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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.

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SpareFoot NJSSA Session 3-2011

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