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October 19, 2021
Digital marketing covers a wide variety of marketing methods and outlets. All of the different options out there can cause your marketing strategy to be spread out too thin or targeting the wrong audience. Maybe you even freeze up at the thought of getting started in digital marketing for your self storage business due to the variety.
This Spotlight features Ken Turley of Storable and Josh Huff of Affordable Storage Guys discussing common mistakes and misconceptions in digital marketing.
Question: "What are the biggest digital marketing misconceptions or mistakes for self storage operators to look out for?"
Check out the video clip below to hear their answers:
In this Gabfocus Session: Let's Get Digital: Understanding digital marketing, SEO, and Google My Business, we spoke with Ken Turley of Storable and Josh Huff from Affordable Storage Guys and talked about many aspects of digital marketing in relation to the self storage industry.
Check out the full Session to dive deeper!
I think one of the biggest things is just because it's out there doesn't mean you have to do it.
We have in our culture a big temptation to get the newest and greatest thing. My phone might be great, but when the 2022 version comes out, I have to get a new phone, right? Because it's out there. And now there's TikTok out there and there's Instagram stories. And now there's Facebook stories. And so I have to be—now there's LinkedIn stories. I have to have a story on LinkedIn, right? Otherwise I'm falling behind.
And a lot of that is just a waste of time.
If you're not doing that professionally, if you're not a social media influencer. So I would say just because because it's out there, it doesn't mean you have to do it. Stick to what works for you, and specifically for the people you're trying to reach.
What are they looking at that you need to be a part of so that they see your brand, what you do, why they should store with you? I think that's a big miss that a lot of people have that it just diverts focus just because it's new and shiny."
To add to it, one of the things that happens a lot is that people get all this information, they see the new shiny things and all the things that we can do with marketing, and they get overwhelmed.
So they just don't do anything.
They think that all this is just this huge, complex thing. I've got to go spend an outrageous amount with a digital marketing company and things like that. It's just not the case.
If you've ever watched my presentations or speeches or anything at trade shows over the last few years, I always end with like, it's a lot simpler than you think it is.
It's a lot simpler than you think it is.
And I would say the biggest mistake that people make is that they set it and forget it. Whatever they're doing, they set it. And then they just say, okay, I'm full. I don't need to do that anymore. Or, they set something and they never set an adjustment period.
They never come back and look to see how it actually did. It doesn't take much time. It could take an hour every month for you to go back and look at everything, track it and say, oh, yeah. Looks like this is working. Looks like this isn't. Let's make some adjustments. Boom, go and do it. Follow up the next month to do the same thing.
It's not that hard."