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XELAH

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  3. Execute it (start with ONE section)

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • XELAH's ideal customer is a female dentist in her early 30s who has recently opened her own clinic. Despite her confidence as a practitioner, she acknowledges a lack of business acumen and wants to build a successful, multiple location practice.

Audience Type

  • B2B
  • Healthcare practitioners, especially dentists

Industries (if B2B)

  • Healthcare sector

Needs – Primary Buying Considerations

  • Outsourcing of marketing, sales, and growth operations
  • Data & analytics for measurable progress
  • Tech support for website-related issues

Demographics

  • Age Range: Early 30s
  • Gender: Female
  • Geography: Malaysia
  • Income Level: ~$120,000 per year
  • Profession: Dentist
  • Business Size: 4-5 employees

Psychographics

  • Lifestyle: Business-focused, ambitious
  • What they value: Trust, honesty, kindness
  • Pain Points: Lack of business knowledge, need for marketing investment
  • Buying Behavior: Prepared to invest in necessary services
  • Decision-Making Roles:
  • Primary Decision Maker: Owns and operates the dental practice
  • Secondary Decision Influencers: Not specified
  • Support Roles: Dental assistants, receptionist

2. My Message to My Target Audience

Refined Elevator Pitch

  • XELAH empowers healthcare businesses with comprehensive outsourced growth services, setting them free to excel as practitioners, not marketers.

Understanding Their Pain Points

  • The burden of juggling patient care and business growth
  • Inexperience with data tracking damages progress
  • Struggling with technological hiccups in a digital age

Transformation

  • Freedom to focus solely on patient care
  • Gain clear visibility and control over growth metrics
  • Strengthened tech infrastructure and marketing capabilities

Unique Selling Proposition (USP)

  • Combines marketing, sales, and growth into one service
  • Tangible data tracking for measurable progress
  • Technological support that goes beyond just advertising

Brand Values & One-Liners

  • "Your growth partner, not just another agency"
  • "Data-driven progress you can see"
  • "Supporting practitioners, strengthening practices"

Tone

  • XELAH's tone is supportive, clear, and results-focused, designed to instill trust in healthcare professionals on their journey to business growth.

Hero Text Idea

  • Flag Text: Empowering Malaysia's Healthcare Practices
  • Main Headline: Your Outsourced Growth Partner
  • Sub Headline: Freeing you to focus on patient care while we drive your growth with measurable data and comprehensive support.
  • CTA: Unleash Your Growth Now

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

Website

  • Improve positioning with testimonials and success stories
  • Incorporate clear call-to-actions (CTAs) like 'Schedule a Discovery Call'
  • Add a blog section (WordPress makes this very manageable)
  • Implement tracking to measure traffic source, behavior, and engagement
  • Focus on mobile optimization, due to increased mobile use in Malaysia.

Social Media

  • Aim for informative, educational posts on Facebook and LinkedIn
  • Post Frequency: Twice a week
  • Content: Patient success stories, healthcare industry news and trends, insightful blogs.

Paid Advertising

  • Run local targeted campaigns on Meta and Google.
  • Goal: Lead Generation (Schedule a Discovery Call)

SEO and Content

  • Focus on long-tail keyword strategy targeting terms like 'healthcare marketing agency in Malaysia', 'healthcare accelerator service', etc.
  • Regularly post industry-related, SEO-optimized blogs to increase organic visibility

Partnerships & Outreach

  • Form alliances with dental equipment suppliers, dental associations, or dental e-commerce stores
  • Offer guest blogs or webinars to partner platforms to reach their audiences

Publications

  • Submit guest articles to publications like 'Medical News Malaysia', 'Healthcare Asia', etc.

Offline and Local Media

  • Attend local healthcare business-focused events
  • Sponsor or speak at these events to enhance brand visibility
  • Press releases about noteworthy business success to local newspapers

Online Events

  • Host webinars on topics like 'How to Market Your Dental Clinic'.

Cold Outreach

  • Reach out to newly licensed dentists in Malaysia through LinkedIn and offer a free strategy call
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Healthcare Marketing Mastery' E-book
  • Free marketing audit report
  • 'Ultimate Guide to Successful Dental Clinics' webinar

Tripwire Offer

  • Discounted first-month service
  • 'Marketing Jumpstart' action plan
  • Initial consultation at a reduced price

Welcome Sequence

  • Thank you email with lead magnet access
  • Follow-up email with introduction to XELAH, services, and case studies
  • Third email introduces tripwire offer

Segmentation

  • Tag leads based on lead magnet downloaded
  • Segment based on engagement with emails and website
  • Segment customers by business size and revenue, track in CRM

Chatbot and Automation

  • Implement a chatbot on the website for immediate lead capture
  • Set up automation in CRM to ensure prompt follow-up

2. My Lead Nurturing System

Marketing CRM

  • Current platform: GoHighLevel
  • Automation capabilities: Email marketing, CRM functionality, web tracking
  • Recommended improvements: Implement robust segmentation based on interaction, downloaded lead magnet, and business size

Sales CRM

  • Utilize built-in CRM in GoHighLevel
  • Pipeline tracking: Use stages in GoHighLevel to track prospects' journey
  • Handoff process: Use GoHighLevel's communication tools for smooth transition between marketing and sales

Automated Follow-Ups

  • Welcome email sequence post lead magnet download
  • Abandoned call booking re-engagement sequence
  • Reactivation sequence for inactive leads, triggered after 60 days of inactivity

Newsletter

  • Frequency: Bi-monthly
  • Topics: Success stories, industry trends, practical tips for running dental practice
  • Segmentation: Technology requirements, Business size, Engagement with past emails

Retargeting & Ads

  • Meta remarketing to website visitors, focusing on benefits of service, client testimonials
  • Google Ads for search targeting keywords like 'healthcare marketing agency in Malaysia'

Social Media and Content

  • Posting frequency: 2x per week on LinkedIn and Facebook
  • Content focus: Industry trends, client testimonials, quick marketing tips, and data showcase

Webinars and Events

  • Monthly webinars on topics like 'How to Market Your Dental Clinic', and 'Data-Driven Growth for Healthcare'

Other Nurture Channels

  • Chat automation with simple decision trees to facilitate lead capture and basic inquiries on the website using tools such as Tars or MobileMonkey
  • SMS automation for appointment reminders or urgent updates
  • WhatsApp automation for nurturing leads at later stages of the pipeline

3. Sales Conversion Strategy

Sales Process

  • Begin with a discovery call to assess the prospect's status and goals.
  • Develop a custom proposal highlighting their unique growth plan, showcasing the 3-step HPA system.
  • Reduce friction by incorporating a calendar link for easy booking of discovery calls.

Sales Assets

  • Discovery Call script aiming to identify needs and build trust
  • A proposal template, highlighting the unique features of the HPA system
  • Incorporate case studies in the proposal to build credibility

Testimonials and Case Studies

  • Encourage satisfied clients to provide testimonials, ensure consent to feature on website
  • Consider video testimonials for a more personalized touch
  • Highlight case studies on website, in proposals and on 'Wall of Love'

Conversion Rate Insights

  • Use GoHighLevel CRM to track conversion rates from discovery calls to closed sales
  • Aim to improve conversion rates by refining call scripts and proposals

Urgency and Offers

  • Time-limited offer: Complementary first-month tech support for new sign-ups
  • Fast Action: Offering additional 1-on-1 strategy sessions for quick sign-ups

Guarantees and Risk Reversal

  • Initiate a 30-day money-back guarantee to increase trust and reduce risk perception

Shock and Awe

  • Once contract is signed, send a personalised thank-you note and XELAH-branded merchandise to the client
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email detailing their chosen strategy
  • Kick-off call to walk through the schedule and expectations
  • Customized welcome kit sent via mail

Communication Cadence

  • Weekly check-in emails summarizing the week's accomplishments
  • Monthly video meetings to review performance in depth
  • Daily availability for urgent questions via phone and email

Client Education

  • Access to "XELAH Academy" – a library of marketing, sales, and growth resources on the website
  • Regular webinars to explain new trends in the healthcare digital sphere

Personalized Touches

  • Celebratory message when reaching milestone e.g. 1st lead generated, 1st patient booked
  • Birthday and clinic anniversary cards
  • Quarterly "XELAH spotlight" featuring their success story on social media

Visuals and Documentation

  • Weekly progress recap emails with easy-to-understand charts
  • Before and after reports showing improvement in leads from their marketing efforts
  • Detailed annual growth report

Feedback and Proactive Support

  • Monthly client satisfaction surveys to identify areas of improvement
  • Dedicated client success manager that proactively anticipates & resolves any issues

Guarantee or Promise

  • "Satisfaction Guaranteed" policy offering to revisit the strategy if not happy with the results after three months
  • A promise to deliver tangible results that they can measure

Operational Excellence

  • Strict punctuality in meetings and deadlines
  • Flexible meeting scheduling to accommodate varying schedules
  • Professional and speedy communication, avoiding jargon and delivering clear, concise responses
  • Consistency in branding across all communication mediums

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer loyalty discounts for annual contract renewals

Upsells & Cross-Sells

  • Introduce add-on services, like SEO or content marketing for healthcare businesses
  • Allow for upsell of advanced analytics capabilities

Bundling & Packaging

  • Offer bundles including marketing, sales, and growth services, with tiered levels
  • Create packages offering additional tech support and premium features

Loyalty & Retention Programs

  • Develop loyalty program offering discounts for referrals
  • Offer additional services at discount for long-term clients

Custom Services and Personalization

  • Allow customization of services based on dental practice needs
  • Implement personalized reports offering insight into client progress

Pricing Strategy

  • Promote long-term contracts with discounted pricing
  • Incorporate value-based pricing for premium services

Customer Data and Insights

  • Improve data tracking and analytics systems to monitor client progress
  • Use CRM data to identify client churn risk early and develop preventive actions

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide one month of free service for every successful referral.
  • Offer the referred client a 15% discount on their first month of service.

Shareable Assets

  • Develop pre-made email templates for customers to share with their peers.
  • Design engaging social media posts that customers can re-share.
  • Create referral cards with QR code for easy tracking and sharing.

Timing and Triggers

  • Request referrals after successful reporting and analytics stage where client sees tangible progress.
  • Automate referral request emails to tie in with milestones in the customer journey.

Client Success Stories

  • Regularly collect and share testimonials from customers through email newsletters and social media.
  • Create a dedicated 'Success Stories' page on the website.

Referral Contests

  • Host a quarterly contest where the customer with the most referrals receives an additional month of free service.

Partner or Affiliate Programs

  • Setup an affiliate program where influencers or business partners can earn a commission for every successful referral.

Thank-You Experience

  • Send a personalized thank-you note or gift to customers after a successful referral.
  • Publicly recognize top referrers on website and social media platforms.

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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