Online Consumer Navigation
How do people navigate online?
Search engine is where it begins. Google,
Yahoo, MSN, AOL, etc.
Different types of results- organic, ppc,
search engine directories
Where should I be found?
Majority of Internet Traffic starts
with a search engine…
Often referred to as “SEO” or search
Results are often viewed as most relevant
not only by the search engine but
consumers as well
Takes time and money; doesn’t happen
A lot of content strategy and linking to
Search engines view these as the most
relevant results for a particular search
Pay Per Click (PPC)
Placements at the very top or right side of
Advertiser incurs a charge every time their
ad is clicked on
Can lead to instant placement atop the
Very costly if not managed correctly
The search engines will place those who
are willing to pay the most per click at the
top most generally.
How Consumers Shop…
Type in your website directly (few do this),
SEO or PPC, and utilize Directories.
Directories are becoming ever popular
Travelocity, Hotels.Com, Orbitz
Chances are, you have used one before.
Instant placement online
Much cheaper than SEO or PPC to get
Can display a wide variety of information
Most everything is tracked so you know
the return being generated
Several companies can be listed amongst
Storage Directories (cont)
Easy to navigate and find facilities in your
The new avenue of Social Media!
Becoming a huge part of online marketing
strategy in the past few years
Facebook, Twitter, Linked In
Results aren’t as strong and immediate
The goal is to create valuable content vs.
content that sells directly
Trying to increase as many followers and
connections so when they someday do need
storage……your facility will come to mind
Why so many options to consider
Different types of consumers!
– Consumers who know exactly what they want
– Consumers who have used storage before
– Consumers who have never used storage
All these consumers will navigate a different
Multi Tiered Approach
All online consumers are different
Some will know your website
Some will find your site on the search engines
Some will use a directory to compare options
I know what I want!
Referrals, previous customer, you are
located close to them
Likely to go right to your website
Most willing to reserve online
Least likely to spend a lot of time shopping
I’ve used storage before, I want a good deal!
Will search multiple websites shopping for
a bargain (organic, ppc, directories)
Most likely to go to a comparison site
(directory) where they can put several
options side by side and decide which
location is the most appealing for them
Online quotes, incentives, specials will
jump out at these people.
1st time storage user, any idea what I need?
1 out of 3 are 1st time storage users
Likely to search multiple websites looking
for size indicators, general information
about the rental process, storage tips, etc.
These people will pick up a phone and call
vs. typing out all their questions online.
100% effort on these people as they are
likely to choose who makes them feel best
about their options.
Track what is working
Now that you are using multiple avenues
to capture people online, verify what is
Google analytics, tracking numbers,
unique offers on each source (coupon
Try different things to see if it increases
Track all of your efforts both online and off
to see what is being generated
Indentify trends, consumer patterns,
You can create reports to show graphs,
charts, etc needed to analyze what makes
the most sense for your spend.
Track each and every call coming from a
You’ll be able to see call volume from your
website vs. a storage directory you might
be using vs. a ppc campaign.
Spot caller trends, missed opportunities,
peak call times, etc.
Tracking #’s (cont)
Most tracking number companies will provide some type of portal to view
You can analyze call volume, spot trends, learn where your tenants are
coming from, etc
The ability to listen to live customer calls vs. mystery shops
Unique Coupon Codes
I saw 1st month free online somewhere?
Will allow you to verify where the person found
you depending upon the offer they mention
People like to feel like they are getting a good
deal with a coupon
See which offers generate the most inquiries,
find out what motivates your client base!
Stay in front of online shoppers
Don’t cut advertising that is working
Keep your name out there even if your
vacancies are minimal. Empty units cost
more than most online advertising!
As long as it provides a good return, why
not use it?
Multi tiered approach online is necessary
Each consumer shops different
Lots of avenues to explore
Everything works in synergy, the more
exposure, the better.