The self storage industry in America is experiencing unprecedented growth.
But, when an industry booms, competition abounds.
How can your storage facility stand out from the crowd? By implementing the best self storage marketing ideas!
It’s easier said than done, though.
Most self storage owners are focused on investment strategy or day-to-day operations.
They’re trying to get the big picture right, and they don’t always have time to focus on self storage marketing ideas and creating that pipeline of customers in order to drive revenue.
Let’s make this as simple as possible.
Here’s a look at the 7 best self storage marketing ideas — tactics that are working right now to help self storage businesses claim more than their fair share of the market.
The term “search engine optimization” gives a lot of self storage owners and managers hives.
But SEO doesn’t have to be mysterious. Here’s a simple way to break SEO into 2 broad categories:
- On-Site SEO: On-site SEO involves identifying keywords that your target audience is searching for, and then effectively embedding those keywords throughout your website. Advanced on-site SEO tactics include proper headlines and subheadlines, appropriate tags and meta descriptions, optimized images, as well as the use of optimization plugins like Yoast.
- Off-Site SEO: Google’s original algorithm was based on how many other sites on the Internet included links back to yours. That is, Google ranked your site higher if there were lots of sites that linked to it. The algorithm is a little more complicated now, but it’s still important to spread links to your site around the Internet — and creating those links is known as off-site SEO.
Again, if you’re simply a real estate investor involved in self storage for the returns, or a self storage manager simply keeping up with day-to-day operations, you don’t have time to get into the weeds on SEO.
That’s one reason why SEO companies are popping up everywhere, providing on-site and off-site optimization services for small businesses.
SEO helps you build an audience organically and free of charge.
But it’s also a good idea to pay for some inbound traffic — and one of the best ways to do that is through pay-per-click ads.
More traffic means more units rented.
Google lets you cheat your way to the top of the rankings with its AdWords program.
AdWords is called a pay-per-click program because you pay a certain amount every time someone clicks on your ad.
You can also create pay-per-click ads on Facebook, which is a little more cost-effective than Google.
The cool thing about Facebook is that you can craft an audience based on specific details, including location, age, gender, interests, etc.
If you really know the type of customer you want to reach, Facebook lets you connect with just that type.
Pay-per-click ads are effective — if you know what you’re doing.
That is, you can’t just slap together some text or a display ad and expect to get results.
There are ways to make the most of the space available to you so that you maximize your return on an investment in pay-per-click ads.
The last thing you want to do is spend a lot of money — and not see any results.
SEO and PPC ads are definitely new marketing tactics.
But the old-school stuff still works, too.
You can spend a Saturday canvassing the area immediately around your facility, placing flyers in door handles, and get a serious burst of inquiries.
Flyers are a cost-effective tactic, too.
Spend a little time and money on design and printing, and then invest a little bit more in hiring someone to place them — or you can always do the grunt work yourself.
Consider flyers a tool that you can use to create a wave of interest at times when you have lots of space available.
Flyers can be a great tool for filling empty units in short order.
Billboards are a classic self storage marketing tactic and one that still works when you need to get your message out to a localized audience.
You can make a relatively small investment to rent a billboard close to your facility — one that provides directions to your location or that shares specials or incentives.
Billboards aren’t a great fit for every self storage facility, so analyze your specific situation. You want to find billboards that are:
- Close to your location
- In high-traffic areas
- Available at a price that fits into your budget
Absent those 3 characteristics, you may want to invest your marketing dollars elsewhere.
5. Referral Incentives
This is one of the most powerful things you can do to develop a strong pipeline of renters.
Referral incentives are the engine that drives word-of-mouth.
For example, offer a free month to anyone who refers a customer (who then rents for some set period of time in the range of 6 months), and you’ll find that inbound calls and online inquiries shoot through the roof.
Just be careful about how you craft your incentives.
You want your incentives to drive lots of new inquiries, but you don’t want them to be so favorable to the referrer that you barely see any benefit.
6. Community Involvement
Not only is community involvement a good thing to do, it’s also a nice way to get your name out there.
Consider sponsoring a local high school team, or consider entering a float in your neighborhood’s Fourth of July parade.
The more involved you are, the greater the benefit you’ll enjoy.
But what exactly is the benefit of community involvement?
It’s a long play to be sure, but it’s one that will eventually pay off.
Think about it this way: When you’re involved in your local community, you become the obvious choice whenever community members need your services.
And that’s a strong position to be in when you own or operate a self storage facility.
7. Online Rentals
Here’s a tip that can’t be shared often enough: Make it as easy as possible for prospects to rent units.
Today, given our connected world, most prospects don’t want to pick up the phone, and they certainly don’t want to visit your location to fill out some paperwork. So make it easy for them to secure rentals online.
This will require some website work. But, when you have in place a system for online rentals, you’ll find that more and more prospects are choosing your units simply because of how easy the process is.
Online rentals are an essential part of your self storage marketing strategy.
StoragePug: We Make Marketing Easy
When you own a self storage business, the last things on your mind are SEO tactics, effective PPC ad ideas and web development that will allow for online rentals.
And, when you manage the day-to-day operations of a self storage facility, you’re too busy working with customers to focus on these important marketing ideas.
That’s why StoragePug exists — to make marketing ideas easy.
We can build online rental systems, create and execute effective SEO strategies, as well as run PPC campaigns that actually deliver results.
Get in touch today to find out how we can boost your self storage business.
For more self storage articles, take a look at:
- Self Storage Websites that are Fast, Modern, and StoragePug-Managed
- Self Storage Websites: 8 Ways to Convert Leads
- Self Storage Marketing Playbook [Free eBook]