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At a loss for ideas on how to advertise your self-storage business? We’ve got you covered with this list of top 10 storage advertising ideas that work, plus five methods that aren’t so hot.
In today’s world, your best tool for advertising your self-storage business is a website optimized for local SEO. Most people who need self-storage conduct a Google search, usually something along the lines of “storage near me.”
By optimizing your website for search engines, you’ll ensure that your facility shows up in the top three results. This collection at the top is called the Google 3 Pack, and we wrote about it more in this article. At StoragePug, we build self-storage marketing websites that help you rank higher on Google.
Another way to ensure that you capture the top spot on Google is to use the pay-per-click Google Ads program. Using these targeted ads gets your facility in front of customers when they’re searching for self-storage businesses on Google Search or Maps.
This type of advertising is effective and affordable because you only pay for results—such as clicks to your website or calls to your business. StoragePug can help you design and manage these campaigns, or you can pursue the DIY route with the help of this article.
The third prong of your quest to dominate Google search results is to claim and fully maximize your Google My Business Page. This free tool helps current and potential customers learn about your business quickly and easily. Your listing will include important information such as your location and hours, but you can also share photos and information about promotions. Customers will see Google reviews for your facility here—a critical component of your online marketing.
A business without a social media presence can’t compete in today’s world. Social media is no longer optional—it is a requirement. Although your social media presence will depend on the resources you can devote to it; the minimum requirement is to establish a Facebook page for your self-storage business.
As the largest social network in the world, Facebook tops the list of social media outlets that you should use to market your business. In addition to establishing and maintaining an active Facebook page, also consider using Facebook’s targeted ads.
Although the top four ideas have all related to your online presence, don’t forget about good old-fashioned direct mail. Although you might be tempted to think flyers or letters are outmoded forms of advertising, the truth is that they can be surprisingly effective when used properly. We wrote about the pros and cons of using direct mail for self-storage in this article.
Another “old-fashioned” but tried and true form of advertising is signage. Besides investing in quality signage for your facility (especially if for storage facilities located near a highway or busy street), you should also consider billboards. To learn more about the dos and don’ts of billboard advertising, check out our blog post on “Using Billboards Effectively for Your Self-Storage Facility.”
Another option to consider is using the U-Haul Self-Storage Affiliate Network, which puts your business information on the side of a U-Haul van that tenants can use at your facility. Once customized, the van essentially functions as a mobile billboard, as well as a service for your customers.
According to the U-Haul website, if you rent the van every other day, you’ll probably make enough money to offset the annual graphic fee and meet the minimum revenue requirement.
Listing your facility in one or more online storage directories (such as SpareFoot or StorageFront) is important because these sites often show up first on search engine results and are optimized to convert online visitors.
A listing will also help you capture the business of consumers that like to comparison shop. If your facility isn’t listed, but your competitors are, you could be missing out! Find out more about the benefits of using such directories in this article from Inside Self-Storage.
Networking within your local community is critical for building your brand, getting referrals, and increasing awareness of your facility. Local networking might take several different forms. One form might involve joining and participating in your local Chamber of Commerce.
Another form is to get involved within your community—whether by sponsoring a local sports team or partnering with schools or local organizations for fundraisers. This article highlights different ways to network and promote your self-storage facility within your local community.
Finally, don’t forget to build relationships with businesses that can send customers your way—such as realtors, moving companies, and apartment complexes.
Referrals are one of the most effective (and least expensive) forms of advertising. Don’t forget to include it in your advertising toolbox! After all, most people prefer to use a company that someone else recommends.
Besides offering referral incentives to local businesses that send customers your way (see ideas in the previous section), you can also offer referral incentives to your current customers. We wrote about some referral incentives for self-storage in this article.
Last (but not least), consider using local classifieds. Be it in the form of a listing in a local classified paper, coupon mailer, or Craigslist post. Using a local coupon mailer (such as Money Mailer or Valpak) can be a good way to pay less for hyperlocal direct mailings.
Now that we’ve given you ten practical self-storage advertising ideas, here’s a list of five advertising methods that usually aren’t worth the time or money, unless you're confident in your ROI:
As you can see, this list is primarily composed of “old media” outlets—media that predominated before the Internet Age.
The problem with these media outlets is that use has been declining since the advent of the Internet (newspapers and Yellow Pages), or the costs are high based on return (radio and TV). Although Yelp is considered “new media,” it comes with its own set of problems, which you can read about here.
You’ll maximize your self-storage advertising efforts by focusing on the ten methods highlighted in this article. For best results, use as many as your budget allows. For more information on marketing your self-storage facility, be sure to download our free Self-Storage Marketing Playbook.
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