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Thoreson Consulting

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • Thoreson Consulting targets service-based businesses in Minneapolis, Minnesota, seeking clarity in building their in-house marketing systems and strategies.

Audience Type

  • B2B
  • Service industry businesses

Industries (if B2B)

  • Service-Based businesses

Needs – Primary Buying Considerations

  • Need for in-house marketing system development
  • Clarity and guidance in marketing efforts
  • Regular weekly consultation support

Demographics

  • Business Size: Generating over $500,000 per year

Psychographics

  • Values strategic, non-agency marketing support
  • Struggle with developing effective marketing systems
  • Prefer personal consultation and tools for building in-house capability
  • Primary Decision Maker: Business owners or heads of marketing
  • Secondary Decision Influencers: Marketing team members
  • Support Roles: N/A

2. My Message to My Target Audience

Refined Elevator Pitch

  • Thoreson Consulting empowers service businesses in Minneapolis with the clarity to build internal marketing systems, enabling them to become self-reliant and thrive in their industry.

Understanding Their Pain Points

  • Lack of clear, effective marketing strategies
  • Dependence on external agencies for marketing results
  • Inefficiency and confusion in their current marketing efforts

Transformation

  • Develop clear, Systematic marketing strategies
  • Gain independence from costly, ineffective marketing agencies
  • Improve business efficiency through a well-structured marketing system

Unique Selling Proposition (USP)

  • Not an agency, but a guide who builds marketing knowledge
  • Provides practical tools to build internal marketing systems
  • Offers ongoing support through weekly consultations

Brand Values & One-Liners

  • "Profit from clarity, not agencies."
  • "Unlock the power of your internal marketing system."
  • "Your marketing simplified. Grow with Thoreson Consulting."

Tone

  • Thoreson Consulting embodies a tone of confidence and expertise. The brand seeks to inspire a sense of self-reliance and empowerment in its customers.

Hero Text Idea

  • Flag Text: The Minneapolis Marketing Maestro
  • Main Headline: Empowering You to Build Your Marketing System
  • Sub Headline: Say goodbye to external agencies, achieve marketing clarity and drive your own success with Thoreson Consulting.
  • CTA: Discover Your Marketing Potential

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

Website

  • Improve conversion tracking setup on Webflow, tracking key events like 'request consultation'
  • Implement SEO best practices (e.g. Keyword rich content, Meta tags) to improve organic rankings)
  • Adapt website for mobile-first experience given increasing mobile usage trends

Social Media

  • Invest time on LinkedIn and Twitter, ideal platforms for B2B services
  • Maintain regular posting at least twice a week
  • Share success stories, business tips, snippets of speaking engagements and Q&A sessions

Paid Advertising

  • Run LinkedIn ads targeting service businesses in Minneapolis with >$500,000 revenue
  • Implement Google Ads focusing on keywords related to marketing consulting and CMO services in Minneapolis

Content Recommendations

  • Keep blogging about marketing systems, agency pitfalls, and strategic advice
  • Share behind-the-scenes of your consultant routine

Podcasts

  • Consider starting a podcast focusing on marketing for service businesses
  • Reach out to business podcasts like 'Duct Tape Marketing', 'Building a StoryBrand' for guest appearances

Directories

  • Join Minneapolis Chamber of Commerce, Better Business Bureau, and business directories for visibility

Publications

  • Reach out to local business publications like 'Minneapolis/St. Paul Business Journal' for publicity

Partnerships & Outreach

  • Partner with local business clubs, entrepreneur groups for speaking opportunities
  • Consider running referral programs with complementary businesses

SEO and Content

  • Continue blogging to improve keyword visibility
  • Use relevant service business- and marketing-related keywords

Offline and Local Media

  • Sponsor local business events, industry meetups
  • Networking at local business events
  • Speaking engagements at local business conferences

Online Events

  • Host webinars on 'Building Your Own Marketing System' to generate leads

Online Networking

  • Join forums and LinkedIn groups related to service businesses in Minnesota

Cold Outreach

  • Connect on LinkedIn with business owners within your target market
During (Lead)

1. My Lead Capture System

Lead Magnet

  • "Build Your Own Marketing System" Guidebook
  • "Agency vs In-House Marketing" comparative infographic
  • A mini-course on "Establishing Efficient Marketing Systems"

Tripwire Offer

  • Marketing Strategy Audit at a very nominal price
  • Marketing System Setup Checklist

Welcome Sequence

  • Welcome email upon lead capture with a brief introduction and visions
  • Follow-up with the lead magnet
  • Introduction to services with testimonials
  • Offer for a free consultation

Segmentation

  • Segment by business type (B2B or B2C), industry, and revenue bracket
  • Use segmentation for targeted messaging

Chatbot and Automation

  • Implement a chatbot on Webflow site for instant interaction
  • Use website behavior for retargeting via automation

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Brevo
  • Automation capabilities: Lead capture, email marketing, customer segmentation, follow-up automation
  • Recommended improvements: Integrate with site analytics (Webflow) for better lead tracking

Sales CRM

  • Current platform: Brevo
  • Pipeline tracking Handoff process: Capture leads from website, consultation requests, proposal stage, and new clients onboarded
  • Recommended upgrades: Better visualization of the sales process, clearer status and lead stages

Automated Follow-Ups

  • Types of automations: Post-consultation request, post-proposal, onboarding follow-up
  • Frequency: After key actions (request, proposal, onboarding)

Newsletter

  • Frequency: Bi-monthly
  • Topics: Recent success stories, marketing advice, highlight from speaking engagements, updates from Thoreson Consulting
  • Segmentation: Depending on the industry and size of the business

Retargeting & Ads

  • Platforms: LinkedIn and Google Ads
  • Goals: to stay top of mind, provide relevant content, move leads further in the buying process

Social Media and Content

  • Posting frequency: twice a week on LinkedIn
  • Content type: Success stories, tips, Q&As

Webinars and Events

  • Cadence: Bi-monthly webinars
  • Purpose: Generate leads, educate audience, highlight the importance of in-house marketing

Other Nurture Channels

  • Chatbot on website for instant engagement
  • SMS for immediate follow-ups after consultation requests

3. Sales Conversion Strategy

Sales Process

  • Streamline current sales process via Brevo CRM by creating stages for: Lead, contacted, consultation scheduled, proposal sent, finalized, customer onboarded
  • Automate follow-up emails to re-engage leads who haven't responded in stages "contacted", "consultation scheduled", and "proposal sent"
  • Monitor the sales process duration per lead to identify potential bottlenecks and areas of improvement

Sales Assets

  • Create a standardized proposal template highlighting Thoreson's Unique Selling Proposition, Ready Fast Bundle, and Quick Responder Package
  • Develop SOP for onboarding customers to ensure a seamless experience after contract closure
  • Build a objection-handling script that addresses concerns about choosing a consultant over an agency, and questions about cost and expected outcomes

Testimonials and Case Studies

  • Automate testimonial collection post-service via a survey sent through Brevo CRM
  • Feature most impactful testimonials and case studies on the website’s homepage and the proposal template
  • Create a 'Success Stories' section on the website showcasing detailed case studies

Conversion Rate Insights

  • Utilize CRM insights to track and learn from conversion rate at different sales stages
  • Set quarterly benchmarks for conversion rates and schedule reviews to identify scope for improvements and strategic changes

Urgency and Offers

  • Implement seasonal offers for sign-ups during typically low-demand periods
  • Create urgency through limited time discounts for immediate sign-ups after proposals
  • Exclusivity promotion for first 5 customers each month, providing bonus consultation time

Guarantees and Risk Reversal

  • Offer a 'First Month Satisfaction' guarantee: If customers are unhappy after the first 30 days of service, they can request for a refund
  • Highlight this guarantee boldly in the proposal document and during consultation calls to build trust

Shock and Awe

  • Send a customized welcome kit (branded notepad and pen) after onboarding to create a memorable start and build rapport
  • After a successful consultation, gift prospects a relevant business book with a personalized note
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

* Send welcome email with clear next steps.

* Schedule kickoff call to discuss ongoing consultancy process.

* Mail printed welcome kit with a personalized note and key resources.

Communication Cadence

* Weekly one-on-one calls.

* Monthly calls with external specialists.

* Dispatch updates via email following each meeting.

Client Education

* Provide access to a library of marketing resources, videos, and self-help tools.

* Regular blog posts focused on self-improvement, business growth and marketing strategies.

* Conduct workshops on building in-house marketing systems.

Personalized Touches

* Personalized birthday surprises and annual anniversary acknowledgement emails/cards.

* Celebrate client milestones with congratulatory emails or calls.

* Handwritten thank you notes after successful marketing campaign roll-outs.

Visuals and Documentation

* Send monthly progress reports showcasing client's business growth.

* Provide documented marketing plan after initial strategy discussions.

* Regular case studies featuring successful marketing strategies.

Feedback and Proactive Support

* Online satisfaction surveys immediately after each consultancy call, response required within 24 hours.

* Quarterly feedback meetings to identify improvement areas.

* Implement a ticketing system in the CRM for issue reporting and resolution.

Guarantee or Promise

* Service guarantee: "Satisfaction or a free month of consulting services."

* Promise: "Build your marketing systems in-house, or we work for free."

Operational Excellence

* High standard punctuality and consistency in meeting schedule.

* CRM utilized regularly for updated, accurate client interactions.

* Professional, yet warm and relatable communication standards.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce loyalty-based renewal incentives
  • Offer early renewal discounts for long-term contracts

Upsells & Cross-sells

  • Offer upselling options of additional consultation hours or premium resources
  • Introduce cross-selling opportunities e.g., specialized workshops, webinars

Bundling & Packaging

  • Create differentiated tiers of service; basic, premium, and VIP
  • Introduce all-in-one packages for comprehensive strategy consultation

Loyalty & Retention Programs

  • Develop a referral program with discounts or added service time
  • Design a rewards system for client milestones or long-term contracts

Custom Services and Personalization

  • Offer customized services tailored to individual business needs
  • Upsell personalized deep-dive strategy sessions on particular marketing areas

Pricing Strategy

  • Provide incentives for long-term commitment, such as tiered discount packages
  • Experiment with dynamic value-based pricing for custom services

Customer Data and Insights

  • Utilize Brevo CRM to monitor customer engagement and identify growth opportunities
  • Setup tracking systems to identify and respond to potential churn signals

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide referring customers with a discounted or free consultation session.
  • Reward referees with an exclusive first-time consultation offer.

Shareable Assets

  • Create a library of social media-friendly posts featuring success stories and insights that customers can easily share.
  • Design branded referral cards that customers can physically distribute.

Timing and Triggers

  • Best time to ask for referrals would be after a successful consultation session or implementation of a strategy.
  • Set up an automated email to request referrals after the customer has demonstrated satisfaction.

Client Success Stories

  • Collect testimonials and success stories from clients to inspire future referrals.
  • Share these inspiring stories via social media posts, emails, and on the website.

Referral Contests

  • Run a quarterly 'Referral Champion' contest where the customer with the most successful referrals wins a reward.

Partner or Affiliate Programs

  • Set up a formal affiliate program for customers who consistently provide referrals, offering them a commission for each successful lead.

Thank-You Experience

  • Send a personalized thank-you note to top referrers, along with a small gift or promotional item.
  • Acknowledge top referrers on social media to provide public recognition.

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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