SpareFoot NJSSA Session 3-2011

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SpareFoot co-founder Mario Feghali delivered this talk on self storage marketing at the New Jersey Self Storage Association conference in March 2011.

SpareFoot co-founder Mario Feghali delivered this talk on self storage marketing at the New Jersey Self Storage Association conference in March 2011.

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Transcript

  • 1. Do you Know What’s Working for you Online?
    Here’s how to find out!
    Mario Feghali, Co-Founder SpareFoot.com
  • 2. You have a website, now what?
    Reality
    Perception
    vs.
    I will conquer the internet once my website is built. People will flood to it en masse.
    Building a website is just the start.
    Getting traffic is not easy & can be expensive.
    Requires constant monitoring & iteration.
  • 3. The Goal of a Website is…?
    1. What’s the goal of having a website?
    Look pretty
    Have great animations
    To get more tenants
  • 4. Save Money by Tracking
    What is analytics?
    The process of measuring marketing performance and efficiency.
    • Why should you care?
    • 5. Every year, storage companies spend millions of dollars advertising their business but few know what is working.
  • But Wait! There’s Good News
    Online Marketing Channels
    Free ways to get traffic
    Local search business listings
    Local city guides
    Online classifieds
    Social media
    Paid ways to get traffic
    Search engine marketing aka SEM (PPC, banners, etc)
    Search engine optimizations aka SEO (not always paid)
    Online Aggregators (SpareFoot.com, Selfstorage.com, selfstoragefinders.com, usstoragesearch.com, upickstorage.com)
  • 6. What do internet users do?
    Call
    Do you have a number on your site?
    Can you track it?
    Fill out a form
    What information do you collect?
    How do you follow up?
    Nothing
    Have an online coupon?
    Provide directions to your facility
    Retargeting*
  • 7. Mario’s Storage
    A new storage company that just built a website!
    Needs clarity into how consumers are actually using his site.
    Wants to get more tenants.
  • 8.
  • 9.
  • 10.
  • 11. Web Analytics
    Google Analytics
    Powerful, easy to use, and FREE!
    Track your online activity
    Sign up: http://www.google.com/analytics/
    • What can I track?
    • 12. Basically anything you can think of:
    Number of visits Bounce Rates Traffic Source
    Time on site Page Metrics Specific Goals
    Pageviews & Much More
  • 13. Easy to follow
  • 14. Track by Traffic Source
  • 15. What’s the Goal?
    1. mariosstorage.com
    2. /size-10x10.html
    3. /thank-you.html
  • 16. Conversion Funnel
    500
    200
    10
    Step 1: Get to home page
    Step 2: Pick a unit (/size) 40%
    Step 3: Confirm (/thank-you) 5%
    10 rentals total. What if each click cost $3.00?
  • 17. Track Calls Easily
    Call Tracking
    Set up unique numbers you can attribute to specific sources
    Measure the number of calls received
    Record each phone call
    • Callfire.com
    • 18. $3.00-$6.00 /number & $1.00-$2.00/month
    • 19. Can be applied anywhere
  • Pick a number…any number
  • 20. *Add tracked number to webpage
  • 21. Track Call Metrics
  • 22. Measure Everything
    Online Marketing
    SEO
    PPC
    Local business listings (example)
    Online classifieds, directories, more…
  • Track here
  • 26.
  • 27. Call: 512-350-3595
  • 28. Performance of Flyer
    1000 flyers that cost $2.00 a piece
    50
    20
    1
    Step 1: Students page (/students)
    Step 2: Pick a unit (/size) 40%
    Step 3: Confirm (/thank-you) 5%
    Let’s also assume 3 calls that all turned into rentals. Is this good?
  • 29. Tracking is Powerful
    If you can measure it, you can manage it
    • Web Analytics
    -google.com/analytics
    • Call Tracking
    • 30. Callfire.com
    • 31. Applications to online and offline marketing
  • Mario Feghali, SpareFoot.com
    mario@sparefoot.com
    661-302-6001