Because most self-storage tenants find the facilities they patronize by using the Internet, having a strong Web presence has never been more valuable. But many conflicting opinions exist about which strategies are best to attract visitors and convert them into customers. Even the jargon (SEO, SEM, local search, organic search, paid search) can be confusing. After getting familiar with the tools and their names, you must know how to use them.
As part of the Sounds of Storage podcast "Speaker Series," John Siefert and John Muehling, respectively the CEO and vice president of marketing for VIRGO, stopped by to chat with John Carlisle about online marketing, an area in which they have a wealth of experience and passion. "The Johns" share the similarities between managing an information-services company and running a self-storage operation, how operators should divvy their time and resources between SEO and SEM, and how much information (such as pricing) operators should be listing on their websites.