While many self-storage marketers are coming around to the ‘content is king’ manifesto by creating buyer personas and customer journey’s, there’s still progress to be made. According to TopRank Marketing, 65% of marketers don’t know what content is effective versus what isn’t. And many have not taken the time to document their self-storage content marketing strategy.
Instead of throwing blogs against the wall to see what sticks with prospective customers, move through the customer journey map instead.
To help your self-storage marketing team avoid potential content pitfalls, we’ve outlined some commonly-made mistakes that marketers make.
In this post you’ll learn:
The saying of ‘if you don’t take care of your customers, someone else will’ applies here. One of the best aspects of customer journey maps done right is the fact that internal bias is removed. The game has changed, and customers are in control, writing the rules for us marketers. Every piece of content your self-storage marketing team writes must serve them in some way, or it’s nothing more than self-promotional fan service. Remember the 65% of marketers that write content they think their customers will like, but really aren’t sure?
Instead of approaching content with blinders on and bias turned up, incorporate data, Google Analytics metrics, heat mapping, etc. into your customer journey map, alongside the pain points, emotions, and need states of your customers. This adherence to a customer-centric approach will reward your facility with loyal, educated customers that choose you despite the numerous storage options available to them.
“But it just took three solid weeks of meetings and planning to create the first personas and customer’s journey!” We understand the sentiment, but customer behavior and the competitive marketing landscape moves too quickly for any team to stay comfortable long.
As a rule of thumb, try to re-engage and update your dedicated personas and customer journey map every six months to a year. While your self-storage marketing team won’t be reinventing the wheel when it readdresses its customer journey map every six months, it will ensure that your team is taking any changes into account, and that proactive approach will ensure your content stays relevant to the personas you’ve identified.
Since your self-storage marketing team has spent valuable time creating its personas and customer journey map, why not share those insights with new employees? Whether the individual was hired as the facility manager, accounts payable director, or landscaping, take the time to share the asset your team worked diligently to create.
The biggest benefit your facility can obtain from sharing this information in the beginning of the onboarding process is that it will help in creating a seamless experience for your prospective renters from the beginning. A couple ancillary benefits are the fact that sharing the customer journey map will show your facility’s commitment to its customers and will help your facility receive internal buy-in on the strategy by making even new employees feel involved and an important factor in the strategy’s success.
Who would have thought data, demographics, psychographics, and creativity would help self-storage marketers provide better experiences for customers? Once your team stays in the habit of creating/updating its customer journey map, it will be able to create and promote content that truly speaks to them at the right place, during the right time.
Of course, if your team has avoided the mistakes we’ve outlined but is still having difficulty gauging where it’s missing the mark, contact us. We’ll do our best to help your facility with creating customer journey maps that stay with your customers, even after they rent from you.