The Fact and Fiction Behind Hiring a Marketing-Services Agency for Your Self-Storage Business

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Fact No. 1

Capabilities evaluation of an agency is really important.

You want to make sure the agency you’re evaluating is capable of delivering the marketing services you require. For example, what services make up the company's core revenue stream? Can the agency provide relevant case studies?

Fact No. 2

Account service and the resources dedicated to your account is important.

It’s very important that you evaluate the depth of the agency’s account-service team and the amount of interaction and implementation they’ll provide. It’s also essential to define which party will be responsible for certain tasks in the engagement, especially if you’ll be doing some of the implementation internally. Establishing these guidelines at the onset of the relationship will ensure faster implementation and delineate the roles and responsibilities of each party.

Fact No. 3

It’s difficult to determine what to pay an agency.

It can be tricky to establish the value an agency can bring. One approach is to do a cost-benefit analysis whereby you evaluate the cost of your time or the cost to hire an experienced in-house expert vs. hiring an agency. In addition, you’ll need to consider the cost of regularly investing in education on the latest marketing trends, especially in digital advertising.

Fact No. 4

A customizable, online solution is important.

If you use an agency with a template solution, you may be limited in what you can do with your website content. Specifically, you’ll want a content-management system that allows you to access your website and make changes to layout, copy and functionality as well as implement onsite search engine optimization campaigns.

To ensure a good user experience, make sure the website is responsive. This means it will render and conform to any device (desktop, mobile, tablet) a prospective tenant is using. It should also offer seamless navigation and the ability to make unit reservations.

While this list in no way covers all the misconceptions and realities about hiring a marketing-services agency, it touches on the most important aspects. Much like hiring any outside contractor, you need too first determine your needs, get referrals and look for companies in which you identify. Finding the right partner can help you take your self-storage marketing to a whole new level.

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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