Welcome to Self Storage Lab — where we deconstruct how operators are adapting to today’s technology-driven landscape and how it might impact their business.
As the first true episode of our podcast, we wanted to dive into one of the most, maybe even THE MOST important tool an operator can use to ensure they have an Online Presence. Your Website.
Your digital Storefront.
The rise of digital marketing has created different touch-points for customers to engage with your brand. The goalposts have shifted and prospects are now further down the marketing funnel when they eventually talk to your store team.
Today we talk about how to think about your website customer journey, must have components and tools, and what the decision process look like.
3:17 - Mason mentioned book about “Consumer Shopping Behavior in America vs. China”
7:50 - Kyle talks about how people use Google Search and how it’s changing
8:50 - Mason asks about SEO, bounce rate, and how an operator can use this to personalize what is shown to a customer
9:10 - Rodolfo defines SEO, what components to keep in mind when optimizing your website, and talks about the most expensive keyword in storage.
11:26 - Rodolfo discusses the importance of Backlinks and Local SEO.
13:05 - The old way of doing Marketing: billboards, foot traffic, newspapers.
13:50 - How to think about the Digital Customer Journey: the education involved and the purchase funnel
15:50 - Mason discusses the world of Apple and their superior experience between digital and
17:10 - Must have Components of a Self Storage Website — e.g. Showing Scarcity, the User Experience, relying less on barriers, and the “3-click” Philosophy
21:30 - Misconceptions and the not-so-obvious
25:14 - A/B Testing, Optimization, and the tools to look into (27:35)
30:28 - The important of Mobile Design
32:30 - The components and the tech stack of good website + Kyle’s favorite website tool
36:00 - Self Storage Specific Website Options and the Build v. Buy question
38:15 - Questions to Ask Website Providers
44:45 - Resources and Tools to Consider
Mentioned in This Episode
Start thinking about your audience
Who and how do customers get to your digital storefront?