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Portimao Online

Your 1-Page Marketing Plan is Ready!

Below you’ll find your complete marketing plan built specifically for YOUR business using the same framework that's helped over 1 million entrepreneurs worldwide.

What to do next:

  1. Review your plan (scroll down)
  2. Save this link (For your records)
  3. Execute it (start with ONE section)

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Portimao Online's ideal customer is a male, over 30 years old, who owns a home services business with at least 2 employees.

Audience Type

  • B2B
  • Home services business owners

Industries (if B2B)

  • Home services

Needs – Primary Buying Considerations

  • Need to attract more leads
  • Require a DFY-service

Demographics

  • Age Range: 30+
  • Gender: Male
  • Geography: Local to Portimao, Portugal
  • Profession: Business Owner
  • Business Size: Small businesses (2+ employees)

Psychographics

  • Lifestyle: Business-oriented
  • What they value: Personal service, lead generation, and business growth
  • Pain Points: Limited technical knowledge, difficulty attracting quality leads
  • Buying Behavior: Evidence of results (1-month free trial) before commitment
  • Decision-Making Roles:
  • Primary Decision Maker: Business Owner

Secondary Target Market (only if applicable)

  • No data supports a secondary target market at this time.

2. My Message to My Target Audience

Refined Elevator Pitch

  • Portimao Online provides local home service companies with a lead influx through expertly tailored Google ads, so they can focus on their business instead of figuring out digital marketing.

Understanding Their Pain Points

  • Difficulty attracting quality leads
  • Struggling with creating effective online advertising
  • Frustration due to a lack of technical knowledge

Transformation

  • Consistent flow of quality leads
  • Freedom from the technicalities of online marketing
  • More time to focus on running their business

Unique Selling Proposition (USP)

  • Expert Google ad skillset
  • In-depth understanding of local home service market
  • Tailored, personal service resulting in improved lead quality

Brand Values & One-Liners

  • "Local expertise for targeted results."
  • "Improving your business, one lead at a time."
  • "We handle the ads, you handle the success."

Tone

  • Portimao Online prides itself in being approachable, understanding, and intimately familiar with its clients and their needs. Customers should feel confident and reassured.

Hero Text Idea

  • Flag Text: Attracting Leads in Portugal
  • Main Headline: We Make Google Ads Work For Your Home Service Business
  • Sub Headline: Helping you attract consistent, high-quality leads so you can focus on running your business.
  • CTA: Start your 1-month free trial

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

Website

  • Desktop focus, as B2B decisions are often made at work
  • Optimize for conversions around trial offer sign-up
  • Update messaging to include new elevator pitch and USPs

Social Media

  • Regular LinkedIn updates (3x per week) with success stories, industry insights, and Google Ads tips
  • Use paid LinkedIn campaigns for targeted local lead generation

Paid Advertising

  • Targeted Google Ads for local home service businesses
  • Use Facebook Ads for remarketing to website visitors

Content Recommendations

  • Case studies of successful lead generation for home service clients
  • Articles about improving ad relevance and lead quality

Directories

  • Get listed on local business directories like saudade.pt

Partnerships & Outreach

  • Partner with local chambers of commerce for networking and referrals
  • Sponsor local business events to build brand awareness in the community

SEO and Content

  • Focus on locally-relevant keywords (e.g., 'Portimao home service advertising')
  • Develop long-form guide content to capture organic traffic

Offline and Local Media

  • Distribute leaflets in heavily trafficked business areas
  • Place print ads in local business-focused publications

Online Networking

  • Participate in forums like PortugalStartups.com
  • Explore opportunities in Facebook groups for Portuguese business owners

Cold Outreach

  • Use LinkedIn InMail and local business directory contacts for initial outreach
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Guide: How To Attract More Local Leads'
  • 'Webinar: Maximizing Google Ads For Your Business'
  • 'Free Ad Audit: Check Your Current Google Ad Effectiveness'

Tripwire Offer

  • 'Introductory Google Ad Campaign - First Month Free (Client Covers Ad Spend)'
  • 'One-time Detailed Ad Effectiveness Consultation'

Welcome Sequence

  • Email 1: Introduction and Thank You
  • Email 2: Guide/Webinar Delivery (Based on Lead Magnet)
  • Email 3: Introductory Offer (Tripwire) Invitation
  • Email 4: Success Stories Of Other Local Businesses

Segmentation

  • Tag Leads Based On Ad Performance (Low Performing, Average Performing, High Performing)
  • Segment Based On Service Industry (Plumber, Electrician, Etc.)

Chatbot and Automation

  • Chatbot On Website To Answer Common Questions And Capture Leads
  • Automate Initial Contact After Lead Capture with CRM Software (e.g., HubSpot)

2. My Lead Nurturing System

Marketing CRM

  • Recommended CRM: Zoho CRM, designed for new businesses with budget constraints
  • CRM to handle lead management and prospect nurturing
  • Include automation for emails, task reminders, and other follow-up activities

Automated Follow-Ups

  • Send an automated thank you email after successful lead capture
  • Include a call to action for the 1-month free trial in the follow-up
  • Automation for monthly check-in or meeting reminders

Newsletter

  • Quarterly newsletter
  • Content pillars: Success stories, industry news, company updates

Retargeting & Ads

  • Retargeting on Facebook following website visit
  • LinkedIn Lead Gen Ads for new lead capture

Social Media and Content

  • Weekly LinkedIn posts detailing business tips and success stories

Webinars and Events

  • Quarterly webinar for lead nurturing and education

Other Nurture Channels

  • Use WhatsApp for personalised follow-ups
  • Use Website Chatbot for instant interaction and lead capture

Sales CRM

  • Use Zoho CRM with Marketing CRM to seamlessly transfer leads

3. Sales Conversion Strategy

Sales Process

  • Ensure a follow-up mechanism after the initial contact
  • Use the first meeting to understand their business and target customers for ad creation
  • Make the 'free trial' offer prominent on website (CTA), social media, and in conversations
  • After a successful trial, work on completing the service agreement

Sales Assets

  • Develop scripts for follow-up emails and calls
  • Create a proposal template illustrating return on ad spend and potential lead growth
  • Prepare pitch decks showing business benefits and customer success stories

Testimonials and Case Studies

  • Collect testimonials from satisfied trial customers
  • Create case studies after successful campaigns and feature them on the website

Conversion Rate Insights

  • Implement conversion tracking using Google Analytics
  • Regularly review the data and adjust the sales process to improve conversion rates

Urgency and Offers

  • Present offers that tie to specific seasons (home renovation season, end-of-year budget spend, etc.)
  • Encourage fast action with limited-time bonuses (e.g. extra ad optimization, priority service)

Guarantees and Risk Reversal

  • Reinforce the 'no-cost' aspect of the free trial to alleviate risk concerns
  • Offer a satisfaction guarantee so paid service can be halted at any time

Shock and Awe

  • Send a personalized thank-you note after the first meeting
  • Provide a small, thoughtful gift (like a local specialty) after a successful trial
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email series introducing the services and benefits
  • Kick-off call to discuss strategy and set expectations
  • Printed welcome kit with company info and how-tos

Communication Cadence

  • Bi-weekly update emails on campaign progress
  • Monthly in-person meetings to discuss improvements

Client Education

  • FAQ section on website addressing common queries
  • Training videos on utilizing Google analytics reports

Personalized Touches

  • Birthday cards to foster a personal connection
  • Celebrating client milestones with personalized thank-you notes

Visuals and Documentation

  • Monthly reports showing before-and-after lead generation stats
  • Clear visuals of ad performance and progress

Feedback and Proactive Support

  • Feedback form after the free trial period
  • Regular check-ins for issues resolution and improvements

Guarantee or Promise

  • Risk-free 1-month trial demonstrating our service effectiveness
  • Performance guarantee: improvements in lead generation or plan revision

Operational Excellence

  • Standards for punctuality and professionalism in all interactions
  • Responsive customer support via phone, email, and in-person

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement 6 or 12-month contracts with a small discount to incentivize longer commitment

Upsells & Cross-Sells

  • Offer premium reporting as an upsell for those interested in detailed campaign analytics
  • Promote cross-sell of local SEO services for a comprehensive digital marketing presence

Bundling & Packaging

  • Bundle Google Ads management and premium reporting as a higher-tier service package

Loyalty & Retention Programs

  • Introduce a referral program where clients get a discount on their next month's bill for every successful referral

Custom Services and Personalization

  • Offer an upgraded service package which includes a quarterly business review or strategy session

Pricing Strategy

  • Incentivize longer-term commitments by discounting semi-annual or annual contracts
  • Test raising prices marginally for new clients while grandfathering existing clients at their current pricing

Customer Data and Insights

  • Implement some form of CRM to track customer engagement and identify opportunities for upsells

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a $50 discount to the referrer's next month’s service fee after the referee becomes a paying client.
  • Referees get a complimentary strategy session worth $100.

Shareable Assets

  • Develop a referral landing page on the website, summarizing the benefits and the process.
  • Create pre-designed Email templates including referral links for customers to share effortlessly.

Timing and Triggers

  • Ask for referrals immediately after their first successful lead generation, showcasing the value created.
  • Automate a reminder for staff to ask for referrals via WhatsApp during the monthly in-person meetings.

Client Success Stories

  • Collect success stories and publish them on the website, drawing attention to the quality of service.
  • Request powerful testimonials from satisfied customers, ideally after the first successful month of lead generation.

Referral Contests

  • Organize a quarterly 'Referral King' contest. The customer with the most referrals wins a free month of service.
  • Feature all contest participants on the website, providing them some recognition and the opportunity to highlight their own business.

Partner or Affiliate Programs

  • Develop a local business affiliate program targeting allied businesses with clients that could use Portimao Online's service.
  • Utilize a simple referral-tracking system to ensure referrers get their credit.

Thank-You Experience

  • Send personalized, handwritten thank you notes to each referrer.
  • Feature top referrers on your website and social media platforms for public recognition.

Take Your Marketing Plan to the Next Level

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