What Strategies Should I Use to Market My New Self Storage Business?

by Bobbi Alvino in Self Storage. Posted 07/06/2021

Self storage is a lucrative business. With estimated profit margins of around 11%, well above those of other small businesses, rapid industry growth is not surprising. There are approximately 60,000 self storage facilities in the U.S. (IBISworld, 2020). Starting a self storage facility sounds appealing; but, as with all businesses, it is a huge undertaking.

One of the first factors to consider is your marketing and how it will impact the future of your business. According to Investopedia, 14% of small businesses fail because of poor marketing.

Choosing the right digital marketing company is key to building your new self storage business and boosting your bottom line. Your marketing plan will keep your business relevant, build your brand, and maintain your reputation. With FineView Marketing’s background in both marketing and operations, their team of experts supports a pragmatic approach. FineView Marketing’s cohesive marketing and operational strategies ensure successful campaigns.

Understanding the Difference Between a Marketing Plan and a Marketing Strategy

It’s a good idea to understand the difference between marketing “plans” and marketing “strategies.” A marketing plan is a program that sets the schedule for rolling out various marketing campaigns. Marketing strategies cover the details of those campaigns. Without getting too complicated, let’s just say that the marketing strategy informs the marketing plan.

As a new business owner/operator, you don’t always have the time, the resources, or the experience needed to create a dynamic digital marketing strategy. Don’t make the mistake of using strategies that worked for a different type of business, and don’t always depend on your instincts. Taking the easy way out when you’re getting started in your self storage business will typically result in a series of programs that don’t work. Look at your marketing as an investment, not an expense.

Marketing Strategies that Work

Strategy 1: Know Your Audience

You need to actively market your business to people who are looking for your services. One way to do this is to develop a buyer persona – a fictional representation of your ideal customer. For example, if your new self storage business is located in an upscale area, your website language and graphics should represent that location. If you’re near a business district, your content should appeal to professionals and people who need retail inventory or document storage.

Here are some demographic statistics from Parham Group that will help you zero in on your target audience.

Here are some demographic statistics from Parham Group that will help you zero in on your target audience:

88% are between the age of 21 and 55 years of age.
78% have incomes between lower middle and upper middle income
75% of tenants live or work within 2 miles of the property
85% of tenants come from “drive-by traffic.”
54% are moving
32% are cleaning out a garage or basement
32% are small contractors
29% are retailers storing inventory
24% are professionals – CPAs, physicians, and others storing patient and client records

Strategy 2: Web Design

Your new self storage business website design will reflect your brand and the quality of your service. It should convey cohesiveness in the brand, the images, the staff, and your customers. Don’t cut corners on design; hire a professional. Your objective is to get prospects to visualize themselves using and enjoying your services.

Another consideration is that today’s customers rely heavily on mobile devices for research to help them make an informed buying decision. Autopay and online payments are options that enable tenants to pay securely using their mobile devices. If your self storage website doesn’t provide a simple, seamless mobile experience, you’re sending your prospects to a competitor.

Strategy 3: Search Engine Optimization (SEO)

A powerful Search Engine Optimization (SEO) strategy for your new self storage business is the key to driving traffic to your website and helping to quickly increase your Google rank.
SEO refers to your choice of keywords, the user-friendliness of your site, the links you obtain and how satisfied your customers are with your website. The goal is to optimize your site so that your new self storage business will rank above other self storage facilities in your area. Higher rankings lead to more clicks and more customers.

The following tips will increase your new self storage business Google rank, driving prospective customers to your website:

Never underestimate the impact of speed. Statistically speaking, 47% of consumers expect a web page to load in 2 seconds or less.
Create high-quality, relevant content that gives consumers value. Prospects should be able to link to storage options, size guides, reservations and online rental pages. Remember to include blogs, FAQs, and storage tips.
Generate backlinks to your content to increase search engine rankings.

Strategy 4: Google My Business Optimization

To target your new self storage business visibility on Google, you need to optimize your website and Google Ads. What most people don’t realize is that they also need to optimize their Google business listing. Your listing is officially called your Business Profile.

To optimize your Google Business Profile, set up a Google My Business account. It takes a little time, but it’s worth the effort to turn your Business Profile into the customer acquisition tool you didn’t know you had. Google can be complicated, but your digital marketing agency experts can get the job done.

Strategy 5: Social Media

Social media can be an effective method of connecting with customers online. Being on Facebook, Instagram and LinkedIn gives you a platform to add location details, gather reviews, and respond to clients.

However, if you’re going to use social media marketing, be creative. Use marketing ideas to engage consumers and elevate your brand. Share relevant articles and blogs relating to storage, and let your audience know when you feature specials and promotions.

Strategy 6: Email Marketing

In spite of the myth that email is being replaced by more effective marketing methods, it remains strong and healthy. There are projected to be 246.5 billion active email users by 2024. Email has staying power because it has adapted to mobile devices and delivers a robust return on ROI.

Email is a popular marketing strategy because it’s essentially free. The only thing you need for an email campaign is the email addresses of potential customers. An email marketing campaign can include bi-weekly or monthly email blasts about your services, prices or specials.

Summary

Starting a self storage business is a huge undertaking, but it can be your key to building wealth. However, with a new self storage business to run, you’re going to be busy. Your focus will be on operations, hiring, and building relationships with clients and vendors. Nevertheless, marketing your business has to be at the top of your priority list.

Without a marketing plan and the strategies to make that plan work, your business won’t grow and you won’t outshine your competition. Whether you acquire an existing facility or build from the ground up, the marketing strategies in this article will propel your business to the next level.