Question #
How can landing pages enhance targeting for specific customer demographics in self-storage marketing?
Answer #
There are no other pages they can roam around in seeking “more information.”
Today, mostly, I see ads with direct links to the owners’ websites.
Yes, it may take them somewhere specific on the site, but the potential customer can roam around and often gets lost checking everything out.
But more importantly… most storage websites are fairly generic in their content.
Yes, they may mention somewhere on the site different types of customers they may cater to, like businesses or students.
However, for the most part, these sites are generic, and customers have to stumble and find themselves reflected back in the sites, if it is even there at all.
I learned this concept long ago studying how other industries market online.
As we know, every self-storage market area, or trade center, is different.
Even in the same city.
Your trade center is made up of unique people, and the demographics in your trade center are unique to that location.
You need to know what they are.
If your facility offers “contractor units,” you need a different message for them.
They are interested in access, security, perhaps leaving their cars on-site during the day, etc.
A student is not going to be that interested in their valuables being safely stored for future generations to throw away.
Someone moving and needing storage for shorter periods of time is more interested in flexibility on your terms.
Landing pages allow you to tailor your message to the specific target you are aiming for.
Source: Put a Bullseye on Your Customer: Why Landing Pages Still Win in Self-Storage
