Thread by @itsjustamar

We're about to have our start of the year 2021 marketing meeting @ZenMaid to cover how to go from $90k to $150k (MRR) this year

I'm going to live tweet as a way of note taking

👇

Context:

Our marketing team has myself and 4 others:

@FranCresswell who manages the team/takes the lead on new initiatives
Heather, who manages what's working
@sarah_aboulhosn our writer
@orven_toaster our video editor

+ our paid ads agency (run by @BuntySomRoy)

Focuses for 2021:

Paid ads funnel
Content (mainly repurposing)
Virtual summit (year 3)
Free plan promotion
Partners/industry influencers

Probably forgetting a few more that'll come up here shortly

#MarketingTwitter

The top priority for 2021 is putting together a funnel that helps us cover our ad cost instantly

I've tweeted about this before but the combo we're looking to nail is

Lead magnet -> Tripwire -> Money Maker -> Software (eventually)

Lead magnets

Currently we run ads to (and promote organically)

zenmaid.com/47keywords
zenmaid.com/5tools
zenmaid.com/4ads

We need more lead magnets focused on the hiring aspect of running a maid service (rather than marketing like these)

Ironically we have lead magnets focused on the marketing aspect but no marketing related tripwire

We have a book on marketing in the works that will likely sell for $19 which will be our 'money maker' on that funnel

Decision made: playing to our team's strengths our first experiment will be to sell a small package of Canva templates to help maid service owners market better

This will fit in as the tripwire ($1-10) after the lead magnets and before we push the marketing book

Another to do for our team: spend time breaking down the funnels of others in the industry

Not other software (our marketing is already way better) but other industry influencers who sell info products and are marketers first (quite a few coaches have ClickFunnels set up)

On content repurposing:

we'll be reviewing our 200+ blog articles to see if any might work better as a free download or even as a paid tripwire product

We wrote a great article listing every business directory maid services should be on - could be great for sale instead

Process for testing new assets:

Meeting to pick asset
Heather writes copy to fit templates
Fran builds lead page with copy
Amar review

Once approved, send to Chris to set up tracking

Final step: send to paid ad agency to take live

Priority #1 - Get the marketing book we've already outlined finalized (the outline) so we can get it to our book writer

Priority #2 - Add a lead magnet focused on hiring to complete the hiring lifecycle funnel we already have mostly complete

Priority #3 - A marketing tripwire

These are our priorities around the paid marketing funnel

Additionally we'll be starting the year:

* Promoting our new free plan via our industry partners (me jumping on podcasts, Facebook Lives, etc)

* Laying the ground work for this year's MaidSummit.com

Two other strategic notes:

In addition to adding and promoting a freemium plan we'll also be adding a premium plan at a slightly higher price point

We're also strongly considering switching to quarterly pricing on the software to improve our time to payback ratio

Random: We may hire others to try to solve the paid product funnel - as a kind of a/b test

And finally, as if all this weren't enough, I'll be starting webinars for our audience and new email list subscribers in an effort to convert more folks more quickly into paying customers

A note on reaching out to our industry partners & influencers:

We'll be approaching them about:

* listing their own paid products on our directory (zenmaid.com/courses)
* promoting the free plan
* speaking on the maid summit
* sponsoring our newsletter, blog, etc