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Mobile Marketing for Self-Storage: Tactics for Promoting Your Responsive Website and Converting User
Posted 2/19/2015
Author Dave Wolf
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More than half of local online searches originate from a mobile device, according to a 2014 report by ComScore, an Internet-analytics company that provides marketing data to many of the world’s largest enterprises, agencies and publishers. Nearly 80 percent of these searches are from local consumers looking for a business from which to make an offline purchase. Fifteen percent of these users make purchases using their mobile devices.

Based on these market dynamics, it’s crucial that your website be visible when a consumer does a local search for self-storage on his mobile device. It’s also important to provide a good user experience that enables him to easily contact your storage facility or make an online reservation.

Most websites built within the past two years are responsive, which means the navigation, images and other elements render to the device on which the site is being viewed. A responsive website’s interface is easy to navigate and view on a mobile device and features key call-to-action and conversion buttons that encourage users to call the facility, reserve a unit, view specials, etc.

The key objective of your website is to provide easy access to important information about your business and convert prospects to tenants. If you’re planning to build or update your website, create a responsive site that’s simple to navigate and customize. Once that’s done, explore the many options to increase site visibility and customer conversion.


Know Your Stats


When it comes to marketing your website and getting visibility for mobile searches, there are a number of advertising tactics you can use, at different costs. Before you embark on any paid campaign, however, check your Google Analytics to determine the percentage of visits to your website that come from mobile and desktop searches. This will give you basic insight to the devices consumers are using to visit your site and their bounce rates from each channel. If your bounce rate is higher for mobile versus desktop visitors, you’re probably providing a poor mobile experience and should consider improving your website.

If your analysis reveals that a meaningful number of website visitors are coming from mobile platforms (30 percent or more), it’s important to ensure your site is easy to view and navigate on Android and Apple devices, the two most prevalent mobile platforms. If you have or are developing a responsive website, it’s also imperative to do extensive quality-assurance testing to ensure images render and the key elements work properly on both types of phones and tablets.


Marketing Your Mobile Website


Once you’ve addressed your mobile user experience, there are many methods you can use to enhance your site’s visibility for search. The easiest and least expensive is to claim your storage facility’s local listings on Google, Yahoo and Bing and syndicate those listings using the four large data-syndication sources: Acxiom, Factual, Infogroup and Nuestar.

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