Inside Self-Storage

OCT 2018

Inside Self-Storage (ISS) is an information source for industry owners, managers, developers and investors covering news, trends, facility operation, finance, real estate, construction, development, marketing, technology, insurance and legality.

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Page 18 of 59

Storage King, Miami West Coast Sel f-S torage, Beaverton, Ore. "The digital age has made our brand messaging more accessible, our marketing moves more measurable, and our customer acquisition simultaneously simpler and more complex. Myriad tools, platforms and partners offer storage businesses a wide variety of ways to reach, connect and even micro-target potential customers with specific messages or offers. This has dramatically increased the number of places where potential customers interact with our brand, many of which we have very little control over. Ultimately, while the tools and channels have changed, our approach has remained the same: to be authentic in every communication, deliver on our brand promise and strive for excellence in our delivery of customer experience every day." —William Stephens, Vice President of Marketing, Morningstar Properties LLC "With customers using a diverse list of maps, apps, voice-search tools, digital assistants, search engines, GPS systems and social networks to find and engage with our business, we knew we needed to be in control of the information customers see across all these platforms. We needed a team that could keep up with the changes Google makes to its algorithms for SEO to increase our organic search results and optimize our existing website to increase organic traffic. We realized our internal team was overmatched. In early 2018, we hired a third-party vendor to help manage the public facts about our brand everywhere they appear in the digital universe and oversee everything from auditing the accuracy of our listings to monitoring incoming reviews. We improved our SEO program to include consistent blogging, strategic and well-written content and syncing local listings management with paid media campaigns. We've seen the benefits and are encouraged by the results of these changes to our marketing approach." —Michael Wachsman, Director of Acquisitions, Andover Properties LLC October 2018 I ISS 17

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