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Maria Kimeto

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Women in senior positions or self-employment, seeking to improve life and relationships, and in touch with organizations in need of nonviolent communication training.

Audience Type

  • B2C
  • Corporate professionals, women in leadership

Needs – Primary Buying Considerations

  • Seeking deeper connections and peaceful interactions
  • Resolution of conflicts through effective communication

Demographics

  • Age Range: 35-55
  • Gender: Female
  • Geography: International, based in Germany
  • Income Level: Equivalent of $2,000 per month or more
  • Profession: Senior positions or self-employed

Psychographics

  • Lifestyle: Career-oriented, involved in community or non-profit organizations
  • What they value: Effective communication, empathy, clarity, self-improvement
  • Pain Points: Struggling with conflict resolution, seeking better interpersonal connections
  • Buying Behavior: Direct contact through messenger or WhatsApp

2. My Message to My Target Audience

Refined Elevator Pitch

  • Maria Kimeto guides women seeking personal growth and improved relationships, providing practical Nonviolent Communication tools for more profound self-connections, peaceful interactions, and resolved conflicts.

Understanding Their Pain Points

  • Struggling with communication in personal and professional relationships
  • Currently, interactions characterized by misunderstandings and conflicts
  • Inability to express themselves effectively, leading to tension and stress

Transformation

  • Enhanced and empathetic communication skills
  • Confidence in expressing self, leading to peaceful interactions
  • Improved personal and professional relationships through understanding and resolution

Unique Selling Proposition (USP)

  • Empathetic and personalized teaching style
  • Immediate applicability and improvement of communication skills
  • Profound transformation in interactions even after a single session

Brand Values & One-Liners

  • 'Learn Nonviolent Communication - Empathy is a language.'
  • 'Connect. Converse. Create peace with Maria Kimeto.'
  • 'Request with confidence, communicate with clarity.'

Tone

  • Maria's brand embraces a tone of empathy, warmth, and growth. It inspires a sense of trust and self-improvement, making customers feel understood and inspired.

Hero Text Idea

  • Flag Text: 'Nonviolent Communication Training'
  • Main Headline: 'Master the Art of Nonviolent Communication'
  • Sub Headline: 'Experience profound personal growth and improved relationships with our practical and immediate communication tools.'
  • CTA: 'Book Your Session Today'

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

Website

  • Build a personal branding website on WordPress with features like an about me page, offer details, blog, and booking facilities.
  • Track website visits, booking link clicks, blog page visits, and contact form submissions.
  • Ensure the website is optimized for mobile, since most users will likely browse via smartphones.

Social Media

  • Focus on LinkedIn to connect with professionals and women in leadership roles; Post 4 times a week.
  • Utilize Instagram for lifestyle-oriented and behind-the-scenes content; Post 3 times a week.
  • Use Facebook to join groups related to nonviolent communication and self-improvement; Interact daily.

Paid Advertising

  • Utilize LinkedIn InMail ads to directly approach potential B2C and B2B clients.
  • Use Facebook ads targeting groups focused on self-improvement and communication skills.

Content Recommendations

  • Articles on conflict resolution in professional and personal areas
  • Testimonials and transformation stories from previous learners
  • Tips for effective nonviolent communication

Podcasts

  • Join podcasts like 'Clearer Thinking' and 'The Life Coach School Podcast'

Directories

  • Get listed in coaching directories like Noomii and Life Coach Hub

Partnerships & Outreach

  • Partner with non-profit organizations and schools who require training in nonviolent communication.
  • Network with other communication trainers for potential collaborative opportunities.

SEO and Content

  • Keyword strategy focused on terms like 'Nonviolent communication training', 'Effective communication skills', and 'Conflict resolution'.
  • Regularly blog about success stories, nonviolent communication, and self-improvement tips.

Offline and Local Media

  • Host small, local workshops or seminars in community centers or office spaces.
  • Distribute flyers in locally high-footfall areas like shopping malls and office districts.

Online Events

  • Host free introductory webinars on the basics of nonviolent communication.

Online Networking

  • Join relevant Facebook groups and forums where the target audience is likely to be active.

Cold Outreach

  • Conduct targeted cold outreach through LinkedIn to professionally positioned women indicating interest in self-improvement or relevant skills.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • '10 Rules of Effective Communication'- PDF guide
  • 'Conflict Resolution Test'- Online Interactive Quiz
  • 'Daily Empathy Booster'- Email Series

Tripwire Offer

  • One-hour introductory Nonviolent Communication webinar at a low-cost.
  • Mini eBook: 'The Art of Requesting with Confidence'

Welcome Sequence

  • Welcome email introducing Maria and the focus of NVC
  • Followed by emails sharing useful communication tips
  • Invitations to upcoming webinars and workshops

Segmentation

  • Tag based on lead magnet opted (Guide, Quiz, or Email Series)
  • Tag leads displaying interest in workshops/webinars.

Chatbot and Automation

  • Use a chatbot on Facebook for initial queries of visitors
  • Automated email sequences based on lead optics and their interests.

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: HubSpot (free version suitable for small budget)
  • Automation capabilities: Email sequences, newsletter, and segmented contact lists
  • Upgrades when needed: Marketing Hub Starter or Professional for advanced automation

Sales CRM

  • Recommended platform: HubSpot CRM
  • Pipeline tracking: Manage leads, track communications & nurture prospects

Automated Follow-Ups

  • Post-opt-in: Send immediate thank you and begin onboarding sequence
  • Webinar follow-up: Send relevant resources and additional learning opportunities

Newsletter

  • Frequency: Bi-weekly
  • Topics: Success stories, communication tips, upcoming events
  • Segmentation: Based on lead magnet opted (PDF, Quiz, or Email Series)

Retargeting & Ads

  • Platforms: LinkedIn InMail Ads for directly approaching potential clients, Facebook ads for wider audience reach

Social Media and Content

  • Posting frequency: LinkedIn (4 times a week), Instagram (3 times a week)
  • Content type: Articles, testimonials, tips, behind-the-scenes content

Webinars and Events

  • Suggested cadence: Monthly free introductory webinar

Other Nurture Channels

  • Chatbot: Use on Facebook for instant responses to visitor queries
  • Automation: Automated email sequences post lead capture such as welcome emails, communication tips, event invitations

3. Sales Conversion Strategy

Sales Process

  • Initiate conversation with direct contact on WhatsApp or Messenger
  • Offer booking link for classes to interested leads
  • Use automated follow-up reminders for booking confirmation and scheduling classes

Sales Assets

  • Create a script for initial conversation that underlines the benefits of NVC training
  • Develop a Standard Operating Procedure (SOP) for follow-ups and booking confirmation
  • Design personalized email proposals for B2B leads connected through LinkedIn or other networks

Testimonials and Case Studies

  • Request testimonials from past students and showcase them on the website and social channels
  • Develop case studies showing before-after transformation in communication and relationship
  • Use the ‘Wall of Love’ approach to display testimonials and case studies on the website

Conversion Rate Insights

  • Set a goal for conversion rate improvement based on the initial success rate of turning leads into paying customers
  • Constantly revisit and refine the sales process based on conversion analytics

Urgency and Offers

  • Plan seasonal offers or discounts around important events (e.g., International Women's Day)
  • Introduce early-bird discounts or extra session benefits to encourage prompt booking
  • Create a 'limited slots' messaging to instill a sense of scarcity and prompt decision

Guarantees and Risk Reversal

  • Offer a clear cancellation and refund policy to build trust
  • Provide a 'satisfaction guarantee' for the first class, offering a free follow-up session if expectations are not met

Shock and Awe

  • Send a personalized welcome email with a gift voucher for a future class or a free e-book on effective communication
  • Send a special birthday offer or a surprise 'student of the month' gift to the most engaged student.

To design and implement this strategy, it is recommended to use a simple CRM system even if it's a free version (like HubSpot CRM) to manage leads, follow-ups and track conversions effectively. The CRM can also assist with automated email sending and analytics, making the sales process more structured and efficient.

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome video personalised with the client's name, outlining the course content.
  • An immediate follow-up call to answer any initial questions.
  • Optional introductory group meet-and-greet session.

Communication Cadence

  • Weekly progress check-in via email.
  • Prompt responses on WhatsApp or Messenger within business hours.

Client Education

  • A complementary guide on 'Breadth of Nonviolent Communication'.
  • Access to an online forum for discussions and peer learning.
  • Regular blog posts sharing practical success stories and updates in NVC.

Personalized Touches

  • Anniversary emails to celebrate completion milestones.
  • Birthday messages with a small NVC technique as a knowledge-gift.
  • Themed seasonal messages linking to effective communication.

Visuals and Documentation

  • 'Before and After' successes shared on the website with due permissions.
  • Personalized progress reports with future recommendations.

Feedback and Proactive Support

  • Regular surveys to collect feedback with suggestions implemented promptly.
  • Open-door policy for the client to reach out whenever they need assistance.

Guarantee or Promise

  • A 'Satisfaction Guarantee' — if clients do not see improved communication after the course, they can get an additional session free.

Operational Excellence

  • Reliable scheduling through automated online booking systems.
  • Maintaining professional yet compassionate demeanor in all client interactions.
  • Consistent and timely communication standards.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer a discount to customers who book multiple communication sessions in advance

Upsells & Cross-Sells

  • Offer an advanced communication course as an upsell after the initial course completion
  • Prepare a customized personal development plan as a cross-sell service

Bundling & Packaging

  • Package an initial course with an advanced follow-up course for a special price
  • Bundle the communication course with an additional personal development plan service

Loyalty & Retention Programs

  • Create a referral program: for every referral, the customer receives a discount on their next course
  • Offer a loyalty discount to customers who take multiple courses

Custom Services and Personalization

  • Offer fully customized personal development plans tailored to individual customer needs

Pricing Strategy

  • Implement a tiered pricing structure: basic course, advanced course, and personal development plans
  • Offer a discount on advanced course when purchased together with the basic course

Customer Data and Insights

  • Start using a CRM system to track customer engagement and identify opportunities for upselling or cross-selling
  • Collect customer feedback to improve course content and tailor it to client needs.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer discounted or complimentary sessions for successful referrals
  • Provide exclusive access to online resources or workshops for referees

Shareable Assets

  • Ready-to-share social media posts about the benefits of NVC
  • Personalized referral cards with unique codes for tracking

Timing and Triggers

  • Ask for referrals after a successful conflict resolution
  • Automate referral prompts during post-session follow-ups

Client Success Stories

  • Compile and share testimonials on various platforms
  • Invite dedicated clients to share their transformation stories

Referral Contests

  • Encourage sharing by introducing a monthly referral contest with discounted or free sessions as prizes

Thank-You Experience

  • Send a personalized thank-you note to top referrers
  • Publicly acknowledge and appreciate the most valuable referrers on social media platforms

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