Learning to Build a Self-Storage Business—Literally and Figuratively—at the ISS Expo in Las Vegas

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Similarly, investing in alternative energy sources is another strategy to increase the efficiency of a facility’s footprint while adding to the bottom line over the long term. Bob Hayworth, owner and CEO of Baja Construction Co., and Robin Heuer, a partner with Elevated Solar, will present “Solar Self-Storage 101: Technology, Costs, Financial Incentives and More." They'll discuss the many benefits of solar strategies, including structural configurations designed to maximize investment, best site locations and system output.

A complete rundown of the expo’s construction and development educational sessions can be found at www.insideselfstorageworldexpo.com.

Part II: Meaningful and Cost-Effective Marketing
By Hayden Harrison

Self-Storage Marketing, ISS Expo, Las Vegas***Nowadays, marketing comes in all forms: broadcast, online ads, social media, websites and more. Because there are many different mediums of marketing, it's important to learn how to use them effectively. Self-storage operators can attend seminars on facility marketing during the ISS Expo.

Businesses can be promoted using mass media and/or online tools. Deciding which is better is up to the operator. During the seminar "The Great Debate: Mass Media vs. Web Marketing in Self-Storage," presenters will argue which method is superior while teaching the factors that affect success with broadcast advertising. Attendees will learn to use broadcast to brand and benefit their business, develop mass-media strategies and combine mass media with the Internet, all while being cost-efficient.

The Internet can be used in many ways to advertise a self-storage facility. Pay-per-click (PPC) advertising can attract specific traffic to companies by using services such as Google AdWords. At the ISS Expo, attendees will learn which keywords to use, ways to incorporate PPC with other Web-marketing tools, and how to find optimal cost and conversion.

The use of social media can be merged with existing marketing plans, and attendees will learn what sites to use and how to leverage them to attract customers. With quick-response, matrix barcodes popping up all over, self-storage owners can begin to use this method to market through potential customers' portable devices.

Most companies have websites, but not all are effective. By attending expo seminars, facility operators can learn to design their website for better readability, make their website more findable using search engine optimization (SEO), and how to turn visitors into customers.

SEO is vital for websites, and learning how to use key terms will help storage businesses survive. Once people are drawn to the website, it's important to keep them there with great design and content. Expo attendees will learn just that during the seminar, "An SEO-Survival Guide for Beginners: How to Outwit, Outplay and Outlast Your Competition."

By attending marketing seminars at the ISS Expo, facility operators will learn to promote their businesses, rope in prospects and turn potential renters into customers.

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