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Small Wonder Eyecare

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Our ideal customer is a Latin American male in his 50s, operating a business in the construction or related industry.

Audience Type

  • B2C
  • Entrepreneurs / Small Business Owners

Needs – Primary Buying Considerations

  • Prevention and early detection of eye health issues.
  • Personalized attention and thorough eye exam.

Demographics

  • Age Range: 50-60
  • Gender: Male
  • Geography: Bastrop County, United States
  • Income Level: $100,000 annually
  • Profession: Business owner - Construction or related industry

Psychographics

  • Lifestyle: Busy, hard-working
  • What they value: Family, Health, Attention to Detail, Time
  • Pain Points: Unsolved vision problems, inadequate attention in previous eyewear appointments
  • Buying Behavior: Values quality health care and thoroughness over price

2. My Message to My Target Audience

Refined Elevator Pitch

  • Small Wonder Eyecare provides hardworking Latino business owners with unrivalled vision care solutions, by focusing on preventive and holistic care, allowing them to confidently safeguard their most precious asset - their sight.

Understanding Their Pain Points

  • Routine eye check ups feel rushed and often fail to address deeper health issues.
  • They currently receive insufficient attention and care when it comes to their vision.
  • Their eye health concerns are often dismissed due to the lack of symptoms.

Transformation

  • Receive personalized, unhurried care that unearths hidden eye health issues.
  • Experience a boost in self-assurance, knowing their vision is in reliable hands.
  • Protect their vision with preventive eye care, enhancing their overall quality of life.

Unique Selling Proposition (USP)

  • We offer one-hour, one-on-one consultations that cover known and unknown eye health issues.
  • Our preventative, holistic approach ensures undiscovered health conditions are addressed early.
  • Unlike competitors, we address both symptomatic and asymptomatic eye health problems.

Brand Values & One-Liners

  • 'Your vision, our mission.'
  • 'Experience the clarity of preventive care.'
  • 'Your eyes deserve the hour.'

Tone

  • At Small Wonder Eyecare, we maintain a caring and attentive tone. We want our patients to feel listened to, reassured, and valued every step of the way.

Hero Text Idea

  • Flag Text: 'Serving Bastrop County's Vision Needs'
  • Main Headline: 'Unrushed, Preventative Eyecare that Sees More'
  • Sub Headline: 'Dedicated to Revealing the Unknowns of Your Eye Health and Empowering You with Confidence'
  • CTA: 'Schedule Your Personalized One-Hour Consultation Today'

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

Website

  • Improve website design to appeal to the target demographic (Latino males in their 50s)
  • Track click rates on 'Schedule Your Personalized One-Hour Consultation' CTA
  • Optimize the website for mobile usage, as construction workers are predominantly mobile users

Social Media

  • Focus on platforms like Instagram and Facebook where the target audience is most active
  • Post regularly (3x per week) featuring patient testimonials, health tips, and behind-the-scenes content
  • Run ad campaigns targeting small business owners in Bastrop County

Paid Advertising

  • Run awareness campaigns on Meta (Facebook & Instagram) targeting male owners of construction businesses in Bastrop County
  • Use Google Ads to bid on keywords like 'eye care', 'optometrist', and 'vision check'
  • Use a specialist in Hispanic marketing to ensure accurate targeting and messaging

Content Recommendations

  • Write blogs on eye care tips for busy business owners
  • Share articles that cover preventive eye care
  • Create infographics about common eye problems in the construction industry

Directories

  • Get listed on local directories like Yelp and Google My Business
  • Apply for inclusion in healthcare directories like Zocdoc and Healthgrades

Publications

  • Approach local newspapers like Bastrop County Times or magazines like Austin Monthly to feature Small Wonder Eyecare
  • Submit articles on eye health to industry-specific publications like Vision Monday

Partnerships & Outreach

  • Partner with local hardware stores and construction companies in Bastrop County for cross-promotions
  • Offer a special discount for members of the Bastrop County Chamber of Commerce

SEO and Content

  • Optimize the website and blog content for relevant keywords like 'holistic eye care', 'Bastrop County optometrist', and 'preventive vision check'
  • Implement structured data markup for better visibility in SERPs

Offline and Local Media

  • Sponsor local events in Bastrop County
  • Distribute flyers at construction sites and hardware stores
  • Use outdoor signage in high-traffic areas within the county

Online Events

  • Host webinars or virtual meetups on eye health for entrepreneurs
  • Participate in online health fairs and expos

Online Networking

  • Engage with the community on health and wellness forums
  • Join local Facebook groups and Reddit communities

Cold Outreach

  • Use email marketing to reach out to local businesses offering special corporate discounts for their employees
  • Send LinkedIn connection requests to local business owners
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Eye Health Guide for Contractors - A downloadable PDF covering specific eye risks for the construction industry and preventive care tips.
  • Online Vision Check - An interactive tool on the website to check basic vision parameters and generate a customized report.
  • 'Ask an Optometrist' - A free email consultation where people can ask eye-related questions and get professional advice.

Tripwire Offer

  • Starter Package - A discounted first appointment that includes a comprehensive eye exam, consultation, and a follow-up session.
  • Workers' Vision Package - A discounted group package for construction business owners to offer as an employee benefit.

Welcome Sequence

  • Send a welcome email immediately after someone signs up for the lead magnet, introducing Small Wonder Eyecare and its unique selling points.
  • Follow up with an email offering the Starter Package as a discounted first visit.
  • Continue the email chain with regular eye care tips and the latest happenings at the clinic.

Segmentation

  • Segment leads based on source of acquisition (e.g., lead magnet, online vision check, email consultation).
  • Further segment Signed-up leads into 'Has visited' and 'Yet to visit' based on their interaction with the tripwire offer.

Chatbot and Automation

  • Implement a chatbot on the website that assists visitors in scheduling appointments, providing basic eye care advice, and directing complex questions to the optometrist.
  • Use automation to trigger the welcome emails and follow-ups based on users' actions, such as signing up for a lead magnet or booking an appointment.

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Unspecified. Please consider using HubSpot for its robust automation features
  • Automation capabilities: Sending automated emails and SMS after specific triggers
  • Recommended improvements or replacements: Implementing dynamic segmentation and lead scoring

Sales CRM

  • Current platform: Unidentified. Zoho CRM recommended, it provides a streamlined handoff process and caters to smaller businesses
  • Pipeline tracking or handoff process: Track leads converted to appointments and sales
  • Recommended upgrades: Integrate appointment scheduling directly into the CRM

Automated Follow-Ups

  • Types of automations: Post-appointment reminders, follow-ups for booking annual eye checks, seasonal eye care tips
  • Frequency or triggers: Send reminders 1 week after appointment and an annual eye-check booking email 11 months after appointment

Newsletter

  • Frequency: Bi-weekly
  • Topics or content pillars: Eye care tips, patient success stories, latest developments in eye care
  • Segmentation: New leads, patients who haven’t booked an appointment, regular patients

Retargeting & Ads

  • Platforms and goals: Google display for remarketing, Meta for lead ads, LinkedIn Ads for local business owner targeting

Social Media and Content

  • Posting frequency: Three posts per week
  • Content type or campaign focus: Health tips, behind the scenes glimpses, updates on events

Webinars and Events

  • Suggested cadence or purpose: Quarterly webinars on eye health topics

Other Nurture Channels

  • WhatsApp for appointment reminders, availability, and follow-ups

3. Sales Conversion Strategy

Sales Process

  • Evaluate current appointment scheduling process: identify and resolve friction points.
  • Integrate scheduling with the CRM for better tracking and follow-up.
  • Create a script for initial client communications to ensure consistent trust-building messages.
  • Automate follow-up reminders to contact leads who have not completed their appointment booking.

Sales Assets

  • Develop FAQ sheet addressing common concerns to share with leads.
  • Create a simple yet convincing proposal deck highlighting USP, benefits, testimonials for the 'unsure' leads.

Testimonials and Case Studies

  • Request testimonials from satisfied customers post-appointment; use video testimonials if possible.
  • Create case studies of complex cases resolved effectively; highlight on website and proposals.

Conversion Rate Insights

  • Use CRM to track lead conversion rates.
  • Focus on improving appointment completion rates.

Urgency and Offers

  • Introduce limited-time 'eye health checkup' packages targeting construction workers.
  • Promote fast-booking incentives like priority scheduling.

Guarantees and Risk Reversal

  • Highlight the 'Free recheck for glasses prescriptions' in communications; adds assurance.
  • Establish a clear, patient-friendly refund and rescheduling policy.

Shock and Awe

  • Send personalized thank you emails post appointment with a small discount on next check-up.
  • Create simple branded materials like lens cleaners as gifts for first-time patients.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email containing a personal video message from the doctor.
  • Appointment reminder sent one day prior providing necessary instructions.

Communication Cadence

  • Monthly e-newsletters containing eye health information and clinic news.
  • Text or call confirmation for appointments.

Client Education

  • Printable "Eye Health & You" guides available on the website.
  • Instructional videos available on website for eye care routines and medication administration.

Personalized Touches

  • Birthday card mailed to each client.
  • Small gift (cleaning kit) delivered with every new pair of glasses.
  • Celebratory message on achieving vision health milestones.

Visuals and Documentation

  • Before-and-after visual layouts of major vision improvements.
  • Quarterly reports documenting eye health progress.

Feedback and Proactive Support

  • Convenient feedback boxes within clinic and on website.
  • Swift service recovery protocol in case of dissatisfaction.

Guarantee or Promise

  • Retesting guarantee for glasses prescriptions.
  • Patient-first policy ensuring quality service and focus on preventative care.

Operational Excellence

  • Strict adherence to one hour individual slots to avoid rush.
  • Maintaining high standards of clinic appearance and professionalism.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement annual eye check-up plans with discounted renewal rates.
  • Encourage family packages: offer a discount for each additional family member added.

Upsells & Cross-Sells

  • Introduce premium eye health packages with add-ons like advanced diagnostic tests.
  • Cross-sell branded eyewear and contact lenses after eye examinations.

Bundling & Packaging

  • Bundle eye examination with follow-up consultations and glasses/contacts as an all-in-one package.
  • Offer tiered pricing: basic examination, advanced examination with longer consultation, premium with add-ons.

Loyalty & Retention Programs

  • Create a referral program: discounts on check-ups for existing customers for each successful referral.
  • Offer 'eyesight miles': earn on every visit, redeemable on future eye care services.

Custom Services and Personalization

  • Introduce 'White-glove' premium package: extended hours, top priority in scheduling, personalized service.

Pricing Strategy

  • For long-term commitment (annual renewals), offer tiered discounts: higher commitment, lower price per session.

Customer Data and Insights

  • Use CRM data to identify patterns: most requested services, common diagnosis, and tailor offers.
  • Launch satisfaction surveys to gain insights into what aspects customers value or areas for improvement.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer $50 off next appointment for referrers.
  • Provide a 10% discount to referees on their first consultation.

Shareable Assets

  • Create customizable email templates with a referral link.
  • Develop beautiful digital referral cards to be shared on social platforms.

Timing and Triggers

  • Request for referrals after a successful consultation.
  • Automate email reminders to patients 1 week after their consultation.

Client Success Stories

  • Collect testimonials and share them on website and social channels to inspire referrals.
  • Include patient's before and after transformation in testimonials.

Referral Contests

  • Conduct quarterly referral contests with a chance to win free consults for a year.
  • Recognize top referrers on social media platforms.

Partner or Affiliate Programs

  • Partner with local businesses in construction field to refer their workers.
  • Apply unique tracking codes for referral tracking.

Thank-You Experience

  • Thank top referrers with a gift card to a local restaurant.
  • Send handwritten thank-you notes expressing gratitude for the referral.

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