Choosing a Partner for Self-Storage Online Marketing and Lead Generation

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Also consider the firm's size and capabilities. If you’re working with a smaller company with few employees or a sole contractor, this may be a poor fit if your goal is to disengage from online marketing. Lastly, ask the prospective candidate to provide client references.

Industry Expertise and Experience

Choosing a partner with self-storage experience is beneficial. One who already understands consumer drivers and how consumers shop online for self-storage is useful. You don’t want to pay a company to learn about your industry and the drivers of your business.

Strategy and Approach

Have the agency rep or consultant define his strategy and approach to online advertising. Evaluate how he will approach media planning and measure the efficacy of the campaigns he recommends. Have him distill his approach to online lead generation as it relates to self-storage. Look for new and creative ideas he suggests to improve performance, generate leads and increase conversions. I suggest choosing someone who’s media agnostic with the ability to understand, plan, place and analyze the results generated from all the channels in which you advertise.

Determine Success Factors and Benchmarks

Identify the benchmarks you plan to use to measure success and evaluate performance. Also determine the intervals on which you plan on reviewing your partner's performance. If your partner misses the targets you established at the onset of your relationship, this is a great time to discuss changes and get back on track.

Dave Wolf has been the managing partner of Linkmedia 360 since 2004. He’s responsible for a number of innovative strategies that have enabled the company’s clients to use online, mobile and social media to maximize the impact of their lead-generation campaigns. For more information, call 877.843.1091; e-mail dwolf@linkmedia360.com; visit www.linkmedia360.com.
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