Digital Marketing Checklist for Self Storage

Self storage remains one of the best, relatively low-risk business ventures that can generate a steady income stream. But having a nice, well-maintained facility in a strategic location is sometimes not enough to ensure full occupancy year-round. In the age of the internet, it’s a must for an establishment to exist and showcase itself in the digital space to compete for attention and relevance in an ocean of information. 

As a self-storage business owner or manager, you’re confident that your site facilities and offline marketing initiatives are top-notch. But is your business’s online presence and digital marketing at par? Take this quick assessment to find out. 

“One of the Internet’s strengths is its ability to help consumers find the right needle in a digital haystack of data.”

- Jared Sandberg

• 1. Do you know your target audience?

  Are they businesses needing storage space? Are they students or young professionals? Are they families relocating, decluttering or downsizing? Are they owners of RVs, boats and other specialized vehicles or equipment? Identifying the population segment you want as customers and deeply understanding their needs and preferences help you tailor a marketing strategy that meets them where they’re at and grabs their attention. 

• 2. Do you have a verified Google Business Profile and does it have accurate, complete and consistent info?

  It’s a free but powerful marketing tool to bring you potential customers even if you don’t have a website (yet). Having a Google Business Profile literally puts your business on the map - Google Maps, that is. Almost everyone turns to Google Maps when searching for specific establishments in a specific area. That is why your complete and correct brand/establishment name, address, phone number and opening hours must be up-to-date to ensure potential customers can easily reach you. Having a verified Google Business Profile increases trust. Of course, adding quality photos can entice customers more than a plain profile. Being listed in other navigation maps and online directories will extend your reach further. Your business details must be consistent on all these third-party platforms, your own, and throughout the digital realm. 

• 3. Does your self storage business have a mobile app and mobile-friendly website?

  In an era where mobile devices dominate internet usage, having a mobile-friendly website and, if possible, a dedicated mobile app, is imperative. Mobile-friendly means a website automatically adjusts to different screen sizes and devices. Platforms like Automatit and StorEdge specialize in creating mobile-friendly websites tailored for self-storage businesses. Consider developing a mobile app to offer customers an even more convenient way to manage their storage needs, make payments, access their accounts, and access their units, if you offer self-service storage facilities. But beware! Poorly designed websites and mobile apps will frustrate customers instead of making them satisfied tenants. A smooth, intuitive user experience through streamlined navigation, easy booking processes, and quick load times are essential.

• 4. Is your website search engine optimized?

  Search engine optimization (SEO) is the backbone of a successful digital marketing strategy. It involves optimizing your online content to rank higher on search engine results pages (SERPs), making it easier for potential customers to find you. Do your Keyword Research - use tools like Google Keyword Planner to identify relevant keywords that potential customers are likely to use when searching for self-storage services. Implement On-Page SEO - optimize your website's content, meta tags, headings, and images with targeted keywords. Remember your Google Business Profile? Having your website URL on it also helps your Local SEO - for your website to be picked up by Google’s local search algorithm using proximity when a user in your area searches for ‘self storage’.

• 5. Are you doing social media marketing?

  Social media platforms offer excellent opportunities to showcase your brand for free and to engage with your target audience where they’re at. Determine which platform has your target audience's highest presence and activity and start from there. Facebook remains the most widely used social media platform across all age demographics, making it an essential tool for reaching a broad audience. Instagram is popular among those younger than 35, so this could be useful for targeting college students and young professionals. TikTok is also very popular among the younger generation. YouTube, though a video platform, is almost a search engine in itself. LinkedIn is best for targeting fellow businesses. Whichever platform it is, your profile must have info that’s accurate, complete and consistent with your other profiles online. To create a strong social media presence, ensure to post engaging, relevant content regularly and interact with your followers.

• 6. Are you doing paid advertising online?

  Online ads or pay-per-click (PPC) ads are actually cheaper than traditional advertising like billboards, radio ads and print ads. While you can build social media presence for free, you can take a step further and run paid ads on any of the platforms mentioned above. Another is Google Ads which, like social media ads, have sophisticated targeting options to reach specific demographics, areas, and even interest groups. Online advertising success, however, is not instant. Give time for experimentation with various elements and close monitoring of key indicators such as click-through rates (CTR), cost per click (CPC), cost per acquisition (CPA), conversion rates, and return on ad spend (ROAS).

• 7. Are you doing content marketing?

  Content marketing is maximizing your website by posting informative content that is relevant to your current and potential customers. This could be in the form of blog posts, FAQs and video walkthroughs. Moreover, applying SEO principles to your content helps attract and engage website visitors.

• 8. Are you doing email marketing?

  Creating targeted email campaigns is another effective way to reach and engage with customers. You can maximize this digital opportunity by sharing your website content and also inform customers about your services and any special promos. Again, it must also contain your business details that are accurate, complete and consistent with all your online platforms. You can also set up automated email sequences to welcome new customers, send reminders, or retarget website visitors. What’s even better is it allows personalization that makes customers feel valued.

• 9. Do you have online reviews and a reputation management framework in place?

  Another way of maximizing your Google Business Profile and social media profiles is asking satisfied customers to leave reviews for your business. Positive reviews build credibility, attracts more customers, and increases local search ranking. It’s important to actively monitor and respond to reviews, both positive and negative. Addressing concerns and thanking customers for their feedback shows that you value their input.

• 10. Do you use your website and social media data analytics to see what’s working and what’s not?

  The great thing about digital marketing is the wealth of data it generates. It enables you to assess what is effective and what needs to be improved. Google Analytics is a powerful tool that can be utilised for free. Your website service provider will likely have its own analytics tool on the dashboard that gives you visibility on how your site is doing - from traffic to conversions and more. Social media platforms also have their own analytics capabilities.

What’s your score?

If you’ve answered ‘yes’ to at least 7 out of the 10 questions above, congratulations! You’ve established your online presence and are harnessing digital marketing opportunities. You just need to stay on track, maintain relevance, and get ahead in the search rankings. 

We understand that managing online presence and digital marketing takes effort and can be time-consuming. So if you need help to get on track and stay on track, Nitro Impact is here for you.