Pennsylvania-based Storage Asset Management, known as SAM, has an effective marketing strategy. Unusually, however, the company is not really keen to market itself.
“We are actually guilty of not doing great marketing ourselves. All of our growth has been achieved through word of mouth and referrals. We don’t market ourselves as well as we can. “This is what Melissa Stiles, vice president of marketing and sales at SAM told us. This growth was noticeable, however, from the start with 22 management contracts in 2010 to the conclusion of almost 350 contracts today.
Administration and marketing for others
What SAM does is manage third party storage facilities (SAM does not own any of them). “We do everything from operations and marketing to accounting for an asset owner,” said Stiles. “Basically, anything but filing your income tax.”
According to Stiles, the main focus of SAM marketing is on around 95% of the marketing of the third-party storage devices they manage. Execution takes place primarily through the use of customer ratings via the online reputation management platform Reputation.
“I think we’ve been using reputation for about five years,” said Stiles. “We have always been early adopters in marketing, such as B. Search, etc. We were one of the first companies to rent a unit online. Hence, we quickly realized that reviews become important. We were looking for a company that could help us with a reputation management program and Reputation met that need for us. “
A focus on reviews and SEO
Reviews help with SEO ranking, of course, but that’s not the only reason they’re important. “We know about 50% of our customers have never used memory before,” said Stiles. “As a result, users want to read the reviews before choosing a device.”
SAM uses reputation to actively solicit reviews and respond to them “in one place”. To understand how important this is, keep in mind that SAM 76 represents different brands. This is because SAM gives owners the choice of being part of their national brand – Storage Sense – or of branding their own, often naming facilities for the city they are in.
“When I first got into the industry there were a lot of facilities called ‘AAA Self-Storage’ because that would put you first in the phone book. Now it’s the city and self storage because that will help you with your SEO online. “
In addition to taking care of reputation management through reputation, SAM creates websites and helps with print marketing and signage. “We will create a user-friendly website where you can do your rental entirely online. We will develop SEO strategies – on-page and off-page, creating quotes, listings, etc. – social media, definitely Facebook, Instagram in some cases too. AdWords and paid media if required. ”
Connected: Read more about the growing importance of user-generated content.
The reputation platform processes social media, with messages from all feeds arriving in one inbox. “That saved my social team’s life. You don’t have to go through every Facebook page. “Remember seventy-six brands.
“Google [My Business] released its messaging function [for desktop] A few months ago, “said Stiles,” we were amazed at the number of users, and the Google app is not that good. When you manage that many pages, you will see a notification and you need to find out which page it came to. Reputation’s tool was great at bringing it all together. We can also see the key figures behind it – how long was our response time, do we receive more customer service messages or sales, etc. “
Stiles uses SpareFoot, a nationwide storage discovery site they refer to as Expedia of Storage. However, it also relies on local reach, with agents building relationships with centers of influence that are likely to be good sources of customers – apartment complexes, for example. “
To build websites, SAM works with The Storage Group because of its vertical expertise. Everything else is done in-house by an eight-person marketing team.
And so SAM has grown without trying too hard to market itself. “We have been concentrating well on our business,” said Stiles. “The success of our businesses has encouraged our owners to keep buying or recommending us to someone else.”
About the author
Kim Davis is the editorial director of MarTech Today. Born in London, Kim has been a New Yorker for over two decades, starting out in business software ten years ago. His experience includes SaaS for business, data-driven city planning for digital displays, and applications of SaaS, digital technology and data in marketing. He first wrote about marketing technology as the editor of Haymarkets The Hub, a specialty marketing tech website that later became a channel for the established direct marketing brand DMN. Kim joined DMN in 2016 as Senior Editor and became Executive Editor, then Editor-in-Chief, a position he held until January 2020. Prior to technology journalism, Kim was the associate editor of a hyperlocal news item for the New York Times website, The Local: East Village, and previously worked as an academic publication editor and music journalist. He has written hundreds of New York restaurant reviews for a personal blog and has been an occasional guest at Eater.