My heart is with small businesses, but my wallet can’t take the load. In an effort to set forth a fair plan that will enable little guys to get full-service support, I’m devising a system.
Here’s what I’m thinking: Commitments are for one year, but the Level can change every quarter. There are 3 tiers: $45/month, $125/month, and $295/month. They get 12, 36, and 96 points per year respectively (1, 3, and 8 points per month).
Questions: Does this sound feasible? Are my prices too low? Where are the confusion points?
Here’s where I’m at in my figuring on points:
One point services
I host and manage your website monthly – includes updates, security monitoring, uptime monitoring, backend work to keep load time down, and other maintenance tasks ($395/year value).
I prepare and send one email to your list, monitor results, and clean up afterwards ($150 value).
I post five times on social media for you ($150 value).
I provide direct support or training via phone, computer, or in person for one hour ($125 value).
I work one hour on other necessary tasks for you ($125 value).
I provide Photoshop services for up to five photos ($125 value).
I post a unique and relative article on your website. Helps with SEO and getting found for keywords ($125 value).
I perform maintenance on your email list ($125 value).
Three point services
I prepare an ad for you, post it, and monitor results ($250 value).
I post an anchor article on your website ($295 value).
I help you get mentioned on another website ($250 value).
Seven point services
I film and edit a video for you ($500 value).
I perform an SEO audit of your website and help you prepare an SEO strategy ($500 value).
I perform an competitive audit of your website and help you prepare an SEO strategy ($500 value).
I perform a social media audit of your website and help you prepare an SEO strategy ($500 value).
I set up a social media presence for you and make the first few posts ($500 value).
I set up your email system and send the first mail ($500 value).
Twelve point services
I help you set up a digital marketing strategy for your business – includes the SEO and competitive audits. ($995 value).
I set up a WordPress website for you. Includes a StudioPress theme, basic pages, and basic SEO settings. ($1250 value).
Kind-of like the idea but think it’s too confusing. I know this isn’t a sales letter but it took me a couple of times to figure out what was being offered.
Keep in mind it’s usually a lot easier to sell a “want” rather than a “need” – next to no-one needs a Big Mac or a Nandos but lots of people want them.
Personally (although I could easily be wrong) I think most of the points are needs.
This isn’t meant as criticism, it just needs to be answered on a “what’s in it for me” basis in the handful of seconds the average small business owner will initially spend on the sales page.
Some of the pricing I’d say is too low e.g. get mentioned on another website – that kind of outreach is time consuming unless it’s just on a Web 2.0 property that you’ve created (in which case why would I want it because it probably won’t be worth much unless you promote that as well)
Some are too high without a lot of proof in the copy e.g. hosting – as a small business I’ve probably got hosting via my website designer at substantially less than $45/month and I probably either update WordPress myself or (more likely) let things just happen if they decide to happen; $45 upwards for an article when I can get them on Fiverr (always assuming you want to write yet another article on lawn mowing or whatever). And what’s the difference between the 1 point article and the 3 point one that makes the 3 point one worth triple the price?
Put yourself in the shoes of your target small business. Time pressed, maybe cash pressed, hassled by cold phone calls and emails promising the earth. What do they want? Probably more cash in the till. How can you deliver that? What will you charge, spelled out in terms a 10 year old could grasp? What guarantees are there that they’re not just wasting their cash again? What makes you different?