Reaching your customers online

As more and more people use the internet to find products and services, digital marketing is becoming increasingly important to the self storage industry. Potential customers are likely to be looking for your business on-line, so it’s important to understand how and where they’re searching for you.

1.Use of smartphones and tablets to get on-line

In Australia, 92% of households are connected to the internet and each year more and more of us are using smartphones and tablets to get on-line. In 2013 68% of Australians accessed the internet through their smartphones (up 10% from 2012) and 50% accessed the internet through a table (up 16%).

With smartphone and tablet use on the rise, make sure your website is optimised for mobile devices. To see how your current website looks on a smartphone you can try out the ‘Go Mobile’ tool at yellowadvertising.com.au (under the Knowledge section).

Interestingly people are not just surfing the net for entertainment or using it for work. The vast majority of Australians use the internet to research their purchases. In fact, 87% of Australians look for information on products and services online, including 55% who do this on their smartphone and 63% who use their tablet for this purpose.

2. You can reach 65% of Australians through social media

Many businesses are using social media as a way of building stronger relationships with customers and helping to spread word of mouth. It makes sense when you consider the size of the audiences in these channels. Social media reaches most Australians, with over 65% using social platforms like Facebook, Twitter or LinkedIn. It probably comes as no surprise that Facebook continues to dominate this space, capturing 95% of Australian social media users and boasting over 11 million Australian users.

3. Storage businesses appeared over 6.5 million times on Yellow Pages

Yellow Pages is no longer just a book, but it is also much more than just a website. In fact, the Yellow Pages digital network includes on-line, mobile, social media and maps as well as digital powerhouses like Google, Yahoo7 and Bing.

Over the past 12 months, there were more than 6.5 million appearances for ‘Storage – General’ on the Yellow Pages digital network. More importantly, 50% of these interactions resulted in a lead for storage businesses across Australia, meaning that for every two interactions completed, a lead was generated for a storage business.

  • Over 86 000 calls were placed to businesses listed under storage headings
  • There were 7273 requests for direction to businesses
  • There were over 5000 requests to send business details to a mobile phone

4. Customers use Google and Yellow Pages differently

Looking at the top self-storage search keywords gives us insight into the behaviour of Australians when they’re trying to find storage solutions. Most Google searches for self storage are brand-based, whereas 98% of the searches on yellowpages.com.au are category-based – that is, people don’t have a particular facility or brand in mind. This suggests that Google is more commonly used by customers who have an idea of which storage facility they want to use, whereas yellowpages.com.au is more commonly used by those who haven’t yet decided which facility to do business with.

5. What information should you include on-line?

There are clear business benefits from having an on-line presence. If you’re creating a website or putting together a digital listing for your self storage facility, consider including the following information:

  • Easy to find contact details
  • Your location
  • Price points
  • Other content like photos or videos of your facility
  • The benefits of using your facility
  • Any unique selling points
  • An on-line enquiry form so customers can easily get in touch
  • Customer testimonials

Visit yellowadvertiser.com.au for more insights, digital marketing advice and success stories.

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