Making Friends With Facebook: Using the Platform’s Paid Advertising to Improve Your Self-Storage Business

In the self-storage industry, the use of pay-per-click advertising to attract customers is well-known. However, the power of paid social media advertising is perhaps less familiar to facility operators. This approach can help you connect with potential customers, even those who may not be actively searching for your product.

Facebook is a giant in the social media world, with unparalleled reach and engagement, so let’s look at how you can leverage paid ads on that platform to boost your self-storage business. I’ll start with six reasons to consider this strategy and offer tips to help you succeed.

Why Facebook Advertising?

The many features available on Facebook can significantly improve your self-storage marketing efforts. Here are six reasons to embrace this platform:

How to Get Started

Before diving into paid marketing on Facebook, you must clearly define your advertising goals. Whether it's increasing brand awareness, attracting new customers or promoting specific services, having a clear vision is essential.

Next, allocate a realistic budget that aligns with these goals, and let your ads run for at least 30 days. This timeframe allows your campaigns to gain momentum and produce meaningful results.

Finally, craft a compelling theme for your Facebook advertising. These campaigns often rely on effective messaging, mirroring strategies used in terrestrial radio spots. Consider focusing on special features. For example, does your facility offer boat/RV or wine storage, or any other niche-based services? Incorporate engaging videos to capture attention.

Special promotions can also be part of your theme, but they be creative. Move away from the generic “$1 first month” ads that saturate the market. Instead, create promotions that resonate uniquely with your target audience.

More Practical Tips

If you need help to navigate the complexities of Facebook marketing, consider hiring a consultant or agency with expertise in this area. These professionals bring in-depth knowledge of the ever-evolving social media landscape and can tailor strategies to meet your specific goals. However, if you prefer a do-it-yourself approach, try these practical tips:

Ways to Leverage Facebook Ads

To illustrate the effectiveness of Facebook advertising, let's explore some potential ways it can be used in self-storage:

Niche campaign. Let’s say your facility offers RV storage. A Facebook campaign specifically highlighting this service can be highly effective. Develop engaging videos showcasing the secure and spacious RV-storage area, emphasizing features like 24/7 surveillance and convenient access. Target your ads toward users who’ve shown an interest in outdoor activities or RV ownership. This approach ensures your message reaches individuals most likely to be interested in your offering.

Acquisition rebrand. Suppose your business recently bought a local self-storage facility. A Facebook campaign can announce and celebrate this acquisition, introducing your brand to the community. Create visually appealing posts and videos that highlight the positive changes you've made to the property. Use targeted ads to reach users in the area, ensuring they’re aware of your presence and the enhancements you've introduced.

Creative promotion. If your business offers climate-controlled units, create a campaign based on the message, “Summer Special: Keep Your Belongings Cool!” Highlight the benefits of this product during the hotter months and offer a discount or incentive for customers who sign up during the campaign period. Use eye-catching visuals and targeted messaging to amplify the promotion's reach.

Facebook marketing can help elevate your self-storage business to new heights. The platform offers a cost-effective, targeted and engaging way to connect with your audience, even if they aren’t actively searching for your product. To succeed, define and set clear goals, allocate a realistic budget, and craft a compelling campaign theme. Whether you choose the DIY route or seek professional assistance, Facebook marketing has the potential to transform your business and position it as a leader in a dynamic industry.

Gene Cottingham is cofounder of Adverank, a proprietary software offering real-time integration with property-management systems and websites through its browser- and mobile-based platform. The subscription-based service uses APIs (application programming interfaces), algorithms and processes to optimize marketing spend, streamline decision-making and drive occupancy growth. To reach him, email [email protected].