Successfully marketing a self-storage facility must be tough right?
Not necessarily, with the right guidance and actions taken, you can leverage your storage business to become the premier destination for those seeking extra space.
To become the facility that potential customers rent from by utilizing the marketing strategies below. . This will ensure your storage facility is found via Google PPC, Sparefoot listings, and by driving by the location.
I will take you through the marketing strategies that we use for our Self Storage clients.
PPC and Local SEO for Self-Storage Marketing
Mastering PPC (Pay-Per-Click) and Local SEO can significantly elevate the visibility of your storage facility. By running targeted ads alongside a few SEO strategies, you can broaden your reach and enhance your chances of converting potential customers online.
In the following sections, I look into how you can effectively harness both strategies to your advantage.
Understanding PPC for Self-Storage Facilities
If you are new to PPC, let me give a quick rundown.
This form of advertising is a system that allows you to promote your self-storage on Google, ensuring your facility is seen by a wider audience actively searching for this type of service.
For example, your storage facility could be among the top results in search engines through the effective use of Google Ads.
This helps increase visibility, bringing your business closer to potential renters looking for extra space.
Most people who use self-storage facilities are within 20 minutes away from their chosen location.
Imagine this scenario – a family is moving houses and they’re searching Google last minute trying to find somewhere local where they can store their belongings temporarily. If you’ve used Google Ads effectively, your listing will be one of the first businesses they see.
And since we know that near-me search traffic is primarily driven by mobile devices (93%), having an online presence with good marketing practices goes beyond convenience – it’s essential.
To learn more about setting up your PPC campaign, visit our in-depth article here.
Implementing Local SEO Techniques
Local SEO is the most effective digital marketing strategy to help customers find your storage facility. Here are some steps to get you started:
- Title and Description Tags: These HTML elements matter in SEO as they serve as mini-ads that need careful crafting to grab a searcher’s attention. Both should describe your storage facility, include keywords like the area you are located in, and stay within 55-60 characters. The Title Tag is also a ranking factor because it offers specific keywords for users’ search queries and ensures relevance to their search intent.
- Google Business Profile: It’s a vital local SEO strategy for local businesses. Claim and optimize your Google Business Profile to rank in the local map pack. . Populate it with relevant information, respond to reviews, and keep it up to date (more details later).
- Online Reviews: Online reviews are highly influential, with up to 83% of people trusting them as much as personal recommendations. When you get started, focus on generating ten 5-star reviews on your Google Business Profile. This should a very high priority. Encourage happy customers to leave reviews on Google. A great way to get started is to ask your customers during a face-to-face conversation after they finally booked their storage space that day.
- Service Pages: Create individual pages for each service your facility provides. This allows for better optimization for location and relevant keywords, providing more content for both readers and search engines. Boat storage, classic cars, etc. make sure they have their own separate pages!
- Online Directories and Citations: Ensure your business is listed accurately on top online directories and local citation sites. Consistency in your business’s name, address, and phone number across various directories gives you credibility across the internet and in the eyes of Google.
Digital marketing has transformed how businesses reach potential customers. For self-storage facilities, the competition can be tough, and local SEO strategies can give you a significant edge.
Location Targeting: Attract Renters Near You
To attract potential renters searching for nearby options, it’s crucial to optimize your website for local searches. Most people prefer close self-storage facilities as convenience plays a big role in their decision-making process. Running an audit through us can also help better tailor your SEO strategy accordingly.
The key here is using specific keywords that highlight your location – city name or neighborhood – along with terms related to ‘self-storage’. But remember not to overstuff these keywords, use them naturally within informative content.
Sponsoring Local Events: Build Your Brand Locally
Community involvement builds trust among locals while enhancing brand visibility. Sponsoring neighborhood gatherings or networking events serves this purpose well.
You might be thinking, how do offline events build my online marketing presence?
Involvement like this allows more people to recognize you when they see online ads or come across mentions on social media platforms later on.
You should also use these as an opportunity to strengthen your link profile, an essential part of any good SEO strategy.
Engaging with the local community could mean hosting charity drives, offering storage spaces for local events, or simply participating in neighborhood festivals. This involvement creates a buzz about your business and can often lead to word-of-mouth referrals—both online and offline.
This is also a great way to get reviews from your customers all in one area. Don’t be afraid to put yourself out there and ask your customers for that 5-star you deserve!
Claiming Google Business Profile
If you’re running a self-storage facility, one of the first things you need to do is make sure your online presence is as noticeable as possible. A strong online profile can significantly boost your web traffic and help potential customers find their way to your storage doors!
Claiming Your Google Business Profile
The process of claiming your Google Business Profile isn’t complicated, but it’s definitely worthwhile.
It’s about more than just having an address or phone number listed. It gives visibility in search engines and offers control over how your business appears in results.
A claimed profile also ensures that your clientele has an easier time finding you when they use ‘near me’ searches or when they search for your facility
Tip: While Google is the most important profile to claim some users do use Bing Maps and Apple Maps. Claiming your profile on those two platforms is worthwhile.
How to Collect Google Business Page Reviews: Building a Strong Online Reputation
Running a successful self-storage business requires building trust and providing excellent customer service, which helps to shape your online reputation.
The way people perceive your storage facilities plays an enormous role in the success of your business. This is especially true given that Google Reviews can significantly impact consumer decisions and how well you rank in the map pack.
How do you go about constructing this strategy? See below!
Maintaining High-Quality Storage Units
Your physical assets are often the first interaction potential customers have with your brand. They expect clean, secure storage units.
A well-maintained facility speaks volumes of your commitment to client satisfaction.
Prioritizing Customer Service Excellence
Cultivating a strong bond with customers goes beyond transactions at the counter, it seeps into every interaction they have with any aspect of your company from phone calls to social media engagement.
An excellent strategy for achieving high-quality customer service is making sure staff members treat each question as if it were asked by their best friend. This provides helpful advice while respecting personal boundaries, and addressing complaints promptly and professionally.
Remember: Ask for the review. Let me repeat. Ask for the review. Doing all this is great, but asking your customers for a review is the number one way you will get your facility at the top of the Google map pack.
A number of our self storage clients have had success with a script that has the customer service rep mention that part of their performance review is based on these reviews and it would mean a lot if they left a review mentioning their name.
Leveraging Social Media Platforms
Social media platforms provide unique opportunities for interacting directly with current and potential clients on a more personal level. Regularly posting relevant content keeps followers engaged and increases visibility (a vital step toward improving your digital footprint).
Use platforms like Facebook and Instagram to showcase the value you bring (like climate-controlled units for temperature-sensitive items). These users are also growing on mobile, so having a social media presence is a necessity these days.
To further enhance your online presence and attract potential renters, consider integrating services like SpareFoot.
Should You Use Sparefoot?
If you’re looking to streamline your online rental process and possibly offer a month free to attract customers, SpareFoot might be the platform for you.
Let’s explore whether using SpareFoot could bring benefits to your self-storage marketing plan.
SpareFoot: A Brief Overview
SpareFoot is a marketplace that connects people in need of storage with available options near them. This service allows potential renters to access numerous choices at their fingertips.
It offers another t avenue to increase visibility for self storage facilities. The way SpareFoot works is you bid a multiple of the first months rent. In less competitive markets this may be 1.5 – 2x rent. In more competitive markets we’ve seen instances where you need to bid 3 – 3.5x your units monthly rent to show up on Sparefoot. At best it’s on par with Google Ads, but typically its less effective way to spend your marketing budget. That said you can always use a less competitive bid, say 1-.15x monthly rent and experiment.
Customers are always looking for a self-storage industry – maintaining visibility should always be a priority.
A Month Free: An Enticing Offer?
We all know how appealing ‘free’ sounds. It gets me every time! So why not offer a month free on top of high-quality photos? That’s bound to draw attention from potential renters considering several factors before deciding where they want their items stored safely away from home or office premises.
While this strategy may seem enticing and effective in drawing attention, it’s crucial to ensure your business can sustain such a promotion without compromising its profitability or service quality.
Building Trust with SpareFoot
When people see your facility on SpareFoot, they know it’s reliable because of their trust in the platform just like in Google. A solid online presence on trusted sites like this can really boost your reputation and bring more customers to your door.
The Importance of Other Online Profiles
Beyond Google’s offerings and using SpareFoot lies another important area – other platform profiles such as those offered by Apple or niche-specific sites like Selfstorage dot com. These often-overlooked gems can provide additional ways for potential renters searching for extra space storage options to discover what you offer while improving overall SEO performance too.
Making use of these profiles isn’t only about being found easily, it’s also about building trust with potential renters which could lead them toward becoming actual tenants. For example: Who wouldn’t feel more comfortable renting from a storage facility with a verified business account on Apple, Google, Yelp, etc? Completed pages with positive reviews and up-to-date information? Sign me up!
Utilizing these additional platforms can ensure that your business stands out from the competition.
The Role of Social Media in Self-Storage Marketing
A lot of clients ask us about using social media to market their facility. Anecdotally, we’ve seen very limited success marketing self storage facilities through paid or organic social media.
We generally advise against any type of paid social. You’re usually better off spending that money on Google Ads, Local SEO or even Sparefoot.
Having active profiles where you post intermittently is easy to do and provides a small amount of value. I would recommend using a social media aggregator that pushes the posts out to various platforms and to batch it (eg: line up a dozen posts six months at a time).
The Importance of Great Signage
Signage also plays an important role in the self-storage business, much like proximity in online search. A strong Google Business profile (as mentioned above) is essential for attracting potential customers, as it positions your business prominently on Google.
Similarly, great signage, can catch the attention of potential customers driving by. Unlit or unwelcoming signs might lead potential customers to seek other facilities.
Good signage might include a free standing structures with illuminated sign boxes that guide customers to your location. They offer high visibility and low maintenance, making them a cost-effective marketing tool.
Your sign will require a great logo along with branding that captures an audience effectively. Early involvement with your sign company to discuss site specifics and access requirements can streamline the process and prevent potential issues during sign installation.
Consistency between your online and in-person presence is essential for building trust and creating a strong brand reputation in the self-storage industry. When what customers see online matches their in-person experience, it creates credibility, positive first impressions, and proves your marketing efforts are paying off.
If you own and operate a modern self storage facility you likely don’t have exterior roll up doors. One effective tactic to ensure drive-by traffic knows that they’re looking at a storage facility is by adding fake roll up doors.
FAQs on Marketing Your Self-Storage Facility
How can I promote my self-storage business?
You can boost your storage business by leveraging PPC ads, honing local SEO strategies, claiming online profiles like Google Business Profile.
Where is the best place to advertise storage units?
Generally the best advertising strategy for self storage businesses are:
- Great signage for drive-by traffic.
- Organic traffic from local SEO (Google Map Pack)
- Organic traffic from organic search results
- Google ads
- Apple & bing map listings
How do I grow my storage business?
To grow your facility’s size you need a solid web presence via claimed local seo, organic seo, google ads, claimed online profiles and other paid ads. Sponsorship at local events and networking also helps. A strong reputation draws more customers too.
Is the self-storage market growing?
Absolutely. The demand for personal and commercial space is booming due to urbanization trends and increasing mobility rates among people.
By now, you’ve seen how marketing your self-storage facility isn’t as daunting as it first appears. Google Ads and local SEO techniques can transform web traffic into real-world customers.
Your online presence is crucial. It’s about claiming that Google Business Profile and not neglecting other platforms like Apple or Sparefoot either.
A strong local focus makes all the difference. From location targeting to community engagement, you’re serving a need in your area.
Social media? More than just posts and hashtags, it’s a potent tool for enhancing customer experience and building your incredible reputation.
Marketing a storage business requires diverse strategies but with these tips under your belt, success is within your reach! If you need help crafting the perfect plan why not book a call with us today?
Lukasz Lebensztejn is a growing entrepreneur in the world of mobile marketing and Google Ads. Check out his exclusive blog to uncover some cool tips and tricks for navigating the ever-changing digital advertising world. Edited by Daniel Thompson.