Consumers who are searching for self-storage online aren’t doing research months in advance. In fact, data indicates that 45 percent of prospective renters haven’t begun looking for a place to store their belongings even a month before they move. On moving day, 11 percent still haven’t leased a unit! This means facility operators need to implement sound search engine optimization (SEO) strategies to capture customers once they’re finally ready to rent.
Though the No. 1 method for finding a self-storage property is still driving by, online presence has become vital. Even if a prospect sees your facility on the street, he’s still likely to look for you on Google or another search engine to get your phone number, read reviews and see what units and amenities are available. Some will even do this while they’re out doing other tasks. In all, 52 percent of all self-storage searches occur on mobile devices. A common search is “self-storage near me,” but your business may or may not show up in the results.
The best way to appear in organic searches is to have an optimized website and social media presence with a data-driven SEO strategy. You may offer exactly what a prospective tenant is looking for, but you’ll remain hidden from view unless your content shows up in the right places at the right time.
Make sure your keyword research is current to help visibility whenever a prospect conducts a “near me” search. Get to know your audience better through data-driven insights, predictive analysis and reputation management. These strategies work best with an adaptable process and search strategy, so you can target the audience you want. Here are three keys to creating content that will attract your ideal customer:
- Be strategic. All online content needs to serve a purpose and work toward attracting your desired tenant. It should drive traffic to your sales funnel and lead users toward reserving or renting a unit.
- Differentiate yourself. What unit sizes do you offer? Are they drive-up or climate-controlled? What are the most attractive amenities of your property? What conveniences do you offer, such as online leasing and payments?
- Be active. Put your entire online platform to work. Use your channels of engagement to be active in the community. Consider your website to be as important as the first face-to-face meeting you have with a customer. This is your chance to make an impactful first impression. Make it count with impressive photos, reviews and transparent, easy-to-find information.
Content doesn’t have to be a hassle, it just needs to be informative and accessible. One rule of thumb is to ask yourself what you’d expect to see as a consumer. What detracts from the experiences you’ve had on other websites?
Don’t be afraid to survey your current tenants to learn what they like and don’t like about your online presence. You can also find peace of mind by partnering with a reputable digital-marketing firm that can help take the guesswork out of the process.
Celena Canode is a marketing campaign manager at G5, a provider of Digital Experience Management (DXM) software and services to the self-storage industry. It is a predictive marketing software-as-a-service company that uses AI and other emerging technologies to help marketers amplify their impact. Its Intelligent Marketing Cloud offers predictive analytics, hyper-personalized customer experiences, and continuous spend optimization. For more information, call 800.656.8183; visit www.getg5.com.