A Partnership with History
Sentinel Storage is 100% Canadian-owned and operated with 22 locations and 40 years of success in self-storing. With an increasingly competitive market and a change in customer service relations from offline to online, Sentinel Storage recognized the need to readapt to stand out in the crowd.
Having first partnered with Top Draw nearly 10 years ago, there was a recognizable shift in consumer marketing. At that time, more and more customers were using the internet as a business directory over offline advertisements and Sentinel Storage wanted to keep in trend with the change.
Services We Provided:
- Website design & development
- Content management
- E-Commerce custom integration
- Search engine optimization
- PPC management
- Monthly monitoring & site maintenance
Online Reservation System
Top Draw built one of the first mobile and tablet responsive designs in the self-storage industry and a website that better met the customer’s needs with an integrated online reservation system. To ensure a seamless integration, Top Draw built a custom API complete with online account management, a self-serving rental reservation request process, and the ability to pay bills online -- which was no easy feat. This successively saved countless hours and administration costs, costs that could now be utilized toward a new online marketing strategy.
Trending upward since the end of 2013, 53.11% of Sentinel’s total site traffic is strictly mobile.
Since April 2014, Sentinel can attribute 9627 Unique click-throughs from remarketing efforts – making up nearly 12% of PPC traffic – at an average CPC of $0.31!
Increase of 69% in organic traffic in just one year that has less than 40% bounce rate and an average session duration of 02:40!
Search Engine Optimization
As a customer-first business who recognized a change in consumer marketing, Sentinel Storage required Top Draw’s skilled search engine optimization strategists to conduct a thorough analysis of their target audience, and not just locally, but nationwide. Their analysis would provide the top key organic search terms in each part of the country along with client user preferences to such a degree that Sentinel Storage’s website ranks highest on a search results list. High ranking translates into an increase in brand recognition, an increase in sales and leads, plus the return of repeat self-storage users.
GeoCentric Online Re-marketing
Once Sentinel Storage became internet market competitive, it was time to up the ante. With the utilization of online marketing tools, Top Draw’s search engine marketing strategists led custom tailored geocentric ad campaigns that were competitor specific to target the top storage markets across Canada. This task was a substantial accomplishment as traffic to Sentinel Storage sites increased by another 96.22% from 2013 to 2014.
Continuing the Win
Top Draw continues to manage Sentinel Storage’s online presence for all 23 physical locations across Canada, and a prioritized component to managing each site is monitoring re-marketing campaigns against other storage competitors. Top Draw has dedicated a team to ensure Sentinel Storage remains a leader in the storage industry, and the numbers speak for themselves.
Today, Top Draw and Sentinel Storage continue to work together and each year they create a survey where an analysis of the results give both groups an insight on ongoing performances. As well as a new month-to-month strategic marketing plan for each Top Draw department to make growing changes to the website’s functionality and steadily attract more new customers.
Sentinel Storage is extremely pleased with our new web site and the ROI it delivers monthly! We attribute the success of the site to the expert search engine optimization services and professional design, usability and conversion services by Top Draw. The proof is in the numbers—currently Sentinel’s web site delivers 85% of ALL new business on average per month!