The Adventures of Lee The SME Owner - 24.
Chapter 24 - Putting The Plan Into Action
Now that Lee and John had mapped out a solid sales and marketing strategy, it was time to move from planning to execution. The excitement was palpable, but Lee knew that this next phase required careful coordination. It wasn’t just about throwing money or effort at the plan; it was about being smart with their approach and ensuring that every step moved them closer to their growth goals.
Step 1: The Website Revamp
The first item on the agenda was the website overhaul. The old site had served its purpose for years, but it was clear that if Lee’s business wanted to compete at the next level, it needed an online presence that reflected the company’s ambition.
Finding the Right Web Developer: Lee tasked Tracey, the Sales and Marketing Manager, with finding a reliable web development agency that could bring the new vision to life. They needed a partner who understood not just design but also SEO (search engine optimization) and customer experience. Handily, RegenerationHQ had the in-house expertise to deliver these outcomes.
Content and Messaging: While the web development team worked on the technical side, Tracey and Lee would collaborate on the content. They needed clear, engaging copy that spoke directly to their target customers. It would include detailed product descriptions, case studies showcasing how clients had benefited from their products, and a blog filled with valuable industry insights. They would be guided by the in-house RegenerationHQ expert.
Timeline:
6-8 weeks for the website revamp, with a launch date set for the end of the quarter.
Step 2: Content Marketing Kickoff
With the website underway, the focus shifted to the next part of the strategy: content marketing. Tracey, who had historically focused more on sales, now had a critical role to play in developing content that would engage both existing and potential customers.
Blog and Case Studies: Lee and Tracey worked together to outline a content calendar. Each month, they would publish two new blog posts—one focused on industry trends and one highlighting success stories from their clients. Case studies would showcase real-world applications of their products, offering proof of the company’s expertise and value.
Newsletter: They also decided to launch a quarterly newsletter that would keep clients informed about the company’s latest developments, new products, and industry tips. The goal was to stay top of mind with customers, creating more touchpoints throughout the year.
Video Content: Tracey would oversee the creation of short product demo videos to be hosted on the new website and shared via email and social media. These videos would give prospective customers a quick, visual explanation of the products and how they could solve specific problems.
Timeline:
Content creation to begin immediately, with the first blog post and case study ready by the time the website launched. The newsletter would launch at the same time.
Step 3: Targeted Marketing Campaigns
With the new products set to roll out, the next step was developing targeted marketing campaigns aimed at the most likely buyers. This involved:
Defining Key Segments: Lee and Tracey sat down to identify the specific industries and customer profiles that would benefit most from the new products. These segments were based on both current customers and potential clients they wanted to attract away from competitors.
Digital Advertising: Once the key customer segments were identified, Tracey worked with an external digital marketing firm to create targeted advertising campaigns. These would include pay-per-click ads, social media ads, and email marketing tailored to each segment’s specific needs.
Lead Generation: The ads and emails would direct interested customers to the revamped website, where they could sign up for a free consultation or product demo. The goal was to generate qualified leads that Tracey and the sales team could follow up with personally.
Timeline:
Digital marketing campaigns to begin shortly after the website launch, with an initial focus on the new product lines.
Step 4: Customer Engagement and Feedback
While the new sales and marketing efforts would target potential clients, Lee knew they couldn’t neglect their existing customer base. Building loyalty and strengthening relationships was just as important as expanding their reach.
Check-ins and Surveys: Tracey and the sales team would implement regular customer check-ins, making sure that their clients felt supported and valued. Additionally, they planned to send out surveys to gather feedback on how satisfied customers were with the products and services. This data would help them refine their approach and address any issues before they escalated.
Loyalty Program: To encourage repeat business and reward long-standing customers, Lee and Tracey also discussed the possibility of introducing a loyalty program. Clients who reached certain purchasing milestones would receive discounts or early access to new products.
Timeline:
Customer engagement efforts and surveys to begin immediately, with the loyalty program potentially launching in the following quarter.
Step 5: Review, Adjust, and Grow
As the months went on, John reminded Lee that this plan wasn’t a “set it and forget it” situation. It would require constant review, adjustment, and fine-tuning.
Quarterly Reviews: Every three months, Lee and John would sit down with Tracey to review the results of the campaigns. They would analyze the performance of the website, content marketing, and advertising efforts, adjusting where needed to optimize results.
Scaling the Effort: If the campaigns were successful, Lee and John had already discussed scaling up the budget for digital marketing and increasing the frequency of content production. The initial phase was about testing and learning, but if they saw significant growth, they were ready to double down on the efforts that worked best.
Timeline:
Quarterly reviews to take place throughout the year, with the first review scheduled for three months after the website relaunch.
The Road Ahead
The wheels were in motion, and the first steps of Lee’s sales and marketing transformation were underway. It felt like a new era for the company—a move from passive growth to an intentional, strategic push for more.
Lee was out of his comfort zone, but he felt invigorated by the challenge. For the first time, he wasn’t just maintaining the business—he was actively driving it forward with a clear strategy, modern tools, and a motivated team.
As John often reminded him, the best time to plant a tree was twenty years ago, but the second best time is now. And now, Lee was planting the seeds for a new phase of growth, preparing the company for its future with intention and purpose.