Running a self-storage company can be an incredibly exciting and profitable experience. However, ensuring that the company is indeed successful necessitates the implementation and ongoing optimization of a dynamic, customized marketing campaign. Unfortunately, many self-storage professionals commit marketing errors which preclude them from attaining great outcomes like more substantive conversion rates, increasing levels of industry authority, and enhanced customer retention rates. To ensure that you can achieve most or all of these business-building outcomes, make sure that you avoid the following five marketing mistakes:
1. Failure To Set Goals.
Research shows that individuals who take the time to make goals and write them down tend to accomplish more than those who do not. As noted in MindTools, goal-setting gives you both short-term motivation and long-term vision. It also helps you figure out how to allocate your resources and time. When you don’t set marketing goals, you fail to gain a clear understanding of what you’re trying to accomplish with your advertising campaign and which steps or changes you’ll need to complete in order to realize your self-storage company’s vision.
2. Failure To Implement Advertising Strategies.
Another self-storage marketing mistake that might be tripping your company up is failure to implement digital advertising strategies. These strategies are important because they enable you to connect with people in an immediate manner. The techniques also empower you to share your self-storage business with individuals who haven’t been exposed to the brand through your offline advertising efforts. Some of the digital strategies you can deploy to share your self-storage organization with people online include content marketing, social media optimization, and search engine optimization.
3. Failure To Do Target Market Research.
Before you develop your self-storage marketing campaign, you need to know who your audience is. Without attaining this background knowledge, you won’t be able to systematically fine-tune the marketing plan so that you’re consistently connecting with your audience in a manner they find unequivocally relevant to them. As noted in Small Business BC, there are typically four types of information that need to be collected through the target market research process. They include demographic, behaviouristic, geographic, and psychographic data.
4. Failure To Encourage Word-Of-Mouth Advertising.
As many advertising experts know, word-of-mouth marketing is one of the most powerful modalities available. This is the case because people are much more likely to invest in a brand when they realize that other individuals have deemed it credible. If you’re not already on the word-of-mouth advertising bandwagon, one way to hop on is by encouraging your satisfied customers to leave positive online reviews about your company. As noted by Jayson Demers, 88% of consumers believe that online reviews are just as valid as personal recommendations.
5. Failure To Implement Analytic Strategies.
One final mistake that self-storage managers should avoid when they put a marketing plan in place is failure to implement analytic strategies. Know that determining whether a marketing strategy is actually yielding results is key to ensuring that your self-storage company can optimize profitability. This is why you need to use analytic methodologies and resources to determine what types of results your advertising campaign is yielding. Some of the marketing analytic dashboard tools that one might use include Moz Pro, Kissmetrics, and Mixpanel.
Five self-storage marketing mistakes that your organization might be making are outlined above. Consider whether your company is committing any of these advertising errors so you can keep your business in a state of growth this year!