converting leads into customers: wystc 2014 dublin
DESCRIPTION
In this workshop we will focus on industry best practices for lead nurturing and participant management. The industry of student travel faces a struggle – once our leads convert and say “Yes, I want to partake in your program” there is still a several steps that must occur before the customer is fully converted. We will look at examples of how organizations in the industry have solved this challenge efficiently.TRANSCRIPT
23 – 26 September | Dublin, Ireland
The essential global youth travel industry event
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
Increase efficiency through the smart use of technologyConverting Leads into Customers
September 24th, 2014
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.orgwww.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
2Tonya Tooley – GoAbroad.com
[email protected] Manager
@TnTooley | @GoAbroad | @_GoMedia_
/in/TonyaTooley
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
3Discussion Points
• Typical Lead Conversion vs. Youth Travel Industry Lead Conversion• Industry Best Practices• Increasing Efficiency Using Smart Technology
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.orgwww.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
4Typical Lead Conversion Cycle
Anonymous Contact Lead Opportunity Sale Payment Brand
Ambassador
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5Youth Travel Lead Conversion Cycle
Anonymous Contact Lead Opportunity Sale /
Decision Application Payment / Deposit
Forms• Visas• Medical • Course Selection• Passport• Interviews• Etc.
Partake in Program
Alumni Brand
Ambassadors
Lead Nurturing Participant Management
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6Industry Best Practices
Lead Nurturing
Effective Acquisition
Multiple Touch Points
Calls To Action
Personalized Relationship
Organized Outreach
Participant Management
Streamlined Process
Personalized Relationship
Simple for the Participant
Create Realistic Expectations
Organized System
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7Effective Implementation of Best Practices
• Organized Systems and Outreach: What is your strategy / lead map?
• One System: How do you manage the Process Lead Alumni?
• Social Presence: Can you increase your touch points from Lead Alumni?
• Personal Relationship: Who is your customers contact person?
• CTA (Calls To Action): Are there clear expectations & minimal barriers to entry?
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• CRM System– Automate communication – Centralized data
• Social Media Productivity Tools– Increase your reach – Social media management
• CRM Plugins and Extensions– Increase productivity
Use Smart Technology
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