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Schooley Mitchell

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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.

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  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

  • Organizations in business for 3+ years with $5+ million in annual revenue or 15+ employees that want to optimize their expenses.

Audience Type

  • B2B
  • Targeting businesses with substantial spending that can benefit from expense analysis and optimization.

Industries (if B2B)

  • All industries with high operational costs

Needs – Primary Buying Considerations

  • Desire to improve cash flow and profits by reducing ineffective spending
  • Interest in services that offer comprehensive reviews and optimization suggestions

Demographics

  • Business Size: Larger scale businesses, either 15+ employees or $5+ million in annual revenue

Psychographics

  • Pain Points: High operational expenses, inefficient spending
  • Buying Behavior: Open to consulting services, attracted to the prospect of cost-saving analysis and strategy
  • Decision-Making Roles:
  • Primary Decision Maker: Business owner or financial manager
  • Secondary Decision Influencers: Other senior executives
  • Support Roles: Accounting or financial department

2. My Message to My Target Audience

Refined Elevator Pitch

  • Schooley Mitchell provides businesses with improved cashflow and higher profits by uncovering non-productive expenses, so they can invest more in their growth.

Understanding Their Pain Points

  • Unable to identify non-productive expenses affecting profitability
  • Struggling with optimizing operations due to inefficient spending
  • Overwhelmed by complex financial management

Transformation

  • Profit growth through cost optimization
  • Enhanced business efficiency with smarter spending
  • Financial clarity leading to better investment decisions

Unique Selling Proposition (USP)

  • Exclusive focus on comprehensive expense review and optimization
  • Proof of savings through detailed financial analysis
  • An edge over competitors due to unique, high-ROI service

Brand Values & One-Liners

  • 'Lower your costs, not your expectations!'
  • 'We find money you didn't know you were wasting'
  • 'We turn your expenses into investments'

Tone

  • Schooley Mitchell speaks with an authoritative, clear, and empathetic tone designed to reassure customers about their financial futures.

Hero Text Idea

  • Flag Text: 'Profit Optimization for U.S Businesses'
  • Main Headline: 'Turn Your Hidden Expenses into Investments'
  • Sub Headline: 'At Schooley Mitchell, we uncover non-productive expenses and help you reinvest them. Grow your business with smarter spending.'
  • CTA: 'Start your financial transformation today'

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

Website

  • Optimize for mobile view as most B2B decision-makers access resources on-the-go.
  • Add clear conversion CTAs such as 'Schedule a Consultation' or 'Request a Free Expense Analysis'.
  • Implement Google Analytics to track website engagements and user behavior.

Social Media

  • Leverage LinkedIn for thought leadership content and network building.
  • Post 2-3 times a week highlighting client success stories, quick tips for expense optimization, and industry news.

Paid Advertising

  • Run targeted LinkedIn Ads aimed at business owners and financial managers within companies.
  • Use Google Ads for targeted search campaigns using keywords around expense optimization and consulting.

Content Recommendations

  • Blog posts on topics like 'Ways to Identify Non-Productive Spending', 'Normalizing Expense Review in Business Planning'.

Directories

  • List services on B2B service directories like Clutch, UpCity.
  • Local Business directories like Chamber of Commerce.

Partnerships & Outreach

  • Network with accounting firms for possible client referrals.
  • Partner with local business organizations for events or webinars.

SEO and Content

  • Focus on keywords around expense management and consultancy.
  • Regularly produce blog content to enhance organic search visibility.

Offline and Local Media

  • Sponsor local trade shows or business events.
  • Promote through local business newspapers or magazines.

Online Networking

  • Engage in financial management and small business forums (e.g., Wall Street Oasis, Small Business Forums).
  • Join relevant LinkedIn Groups focused on business growth.

Cold Outreach

  • Connect with potential clients on LinkedIn and offer a free initial consultation
  • Email campaign targeting prospective clients with an invitation for a free expense analysis
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • '5 Most Common Non-Productive Expenses Killing Your Profits' (Guide)
  • 'Business Expense Health Check' (Online Quiz)
  • 'See How Much You Could Save' (Calculator)

Tripwire Offer

  • 'Quick Scan Expense Analysis' at a discounted price
  • 'Financial Deep Dive' one-hour consultation

Welcome Sequence

  • Welcome email with lead magnet download link
  • Follow-up email explaining tripwire offer benefits
  • Case study email showcasing client success stories

Segmentation

  • Tag leads based on industry and business size
  • Segment leads by engagement level (opened emails-clicked links-downloaded lead magnet)

Chatbot and Automation

  • Implement a chatbot to engage website visitors, answer FAQs, and gather lead information
  • Use automation to send personalized follow-up emails to newly captured leads

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Not listed
  • Upgrade to a robust CRM like HubSpot, focused on marketing automation and data segmentation. Ideal for small businesses.

Sales CRM

  • Since the sales process is mostly manual, incorporate a CRM like Pipedrive for easy tracking and sales funnel management.

Automated Follow-Ups

  • Implement Welcome Sequence automation after the lead magnet download.
  • Set triggers for the progress of leads through the sales pipeline (lead classification, proposal sent, and deal closed).

Newsletter

  • Monthly newsletters featuring expense optimization tips, case studies, and industry updates.
  • Segment the newsletter content based on industries and size of the businesses.

Retargeting & Ads

  • LinkedIn Ads focused on brand visibility and lead generation.
  • Google Retargeting Ads for visitors who download the lead magnet or engage with key website pages.

Social Media and Content

  • Weekly posts on LinkedIn sharing business tips, expense optimization insights, and client success stories.
  • Quarterly blog posts on expense management and financial efficiency for businesses.

Webinars and Events

  • Bi-annual webinars showcasing in-depth strategies for expense optimization.

Other Nurture Channels

  • Implement a customized chatbot to answer FAQs, schedule consultations, and capture lead information on the website.
  • An SMS follow-up sequence for leads who opt for it, sharing bite-sized expense optimization tips.

3. Sales Conversion Strategy

Sales Process

  • Review Schooley Mitchell's sales process to identify potential friction points.
  • Steps to reduce friction could include: more detailed/the right amount of prospect qualification; clearly outlining steps of the process early on; immediate follow-ups.
  • Add steps in the process to address common objections beforehand.
  • Automate follow-up reminders in CRM system.

Sales Assets

  • Develop sales scripts for introductory call, presentation, and closing the deal.
  • Create a pitch deck that highlights benefits and features of the service, including case study examples.
  • Develop a polished and persuasive service proposal template.
  • Establish SOPs for each step of the sales process.

Objection Handling and Guarantee Strategy

  • Identify common objections (such as cost, ROI, disruption to their business) and develop responses for each.
  • Offer a guarantee that they will find savings or the service is free to address risk concerns.

Testimonials and Case Studies

  • Build a solid strategy for collecting testimonials and case studies from happy customers.
  • Structure testimonials to highlight the money saved and the beneficial process.
  • Showcase testimonials on the website, proposals, social media, and emails.

Conversion Rate Insights

  • Track the conversion rate of leads through the sales funnel stages in the CRM system.
  • Set goals to increase the conversion rate through continuous improvement and personalization of sales follow-ups.

Urgency and Offers

  • Highlight the urgency of optimizing expenses for business profitability.
  • Develop limited-time offers (e.g., discounted price for the first contract) to prompt action.
  • Use Scarcity: Highlight limited slots for free initial consultations.

Gifts to Prospects

  • Send personalized thank you notes after the initial consultation.
  • Surprise valuable leads with a business book or small gift related to financial management.

Risk Reversal

  • Emphasize the risk-free aspect of engaging with Schooley Mitchell: no savings found, no fee charged.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized kickoff call discussing the customer's business financials and pain points
  • Welcome emails to educate on process and next steps
  • Comprehensive review of client's spending to set clear expectations

Communication Cadence

  • Monthly analysis and report update calls
  • Email updates on key findings and recommendations
  • Regular text or email reminders for upcoming meetings and deadlines

Client Education

  • Client access to a knowledge center with guides and FAQs on cost optimization
  • Training videos on understanding financial reports
  • Workshops/webinars on financial management and cost reduction strategies

Personalized Touches

  • Handwritten thank you notes post-signing the service agreement
  • Celebrating savings milestones with a featured client story
  • Birthday messages to key client contacts

Visuals and Documentation

  • Detailed monthly spending reports showcasing savings
  • Infographic summaries of key findings and recommendations
  • Before and after comparison of spending habits

Feedback and Proactive Support

  • Regular satisfaction surveys to gather feedback
  • Quick resolution protocols to address and fix issues timely
  • Proactive financial advice service offering occasional ad hoc recommendations

Guarantee or Promise

  • "No savings, no fee" service guarantee
  • Promise of continuous support and advice to improve spending

Operational Excellence

  • Adherence to scheduled calls and meetings with no delays
  • Clean and professional communication with clients
  • Timely delivery of reports and updates

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer discounted service agreements for clients who commit to yearly terms

Upsells & Cross-sells

  • Develop premium services like real-time expense tracking or in-depth strategic consulting
  • Cross-sell expense analysis for different business areas (IT, telecom, waste management, etc.)

Bundling & Packaging

  • Package different analysis services together for a discounted rate
  • Offer tiered service packages based on business size and needs

Loyalty & Retention Programs

  • Implement a referral program offering discounts for clients introducing new businesses

Custom Services and Personalization

  • Develop personalized financial improvement plans based on deep analysis

Pricing Strategy

  • Offer incentives (e.g., reduced fees) for long-term commitment
  • Implement value-based pricing, showing clients the savings they gain

Customer Data and Insights

  • Use CRM to track client retention and performance metrics
  • Analyze churn reasons and develop strategies to prevent them

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Tiered cash rewards for referrers ($50 for first client, $100 for second, $200 for third, etc.)
  • Exclusive offers for referees (10% off initial cost analysis service)

Shareable Assets

  • Referral code system easily shared via email or social media
  • Pre-made social posts highlighting cost savings from using Schooley Mitchell
  • Business cards including a referral section

Timing and Triggers

  • Ask for referrals after presenting successful findings and recommendations
  • Automated email campaign requesting referrals after 3 months of service

Client Success Stories

  • Regular collection of testimonials highlighting savings achieved
  • Social media shoutouts to successful clients and their businesses

Referral Contests

  • Quarterly contests — the client who refers most new businesses wins a free expense analysis

Partner or Affiliate Programs

  • Business partnerships with complimentary B2B service providers (accountants, finance consultants) who can refer Schooley Mitchell to clients

Thank-You Experience

  • Custom thank-you notes mailed to top referrers
  • Public recognition for top referrers on Schooley Mitchell's website or newsletter

Take Your Marketing Plan to the Next Level

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team.

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