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Important Avada THEME out of date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/
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.
SEO
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
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
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.
Intended as a discussion entry point, to frame the action plan, and expected outcome.
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.
Intended as a discussion entry point, to frame the action plan, and expected outcome.
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
Media plan (ad buys) to match demand plan
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
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
Media plan (ad buys) to match demand plan
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
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
Media plan (ad buys) to match demand plan
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
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
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
Media plan (ad buys) to match demand plan
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
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
Media plan (ad buys) to match demand plan
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
AND TASK LIST
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
Media plan (ad buys) to match demand plan
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
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
Reporting and knowledge transfer
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.
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