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Shepherds Loft

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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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  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

  • Service-based businesses with a visual portfolio and local businesses with e-commerce needs looking to grow their customer base.

Audience Type

  • B2B
  • Service-based enterprises, local e-commerce businesses

Industries (if B2B)

  • Creative and visual arts
  • Retail and e-commerce

Needs – Primary Buying Considerations

  • Need for customer growth
  • Access to a wider network

Demographics

  • Business Size: Small to medium

Psychographics

  • Lifestyle: Growth and impact-focused
  • What they value: Expansion of customer network
  • Pain Points: Limited reach and customer base
  • Buying Behavior: Responsive to strategic B2B services
  • Decision-Making Roles:
  • Primary Decision Maker: Business Owners
  • Secondary Decision Influencers: Marketing departments
  • Support Roles: Technical & web teams

2. My Message to My Target Audience

Refined Elevator Pitch

  • Shepherds Loft enables service-based and local businesses to attract the right customers by devising profitable websites, helping them grow and prosper.

Understanding Their Pain Points

  • Struggling to gain quality leads and the right customers.
  • Currently operating a non-optimized, inefficient website.
  • Ineffective online presence leading to weak business growth.

Transformation

  • Increased customer reach and quality lead generation.
  • Emotional satisfaction from a thriving and successful business.
  • Significant improvement in brand recognition and online reputation.

Unique Selling Proposition (USP)

  • Expertise in creating profitable websites for specific niche businesses.
  • Proven success stories and access to a beneficial network.
  • Superior to competitors due to personalized service and continued support throughout the business maturity.

Brand Values & One-Liners

  • 'Turning businesses around with profitable websites.'
  • 'Transforming online presence, transforming businesses.'
  • 'With Shepherds Loft, your website works for you.'

Tone

  • Shepherds Loft speaks in a professional, approachable tone inspiring trust, clarity, and transformation. It ignites excitement about potential business growth.

Hero Text Idea

  • Flag Text: 'For Local & Service-Based Businesses'
  • Main Headline: 'Driving Growth through Profitable Websites'
  • Sub Headline: 'Harness the power of an optimized online presence and attract the right customers. Watch your business thrive with Shepherds Loft.'
  • CTA: 'Get a Free Instant Quote Now'

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

Website

  • Continue using WordPress due to its flexibility & existing setup
  • Track conversions such as quote requests or appointment bookings
  • Focus on mobile optimization due to potential increased usage by local, service-based businesses

Social Media

  • Instagram: Showcase portfolio work 3x per week.
  • LinkedIn: Share customer success stories & business updates biweekly.

Paid Advertising

  • Google Ads: Target service-based businesses seeking website support.
  • LinkedIn Ads: Reach professionals in target industries.

Content Recommendations

  • Blog series on 'Growing your business with the right website'.
  • Case studies of successful web development projects.

Podcasts

  • Secure guest spots on B2B podcasts like 'B2B Growth Show'
  • Consider hosting a podcast on business growth strategies.

Directories

  • Register with 'B2B Ratings and reviews' and 'Clutch' directories for IT Services and Software.

Publications

  • Write guest posts for 'Business 2 Community', 'E-Commerce Times'.

Partnerships & Outreach

  • Partner with local chambers of commerce for referrals.
  • Join networking groups like BNI.

SEO and Content

  • Optimize website content for SEO with keywords like 'profitable website design'.
  • Regularly blog about topics relating to web design and e-commerce.

Offline and Local Media

  • Sponsor local business events.
  • Distribute flyers at local networking events.
  • Advertise in local business publications.

Online Events

  • Host webinars on 'Maximizing Business Growth with a Profitable Website'.

Online Networking

  • Engage in Quora discussions around web design and e-commerce.
  • Join and be active in relevant LinkedIn groups.

Cold Outreach

  • Reach out to local businesses with underperforming websites via email.
  • Connect and engage with potential clients on LinkedIn.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Guide: 'Maximizing Growth with a Profitable Website'
  • Free Website Audit Report
  • Access to a single chapter of an 'E-commerce Success' e-Book

Tripwire Offer

  • Discounted Consultation Session
  • Initial Website Performance Review at a low cost
  • Limited-time special price for 'Website SEO Clean-up' services

Welcome Sequence

  • Personalized welcome email presenting Shepherds Loft and its values
  • Following emails highlighting the benefits and testimonials
  • Series of actionable tips to improve the website

Segmentation

  • Businesses looking for a new website versus those needing website optimization
  • Segmentation by business size and industry
  • Segment by engagement level with emails and website

Chatbot and Automation

  • Implement Chatbot for an immediate website audit and query resolution
  • Automated segmentation based on chatbot interactions
  • Alert automation for potential clients engaging more with content

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: HubSpot (Free to start, scales with growth)
  • Automation capabilities: Email automation, form submissions, lead scoring

Sales CRM

  • Recommended platform: Pipedrive (Affordable, easy to use for small businesses)
  • Pipeline tracking: Visual, customizable stages

Automated Follow-Ups

  • Post-opt-in: Welcome sequence introducing Shepherds Loft and its services
  • Frequency: 3 emails over 2 weeks

Newsletter

  • Frequency: Bi-weekly
  • Topics: Latest success stories, website tips, new service announcements

Retargeting & Ads

  • Google Ads: Retarget website visitors
  • Goals: Increase engagement and conversions

Social Media and Content

  • Posting frequency: 3x weekly on Instagram, 2x weekly on LinkedIn
  • Content Focus: Portfolio showcases, customer success stories

Webinars and Events

  • Suggested cadence: Monthly webinars on topics like 'Maximizing Business Growth with a Profitable Website'

Other Nurture Channels

  • Chatbot: Provide immediate website audit, answer queries
  • SMS: Notify about new blog posts, webinar invitations

3. Sales Conversion Strategy

Sales Process

  • Encourage leads to complete an instant quote on the website
  • Schedule an appointment to discuss specifics and needs
  • Use automated email follow-ups for non-responsive leads

Sales Assets

  • Create a sales pitch deck to share during appointments
  • Develop a results-focused proposal template
  • Create a script for objection handling, focusing on budget and value

Testimonials and Case Studies

  • Request testimonials from successful clients to share on website and in proposals
  • Showcase impactful case studies during client appointments

Conversion Rate Insights

  • Implement a CRM to track conversion rates
  • Establish a goal to improve conversion rate by 15%

Urgency and Offers

  • Offer a limited-time discount for leads scheduling their first appointment
  • Create urgency with a counter for remaining spots each month

Guarantees and Risk Reversal

  • Offer a satisfaction guarantee for the first month of service
  • Implement a 'money-back' policy for not achieving agreed results

Shock and Awe

  • Provide a personalized gift (e.g., branded notebook) after their first appointment
  • Send a handwritten thank you note after finalizing a proposal
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Send a welcome email outlining next steps and linking to educational resources.
  • Schedule a kickoff call to understand client needs and expectations.
  • Mail a printed welcome kit with Shepherds Loft branded goodies.

Communication Cadence

  • Set bi-weekly video check-ins for project updates.
  • Send a monthly email newsletter with tips and exciting company news.
  • Use texts for any urgent communication or milestone achievements.

Client Education

  • Develop a "Knowledge Hub" on the website with guides and FAQs.
  • Create educational videos on how a profitable website works.
  • Host quarterly webinars discussing relevant topics.

Personalized Touches

  • Send a handwritten note on business anniversaries or successful project completion.
  • Celebrate client's significant milestones with a social media shout-out.
  • Mail holiday season gifts or company swag.

Visuals and Documentation

  • Share before and after website transformation photos.
  • Provide monthly SEO report and performance recap.
  • Offer website maintenance documentation at project completion.

Feedback and Proactive Support

  • Distribute an annual feedback survey to identify satisfaction levels and areas for improvement.
  • Set up a chatbot on the website for instant queries and problem-solving.
  • Make regular calls purely focused on soliciting feedback and updates.

Guarantee or Promise

  • Implement a 30-day performance guarantee on all website optimization services.
  • Promise 24/7 support for any website issues, with prompt resolution.
  • Offer a “love it or leave it” trial period for new services.

Operational Excellence

  • Ensure scheduling flexibility with calendar invites that clients can modify.
  • Implement appearance standards for all staff for professionalism.
  • Set a 24-hour communication response standard.

Additional Touch

  • Send a "web trends" report every year to help them stay updated.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce annual contracts with competitive pricing
  • Implement retention campaigns targeting at-risk accounts

Upsells & Cross-Sells

  • Offer additional services or website features as upsells
  • Cross-sell value-added services like advanced SEO or social media integration

Bundling & Packaging

  • Bundle services (SEO, design, maintenance) into tiered packages
  • Offer all-inclusive packages for complete website solution

Loyalty & Retention Programs

  • Launch a client referral incentive program
  • Implement customer benefit for consistent renewals (i.e., free service upgrade after a year)

Custom Services and Personalization

  • Offer tiered service levels to match the varying needs of clients
  • Provide custom website design upgrades for premium customers

Pricing Strategy

  • Offer discounted renewal rates for long-term contracts
  • Adapt value-based pricing, charging based on the perceived value

Customer Data and Insights

  • Implement a customer-relationship management (CRM) system for customer data tracking
  • Identify at-risk accounts and develop targeted retention strategies

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer discounted or complimentary service upgrade for successful customer referrals
  • Provide exclusive early access or bonuses to referrer's referred business

Shareable Assets

  • Pre-crafted social media posts featuring customer success stories
  • Downloadable PDF referral cards with business introduction and benefits

Timing and Triggers

  • Request referrals after a noticeable growth or success for the client's business
  • Trigger an automated email requesting referrals after three months of continuous service

Client Success Stories

  • Regularly request customer testimonials and share high-performing stories on social channels
  • Feature success story testimonials on referral landing page

Referral Contests

  • Hold a quarterly "Referral Rush" contest, with top referrers winning a month of complimentary service

Partner or Affiliate Programs

  • Build a B2B Partnership Program with related service providers (graphic designers, content marketers)

Thank-You Experience

  • Send personalized thank-you notes for every successful referral
  • Recognize top referrers quarterly on major social media platforms

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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