Developing a digital marketing plan for your self storage facility might seem overwhelming.
However, if you break it down into 10 “must have” components, you’ll end up with a comprehensive and realistic plan.
We’ll look at the general components before moving on to the technical aspects.
You must have a clearly defined budget. If your digital marketing plan is part of your facility’s overall marketing plan, be sure to clarify which dollars are earmarked specifically for digital marketing.
If your facility is brand new, your budget might be more substantial as you’ll need to optimize your website to serve as the centerpiece of your plan.
If you already have a site up and running, your budget will probably focus on pay-per-click ad campaigns and improving your SEO.
Your digital marketing goals should be closely tied to your business objectives. For example, if your goal is to increase revenue at your facility, your digital marketing goal might be something such as:
Each month, convert 10% of website visitors into renters with an average rental of $150 per month for 6 months.
Effective goals are specific, measurable, realistic, and tied to a particular timeframe. Our example goal meets all of these criteria. It is specific (10% conversion rate), measurable (length and income for online rentals), and tied to a deadline (monthly).
The realistic part depends on your facility. If you’re just getting started with digital marketing, your first goal might be establishing a baseline for website traffic and conversion rates.
Your goals will change as your digital marketing evolves and grows.
When crafting your digital marketing plan, identify specific goals for each month.
Aside from the monthly goals tied to business objectives, you might also want to schedule holiday or seasonal ad campaigns for your social media outlets.
For example, perhaps you’ll create a social media campaign for your Facebook page that runs during the holiday season to remind people that your facility is a great place to hide holiday gifts from prying eyes. For more ideas, see the Target Moments section below.
4. Action Plan and Tactics
Having an action plan and tactics help you meet your digital marketing goals. Below are some questions to consider.
- Who is responsible for implementing each task—the facility owner or the manager?
- How much time will be devoted each day/week/month?
- How will you track your progress?
- How will you spend your digital marketing dollars—optimizing your website, Google
- Ads, a Facebook ad campaign?
- What about non-paid digital marketing?
- Who is responding to your online reviews?
- Who monitors and posts on your social media pages?
- Is outside help needed? Do you need assistance optimizing your website or crafting and measuring an effective ad campaign?
Digital marketing can quickly become overwhelming, so identify what you can reasonably accomplish in-house and what to outsource. It is important not to bite off more than you can chew.
Start small, master one area, and then move on to the next. Rome wasn’t built in a day, and neither will an effective digital marketing campaign.
5. Customer Profiles
Digital marketing allows you to target potential customers according to demographic information such as location, income, age, interests, and purchase behaviors.
However, to target potential customers, you first need to know who they are. Creating buyer personas is one way to accomplish this goal. In a nutshell, buyer personas are “fictional, generalized representations of your ideal customers.”
You build buyer personas by learning about your current customers—where do they live, how do they use your facility, what are their hobbies?
By determining who uses your facility now, you’ll be able to identify people who have similar profiles.
6. Target Moments
Target moments involve identifying when potential customers might need your facility and building digital marketing campaigns that coincide with those moments.
As briefly discussed above, target moments can be tied to holidays (e.g., storing gifts at your facility) or other seasonal events.
For example, you might run a series of social media posts focused on boat owners when the boating season ends, and they need a place to store their boat for the winter.
If you’re in a college town, you might target students at the end of the school year who need storage during the summer.
Our research shows that most self storage customers live within a few miles of the facility. This means self storage facilities are ideal candidates for hyperlocal marketing. Hyperlocal marketing is precisely what it sounds like—targeting customers in a specific geographical area such a town or zip code (even a particular block).
When someone searches Google for a storage facility in your area, you want to ensure your facility shows up in the search results. To do this, keep your Google My Business page up to date and accurate.
StoragePug can help by tracking your search rankings versus your competition. We’ll help you see what your customer sees and how you rank against your competition on key search terms.
8. Conversion Tracking
Conversion tracking means knowing how many of your website visitors became customers.
StoragePug websites provide analytics, so you’ll understand where your website visitors are coming from and how they interacted with your site.
Because StoragePug’s online rental tools integrate with your management software, you’ll be able to determine how many visitors became customers.
Once you know your conversion rates, you’ll also want to focus on the visitors who left without becoming customers, which brings us to the next component.
9. Visitor Re-engagement
Have you ever visited a website and then felt like you were being followed around the Internet with ads for the site that you visited?
This is called retargeting (or re-marketing)—a form of online advertising that puts your ads in front of people who previously visited your site.
Statistics show that only 2% of website visitors become customers on their first visit. Retargeting helps you reach visitors who left your site without becoming customers. Google offers self-service re-marketing services, and another option is full-service re-marketing companies. For the pros and cons of each, check out this article by ReTargeter.
10. Optimized Keywords and Campaigns
Keyword marketing involves bidding to place your ad in the search results for particular keywords. The trick is figuring out which keywords produce the highest quality leads, as well as optimizing your ads.
The cost of each ad will depend on how competitive a keyword is (i.e., how many other businesses also want to use the keyword).
Cost-effective keyword marketing involves figuring out which keywords get results while costing the least. You can find an overview of keyword marketing here.
StoragePug’s in-house digital marketing team can create and maintain your pay per click ads.
Because we focus exclusively on serving self storage facilities, our team has conducted extensive research about the most effective keywords for self storage—giving you a leg up on getting your optimized ad campaigns up and running.
Developing a digital marketing plan can seem overwhelming. From optimizing your website to determining the best keywords to use for pay per click ads, you might feel unsure of where to start.
StoragePug is here to help. From building modern marketing websites to crafting effective ad campaigns, our team of digital marketing pros has extensive experience developing optimized websites and marketing plans for self storage facilities.
You don’t need to go it alone! Join the Pug Pack today!
To get more details on many of these topics, consider downloading StoragePug’s free Self Storage Marketing Playbook.
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