Driving Self-Storage Success Through Online Content Marketing

Content Marketing, Management and Operation, Inbound Marketing
Image Source: Inside Self Storage

Tessa Lieber | Go Local Interactive

You’ve probably heard that “Content is king.” After all, what would a website be without it? But simply throwing words or quirky quips on a page isn’t a strategy; and content without a purpose doesn’t really contribute to business revenue.

Keep in mind that online content has a job to do, even your blog and social media posts. In self-storage, its function is to build relationships with customers and sell your services. However, there are many forms of content and many things it can accomplish. Is yours positively contributing to your bottom line?

What’s in Your Words?

When creating online content, your word choice impacts your self-storage brand: the personality, relatability and expertise you convey. The right words not only promote and describe your facility features and amenities, they establish and affect your digital presence.

Keywords are all the rage in search marketing, and for good reason. Still determining a good part of search engine rankings, they’re important, but not in the same way they used to be. Before Google made some major algorithm changes, the more abundant a specific keyword, the better. Now, an overuse of keyword mentions can be viewed negatively. That doesn’t mean you should eliminate them altogether, but rather, incorporate keywords naturally. You want to comprehensively cover a topic so your content shows better in the search engine results page (referred to as “semantic search”).

A Walk Down Sales-Funnel Lane

Your online content does more than just capture Web traffic. It must funnel users through your website. Ultimately, your website should be one of your best salespeople. As such, its content should drive users through each stage of the sales cycle to eventually rent or reserve a unit. This means it must not only address facility features, but the benefits of renting at your property.

Your website pages need a strong call to action (CTA). By providing clear, relevant and actionable inbound-linking options on each page, you can drive users through your site like IKEA herds customers through its stores. It’s proven that users are more likely to click when a CTA is present.

Pieces of the Puzzle

A self-storage website should contain at least three types of content: static pages, facility pages and blogs. Once these are satisfied, you can diversify by incorporating more visually appealing, shareable types of content. These more creative pieces help capture audience interest and develop top-of-mind awareness.

Static pages. These are the educational or informative pages that are always on your site. They should answer users’ questions about self-storage in general and your company specifically. They’re typically more “evergreen” in nature, meaning the content doesn’t need to be constantly updated to stay accurate. Be wary of including things like nearby businesses or how many years your company has been in business, as these things will constantly change.

Facility pages. These market-level pages are integral to your website. This is typically where users can reserve or rent units, and where many sales conversions take place. But facility pages aren’t meant to include just a list of available units. Your content should build up the value of each type. In their heads, your customers are doing their own form of a cost-benefit analysis, and the content of these pages should account for that.

Specific markets (cities, states, ZIP codes, etc.) are also commonly part of search terms when users are looking for self-storage near them. By incorporating proper keywords into your facility pages, you can stay optimized for search engines.

Blogs. While the days of RSS feeds are past, blogs are still an important marketing tool. They should provide fresh, relevant and keyword-focused content to stay on top of search engine needs. The key metrics of a top-performing blog are increased entrances and page views, and a low exit rate. This means that not only does a blog need to be optimized for search engine optimization (SEO) to generate traffic, it should be timely and relevant to capture user interest and—with a strong CTA—funnel users through your website.

While it can be hard to measure your blogs’ return on investment, they’re still vital in the overall strength of your sales funnel. After all, could a funnel do its job without the wide mouth at the top?

Visual content. Once the essentials are covered, you can delve into more engaging content. These might include gated, lead-generating content and appealing social media graphics. While it’s important that your brand tone comes through in all forms of content, this is where your personality can really shine. Visual content can help with brand recall and loyalty.

Investing in Professional Help

Creativity doesn’t necessarily involve…Continue reading

 

Article source: https://www.insideselfstorage.com/marketing/driving-self-storage-success-through-online-content-marketing

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Retailers: What You Need to Know About SEO

SEO, Inbound Marketing, Retail
Image source: independentretailer.com

BY  | Independent Retailer

If you are looking for a specific product and want to know more before buying it, what do you do? Most people turn to Google for answers, either looking at product reviews from other customers or the product descriptions themselves to see if it has everything they need. As a retailer, wouldn’t you rather be the first link to a product that people see once they do a search?

81 percent of shoppers will do online research before they buy a product, according to a Shopify article. They are actively searching for solutions, and you want to land in their search results. This method of increasing website traffic and business goals is called search engine optimization (SEO). Through this process of configuring and promoting websites so they have increased visibility in Google and other search engine result pages, independent retailers will have not only more online sales but more in-store foot traffic as well.

“If you look at what’s going on in larger trends, more dollars are being spent online every year,” Chris Rogers, CEO and founder of Colorado SEO Pros, said. “It has a huge impact on the retail industry.” Colorado SEO Pros is a boutique SEO agency providing a suite of inbound marketing services for small and mid-sized organizations.  More and more customers, especially millennials, are comfortable purchasing online rather than in store, and it’s a new trend that many retailers have caught on to and are constantly working to better their online shopping experience.pablo (66)

71 percent of consumers will click on a link from the first page of results, according to Shopify. This means that ranking well in search engine results can make the difference between getting traffic to your site and missing out on potential buyers. The goal of SEO is to send signals to search engines that show the value and relevance of a particular website, according to Shopify.

Now that we have the specifics out of the way, Rogers has some tips to help retailers increase their revenue. “Have more information and user experience that’s relevant to the product,” Rogers said. “Give out more accurate information so people have a full understanding of the product from the advertisement and the product from your page.”

You need to give customers a reason to buy your product over one from another store. What they want to see when they click on your link is the product they are looking for, and not have to go through a million other things on your website to get to the product. A picture and a description, along with any other information, can go a long way. Don’t let your customers get sidetracked with something else if they can’t find what they are looking for right away.

pablo43“Make sure you have done complete research around that product so that you understand all the ways people are searching for it,” Rogers said.  “Include certain things about the brand and then create a strategy to use the keywords on the page in a way that creates a good user experience.”

Google is using an AI voice search algorithm where people can say exactly they are looking for and Google will do the search. This means you’re language needs to be natural, and let certain keywords be your guide. Simple and easy to navigate are two key principles to remember to keep the customer engaged on your site.

However you choose to move forward with implementing SEO basics, the results will likely be worth the effort. One of the biggest mistakes businesses can make, according to Rogers, is waiting until after you have your website built and launched to consider SEO. But have no fear! There is still hope. It is better to implement SEO than not have it, and a company like Colorado SEO Pros can help. So if you’re an indie retailer looking to get your website up and running, definitely consider SEO as a way to promote your store.

Article source: http://independentretailer.com/2018/07/01/retailers-what-you-need-to-know-about-seo/

Qorus Software named in Top 50 Inbound Marketing Excellence report 2018

Inbound Marketing, Qorus
Image source: Virtual Strategy

Qorus Software has been placed in the top 50 of Fifty Five and Five’s 2018 Inbound Marketing Excellence report for the fourth year in a row.

Qorus Software

We are delighted once again to be included in the Fifty Five and Five Inbound report. We work hard on our Marketing and it’s great to be recognized for the efforts we have put into our inbound, content marketing and CX strategies, said Heather Thompson, SVP of Marketing

(PRWEB) June 12, 2018

Qorus Software named in Top 50 Inbound Marketing Excellence report 2018.

Qorus Software has been placed in the top 50 of Fifty Five and Five’s 2018 Inbound Marketing Excellence report for the fourth year in a row. The report is now in its 4th year, and is looked on by those in the industry as a barometer of marketing excellence in the channel. As with previous years it will be released at Microsoft Inspire, which is being held July 15-19 at the Mandalay Bay Convention Center in Las Vegas.

This year Fifty Five and Five analysed nearly 39,000 companies, looking at their web, blog and social output. The report celebrates those Partners who have built a consistent inbound marketing strategy with a clear focus on their customers.

The very best inbound and content marketing in the Microsoft Partner Network

This year’s report includes profiles of the best performing Partners, as well as interviews, insights and case studies from industry experts, including:

  • Foreword from Gavriella Schuster, Corporate Vice President, One Commercial Partner, Microsoft
  • An interview with Mitchell Feldman, Chief Digital Officer at HPE Pointnext, on the ongoing challenge of great content marketing (and life after RedPixie)
  • Insights and key findings from the 39,000 partners we analysed

Get your copy of the report. You can pick up your free copy of the report in Las Vegas, from the Fifty Five an Five stand (#1622). Or you can download a digital copy from: https://www.fiftyfiveandfive.com/inbound-marketing-excellence/

About Qorus
Qorus helps organizations create business critical documents more efficiently and accurately. Our software is incredibly powerful but highly intuitive and very easy to use. Even the most non-technical users can quickly create accurate, personalized and compliant documents like proposals, contracts, RFPs, pitches, and reports.

Qorus runs on Microsoft Azure and integrates with Microsoft Office to enhance document productivity. Our award-winning Customer Success team ensures our customers across all industries get the most value from our software. We have offices in Seattle, London and Cape Town.

Learn more about Qorus at https://www.qorusdocs.com/

Contact information:
Heather Thompson, SVP of Marketing, Qorus Software
http://www.qorusdocs.com
marketing(at)qorusdocs(dot)com

About Fifty Five and Five
Based in London, UK, Fifty Five and Five is a digital marketing agency born out of a recognition that Microsoft Partners face a unique set of challenges when it comes to B2B marketing. They help Microsoft Partners communicate more effectively, reach new audiences and drive leads.

Contact information:
Chris Wright, Founder, Fifty Five and Five
http://www.fiftyfiveandfive.com/
02037437897
chris.wright(at)fiftyfiveandfive(dot)com

Contact Author

Heather Thompson Qorus Software 
+27 873544763
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Understanding today’s trends

Beth Bryant, Marketing
Image source: metrowestdailynews.com

(Originally published Jun 4, 2018) 

When people talk about marketing these days, you may hear them using various terms or “buzzwords” that refer to current trends such as “digital marketing,” “inbound marketing” or “search engine marketing.”

I’ve talked with companies who are somewhat bewildered and overwhelmed hearing about these marketing trends and the thought of trying to keep up with and execute them all. Some think the terms relate to entirely new categories of marketing, when in fact they simply relate to new strategies or approaches using the tools we’re already familiar with, such as our websites and social media.

The following are brief descriptions of many of today’s marketing trends and what they entail so you can determine which ones are worth exploring for your marketing program.

Digital marketing

Quite simply, digital marketing is using digital or online channels or technologies to reach and connect with your target audience, as it is primarily through online channels that people seek out information. I’m talking about your website and blog, of course, but also social media, email and mobile apps. Digital marketing encompasses online activities that will position your company, attract attention, drive traffic to your website and generate customer leads. These activities include online advertising (via display or banner ads or Google AdWords), conducting email campaigns, creating online content (e.g., valuable offers such as e-books and white papers), and conducting search engine optimization (SEO) for your website to ensure high rankings in search engine results. SEO involves tactics such as embedding keywords and links in your website content and having links from outside sites. Digital marketing also extends to and includes other forms of marketing described below, such as inbound marketing, search engine marketing, social media marketing and content marketing.

Inbound marketing

As the name suggests, inbound marketing is focused on activities that will drive customers in your direction. As opposed to outbound marketing, which is focused on direct outreach to your audience, inbound marketing entails engaging customers or helping them find you and your website by providing relevant and valuable content through your blog, social media and conducting SEO activities that ensure this content is found in search engine results. Once customers have visited your website to download your content, the goal is to “convert” them to leads and “nurture” those leads by continuing to offer them valuable content – educational materials and helpful information that build trust, credibility and relationships that will ultimately lead to a sale when the customer is ready to buy. Inbound marketing integrates with and complements sales efforts to move prospective customers through the sales pipeline or “funnel.”

Search engine marketing (SEM)

Typically called just “search marketing,” SEM involves conducting SEO activities, but is mainly focused on executing what is called “paid search” – buying listings or advertising on search engines to help search engine visibility and drive traffic to your website. Each search engine offers Pay-Per-Click (PPC) or Cost-Per-Click (CPC) options (e.g. Google AdWords). To do paid search ads effectively, you would want to test various keywords and offers in the ad to see what works best.

Social media marketing

You may have company pages set up on all the relevant social media sites, but do you have an action plan for capturing attention and driving traffic to your website through these sites? That’s what social media marketing is and it involves…Continue reading

Article source: http://www.metrowestdailynews.com/news/20180604/understanding-todays-trends

6 Customer Experience Conferences to Get On Your Radar

Inbound Marketing, Technology, Digital Marketing, Customer Experience
Image credit: DAVID CALHOUN

Dom Nicastro

By 

The desire to deliver excellent digital customer experiences is well-documented. Jacob Morgan, senior analyst for Forresterwrote in a blog late last year the “next generation of consumer experiences is evolving collaboratively.” Organizations need heavy investment in underlying technology and “alignment of architecture, talent, process and culture to make it happen.” And if you needed any other evidence businesses yearn for digital customer experiences, 91 percent told CMSWire in the 2017 Digital Customer Experience Survey (download required) that delivering digital CX is extremely important to their organization.

Take Me to the Digital Experience Ballgame!

One of the best ways to draw inspiration for digital CX delivery is through networking and live events with fellow customer experience professionals and digital marketers. With the second half of 2018 ahead of us and more events on the calendar than you can shake a stick at, we wanted to help you separate the wheat from the chaff and find the remaining standout conferences and events of 2018.

Forrester CX NYC 2018 (June 19-20)

Forrester’s latest CX event — June 19-20 at the New York Hilton Midtown — is targeted for CX professionals in order to expand their strategies. Topics range from data management and technology strategies to journey mapping and connections between marketing, sales and services.

Some featured speakers include Michael Cerda, chief product officer for Marcus by Goldman Sachs, and Tara Brannigan, head of marketing for BOOK, by Cadillac.

View image on Twitter

HubSpot’s INBOUND 2018 (Sept. 4-7)

The 20,000-plus inbounding marketing conference invades Boston once again at the Boston Convention & Exhibition Center Sept 4-7. Attendees will get their fair share of conference organizer HubSpot’s latest technology advancements and developments from their partners, but it’s also a conference to pick up on inbound marketing strategies and new techniques and technology like how artificial intelligence (AI) has influenced marketing technologies and strategies. Featured speakers include Chimamanda Ngozi AdichieDeepak Chopra and Beth ComstockContinue reading

Global Growth Through Digitalization

Software, Digitization, Inbound Marketing
Image source: mbtmag.com

By Craig Witt, Executive Vice President at MotionPoint

Imagine the business value of having a global digital marketing presence that’s just as efficient and optimized as your manufacturing plants. By following a few best practices, you can.

Consulting firm McKinsey notes how digital transformation benefits the operations side of manufacturing. If your global sales and marketing channels can also keep pace with these digital innovations, you’ll deliver powerful, unified user experiences across all markets and channels.

As you know, B2B buyers are conducting their own research in earlier and earlier stages of the buying process. You need to optimize your digital sales and marketing touchpoints to help generate leads in existing and new markets. That means knowing your global buyers’ cultures—both their literal cultures, and how they prefer to be engaged—and being iterative and agile.

It also means speaking their languages.

Your website is the most important channel in this digitization strategy. It’s responsible for supporting the dynamic global growth of your brand, and converting inbound traffic into sales and qualified leads.

If those global websites feature untranslated content, limited search functionality, or a lack of locally preferred payment options, you’re already blowing it. Your digital channels — websites, mobile sites, social networks and apps — must continually serve fresh, multilingual content in markets around the world. Content should be globally consistent, yet locally relevant to provide a stellar user experience.

Your marketing team, like that of most B2B manufacturers’, is probably working with lean resources and is strapped for time as it is. If you’re having trouble getting started, here are some key areas to prioritize in 2018:

  • Embrace 21st century search: B2B buyers don’t have the patience to wade through catalogs. They’ve been conditioned for an Amazon-like experience, quickly finding the product they need. Give them a helpful, in-language, onsite search.
  • Go mobile-first: In many global markets, mobile device usage far surpasses desktop. Armed with the latest research on local behavior, offer mobile-first content to those markets on the devices and platforms buyers use.
  • Understand cultural nuances: Simply duplicating all the content on your flagship site for your global sites is rarely successful. Roughly 80 percent of your English site can be translated verbatim for international markets. The other 20 percent should include localizations — locally relevant products, images, offers, contact information and payment platforms. This will help global buyers develop trust and want to do business with you.
  • Keep your online channels fresh: If the content on your international sites is at odds with the latest offers and product inventory on your flagship site, you risk losing business. Text, video, images and offers should be refreshed often and translated appropriately for international sites.
  • Help buyers find you: Get more inbound clicks simply by localizing other elements of a global site. This includes translating sitemaps, metadata and other “under the hood” content on your website. Doing so helps your global sites stand out in organic search, and drives more traffic and sales leads.

Here’s the bottom line: The effort you invest into adapting to digital and mobile trends impacts every part of your value chain.

Digital channels which are localized for global customers and flexible enough to be updated frequently allow you to reach more prospects, boost your sales organization’s effectiveness and build stronger, longer-lasting relationships with customers.

Article source: https://www.mbtmag.com/article/2018/04/global-growth-through-digitalization

Latest Japan campaigns highlight outdoors, anime

Inbound Marketing, Digital Marketing
Image source: Travel Weekly

By Eric Moya | Travel Weekly

The Japan National Tourism Organization (JNTO) recently launched two campaigns that take vastly different approaches to target different audiences, yet have the same ultimate goal: to attract more visitors from the U.S. and other inbound markets.