The 80-20 Self-Storage Marketing Strategy

Derek M. Naylor Comments
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2. Attract traffic to a highly conversion-oriented landing page. Most operators drive traffic through their search engine rankings to the homepage of their website. While this is better than not driving traffic to anything of yours, it is ineffective when compared to driving traffic to a location-specific landing page with a strong offer and several convenient methods of contacting the facility.

3. Convert traffic into tenants. A strong Internet presence is worthless if the viewer doesn’t convert into a paying customer. Your conversion ratio should be better than 50 percent. Create a conversion-friendly landing page as an extension of your website and optimize it on popular search engines. Google obviously is the most well-known, but don’t ignore the other sites, especially since many of your competitors will ignore them.

Database marketing. Your existing customer database is ripe with opportunity to cross-sell and up-sell related products and services. The most common up-sells are tenant insurance, packing supplies, referral programs and additional units. Make certain you’re mailing your tenant base monthly with an offer.

Identify the characteristics of offers that interest your customers and design your letters to focus on their needs. This program is easy and lucrative when you form alliances with related service providers.

Integration marketing. Integration marketing is a more advanced concept, but one of the most powerful in generating a solid stream of new customers at a low cost per acquisition. This technique is used effectively by McDonald’s restaurants and other fast food franchises. They integrate their product with another such as a movie franchise or toy manufacturer.

Look for other companies serving your market that can integrate storage into their offering. Examples include home remodelers, disaster restoration companies, general contractors and estate agents.

When a consumer engages one of these company’s services, he is presented with the information or even a lease for a storage unit at a “special price” just for “XYZ company customers.” This can increase the number of rentals from outside sources. Where allowed, negotiate a commission with the alliance representatives so they are excited about the program and work for you.

By capitalizing on the inequality within your customer base—the 80-20 principle—and these three evergreen strategies, 2009 just might be your best year ever.

Derek Naylor is president of Storage Marketing Solutions (SMS) in Ogden, Utah. SMS has developed more than 35 innovative marketing strategies specifically for the self-storage industry. The company assists its clients with implementing and tracking these strategies for maximum return on their marketing investment. For more information, visit www.storagemarketingsolutions.com.

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