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The Bearded Marketer by Guarisco Marketing

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Below you’ll find your complete marketing plan built specifically for YOUR business using the same framework that's helped over 1 million entrepreneurs worldwide.

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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

  • The Bearded Marketer by Guarisco Marketing caters to owner-led service businesses on the Gulf Coast/Louisiana, specifically those with 5 to 50 employees and with revenue between $500k to $5M. The ideal clients value speed, clarity, ROI and are willing to engage in hands-on marketing.

Audience Type

  • B2B
  • Owner-led local service industries

Industries (if B2B)

  • Local service industries

Needs – Primary Buying Considerations

  • Predictable, consistent lead flow
  • Simple marketing and follow-up plans
  • Improved CRM usage
  • Content that facilitates conversions

Demographics

  • Business Size: 5-50 employees
  • Geography: Gulf Coast/Louisiana but open to remote US clients
  • Revenue: $500k–$5M

Psychographics

  • Values: Speed, clarity, ROI
  • Pain Points: Inconsistent lead flow, lack of simple marketing plan, poor follow-up/CRM usage, ineffective content
  • Buying Behavior: Prior success with organic social media posts and videos, word of mouth, referrals
  • Decision-Making Roles:
  • Primary Decision Maker: Owner/GM
  • Secondary Decision Influencers: Hands-on marketing lead

2. My Message to My Target Audience

Refined Elevator Pitch

  • The Bearded Marketer aids service businesses in harnessing platform-native content and targeted ads to convert attention into appointments, ensuring predictable lead generation, pipeline management, and manageable weekly KPI assessments.

Understanding Their Pain Points

  • Unpredictable lead flow
  • Lack of a comprehensive growth strategy
  • Insufficient follow-up and poor CRM practices
  • Content creation that fails to drive conversions

Transformation

  • Regular, predictable appointment bookings
  • Streamlined growth strategy
  • Optimized CRM with diligent follow-ups
  • Compelling content that champions conversion

Unique Selling Proposition (USP)

  • Comprehensive growth loop installation: messaging → content → ads → CRM → reporting
  • Fast and localized iteration without filler content
  • Advantage over competitors through weekly KPI assessments and owner-led execution

Brand Values & One-Liners

  • 'Turn attention into appointments with zero filler.'
  • 'Comprehensive, prompt and localized marketing solutions.'
  • 'Beyond posts – we install your growth loop.'

Tone

  • The Bearded Marketer’s brand voice is confident, prompt, and professional, promising effective marketing solutions with zero fluff. We aim to inspire action and engender feelings of trust and ingenuity in our customers.

Hero Text Idea

  • Flag Text: 'Market Smarter with The Bearded Marketer'
  • Main Headline: 'Transform Your Leads Into Appointments.'
  • Sub Headline: 'Harness comprehensive strategies, targeted content, and meticulous CRM — all monitored with manageable weekly KPIs.'
  • CTA: 'Get Started Today.'

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

Website

  • Ensure SEO optimization, especially for local keywords related to service businesses in Gulf Coast/Louisiana
  • Monitor website analytics and conversions; focus on both desktop and mobile optimization because of diverse B2B audience

Social Media

  • LinkedIn for B2B connections; 1-2 posts per week featuring case studies and behind-the-scenes content
  • Instagram and Facebook for audience engagement and content promotion; 3-5 posts per week, including educational content and client testimonials
  • Prioritize meta videos showcasing the growth retainer in action

Paid Advertising

  • Meta and Google Ads; start with low-budget campaigns targeting service businesses in the geographic target area
  • Experiment with LinkedIn Advertising for a more professional B2B target group

Content Recommendations

  • Blog posts on website covering topics like 'The Importance of CRM Hygiene', 'Effective Methods for Consistent Lead Flow', 'The Power of Platform-Native Content'

Publications

  • Seek guest article spots in industry publications like B2B Marketing, Local Marketing Institute, Gulf Coast Business Review

Partnerships & Outreach

  • Partner with local business organizations and networks, chamber of commerce for referrals and joint events

SEO and Content

  • Optimize content with relevant keywords (geographically targeted); focus on industry-specific long-tail keywords for blog posts

Offline and Local Media

  • Attend business networking events in the Gulf Coast/Louisiana area
  • Local print ads/collaborations with locally distributed industry magazines or business newspapers

Online Networking

  • Engage on B2B marketing forums, local business Facebook groups; provide value-adding comments and build brand recognition
  • Participate in local LinkedIn groups related to local businesses/service businesses

Cold Outreach

  • Reach out to non-competitive, complementary businesses via LinkedIn or email for possible partnerships and referrals
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Marketing Audit PDF
  • Lead Quality Estimator Tool
  • Service Business Growth Guide (Video series)

Tripwire Offer

  • Initial Strategy Session at a discounted rate
  • Mini-Audit of Existing Marketing Systems

Welcome Sequence

  • Immediate follow-up email with the lead magnet
  • Series of nurturing emails providing further value & introducing the Growth Retainer Service
  • Email invitation for the strategy session (tripwire offer)

Segmentation

  • Tag leads based on the lead magnet they opt into
  • Split leads into cold, warm and hot, based on interaction with welcome sequence

Chatbot and Automation

  • Implement a chatbot on the website for instant visitor engagement
  • Automate on-site form submissions into the GoHighLevel CRM
  • Trigger follow-up sequences based on actions within the automation

2. My Lead Nurturing System

Marketing CRM

  • Current platform: GoHighLevel
  • Automation capabilities: email sequences, SMS follow-ups, CRM booking, tagging, scoring
  • Recommended improvements: integrate with chatbot for instant engagement

Sales CRM

  • Current platform: GoHighLevel
  • Pipeline tracking process: inbound to referral tracking, leads split into cold, warm, hot based on interactions
  • Recommended upgrades: None, as GoHighLevel already covers CRM and sales automation needs

Automated Follow-Ups

  • Post-opt-in: Immediate email with lead magnet plus several nurturing emails highlighting the Growth Retainer service
  • Frequency: Follow-up sequence after the lead magnet delivery, then sporadic nurturing emails

Newsletter

  • Frequency: Bi-weekly or monthly
  • Topics: Success stories, relevant industry news, tips and insights, reviews of marketing tools

Retargeting & Ads

  • Platforms: Meta remarketing and Google Ads
  • Goals: Drive repeat engagement and eventual conversions from interested prospects

Social Media and Content

  • LinkedIn: 1-2 posts weekly (case studies, behind-the-scenes content)
  • Instagram and Facebook: 3-5 posts weekly (educational content, testimonials)
  • Content focus: showcasing Growth Retainer in action, client results, teaching marketing principles

Webinars and Events

  • Suggested cadence: Quarterly webinars or online workshops focusing on common client pain points

Other Nurture Channels

  • Chatbot: Implement for instant website visitor engagement
  • SMS: Consider for urgent reminders or exclusive offers

3. Sales Conversion Strategy

Sales Process

  • Continue utilizing the current method of converting leads into pays (fit check, discovery call, proposal, start, review, retainer)
  • Implement a streamlined SOP to maintain consistency in the customer journey
  • Engage lead nurture email sequences to continuously engage prospects and reduce drop-offs after discovery call

Sales Assets

  • Create templates for standardized documentation: proposals, contracts, onboarding forms, etc.
  • Develop persuasive email templates for following up and addressing objections
  • Craft a pitch deck explaining the core benefits and unique selling proposition

Objection Handling and Guarantee Strategy

  • Develop document detailing common objections and responses, highlight focus on ROI
  • Implement a satisfaction guarantee to boost trust and remove risk: If no improvement in leads/appointments within 90 days, offer one month of service free.

Testimonials and Case Studies

  • Implement a systematic process for collecting testimonials post-30/60/90 day reviews
  • Showcase testimonials on website, social media, and in sales proposals
  • Develop 2-3 detailed case studies, featuring clear ROI metrics

Conversion Rate Tracking and Improvement Ideas

  • Utilize CRM's tracking abilities to monitor lead conversion ratio
  • Continually optimize onboarding and implementation process based on tracked performance
  • Conduct monthly conversion rate analysis; identify and mitigate hurdles.

Urgency and Offers

  • Introduce limited-time offers or seasonal deals for signing up for Growth Retainer
  • Offer a 'fast mover' incentive - bonus one-off competitor teardown for clients who sign a contract within a specific timeframe
  • Employ scarcity tactics, such as limiting the number of new clients per month

Guarantee and Risk Reversal

  • Introduce a '100-day Guaranteed Improvement' policy – if leads do not improve within first 100 days, provide next month’s service free
  • Promote this guarantee on the website, during sales calls, and in proposals to reduce perceived risk

Shock and Awe

  • Send personalized appreciation gifts to newly signed clients (e.g. branded items, gift cards)
  • Offer a welcome package with exclusive access to marketing resources
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Initiate a personalized welcome email with an introduction to the team and a summary of the next steps in the process.
  • Set up a kickoff call to discuss client’s goals, timeline, and budget.
  • Provide access to a dedicated client portal which includes onboarding resources, pertinent project information, and progress tracking.

Communication Cadence

  • Weekly updates on KPIs and lead generation progress through email or video call.
  • Monthly strategy call to review performance and discuss the plan for the coming month.

Client Education

  • Provide guidance on shooting basic photo/video for content creation.
  • Access to a training loom library that helps clients understand the marketing process and tools used.
  • FAQ section and educational content on CRM practices and lead generation strategies.

Personalized Touches

  • Celebrate milestones with personalized emails or handwritten notes.
  • Surprises on important occasions like business anniversaries or the client’s birthday.
  • Thank you notes after successful project completion or when scaling up services.

Visuals and Documentation

  • Before and after metrics visualization to illustrate the impact of our strategies.
  • Detailed reports on KPIs, lead generation, and CRM practices.
  • Regular progress recaps with visual aids to help the client understand their growth trajectory.

Feedback and Proactive Support

  • Regularly request client feedback through emails or surveys.
  • Swift response to feedback with corrective measures if necessary.
  • Proactively monitor client's performance metrics and suggest improvements.

Guarantee or Promise

  • Guarantee predictable leads flow with simple system and platform-native content.
  • Promise of zero fluff, only actionable strategies and performance tracking.

Operational Excellence

  • Flexibility in scheduling client calls and meetings.
  • Strict adherence to timelines and project milestones.
  • Professional communication and transparent discussions on strategies and performance.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Incentivize early renewals by offering slight discounts or additional service perks.
  • Allow clients to sign multi-year contracts at a discounted rate.

Upsells & Cross-Sells

  • Develop an expanded package for premium customers offering faster execution or deeper analytics.
  • Promote upsells during the 30/60/90 reviews, based on identified needs and KPI performance.

Bundling & Packaging

  • Offer bundled packages that include audit, strategy calls, competitor teardowns, and training as one comprehensive package.
  • Create tiered packages that allow more extensive services for higher-paying customers.

Loyalty & Retention Programs

  • Implement a rewards program offering benefits like priority service or additional training for long-term clients.
  • Have a referral program that offers discounts or service extensions as loyalty incentives.

Custom Services and Personalization

  • Provide custom services tailored to the individual needs of larger clients.
  • Offer personalized reports and analytics in the higher-tier packages.

Pricing Strategy

  • Implement a decreasing pricing strategy over time for long-term clients as an incentive.
  • Consider value-based pricing for customers with a higher potential ROI.

Customer Data and Insights

  • Use GoHighLevel CRM to track customer engagements and identify potential upsell or cross-sell opportunities.
  • Regularly review analytics to identify churn risk and implement prevention strategies.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • $100 discount on next month's retainer for any referrals that sign up
  • New referred customer receives a free competitor teardown

Shareable Assets

  • Pre-written LinkedIn posts promoting growth retainer service
  • Customizable 'I recommend The Bearded Marketer' email template

Timing and Triggers

  • Ask for referral immediately after successful 30/60/90 KPI reviews
  • Automated email reminder for referrals after each successful milestone

Client Success Stories

  • Highlight 'Success of the Month' on LinkedIn, include a call-to-action for referrals
  • Create case study videos showcasing improvements, share with clients to inspire referrals

Referral Contests

  • 'Rapid Referral' challenge: most referrals in a quarter wins a free month's service

Partner or Affiliate Programs

  • Implement an affiliate program with tracking system for strategic business partners

Thank-You Experience

  • Simple thank you video for every successful referral
  • Special recognition and bonus for clients who refer multiple customers

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