Short answer: A landing page is a single page people reach after clicking an ad, post or email link, with one job: get them to take your offer. Mark still uses them because most storage websites are generic, while a landing page lets you speak directly to one type of customer, such as contractors, students or boat and RV owners.
Why not just send ads to your website? #
When an ad links to the main website, visitors can wander around and get lost, and the content usually tries to speak to everyone. A landing page gives them two choices only: take the offer or leave. Mark’s first rule of marketing is to know your customer, and every trade area has its own mix of people with different needs.
- Contractors care about access, security and perhaps leaving a vehicle on site during the day.
- People between homes care about flexible terms.
- Students care about short summer storage, not long-term safekeeping of heirlooms.
How to set them up #
- Pick your target groups from your trade area’s demographics and what your facility offers: students, movers, people between homes, contractors, small businesses, medical reps (climate control), boat and RV owners, car clubs and so on.
- Create ads or posts that speak to each group’s specific needs.
- Link each ad to its own landing page: essentially a short sales letter naming the need, showing how your facility meets it, and giving one call to action.
- Make the call to action “rent here,” linked to your available-units page. If you can’t rent online yet, use “call” or “reserve now” (and fix online renting).
Many website platforms and CRMs can build landing pages; subscription tools such as Leadpages also work. In Mark’s experience, targeted messages convert better than generic ones, which helps keep marketing costs down.
Related answers #
- How should you set goals and a budget for lease-up marketing?
- Why should self-storage operators sell benefits instead of competing on price?
- What is GSO (generative search optimization) and why does it matter for self-storage?
Source: Mark’s post Put a Bullseye on Your Customer: Why Landing Pages Still Win in Self-Storage
