By Colton Joseph
Your self-storage business’ digital presence is absolutely essential in today’s world of social networks, company blogs, search engines, mobile apps—the list keeps growing. Everyone and everything is moving online, and that makes for a very crowded and competitive space. If you’re stumped on how to set your self-storage facility apart in this online frontier, this guide is for you.
The world of online content changes daily. It’s a constant battle to keep your app or website at the top. How can you build something that will last? This article is meant to give you a few ideas on how to modernize your self-storage website for the future.
I Don’t Need a Website
Some or even most of your self-storage business might come from aggregators, local business listings through search engines or even companies like Yext. Makes sense. These are great solutions for increasing brand reach and sales. In fact, I recommend using their services. But consider this: Would you rather your reputation as a company be dictated solely by third-party websites, or would you like a say? It would be wise to establish your online presence now, while you still can.
Relying on aggregators and listings too heavily could leave your reputation up for grabs down the road. It’s extremely important to build your online brand through your own digital content in addition to these aggregators and listing agencies. Using both your own website and aggregators/listings to facilitate your services will give you the most effective long-term results.
Understanding Website Importance in Digital Marketing
The modernization of self-storage websites and networks is more vital now than ever before. With record numbers of consumers moving online to shop and search, it only makes sense to shift to a digital strategy for brand-building and advertising.
A very specific strategy must be in place to create a cost-effective plan. The biggest, most common mistake made by companies is having a poorly built website while focusing exclusively on paid-search advertising, business listings, mobile ads, etc. Many great digital-marketing strategies fail because of this one major flaw. It’s like picking berries with no basket to hold them.
Your website is your virtual face—where it all begins and ends. Very few digital-marketing campaigns will ever be successful with a landing page or a website that’s poorly designed or lacks the ability to help convert leads into revenue. Every campaign, social media post or business listing is a mere extension of your home website. They represent the roots that extend to your target audience from your official site.
Ask yourself, what is the first thing someone does when they hear about your company? We all know: They “Google” it. So, what do you want them to see?
Customers Found Me, Now What?
Assuming you have a sound digital strategy that’s bringing you customers, what happens when they actually arrive? Do you want them to see an outdated 1990s website with hard-to-read fonts, complicated navigation, old phone numbers or any other issues? Of course not! People want to see clean, organized content that’s readable and to the point. No one cares about flashy Web annoyances like odd noises, fancy graphics, pop-ups and the myriad of other attention-getters that ironically tend to push customers away. Don’t go there.