Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

Small home appliance repair business owners in Portugal who are looking to automate their customer acquisition process.

Audience Type

B2B
Local small businesses

Industries (if B2B)

Home appliance repair

Needs – Primary Buying Considerations

desire to increase customer reach
need for automated appointment setting
requirement for a streamlined digital marketing strategy

Demographics

Geography: Portugal
Business Size: 3-10 employees

Psychographics

Lifestyle: Business-oriented, with a focus on increasing customer base
What they value: Efficiency, automation, increased ROAS
Pain Points: Insufficient customer reach, inability to automate customer acquisition, lack of a comprehensive digital marketing strategy
Buying Behavior: Looking for solutions that offer upfront value and proof
Decision-Making Roles:
Primary Decision Maker: Business owner
Secondary Decision Influencers: Potential involvement of senior employees or managers
Support Roles: Employees involved in customer acquisition

2. My Message to My Target Audience

Refined Elevator Pitch

I empower local home appliance repair businesses in Portugal to acquire customers effortlessly via Google Ads, enabling them to focus more on their primary services.

Understanding Their Pain Points

Difficulty in gaining consistent and quality clients
Predominantly relying on word-of-mouth referrals
Lack of time and expertise in handling online advertising

Transformation

Steady stream of client bookings on autopilot
Enhanced focus on service delivery instead of marketing hustles
Increased ROI through hyper-targeted and efficient advertising

Unique Selling Proposition (USP)

Complete control of the pipeline from Google Ads to booked appointments
Personal attention to continually improve lead quality
Provisioning of upfront value and proof

Brand Values & One-Liners

"Turning clicks into bookings"
"Google Ads simplified for repair services"
"Your clients are searching, we help them find you"

Tone

Inclusive, confident, and clear. We aim to resonate with the busyness of small business owners and provide a service that lightens their load while promising growth.

Hero Text Idea

Flag Text: Empowering Portugal's Repair Businesses
Main Headline: Get Customers on Autopilot
Sub Headline: We handle your Google Ads to book appointments, leaving you free to deliver exceptional repair services
CTA: Start your trial today

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

Website

Position website as a dedicated service for home appliance repair businesses in Portugal with Google Ads automation
Use Wordpress with efficient SEO plugins for better visibility
Track events such as form submissions, live chat interactions, and call button clicks
Mobile-first design, given widespread mobile usage in Portugal

Social Media

Focus on LinkedIn and Facebook due to B2B nature
Post at least twice a week with case studies, testimonials, and industry-related news
Engage in groups and communities related to small businesses and appliance repair

Paid Advertising

Google Ads for attracting repair businesses actively searching for marketing solutions
Facebook ads targeting small business owners in the appliance repair industry

Content Recommendations

Frequently asked questions about Google Ads
Success stories of small businesses benefiting from automated Google Ads
Tips for small businesses to maximize ROAS

Partnerships & Outreach

Connect with local small business associations in Portugal for potential customer referrals
Offer guest blogs or collaborative webinars with B2B service providers

SEO and Content

Blog about Google Ads success stories and industry-specific tips
Target local SEO with city or regional keywords related to home appliance repair

Offline and Local Media

Sponsor local business events or meetups
Distribute brochures or flyers at relevant industry expos or events

Online Events

Conduct webinars discussing the benefits of Google Ads for small businesses
Participate in virtual networking events targeting B2B companies

Online Networking

Engage in relevant online forums like Small Business Forums Portugal
Be active in B2B Facebook groups or LinkedIn communities

Cold Outreach

Targeted emails or LinkedIn messages to appliance repair business owners in Portugal
Pitch the service with the 'free leads' offer as an ice breaker

During
(Lead)

1. My Lead Capture System

Lead Magnet

Free 'Google Ads Guide for Local Appliance Repair Businesses' E-book
Free 'Case Studies of Successful Ads Campaigns in Your Industry'
Free Consultation Call about personalized Google Ads strategy

Tripwire Offer

2 to 4 week trial where clients only pay for ad spend
Low-cost audit of prospective client's current digital marketing efforts

Welcome Sequence

Email 1: Introduction and thanks, recap of what they've signed up for
Email 2: Deliver lead magnet (case studies / e-book / consultation invite)
Email 3: Share unique selling proposition and success stories
Email 4: Introduce the trial offer and its benefits

Segmentation

Use marketing automation system to tag leads based on source (ebook, consultation, trial offer, etc.)
Segment leads based on their responses to email sequence (opened, clicked, replied, etc.)

Chatbot and Automation

Use chatbot on website for instant lead capture, 24/7 customer assistance, and appointment booking
Connect chatbot to marketing automation system for hands-off follow-up and segmentation

2. My Lead Nurturing System

Marketing CRM

Current platform: None
Recommended Platform: ActiveCampaign due to its advanced automation capabilities

Sales CRM

Current platform: None
Recommended Platform: Pipedrive, it's simple, intuitive and budget-friendly for small businesses

Automated Follow-Ups

Post-opt-in: 4-part email sequence introducing the business, delivering the lead magnet, explaining the unique selling proposition and promoting the trial
Abandoned cart: Reminder email after 24 hours, promotional email after 72 hours

Newsletter

Frequency: Bi-weekly, keeps the business top of mind without overwhelming the client
Topics: Updates on Google Ad trends, new success stories, tips for optimizing ROAS

Retargeting & Ads

Google Ads for searching repair businesses actively looking for marketing solutions
Facebook ads targeting small business owners in the appliance repair industry

Social Media and Content

Posting frequency: 2 posts per week
Content type: Case studies, testimonials, Google Ads tips

Webinars and Events

Suggested cadence: Monthly webinars discussing the benefits of automated Google Ads for small businesses

Other Nurture Channels

Chatbot: Use chatbot on website for instant lead capture and customer assistance
SMS: Occasional promotional messages or notifications

3. Sales Conversion Strategy

Sales Process

Map journey from Google Ad click to booking appointment
Ensure smooth hand-over from AI receptionist to the service teams
Automate post-appointment follow-ups and feedback requests
Implement CRM tool for lead management and process tracking

Sales Assets

Create script for AI voice receptionist incorporating common queries
Develop a pitch plan and SOP to follow when contacting leads provided upfront
Prepare a detailed proposal outlining services and ROI projections

Objection Handling

Create objection-handling script addressing common concerns such as effectiveness of Google Ads, cost, time-taken to see results
Present success case studies and testimonials collected during trial phases
Offer a full-refund guarantee if no appointments are generated within the first month

Testimonials and Case Studies

Collect feedback from trial participants, convert positive feedback into testimonials
Showcase testimonials on website and in marketing collateral
Write detailed case studies of successful campaigns and feature on website

Conversion Rate Insights

Establish baseline conversion rate from trial phase
Continually monitor and analyze conversion rate, aiming to improve over time

Urgency and Offers

Run limited-time offers to incentivize quick sign ups (e.g., waiving service fee for the first month)
Use scarcity messaging, such as limited slots available for the service

Guarantees and Risk Reversal

Implement a satisfaction-guarantee policy, offering full refund if no appointments are booked within the first month

Shock and Awe

Send a welcome gift (e.g., branded merchandise) upon sign-up
Offer occasional surprise discounts or bonus services for loyal clients

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Client onboarded with a personalized welcome email showcasing the services
Welcome call scheduled to align expectations and explain the process
Well-defined next steps in the form of a step-by-step guide
Initiate a 2-4 weeks trial for the client to experience the service

Communication Cadence

Weekly email updates with an overview of performance metrics
Monthly virtual meeting to discuss results, improvements, and business needs
Prompt replies to inquiries via email or WhatsApp

Client Education

Provide guides on understanding Google Ads and its potential
Educational emails detailing how campaign improvements are made
Provide step by step guide on how to evaluate the performance reports

Personalized Touches

Celebrate first successful lead with a custom message
Acknowledge important business milestones with a thank-you note
Special attention to their specific business needs during monthly meetings

Visuals and Documentation

Regular reports showcasing campaign performance and customer acquisition
Use charts and infographics to illustrate progress
Before and after comparison in quarterly reports

Feedback and Proactive Support

Monthly survey to gather client feedback
Prompt acknowledgment and resolution of raised issues
In case of negative feedback, schedule a call to find a resolution

Guarantee or Promise

Promise 'more customers, less hustle' and deliver a higher than average ROAS
Love it or take your money back guarantee for first month

Operational Excellence

Strict adherence to communication standards and punctuality
Offer flexibility in scheduling meetings
Professional etiquette in all written and verbal communication

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Offer annual contracts with a discount for prepayment to encourage commitment
Create a renewal campaign, emphasizing results delivered and upcoming enhancements

Upsells & Cross-Sells

Upsell additional services like SEO optimization or social media ads
Offer a weekly or monthly performance report as an add-on

Bundling & Packaging

Bundle Google Ads service with complimentary digital services (SEO or competitor analysis) at a higher price tier

Loyalty & Retention Programs

Develop a referral program where existing customers get a discount for every successful referral

Custom Services and Personalization

Offer exclusive access to personalized ad strategy sessions for higher tiers

Pricing Strategy

Incentivize long-term commitment by offering a percentage-based discount for an annual commitment

Customer Data and Insights

Implement a CRM system to track retention and understand why customers churn or enhance their package

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Free first-month service for referees.
10% off next month's service fee for referrers

Shareable Assets

Pre-made social posts showcasing successful lead generation results
Ready-to-send referral emails

Timing and Triggers

Ask for referrals after sharing positive lead generation updates on calls
Trigger automated email request after a month of service

Client Success Stories

Collect and share testimonials of increased leads and bookings

Referral Contests

Quarterly contests rewarding the client who referred the most businesses

Partner or Affiliate Programs

Commission-based system for affiliate marketers

Thank-You Experience

Send a personalised thank you note after a successful referral

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