email: After a few days send a follow-up email including company offerings and differentiating factors in the market
Offer Email: Email about the tripwire offer (discount on first order)

Segmentation

Segment customers by Project Size: Different criteria such as small, medium and large construction projects.
Segment customers by Industry: Identify whether customers belong to the residential, commercial or industrial construction industry

Chatbot and Automation

Implement a chatbot on the website to engage with visitors, answer common questions 24/7 and collect leads
Use marketing automation to trigger emails based on customer behaviour on the website

2. My Lead Nurturing System

Marketing CRM

Recommended platform: HubSpot, suitable for companies in the $1-10M range
Automation capabilities: Email marketing, landing pages, social media, analytics
Recommended improvements: Implement automated email campaigns, sales tracking

Sales CRM

Recommended platform: Pipedrive, for easy tracking of leads and sales
Pipeline tracking: Set up a clear pipeline with stages from lead capture, consultation, quote request to order

Automated Follow-Ups

Types of automations: Welcome sequence, project consultation follow-ups, quote follow-ups
Frequency: Immediate follow-up post-registration and post-consultation, weekly reminders for quote finalization

Newsletter

Frequency: Monthly
Topics: Construction trends, product updates, successful project features
Segmentation: By project size and industry (residential, commercial, industrial)

Retargeting & Ads

Platforms and goals: LinkedIn for reaching companies and Google Ads for keyword targeting, Website retargeting

Social Media and Content

Posting frequency: Biweekly on LinkedIn and Facebook
Content type: Completed projects, product updates

Webinars and Events

Suggested cadence: Quarterly webinars on different aspects of construction planning

Other Nurture Channels

Chatbot: To provide quick answers and collect lead information
SMS: Use SMS for urgent follow-ups and delivery updates

3. Sales Conversion Strategy

Sales Process

Initial contact: Capture incoming inquiries via phone or website contact form
Discovery session: On-site meeting with our sales rep to discuss project requirements
Proposal: Transform project plans into a complete building package proposal
Follow-Up: Address any tweaks or adjustments to the proposal
Conversion: Finalize and submit the order then schedule for delivery

Sales Assets

Create a standardized proposal template that seamlessly translates project specifications into a personalized building package
Develop an SOP for handling incoming inquiries and for the on-site meeting process
Script for sales reps to ensure consistent and efficient project discussions

Testimonials and Case Studies

Request testimonials from satisfied clients post-delivery
Develop case studies detailing successful projects using our building packages
Display testimonials and case studies prominently on the website and in proposals

Conversion Rate Insights

Start tracking all incoming inquiries and order confirmations to establish a baseline conversion rate
Aim to progressively improve the conversion rate through feedback and continuous process refinement

Urgency and Offers

Implement time-bound offers or discounts on certain building materials to encourage prompt order confirmation
Leverage fast mover incentives such as priority delivery for quick order confirmations

Guarantees and Risk Reversal

Implement a satisfaction guarantee, allowing for adjustments or returns of undamaged materials within a certain timeframe after delivery
Utilize this guarantee as a point of trust and risk reversal in sales conversations and proposals

Shock and Awe

For first-time customers, include a welcome gift such as a branded toolset or discount voucher for future orders

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Welcome email confirming the project and quote
A kickoff call with the sales representative to discuss the project in detail
Supply of a printed welcome kit which includes a guidebook on our process and products

Communication Cadence

Weekly updates via email on the status of our client's order
Monthly review calls to discuss any issues or concerns
Immediate phone call notifications for any urgent matters

Client Education

A detailed guidebook on using our products effectively
Training videos on various stages of a building project
FAQs addressing common queries and issues

Personalized Touches

A handwritten thank you note after completion of the first project
A surprise on the anniversary of our client's first project with us
Recognition of the client's milestones in our monthly newsletter

Visuals and Documentation

Before and after photos of the materials supplied for a project
Detailed reports on the product selection and delivery for each project

Feedback and Proactive Support

Regular satisfaction surveys with swift action on any negative feedback
Dedicated support number and email for any issues or queries

Guarantee or Promise

A guarantee for on-time delivery of the order
Our 'love it or leave it' policy promising satisfaction or refund

Operational Excellence

Flexible scheduling for deliveries, ensuring punctuality
Uniform and ID for delivery personnel
Clear communication standards with a dedicated point of contact

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Offer extended warranty plans for purchased materials
Develop project-based contracts - bulk discounts for large or long-term projects

Upsells & Cross-Sells

Upsell warranties on critical building materials
Cross-sell related products like safety equipment or tools

Bundling & Packaging

Create contractor bundles which include sets of commonly used materials
Offer fully-customizable bundles based on project plans

Loyalty & Retention Programs

Implement a Points Rewards Program for repeat purchases
Offer benefits for regular customers: Early access to new materials or special discounts

Custom Services and Personalization

Premium tier offering direct consultations with a materials expert
Offer custom order deliveries to meet specific project timelines

Pricing Strategy

Provide volume discounts to encourage larger purchases
Early payment discounts to encourage faster invoice cycles

Customer Data and Insights

Implement a CRM system to better track customer purchases and preferences
Regularly review customer purchase data to identify new up-selling and cross-selling opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Offer discount on next purchase to customers who refer a successful lead
On successful referral, provide referrer with exclusive access to new products or services before they're launched

Shareable Assets

Create pre-designed social media posts or emails that satisfied customers can share
Provide referral cards to contractors for distribution

Timing and Triggers

Ask for referrals on delivery following a successful order
Ensure sales reps prompt for referrals during on-site consultations, following positive feedback

Client Success Stories

Capture and share testimonials from happy customers on social media and website
Promote these testimonials as narratives via emails to inspire more referrals

Referral Contests

Conduct quarterly referral contests, rewarding the customer who brings in most referrals with significant discount or an exclusive offer

Partner or Affiliate Programs

Partner with local construction vendors. Provide them with referral codes for tracking

Thank-You Experience

Send handwritten thank you notes to top referrers
Publicly acknowledge top referrers in company newsletters or on social media

Liberty Building Supply

Your 1-Page Marketing Plan is Ready!