There are many social media platforms, but Facebook remains a dominant force, which means your self-storage business must have a presence there. It’s good to have a business page, but if you go beyond that to paid advertising, you can attract new tenants and build your brand. Let’s look at the benefits of this strategy and some tips to help you succeed with it.

Gene Cottingham, Cofounder

March 18, 2024

5 Min Read

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:

  1. Lower cost: Compared to traditional methods, Facebook advertising can be more cost-effective. You have the flexibility to target specific audiences and set daily budgets.

  2. Improved customer engagement: Facebook provides a unique opportunity to actively engage with your self-storage prospects. Responding to comments and messages there helps you build strong relationships and foster customer loyalty.

  3. Reputation management: Facebook is a go-to platform for customers who wish to express their feelings about companies and products. Staying on top of this activity allows you to address concerns promptly, preventing minor issues from escalating and showcasing your commitment to customer satisfaction.

  4. Advertising precision: One of the strengths of Facebook is its ability to allow highly targeted advertising. You can reach your ideal audience with accuracy.

  5. Increased lead generation: When used strategically, Facebook becomes a powerful lead-generation tool. By offering valuable content and promoting services effectively, you can attract potential customers and encourage them to act.

  6. Competitive advantage: Actively engaging with customers on Facebook and running targeted ads gives you a competitive edge over self-storage operators who aren’t using this platform. Building an active online presence helps establish your brand as an industry leader.

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:

  • Ensure your content is engaging and relevant to your audience. High-quality images, informative videos, and compelling copy can capture attention and drive engagement.

  • Leverage Facebook's robust targeting options. Define your audience based on demographics, interests and behaviors to ensure your ads reach the right people.

  • Maintain consistent branding across your Facebook page and ads. A cohesive and recognizable brand identity helps build trust and recognition among your audience.

  • Actively monitor comments and messages on your Facebook page. Respond promptly to inquiries and feedback, showcasing your commitment to customer service.

  • Use Facebook Insights to analyze the performance of your ads. Monitor key metrics such as reach, engagement and conversions to understand what resonates with your audience and optimize future campaigns.

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].

About the Author(s)

Gene Cottingham

Cofounder, Adverank

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 proprietary APIs (application programming interfaces), algorithms and processes to optimize marketing spend, streamline decision-making and drive occupancy growth. To reach him, email [email protected].

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