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Leveraging Search Engine Marketing to Gain Market Share and Boost Sales
WebMetro's expertise and techniques resulted in Public Storage capturing a 31% increase of online market share and an average of 88% month over month increase in online sales.
The Challenge
Public Storage began offering self storage rentals to consumers in 1971. Over the last 34 years Public Storage has grown to manage over 800,000 self-service storage spaces in 80 U.S. cities. In order to help fill occupancy levels of available storage spaces, Public Storage asked WebMetro to identify their online marketplace; effectively penetrate and increase their market share in a very competitive online landscape; generate a high volume of sales; and minimize their marketing costs to produce a high ROI.
The Solution
WebMetro's effective reach-discovery phase isolated and segmented their online consumer base into tiered groups based on their propensity to commit to renting storage space. Next, WebMetro built creatives, using trigger optimization practices, to isolate a higher level of consumer commitment. WebMetro linked the consumer to a properly aligned landing page that provided the necessary variables of the buy funnel to increase conversion rates. Finally, WebMetro performed sophisticated e-Metrics and ROI analytics to efficiently improve the Public Storage marketing campaign. WebMetro's techniques resulted in a 31% increase of online market share and an average of 88% month over month increase in online sales.
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