5 Common Self-Service Digital Marketing FAQs


Reprinted with permission from G5.

Want to explore Google My Business, online leasing, or profitable ways to market self-storage in a COVID-19 world? You’re not alone. I spoke with Will Harlan, my company’s national sales manager, to answer frequently asked questions on these topics. Here’s what our marketing guru advises.

What is Google My Business (GMB) and how does it improve self-storage business?

Think of GMB as the spokesperson for your business. Right now, around 35% to 55% of website traffic goes through GMB. Of course, these profiles can’t do all the work of your self-storage website, but they can engage potential tenants and move them forward to signing a lease.

You need to complete your free GMB list to communicate with customers on basic information such as address, hours, website and phone number. You should also submit photos or videos from your self-storage business. GMB influences local search engine optimization (SEO), which is huge considering that 31% of online rentals are managed through a location’s GMB listing, according to our reports.

What percentage of customers who rent self-storage online are mobile users?

In the last quarter of 2019, Google noted that 58% of users looking for self-storage did so on a mobile device. This was a 15% increase over the previous year. With more people at home juggling multiple priorities, this is expected to increase.

As of January 2020, 57% of online rentals are made on mobile. Of course, COVID-19[female[femininecould have caused a rapid increase in this number; but in general the trend is consistent with what we have seen. We know the pandemic has changed consumer behavior, with more and more customers turning to online options. This trend is expected to continue after the crisis, making mobile-first optimization more vital than ever.

After my self-storage website SEO is complete, is continued work really needed?

When buying a car, do you avoid oil changes? Like any engine, SEO needs regular tune-up because it is constantly evolving.

As additional platforms like GMB influence local SEO, self-storage properties need a multi-faceted approach to stay ahead of the search. A strong marketing partner needs to be up to date on SEO changes and maintain your strategy, so that your business has a strong presence on organic search results. You do not know where to start? Schedule quarterly or biannual SEO audits to look for ways to improve.

What Are The Profitable Ways To Advertise Free Online Storage?

It’s no secret that the costs of digital advertising are increasing. Click-through rates decrease and cost per click increases. In self-storage, in particular, large companies with deeper pockets can flood the market with ads, making it difficult for small and medium-sized businesses to compete. You pay every time someone clicks on an ad, so your ultimate goal is to make sure every click counts.

The easiest way is to make sure your strategy includes the right keywords, so your ads appear in the most relevant searches, reducing unwanted clicks. Beyond having the right strategy in place, the smartest marketers leverage technology to effectively spend their ad budgets.

Ad optimization helps determine which ads are delivering the most qualified leads to your self-service storage property, and then redirect the spend to those higher performing ad channels. Some companies can do this work manually, but at best it can take over 20 hours for a human analyst to get it right, wasting your time and money. Instead, connect with a company that uses data science and automation to do it every day. You will see an increase in qualified calls for the same ad budget.

What is a good Google Ads budget?

Phew! What a tough one. Unfortunately, there is no easy answer. Our recommendation is to start with the end in mind. Ask yourself some basic questions. Do you want to generate self-storage leases? What is your current occupation? What is your typical rental season? Do you want to create a brand identity?

Next, think about your market. How many competitors do you have between 5 and 10 miles? Generally speaking, a rental storage property needs an aggressive (and possibly larger) budget to fill units and increase occupancy. On the flip side, a stabilized property must look at historical revenue to understand fluctuating occupancy patterns and allocate funds appropriately.

Digital marketing can be complicated, and it’s hard to navigate it on your own. If you are short on time or expertise, consider partnering with a marketing company to get the best return on your digital advertising investments.

With nearly eight years of experience in the areas of account management and client success, Adam Mackie has helped organizations improve their interdepartmental alignment to create a more client-centric approach. As senior director of the self-storage vertical at G5, he drives the operational efficiency and effectiveness of the sales organization and account management to ensure that self-storage operators use the full potential of the company’s products and services to achieve their goals. commercial. For more information call 800.554.1965.


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