what do our customers think and feel? what do they see...
TRANSCRIPT
What do our customers think and feel? What do they see, hear, say and do?
Hopes:
More customers
More leads
High quality of work
Consistent jobs to keep them busy
Expansion and growth of business
Fears:
Unemployment
Possibility of going out of business
Downtime
Market Competition
Family well-being
See:
Competitive landscapes
Too many options in terms of marketing – which is best?
Other tradies doing well in comparable industries
Hear:
Partner, family and friends
Magazines, websites, small business advice
Direct sales and marketing – competing for their business
Say and do:
Wants to work
Is a technician NOT a salesperson
Not interested in social media or blogging promotion
Cares about reputation
Not tech savvy and unfamiliar with the jargon
Pains in everyday life:
Limited funds
Limited time and attention
Doesn’t want additional work or hassle
Wants more work of a higher value
Doesn’t want to lose money
What are they set to gain from our product of service:
Help with reputation of business online
Security of consistent work
Financial reward of more work and better quality
Will only pay for measurable results online
Boost online presence through localised SEO
Mobile Service Trade Location Trade/Retail Franchise Multiple
Locations
Location Based Remote
Service
Sparky Steve Salon Stacy Robby Removals Andrew Accountant
Mobile service - servicing both
residential and commercial
Will usually have to quote a job in
order to get it
Has major overheads tied into
equipment and transport
Trying to drive bookings and loyal
customers to salon
Location may not be ideal
Has major overhead of rent and
staffing costs tied into business
Usually not the full owner of the
business
Trying to market effectively in
multiple areas
Trying to leverage multiple leads
with consistency
Can service clients over a large
area
Needs to promote locally as larger
campaigns are too expensive
Needs to build trust and
relationships with clients
Pain Points
Limited time to focus on
marketing
Limited knowledge of how to
effectively market his business
Unconcerned with marketing
methods just needs them to work
Quoting process occupies much of
their time
Pain Points
Limited time to focus on
marketing
Multiple marketing channels
available
Needs to fill spots and maximise
revenue from each visitor
Wants clients to become repeat
custom and loyal
Pain Points
Multiple entities to focus on
Multiple stakeholders to satisfy
Multiple marketing channels
available
Pain Points
Budgets are difficult to anticipate
Multiple marketing channels are
available
Multiple client options are
available
Ad
Spend
Expected
Audience
Est.
CTR
Warm
Leads
Conversio
n Rate
Gross
Sales
Gross
Revenue
CPA
$100+ 10,000 0.005% 50 5% 2 $4,500 $50
Example: Sydney based small business owners that list Plumber as their
occupation. Males between 25-55 years old based on Facebook Ad manager.
Goals and Objectives Strategic Initiatives Tactics
Primary Objective:
60 new inbound enquiries per
month
Website re-branding Blogs, articles and whitepapers
on website
Improve UX and include a Call to
Action for lead capture
Improve sites SEO
Secondary Objective:
50% conversion rate
> 30 net sales per month
Social Media Campaign Test some paid campaigns through
Increase market reputation
through targeted Twitter
campaign (organic)
Email Campaigns Through lead capture techniques,
we will nurture potential clients
through regular email content
