By Molly Bull
In the world of digital marketing, it’s difficult to decide what to focus on first, especially when it comes to your self-storage business. Today’s increasingly social and mobile world means reaching and converting customers can be time-consuming and hard to measure. Here are four ways to invest your time and money for a digital-marketing strategy that works.
1. Lead Generation
Improve your leads and make the most of your audience by analyzing your online presence and ensuring its effectiveness on all platforms. Start with your website, which should be your most visited touch point because it showcases everything about your business.
First, consider the quality of your website’s mobile user experience—especially if you’re also running an e-mail campaign (many users who click through e-mails are doing so on their mobile device). A website’s usability on mobile is completely different than on a desktop computer, so it’s important to ensure you’re not losing leads with an ineffective site. In addition, creating website and e-mail content that resonates with users will help grab their attention and turn them into leads.
For lead generation, it’s important to maximize your search traffic by implementing a search engine optimization (SEO) strategy. It’ll help users find your site through a variety of channels:
- Organic traffic via search engines
- Paid traffic from search ads
- Referral traffic from other sites containing a link to your site
- Traffic from social media
- Display-ad traffic from online ads
The key to good SEO isn’t just a quality setup and plan but also consistently maintaining and updating your site. This ensures your site stays fresh whenever Google updates its search algorithm. Often, older, less frequently updated sites get pushed to the bottom of the results.
2. Online Reputation
Small-business owners and entrepreneurs know the power of a good referral, and it’s often what keeps things going for many companies. Develop trust and brand power by tapping into the positive experiences of existing customers or past clients and displaying their testimonials on your website.
Also, don’t forget social media. Your current and prospective customers can instantly post reviews on Yelp, Google+ and Facebook. Research tells us that peer reviews are far more trusted than what you publish about yourself, and that puts your customers and prospects in control. Every social review affects your reputation. Without a formal advocacy program in place that enables you to aggregate responses, respond to comments and promote reviews, you’ll surrender your message to the masses.
You can’t control what people say about your brand, but there are steps you can take to ensure you’re positioned in the best possible light. Instead of being held hostage to reviews, try tapping into the selling power of your fans.