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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • Mid-career professionals at SMEs who value security and expert HR support.

Audience Type

  • B2B
  • SME decision-makers

Industries (if B2B)

  • Various (product is HR support-related and so industries are likely diverse)

Needs – Primary Buying Considerations

  • Effective HR support
  • Assurance through employer indemnity insurance
  • HR-related legal compliance

Demographics

  • Age Range: Middle-aged
  • Profession: Directors, Founders, C-Level
  • Business Size: Small-to-medium enterprises

Psychographics

  • What they value: Business security, expert advice, compliance
  • Pain Points: Legal issues in HR, inadequate HR knowledge
  • Buying Behavior: Subscribes to monthly service
  • Decision-Making Roles:
  • Primary Decision Maker: Directors, Founders, C-Level

Secondary Target Market (only if applicable)

  • Emerging businesses seeking solid HR foundations and legal compliance security

2. My Message to My Target Audience

Refined Elevator Pitch

  • Test Business provides SME's Directors and Founders with complete indemnity insurance cover and on-call HR support, enabling them to operate with peace of mind knowing they're safeguarded against Fair Work claims.

Understanding Their Pain Points

  • Dealing with Fair Work claims and maintaining HR compliance
  • Struggle with financial and legal risks of non-compliance
  • Limited HR expertise or resources in their small to medium businesses

Transformation

  • Secure and legally-compliant business operations
  • Peace of mind as their businesses are safeguarded against Fair Work claims
  • Enhanced business process with our on-call HR support

Unique Selling Proposition (USP)

  • Sole provider of indemnity insurance with on-call HR support
  • Proven track record in helping businesses avoid Fair Work claims
  • Comprehensive service including indemnity insurance and HR support that is typically unavailable in the market

Brand Values & One-Liners

  • Covering your business so you don't have to worry.
  • Preventing people problems, one business at a time.
  • Your partner in building a legally secure operation.

Tone

  • Test Business speaks in an authoritative yet conversational tone. We aim to invoke feelings of safety, reliability, and peace of mind.

Hero Text Idea

  • Flag Text: Philippines' First Choice
  • Main Headline: We've Got Your Business Covered
  • Sub Headline: With our on-call HR support and unique indemnity insurance, avoid Fair Work claims and ensure a legally-compliant business operation.
  • CTA: Get Your Business Covered Today

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

Website

  • Rebuild the website on a platform like WordPress for ease of use and functionality
  • Track conversions like form submissions and phone call clicks
  • Prioritize mobile optimization given the target audience's likely on-the-go nature

Social Media

  • Prioritize LinkedIn due to its B2B focus and the success of past LinkedIn ads
  • Post 2-3 times a week with updates, testimonials, and helpful HR tips
  • Utilize LinkedIn InMails for direct outreach

Paid Advertising

  • Focus on LinkedIn ads given past success and target audience
  • Campaign goals should focus on lead generation

Content Recommendations

  • HR guides, employee handbook samples, labour law updates

Podcasts

  • Aim to guest on business-focused podcasts like 'Mixergy' or 'The Growth Hub'

Directories

  • Get listed in local directories like Philippine Companies or Makati Business Club

Publications

  • Aim to get featured in B2B publications like 'Entrepreneur PH' or 'BusinessMirror'

Partnerships & Outreach

  • Partner with business consulting firms or local chambers of commerce
  • Offer seminars or webinars on HR compliance

SEO and Content

  • Blog about common HR issues and how indemnity insurance helps
  • Optimize site for keywords around HR consulting and indemnity insurance

Offline and Local Media

  • Sponsor local SME events or industry meetups
  • Distribute informative brochures or flyers at these events

Online Events

  • Host webinars on HR compliance or avoiding Fair Work claims

Online Networking

  • Engage in relevant SME and HR LinkedIn groups
  • Participate in relevant local business forums

Cold Outreach

  • Outreach via LinkedIn or email to SME CEOs or founders, offer a free consultation
During (Lead)

1. My Lead Capture System

Lead Magnet

  • 'HR Compliance Checklist': A checklist guide that helps businesses ensure they are HR compliant
  • 'Sample Employee Handbook': A downloadable sample of an employee handbook with all essential inclusions
  • '10 HR Tips For SMEs': An eBook or downloadable PDF with actionable HR tips for small to medium businesses

Tripwire Offer

  • 'HR Legal Compliance Consultation': A low-priced one-hour consultation to assess their HR legal compliance
  • 'HR Audit Report': Offer a comprehensive HR audit at a lower entry point cost

Welcome Sequence

  • Welcome Email: Offering a brief introduction to the business and what it offers
  • Free Value Email: Sharing the lead magnet value for free and providing additional HR tips
  • Sales Email: Introducing the core offering and explaining the benefits of employee indemnity insurance

Segmentation

  • By business size: Small Business, Medium Business
  • By industry type: For custom advice (as different industries may have different HR needs)

Chatbot and Automation

  • Lead qualification: Implement a chatbot to engage with website visitors and qualify leads
  • Automate follow-up: Automate follow-up emails after chat interactions, creating a warm sales lead

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Unlisted CRM
  • Automation capabilities: Unknown, require further clarification
  • Recommended improvements or replacements: Consider Keap for integrated marketing automation and CRM

Sales CRM

  • Current platform: Unlisted CRM
  • Pipeline tracking or handoff process: Contact form to call to deal customization
  • Recommended upgrades: Consider HubSpot CRM for improved pipeline management and tracking

Automated Follow-Ups

  • Types of automations: Welcome sequence, Chatbot engagement follow-up
  • Frequency or triggers: After lead magnet download, post-chat engagement

Newsletter

  • Frequency: Bi-monthly
  • Topics or content pillars: HR tips, legal updates, client cases, industry news
  • Segmentation: By business size (small, medium) and industry

Retargeting & Ads

  • Platforms and goals: LinkedIn for B2B audience, lead generation focus

Social Media and Content

  • Posting frequency: 2-3 times a week on LinkedIn
  • Content type or campaign focus: HR guides, legal updates, client testimonials

Webinars and Events

  • Suggested cadence or purpose: Monthly webinars on HR compliance, bi-monthly local SME sponsorships

Other Nurture Channels

  • Chatbot, SMS for engagement and follow-ups

3. Sales Conversion Strategy

Sales Process

  • Identify friction points in contact form and call process
  • Streamline contact form to collect vital information and make follow-up call more tailored
  • Implement CRM reminders for timely follow-ups

Sales Assets

  • Develop clear script for initial sales call
  • Design proposal template with emphasis on unique selling points and indemnity insurance
  • Create SOP for follow-up calls and customized deal planning

Testimonials and Case Studies

  • Collect testimonials post-conversion for use in marketing materials
  • Display testimonials prominently on website and in proposals
  • Develop case studies highlighting how indemnity insurance safeguarded clients

Conversion Rate Insights

  • Continuous tracking of conversion rate with set goals for improvement
  • Implement CRM report to detect changes and identify effective strategies

Urgency and Offers

  • Craft limited time promotions offering additional HR support for early sign-ups
  • Use scarcity messaging for such promotions
  • Provide fast mover advantages like express service or priority support

Guarantees and Risk Reversal

  • Clearly communicate indemnity insurance inclusions and exclusions
  • Outline case-by-case considerations in guarantee strategy

Shock and Awe

  • Send personalized welcome package with branded material to new clients
  • Gift all new clients a tailored HR compliance checklist
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Send an engaging welcome email outlining the coverage details and HR support service
  • Schedule a kickoff call to understand their specific HR needs
  • Send a digital welcome kit with useful HR resources

Communication Cadence

  • Quarterly check-ins through video calls to review coverages and address HR concerns
  • Monthly updates via newsletters featuring latest HR practices and compliance insights
  • Immediate email notifications in case of changes or updates in employment law that might affect them

Client Education

  • Host monthly webinars on relevant HR topics and labor law changes
  • Provide video tutorials on managing common HR situations
  • Frequently updated FAQs section on the website for easy access to information

Personalized Touches

  • Send a personalized handwritten note after a successful onboarding
  • Celebrate the client's business milestones with a congratulatory email or card
  • Offer surprise thank you discounts on the anniversary of their partnership with us
  • Birthday emails to the primary decision makers

Visuals and Documentation

  • Provide before and after scenarios showcasing how our offering can prevent various HR issues
  • Quarterly reports on HR risks mitigated with our support
  • Progress recaps done on the anniversary of joining us

Feedback and Proactive Support

  • Monthly surveys to gauge client satisfaction and identify any areas of improvement
  • Swift resolution provided through 24/7 support hotline for immediate HR queries
  • A dedicated Account Manager for each client to handle feedback and offer proactive measures

Guarantee or Promise

  • Guarantee of cost coverages if clients receive a Fair Work claim after following our advice
  • Commitment for immediate HR support on-call

Operational Excellence

  • Flexibility in scheduling calls or meetings according to the client's convenience
  • Always on-time response to client queries
  • A well groomed and professional appearance of team members during video meetings
  • Consistent communication through a single point of contact at our end for each client

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement an auto-renewal feature, with reminders sent prior to billing cycles
  • Offer annual contracts with incentives such as a discount or premium access to special services

Upsells & Cross-Sells

  • Introduce advanced HR advisory services as an upsell
  • Cross-sell business legal advice and compliance services, working with a trusted partner if necessary

Bundling & Packaging

  • Offer tiered service packages from basic to premium, based on business needs
  • Launch a bundle package including HR advice, legal assistance, and indemnity insurance for complete protection

Loyalty & Retention Programs

  • Launch a loyalty program that provides points for continuous service usage or renewals, which can be redeemed for discounts or special services
  • Offer early-renewal incentives, such as service enhancements or price discounts, to enhance retention

Custom Services and Personalization

  • Offer custom packages according to businesses' unique HR and compliance needs
  • Provide a dedicated HR advisor for premium packages for personalized service experience

Pricing Strategy

  • Implement tiered pricing based on the scale of the SME, considering company size, HR complexity, or industry
  • Offer price incentives for longer-term commitments, such as a discounted rate for annual contracts

Customer Data and Insights

  • Leverage CRM data to identify high-value clients for a personalized retention approach
  • Implement an analytics system to monitor customer usage patterns and identify possible churn indicators

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide referrers with a 10% discount on their next monthly payment
  • Offer referred new clients a 5% discount on their first month's payment

Shareable Assets

  • Create ready-to-use social media posts highlighting the benefits of HR support and indemnity insurance
  • Design an email template that customers can use to invite others

Timing and Triggers

  • Request referrals after successfully protecting businesses from Fair Work claims
  • Automate sending email prompts for referrals after the resolution of any HR-related issues

Client Success Stories

  • Share client success stories across social media platforms and the website to encourage referrals
  • Send success stories through newsletters, accompanied by a direct Call-to-Action to refer new clients

Partner or Affiliate Programs

  • Establish partnerships with legal firms, accounting firms, and HR consultancies for a mutually beneficial referral network

Thank-you Experience

  • Send handwritten thank you notes to referrers
  • Publicly acknowledge and appreciate top referrers through social media platforms and newsletters

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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