Developing a successful marketing strategy for your self-storage business involves many steps, and many of them are web-related. Digital marketing is a great way to build your brand presence online, but it also takes a lot of time, knowledge, and effort that many facility operators simply don’t have. Hiring an agency is a great way to achieve your goals while focusing your energy on other areas of the business. Let’s explore the benefits of outsourcing and how to choose a partner to get the most out of the relationship.
Connecting with the right audience at the right time takes time and resources, and self-storage owners and managers typically lack the ability to juggle digital marketing responsibilities on top of everything they do. to manage the property. Even if you can take a few minutes each day, you won’t be fully focused on the task at hand. With outsourcing, you will be able to focus on other aspects of the operation, so you can excel without sacrificing the quality of work.
Hiring a good digital marketing agency means you’ll be working with experts who have years of experience planning and executing successful campaigns. These professionals will bring a fresh perspective that can mean the difference between business growth and stagnation. You’ll also have access to the latest tools and a team up to date on industry trends.
In addition to saving you time and lightening your load, an agency can help you reduce your costs. With the right partner, you’ll have access to web developers and people with expertise in social media, content, advertising, and search engine optimization (SEO), which is usually more cost effective than to pay salaries and benefits to internal employees. Personal. It also saves you the cost of recruiting, hiring, training, and employee turnover.
Finally, an experienced agency will help you reduce the costs associated with acquiring clients. A well-executed strategy combines SEO, content, and pay-per-click (PPC) efforts to convert potential users into paying tenants for the least possible investment. Consistently maintaining a website with high conversion rates and low costs per lead will generate more revenue and save you thousands of dollars every year.
What to outsource
The tasks your new digital marketing partner is qualified to handle depend on whether you hire a full-service agency to handle all facets of your advertising or a specialized vendor that focuses on one or two areas of expertise. Here are some specific services you may choose to outsource:
Contents. Well-developed content creates exposure for your self-storage brand by driving users to your website through clicks, engagements, and backlinks. This is a broad category that encompasses any type of user-facing material. Offerings include blogs, videos, web pages, and pre-existing content page optimization.
E-mail. Email marketing has come a long way, but continues to play a vital role in targeting users and generating leads. At agencies, copywriters and strategists work to understand your followers and develop messaging that will encourage opens, drive traffic, and increase sales.
PPC advertising. Platforms such as Google Ads, Facebook Ads and Instagram Ads took priority. This approach allows you to generate traffic and leads faster than waiting for certain SEO tactics to take hold or hit social media.
SEO. Optimizing your website and online profiles will help your business rank higher in search results, and an agency can help your site rank higher for key terms your target audience uses to find brands and self-storage services. SEO offerings can include audits, competitor analysis, on-page optimization, monthly reports and more.
Social media. With the ever-increasing number of users on these platforms, it’s important to have a well-thought-out, data-driven approach to your social media. An agency will develop engaging content and help you reach your audience to drive sales or web traffic. Services include strategy, account building and branding, education, consulting, and more.
Web design and development. There is no reason to drive traffic to your website if it is not well developed with a user-friendly design and layout. Agencies offer a variety of web development services ranging from site management to creating an entirely new website that better represents your brand and engages users.
Choose an agency
Deciding that you’re ready to hire an agency to help you with your self-storage digital marketing is the easy part. The difficulty comes from the choice of experts. While there are many options, it’s important to find a partner with the experience you want and the services you need.
One of your first steps should be to understand your marketing goals and how working with an agency can help you achieve them. Not only will this help you develop an executable strategy, but it will allow you to communicate from the start what you would like to achieve. Here are some other important considerations:
Values and culture. You’ll be working closely with this agency for some time, so make sure your self-storage team aligns with theirs. Having company values and cultures that align helps avoid the stress of working with people who don’t function the same way.
Industrial experience. There are many digital marketing agencies that specialize in self-storage. Finding one with industry experience helps ensure that the team will understand your audience and competitors and connect with the customers you want to target.
Realistic promises. It’s easy to fall for promised results that seem too good to be true. If you feel like you’re being led, you probably are. Effective strategies should include both long-term and short-term goals, and the team you work with should be able to communicate expectations when it comes to achieving them.
Strong communication. Not only should an agency be easy to reach when you are a potential client, but your contacts should be reasonably accessible once the partnership is established. If you’re struggling to understand how something works or aren’t happy with the performance, scheduling a time to discuss the issues shouldn’t be a problem.
Good reputation. Finding a digital marketing agency with a strong portfolio and reputation will help ensure that their work meets your expectations. If it is difficult to find examples of previous work or if what is available is very different from what you envision, it is best to continue your search.
Ensuring a successful partnership
Whether you plan to take a hands-off approach to your self-storage digital marketing or want coaching, it takes work to make your partnership successful. It’s important to ask questions, understand the process, and set realistic expectations in terms of costs, deliverables, and timelines. Don’t be afraid to ask for clarification or additional information. It’s normal not to know why a certain font was used or what the latest data results mean. The best way to learn is to educate yourself, allowing everyone to determine what works best for your business.
It’s also important to be transparent about your goals and budget. Keep your expectations realistic and understand that generating web traffic and leads takes time and money regardless of the approach.
Additionally, understanding your agency’s team dynamics and roles will help with communication and workflow. Professionals you are likely to engage with include:
- Account Manager: Oversees your partnership and serves as the primary point of contact
- SEO specialist: Optimizes website content to increase visibility and increase search ranking results
- Content editor: Develops content in a variety of formats, including blog posts, “About Us” pages, facility locator pages, and other web copy
- Social media manager: Leads social media efforts to post content and drive user engagement
- Paid Search Specialist: Manages PPC advertising on platforms such as Google, Facebook and Instagram
- Web developer: Designs your website around your brand and goals, and maintains the site to ensure it is running effectively
Take the big leap
If you’re considering hiring an agency to help you with your digital marketing, there’s no better time to start. Developing an effective strategy is not an easy task, so it’s best to contact a reputable company that has experience in self-storage and can help you achieve your goals. Whether you want to drive traffic, engage with users, or increase sales, you’ll have peace of mind knowing your online presence is in good hands.
Melanie Terschak is Product Manager for Switch to local interactive, a Kansas City-based marketing agency. She oversees the growth, development and innovation of the company’s digital marketing products, including SEO, PPC, local listing management and content development. She has developed and implemented digital marketing strategies in the self-storage industry for over eight years. For more information, call 913.689.3170.