Sprout Marketing experts share how to convert prospective leads into paying residents using online marketing channels, as well as how to look at success metrics.

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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
GETTHE SALE

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REBECCA ROSS

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GETTO KNOW
REBECCA ROSS

7. MY COMFORT ZONE…
WEBSITE DEVELOPMENT
SOCIAL MEDIA
MOBILE APPLICATION DEVELOPMENT
ONLINE ADVERTISING
SEO & SEM
EMAIL MARKETING

8. ‹#›
2015 © AppFolio, Inc.. @AppFolio #AppFolioChat | @WatchItSprout WatchYourBusinessSprout.com
AMY KOSNIKOWSKI
DILISIO

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GETTO KNOW
AMY KOSNIKOWSKI DILISIO

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

11. @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

12. FOUND YOU
CONVERSION MARKETING
ANY TOUCHPOINT WITH THE CUSTOMER AFTER THEY HAVE

13. GET THE CUSTOMER FROM
AS QUICKLY AS POSSIBLE

14. WEBSITE STRATEGIES
SOCIAL MEDIA STRATEGIES
EMAIL STRATEGIES
ADVERTISING STRATEGIES

15. 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.

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WEBSITE
STRATEGIES

17. HAVING A
WEBSITE DOESN’T
MEAN YOU HAVE
TO MAKE EVERY
SINGLE DETAIL
ABOUT YOUR
COMMUNITY
AVAILABLE

18. SOMETIMES
LESS IS MORE

19. APPLE

20. iWATCH

21. TRY IT

22. IMAGINE

23. NEED IT

24. CHA CHING

25. #LOVE

26. APPLY THIS
TO YOUR OWN WEBSITE

27. HOME

28. SEARCH

29. PEEK

30. IMAGINE

31. CONFIRM

32. INTEREST

33. SHARE

34. TREAT YOUR WEBSITE LIKE A
STORE FRONT

35. SAME DECISIONS
DIFFERENT CHANNEL

36. POLL QUESTION
WHAT 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

37. THINK ABOUT TRADITIONAL MARKETING…

39. DO THIS
DO THIS
DO THIS
DO THIS
DO THIS
DO THIS
DO THIS
O THIS

41. CREATE A WEBSITE FLOW

42. THINK OF THIS AS YOUR
TOUR ROUTE

44. PEOPLE NEED TO KNOW
WHERE TO GO

46. KNOW WHERE YOU WANT
THE VISITOR TO END…

47. AND TAKE ADVANTAGE OF
EVERY OPPORTUNITY!

48. #NAILEDIT

49. FOUR WAYS
TO IMPROVE
YOUR WEBSITE CONVERSION STRATEGY

50. CALL-TO-ACTION
ENSURE TO INCORPORATE YOUR
ABOVE THE FOLD

51. THE CLASSIC APPROACH
NAVIGATION WITH SLIDER CALL-TO-ACTION

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

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

54. DON’T MAKE THEM
SEARCH FOR IT

55. DON’T CREATE
BARRIERS TO ENTRY

56. NAVIGATION
HAVE A CLEAR & CONCISE
THAT IS EASYTO FIND

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

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

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

61. HOMEPAGE
FLOOR PLANS
GALLERY
AMENITIES
CHECK AVAILABILITY
LOCATION

62. STOP RIGHT THERE

63. WHAT ABOUT THIS?
THERE IS NO NAVIGATION…

64. YOU CAN DOUBLE DOWN…

65. JUST COVER YOUR BASES
ON THE OTHER PAGES!

66. INTERLINKDON’T FORGETTO
YOUR PAGES

68. DON’T MAKE THEM
WORK FOR IT!

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

70. GIVE THEM OPTIONS
THREE-BOX APPROACH

71. MAKE IT ICONIC
USE ICONS TO SHOW THEM THE WAY

72. EACH SECTION
OPTIMIZE
OF THE PAGE WITH CALL-TO-ACTIONS

73. BREAK IT UP

74. REMEMBER THIS…
HAVE YOUR CALL TO ACTION ABOVE THE FOLD

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

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

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

78. THREE METRICS
TO MEASURE
YOUR SUCCESS

79. OVERALLTRAFFIC
LOOKATYOUR
NUMBERS TO GAUGE YOUR TRACTION

80. USERS
SESSIONS
NEW VS. RETURNING

81. WHAT DOES THIS TELL YOU?

82. CAN YOU SEE MOBILE TRAFFIC?

83. YES!

84. MOBILE TRAFFIC

85. TIME ON SITE
LOOKATYOUR
TO CHECK ENGAGEMENT

86. AVG SESSION DURATION
BOUNCE RATE

87. WHAT DOES THIS TELL YOU?

88. WHAT IS BOUNCE RATE?
THE PERCENTAGE OF VISITORS TO A PARTICULAR
WEBSITE WHO NAVIGATE AWAY FROM THE SITE
AFTER VIEWING ONLY ONE PAGE.

89. MOBILE EXPERIENCE

90. TAKE IT ONE STEP
FURTHER AND…

91. IN-PAGE ANALYITCS
LOOKATYOUR
TO CHECK USABILITY

92. WHAT DOES THIS TELL YOU?

93. POLL QUESTION
WHAT 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

94. THREE WAYS
TO KEEP
YOUR AUDIENCE IN THE FUNNEL

95. REMARKETING
CREATE
ADS FOR THOSE WHO HAVE VISITED YOUR SITE

96. BECOME A STALKER
REMARKETING ADS WHERE YOU CAN PAY PER CLICK

97. SOCIAL MEDIA
POST ON
TO REMAIN TOP-OF-MIND

98. USE THE COMMUNITY NAME

99. IMPACT WITH IMAGERY

100. MAKE IT BRANDED

101. EMAIL MARKETING
ESTABLISH TARGETED
CAMPAIGN

102. EMAIL MARKETING
KEEP THE LEAD HOT!

103. FOUND YOU
CONVERSION MARKETING
ANY TOUCHPOINT WITH THE CUSTOMER AFTER THEY HAVE

104. TAKE ADVANTAGE OF
EVERY OPPORTUNITY!

105. @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
GETTHE SALE

106. Questions for
Tweet:
@WatchItSprout
@AppFolio
#AppFolioChat
Rebecca Ross
Branding Director
866.408.2418
rebecca@watchyourbusinesssprout.com
Amy Kosnikowski Dilisio
National Speaker VP of Education
866.408.2418
amy@watchyourbusinesssprout.com
‹#› 2015 © AppFolio, Inc.. @AppFolio @WatchItSprout #AppFolioChat | WatchYourBusinessSprout.com