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Do-It-Yourself Video Marketing Helps Self-Storage Operators Get Real With Customers

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Distribution for Results

You know how when you type in certain keywords into Google videos pop up at the top of the search-results page? They appear as those irresistibly clickable thumbnails. You can get your video ranking here for search queries such as “[your city] storage.” With educational videos, try ranking for phrases like “How to use self-storage” or “Do I need climate control?”

Another way to get attention for your video is to upload it to YouTube, making sure every field on the video-edit page is completed, especially keyword tags. In the description, use the keyword in which you’re trying to rank, as well as your website URL. Another best practice is to set up your brand’s YouTube channel and add new videos as often as you can.

If Google decides to include video in search results for your keyword query, it will appear on page one or two. So do a search yourself and see if any video is ranking yet. If not, you have an untapped opportunity to be the first.

If there are already two or more videos displaying, you can get more specific with the keywords you’re after, such as targeting your specific neighborhood instead of “Detroit self-storage.” Or check out how the videos already displayed in search results are actually performing. Video metrics are conveniently transparent. You have easy access to the numbers your competitions’ videos are pulling in including how many views, shares, likes and comments they have. This will dictate what you need to exceed, because all those numbers have an influence on how Google ranks video.

Promote Your Video Everywhere

It’s easy to add video to practically any social profile and directory listing you already have. Get everyone in your network of friends and family to share it with their own contacts. When relevant, send an e-mail to your base of current customers and leads with new video content. You can even enlist self-storage peers in non-competing geographies to repost for you—this industry is in need of cool fodder like video to share on social media.

Is It Working?

Once your video is posted, you need to determine if it’s drawing attention. Consider offering an exclusive promotion to viewers. This will help you track how many new tenants mentioned your video to get the discount when leasing. Also display a unique trackable phone number in each video you release. Websites such as Callfire can help you set up a number that reroutes to your regular facility phone. This makes it easy to track how many calls come in from each number and to determine which video is gaining the most attention.

You don’t need a big budget or fancy equipment to make an impact online with your self-storage video. With a little investment of time, creativity and energy, you and your staff can make a simple but fun marketing message that will gain online traction for your facility and bring in more rentals.

Rachel Greenfield is the marketing analyst at SpareFoot, an online self-storage marketplace listing real-time unit pricing and availability. The company offers a suite of Web marketing tools for storage operators, including ad listings on its 50-plus partner sites, a facility website builder and local search solutions. For more information, call 512.705.6208; visit .

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