Marketing Consulting Proposal · 2019-02-06 · Backlinks mostly Directories •Local directories...

From:

Marketing Consulting Proposal

For:

Situation Analysis

Fix and Repair BusinessIn business 15 years, loyal customers

Avg customer size (10 empl)

Average customer value (??/yr)

No MRR revenue stream today

Annual Revenue: $250K50% revenue from one source

Annual Gross Profit: 80K

Doing no marketing or lead genNot positioned for services, Website offline

Top Level Goals

Implement managed services business model

Drive new business leads thru digital channels

Reduce dependence on 1 client (50% sales) to 25% by end 2017, and 10% by 2018

Drive 15-20% Q-o-Q Sales Growth in 2H 17

Surpass $350K annual sales by end 2017with 10-15% revenue coming from MRR @ 35%+ GM

Presentation Agenda

• Digital Marketing Assessment

• Marketing Strategy big picture

• 90 and 180 day action plan

• Budget and next steps

Marketing Assessment

Quick assessment of your digital footprint, and first-impression highlights.

Independent website rating

Askimet – OFFNot implementedcorrectly. Not focused on managed servicesno SEO pluginsNo visibilityNO Image ALTsNot ranking

NOT REALLY

Digital Marketing Assessment

This is a semi-empirical "first impressions" critique of your website and digital footprint.

Intended as a discussion entry point, to frame the action plan, and expected outcome.

Over 70 Factors Evaluated

First Impressionsand Broken Stuff

Website - First Impressions

• Seriously broken

• Loads of clutter in WP

– Example pages from AVADA

– Should be deleted immediately

– Makes it hard to see what you have

• More than 1 day downtime is bad

– Sending wrong message to Clients and Google…

• Google indexing can’t get past first page

– Telling Google you have NO CONTENT

I’ll Bet you $50 at 10:1 odds

• Studio3K will not deliver complete 10 page site…

– before I complete this proposal

• How can I be so sure they will fail?

– Even their own website doesn’t work

– Not deleting Avada example pages

– Can’t write the copy you will need on pages

– Failed to implement / fix fundamental things• SEO, Google analytics, Comment security, Alt text, 404 handling

Recommend: Drop Studio3K ImmediatelyI can fix all this fast, in a few days, get back online

The opportunity cost of downtime is worth 10x the delta between my $25 rate and whatever you pay Studio3K

Important Avada THEME out of date

• Lots of new features missing, better UI

• But most important – security risks

• 4 step upgrade from 3.7 > 3.9 > 4.0 [ > 5.0]

• https://theme-fusion.com/knowledgebase/important-update-information-archive/

https://theme-fusion.com/knowledgebase/important-update-information-archive/

No Google Analytics

Should have Google AnalyticsTracking info here.

Did anyone ever Create a Google Analytics account?

Inappropriate Fav Icon

What is THIS,when your COLORSand Logo are this – Shouldn’t it be DVS

Market Size

Market Size By Business Size

39 Ohio 01: Total 185,539 250,535 4,636,844 G 203,868,114

39 Ohio 02: 0-4 99,937 100,121 176,000 G 6,782,650

39 Ohio 03: 5-9 34,371 34,818 226,466 G 7,414,732

39 Ohio 04: 10-19 22,179 23,346 296,942 G 10,511,276

39 Ohio 05: <20 156,487 158,285 699,408 G 24,708,658

39 Ohio 06: 20-99 20,131 26,473 759,001 G 28,969,261

39 Ohio 07: 100-499 4,935 14,507 675,881 G 28,604,940

39 Ohio 08: <500 181,553 199,265 2,134,290 G 82,282,859

39 Ohio 09: 500+ 3,986 51,270 2,502,554 G 121,585,255

Number of Firms, Number of Establishments, Employment, and Annual Payroll by Small Enterprise Employment Sizes in OHIO 2014

2014 Census Data – Have data for 5-50 employees by industry

TAM: 71,000 Establishments with 5-50 employees

Market Size By Business Size

Number of Firms, Number of Establishments, Employment, and Annual Payroll by Small Enterprise Employment Sizes for the OHIO, NAICS Sectors: 2014

Total 01: Total 185,539 250,535 4,636,844

Agriculture, Forestry, Fishing and Hunting 01: Total 266 268 1,193

Mining, Quarrying, and Oil and Gas Extraction 01: Total 593 738 11,060

Utilities 01: Total 167 630 24,334

Construction 01: Total 19,293 19,603 171,719

Manufacturing 01: Total 12,746 14,208 642,967

Wholesale Trade 01: Total 11,024 14,217 231,383

Retail Trade 01: Total 20,253 36,260 560,265

Transportation and Warehousing 01: Total 5,778 7,075 160,148

Information 01: Total 1,718 3,797 87,746

Finance and Insurance 01: Total 8,163 17,136 248,251

Real Estate and Rental and Leasing 01: Total 7,008 9,919 62,801

Professional, Scientif ic, and Technical Services 01: Total 21,723 24,041 239,703

Management of Companies and Enterprises 01: Total 1,291 2,154 147,299

Administrative and Support and Waste Management and Remediation Services 01: Total 11,230 13,369 386,828

Educational Services 01: Total 2,639 3,030 117,751

Health Care and Social Assistance 01: Total 19,830 28,595 821,510

Arts, Entertainment, and Recreation 01: Total 3,505 3,761 66,373

Accommodation and Food Services 01: Total 16,830 23,800 454,253

Other Services (except Public Administration) 01: Total 24,637 27,583 200,893

Industries not classif ied 01: Total 351 351 367

ENTERPRISE

EMPLOYMENT

SIZE

NUMBER OF

FIRMS

NUMBER OF

ESTABLISHMENTS EMPLOYMENTNAICS DESCRIPTION

More Work to Pick Target Verticals

• From census data we can figure out the verticals with the highest number of businesses with 10-30 employees

• From this we should be able to focus on 2-3 verticals which you already have some experience and reference customers in.

Ohio 151 Stark 02: <20 5,300 5,329 23,930

Ohio 151 Stark 03: 20-99 759 854 27,091

Ohio 151 Stark 04: 100-499 242 431 21,162

Ohio 151 Stark 05: 500+ 542 1,598 66,120

Competitors

Google Page 1 Competition

ONLY 9 PAGES

With right site structure20-30 pages and good SEOshould be able to rank on P1for IT Managed Services; Managed IT Services and other key terms appended with Canton, maybe for Akron too!

IT Managed Services ExamplesWebsite One or More Videos Facebook Twitter

http://imagineiti.com/ YES ImagineITInc

http://networkats.com/ networkats

http://prometheanit.com/ YES prometheanitWebroot

http://starmanagedservices.com/ StargelOfficeSolutionsstargeloffice

http://teckpath.com/ teckpath teckpath

http://tsys.com/ YES tsys1 tsys_tss

http://v2systems.com/ YES V2Systems v2systems

http://www.blueh2ogroup.com/ PresidioIT Presidio

http://www.caiservice.com/

http://www.carceron.net/ carceron carceron

http://www.catapultsystems.com/ catapultsystemsCatapultSystems

http://www.cbmmanagedservices.com/

http://www.ccnetservices.com/

http://www.cdillc.com/managed-services YES cdillc cdillc

http://www.ciber.com/ ciber ciberinc

http://www.cloudmsg.com/ cloudcomputerscloudmsg

http://www.connectmanaged.com/ YES ConnectManaged

http://www.continuum.net YES pages/Continuum+Managed+Services/249726721764557ConnollyMarkT

http://www.extraordinarymanagedservices.com/ extramsp

http://www.getvmsi.com/

http://www.go-mst.com

http://www.icssnj.com/ icssnj icss_nj

http://www.imsrecycles.com/

http://www.lintons1.com/ pages/Lintons-Managed-Services/124314970966873

http://www.managedsolution.com/ YES Managed-Solution-182910142619MSMarketingTeam?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

http://www.msitbm.com/

http://www.portlandmanagedservices.com/ YES netropole

http://www.presidio.com/ PresidioIT Presidio

http://www.questsys.com/ YES questechusa QuesTechUSA

http://www.transbeam.com/ YES Transbeam Transbeam

http://www.trutech.com/ TruTechnology-265111883688695TruTechnology

http://www.youronesource.com/ pages/OneSOURCE-Document-Management/153709264669518

https://midatlanticms.com/

https://www.continuum.net/ YES pages/Continuum+Managed+Services/249726721764557ConnollyMarkT

https://www.datatechitp.com/ YES pages/Data-Tech/137244799711436DataTechTampa

Lots of good examples toborrow content and messaging

from and improve, and to learn what tactics they use

including emulating their Ads

PPC Ads and Landing Pages

Not a High Volume TermBut High Priced

Lots of good ads and LPs to borrow message and ideas

Similar Intelligence for display Ads

• With the right Intelligence tools we can …

• …Learn from the best.

– IBM, Dimension Data, Presidio ….

• Then apply to local markets.

DVS is Not Ranking At All

Collective Keyword Volume

• Rough estimate of 10,000 search /month for:– IT Managed Services

– Managed IT services

– Hosted voice services

– Remote PC management

– Remote PC support etc. etc.

• Obviously only a fraction is from Ohio– Local companies will qualify search…

– …with town name or state in search string

• Must win the SEO battle, to get free traffic– Backlink important long term strategy

– Can also use PPC competitively• Not industry terms (CPC $30-40)

• Trigger on competitor brands (CPC $0.05-$0.50)

Need to research long tail terms and work hard

to do off-page and on-page SEO

SEO for Local City Names is KEY

• Liberal use of Canton, Akron and other city names

• Must use throughout the website, on blogs, case study, testimonials, snippets and body copy.

TESTIMONIAL ILLUSTRATION

NOT LIKE THIS:

LIKE THIS:

Canton, Stark County, OHFounder and CEO

Data Voice Solutions (spelled out) in downtown Canton

no-follow, Hyperlink, with Canton, OHIO in alt Text

Alt image text: CEO of Sunrise Equipment, Canton, OHIO

Say what YOU WANT Said

• Testimonials should be planned (see slide 40 as well) you need a bunch of canned testimonials that say what you want your customers to say about you FEED testimonials to your best customers and get them to sign off on them.

• Go back to those you have already -get them to sign off new-improved version.

• Every customer visit is a sales opportunity.– Plan ahead and come back with SOMETHING on every call… a testimonial, a referral, a lead, a service

improvement suggestion. WORK your customers for the next one.

Check for typos!!!This one has a horribleunintentional meaning!

Loses credibility… either user isa moron (not like me the reader, therefore this testimonial doesn’t count as “birds of a feather”), or you are a sloppyworker for not spotting this!

Either way it’s a Lose!

Plugins and Tools You Need

• Askimet – enable and configure

• Thriveleads – list building

• Yoast – SEO

• Tweet this – for blog sharing

• Testimonials – show testimonials nicely

• Budget Marketing Automation Platform

– e.g. Drip.co (recommended, because of integrations with other solutions, incl. Thrive)

Referring Links (AKA Backlinks)

• Better than nothing

Backlinks mostly Directories

• Local directories good! Well done!

– Generally cheap or free. Lets find more.

• Find local blog sites and guest blog on them

– Some will allow Follow backlinks to you.

• We need to create some bogus IDs and give you good reviews on some of these sites.

– I have many IDs I can use.

– But needs to be done over time.

– Can’t suddenly have 10 reviews all on same day.

Social Media Channels

Social Media Channels to Focus on

• LinkedIn wins hands down for your market

Social Media Profiles

• LinkedIn – not developed - important

• Twitter – don’t have – low priority

– Suggest building following of SMB owners in Canton, Akron etc. This can be done mostly on auto-pilot using tools – Doing so is free exposure

• Facebook – don’t have – not important now

• Others – don’t have – not important now

• Youtube – In future we should have video

– With right tactics, can often rank video…

– … where you cannot rank a web-page.

LinkedIn Profile

• Beef up Linkedin profile and encourage followers in your emails and connects.

• May be able to land-grab showcase pages

– With your important keywords

• Use channel to post blogs, news, case studies

Press and Local PR

• Didn’t find any activity

• Local press coverage should be easy to get

– Especially in relation to high/medium profile wins

– First decent win is a good excuse to reach out to journalists with a Manages Services story

Chat Box

• Done right your website can create the illusion that you are much larger than you really are.

• Tools such as Web Chat Box contribute to the illusion.

• However, unless you are deskbound, this means having an agent on your phone that alerts you if someone types in the chat box.

• How do you feel about manning the chatbox on your smartphone during office hours (8-6)?

– Do you live on your phone, or are you averse to texting and typing on your phone?

Testimonials and Customer Sat

• You have a good collection of testimonials - Well done, and get more!

• Should be spread strategically through the site.

• Also we should develop a Customer satisfaction questionnaire that you use regularly after each engagement to gather new testimonials, and get immediate feedback loop for learning how to improve your service and damage control.

• Also with best friends look at doing some video testimonials.

• Get media / videography student from OHIO state to help, he builds portfolio, you get videos cheap.

• Agree on package for 4 or 5 in one day - bring customers into studio setting – plan it, scripted questions …. Set Expectations / Scripts ahead of time - you want soundbite answers, NOT AIMLESS BLAAAH.

Web Summary: Fix Immediately

• Get website back online ASAP

– Configuration, plugins, analytics, copy – all broken

• Define products and services

– Service detail, testimonials etc for each service

• Identify and profile target verticals

– Break out each vertical onto a separate page

• Implement lead-gen framework

– Need low budget Marketing Automation and tools

Marketing Strategy

Marketing Strategy in a Nutshell

• Focus on two or three vertical markets in Local area– Develop targeted messaging and campaigns for 2-3 verticals

– Lead with 3 or 4 strategic service categories (Voice must be one)

• Emphasis on inbound marketing (organic search, backlinks)– WHY: Organic traffic is the cheapest and easiest to obtain

– HOW: Implement good copy, and good page hierarchy and break content into as many discrete pages as possible, plus Link building.

– The bar is not very high, should be able to get on P1 for LOCAL searches which include local city name.

• Larger than life professional website, and slick web-tools– Boost credibility with customers and boost authority with Google.

– Over 6 months, expand and improve web content. Page volume is a key factor for search ranking. Much more emphasis on social proof.

• Limited, highly targeted outbound marketing– LinkedIn advertising, Retargeting, Email, Competitive PPC

Local Competitor Vertical Focus

Dental Legal Doctor Retail OTHER TBA

Food Hospitality

YOU

ABC

DEF

GHI

DVS Vertical Targets

• Automotive (car dealerships, parts, repair)

– Usually highly dependent on servers and apps

• Healthcare (dental, doctors offices ….)

– Mission critical, but not really, security yes

– lot of competition here.

• Real Estate? (lots of PCs and admin staff + lots of independent individuals that, the office admin could give you as leads)

Company Location Network Wi-Fi

Server

Support PC Support

Phone

Systems

Backup &

Recovery

Cloud

Hosting

Network

Security

Email

Security

Application

Support

Application

Development Pages

intech North Canton X ? ? X

AllWorkx

VoIP Phone

Systems

X XAnti-spam,

Antivirus? 10

Karcher Group North Canton X 117

Summit

SolutionsAkron X X X X ? X 61

CCS Business

SolutionsCanton X X X X X X ? 49

Multi-Tech

Solutions

Corporation

North Canton X X X X X X 7

OneSolution Canton X ? X ? X ? ? 204

ServersIM Canton X X X X X X X X X 9

Micro Doctor

ITWarren X X

AllWorkx

VoIP Phone

Systems

X X X ~420

Kloud9 IT Akron X X X X ??

PCR Business

SystemsAkron 209

Etc Tech

SolutionsNorton X X X X X X X 750+

Unite

Managed

Services

Akron X X X X X 11

Quality IP Kent X Cisco X X X 48

HARD TO SAY!!!

Local Competitor Service Focus

Kinda Need this.Esp for Medical

Wi-Fi access isHOT & strategicFew pushing this…PLUS my strong suit

DVS Product / Service Offerings

• 3 or 4 strategic service categories illustration

– Everything else falls underneath this…

Wi-Fi and Network Support

Network and Application

Security

Voice and Telecoms Support

Applications and Systems Support

NETWORK SECURITYVOICE SYSTEMS

DATA VOICE

SOLUTIONS (apple/pear)SERVICE (apple/pear)

SYSTEMS or SECURITY

Playing on your nameD V S

or THIS:

THIS:

or THIS:

DVS Product / Service Offerings

• Illustration of how this could be organized

Wi-Fi and Network Support

Network and Application

Security

Voice and Telecoms Support

Applications and Systems Support

Setting up DIDVoicemailHandsetsHosted PBXIVR/ACS

Network moitorWi-Fi installationWi-Fi supportSocial LoginCaptive portalWi-Fi marketingBOYD management…..

PC support Off-site backupsdisaster recoverSever maintenanceServer whatever

Email securityServer securityNetwork securityPC/Mobile secirtyMobile Device MgmtThreat protectionSecurity training

Don’t need to know this all, NOW

• Just settle on a general framework you feel comfortable with, and we’ll flesh out the subordinate content over time…

• To get you back on the map fast, we’ll group stuff together loosely to start. Then we’ll sort, cross reference and subdivide until we have one page for each distinct service component.– e.g. A whole page about what Server Monitoring really means, what they get,

service levels (4 hour, 12 hour etc) and having a price (not necessarily published) for this as a discrete managed service offering. Eventually all backed up with testimonials, blogs … all related to this topic, for the customers in your key verticals.

– I imagine you will also have several discreet services rolled up into a bundled service (e.g. network, servers and desktop package – which is really a roll up of network monitoring, firewall security, email security, desktop monitoring, xxx, yyy) with a bundle discount

• See next page to understand how this plays out in terms of content

Vertical / Solution Matrix (for example)

• Eventually fill in every cell in this matrix with something.

– Orange cells represent actual pages (the minimum)

– White cells represent things added to page, or link to from that page

– See YELLOW CELL e.g. say you get a case study for a doctors clinic with a focus on network maintenance, that now goes on a page of its own, and gets created in PDF form as well… appearing as an asset on the medical page and on network support page… and any other page it is vaguely related to… until we have something even more focused to replace it with (on loosely related uses)

Network Wi-Fi

Server

Support PC Support

Phone

Systems

Backup &

Recovery

Cloud

Hosting

Network

Security

Email

Security

Application

Support

Service

details and

value

Messaging

Service

details and

value

Messaging

Service

details and

value

Messaging

Service

details and

value

Messaging

Service

details and

value

Messaging

Service

details and

value

Messaging

Service

details and

value

Messaging

Service

details and

value

Messaging

Service

details and

value

Messaging

Service

details and

value

Messaging

MedicalWe Get Medical

Messaging

Case

study,blog,

testimonial,

video

Case

study,blog,

testimonial,

video

Retail FoodWe Get Retail

Messaging

Case

study,blog,

testimonial,

video

Automotive

We Get

Automotive

Messaging

Real Estate

We Real estate

Automotive

Messaging

Case

study,blog,

testimonial,

video

Case

study,blog,

testimonial,

video

More granularis even betterWe get what running a café is about

Possible Online Quoting Tool

• Can’t do this before your pricing is baked… but, could be a powerful lead gen catalyst in future (note – not in the plan)

• Prospects like to get visibility of what pricing they may be in for. But no-one wants to publish their prices online…(I only noticed it on a few competitors) this is an opportunity.

• We could create a simple quoting tool… that asks customer for some basic data and offers in return an instant quote– BTW I am EXPERT at TCO / ROI modelling – I’ll show you an example

• The instant quote maybe responds with a top level number… but doesn’t explain the terms and conditions… or detail, thus prompting user to give you their email address for you to send it to them, so they get more info. This could be fully automated. Great way to qualify propsects.

DVS Service Pricing Guidelines

• General pricing strategies:

Cost Plus Price Match Value Pricing

• Measure service costs and profitability of your price match offering, to know when to adjust upward.

• Service Level and equivalent hourly rate:

– Level 1 support ~ $80/hr – 95/hr

– Level 2 support ~ $90/hr – 110 /hr

– Level 3 support _~$100/hr – 120 hr

START HEREEVOLVE TO HERE

WHERE PROFITS FLOW!

WHAT MOST PEOPLE DO

Often best for lateto market entrants

How should you price the Services?

We need to fill in the blanks based on industry-wide and local competitive analysis – this will happen as part of

the process of defining and describing each service offering

Service Pricing Analysis

COST

LOW - HIGH LOW - HIGH

SERVICE FOR WHATTier 1

support

Tier 3

support

Tier 1

support

Tier 3

support

Server Support Per server / month $125 - $175 $20-30 $175 - $250 $750

Remote Monitoring???

MDM Support Per device / month FREE - $5 $1 $5 - $15 $25

BYOD Support Per device / month FREE - $5 $1 $5 - $15 $25

Desktop security Per device / month $2 - $4 $1 $5 - $10

Managed backups Per server / month $100 - $150 $20-30 -

$125 - $175 -

$125 - $175 -

$125 - $175 -

VALUE PRICE RANGEPRICE MATCH RANGE

TARGET MRR

per Account

PRICING NOW PRICING FUTURE

Your cost

to deliver

service

Which Services should You Offer?

• This is a balancing act between: Services you must have to play, services you have unique skills / experience / ref customers in; Which are top growth areas: less competitive service categories in your Geo; more strategic functions that lead to consultative role.

MSPs

Across US

MSPs In

your GEO

Must have, OR

Good fit for DVS

Server Support 91% most MUST

Remote Monitoring 90% most MUST

Network Support 90% many ?

- Specific Wi-Fi breakout ?? few ? Strategic advantage opportunity

Desktop Support 90% YES

Patching and Update 90% YES

Backup And Recovery 81% YES

Help / Service Desk 78% ? hard to deliver wihout dedicatd man on desk

Desktop Security 76% X

Voice and telecoms support ?? YOU MUST - (Can you make this your strongest card??)

MDM and/or BYOD Services 63% ? Strategic

Audit and Discovery 60% ?

Cloud Services (laaS, Paas, SaaS) 53% N

Monitoring Client IT Service Levels 51% ? (implied service level but with not SLA commitmentor performance reporting

Guaranteed Client IT Service Levels 37% NO - Not ready to deliver this level of commitment

Identity / Access Security 37% MUST

Server Hosting Services 36% NO

Cloud Monitoring 33% NO

Cloud Management 33% NO

Nee

d t

o f

ill t

his

in b

ased

on

loca

rea

sear

ch

Top Growth Areas

% of revenue by source

Best growingServices

What’ Driving Managed Services

We need to message these drivers/trends in layman termsfor each industry using their industry language, and in your blogs

What do you sell to whom

• Depends somewhat on client maturity

IMMATURE GETTING THERE MATURE

Sell Fixand RepairPromoteManage Service

Sell per categoryservice agreementsPer device/ user cost plus/ price match pricingPromote / Upsell Tier2 and Bundled Services

Tier 1Support

Tier 2Support

Sell bundle serviceservice agreementswith value pricing,performance SLAs etc

Tier 1 /2Support

Tier 3Supportwith SLAguarantees

Template For a Maturity Matrix

• Evaluate your customers against this…

• See which ones you may be able to convert…

• Need so how them why they’ll pay less, same or more and get better overall services.

• Best way to introduce this is when there’s a environmental change catalyst.

CML1 - Lowest CML2 CML3 CML4 - Highest

Desktops

All terminals are white box.

Some terminals are white

box.

Some terminals are over 3

years old

Company is standardizing on

set models

All terminals are name

brand.

All terminals are within 3

years old.

All Windows 7

OML3 + company has

standardized on set models.

PC’s are budgeted to be

replaced every 3 years.

All terminals running

Windows 7 or Thin Client

Desktops - Office

Limited Office Licensing

Compliancy

Various copies of Office

used. Some Compliance

Issues

All Desktops use the same

version of Office, all

Licensed

All Desktops use Office 2010

licensed under Open License

Agreement

Servers – Hardware Servers are whitebox or

outside of warranty

Servers are all Name Brand

and within Warranty

Servers are Dell & have

physical Redundancy

Servers are Dell & have

physical Redundancy

Servers - Software

N/A Servers running 2003 or

later

Servers running Windows

Server 2008 and above

All servers running Windows

Server 2008 R2

Exchange 2010

Switches

Various switches used

Daisy chaining of switches

Small hubs around office

Combination of brands exist

with small switches around

office

Standardised on brand

switches. No daisy chained

hubs

Standardised on Netgear

switches. All switches within

warranty

Create this for your marketand use it to profile existing

customers and new prospects

General MSP Performance Yardsticks

• What to be getting $100 per user per month

• Higher service level gets higher retention

• Therefore push for highest service level you can sell from the get go… and DELIVER

• CUSTOMER RETENTION is EVERYTHING

Customer / Support Portal

• Managed service offerings often provide user access to analytics via a Portal.

• Even if you don’t offer this, need the illusion of a portal login, to make it feel real.

• Easy to fake…until you need it.

• Also need a way for clients to report trouble tickets and get immediate response.

• Eventually implement real ticket system.

Service Level Response Time

• Each Service level needs tiered response

– 1hr response, 4 hr response, 24 hr …

– All (default) service pricing is priced with tier 1 service level. To keep list price at lowest point in range….over time, backfill support and upsell better service level.

– Establish tiered pricing from outset… this is a profit maximizer… if you upsell customers to next tier on renewal. Every call out is opportunity to validate “is this fast-enough response for you?” there’s a faster option… you could trial it for (x months – enough time for 3 or 4 incidents) for a (tiny irresistibly low, trial fee) then roll over to it as standard.

What are your differentiators

• You as a individual

• your company

• your services

• A lot can be done on the website to make the service offering and value more clear than others do, more social proof, more comfort/less risk perception… but at the end of the day you still have to convince them why they should use your small company instead of that small company or worse, that slightly bigger one.– The obvious default: “our service is more personal” – is pretty flimsy!!!

• This is the toughest part… for a small team, you simply cannot give them 24/7 * 4 hour response… but we need to find something to position you above everyone else that offers the same services.

Everything that follows is presented in terms of 90 / 180

Day Plan… However I don’t think you can afford this

accelerated timeline

Depending on your risk aversity and budget, this may need to spread

over a longer timeframeHence: For Q1 read 1H, Q2 Read 2H

90 DayAction Plan!

90 day goalsComplete looking website back online within 30 days

Google P1 rank for IT Managed Services [Local Cityname] OHMarketing automation and list building framework in place

Finger on pulse for Web and Funnel metrics

90 Day Marketing Priorities

• Focus is: Relaunch business as a bone-fide MSP– Improve credibility of website and sales tools– Implement tools and analytics needed on website– Define and implement product/service positioning – Implement effective SEO and get ranked– Get you back in the game and on digital map

• Put minimum pieces in place for Q2 lead gen– Implement infrastructure to execute lead-gen– Create minimum lead bait for Q2 campaigns– Develop minimum for first outbound campaign

FIRST 30 Days Get Website Online

• Get website back online properly configured– Strip away all the garbage– Configure analytics, plugins etc– Start building out minimum content for top level

service categories. Expand on this over time, as each service becomes better defined.

• Put minimum pieces in place for Q2 lead gen– Implement infrastructure to execute lead-gen– Create minimum lead bait for Q2 campaigns– Develop minimum for first outbound campaign

90 Day Expected Outcome

This is a non-empirical "first impressions" critique of your website and digital footprint.


90 Day Web Performance Goals

• Web Metrics for 1st month post 90 Day Plan

– Compared with benchmarks at start of project

Weekly Stats Benchmark Improvement

Bounce Rate % Down 20%

Visitors Up 10%

Page Views Up 15%

Avg Time on Site Up 25%

Referred Visitors % Up 5%

Organic Visitors % Up 30%

Social Media Relevance Up 10%

90 Day Funnel Performance Goals

• Funnel Metrics for 1st month post 90 Day Plan

– Compared with benchmarks at start of project

Weekly Stats Benchmark Improvement

Leads/mth Up 20%

Cost per lead Down 40%

Conversion rate Up 15%

Cost per customer (CPA) Down 60%

Partner leads Up 25%

Other enquiries Up 10%

Orders volume Up 25%

Average order value Up 10%

180 Day Action Plan!

180 Day Marketing Priorities

• Execute lead gen campaigns (~50% of effort here)

– Launch email, LinkedIn and retargeting campaigns

– Continue campaign development for nurturing

– Possible competitive PPC campaign

• Continue sales tools & content development

– Will need 5-6 more assets thru remainder of year

• Begin very low-level social media and backlinking

– Mostly driven around blogs, to increase domain authority.

• Blog topics: How to…, Did you know…, 10 tips…Security FUD, Horror stories

• Not heavy thought leadership, more in-the-field tips

• Based on recent real-world realities uncovered in the field

– Backlinking strategies including guest blogs

– Extent of SM is blog sharing, and follower building

• Beef up Social Proof with Testimonials

– Develop focused case studies, testimonials, survey tool

– For one or more of your target verticals

Expected Outcome after 180 Days

This is a non-empirical "first impressions" critique of your website and digital footprint.


Specific Activities and Deliverables

Branding and Message Development

Top Level Messaging: Elevator Pitch, Copy Blocks

Create classy powerpoint template

Customer sales presentation develop / refine

Style Guide and updated color palette

Stock photography

Website Update and Optimization

Update Avada theme, clean system, get back online

Research 3-5 new plugins, implement, configure, test

Implement GA, WM tools, Other analytics, verification

Select and configure marketing automation platform

Create list building popups, funnels using lead bait

Implement appointment self-scheduling (e.g. Acuity)

Create / edit 15-20 pages (some new some old)

Marketing Automation platform subscription

Search and Inbound Strategy

Keyword research and strategy aligned with target markets

Backlink research and acquisition thru various tactics

SEO on all new and existing pages to fit new strategy

Press and social media

Optimize linkedIn social profile

Create Twitter social profile

Twitter follower building campaign

Flesh out Google Accounts properties (e.g. G for

Light Social Media Pulse (Q2: 1 / week)

Monthly Blog on some aspect of Managed services

Editorial plan for press, blog, nurturing

Social media platform and tools subscriptions

Content and Sales Tools

Create how to… 10 steps… lead bait (3 items)

Write two case studies, one for each vertical

Service datasheets / flyers OR cop brochure

Create customer sat survey to aid testimonial acquisition

Media plan (ad buys) to match demand plan

Marketing and Media Plan

Demand forecast based on target market

Develop personas and key terms for target markets


Advertising / Outbound Marketing

Competitive vendor PPC campaign

Create email marketing multi-touch campaign

Linkedin and display AD campaign development

Drip email (nurturing) campaign development

Lead gen email marketing campaign execution

Landing pages and A/B testing

Retargeting Ads campaign execution

Ad fees (guestimate)

Reporting and knowledge transfer

Benchmark web traffic, and marketing funnel

Develop analytics reporting dashboard for reporting

Monthly website analytics, Bi-weekly campaign review

Initial knowledge transfer, web credentials etc

Interviews / Weekly Meetings / Miscellaneous






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Specific Activities and Deliverables






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Budget Estimate

• Over-budget for everything in 2 quarters!

– Obviously need front loaded a lot of work

• All doable in 12 mths, plan $25-30K budget

90 Days 180 Days

Branding and Message Development $850 $750

Website Update and Optimization $2,350 $1,400

Search and Inbound Strategy $750 $1,000

Press and social media $625 $1,475

Content and Sales Tools $375 $2,750

Marketing and Media Plan $250 $500

Advertising / Outbound Marketing $1,650 $3,575

Reporting and knowledge transfer $988 $613

TOTALS $7,838 $12,063 $19,900

How Will you Pay For That?

• ROI will come from:

• Organic enquiries from website from Q2

• Shorter sales cycle due to better tools

• Improved close rate, face to face

• Ability to command higher pricing

• Accounts with MRR going into 2018

Division of Responsibilities

Marketing Sales Service Support

Mark or someone else

KeithKeith +

Part Time PartnerKeith then Future desk bound guy

WebsiteQualifying

Leads

Fulfilling everything you sold to customer and making them happy

Fielding support calls

BrandingClosing new

Accounts

Selecting platforms and tools for optimizing

service deliveryProactive Support

ContentUpselling Fixed / Repair to MRR

Service Definion andpricing continuous

reevaluations

Back office net design, configuration

Lead GenContract

NogotiationsBackoffic H/W or

S/W support

Social / PRAsking for

Testimonials

Pricing Service Pricing

10-20 hrs/wk 5- 10 hrs/wk 40- 50 hrs/wk TBA

Next Steps NOW

Proposal review meeting

Discuss verticals, services, goals

Review budget and timing

Then One Final Step

Final Step is a Committed Plan

• A realistic plan you are prepared to fund!

90 Days 180 Days

Branding and Message Development $850 $750

Website Update and Optimization $2,350 $1,400

Search and Inbound Strategy $750 $1,000

Press and social media $625 $1,475

Content and Sales Tools $375 $2,750

Marketing and Media Plan $250 $500

Advertising / Outbound Marketing $1,650 $3,575

Reporting and knowledge transfer $988 $613

TOTALS $7,838 $12,063 $19,900

GET FROM THISBUDGET ESTIMATE






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AND TASK LIST






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A PRACTICAL, ACTIONABLEEXECUTION PLAN with TIMELINE

ActivityOCT OCT OCT OCT OCT Milestones OCT Due NOV NOV NOV NOV NOV Milestones NOV Due DEC DEC DEC DEC DEC Milestones DEC Due JAN JAN JAN JAN JAN Milestones JAN Due

Branding and message development

Value Proposition copy blocks (10, 25,50,100…) 1.5 975 0 0 0

Develop personas for readers and investors 1 650 0 0 0

Research paid and organic keyword target list 0.75 487.5 0 0 0

Buy Stock photography (estimate) 100 100 100 100

Website, plugins and analtyics

Webpage adds and copy mods - Home and 5 pages 0 0 1 1 1300 0.5 0.5 650

SEO review and tuning (XX web pages only NOT BLOGS) 0.5 0.5 0.5 975 0.5 325 0.5 0.5 650 0

GA Analytics and Tracking verification, Benchmarking 0 0 1 1 1300 0

Opt-in A/B test and solution to gather other data 0 0 1 1 1 1950 0

Setup and run competitive PPC campaign 0 0 0 1.5 0.5 1300

Landing pages for PPC and other campaigns 1.5 1 0.5 1950 0 0 0.5 0.5 650

Social media bootstrap and intgrate to writing process 0 0 0 0.5 0.5 650

Advertising costs / subscriptions / plugins 0 4000 0 0


Planning / Knowledge tranfser / interviews / meetings 0 1 0.1 0.1 0.1 845 0.1 0.1 0.1 0.1 260 0.1 0.1 130

0 2 3 2.75 $5,138 1.5 0.1 0.1 0.1 $5,270 1.1 2.6 2.6 2.1 $5,560 2.5 1.6 0.5 0.6 $3,480

ActivitySEP SEP SEP SEP OCT OCT OCT OCT NOV NOV NOV NOV DEC DEC DEC DEC JAN JAN JAN JAN FEB FEB FEB FEB

Branding and message developmentValue Proposition copy blocks (10, 25,50,100…)Develop personas for readers and investorsResearch paid and organic keyword target listBuy Stock photography (estimate)

Website, plugins and analtyicsWebpage adds and copy mods - Home and 5 pagesSEO review and tuning (XX web pages only NOT BLOGS)GA Analytics and Tracking verification, BenchmarkingOpt-in A/B test and solution to gather other dataSetup and run competitive PPC campaign Landing pages for PPC and other campaignsSocial media bootstrap and intgrate to writing processAdvertising costs / subscriptions / plugins

Reporting and knowledge transfer#REF!

Planning / Knowledge tranfser / interviews / meetings

Phase 1 Oct-Dec Phase 2 Jan-Mar

TO

Marketing Plan Conclusion

• Now you have a strategy

– How you’ll define, select and price your services

– The services you are going to lead with

– Which vertical markets you will target

– How your are going to reach that market• Primarily: Winning in SEO, Email, Linkedin, Backlinks

• Now you have a plan

– The timeline of what we will get done by when

• Now you have a budget

– Bottoms up tasks list provides some confidence it is costed right, and you have an actionable plan within your budget.

Marketing Consulting Proposal · 2019-02-06 · Backlinks mostly Directories •Local directories...

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Transcript of Marketing Consulting Proposal · 2019-02-06 · Backlinks mostly Directories •Local directories...