Grow Your Business Online with Local Search Marketing
In today's digital world, 78% of local-based searches on a mobile device end in purchases being made offline. This means both new and existing customers are looking to find your business information they need using Google, Bing, Apple Maps, other popular directories, and search engines.
Your customers’ online search behaviors make a robust digital presence a no-brainer. But if the information customers find is inaccurate or not even visible, it can limit the ability to grow your self-storage operation.
Local Search is Important to Your Customers
Many self-storage operators don’t realize how common it is for customers to find inaccurate information about their businesses online. Although information like facility name, address, and phone number may be accurate on the company’s website, other sites – like search engines and online directories – frequently contain outdated or inaccurate information.
These inaccuracies occur because online listings pull information from other online sources. In some cases, customers have the ability to edit the information they post about your business, creating discrepancies that spread across the internet and give bad information to the customers who search for your business online.
- Claim and manage the most popular online directories
- Optimize local listings with business categories, facility photos, and content
- Suppress duplicate information to avoid confusion with Google
- Update new business information and hours as needed
- Manage data-cleanup to ensure consistent information
3 Ways Local Search Benefits Your Business
To capture leads and customers that are looking for self-storage, it’s important that online users are able to find your business information no matter where they search. Since 35% of traffic comes from the Maps section of Google results pages, there are many benefits to having Local Search as part of your marketing strategy:
In the self storage industry, convenience is one of the major factors customers weigh when deciding who to store with. Since this is the case, online users rely on the Maps section of the Google search page to help with their decision making. If you don’t invest the time and money into Local Search, you automatically lose the potential customer that uses Maps to find business information or make a purchasing decision. The most important step in Local Search is getting your Google My Business page claimed and verified. Once you complete that step, you’re going to want to optimize it to show users why they should choose you over your competitors.
Building Google Trust
To be successful online you have to build trust with the #1 most used search engine. Gaining trust with Google must be a top priority for any business in order to compete online. Google uses relevance, distance, and prominence to determine which self storage facility to present a user. When it comes to determining relevance and prominence, Google needs to have consistent and accurate information across the web that it can trust before deciding how to you rank you among other storage facilities. Every time information is inconsistent, Google loses a little more trust in that business.
The user is more powerful than ever when it comes to the success or failure of your facility. Online shoppers trust online reviews as much as they would a referral from a friend, this means people are looking at reviews as a decision-making factor in whether to store at your facility. The first step in generating reviews is asking your customers to provide feedback online. Remember though, reputation management is something that occurs not only online, but offline as well. Providing customers with a great experience prevents a lot of headaches in the future and give your tenants a reason to leave positive feedback online. Don’t forget to respond to the positive and negative reviews to let your customers know that you appreciate their feedback and take any negative comments offline!