This interview is with John Reinesch, CMO at 159 Self Storage.

John Reinesch, CMO, 159 Self Storage

John, can you tell us a bit about yourself and your journey to becoming an expert in business, entrepreneurship, and marketing?

I've spent over a decade helping small businesses grow through digital marketing, with a focus on SEO, PPC, and customer-acquisition strategies. My journey began in local marketing agencies, then transitioned to freelancing, and eventually, I built my own agency. Along the way, I’ve refined my skills by working with clients across industries, with a special passion for helping entrepreneurs scale their businesses efficiently. Now, I specialize in self-storage marketing, combining my real estate interests with marketing expertise.

What pivotal moments or decisions in your career path led you to your current expertise and success?

One pivotal moment was transitioning from working at local marketing agencies to freelancing, which gave me the freedom to refine my skills and focus on delivering results. Another key decision was specializing in the self-storage industry, where I combined my passion for real estate with my marketing expertise, allowing me to create tailored strategies that drive measurable growth.

Many aspiring entrepreneurs struggle with identifying a unique business idea. From your experience, what advice would you give to someone struggling to find their niche?

Focus on solving a specific problem for a particular audience, especially in areas where you have experience or passion. Look for industries where your skills can provide unique value or where existing solutions are outdated or inefficient. Often, your niche will reveal itself as you start testing ideas and listening to the needs of your target market. I chose storage because I was interested in the industry, but I also knew that my skill set in SEO and PPC works very well in that industry.

You've talked about the importance of data in your marketing approach at 159 Self Storage. Can you share an example of how understanding your target audience's needs and preferences led to a successful marketing campaign or business decision?

At 159 Self-Storage, we identified that price was a major concern for our customers, especially in a competitive market. Initially, we were the highest-priced facility and struggled with occupancy. After lowering our rates and updating our marketing message to emphasize affordability and value, we saw a significant uptick in leasing activity. This shift in strategy directly addressed our target audience's needs, driving faster occupancy growth.

Building a strong online presence is crucial for businesses today. What strategies have you found most effective for attracting and engaging your target audience online?

The most effective strategies I’ve found are leveraging SEO and Google Ads to attract and engage our target audience. SEO helps us rank organically for key search terms, driving long-term, high-intent traffic. Google Ads, on the other hand, allows us to target specific audiences quickly and capture leads at various stages of the buying journey, ensuring we stay visible and competitive. Through Google Ads, we are able to target people in a larger city that is more difficult to rank organically through SEO.

Marketing trends are constantly evolving. How do you stay updated with the latest trends and adapt your strategies accordingly?

I test new strategies and tools regularly, analyzing what works best for my clients and my facility. Staying adaptable and analyzing the data has been the biggest help to me.

What are some common misconceptions about entrepreneurship that you've encountered, and how would you advise someone entering the business world to overcome them?

A common misconception is that entrepreneurship is all about freedom and instant success, but in reality, it involves hard work, persistence, and resilience. Another is the belief that you need a perfect idea or plan before starting. I’d advise new entrepreneurs to focus on taking action, learning from failure, and staying adaptable as they refine their business.

Failure is an inevitable part of entrepreneurship. Can you share a time you faced a significant setback, and what valuable lessons you learned from that experience?

Early in my career, I launched a service offering without fully understanding my target audience's needs, which led to poor results and client churn. It taught me the importance of deeply understanding the market and validating ideas before scaling. Now, I prioritize customer feedback and data to ensure every offering is aligned with real demand.

What advice would you give to your younger self just starting out in the world of business and marketing?

I'd tell my younger self to focus on building strong systems and processes early, as they are key to scaling any business. Also, don't be afraid to niche down and specialize—doing so allows you to stand out and deliver greater value. Finally, embrace failure as a learning opportunity and stay patient; success takes time and consistent effort.

Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?

Check out 159 Self-Storage if you are in the Navasota or College Station, Texas, area.