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Reaching On-the-Go Tenants: How Mobile Affects Self-Storage Marketing

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By Bessie Haddaway

The extensive use of mobile devices is changing the self-storage tenant experience from every angle. Mobile is at the core of how customers now find storage facilities. According to Google, more than half of all online searches come from mobile devices. With the use of phones to find local businesses on the rise, mobile use is also influencing website design, search engine optimization (SEO), pay-per-click advertising (PPC) and local search.

Website Design

Your facility website is one of the first places to start when implementing your mobile-marketing strategy. A responsive website can help you reach most potential tenants who are using smartphones to find self-storage. It’ll adjust in size and format according to the device the customer is using, whether it’s a smartphone, tablet or computer.

Convenience is especially important to today’s customers. Tenants want to find storage facilities, rent or reserve a unit, pay their bill, and perform other tasks directly from their mobile device when it fits their schedule. With a responsive website, you can reach these customers when they’re on the go.

Mobile SEO

Two years ago, keyword searches including the words “near me” or “nearby” were among the most popular terms for organic search. However, Google reports a decrease in these types of searches. Most people now realize that GPS is used to determine the most appropriate search results on a mobile device. Search engines understand how important local businesses are and will display the closest and most relevant results based on a user’s location.

For this reason, it’s imperative that your website is regularly optimized for location-based keyword phrases. Monthly SEO updates are essential if your property is in a populated area or you have several competitors.

Monthly ranking reports display the keyword phrases for which your facility ranks and your website’s position on the search engine results pages (SERPs). Google Analytics reports allow you to track the devices your potential tenants are using to view your website as well as the sources of your website traffic.

Mobile-First Indexing

Google will soon use a business’ mobile website, rather than its desktop version, to determine its organic search engine ranking. This algorithm change reiterates the importance of having a responsive website that can display and function fully on mobile devices. Facilities with a responsive website will rank better in the Google SERPs. This change in indexing doesn’t have a hard launch date, but it’s expected to happen in 2018.

Mobile PPC

PPC ads appear in the ad sections at the top and bottom of the Google SERPs. A storage operator only pays when a potential tenant clicks on the ad to visit the website. Most clicks from these campaigns come from people on smartphones.

There are some unique PPC strategies to increase your facility’s click-through rate and calls. For example, the click-to-call feature will display your facility’s phone number within your ad. Smartphone users can simply click the phone number to call you directly.

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