Do you Know What’s Working for you Online? Here’s how to find out!

Mario Feghali, Co-Founder SpareFoot.com

I will conquer the internet once

my website is built. People will

flood to it en masse.

Building a website is just the start.

Getting traffic is not easy & can be

expensive.

Requires constant monitoring &

iteration.

Perception vs. Reality

You have a website, now what?

1. What’s the goal of having a website?

A. Look prettyB. Have great animationsC.To get more tenants

The Goal of a Website is…?

Save Money by Tracking

What is analytics?The process of measuring marketing performance and efficiency.

• Why should you care?– Every year, storage companies spend

millions of dollars advertising their business but few know what is working.

But Wait! There’s Good News• Free ways to get traffic

– Local search business listings– Local city guides– Online classifieds– Social media

• Paid ways to get traffic– Search engine marketing aka SEM (PPC, banners, etc)– Search engine optimizations aka SEO (not always paid)– Online Aggregators (SpareFoot.com, Selfstorage.com,

selfstoragefinders.com, usstoragesearch.com, upickstorage.com)

Online Marketing Channels

What do internet users do?Call

Do you have a number on your site?Can you track it?Fill out a formWhat information do you collect?How do you follow up?NothingHave an online coupon?Provide directions to your facilityRetargeting*

Mario’s Storage

A new storage company that just built a website!Needs clarity into how consumers are actually using his site.Wants to get more tenants.

Web AnalyticsGoogle Analytics

Powerful, easy to use, and FREE!Track your online activity Sign up: http://www.google.com/analytics/

• What can I track?– Basically anything you can think of:

Number of visits Bounce Rates Traffic SourceTime on site Page Metrics Specific GoalsPageviews & Much More

Easy to follow

Track by Traffic Source

1. mariosstorage.com 2. /size-10x10.html

3. /thank-you.html

What’s the Goal?

Conversion Funnel

500

200

10

Step 1: Get to home page

Step 2: Pick a unit (/size) 40%

Step 3: Confirm (/thank-you) 5%

10 rentals total. What if each click cost $3.00?

Track Calls Easily

Call TrackingSet up unique numbers you can attribute to specific sourcesMeasure the number of calls receivedRecord each phone call

• Callfire.com• $3.00-$6.00 /number & $1.00-$2.00/month• Can be applied anywhere

Pick a number…any number

*Add tracked number to webpage

Track Call Metrics

Type Sum Average Duration (sec)Live Answer 5 158.26Answering Machine 3 20.37Transfer 2 90.65Busy 1 2.34Error 0 0.0No Answer 3 0.0Misc 1 30.24Total 15

Measure EverythingOnline Marketing

SEOPPCLocal business listings (example)Online classifieds, directories, more…

• Offline Marketing– Print ads– Flyers (example)– Signs

Track here

Call: 512-350-3595

Performance of Flyer

50

20

1

Step 1: Students page (/students)

Step 2: Pick a unit (/size) 40%

Step 3: Confirm (/thank-you) 5%

Let’s also assume 3 calls that all turned into rentals. Is this good?

1000 flyers that cost $2.00 a piece

Tracking is Powerful

If you can measure it, you can manage it

• Call Tracking– Callfire.com

• Web Analytics-google.com/analytics

• Applications to online and offline marketing

Mario Feghali, SpareFoot.commario@sparefoot.com661-302-6001