The self storage industry is booming and shows no signs of stopping its upward growth trajectory. This is excellent news for many self storage facilities; higher demand for their services means higher sales.
However, storage companies need to level up their digital marketing strategies to pull ahead of fast-moving and aggressive competition.
An inbound marketing strategy is one of the most effective methods to find leads, increase brand awareness, and generate sales for storage facilities. It is a customer-centric digital marketing approach mastered by Bluebird Storage Marketing, that focuses on attracting, engaging, and delighting customers, so they not only avail of your self storage unit but also advocate for your business.
If you’re looking to take your self storage business to the next level, here are 12 tips inspired by inbound marketing practices from a self storage marketing agency like Bluebird.
1. Identify Your Storage Facility Target Market
The storage industry is very competitive. It seems like new self storage facilities are cropping up monthly to challenge yours. A self storage marketing agency would advise that for you to succeed, you need to identify your target market or potential customers and focus your marketing efforts on reaching them.
Consider the following when setting your target market:
- Who are the people most likely to use your self storage facility?
- What are their needs, wants, and motivations?
- What are their demographics?
- Are you targeting businesses or individuals who need storage facilities?
Defining your target audience will help you create marketing messages that resonate with them, attract their attention, and make them choose to rent your self storage units.
2. Research Your Self Storage Facility Competition
If you haven’t already noticed, more storage companies are now ready to compete with you with their gloves off. A self storage marketing agency would “scope the enemy” first, and you should to.
Take some time to run a competitor analysis by observing, researching, and studying their marketing efforts to see what works and what doesn’t. You can gain valuable insights from their actions to help create a better self storage marketing plan.
3. Build a Strong Self Storage Brand Identity
Your self storage company should have a strong brand identity. It is what will set you apart from the competition. Your brand is more than your company name, slogan, and logo. It should also reflect what storage customers feel and experience when they interact with your business.
Your brand identity should be reflected in every aspect of your communications, from your website to your social media posts and all aspects of your internet marketing activities.
Here are some elements of a strong brand identity as identified by a self storage marketing agency:
- Recognizable logos
- Consistent font and brand colors
- Professional looking self storage websites optimized for mobile devices
- Search engine optimization tweaked web pages
- Good online reputation
- Consistent online visibility
- High-quality self storage photos and videos
- Well-written, error-free self storage copy
4. Generate Traffic Through Self Storage SEO-Optimized Content
Developing a self storage SEO strategy is one of the most effective ways to reach your target market. Self storage SEO is also essential if you want your storage website to rank high in search engine results. Generate traffic to your self storage website by creating SEO-optimized content.
Start by doing keyword research, using Google Search Console and other tools, and then create content around storage-related keywords that potential customers will be actively searching for. Content includes publishing blog posts, producing podcasts, sharing infographics, and posting on social media, and more. By optimizing your storage website for relevant keywords, you can attract more website visitors who are interested in self storage.
However, SEO can get complicated if you are not a specialist. SEO rules and trends change almost daily and you getting the services of a self storage marketing agency with SEO expertise might be your best bet to get your SEO strategy right.
5. Focus On Local Search Engine Optimization
Local SEO campaigns are another self storage marketing agency favorite to get to the top of organic search results. This storage SEO campaign focuses on optimizing your self storage facility’s web presence, making it more visible in local search results. It will increase the chance of your customers finding you while searching for self storage units near them.
Leverage Google Business Profile (formerly Google My Business), one of the most powerful self storage marketing tools at your disposal. This free listing on Google can help improve your organic ranking and put your self storage business in front of local searchers. It is integrated into what was Google Maps. It will show customers where your storage facility is, its contact details, operating hours, high-quality photos and videos, and customer reviews and testimonials.
6. Invest in Self Storage Facility PPC and Local Advertising
While an organic inbound marketing strategy will help your storage business grow, running paid ads will also help support your other marketing activities. You can set up a PPC or pay-per-click advertising campaign where you can place ads on Google and other search engines for your self storage facility.
You can even make placements on social media platforms such as Facebook and only pay when someone clicks on your ad and visits your website. You’ll reach a wider audience and increase brand awareness with Google text and display network ads. There is also Google Local advertising, another form of Google ads where you pay per lead, or only when someone contacts you through the link, and not just when they land on your site.
These are just some of the many ways you can use PPC and local advertising to market your self storage business. To ensure you don’t go over your marketing budget and that your campaigns stay effective, consult with a self storage marketing agency like Bluebird Storage Marketing.
7. Engage In Self Storage Social Media Marketing
Social media should be a key part of any self storage digital marketing plan. Platforms such as Facebook, Twitter, and Instagram provide an opportunity to connect with potential and current customers, build relationships, and increase brand awareness.
Using social media can help improve your SEO ranking, generate leads, and boost sales. You can post engaging content, run ads, offer promotions, answer customer questions, and more. You can even use social media to drive traffic to your website, where they can learn more about your business and what you offer. It is also a great way to ask for online reviews so potential customers can read them and decide.
8. Reach Self Storage Customers Via Email Marketing Campaigns
Email marketing is still one of the most effective ways to reach your target market. Send out monthly or bi-weekly newsletters with self storage tips, discounts, special offers, promotions, or updates to keep your customers engaged.
You can also use email marketing to generate new leads by running campaigns and including a CTA or call-to-action that encourages recipients to visit your website or self storage facility. Use an email signature with links to your social media accounts and storage website so recipients can easily find you online.
Many third-party email providers can help you segment your email list, so you’re only sending relevant information to those interested in hearing from you. Take advantage of the various automated messages you can send your audience, such as birthday greetings, bill reminders, invites to spot-check their unit, etc.
9. Capture Leads With Forms and Offers
Capture leads on your site and via email by using forms and offers. You can place sign-up or opt-in forms on your storage website in exchange for a free resource such as a packing guide or a virtual video tour. Offering giveaways, special deals, and discount coupons are other ways to encourage leads to sign up for your self storage facility.
You can also use the information on your self storage rental agreements from new tenants and even develop a referral program for your customers so they can bring in more customers from their personal or business network.
10. Use Videos of Your Self Storage Unit
Videos are a great way to show off your self storage facility and units. You can post them on your website and social media platforms or run video content ads. Show potential customers what your storage units look like inside and outside.
You can also create videos highlighting the key features of your self storage business, such as security cameras, climate-controlled units, 24/7 access, etc. If you offer any unique services, such as RV storage or car storage, be sure to include that in your video marketing strategy.
11. Track Your Self Storage Marketing Results
It’s important to constantly track the results of your self storage SEO efforts, social media, Google PPC campaigns, and EDM strategies to know what’s working and what’s not. It will also help you save time and money in the future.
Go back to your goal and identify which KPIs you need to track, such as traffic, conversion, engagement rates, and of course, if you have an increase in sales. This data will help you develop better, more successful marketing strategies.
12. Hire a Self Storage Marketing Agency
Self storage marketing is a 24/7 endeavor, and it can get overwhelming. There are so many moving parts, with many tactics you can apply to your business, but at the same time, you need to work within your marketing budget.
And while you can DIY your marketing efforts, hiring a self storage marketing agency is an investment that can save you time, money and a lot of stress in the long run.
Bluebird Storage Marketing can help you with all aspects of your digital marketing plan and provide expertise, guidance, and support so you can focus on running your business while they take care of the marketing.
A good self storage marketing agency like Bluebird will also have a team of experts who are up-to-date on the latest trends and changes in the industry. They can create customized strategies based on your specific goals and target market.