Inside Self-Storage

DEC 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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Digital advertising. Software firm Marketo defines digital advertising as a tactic for leveraging the Internet and its properties to deliver promotional ads to consumers on various channels. Simply stated, digital advertising puts you in front of the right people at the right time. It includes paid search, display ads, paid social and remarketing. And, with 65 percent of people clicking on paid ads when they're ready to buy, advertising is a necessary part of marketing in today's fast-paced world. If that sounds like a lot of lingo, let a marketing partner take care of it. This person or company should be an expert in digital advertising who understands the ins and outs of the game: setting budgets, adjusting for seasonality, targeting the correct keywords and locations, etc. When done correctly, digital advertising doesn't just drive traffic, it drives insights. Skilled digital advertisers continuously perform A/B testing for audiences, keywords and content, all with an emphasis on delivering the highest performing strategy for your business goals. Creative. Your brand is at the forefront of everything you do. It's more than just colors, fonts and a logo. It's who you are, and that's not something to be taken lightly. Is your brand authoritative and professional? Are you targeting businesses in need of reliable offsite storage? To convert that audience, your brand first needs to align with your goals to find those types of prospects. A creative marketing partner will help you define your brand and develop a strategy that speaks to your personas. Firms can do everything from crafting website content to designing new brochures and letterhead. Most important, they can connect you with your audience of choice. For marketers, these are the customers that bring the highest lifetime value to your business. Questions to Ask a Potential Partner When selecting a marketing partner, it's important to ask the right questions to find the right match for your business. Here are a few to get you started: • What is your experience in the self-storage industry? • What products and services do you offer, and is there an opportunity to customize my solution? • Do you have any case studies demonstrating your success? • How do you assign a main point of contact, and can this person help me with my performance goals? • Do you have a support team to quickly address my requests? • What other benefts does our partnership offer? Choosing to work with a marketing partner can benefit your self-storage business in a big way. Whether you're filling the gaps with an agency, upping your inbound game with front-end marketing, or offloading all your efforts to a full-stack provider, there are plenty options available to fulfill your needs. www.TheBSCGroup.com THANK YOU FOR MAKING 2018 ANOTHER GREAT YEAR! Wishing you HAPPY HOLIDAYS Self Storage Financing Experts 2011-2015, 2017, 2018 BEST OF BUSINESS Seven time winners of ISS Best of Business Best Finance Broker! Celena Canode is a marketing campaign manager and Emily Pick is a content marketing manager at G5, which specializes in real estate marketing optimization. As a predictive marketing SaaS company, G5 uses artificial intelligence and other emerging technologies to help marketers amplify their impact. Its Intelligent Marketing Cloud offers predictive analytics, personalized customer experiences, and continuous spend optimization. For more information, call 800.656.8183; visit www.getg5.com. December 2018 I ISS 49

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