3 Step Marketing System for Startups

Hi everyone! I wanted to share a marketing handbook that we created as part of SaaS product studio that I run with a friend of mine. We've previously used the system to scale and sell our first company and now we use it to support our clients with their marketing efforts. We've called the system the 3C's Captivate, Capture, Convert with a bonus stage at the end of Continue (admittedly, the name could use some work, but hey, we're sticking with the C's theme). I hope you find it useful!

PS. Definitely not taking full credit for the originality of the content here as the system mixes a lot of ideas from books such as "The One-Page Marketing Plan" and "Traction". It's just a nicely structured guide that should be easy to follow and execute. I have also tried to add real-life examples (using a fitness app as a case study) to make it less fluffy and more actionable.

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Phase 0: Prerequisites

Before you begin implementing this system to acquire customers, it’s important to first identify who your target market is, and craft a clear message. These initial steps will ensure we minimise wasted marketing effort/capital, and maximise our potential return.

Step 1: Select your Target Market
The aim here is to clearly define who your target market is (try to focus down on one niche at a time, and be as specific as possible). Create a persona for your target market using the following criteria:

• Who they are (demographics)

• What they do (job, skills, credentials)

• The things they’re interested in

• The things they experience (problems, pains, daily routine)

Step 2: Crafting your Message
Your message across most traction channels will be similar, as you’re looking to resonate with your target market, whilst also demonstrating the value proposition, and USP you offer them. Your message should have one clear objective, and remain as simple as possible (clarity over cleverness). It can help to craft your message in the following format:

• Who they are (demographics)

• What they do (job, skills, credentials)

• The things they’re interested in

• The things they experience (problems, pains, daily routine)

Real-life Examples:
Target Market - Define your target market as health-conscious individuals, specifically busy professionals aged 30-45 who struggle to find time for exercise due to their demanding work schedules. They are interested in staying fit and maintaining a healthy lifestyle.

Message - Craft a message that resonates with this target market, such as "Get in shape on your own terms. Our fitness app offers quick and effective workouts designed for busy professionals like you. Achieve your fitness goals anytime, anywhere."

Phase 1: Captivate

The aim of this phase is to reach out to your target market using your chosen traction channel, and to captivate them with your message, hopefully eliciting a response (usually in the form of them taking action and directing them to your website).

Step 3: Traction Channels
With your target market in mind, and a clear message, we can now look at the traction channels suitable for your business. For new businesses, focusing on a paid advertising channels such as SEM or Social Ads is often the best option, as we can clearly measure our ROI, and therefore our marketing success. For more established business, a longer play traction channel may be more suitable. With each channel, we recommend you either skill up to a good standard, or pay professionals to support you. Lastly, try to focus on 2-3 at a time, that way you can compare results.

Real-life Examples:

• Paid Advertising - Social Media Ads: Create targeted advertisements on platforms like Facebook or Instagram, focusing on users who have shown an interest in fitness, wellness, or related topics. Craft compelling ad copy and visuals that highlight the unique features and benefits of your fitness app. Use clear call-to-actions (CTAs) such as "Get Started" or "Download Now" to encourage users to take action and visit your website.

• Search Engine Marketing (SEM): Set up a paid search campaign on search engines like Google. Bid on relevant keywords such as "fitness app," "workout plans," or "nutrition guidance." Develop engaging ad text that highlights the value proposition of your app, such as personalized workouts and expert nutrition advice. Direct users who click on your ads to a dedicated landing page on your website, where they can learn more about your app and sign up.

• Influencer Partnerships: Collaborate with fitness influencers or micro-influencers who have a strong presence on social media platforms. Identify influencers whose target audience aligns with your target market and reach out to them for partnerships. This can involve sponsored posts, product reviews, or influencer-led challenges that promote your fitness app. By leveraging the influencer's credibility and reach, you can capture the attention of their followers and direct them to your website.

Phase 2: Capture

The aim of this phase is to capture the details of the people you have captivated with your traction channels, thereby adding them to your CRM. The reason we do this is because not everyone that lands on your website will be ready to buy, in-fact 99% won’t be in a position to buy, but they might be in the future, and so by capturing their information we can keep in touch with them so that when they are ready, we’re positioned to utilise that opportunity.
Essentially, without a way to capture visitors you massively waste marketing capital/time, which is usually referred to as having a leak. With a way to capture potential customers, you minimise leakage in your system.

Step 4: Setting up Lead Magnets
Most often the way to capture the information of a potential customer is to provide them with value in return of an email address, a follow on social media, a mobile number, or any other form of contact information. This means it's important for you website to include at least 1, but ideally multiple lead magnets across your website to capture a visitors information as they explore.

Real-life Example:
As a fitness app, you can offer valuable resources related to health and fitness, such as a free e-book on healthy meal plans, a workout guide, or a personalized fitness assessment. Visitors can access these resources by providing their email address or signing up for your newsletter. Place lead magnets strategically throughout your website, including landing pages, blog posts, and the homepage, to capture visitor information as they explore and engage with your content.

Phase 3: Convert

The aim of this phase is to nurture the leads you capture overtime by providing them with consistent value, that way, when they are ready to buy, your company and product are top of mind.

Step 5: Nurturing Systems
To do this, it’s all about systems. Once you capture leads, you need a system in place that consistently provides value to the people in your CRM (this is where your leads tend to be stored). Ideally, you want regular touch points with your leads, whether that’s through them using the free version of your product, or whether it’s you sending them valuable content/services on a regular basis. By regular, aim for a minimum of monthly interactions, but no more than weekly (unless it’s social media posts).

Real-life Examples:

• Offer a Free Trial: Provide a limited-time free trial of your fitness app to your captured leads. This allows them to experience the benefits and features firsthand, creating a sense of value and familiarity with your product.

• Send Regular Newsletters: Set up a monthly newsletter that includes helpful fitness tips, success stories from other app users, new feature updates, and exclusive offers. This regular communication keeps your app top of mind and provides ongoing value to your leads.

• Provide Personalized Recommendations: Leverage the data you've gathered from your leads to offer personalized workout and nutrition recommendations. Send tailored emails with workout plans based on their fitness goals or provide meal suggestions based on their dietary preferences. This personalized approach demonstrates your app's value and helps users stay engaged.

Phase 4: Continue (Bonus Phase)

In this bonus phase we’ll discuss some of the extra things you can do to maximise your return on investment. As although you might think as soon as you make the sale the process is over, in fact, the most opportunity/upside is in the post sale cycle.

Step 6: Deliver a World-Class Experience
You’ve worked hard to captivate, capture, and convert prospects, now is not the time to take your foot off the gas. To truly maximise your return, deliver a world-class experience, whether that’s through the service you offer, or the product you sell.
Learn from previous customers and refine your offering, how you deliver it, how your customers interact with it, and use this to improve the experience for them. Additionally, refine your systems in the previous phases, making them both scaleable and more valuable to the prospect.

Step 7: Increase Customer-Lifetime Value
Explore ways you can get more out of existing customers, such as:

• Raising prices

• Upselling

• Upgrading customers to higher priced offerings

• Increasing customer frequency of purchase

Real-life Examples:

• Upsell and Cross-Sell: Identify opportunities to upsell or cross-sell additional products or services to your existing customers. For example, offer premium features or add-ons within your fitness app that provide enhanced functionality or personalized training programs at an additional cost. Cross-promote related fitness products, such as workout equipment or nutritional supplements, to expand your revenue streams.

• Loyalty Programs: Implement a loyalty program to incentivize customer retention and encourage repeat purchases. Reward loyal customers with exclusive discounts, early access to new features, or VIP access to special events. By fostering a sense of appreciation and providing additional benefits, you can increase customer loyalty and their willingness to continue using your fitness app.

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Hope this summary was helpful. If interested, you can also read the full guide here: https://simplesuite.co/resources/marketing-handbook