Everyone is buzzing about social media and Facebook, the world’s largest social network. A recent post on this self-storage blog explained ways to use social to interact with customers. But even as social is in the spotlight right now as the golden child, it’s important not to forget about search.
Social media is a great top-funnel activity, excellent for engaging fans and customers alike in a community around your brand. It also creates consistent impressions that you’re alive and kickin’. But in terms of conversion rate, search still has it. And it’s obvious why. When someone is actively looking for you, they are more likely to rent at that time than is someone who just happens across you. Optimizing for search takes time and energy, but here’s why it’s worth it:
- People who search are already looking to buy. Every day, millions of people enter billions of words into search engines, hoping to find a result that answers a question, solves a problem, or delivers a product that they want. These users are already qualified leads insofar as they’re actively seeking to get to the next level in your sales funnel. Thus, they are less expensive customers to win.
- 90% of clicks happen in the first three results of the engine. Google is so good at delivering relevant results that it’s trained people to expect relevant results when they hit “Enter” in their search bar. Thus, people assume that the top few spots on Google are the most important ones. If they don’t find the answer they’re looking for in spots one, two or three, most people abandon their query and start over. Don’t you?
- ZDnet (and others) reported that 46% of users think Facebook is a fad. I don’t share that view, but certainly a larger percent of people use search engines than use social media. And they’re using search engines productively, not casually.
- You can differentiate yourself with a good content strategy. This industry isn’t particularly well-differentiated. Using a good content strategy (a cornerstone of search) can help you differentiate yourself relative to others in the industry. For example, writing guest blogs like this one is a proactive effort in content marketing.
If you’re interested in learning more about SEO as a component of self-storage marketing, you can follow along with us on our video blog. It’s intended for novices/practitioners and is a video journal of our approach to self-storage SEO.
Jesse Flores is the co-founder of FifthRoomStorage.com, a full-service alternative to self-storage in Atlanta, GA. You can follow him @fifthroom or find him on Facebook at Facebook.com/FifthRoomStorage.