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Yellow Pages: Still an Effective Strategy for Self Storage Facilities?

July 16, 2018

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It used to be true that if you wanted your business to succeed, you needed a listing in the Yellow Pages, so potential customers could find it with ease.
4 min

It used to be true that if you wanted your business to succeed, you needed a listing in the Yellow Pages, so potential customers could find it with ease.

Instead of trying to make it to the top of Google search results, names that got you to the front of the phonebook were in high demand.

In the end more traffic on your websites translates to more units rented.

Remnants of this strategy can been seen still today in names such as A Self Storage, AA Self Storage, AAA Self Storage, and even AAAA Self Storage.

Yellow Pages still plays a role for some companies and clients.

However, it is not as strong of a strategy for self storage facilities as it used to be.

In fact, it would almost be a waste of money to take out an ad in the physical Yellow Pages. Even so, Yellow Pages has adapted and offers online marketing services, such as advertising.

This leads many self storage facilities to wonder whether this is a good strategy, particularly since having a Yellow Pages listing helps SEO to a degree.

 

Download our Self Storage Marketing Playbook eBook here for free.

 

There Are Some Disadvantages

Everyone will have a unique experience with the Yellow Pages, just like they would with other similar listing websites.

Overall, experts report that their clients face numerous struggles with Yellow Pages that can counter the benefits they experience while using those services.

For example, those with a Yellow Pages contract may find it incredibly challenging to get out of that contract.

 

Yellow Pages Cannot ‘Do’ SEO

If you stay with Yellow Pages because it claims it is doing SEO for your website, ask yourself whether this is even possible.

To optimize a website, you need access to the content to work in keywords. If Yellow Pages does not have access, there is no way for it to ‘do’ your SEO.

There is even a page on their website that basically affirms this. Keep in mind that SEO is not the only type of online marketing. Yellow Pages might use other strategies to boost your rankings or increase your number of links and clicks.

 

Look at Analytics to Know

The best way to know if any type of marketing strategy helps your self storage facility and is worth it is to look at your analytics.

Most reputable companies that offer marketing will provide you with some sort of analytics or measurement to see the success of the strategy in an objective way.

This may be in the form of website visits or clicks over a given time, in which case, an increase in the count after beginning to follow the marketing strategy indicates it is effective.

At the very least, you should get a free listing on the Yellow Pages since this will increase your online presence slightly.

A paid service may not be worth it, but you will typically get a better value from somewhere else.

 

Physical Yellow Pages Will Not Be Effective

While using the digital Yellow Pages could be effective for your self storage facility, putting an ad in the physical Yellow Pages will not.

A recent compilation of statistics comparing the phonebook to local online searches cited that 70 percent of Americans don’t bother opening their phonebooks.

Plus, only 11 percent regularly use it, according to MSN.

With so few Americans even using the physical Yellow Pages, placing an ad there would lead to an incredibly low return on investment, if any.

Get in touch with us at StoragePug to learn more about our digital marketing services for self storage — or to schedule a demo.

 

To read more about my favorite StoragePug features, take a look at:

 

StoragePug is a modern marketing company for self storage. We create intelligent marketing websites that allow you to rent units & take payments through your facilities' website.

 

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