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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Small to medium-sized business owners in the construction industry, particularly scaffolding and roofing, seeking efficient and safe equipment to improve productivity.

Audience Type

  • B2B
  • Owners of small to medium-sized construction businesses

Industries (if B2B)

  • Construction
  • Scaffolding
  • Roofing

Needs – Primary Buying Considerations

  • Safety-compliant, easy-to-install scaffolding systems
  • Cost-effectiveness
  • Versatility in equipment

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: United States
  • Income Level: High (investing in efficient, high-quality scaffolding systems)
  • Profession: Business owners and operators in the construction industry
  • Business Size: Small to medium

Psychographics

  • Lifestyle: Business-oriented, safety-conscious
  • What they value: Efficiency, risk mitigation, quality construction equipment
  • Pain Points: Inefficient traditional scaffolding systems
  • Buying Behavior: Looking for long-term investment in equipment
  • Decision-Making Roles:
  • Primary Decision Maker: Business owner
  • Secondary Decision Influencers: Not specified
  • Support Roles: Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • Test enables construction businesses to be more efficient and safe with our versatile, quick-to-install, and cost-effective scaffolding and edge protection systems. We allow you to reach areas that traditional scaffolding can't, aiding quick completion of jobs.

Understanding Their Pain Points

  • Inefficiencies and safety concerns with traditional scaffolding
  • Stuck with overpriced and cumbersome scaffolding systems
  • Difficulty in reaching challenging site locations and slow process of setting up and dismantling

Transformation

  • Quick, safe, and efficient construction processes
  • Peace of mind knowing safety and quality standards are met
  • More profits due to cost-effective processes and accelerated work pace

Unique Selling Proposition (USP)

  • Versatility, speed, and safety surpassed by no other
  • Evidence of efficiency and easy assembly
  • Tested and verified to the highest AU & NZ standard

Brand Values & One-Liners

  • "Scaffolding redefined for safety, speed, and efficiency."
  • "Reach inaccessible areas with our ingenious designs."
  • "Lighten your load, quicken the pace, and boost profits."

Tone

  • Test upholds a professional, trustworthy, and robust character. We evoke feelings of assurance, efficiency, and safety.

Hero Text Idea

  • Flag Text: "Reimagining Accessibility"
  • Main Headline: "Experience efficiency and safety like never before with our leading-edge scaffolding and protection systems."
  • Sub Headline: "Say goodbye to traditional cumbersome scaffolding, welcome speed, versatility, and safety. We facilitate quick completion of your construction projects."
  • CTA: "Start Building Efficiently Today"

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

Website

  • Optimize website for mobile use
  • Integration with CRM [GoHighLevel;Pipedrive] for lead tracking
  • Implement Google Analytics to track user behavior

Social Media

  • LinkedIn: Share thought leadership and industry content, case studies 2x per week
  • Instagram: Share behind-the-scenes content and testimonials 2x per week

Paid Advertising

  • Google Ads: Focus on search ads targeting industry-relevant keywords
  • LinkedIn Ads: Sponsored posts targeting construction industry professionals and business owners

Content Recommendations

  • Blog posts about safety and efficiency in scaffolding
  • Case studies featuring successful client projects

Directories

  • List on industry specific directories such as Construction & Maintenance Directory, Builderspace.com

SEO and Content

  • Use keywords related to 'safety scaffolding' and 'efficient construction' in content
  • Backlinking with reputable industry sites

Offline and Local Media

  • Participate in local trade shows or construction industry events
  • Print brochures to hand out at events

Online Events

  • Host webinars about innovations in scaffolding and edge protection equipment

Online Networking

  • Engage in construction industry forums such as ContractorTalk, Construction Executive

Cold Outreach

  • Targeted email campaigns towards small to medium-sized construction businesses

Partnerships & Outreach

  • Partner with other construction companies and offer them affiliate commissions
  • Reach out to roofing companies to expand capabilities with a broader range of projects
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Safety Compliance Checklist (Guide) targeted at business owners in construction, offering essential tips for maintaining scaffolding safety standards
  • Cost-saving Calculator (Interactive Tool) showing potential savings with Test's efficient scaffolding system
  • Case Study PDFs showcasing successful client projects using Test's unique scaffolding and edge protection system

Tripwire Offer

  • Initial Consultation at a discounted price, discussing specific needs and how Test's system could enhance productivity
  • Starter Package offer, a small yet essential bundle of Test's scaffolding system for trial

Welcome Sequence

  • Automated email confirmation and thank you message upon lead capture
  • Follow-up email with lead magnet (guide/tool/case study) attached
  • Third email introducing the Tripwire offer
  • Automation trigger for non-openers or non-clickers to resend lead magnet email

Segmentation

  • Use GoHighLevel and Pipedrive CRM tools for segmentation
  • Tag leads based on industry (Construction/Roofing/Scaffolding) and size of the company (Small/Medium/Large)
  • Further segment leads who download the lead magnet vs who took up on the tripwire offer

Chatbot and Automation

  • Implement chatbot on the website to engage visitors, answer basic questions, and collect lead information
  • Set up automation to instantaneously send lead info to CRM and flag for immediate follow-up

2. My Lead Nurturing System

Marketing CRM

  • Current platform: GoHighLevel
  • Automation capabilities: Email automation, segmentation, lead scoring
  • Recommended improvements: Consider integrating with a chatbot for improved lead engagement

Sales CRM

  • Current platform: Pipedrive
  • Pipeline tracking process: Opt-ins, MQL, SQL, Calls, Negotiations, Sale
  • Recommended upgrades: Increase automation in lead handoff process

Automated Follow-Ups

  • Initial follow-up after lead capture with thank-you and lead magnet email
  • Second follow-up introducing the Tripwire offer
  • Automated re-engagement email for non-openers or non-clickers

Newsletter

  • Frequency: Bi-weekly
  • Topics: Innovations in scaffolding, case studies of successful client projects, safety updates
  • Segmentation: By industry (Construction/Roofing/Scaffolding) and company size (Small/Medium/Large)

Retargeting & Ads

  • Platforms: Google Ads (search ads), LinkedIn Ads (sponsored posts)
  • Goals: Reach business owners in the construction industry, display testimonials, and case studies

Social Media and Content

  • Posting frequency: Twice a week on LinkedIn and Instagram
  • Content type: Thought leadership content, testimonials, and project highlights

Webinars and Events

  • Suggested cadence: Quaterly webinars focusing on safety and efficiency in scaffolding

Other Nurture Channels

  • Chatbot on website for initial engagement and lead capture
  • Email campaigns for targeted cold outreach

3. Sales Conversion Strategy

Sales Process

  • Formulate a step-by-step SOP for your sales process, starting from lead generation to conversion
  • Setup an automated follow-up system within GoHighLevel or Pipedrive for leads who have been contacted but haven't moved further in the sales funnel
  • Implement lead scoring in your CRM to prioritize high-quality leads

Sales Assets

  • Create a comprehensive proposal template that highlights your unique offerings, safety records, and benefits
  • Prepare a sales pitch deck outlining the problems your target audience faces and how your product fixes them
  • Create a standardized sales script to tackle common client objections

Testimonials and Case Studies

  • Collect testimonials from satisfied clients to foster trust
  • Create case studies showcasing your solutions in real-life construction projects
  • Display testimonials and case studies prominently on your website and in sale proposals

Conversion Rate Insights

  • Use CRM to track the conversion rate from each stage of the sales funnel
  • Identify drop-off points in the sales process and tweak your tactics accordingly

Urgency and Offers

  • Offer a limited-time discount to new clients on their first project
  • Implement a 'fast mover' incentive for leads who sign a contract within a certain timeframe

Guarantees and Risk Reversal

  • Offer a risk-free trial of your service for a limited period
  • Publicise your safety record and certificates as a form of assurance for your clients

Shock and Awe

  • Send a customized gift (e.g., branded merchandise) to leads who have shown serious interest after the demo
  • Add a personalized note thanking them for their time and interest
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Send personalized welcome email with an introduction to Test's system and team.
  • Provide a step-by-step guide to equipment installation and dismantle.

Communication Cadence

  • Weekly follow-up calls for the first month to answer any questions and provide support.
  • Monthly update emails highlighting new products, safety tips, and industry news.

Client Education

  • Online 'Knowledge Hub' with video tutorials and FAQs on product usage.
  • Regular webinars on latest scaffolding best practices and safety regulations.

Personalized Touches

  • Send personalized thank you note post first purchase.
  • Celebrate client's business milestones with special discounts.

Visuals and Documentation

  • Before and after project photos showcasing Test's equipment in action.
  • Provide detailed progress reports on significant projects.

Feedback and Proactive Support

  • Regular customer surveys to gauge satisfaction and gather feedback.
  • Swift resolution of any issues with a dedicated support team.

Guarantee or Promise

  • Assurance of safety and highest quality standards.
  • Promise of complete client support from purchase to project end.

Operational Excellence

  • Guarantee punctual delivery of equipment.
  • Maintain top-notch cleanliness and presentation of equipment.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer annual service contracts for regular scaffold inspections and maintenance
  • Encourage long-term contracts with discounts

Upsells & Cross-Sells

  • Promote add-on services such as installation support, training, or customization
  • Upsell higher-capacity scaffolding systems for larger projects

Bundling & Packaging

  • Bundle scaffolding and edge protection systems together at a competitive price
  • Offer tiered packages based on project size or requirements

Loyalty & Retention Programs

  • Develop a referral program offering discounts for successful referrals
  • Offer a loyalty program where long-term contracts earn preferential terms

Custom Services and Personalization

  • Offer white-glove installation and training services as premium add-ons

Pricing Strategy

  • Offer incentives for long-term commitments, such as a discount on multi-year contracts
  • Introduce tiered-pricing based on product features, service levels, and customer needs

Customer Data and Insights

  • Implement a CRM system to track customer interactions and identify upsell opportunities
  • Utilize data insights to identify high-value customers and tailor personalized offers

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a discounted rental rate or a voucher for future services for each successful referral
  • Provide a kickback to referees - a free safety consultation, or a discounted service

Shareable Assets

  • Create a branded, easy-to-share email template with a unique referral link
  • Develop shareable LinkedIn posts highlighting the benefits of Test's services
  • Design referral cards for customers to distribute within their industry network

Timing and Triggers

  • Request referrals after a successful project completion and customer satisfaction confirmation
  • Automate email reminders to refer Test after the project date passes

Client Success Stories

  • Conduct case studies of successful projects, sharing them on social media and marketing channels
  • Encourage customers to share positive experiences on industry forums and LinkedIn

Referral Contests

  • Quarterly 'Referral Champion' contest rewarding the customer who referred the most businesses

Partner or Affiliate Programs

  • Collaborate with construction companies, providing them with referral codes for their clients

Thank-You Experience

  • Premium thank you package for top referrers including branded merchandise, a thank you letter, and industry relevant gift

Take Your Marketing Plan to the Next Level

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