One reason paid search is a great tool for facilities is it can have an instant impact. Once the ads have been created, they can be live within a few hours. When using paid search, however, keep in mind that you pay for every click you receive. This means you have to make every one count. In other words, keep people on your site, so they’re not just clicking and leaving.
Paid search ads bring storage seekers to your website, where the decision to rent from your facility is made. If you’re paying for people to visit a website that isn’t converting prospects to tenants, paid search will not be a good monetary investment. Paid search can be an incredibly powerful marketing tool with very high return on investment, but it has to be done right.
Consider Self-Storage Directories
Your website and the Web space you own are important, but they can only take you so far. There are more than 20 first-page positions to choose from in online search results. Businesses that do an absolutely incredible job of online marketing can achieve around three spots on the first page of the major search engines. While this is possible, it’s hard to do, and one of those positions would require you to pay for placement through PPC.
Self-storage directories are another way to get your name in front of more potential tenants. These rank well for online storage searches and can help your chances of being found through another one to two of the positions on these results pages.
Storage directories receive high traffic volume from all over the nation. They give facilities an increased local presence while making it easier for those moving into the area to find a storage solution. In addition, facilities that are struggling to be found online because of a high competition will find directories are an incredibly affordable way to get the high-quality visibility they need.
Although directories come at a price, the return on investment is hard to contest. The payment models vary, but some offer performance-based services so operators only pay for the leads they receive.
There are many options when it comes to improving your online visibility. Whether you're looking for quick and free ways to increase your exposure or are willing to pay for help, the Web provides plenty of ways to maximize rental opportunities during the spring lease-up season.
Nick Bilava is the director of sales and marketing for Storage.com. He has been an active member of the storage community for more than seven years and can be found at various industry events throughout the nation. His goal is to help self-storage operators market their business more efficiently and effectively.