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@AppFolio #AppFolioChat | @WatchItSprout WatchYourBusinessSprout.com GET READY FOR YOUR MIND TO BE BLOWN CONVERSION MARKETING RIGHT INFO + RIGHT TIME + RIGHT PLACE CREATE THE QUICKEST PATH TO CONVERSION GET THE SALE

Conversion Marketing Strategy

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Page 1: Conversion Marketing Strategy

@AppFolio #AppFolioChat | @WatchItSprout WatchYourBusinessSprout.com

GET READY FOR YOUR MIND TO BE BLOWN

CONVERSION

MARKETING

R I G H T I N F O + R I G H T T I M E + R I G H T P L A C E

CREATE THE QUICKEST PATH TO CONVERSION

GET THE SALE

Page 2: Conversion Marketing Strategy

Join Us Online - #AppFolioChat

facebook.com/AppFolio facebook.com/sprouting

Follow Us @AppFolio @WatchItSprout

Follow Us – AppFolio

2015 © AppFolio, Inc.. @AppFolio #AppFolioChat | @WatchItSprout WatchYourBusinessSprout.com

Page 3: Conversion Marketing Strategy

AppFolio

… So You Run A More Successful Business

Complete Solution Includes:Web-Based Property Management Software

• Property management and accounting • Online rent collection (free) • Prospect/guest card tracking • Vacancy Marketing • Websites • Online applications & leases • Resident screening • Mobile inspections

2015 © AppFolio, Inc.. @AppFolio #AppFolioChat | @WatchItSprout WatchYourBusinessSprout.com

Page 4: Conversion Marketing Strategy

‹#›

Inman News Real estate professionals around the world turn to us for timely information about the business: •  Award-winning national and local industry journalism •  Cutting edge technology coverage •  In-depth education opportunities •  Forward-thinking events •  The latest research in real estate

… Inman is the industry’s leading source of real estate information.

2015 © AppFolio, Inc.. @AppFolio #AppFolioChat | @WatchItSprout WatchYourBusinessSprout.com

Page 5: Conversion Marketing Strategy

‹#›2015 © AppFolio, Inc.. @AppFolio #AppFolioChat | @WatchItSprout WatchYourBusinessSprout.com

REBECCA ROSS

Page 6: Conversion Marketing Strategy

‹#›2015 © AppFolio, Inc.. @AppFolio #AppFolioChat | @WatchItSprout WatchYourBusinessSprout.com

GET TO KNOW REBECCA ROSS

Page 7: Conversion Marketing Strategy

MY COMFORT ZONE…WEBSITE DEVELOPMENT SOCIAL MEDIA MOBILE APPLICATION DEVELOPMENT

ONLINE ADVERTISING

SEO & SEM EMAIL MARKETING

Page 8: Conversion Marketing Strategy

‹#›2015 © AppFolio, Inc.. @AppFolio #AppFolioChat | @WatchItSprout WatchYourBusinessSprout.com

AMY KOSNIKOWSKI

DILISIO

Page 9: Conversion Marketing Strategy

‹#›2015 © AppFolio, Inc.. @AppFolio #AppFolioChat | @WatchItSprout WatchYourBusinessSprout.com

GET TO KNOW

AMY KOSNIKOWSKI DILISIO

Page 10: Conversion Marketing Strategy

MY COMFORT ZONE…CAREER DEVELOPMENT LEASE-UP SUCESS TRADITIONAL MARKETING STRATEGIES REPUTATION MANAGEMENT TIME MANAGEMENT CAREER SUCCESS

Page 11: Conversion Marketing Strategy

@AppFolio #AppFolioChat | @WatchItSprout WatchYourBusinessSprout.com

GET READY FOR YOUR MIND TO BE BLOWN

CONVERSION

MARKETING

R I G H T I N F O + R I G H T T I M E + R I G H T P L A C E

CREATE THE QUICKEST PATH TO CONVERSION

DOWNLOAD THE HANDOUT

Page 12: Conversion Marketing Strategy

FOUND YOUCONVERSION MARKETING

ANY TOUCHPOINT WITH THE CUSTOMER AFTER THEY HAVE

Page 13: Conversion Marketing Strategy

GET THE CUSTOMER FROM

AS QUICKLY AS POSSIBLE

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WEBSITE STRATEGIES

SOCIAL MEDIA STRATEGIES

EMAIL STRATEGIES

ADVERTISING STRATEGIES

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POLL QUESTION

DOES YOUR COMMUNITY HAVE A WEBSITE?

A. YES! #NAILEDIT B. YES, IT’S ALRIGHT. C. I HATE MY WEBSITE. D. NO, I DON’T NEED ONE.

Page 16: Conversion Marketing Strategy

@AppFolio #AppFolioChat | @WatchItSprout WatchYourBusinessSprout.com

WEBSITE

STRATEGIES

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HAVING A WEBSITE DOESN’T MEAN YOU HAVE TO MAKE EVERY SINGLE DETAIL

ABOUT YOUR COMMUNITY AVAILABLE

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SOMETIMES LESS IS MORE

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APPLE

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iWATCH

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TRY IT

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IMAGINE

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NEED IT

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CHA CHING

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#LOVE

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APPLY THIS TO YOUR OWN WEBSITE

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HOME

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SEARCH

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PEEK

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IMAGINE

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CONFIRM

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INTEREST

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SHARE

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TREAT YOUR WEBSITE LIKE A

STORE FRONT

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SAME DECISIONS

DIFFERENT CHANNEL

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POLL QUESTIONWHAT IS THE GOAL OF YOUR WEBSITE? (WHAT DO YOU WANT THE PROSPECT TO DO) A. APPLY ONLINE B. SCHEDULE A TOUR/CALL C. FILL OUT THE CONTACT FORM D. ALL OF THE ABOVE E. NO CLUE

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THINK ABOUT TRADITIONAL MARKETING…

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DO THIS

DO THIS

DO THIS

DO THIS

DO THIS

DO THIS

DO THIS

DO THIS

DO THIS

DO THIS

DO THIS

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CREATE A WEBSITE FLOW

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THINK OF THIS AS YOUR

TOUR ROUTE

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PEOPLE NEED TO KNOW WHERE TO GO

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KNOW WHERE YOU WANT THE VISITOR TO END…

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AND TAKE ADVANTAGE OF EVERY OPPORTUNITY!

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#NAILEDIT

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FOUR WAYS

TO IMPROVE

YOUR WEBSITE CONVERSION STRATEGY

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CALL-TO-ACTIONENSURE TO INCORPORATE YOUR

ABOVE THE FOLD

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THE CLASSIC APPROACH NAVIGATION WITH SLIDER CALL-TO-ACTION

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THE MINIMALISTIC APPROACH NO NAVIGATION ABOVE THE FOLD — JUST A CALL-TO-ACTION

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THE BAR APPROACH CALL-TO-ACTION BAR TO SHOW WHAT’S NEXT

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DON’T MAKE THEM

SEARCH FOR IT

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DON’T CREATE BARRIERS TO ENTRY

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NAVIGATIONHAVE A CLEAR & CONCISE

THAT IS EASY TO FIND

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BRING IT TO THE TOP THE NAVIGATION IS ONE OF THE FIRST THINGS YOU SEE

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BELOW THE CALL-TO-ACTION IF YOU’RE NOT READY, HERE ARE YOUR OPTIONS…

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THE STICKY NAVIGATION ALWAYS WITH YOU AS YOU STROLL DOWN THE PAGE

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HOMEPAGE FLOOR PLANS

GALLERY AMENITIES

CHECK AVAILABILITY LOCATION

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STOP RIGHT THERE

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WHAT ABOUT THIS? THERE IS NO NAVIGATION…

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YOU CAN DOUBLE DOWN…

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JUST COVER YOUR BASES ON THE OTHER PAGES!

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INTERLINKDON’T FORGET TO

YOUR PAGES

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DON’T MAKE THEM WORK FOR IT!

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CONNECT THE DOTS USE BUTTONS TO TELL THEM WHERE TO GO NEXT.

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GIVE THEM OPTIONS THREE-BOX APPROACH

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MAKE IT ICONIC USE ICONS TO SHOW THEM THE WAY

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EACH SECTIONOPTIMIZE

OF THE PAGE WITH CALL-TO-ACTIONS

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BREAK IT UP

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REMEMBER THIS… HAVE YOUR CALL TO ACTION ABOVE THE FOLD

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ALSO AT THE BOTTOM DON’T MISS OUT ON THE OPPORTUNITY

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AND SOMETIMES THE MIDDLE IF THEY WANT YOU…GIVE THEM A WAY OUT TO THE SALE!

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POLL QUESTION

DO YOU MEASURE YOUR WEBSITE’S SUCCESS? A. YES, ALL THE TIME! B. SOMETIMES C. NO D. WHAT?!

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THREE METRICS

TO MEASUREYOUR SUCCESS

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OVERALL TRAFFICLOOK AT YOUR

NUMBERS TO GAUGE YOUR TRACTION

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USERS

SESSIONS

NEW VS. RETURNING

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WHAT DOES THIS TELL YOU?

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CAN YOU SEE MOBILE TRAFFIC?

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YES!

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MOBILE TRAFFIC

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TIME ON SITELOOK AT YOUR

TO CHECK ENGAGEMENT

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AVG SESSION DURATION

BOUNCE RATE

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WHAT DOES THIS TELL YOU?

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WHAT IS BOUNCE RATE?

THE PERCENTAGE OF VISITORS TO A PARTICULAR WEBSITE WHO NAVIGATE AWAY FROM THE SITE

AFTER VIEWING ONLY ONE PAGE.

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MOBILE EXPERIENCE

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TAKE IT ONE STEP FURTHER AND…

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IN-PAGE ANALYITCSLOOK AT YOUR

TO CHECK USABILITY

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WHAT DOES THIS TELL YOU?

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POLL QUESTIONWHAT DO YOU DO IF SOMEONE DOESN’T CONVERT ON YOUR WEBSITE? A. EMAIL THEM B. TARGET THEM ON SOCIAL C. NOTHING D. I DON’T KNOW

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THREE WAYS

TO KEEPYOUR AUDIENCE IN THE FUNNEL

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REMARKETINGCREATE

ADS FOR THOSE WHO HAVE VISITED YOUR SITE

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BECOME A STALKER REMARKETING ADS WHERE YOU CAN PAY PER CLICK

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SOCIAL MEDIAPOST ON

TO REMAIN TOP-OF-MIND

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USE THE COMMUNITY NAME

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IMPACT WITH IMAGERY

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MAKE IT BRANDED

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EMAIL MARKETINGESTABLISH TARGETED

CAMPAIGN

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EMAIL MARKETING KEEP THE LEAD HOT!

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FOUND YOUCONVERSION MARKETING

ANY TOUCHPOINT WITH THE CUSTOMER AFTER THEY HAVE

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TAKE ADVANTAGE OF EVERY OPPORTUNITY!

Page 105: Conversion Marketing Strategy

@AppFolio #AppFolioChat | @WatchItSprout WatchYourBusinessSprout.com

YOUR MIND IS NOW BLOWN

CONVERSION

MARKETING

R I G H T I N F O + R I G H T T I M E + R I G H T P L A C E

CREATE THE QUICKEST PATH TO CONVERSION

GET THE SALE

Page 106: Conversion Marketing Strategy

Questions for

Tweet:@WatchItSprout

@AppFolio #AppFolioChat

Rebecca RossBranding Director

866.408.2418 [email protected]

Amy Kosnikowski Dilisio National Speaker VP of Education

866.408.2418 [email protected]

‹#› 2015 © AppFolio, Inc.. @AppFolio @WatchItSprout #AppFolioChat | WatchYourBusinessSprout.com