How to Keep a Self Storage Marketing Campaign Well-Crafted and Within Budget

Posted on Nov 24 2010 - 3:06pm by John Stevens

With an effective and affordable marketing strategy, a business can reach out to perspective clients and present them with reasons to do business with a company. Often marketing strategies include several different approaches, more so online marketing nowadays. Keeping marketing cost-effective is always key and can be done using certain techniques. To help storage owners and operators along this complicated path is an upcoming webinar by MiniCo entitled “Marketing Budget Mistakes, Myths and Traps – How to Create a Marketing Budget that Works.”

Keep the target audience in mind when choosing an advertising strategy.  A 2010 survey for Buddy Media revealed that Search Engine Optimization (SEO) was the most effective form of marketing, at 30 percent. Following, came TV ads, print ads, local programs offering products, radio ads, social media fan pages, social media sponsored ads, banner ads, short text-message ads.  The most advances in self storage marketing are happening on the Internet. So at a minimum, if funds are available, a storage facility should have a website optimized for search engines, such as Google, Yahoo and Bing. Getting set up for SEO might require hiring a professional and the service will cost between $300 to $500 a month to maintain.

After SEO, the most effective form of marketing on the Web is the use of social media, such as Facebook, Twitter and Linkedln. This method is at no cost and can easily have existing customers advertise for a certain facility by offering those incentives to post on their social-media page an advertisement for the storage facility. When the customer shows proof of his posting he can be given an incentive such as a certain amount off the current month’s rent. Facebook friends can often reach into the hundreds, so the offering of such a small incentive is an extremely cost-effective way to market a facility to dozens or hundreds of potential customers.  Owners and managers should also consider using online self storage directories. Using an online database, these websites provide a listing of facilities and are optimized to appear on major search engines.

The webinar is set to discuss the challenges that can slow the effectiveness of marketing budgets. It will be held on Dec. 15, 2010, and be presented by Derek M. Naylor, President of Storage Marketing Solutions.  Topics will include avoiding budget mistakes, myths and traps, why the right marketing budget is essential to future success, a simple, three-step system for creating an effective budget and examples and exercises to illustrate the budgeting system.

Sources Used:

“Search-Engine Optimization: Cost Effective Marketing for Self-Storage.” Inside Self Storage. Nov. 20, 2010. 

“Organizing a Comprehensive Ad Campaign for Self-Storage: Incorporating Print, Web and Other Media.” Inside Self Storage. Nov. 5, 2010. 

“Creating an Effective Marketing Budget, the Topic of MiniCo Webinar Hosted by Self-Storage Marketing Expert Derek Naylor.” Pr. Com. Nov. 23, 2010.