Most Guides, Outfitters and Adventure Lodges create lead generation
web sites, sites that tell their story, list their services and provide their contact
information. These sites have NO value if you don’t follow a simple marketing
plan to turn visitors into clients.
Your site has to attract clients, this is done by
first page listings in search engines, Pay-Per-Click advertising, Facebook ads
and links from printed materials. You have to have visitors or it is all for
naught.
Once you get prospective clients to your site you need to capture
their contact information, in the form of email address, phone number or
mailing address. You need to be able to contact them. An email sign-up form is
the most common and most useful, make an offer they can’t refuse and let them
know what to expect so they will trust you enough to give you their email
address.
Most visits to your web site don’t generate an immediate booking;
you have to nurture and develop a relationship with prospective clients.
It is no surprise to any of us that busy guides, outfitters and lodge owners
are not as good at following up on leads as they should be. But with a clear
communication plan in place, consistent valuable follow-up messages can provide
a huge competitive edge.
Now it is time to convert leads and prospects into
clients, by tracking their behavior and interactions with email
communications you can speculate when they might be ready to buy. By automatically
sending them a personal targeted email on the subject they have shown interest
in or a phone call you might make the sale. If not continue to communicate and
build that relationship the when the time is right they will book that trip.
You have booked the trip it is now time to deliver and please
your client. The same friendly accommodating approach you take to nurture a
prospect needs to continue for the duration of the relationship. Positive
experiences lead to repeat business and referrals. (see post on customer
service) Provide pre-visit and post-visit email communications to your clients,
get them ready for a great experience and follow up with a thank you and request
for referrals.
Contact Outdoor Adventure Marketing today for a solution for
transforming your lead generating site to a sales generating site.