When looking for a self storage facility, most people begin by searching the Internet. They will also probably use Google, which has a 92% share of the global search engine market.
After entering their search query (such as “storage near me” or “RV storage in Denver”), the first thing they will see on the Search Engine Results Pages (SERP) is the ads at the top of the page.
These ads are typically followed by the Google 3-Pack (a list of three local businesses with locations shown on a map). Finally, users will see the organic (unpaid) search results.
To be at the very top of the SERP, your storage facility needs to venture into the world of self storage online ads and pay-per-click (PPC) advertising.
As the self storage industry grows more and more competitive, leads are becoming more and more valuable. From PPC campaigns to aggregators, it's impossible to set a marketing budget if you don't know what a lead is worth to your facility, and to find that out, first you need to know the lifetime value of your customers.
Leasing up your self storage facility is one of the biggest challenges an operator can face. In this Session, VP of Marketing for Absolute Storage Management, Grace Totty explains the different "silos" of marketing strategies and when to use them.