Here's How You Can Automatically Start Converting More of Your Website Visitors Into Paying Tenants...
Hi, it’s Jason Ayers and today we’re talking about how you can increase your conversion rate on your website by taking advantage of something called the buyer lifecycle. So let me ask you a question.
When somebody comes to your website and let’s say they submit their information via a contact form, how many times are you following up with them? A part that I recently talked to, so someone comes to their website and they fill out this contact form and what happens is they get one email and they get a phone call. And that’s a pretty poor drawing of a phone.
But they get one email and one phone call and if the person doesn’t end up reserving a space, that’s all that happens. So you might find it a little bit troubling to know that the average buyer needs five to twelve touches before they buy.
So here we have two touches. Each one of those would count as one touch. So if the average person needs five to 12 touches and this person only gets two, and
this is actually better than a lot of parks do, then is it any wonder that they’re not converting more people, more potential prospects into tenants?
And one of the reasons for this is because according to Gleenster, 50 percent of leads are not ready to buy or rent in this case now. So the whole key in this sentence is now. Right.
Fifty percent of them are not going to convert. Even if they look at your park, your resort, and they say, “Hey, this place is great, but I’m just not ready yet. I’m still in the research phase.”
So when we’re talking about the buyer lifecycle, what happens is someone realizes they have a problem or they have a desire and they get an awareness of that. And then they go and they start looking for options. doing research.
So they’re thinking, “Hey, this winter maybe we should get out of here and we should go to someplace warm in our RV.” Okay, well where could we go? And they start looking at the different options.
Now during this options phase they may come across your website and depending on how your website is set up, you may or may not capture their name and their email or get their phone number depending on what you’re doing.
Now a lot of the sites that I work on, one of our goals is to get their name and their email so that we can follow up with them and preferably their phone number as well. So then as time approaches, right, you notice like maybe you remember from school how we have more of a tendency to finally do the work and make the, do our studying or get our homework done right before the test.
So as their deadline approaches, then they narrow their options, and then they make a decision. So what happens if you’re spending, let’s say you’re spending money to get people to your website on pay-per-click marketing, and they come and they’re part of this 50 percent that are not ready to buy right now, they’re still somewhere in here, and they come to your site and then they leave, and you have no way to follow up with them.
Well, what happens to your money? Well, it was essentially spent in vain.
So what we wanna do is we wanna have a way to capture their information, at least from a decent percentage of the people that come and visit, and then we wanna follow up with them.
We want something called, just erase this to make a little more space. We want something called top of mind awareness. And we wanna get those five to 12 touches in so that they end up buying from you.
So we want top of mind awareness. And what that means is we want to be in front of them. Right. Throughout that process, throughout the buyer life cycle, we want to keep our message in front of them.
We want them to continue to see us. And there are really a couple of ways to do that. One of them is with something called marketing automation. And it’s one of the things that I specialize in. This is one of my areas of expertise.
It’s an area I really love because it is so powerful and can really convert a lot of people into customers or tenants.
And the reason for that is they come to your site and they fill out a form and we get to do things based on their behavior if we’re using good marketing automation.
We can say, hey, they visited the page for, let’s say that your resort has a golf course. We can say, hey, they visited that page for the golf course once or twice.
Let’s send a series of messages over time, series of emails that talk about the golf course. And then, and they have a call to action in them, a strong call to action to reserve a space.
So let’s say here that this person decides to reserve a space. Well, we take them out of this sequence of emails which happen automatically with good marketing automation, and they have made a reservation.
So we’re going to take them out of that and then we may move them into another sequence that’s a customer sequence.
So this is what allows us to touch them multiple times if they give us their contact information because we’ve designed something and put it on the website that will interest them, that will cause them to give you their name and email address.
But what if that doesn’t happen? What if they don’t give you their name and email address? What can we do there?
Well, we can do something called retargeting or remarketing. And this is where we put a small piece of code on your website. And when they visit your website, that small piece of code ends up in their browser like Chrome or Safari or Firefox or whatever browser they’re using on their computer.
And then we can use a platform like Google AdWords to advertise to them wherever they may go. So they can go to a website about fishing and there’s an ad for your park and then they go to a news website and there’s an ad for your park and those count as touches. We’re following them around the Internet staying in front of them until they’re ready to make a buying decision.
And the other great thing about marketing automation is that 35 to 50 percent of sales go to the vendor, in this case your park, that responds first. And that’s according to Gartner research.
So how can you make sure you respond first? What if it’s 2 a.m.? What if it’s 3 a.m. and they’re up late and they’re finding out about different parks and they come to your park and they put something into a form?
Well, if you’re using marketing automation, they can get an email within 30 seconds. Whereas your competition has to wake up, go into the office, open up their email program, see what emails have come in, find time in the day to respond to them.
Maybe they forget, right?
They get a phone call or they get an invitation to lunch or something and they just forget that email and then they lose the revenue. So that is probably why most companies that implement marketing and automation and implement it well see a 10 percent increase in revenue over six to nine months. And that’s also according to Gartner research.
So you know if you can get a 10 percent bump in your revenue by automating how you’re touching people and making sure that you’re staying in front of them, you’re maintaining that top of mind awareness, then that really gives you a big advantage over your competition until they put something similar in place.
So that’s a little bit about the buyer life cycle and this can really help you increase conversions because they may be going through that research phase and they may have moved on to where they’re looking at other parks, but because you have their contact information or because you were remarketing or retargeting, you can stay in front of them as they go around the internet and you get those five to 12 touches, which makes it a lot more likely that they’re going to rent from you.
So I trust you found this video useful.
I hope you enjoyed it as much as I enjoyed making it for you.
If you have a park with 100 spaces or more and you’re interested in finding out if I can help you implement these things, then click the button below or to the side of this video to find out more.