Five Self-Storage Marketing Tips to Attract Local Customers

by Henry Purchase, Storeganise

Attracting local customers is crucial for your business’ success as a self-storage operator. A recent study revealed that 77% of customers are willing to travel for up to 19 minutes to a self-storage facility. Given today’s competitive market, you need effective marketing strategies to stand out and capture the attention of potential renters in your area.

Discover five essential marketing tips specifically tailored for self-storage operators. Whether you’re a seasoned professional or new to the industry, these strategies will help you enhance your marketing efforts and attract more local customers to your facility.

1. Optimize Your Self-Storage Facility’s Website for Local Search

Studies indicated that 46% of searches have a local intent, and 97% of users search online to find local businesses. Self-storage renters typically choose where to rent based on the convenience of the location. To position yourself for this audience, you need to design your website for local audiences, and the following tips can help you achieve this:

a. Create Location-Specific Landing Pages

You need a dedicated landing page for each of your facility locations. These pages should be built around location-specific keywords relevant to your area and services, such as “climate-controlled storage in [City Name]” or “[Neighborhood] self-storage units.” Use keyword research tools to identify terms that potential customers are actively searching for, but note that search intent is more important than search volume.

Search intent is the aim of a customer when looking up information online. It can be commercial, signifying they’re ready to buy or informational, signifying they just want information on the topic. Most keyword research tools provide search intent information for most keywords.

When designing a page, focus on providing exactly what the user wants and ensure your page is easy to navigate. Address common questions and concerns that local customers might have about your self-storage facility. Include information about nearby landmarks, accessibility and any unique features of your location.

b. Implement Local Keywords Strategically

Keywords are terms a user types into the search bar when looking for information online. When using keywords on your pages, ensure they’re incorporated naturally throughout your content. Don’t just stuff keywords into your pages; instead, weave them seamlessly into your headings, SEO descriptions and body text. This approach will both improve your search rankings and provide a better user experience for potential customers.

Similarly, don’t just go for the most popular term. Consider using long-tail keywords that reflect specific local needs to maintain a competitive edge. Long-tail keywords typically include three words or more, and examples include “large boat storage near [Lake Name]” or “student storage near [University Name].” These targeted phrases can help you attract highly qualified leads who are more likely to convert.

c. Optimize Your Website for Technical SEO

In addition to content optimization, your website’s technical aspects play a significant role in local search rankings. Large images can slow down your website’s load speed; therefore, it’s recommended that you optimize them to less than 250 KB before uploading.

If you have website development skills, ensure you follow best coding practices and write code as efficiently as possible to prevent memory leaks. A faster website not only ranks better in search results but also provides a better user experience, reducing bounce rates and increasing the likelihood of conversions.

You should also ensure your website is mobile-friendly, as many potential customers will search for storage solutions on their smartphones. You can achieve this through a responsive design that adapts to various screen sizes and devices.

2. Get Your Business on Local Directory Listings

In addition to optimizing your website for local searches, it’s crucial to list your self-storage business on local directories. These platforms serve as valuable touchpoints for potential customers and can significantly boost your online visibility.

Why Local Directories are Important

Local directories, such as Google Business Profile (formerly Google My Business), Yelp and Bing Places, play a significant role in your self-storage marketing strategy. These platforms can both increase your online visibility and signal to search engines that your business is legitimate and active in a specific location. This can significantly boost your local search rankings, making it easier for potential customers to find you.

Consistency is key when registering your presence on these platforms. Ensure that your business name, address, phone number and website (NAP+W) are identical across all directories. This consistency helps search engines verify your business information and improves your chances of appearing in local search results.

Keeping Your Listings Fresh and Engaging

Creating local directory listings is just the first step. To maximize their effectiveness, you need to keep them up to date. Regularly review and update your listings to ensure all information remains accurate.

Here are suggestions on how you can keep your listings up to date:

• Update business hours, especially during holidays or special events
• Add new photos to showcase recent improvements or seasonal promotions
• Post about upcoming events or special offers
• Respond to new customer reviews promptly

By keeping your listings fresh and engaging, you signal to both potential customers and search engines that your business is active and attentive to customer needs.

3. Use Self-Storage Software to Streamline Operations and Boost Customer Experience

In today’s competitive market, providing an exceptional customer experience is crucial for attracting and retaining local customers. One of the most effective ways to achieve this is by implementing comprehensive self-storage software to streamline your operations and enhance customer satisfaction.

Enhancing Customer Experience Through Technology

Self-storage software can significantly improve the customer experience by offering convenient, user-friendly features that make renting and managing storage units a breeze.

Some key benefits include:

• Online reservations and rentals
• Automated payment processing
• Digital lease signing
• 24/7 account access
• Mobile app integration

By providing such digital convenience, you’re making life easier for your customers and positioning your facility as modern and customer-centric. This can give you a competitive edge in attracting tech-savvy local customers who value convenience and efficiency.

Key Features to Look for in Self-Storage Software

When selecting software for your self-storage facility, consider the following features to maximize customer satisfaction and operational efficiency:

• User-friendly interface: This ensures the software is intuitive for both staff and customers to use.
• Cloud-based system: Allows access from anywhere, anytime, on any device.
• Integration capabilities: Look for software that can integrate with other tools you use, such as accounting systems or security systems.
• Customizable reporting: Generates insights to help you make informed business decisions.
• Scalability: Choose a solution that can grow with your business as you expand.
• Security features: Protects sensitive customer data with robust security measures.
• Customer portal: Offers a self-service option for customers to manage their accounts.

The right self-storage software solution acts as a silent partner in your business, working tirelessly to improve operations and customer satisfaction. When in doubt, consult with a reputable self-storage marketing agency to find the best software for your unique needs and budget.

4. Actively Engage in Community Services for Brand Recognition

Becoming an active participant in your community is a powerful way to boost your self-storage facility’s visibility. According to industry experts, engaging in local events like farmer’s markets, food fairs and community festivals provides valuable opportunities to interact directly with potential customers. By setting up a booth or sponsoring these events, you can showcase your facility’s offerings and build personal connections with attendees.

Consider the following suggestions for engaging with your community:

a. Sponsor Local Organizations

Sponsoring local groups such as youth sports teams, small business associations or nonprofits can significantly enhance your brand recognition. This strategy can help you get your name out there while demonstrating your commitment to the community’s well-being. Consider contributing to local causes or offering your facility’s space for community meetings. These efforts can lead to your business being mentioned in local newspapers and community bulletins, further amplifying your reach.

b. Host Charitable Events

Organizing charity drives or community-focused events at your self-storage facility can be an excellent way to give back while increasing brand awareness. Host a garage sale for a local charity, organize a blood drive or provide space for art shows. These activities not only attract potential customers to your location but also position your business as a valuable community asset. The goal is to build long-term relationships and establish your facility as a trusted, helpful resource when storage needs arise.

5. Build Domain Authority With Backlinks

Backlinks are links from other websites that point website visitors to your site, serving as a vote of confidence in your content. For self-storage operators, building a reputable backlink profile is crucial for improving domain authority and boosting search engine rankings. According to a report by Storeganise, implementing a comprehensive backlink strategy helped increase their organic traffic from 70 to 10,000 monthly visitors.

Strategies for Acquiring Quality Backlinks

To build your backlink profile, consider these effective approaches:

• Create helpful content that others want to reference
• Guest post on industry blogs and websites
• Partner with local businesses for mutual promotion
• Get listed in reputable online directories

We recommend focusing on relevant, high-quality backlinks rather than sheer quantity. For instance, partnering with local moving companies or real estate agencies can provide valuable, industry-specific links.

Note that building domain authority through backlinks is a long-term strategy that requires consistent effort and patience. By working with a reputable self-storage marketing agency to create valuable content and foster genuine relationships, you can significantly improve your online visibility and attract more local customers to your facility.

Henry Purchase is head of SEO at Storeganise, a leading self-storage software, and founder of ROUGH WATER MEDIA, an SEO agency specializing in self storage. Henry ranked Storeganise #1 in the U.S. for "self-storage business" and "self-storage software"—beating thousands of businesses for the top spot.

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