Digital marketing is constantly evolving, and if you want to succeed, you have to keep up. However, all too often, self-storage operators rely on outdated methods or don’t know how to introduce a new approach. The following highlights six common marketing mistakes in the industry and how to avoid or fix them.
loss of focus
Most self-storage operators know the best places to start their online marketing efforts – website, Google, social media – but how many “channels” should you ultimately use and how should you participate? The answer depends entirely on your customers. who are they? Where are they looking? How do they make decisions? You can create an Instagram account if you’re trying to reach a group of college students, but you probably don’t need to if you have a rural facility with an older demographic. DrDon’t get lost in options and trends and lose focus.
The solution: Select the marketing strategies that get the most traction and make sense for your business and market. Get these digital hotspots in tip-top shape before moving on to other, less-traffic spots. If you have a smaller operation, it may make sense to focus on only a few channels, while the bigger brands can justify diving deeper. Whatever you decide to use for marketing, do it well and consistently. It is better to have a few well-executed strategies than a lot of dirty strategies.
Failed to improve Google My Business
We talk a lot about Google, and there’s a reason: 92% of all online searches happen there. Where most people start Which Purchase or search process.
The highest organic (unpaid) results on Google search are not websites, they are Google My Business (GMB) listings. Before knowing anything else about your self storage facility, a potential customer will likely see your GMB. Do they show good pictures? opinions? Opening hours and business information? If not, researchers will pass straight through. If so, they will click on your website.
Your GMB List is not only a top hit, but it’s also free. This is correct! free! It is one of your most valuable tools on the internet.
The solution: Make sure your GMB list is up to date and active. At a minimum, include clear photos of your facility and prioritize getting feedback all The time someone moves. Once you surf, learn how to post updates more regularly, as Google rewards active listings.
Not understanding the customer journey
The longer you work in the self-storage process, the easier it will be to lose touch with the customer experience. But converting potential clients into tenants means understanding the journey they are taking to find you and making sure you make the right impression every step of the way. Every interaction with your brand presents an opportunity to win customers – or lose them. It should be easy to find and rent from you.
The solution: Googling “storage units near me” to find your location and rent a unit. Is everything working properly? Is all the information correct? Are questions that would be easy for a potential client to answer? If not, you may need to make some changes.
loss wWebsite conversions
You wouldn’t pour water into a leaky bucket, so why spend marketing dollars to send potential customers to a faulty website? All digital marketing will eventually lead the searcher to your website, so make sure they do what you want them to do – showcase your facility and rent units! If it’s not about attracting leads and driving rentals, then what’s the point?
It’s tempting to focus on the web traffic movement, but the best starting point is the web the transfer. Once you know that your website is effective at converting visitors into paying tenants, you can focus on increasing your volume.
The solution: Ensure that a potential customer visiting your website can rent or reserve a unit. If not, they will go somewhere else. why? Because if they are searching online, they are trying to rent online too.
Next, check to see how many visitors convert into customers. Even better, see how many people who came to your rental or rates page have actually purchased a unit. Was she one of the 50? One in 100? This is a surefire way to check the effectiveness of your online experience. If people aren’t following along, this is one of the first places to improve.
Failed to track data
Setting a marketing budget is crucial, but you cannot do it without good information; So why do so many self-storage operators fail to track the results of their campaigns? It’s easy to make decisions on a whim or with an inner feeling, but not smart.
To be fair, it can be difficult to track and access your marketing data, but it is essential that you do. If you don’t see the results of your efforts, you have no way of knowing if it’s worthwhile! It’s good to spend $200 and make $1,000. It’s bad to spend $1,000 and make $200. Is this online advertising campaign worth it? Does this billboard bring in new customers? Does the site lead to tenants?
The solution: The only way you can answer these questions is by setting up your digital strategies in a way that is traceable and verifiable. When you start a campaign or are about to spend money, ask yourself, “Can I track the results?” It can be as simple as asking each new customer how they heard about you or a participant like creating specific links or phone numbers for each individual campaign.
Failed to update your efforts
It’s great to freshen up your online marketing efforts, but it’s dangerous to leave them unchecked. The self-storage industry, digital landscape, and consumer trends are always in flux. What worked last year may not work now.
You don’t need to fix your strategy every month, but you should know where everything is. How does your website activity or number of online rentals compare to last year? Is your marketing spending synchronous with the occupancy of the facility? If you were full, could you spend a little less? If you’re headed into a slow season, should you step up the effort?
The solution: Find the right rhythm for your business. It may not be every week, but set the right rhythm to monitor and evaluate your marketing efforts. Certain channels should be updated regularly, such as the GMB list or social media pages. Everything must be checked periodically. Think of it as holding back your calling. When your online listings are up-to-date, they tell the potential customer, “This is an active and responsible business.”
Discovering effective marketing strategies for your self-storage operation can be daunting. There is a lot of information, and strategies that are effective in one industry do not necessarily work in another. How do you learn what to do and what not to do? Start by avoiding the mistakes listed above. You will gain an advantage in the competition, and your renewed efforts will save you time and money.
Tyler Anthony is the Director of Marketing for StoragePug, a software company based in Knoxville, Tennessee, that helps self-storage operators attract new customers and convert leads into rental tenants and online rental units. Prior to joining the company in 2020, he helped market and grow dozens of other businesses. He believes that marketing should be honest, beneficial and above all humane. For more information, call 865.240.0295; E-mail [email protected].