Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

The ideal customer is a health-conscious, holistic mother aged between 30-40. She seeks natural methods of keeping her family healthy and reduces the use of traditional medicines.

Audience Type

B2C
Mothers seeking holistic health solutions

Needs – Primary Buying Considerations

Health products that are 100% natural
Better alternative to traditional medicines
Cost-effective long-term option

Demographics

Age Range: 30-40
Gender: Female
Geography: Global (Online focus)
Income Level: Middle to High

Psychographics

Lifestyle: Holistic, health-focused
Values: Natural means of health, wellness, family well-being
Pain Points: Overuse of antibiotics and traditional medicine, a quest for natural health options
Buying Behavior: Takes time to research products and trusts recommendations from Health Influencers

2. My Message to My Target Audience

Refined Elevator Pitch

VitaValeria provides holistic health seekers, particularly mothers, with natural remedies in the form of essential oils. This helps them nurture their bodies, boost their energy, and reduce their reliance on conventional medicine.

Understanding Their Pain Points

Overreliance on conventional drugs for all health issues
Struggle to maintain a holistic and drug-free lifestyle
Difficulty finding natural, safe solutions suitable for the entire family

Transformation

A healthier lifestyle free of conventional medicine
Increased energy and improved overall well-being
Better nurtured, safer and healthier family

Unique Selling Proposition (USP)

100% natural, family-friendly solutions
More cost-effective than conventional medicine
Personalized 1:1 support for individual needs

Brand Values & One-Liners

"Nature knows its way: Choose VitaValeria."
"Nurture your family the natural way, with VitaValeria."
"Swap chemicals for our essential oils. Enjoy a healthier life with VitaValeria."

Tone

VitaValeria aims to be approachable, helpful, and empathetic to the struggles of mothers seeking more natural health solutions for their families. The brand speaks with warmth, understanding, and expertise.

Hero Text Idea

Flag Text: "Natural Family Wellness"
Main Headline: "Revitalize Your Family's Health Naturally"
Sub Headline: "Experience the transformative power of essential oils. Boost your energy, improve your wellbeing, and reduce your family's dependence on conventional medicine with VitaValeria."
CTA: "Start your natural health journey now!"

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

Website

Improve WordPress site with SEO enhancements, mobile optimization.
Monitor conversions: free trials, 1:1 meetings schedule, and product purchases.

Social Media

Instagram: Continue with Live sessions, post informative content daily, product highlights 2x per week.
Facebook: Weekly live sessions, daily posts about holistic health, interact in relevant groups.
YouTube: Bi-weekly DIY videos for using essential oils.

Paid Advertising

Facebook ads: Target health-conscious mothers aged 30-40.
Google Ads: Use keywords related to holistic health and essential oils.

Content Recommendations

Tips for using the Family Set.
Interviews with mothers who have shifted to a holistic lifestyle.
Benefits of essential oils.

Podcasts

Seek guest spots on 'The Essential Oil Revolution' and 'Wellness Mama' podcasts.

Directories

List on Wellness.com, NaturalTherapyPages.com.au.

Publications

Write guest posts for Natural Mother Magazine and holistic health blogs.

Partnerships & Outreach

Partner with health influencers on IG, offer them samples to review.
Collaborate with natural health blogs for giveaways.

SEO and Content

Regular blog posts on website revolving around holistic health and essential oils.
Use keywords like 'natural health', 'holistic remedies', 'essential oils benefits'.

Offline and Local Media

Participate in local health and wellness fairs.
Host essential oil workshops in local community centers.

Online Events

Host monthly webinars on holistic health topics.

Online Networking

Engage in Facebook groups and Reddit communities focused on holistic health.

Cold Outreach

Send emails to health-conscious mothers from leads generated via social media and website.

During
(Lead)

1. My Lead Capture System

Lead Magnet

Essential Oils Starter Guide: Educational PDF on using essential oils for holistic health.
Holistic Health Planner: Interactive PDF to track and plan health and wellness activities.
'The Natural Mother's Remedy' Quiz: A quiz to help mothers discover essential oils best suited for their family's needs.

Tripwire Offer

Introductory offer on 'Mini Family Set': A scaled-down, lower-priced version of the 'Family Set'.
'Kid-Safe Essential Oils' eBook at a discounted rate.

Welcome Sequence

Automation 1: Welcome email with lead magnet download link.
Automation 2: Educative content on holistic health and essential oils use.
Automation 3: Introductory offer code for the tripwire product.

Segmentation

Tag leads based on their quiz results to tailor follow-up recommendations.
Segment based on engagement level with email content.
Categorize based on past purchases or interests indicated during 1:1 meeting.

Chatbot and Automation

Implement a chatbot on the website to answer basic queries and capture lead information.
Set up email automation sequences based on lead behaviour such as 'Abandoned Cart Reminder'.
CRM recommendation: Mailchimp or HubSpot given their robust automation and segmentation features.

2. My Lead Nurturing System

Marketing CRM

Recommended platform: ConvertKit for its robust automation capabilities
Automation capabilities: Welcome sequence, Abandoned Cart Reminder, Reactivation emails
Recommended improvements: Implement segmentation for better targeting

Sales CRM

Recommended platform: Zoho CRM for its affordability and versatility for small businesses
Pipeline tracking: Track leads from discovery to conversion
Handoff process: Transfer leads from marketing to sales after initial engagement

Automated Follow-Ups

Post-opt-in: Thank-you mail with lead magnet link
Post 1:1 Meeting: Send personalized follow-up offering a special discount code
Abandoned Cart: Send a reminder email 24 hours after abandon

Newsletter

Frequency: Biweekly
Topics: Health tips, latest research on natural health, product updates
Segmentation: Based on preferences shown during 1:1 meeting or quiz result

Retargeting & Ads

Platforms: Facebook and Instagram for its reach among target audience
Goals: Increase brand visibility and lead generation

Social Media and Content

Frequency: Daily posts on Facebook & Instagram, Bi-weekly videos on YouTube
Content type: Informational content on holistic health, Benefits of essential oils, User stories

Webinars and Events

Suggested cadence: Monthly webinars on natural health topics

Other Nurture Channels

Chatbot on website for customer queries, lead capture
SMS for abandoned cart reminder, special offer announcements

3. Sales Conversion Strategy

Sales Process

Continue the existing sales process: Instagram Live engagement, free 1:1 meeting scheduling, creating customer profiles, and providing a link for purchase.
Reduce friction points, streamline the schedule on the website to make booking easier, and ensure smooth checkout for purchases.
Automate Follow-up emails after live events and 1:1 meetings, encouraging them to complete their purchases.

Sales Assets

Develop practical usage scripts and ChatBot SOPs for common questions about essential oil uses and possible side effects.
Create attractive visual content for showcasing at live events or social media.

Testimonials and Case Studies

Collect testimonials after successful 1:1 meetings and product usage.
Showcase these on the website as well as in specific social media posts.

Conversion Rate Insights

Use Google Analytics to track conversions from live events, social media engagements, and 1:1 meetings to purchases.
Set goals for improving the conversion rate quarter by quarter.

Urgency and Offers

Launch seasonal offers related to common ailments that occur during specific times like flu in winters, allergies in spring.
Social media posts focusing on the benefits of early adoption and prompt purchases.

Guarantees and Risk Reversal

Reassure potential customers with a 30-day money-back guarantee for dissatisfaction with outcomes.
Showcase this policy clearly on social media posts, website, and during live engagements.

Shock and Awe

Send wellness eBooks or access to exclusive online wellness seminars as a surprise gift to potential leads who are engaging with your content or attending your live events.
Personalized thank you notes or small free samples for first-time purchasers.

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Upon purchase, send a warm welcome email outlining what they can expect next
Include a video that introduces VitaValeria, how to use the products, and its benefits
Provide clear instructions on storing and using the oils, along with safety guidelines

Communication Cadence

Send a follow-up email after one week of delivery, checking in on product usage and satisfaction
Monthly newsletter providing holistic health tips, new product information, and user stories
Quarterly personal check-in via email or phone to address questions or concerns

Client Education

Curate a dedicated blog/vlog series demonstrating product usage and their benefits
Share FAQs, guides, and tips on using essential oils effectively
Regular IG live sessions discussing various holistic health topics and answering audience queries

Personalized Touches

A handwritten thank you note with each purchase, thanking them for choosing a natural lifestyle
Birthday mails with personalized health tips based on the season
Celebrate customer anniversaries with personalized discounts or free samples

Visuals and Documentation

Share user testimonials and before-after stories across social media and newsletters
Create visually appealing infographics on the benefits of natural health
Use well-designed product photos across all communication channels

Feedback and Proactive Support

Quarterly satisfaction surveys via email, highlighting any issues or improvements needed
Respond to social media queries, comments, and messages within 24 hours
Monthly round-up of FAQ and resolution on the blog

Guarantee or Promise

14-day free trial
“Not Satisfied? Contact us within 30 days and we’ll resolve it or give you a full refund”
Consistent 1:1 support

Operational Excellence

Shipment tracking and notifications for all orders
Products are always well-packaged and delivered on time
Communication is always friendly, empathetic, and aimed at resolving the customer's concerns as quickly as possible.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Implement an annual subscription model for access to exclusive essential oils, discounted prices, and personalized health consults.

Upsells & Cross-Sells

Promote premium essential oils as an upsell during purchases.
Cross-sell related products like oil diffusers or holistic health guides.

Bundling & Packaging

Introduce a Family Wellness Set with several types of essential oils.
Offer seasonal oil bundles for allergies, colds, or relaxation.

Loyalty & Retention Programs

Introduce a points-based loyalty system rewarding purchases, referrals, and social shares.
Offer exclusive member discounts and access to latest products for program members.

Custom Services and Personalization

Offer premium personalized health consults for a more tailored approach to using essential oils.
Create tailored packages based on specific family needs or concerns.

Pricing Strategy

Introduce tiered pricing to cater to different affordability ranges.
Offer a discount for long-term subscription commitments.

Customer Data and Insights

Track customer buying patterns and preferences to personalize product recommendations.
Utilize insights to create personalized email marketing campaigns to suggest tailored products.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

10% discount on next purchase for referrer
Free introductory essential oil for referees

Shareable Assets

Pre-crafted social media posts highlighting benefits of natural health with VitaValeria
Printable referral cards to distribute in local wellness communities

Timing and Triggers

Ask for referrals after successful 1:1 support calls
Launch referral campaign during peak health seasons (e.g., flu season)

Client Success Stories

Collect video testimonials sharing improvements in family health
Share success stories on social media to inspire further referrals

Referral Contests

Quarterly 'Healthy Family Challenge' with a free Family Set for winning referrer

Partner or Affiliate Programs

Partnership program with local wellness influencers
Tracking system to reward partners based on customer conversions

Thank-You Experience

Special 'Wellness Warrior' recognition for top referrers
Personalized thank-you notes from VitaValeria to top referrers

VitaValeria

Your 1-Page Marketing Plan is Ready!