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A Comprehensive Guide to Crafting Your Professional-Service Marketing Plan

Whether you are a consultant, real estate broker, Accounting firm, Law firm, or IT service provider you need to set your lead generation system in place as fast as you can to survive today's competitive ecosystem.

Creating a professional service provider marketing plan is essential for any business aiming to thrive in its market.

Here is our proven plan we managed to generate hundreds of leads for our clients during the last 5 years with this exact system. We will walk you through the steps and strategies to build an effective marketing plan tailored to local success.

1. FUNDAMENTALS:

1.1 Market Research

Understanding your local market and identifying your target audience are the foundational steps.

  • Social Listening:
    Scout social media groups and competition reviews to understand your target audience's goals and pain points
  • Conduct Surveys and Focus Groups:
    Gather direct insights from your potential customers to understand their needs and preferences.
  • Analyze Local Competitors (Benchmarking):
    Identify what your competitors are doing well and where they are lacking. This can help you find opportunities to differentiate your business. This will be your benchmarking for what you've to offer.
  • Utilize Tools like Google Trends and Local Market Reports:
    These tools can provide valuable data on local search trends and market conditions

Deliverables of this Stage:

  1. A list of at least 3 ideal potential customers, sorted by how frequently they buy and the size of their orders/deals.
    Each will have a list of their goals, pain points, and their buying behavior.
  2. A list of competitor's offers that had done well in the previous period.
  3. A list of competitor's content that had done well in the previous period.
  4. A keyword plan for highly searched related topics, and how they relatively compare to each other.

1.2 Define Your Unique Selling Proposition (USP)

Clearly defining what sets your business apart from competitors is crucial.

  • Make it About Them:
    A good USP is always Customer-Oriented, make sure to serve something your customers want and your competitors are not there yet to get the right edge that will fuel your business to success.
  • Communicate Your USP:
    Ensure that your USP is consistently communicated across all marketing materials and platforms.

Examples of Highly Successful USPs: 

  1. Airbnb — “Belong Anywhere”

  2. Uber — “Everyone’s Private Driver”

  3. Slack — “Where Work Happens”

  4. Tesla — “Zero Emissions. Zero Compromises.”

  5. WeWork — “Make a Life, Not Just a Living”

  6. Spotify — “Music for Everyone”

  7. Zoom — “Video Communications. Empowering People to Accomplish More.”

  8. Blue Apron — “A Better Way to Cook”

  9. Stripe — “The New Standard in Online Payments”

Deliverables of this Stage:

  1. A clear positioning statement which will clarify your Unique Selling Point (USP) to your potential clients.

1.3 Refine/Craft Your Offers

Regularly refine your offerings to meet customer needs and stay competitive.

  • Customer Feedback:
    Continuously gather and analyze customer feedback to understand their evolving needs and preferences.
  • Focus on the Value:
    Don't let them assume what value they will get, Show them the transformation that will happen in their life if they acquired your product/service.
  • People won't hear you unless they trust you:
    It doesn't matter if you think your product/service is pure gold, people won't move an inch unless they trust/suspect what you've said is true.
  • Tangible & Measurable works:
    If you can't promise a measurable result you are not good enough for them.
  • Minimize the Effort & Time from their side:
    People will always choose convenience and instant gratitude over anything else. ensure that you make it easy to work with you and use your product/service.
  • Innovate and Adapt:
    Introduce new products or services based on customer demand and market trends.

Deliverables of this Stage:

  1. A clear offer statement for each product/service you have that highlights the outcome/transformation they will get, minimizing any risk, effort & time on their part.

Want to escape the hustle?

Contact us right now and ask for our build for you marketing systems

2. SET A SMART OBJECTIVES

2.1 Sales Objectives

Growth is about grabbing attention and the only way to do that is to "Want more sales, Shake more hands"

  • Check Your Current Sales Conversion Rates (Cold Outreach):
    From historical data or industry insights,  determine how many deals you get from 100 potential clients (Lead)
  • Calculate The Number of Leads You Need to Hit Your Sales Target:
    Determine how many sales you need do to get the sales target, then divide them by the conversion rate to get the number of leads required to hit that target.
    [ie. 500k / 10k(unit price) = 50 units, 50/0.02 (conversion rate) = 2500 Lead]

2.2 Market Exposure Objectives

Growth is about grabbing attention and the only way to do that is to "Want more sales, Shake more hands"

  • Traffic/Reach:
    Set a number to reach each month to be able to get the sales you need and match your competitor's growth.
  • Building Trust (Page Likes/Followers):
    People consider high engagement pages/content as highly trusted than 3-digit pages
    [ie. they will trust a 100,000-follower page a lot more than a 500-follower page]
    this means you should always aim to be higher than your direct competition.

Deliverables of this Stage:

  1. Clear Sales & Marketing Objectives with time-bound duration and tangible and measurable numbers to track.

Want to escape the hustle?

Contact us right now and ask for our build for you marketing systems

3. TACTICS & MECHANISMS

3.1 Utilizing Content Marketing

Regularly refine your offerings to meet customer needs and stay competitive.

  • Choose the Right Platforms:
    Identify where your target audience is most active and focus your efforts there.
  • Engage Regularly:
    Post regularly, engage with followers, and respond to comments and messages promptly.
  • Use different types of content:
    Make sure NOT to bore them with the same kind of content topics and formats all the time.
  • Customer Reviews and Testimonials:
    Collect and showcase positive customer reviews and testimonials to build trust.

Deliverables of this Stage:

  1. A Calender filled with content topics to be produced and published accordingly.
  2. A list of the platforms to use
  3. A Selection list of what to be posted for your target audience based on their preferences and habbits.

3.2 Boosting Visibility with SEO Strategies

Using these strategies will give you an edge over other businesses when someone near you searches for your services

  • Google My Business:
    Create and optimize your Google My Business profile to improve local search visibility (Google Maps).
  • Service-Related Keywords:
    Incorporate keywords in your website content to attract searches.
  • Mobile-Friendly Website (Optional):
    Ensure your website is mobile-friendly and optimized for SEO.

Deliverables of this Stage:

  1. A service-related Keyword List
  2. A List of high authority websites that we can backlink with to promote our business.

3.3 Authority & Trust

Providing a service is hard to sell since it's by default intangible and in most cases hard to measure.
This means that the only way you will sell to someone is that he will trust that you are worth trying at least.

  • Authority:
    Your potential clients must know that you know how to perform what you will be assigned.
    Do it by giving free valuable advice to clients and peers through your channels.
  • Trust:
    They need to know that you will have their interest as a priority. people competent is not enough.
    They need someone who will want to help them.
  • People buy your efficiency and competency:
    Your brand must have the face of someone who is trustworthy and has enough knowledge to talk about their problems and how to solve them. It's Crucial to give at least 4 hours a week doing video content for your brand nowadays
    Failing to do so, will hurt your lead generation potential and increase the cost of acquiring a customer big time.

Deliverables of this Stage:

  1. A list of topics that relate to your ideal customer (preferably his biggest 10 issues) and how to solve them

3.4 Accelerate The Results With Paid Ads

Boost your marketing efforts with targeted paid advertising to accelerate the results to the satisfactory level.

  • Google Ads:
    Use Google Ads to target customers who are searching for your services.
  • Social Media Ads:
    Utilize Facebook, Instagram, and other social media platforms to run localized ad campaigns.
  • Local Media:
    Advertise on local websites, newspapers, and radio stations for broader community reach.
  • Video Sales Letter (A MUST):
    Lead generation won't get you any reasonable Cost-per-Result (CPR)  without a great video where you explain your service clearly and show you proven results, and how you did it in simple words.

Deliverables of this Stage:

  1. A Calendar with a list of VSLs to run.
  2. Media Plan with an estimated budget to spend (at least 50% of your budget should go into Paid ads).
    Find out how you should calculate your budget via our Marketing Budget Calculator.

3.5 Partnerships Are Crucial For Your Success

Hands down the highest leverage tactic for your success in today's market is partnerships

  • Strategic Partnerships:
    A company or an individual that serves the same ideal customer as you. his service must complete your service to provide the client with a more integrated service
    (ie. An HR service provider can partner with a corporate lawyer to provide service regarding solving legal employee issues)
  • Traffic Partnerships:
    A company or individual that services the same ideal customer as you.
    he can promote your service either for a commission or in-return of you doing the same for him.
    (ie. An HR service provider can promote his lawyer friend to his clients and vice versa)

Deliverables of this Stage:

  1. A list of potential strateic/traffic partnerships you can do business with.

3.6 Engage with the Community

Build relationships within the local community to increase brand loyalty.

  • Webinar Events:
    Host a regular webinar to increase visibility and show community support.
  • Get Social With Certain Groups:
    Get active by commenting and replying to groups that share the same interest as what you do.
  • Customer Reviews and Testimonials:
    Collect and showcase positive customer reviews and testimonials to build trust.

Deliverables of this Stage:

  1. Make a list of webinars your client might have an interest to join.

Want to escape the hustle?

Contact us right now and ask for our build for you marketing systems

4. OPTIMIZATION

4.1 Follow ups

Keep track of your marketing performance and make data-driven decisions.

  • Use Analytics Tools: Employ tools like Google Analytics and social media insights to monitor key performance metrics.
  • Track KPIs: Focus on key performance indicators such as website traffic, conversion rates, social media engagement, and sales.
  • Regular Reports: Generate regular reports to analyze performance and identify trends.

Deliverables of this Stage:

  1. A Track sheet/software to use on a regular basis.

4.2 Always Have a Plan (B) - Risk Assessment

Be prepared for potential challenges and have contingency plans in place.

  • Identify Potential Risks: Recognize possible obstacles such as market changes, economic downturns, and competitive pressures.
  • Develop Contingency Plans: Create backup strategies for key areas of your marketing plan.
  • Monitor and Adapt: Continuously monitor market conditions and adjust your strategies as needed.

Deliverables of this Stage:

  1. A Risk Register sheet with all potential risks, how to mitigate them properly, and who's responsible for each action.

Want to escape the hustle?

Contact us right now and ask for our build for you marketing systems

FAQ

Frequent Asked Questions

1What is a Professional Services marketing plan?
A Professional Services marketing plan is a strategic roadmap designed to help service providers, consultants, brokers, or any business that rely on giving a service as a commdity to promote its services to their target audience. It involves market research, defining a unique selling proposition, optimizing online presence, leveraging social media, engaging with the community, utilizing strategic and traffic partnerships, and monitoring performance to acheive sucess.
2Why is market research important for Service Providers?
Market research helps Service-Providers understand their target audience, identify customer needs, and analyze competitors. This information is crucial for making informed decisions and developing effective marketing strategies.
3How can I optimize my online presence for my target audience?
To optimize your online presence, create and optimize your Google My Business profile, ensure your website is mobile-friendly and optimized for SEO, and incorporate service-related keywords into your content.
4What are some effective social media strategies for Service Providers?
Effective social media strategies include choosing the right platforms where your target audience is active, engaging regularly with followers, and running localized ad campaigns to reach potential customers.
5How can I engage with my community?
Engage with your community by sponsoring webinar events, collaborating with other businesses, and collecting and showcasing positive customer reviews and testimonials.
6What partnership tactic can still be effective for Service Providers?
Strategic and traffic partners can accelerate your growth by leveraging others to reach more potential clients with a trusted third party.
7How can I accelerate my marketing results with paid ads?
You can accelerate your marketing results by using Google Ads to target customers who are in buying-mode, running social media ads on platforms like Facebook and Instagram, to educate your potential clients about your service and why it's important.
8Why is it important to monitor marketing metrics?
Monitoring marketing metrics allows you to track performance, make data-driven decisions, and adjust your strategies based on real-time insights.

SUMMARY

A well-rounded Professional Service marketing plan incorporates both digital and partnership strategies, emphasizing continuous learning and adaptation. By leveraging these tools and strategies, your business can create a strong marketing presence that drives growth and success.

For further insights and detailed guides, explore the resources linked throughout this blog. Implementing these strategies can help clients thrive in the market.

By following these steps and utilizing the available resources, your local business can create an effective marketing plan that drives engagement, builds brand loyalty, and achieves sustained growth.