by Andrea Pirrotti, Co-Founder Business Center Marketing
Conversion is always on my mind, but even more so now that Sue and I are preparing to write the slides for our March 3rd Webinar on “Optimal Conversion”. It’s interesting. Many marketers craft marketing strategies to drive “leads” or “build brand” for example. We build plans that drive revenue. Here is a super high-level review of our approach.
So, first we take a look at the lead. There are leads that we’ll generate via a direct response outreach and leads that we’ll drive via relationship / brand building efforts.
For this post we’ll focus on the “low handing fruit” identifying and purchasing media where you’ll reach “people who are looking for office space and related services in our area and at our price point…. now”. Sounds easy – I know … It’s not. There are so many ways to go wrong here like not geo-targeting a keyword like “Office Space” in your Pay Per Click campaign for example.
To optimize the likelihood of conversion from “impression” to “inquiry”, make sure that you purchase the media efficiently so that your ad achieves optimal frequency. Use simple and familiar messaging like “Office Space Available. Flexible Terms”. Remember the key drivers for people looking for space in today’s marketplace: #1: Location, #2: reduce risk, #3: cash conservation. “Move in tomorrow”…not so much. Test a strong offer like “free trial”. Note: One month free… Not compelling. And the call to action should be to “CALL” with the website as a secondary source. Ensure your website has an inquiry form on each page with an offer.
Ensure every single person who answers your phone very clearly understands that there is a $20,000 (+/- depending on your deal value) on the other end of the line. Someone who is completely trained to convert that call to a tour must be available at all times. Do not ever let that prospect go into voicemail. If you do – he may abandon. He will certainly call the next business center operator on his list. And, if the prospect inquires on-line contact him IMMEDIATELY. If you let that lead go for more than 1 hour – then deem it dead.
Get your product right. Expand or reposition your product line to ensure that you have something to sell to every single person that walks through your door. Ensure your sales person is trained to identify and respond to the prospect’s needs and that your entire team is aware of the tour and on board to support the effort. Research the person and firm prior to them coming in for the tour. Give your receptionist a photo of the person (look on LinkedIn) so that he/she is greeted by name. Tour packets including (not limited to) questionnaires, corporate brochure, floor plans, and a personal note from the sales person should be ready at all times. Clients should be on hand and encouraged to be part of the experience to provide validation.
Your proposal shouldn’t just be numbers and terms. Use this as an opportunity to SELL. Go even further make your contract yet another opportunity to further validate the sale. Don’t leave the sales cycle to chance. Ensure you have communication to support each milestone in the cycle. If you don’t close the prospect within 40 days – try to revive him using a questionnaire format. Add him or her to your LinkedIn group, and continue to build a value-add relationship. Invite them in for a test drive. If the prospect is deemed dead, you can still revive him via a questionnaire outreach, through Social Media forums and by providing him with something FREE that will enhance his business and keep him sticky (we call this the “crack approach”. We actually stole it from someone that used it on us….and it works well).
Oh – there is so much more. Join us on March 3rd to find out.
