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Strate Accounting and Payroll LLC

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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

  • Local small businesses in need of outsourced bookkeeping and payroll services, primarily in the construction trades, chiropractic practices, salons, therapy practices, auto repairs, and pet grooming businesses.

Audience Type

  • B2B
  • Small business owners/operators

Industries (if B2B)

  • Construction
  • Healthcare (Chiropractors)
  • Beauty (Salons)
  • Healthcare (Therapists)
  • Auto Repairs
  • Pet Care (Groomers)

Needs – Primary Buying Considerations

  • Outsourced bookkeeping and payroll services
  • Convenience and reliability

Demographics

  • Age Range: Not specified
  • Gender: Both
  • Geography: Local to the business (United States)
  • Income Level: Not specified
  • Profession: Small business owners/operators in specified industries
  • Business Size: Small businesses

Psychographics

  • Lifestyle: Busy business owners who prefer to outsource financials
  • What they value: Reliability, convenience, understanding of their finances
  • Pain Points: Managing financials while operating a business
  • Buying Behavior: Likely value for money and service reliability
  • Decision-Making Roles :
  • Primary Decision Maker: Business owner
  • Secondary Decision Influencers: Not specified
  • Support Roles: Not specified

Secondary Target Market (only if applicable)

  • Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • Strate Accounting and Payroll LLC empowers small businesses by managing their financial responsibilities, enabling them to understand their finances better and focus on their expertise.

Understanding Their Pain Points

  • Handling accounting, bookkeeping and payroll tasks.
  • Unable to decipher financial data and how it informs business strategy.
  • Spending too much vital work time on financial management.

Transformation

  • Improve financial management and decision making.
  • Greater peace of mind about the financial health of their business.
  • More time to focus on core business activities.

Unique Selling Proposition (USP)

  • Profound understanding and care for small businesses’ challenges.
  • Expertise in various industries: construction, chiropractic, personal care, auto repair and pet grooming.
  • Free initial consultation ensuring right fit before commitment.

Brand Values & One-Liners

  • 'Empowering Small Businesses. Supporting Success.'
  • 'We Handle Your Numbers. You Handle Your Business.'
  • 'Deciphering Finances. Driving Growth.'

Tone

  • Strate Accounting and Payroll LLC speaks in a friendly, down-to-earth tone that puts clients at ease about intimidating financial topics. We aim to make clients feel supported, understood, and confident in their business growth.

Hero Text Idea

  • Flag Text: 'Empowering Local Small Businesses'
  • Main Headline: 'Expert Financial Management for Growth-Focused Small Businesses'
  • Sub Headline: 'Streamline your accounting, understand your finances, and focus on what you do best – growing your business.'
  • CTA: 'Book Your Free Consultation Today'

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

Website

  • Continue refining the SEO of the Wordpress site to draw more organic traffic.
  • Track conversions, such as appointment bookings and contact form submissions.
  • Optimize the website for mobile use, recognizing that business owners might access the site on-the-go.

Social Media

  • LinkedIn: Regular posts (3x per week) focusing on business finance tips, customer success stories, and service presentations.
  • Facebook: Paid ads targeting local businesses in the construction, healthcare, beauty, auto repairs, and pet care industries.

Paid Advertising

  • Google Ads: Prioritize local SEO keywords for targeted Ad campaigns.
  • LinkedIn Ads: Use targeted ads to reach decision-makers in the preferred industries.

Content Recommendations

  • Blog post topics: Tips for financial management for small businesses, Understanding payroll processes, The advantages of outsourcing bookkeeping

Directories

  • Join online directories such as Yelp, Yellow Pages and Google My Business, specifically targeting service providers for small businesses.

Partnerships & Outreach

  • Reach out to local industry organizations (such as the National Association of Home Builders, American Chiropractic Association, etc.) for partnerships or event sponsorships.

SEO and Content

  • Implement a blog strategy focused on financial management tips and tricks for small businesses.

Offline and Local Media

  • Participate in local business events and sponsorships.
  • Provide educational workshops or seminars about small business finance management in local community centers.

Online Events

  • Host webinars about small business financial management and invite local business owners.

Online Networking

  • Participate actively in business forums on platforms like Quora, Reddit’s small business community, and LinkedIn groups.

Cold Outreach

  • Develop an email outreach campaign to targeted local businesses, offering initial free consultation.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Financial Health Checklist for Small Businesses
  • A 'Understanding Your Numbers' eBook
  • 'Quick 10' - a short, daily email series with finance tips for small businesses

Tripwire Offer

  • A heavily discounted first-month bookkeeping service
  • Low-cost financial health audit for small businesses
  • Introductory rate for an end-of-month financial report and analysis

Welcome Sequence

  • Introduction email with lead magnet download link
  • Follow-up email with tripwire offer
  • Email highlighting success stories of existing clients
  • Final email with strong call-to-action for primary service (bookkeeping, payroll etc.)

Segmentation

  • By industry (construction, healthcare, beauty, auto repair, pet grooming)
  • By business size (sole proprietorship, small team, medium-sized business)

Chatbot and Automation

  • Implement on-site chatbot for immediate query handling
  • Automate initial client onboarding (welcome email, lead magnet delivery, follow-up emails)
  • Recommend implementing a CRM to manage leads effectively and nurture the sales process

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: HubSpot because of its automation capabilities and it is suitable for small to medium-sized businesses
  • Define client lifecycle stages for organized tracking

Sales CRM

  • Recommended platform: Zoho CRM because it seamlessly integrates with a range of other tools and is ideal for small businesses
  • Implement a structured sales pipeline for efficient tracking

Automated Follow-Ups

  • Send a welcome email sequence post consultation
  • Schedule reminder emails for upcoming appointments
  • Implement reactivation emails for clients inactive for over three months

Newsletter

  • Send a monthly newsletter focusing on latest financial tips, regulatory updates, and case studies
  • Segment audience by industry for tailored content

Retargeting & Ads

  • Use Facebook for retargeting ads
  • Use Google Ads for service-specific keyword targeting

Social Media and Content

  • Maintain a consistent posting schedule: three times a week on LinkedIn, weekly on Facebook
  • Focus on content that educates about financial management and showcases client success stories

Webinars and Events

  • Conduct a monthly free webinar focused on financial management for small businesses

Other Nurture Channels

  • Use a chatbot on website for immediate response to inquiries
  • Send SMS reminders for upcoming appointments

3. Sales Conversion Strategy

Sales Process

  • Map out a polished sales process including initial consultation, proposal sharing, negotiation, and purchase completion.
  • Follow-up at every stage either manually or with automated emails.

Sales Assets

  • Create an SOP for your sales process including consulting sessions, proposal creation, and follow-ups.
  • Develop pitch deck focusing on the unique benefits of Strate Accounting and Payroll LLC for distinct industries.

Objection Handling

  • Create and train your team on an objection-handling script targeting common concerns like pricing and service necessity.

Testimonials and Case Studies

  • Implement a system for collecting and showcasing testimonials and case studies from happy clients.
  • Use these on your website, social media, and in proposals.

Conversion Rate Tracking

  • Implement conversion tracking in place to measure success of digital marketing actions.
  • Adjust strategies according to findings from tracking conversion rates.

Urgency and Offers

  • Create seasonal offers (tax season, end of fiscal year) to boost sales.
  • Implement time-bound promotions to incentivize quick decisions.

Guarantees and Risk Reversal

  • Implement a satisfaction guarantee, making it risk-free for leads to try your services.

Shock and Awe

  • Consider sending a gift or a special thank you note to prospects after their initial consultation.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Email introduction to the Strate team post initial consultation
  • Provide an outline of the services selected and next steps
  • Kick-off video call to walk through the accounting process and address queries

Communication Cadence

  • Monthly status update calls or webinars to discuss financial standing and advice
  • Quarterly detailed report emails to illustrate financial growth

Client Education

  • Monthly blog posts illustrating key financial concepts for small businesses
  • FAQs section on website addressing accounting and payroll questions
  • Educational videos on understanding financial reports

Personalized Touches

  • Celebrating client business anniversaries with personalized messages
  • Sending thank-you notes post major business financial milestones
  • Occasional small gifts like branded stationery

Visuals and Documentation

  • Monthly financial overviews provided with clear visuals, charts and infographics
  • YoY financial growth reports with commentary

Feedback and Proactive Support

  • Bi-annual detailed feedback surveys
  • Designated support contact for immediate accounting concerns
  • Quick resolution promise of 24-48 hours for accounting issues

Guarantee or Promise

  • 100% satisfaction guarantee or the month's service fee is on us

Operational Excellence

  • Consistent communication with professional, friendly language
  • High-level data security standards for all financial information
  • Commitment to punctuality for all scheduled meetings and report deliveries

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer annual contract with a discount for early renewal
  • Reward long-term clients with free additional monthly consultations

Upsells & Cross-Sells

  • Off-peak consultation hours as premium upsell
  • Cross-sell payroll service to existing bookkeeping clients

Bundling & Packaging

  • Bundle accounting and payroll services into 'Business Essentials' package
  • Tiered packages: Basic (bookkeeping, tax preparation), Premium (additional payroll services), VIP (include ongoing consultations)

Loyalty & Retention Programs

  • Implement a VIP loyalty program rewarding clients for length of commitment
  • Offer referral reward scheme for clients who recommend other businesses

Custom Services and Personalization

  • Personalized year-end report as part of an upgraded package

Pricing Strategy

  • Offer discounts for longer term commitments
  • Introduce tiered pricing based on the level of personalized services needed

Customer Data and Insights

  • Use Customer Relationship Management (CRM) tool to track customer history and identify upsell opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • For every successful referral, referrers get a month of free service.
  • New clients (referees) receive a 10% discount on their first invoice.

Shareable Assets

  • Provide referrers with digital marketing assets (social media posts, emails) they can use for referrals.
  • Create custom referral codes or links for referrers to share.

Timing and Triggers

  • Send referral request emails after each successful quarterly report.
  • Train staff to ask for referrals during discovery meetings with satisfied clients.

Client Success Stories

  • Regularly share client testimonials/stories on social channels and website.
  • Encourage clients to share their success stories on social media and via email to inspire referrals.

Referral Contests

  • Quarterly 'Power Referrer' contests with a special reward for the client who refers the most new businesses.

Thank-You Experience

  • Send handwritten 'thank you' notes to all clients who refer new businesses.
  • Announce 'Power Referrers' publicly on social media for recognition.

Take Your Marketing Plan to the Next Level

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