Marketing Proposalfor

Objectives

1) Take steps to maintain top level search ranking, for ever

2) Increase lead volume through inbound and outbound marketing

3) Streamline application process to better qualify, and close more

4) Nurture fall out, so you are top of mind for next opportunity

I agree, the opportunity is exploding,and the play for domination is now!

To succeed….

You don’t want to just inch ahead of the competition.

You want to leap miles in front, and create a distance so large that the barrier to catch up is too daunting for all

but the truly committed. And do so in a way that scales.

What this involves

1) Slick website with optimized application funnel(s)

2) AD campaigns in various channels incl: FB, PPC, E-zines

3) Email campaigns to existing businesses (ready to expand?)

4) Well written relevant content, SEO, Backlinks, Guest blogs

5) Obtaining social proof (Case studies, Video and Text testimonials)

6) Thriving social media channel, YouTube channel

7) Marketing automation / CRM infrastucture

Big Picture

PHASE 1 (Q1)Top level Messaging, Content and Funnel

Detailed marketing planMessage development

Website and funnel creationSEO and Start blog backlogStart retargeting right away

PHASE 2 (Q2)Outbound Lead-generation

Campaign Setup

Implement CRM/MA infrastructureCreate Ads and lead-gen campaigns

Execute initial lead-genMore content development

PHASE 3 (Q3/Q4)Lead-generation Execution

High volumeLead-gen Execution

Lead-nurturingDevelop social media

Continued content development

Before you read on

Are you REALLY serious about dominating this business long term? Or are you expecting short

term results from taking half-measures?

I’m not really interested in helping you if it is the latter. I just don’t do things in half-measures.

For me, its WIN or nothing. That said, I do things in stages, with clearly defined goals and

milestones, so you see incremental results.

Initial thoughts on how this plays out

3 Loan-typespecific pages

Home page sections and other pages (20-25 in total)

Value proposition and Loan-type get started buttons

REEBNB

Social proof and stats on number of business you’ve funded by bus type

Learn more about the laws in:state 1, state 2, state N

Learn more about running a successful business in:

bus type A, bus type B, bus type X

See slides 7 and 8

See slide 15

See slide 9

Footer: Social links, BBB type accreditations; sliding logos of your

successful customers

lots more pages and a blog

DO THIS FIRST(phase 1)

THEN ADD THIS

LATER ADD THIS

Applicant Funnel

New Business (NB)Startup Capital up to 150K

Existing Business (EB)Working capital up to $150K

Real Estate (RE)Purchase Financing up to $5 Million

ENTER SITE

generic retarget tag

NB retarget tag

NB MessageNB Social proof

NB Offer and rules

2-3 step NB form

CONTINUED ON NEXT SLIDE

EB retarget tag

EB MessageEB Social proof

EB Offer and rules

2-3 step EB form

RE retarget tag

RE MessageSocial proof

Offer and rules

3-4 step RE form

After Applicant Funnel

Record in CRM and Marketing Automation with classification

New Business (NB)Startup Capital up to 150K

Existing Business (EB)Working capital up to $150K

Real Estate (RE)Purchase Financing up to $5 Million

Define and implement manual processes and automation tools to synchronize application status with lead status based on steps taken toward loan fulfilment, so that fall-outs get put into relevant nurturing campaigns and successful loan applicants, get slated for other relevant news, updates and eventually solicitations to provide testimonials, case studies etc. at an appropriate stage.

This is complicated, so we start simple and develop over time

CRM:applicants

and customers

MA:leads and prospects

Drop user onto a unique loan-type / business type “thank you / what to expect next” pageand tag them with a specific retargeting tag, so you can retarget them with precision

Email them with Application Specific Autoresponder

Inbound Lead Gen: State specific, bus-type specific pages

• Why so many pages?

– Every page is a new opportunity for SEO

– And specificity oozes credibility that you are serious, you truly understand their business, and can really help them

• e.g. learn more about MJ laws in State A, B, C, D

• e.g. learn more about funding a dispensary, edibles,… business

– Page contents might include:

• Shopping list of what you need to get started

• Boilerplate business plan, runway to profit calculator

• Case studies and testimonials from customers in this business…

• Good videos about running such a business (YT playlist other people’s vidoes)

Inbound Lead Gen: Financing your MJ business Blog

• Dominant search rank is basically about two things– Qty of relevant content; others pointing to your content

• Most of your competitors clearly don’t understand this

• There is lots of a material already out there, copy it!– About: what you need to buy, new equipment, techniques

– About: getting a loan in first place, and how to mange business

– Rules and regulations, Industry trends etc…

• How: Ramp up a blog, then a cadence; more backlinks– Pay external writers to copy, rewrite – always with a financing spin

– Easy to manage and cheap – Yr1: 36 blogs backlog, 1 / mo thereafter

– Also search for directories, articles, forums, blogs to drive backlinks

FYI, I rank in the top

10% on UpWorkSEO test

Outbound Lead Re-Gen: Email Nurturing of fall out

• Marketing Automation campaigns

– Sending reminders and occasional news based on

• Loan type and business type they are in

• e.g. This quarter we funded 3 new Dispensaries, totaling $5.2M

• e.g. Latest blog relating to business type

• e.g. finance tips on money management, business management

• Purpose: be a top-of-mind resource, for next time

– Dropped out and never followed through (get them when ready)

– Didn’t qualify this time around (get them when they can qualify)

– Went with someone else (get them for the next round)

Outbound Lead Gen: Retargeting / PPC / Email / Social

• Generic and loan-type or bus type retargeting

• PPC campaigns targeting specific use cases

– Dispensary, grower, edibles etc.

– Precisely matched use case Landing Pages

– Use case specific retargeting tags

• Email campaigns and FB custom contacts

– Targeting owners of existing businesses

– Precisely matched use case Landing Pages

– Use case specific retargeting tags

• Social media ad campaigns

Retargeting Ad proof of concept

GET A LOANUP TO $150,000

TO STARTYOUR OWN

DISPENSARYGROW HOUSEEDIBLES BAKERY APPLY NOW

We’ve funded over 250 new MJ businesses since 2014

THESE WORDS ROTATING AS THE AD IS VIEWED

GENERIC AD

BUSINESS TYPE ADNOW IMAGINE HOW MUCH MORE COMPELLING THIS WOULD BE TO SAY A GROWER IF IT IS MUCH MORE SPECIFICWith the funnel described in slides 8 - 9 I could serve the first ad to anyone, or one like this to someone that applies (but rejected) e.g. after 2 months run ads to them. OR just looks at a page about loans for grow houses. (next day run days)

GET A LOANUP TO $150,000

TO STARTYOUR OWNGROW HOUSE APPLY NOW

We’ve funded 49 grow houses in GROWERS STATE since 2014

GROWERS STATE IN HERE

Picture of grow house

Geographic Targeting

• Different states have either a nascent, emerging or mature market

• This warrants different campaigns targeted at different states

In/Outbound: Blogs / Banner ads / Editorial

• MJ e-zine Sponsored Banners and Editorial

• Guest blogs and comments on forums

• How: Mark + Editorial calendar + MJ-Savvy blogger

Social Proof: Testimonials and Case Studies

• Nothing beats REAL PEOPLE saying

• “They did it for me, now my Ganja business is skyrocketing!”

• How: Deliberate campaign to follow up with previous clients

– Get 5 case studies, 5 video testimonials. 10 – 20 text soundbites

– Testimonial matrix - spread them across loan type and business type

Social Media: Ads and Groups

• Sponsored FB Ads and Posts

• Befriend MJ community

• Encourage likes on Web page

• Join as many groups as possible

• Comment on posts from “friends”

• How: Pay a Ganja savvy freelancer to own this

Measurement and Analytics

• See where your getting traction, understand why

– Double down on winning strategies, application type, use case

– Replicate success factors to boost success rate on low performers

• How: Tune, manage and monitor

– Google analytics, Webmaster tools, Search rank, Social metrics

– Calibrate with back-end data on applicants and loans issued

– Stay in touch with customers

Big Picture

PHASE 1 (Q1)Top level Messaging, Content and Funnel

Detailed marketing planMessage development

Website and funnel creationSEO and Start blog backlogStart retargeting right away

PHASE 2 (Q2)Outbound Lead-generation

Campaign Setup

Implement CRM/MA infrastructureCreate Ads and lead-gen campaigns

Execute initial lead-genMore content development

PHASE 3 (Q3/Q4)Lead-generation Execution

High volumeLead-gen Execution

Lead-nurturingDevelop social media

Continued content development

Caveats

• Existing marketing infrastructure

– I know nothing about your backend infrastructure and resources

– This proposal assumes you have nothing, only manual processes

• Firing on all cylinders approach

– This proposal assumes that you pursue multiple marketing tactics simultaneously – that involves a lot of planning and prep up front

– Depending on your budget, you may not be able to afford all viable options, or further analysis may prove some less viable than expected

• The alternative of doing everything sequentially has dangers

– It gives competitors with an eye on you time to catch up and overtake

Big Picture

PHASE 1 (Q1)Branding, MessagingContent and Funnel

$25-30K

90% My Services, 10% external

PHASE 2 (Q2)Outbound Lead-generation

Campaign Setup

$40-45K

70% My Services,30% external

PHASE 3 (Q3/Q4)Lead-generation Execution

$60-70K

30% my services, 30% external40% ad spend

Closing Remarks

I am always reluctant to throw ambitious plans over the wall, without guiding the reader through it step-by-step, so they understand the

details and task list, behind each bullet.

Naive clients look at the numbers and freak out. Then they think “I bet I cloud get this done for half the price.” They certainly could! But at what cost to their own productivity – Micromanaging projects, tweaking copy,

hiring experts – all in a field that is not their core-competence.

When you hire me, your role is limited to occasional decision making and strategic discussions about nuances of your businesses. I just get it done,

I do the heavy thinking and you remain 100% engaged in running your business. My reviews and testimonials support this point in abundance.

Finally, if I can conceive this plan (albeit very rough) in just a few hours, just imagine my ability to execute on it.