Generating leads for your self storage business is very important especially when the competition is fierce. Even when your storage unit capacity is reaching full you should still be generating leads for your self storage business.
Long leases can suddenly be cut short and if you don’t have a lead generation system in place then you could be left scrambling to pay the bills and get your storage units filled.
Using multiple channels
With any business you should have multiple channels of building leads, if one of those channels stops working then at least you have other avenues to turn to.
Not only that, but different types of users will be found via different channels and if you want to fill your storage containers, taking an omnipresence marketing approach (being everywhere) will help.
Now we know you can’t be everywhere if you do the work yourself, so as a storage company you will more than likely have to outsource different parts of your marketing to marketing agencies.
In this post, we will look at some of the different ways you can generate leads for your business.
You need to know who your customers are to sell to them. A recent survey carried out by the self storage association found that over 87% of self storage customers are over the age of 35. With 42% of these customers being between the age of 50 and 65. With that knowledge alone you can start to build a picture of where your users may hang out online.
For example, you probably know that 50 to 65-year-olds aren’t spending their time on Snapchat or Instagram. Using a buyer persona is a great way of working out who your ideal customer is and how you can create a marketing message to reach them.
How to get local storage clients.
In the SSA’s study they found out that 86% of storage clients would only travel 30 minutes or less to a storage container, so with this in mind your customers are local.
To reach local customers you have a variety of options including Leaflets, Networking, SEO, Social Media and PPC marketing.
Leaflets and flyers.
As a digital marketing agency you may find it strange that we would recommend such an old school approach to marketing, but using the buyer persona above we know that the majority of your customers will be older users.
Older users may have difficulty accessing the internet for a variety of reasons so you could be missing out on these customers. A good way to reach them would be through flyers and leaflets. There are many leaflet websites online that come with templates that can be easily filled out with your details and you could put out an ad in the local paper hiring someone to deliver these leaflets.
Search engine optimisation
SEO for Self Storage companies is a great way of generating leads for your business. Self storage is a topic that the majority of people search for on their phones and if your business comes up in the local area and you are competitively priced there is a high chance that you can win that customer.
Organic SEO can send highly qualified traffic to your website and when you rank in the top positions you will generate many leads for your business, especially if you have more than one location as you can dominate every area if you have optimised your self storage gmb listing, optimised your website and invested in link building services.
SEO isn’t cheap, but if you do it right the leads generated will be worth the investment.
Networking doesn’t have to mean turning up to those terrible “business breakfasts” where everyone tries to sell the kitchen sink and more. No, it means talking to related businesses that aren’t competitors in the local area and asking them to refer customers to you and you can refer customers back to them.
As a self storage company, you could talk to estate agents, moving companies and mortgage advisors as we know from the SSA’s study that 32% of storage customers are involved in moving homes. You could then offer them a fee for every referral they send to you.
If you don’t want to pay a fee you could also offer to send clients their way too, but you would have to negotiate that with them.
Social media for self storage companies
Social media is often used by self storage companies as they post organic content often about the storage locations they have, but this probably isn’t going to generate enough business for the amount of effort that would be put into it.
Instead, what you can do is invest in paid social media ads as you can then target people in your local area and also specialise the marketing message to them.
If you were to use Facebook ads you could run a campaign and show it to users who were:
50 Years Old.
Worked in the NHS
Live within 30 miles of your storage location.
Facebook is very powerful and in the example above you could run it with a 10% discount for NHS staff.
You can also use Facebook or Twitter to run something called retargeting ads which you can show to people who have visited your website but they haven’t gotten in touch with you.
Retargeting is powerful because if someone has seen your website and took the time to consider you as a storage provider but hasn’t hired a storage unit yet, you can get out in front of them multiple times.
If a potential customer sees your marketing messages a few times there is a higher chance of them becoming a customer than them going to one of your competitors.
Retargeting ads are also cheaper than running standard ads too and have a higher conversion rate.
Pay Per Click marketing for self storage companies
Pay per click ads are exactly as they sound. You set up adverts when someone searches for storage in your area and your ad shows to them. If the person then clicks on your advert you get charged a fee which you can set a budget for.
Pay per click ads can be run on all the major search engines such as Google, Bing and Duck Duck Go and they are a great way of getting clients right away.
The only problem with these types of ads is that you can also lose money very quickly if you don’t know what you are doing. They can also be expensive and your competitors can click on your ads to get you to waste money.
With that said if you need leads for your business quickly, PPC ads are a great choice. Just make sure to hire a PPC agency that knows what they are doing.
Using an omnichannel approach to generating leads is going to generate leads for your business quickly and it will make sure you are never reliant on one method of bringing leads into your storage business.
As a storage business owner or even head of marketing at a storage company, you won’t be able to handle all of the marketing channels on your own. If you need help with your marketing, whether it’s link building for your storage company or PPC marketing, you should outsource what you can’t do and do the rest.