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Terramation UK

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • Funeral service providers focusing on sustainable practices, looking to grow their customer base and awareness in the UK.

Audience Type

  • B2B
  • Sales and marketing departments in sustainable funeral services

Industries (if B2B)

  • Funeral services
  • Green and sustainable services

Needs – Primary Buying Considerations

  • Increasing brand exposure
  • Reaching customers ready for a sustainable service

Demographics

  • Business Size: Small to medium (Single employee to midsized organizations)

Psychographics

  • Values: Sustainability, green practices
  • Pain Points: Difficulty reaching niche market
  • Decision-Making Roles:
  • Primary Decision Maker: Marketing manager
  • Secondary Decision Influencers: Sales manager
  • Support Roles: Site manager

2. My Message to My Target Audience

Refined Elevator Pitch

  • Terramation UK connects sustainable funeral providers with a niche market, providing exposure to high intent traffic, through our exclusive Google rankings, enabling them to amplify their sustainable impact.

Understanding Their Pain Points

  • Difficulty in reaching a niche and relevant audience
  • Current over-reliance on broad and unfocused marketing channels
  • Inefficient use of marketing budget due to low conversion rates

Transformation

  • Access to a highly relevant, high-intent audience
  • Greater brand visibility and recognition in the sustainable funeral space
  • Improved ROI on marketing spend with a focused traffic funnel

Unique Selling Proposition (USP)

  • Exclusive #1 Google ranking for 'Terramation' and 'human composting' in the UK
  • Offer of a free premium listing for the first month
  • Specialized platform for a niche, high-intent audience

Brand Values & One-Liners

  • 'Transforming the farewell process, one click at a time'
  • 'Connecting the eco-conscious end-of-life care providers with their ideal audience'
  • 'The eco-friendly choice is just a search away'

Tone

  • Our brand communicates confidence, reliability, and environmental responsibility, stirring a sense of trust and forward-thinking innovation in our clients.

Hero Text Idea

  • Flag Text: 'Terramation UK - The Hub for Sustainable Farewell'
  • Main Headline: 'Connecting Sustainable Funeral Providers with Their Ideal Audience'
  • Sub Headline: 'Boost your visibility. Convert high intent traffic. Amplify your sustainability impact.'
  • CTA: 'Seize Your Free Premium Listing Today'

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

Website

  • Improve SEO for related keywords beyond Terramation and human composting
  • Create a directory of sustainable funeral providers with information and reviews
  • Track user interactions such as form submissions, click-throughs
  • Prioritize on mobile user experience

Social Media

  • Focus on LinkedIn for B2B engagement
  • Share success stories, industry news and tips on best practices
  • Post content at least 3x per week

Paid Advertising

  • Invest in Google keyword ads for 'sustainable funeral services'
  • Consider LinkedIn sponsored posts targeting funeral service professionals

Content Recommendations

  • Write blog posts and articles on the benefits of choosing sustainable funeral services
  • Create educational videos on what Terramation is and its environmental impact

Directories

  • List on environmental or funeral industry-specific directories
  • Consider local business directories in key service areas

Publications

  • Submit thought-leadership articles to funeral industry magazines
  • Partner with environmental publications for feature pieces

Partnerships & Outreach

  • Collaborate with other businesses in the green industries
  • Sponsor relevant networking events or webinars

SEO and Content

  • Create blog posts around sustainable funeral services, benefits, how-tos
  • Invest in keyword optimization to improve organic search visibility

Offline and Local Media

  • Attend industry events to network and broaden business reach
  • Reach out to local media for interviews or feature stories

Online Events

  • Host or join webinars focusing on sustainable funeral services

Online Networking

  • Join online forums or communities centered around sustainable practices

Cold Outreach

  • Reach out to potential funeral service providers via LinkedIn or Email
During (Lead)

1. My Lead Capture System

Lead Magnet

  • Free premium listing for sustainable funeral providers
  • A guide to understanding Terramation and its impact
  • Monthly newsletter featuring sustainable funeral industry news and trends

Tripwire Offer

  • Discounted ad space for providers new to our platform
  • First-month free trial of featured listing

Welcome Sequence

  • Introductory email on listing setup and benefits
  • Follow-up email showcasing successful ad placements
  • Third email introducing premium features and upsells

Segmentation

  • Segment leads based on the size of provider (single employee vs. midsize organization)
  • Organize leads based on their specialization in the funeral industry

Chatbot and Automation

  • A chatbot to answer immediate queries about listing and ad placement
  • Automate movement of leads through funnel based on responses

2. My Lead Nurturing System

Marketing CRM

  • Recommendations: Given the estimated business size, HubSpot FREE CRM could be a suitable platform for Terramation UK.
  • Automation capabilities: HubSpot Free CRM provides automations for emails, ad management, and lead management.
  • Recommended improvements: At a further stage of business growth, consider upgrading to HubSpot's paid plans for enhanced automation and reporting capabilities.

Sales CRM

  • Recommendations: HubSpot FREE CRM, ideal for a single employee business, can handle both marketing and sales operations.
  • Pipeline tracking: HubSpot CRM allows stages including lead, opportunity, quoted, closing, and won, useful for Terramation UK.
  • Recommended upgrades: Upgrade to a paid plan or consider platforms like Pipedrive when teams or business grow.

Automated Follow-Ups

  • Post-opt-in automation: Send a welcome email immediately after a prospect opts-in.
  • Abandoned setup follow-up: If a business registers but doesn't complete the profile, trigger a follow-up email.
  • Reactivation: If a provider hasn't used their listing actively, a re-engagement email series after 30-60 days is suggested.

Newsletter

  • Frequency: Send a bi-weekly newsletter, focusing on industry trends, sustainable practices, and successful listings.
  • Segmentation: Segment based on provider size and services offered.

Retargeting & Ads

  • Platforms: LinkedIn sponsored content for lead ads, and Google remarketing ads to stay top of mind for providers who visited the website.

Social Media and Content

  • Posting frequency: At least twice a week on LinkedIn, with content around sustainable funeral practices.
  • Content type: Share industry trends, studies, success stories, and any updates to Google rankings.

Webinars and Events

  • Suggested cadence: Quarterly webinars aiming to educate on Terramation or similar topics, helping providers see the value.

Other Nurture Channels

  • Chatbot: Use a tool like MobileMonkey or Chatfuel to answer commonly asked questions on the website.
  • SMS: Send a text message for major updates or reminders for those who opt-in for this communication.

3. Sales Conversion Strategy

Sales Process

  • Create a structured email sales funnel with clear next steps
  • Incorporate an automated follow-up sequence for prospects who didn't convert
  • Provide clear contact information and multiple contact options
  • Use personalized, trust-building language in all communication

Sales Assets

  • Develop a detailed proposal showcasing your platform's reach and benefits
  • Create an elevator pitch script for cold emails and calls
  • Design a visually appealing pitch deck highlighting platform features and USP

Testimonials and Case Studies

  • Collect testimonials from satisfied clients to build social proof
  • Showcase testimonials prominently on website and in marketing materials

Conversion Rate Insights

  • Track conversion rates routinely to identify areas for improvement
  • Aim to increase conversion by improving follow-up and personalization

Urgency and Offers

  • Consider introducing special time-limited offers to encourage fast responses
  • Offer additional incentives for early commitment, such as extended listing period

Guarantees and Risk Reversal

  • Offer a satisfaction guarantee to build trust
  • Implement a risk-free trial period to lower barriers to entry

Shock and Awe

  • Send personalized thank-you notes or small gifts to new clients
  • Surprise longer-term clients with unexpected bonuses to foster loyalty
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email to new providers introducing Terramation UK and outlining benefits
  • Information on starting their free premium listing for a month
  • Guide on optimizing ad placement for maximum conversions

Communication Cadence

  • Monthly newsletter featuring industry trends and successful ad case studies
  • Regular updates on listing performance via email
  • Quarterly calls to discuss feedback and improvement suggestions

Client Education

  • A comprehensive FAQ section on website covering common queries
  • Step-by-step guide videos on getting started and optimizing ad placements
  • Tips for engaging sustainable funeral industry audience

Personalized Touches

  • Personalized New Year thank you cards recapping their annual performance
  • Birthday email with a coupon for discounted enhanced listing
  • Celebrating business milestones with social media shout-outs

Visuals and Documentation

  • Infographics showing potential reach and conversion rates through Terramation UK
  • Documented 'before-after' case studies of past successful clients

Feedback and Proactive Support

  • An easy-to-use online feedback system for client issues
  • Proactive check-ins to address potential hurdles early

Guarantee or Promise

  • A 'Visibility Promise' guaranteeing improved brand exposure or a month of free enhanced listing
  • Risk-free trial with ability to stop ad listing any time during the first month

Operational Excellence

  • Regularly updated website with latest search engine optimization practices
  • Ensuring timely responses to all client queries and issues
  • High standards of client communication with personalized and helpful interactions

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Encourage 1-year ad placements with a 10% discount
  • Reward long-term contracts with feature enhancements

Upsells & Cross-Sells

  • Promote special feature listings as upsells
  • Offer custom banner design services
  • Propose an add-on for sponsored content in newsletters

Bundling & Packaging

  • Provide package deals combining standard and featured listings
  • Offer business packages including custom banners and sponsored newsletter content

Loyalty & Retention Programs

  • Implement a loyalty discount for repeat customers
  • Offer a referral program incentivized with ad credits

Custom Services and Personalization

  • Offer personalized ad design services for premium listings
  • Tailored marketing strategy services for funeral providers

Pricing Strategy

  • Provide discount for longer listing durations
  • Implement price tiering based on the ad's visibility and impact

Customer Data and Insights

  • Use Google Analytics for tracking user behavior and ad performance
  • Implement a CRM to track customer interactions and optimize retention

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide a 10% discount on the next ad space for each successful referral.
  • Give referred businesses a 15% discount on their first ad purchase.

Shareable Assets

  • Supply businesses with co-branded press releases celebrating their sustainable practices.
  • Develop industry-targeted e-flyers and web banners suitable for social sharing.

Timing and Triggers

  • Implement reminder emails to encourage referrals post successful ad campaigns.
  • Initiate referrals at the end of free premium listing offer to capitalise on peak engagement.

Client Success Stories

  • Gather and publish testimonials from satisfied clients to enhance social proof.
  • Focus on impactful outcomes such as increased visibility or improved conversion rates.

Referral Contests

  • Run quarterly "Best Green Initiative" contest with winners getting free ad space.
  • Acknowledge active referrers in newsletters and social media posts for added exposure.

Partner or Affiliate Programs

  • Build strategic relationships with green certification bodies to offer exclusive discounts.
  • Provide special offers to sustainability-focused blogs or influencers in the funeral industry.

Thank-You Experience

  • Send personalized eco-friendly thank-you gifts to top referrers.
  • Publish public acknowledgment for top referrers on website and social media accounts.

Take Your Marketing Plan to the Next Level

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