Digital marketing can be one of the best ways to drive measurable results for your self-storage operation, but it’s constantly changing. What worked five years or even five months ago may not do the job today. There’s no one-size-fits-all solution and, moreover, any strategy based on misconception or conjecture will quickly waste your money.
Following are a few common digital-marketing mistakes being made by self-storage operators today. Read what they are and stop doing them now. I’ll also share what you can and should do to improve customer value, increase revenue and grow your brand in 2022 and beyond.
You’re Focusing on the Wrong Things When Occupancy Is High
You should never stop marketing your self-storage facility, but when it’s full, take the opportunity to refine your objectives and focus on new areas of growth
. This is the perfect time to move beyond basic goals and improve the value of your operation as a whole. For example, times of high occupancy can give you the cushion you need to build online authority and focus on revenue management.
A key element to building online authority is search engine optimization (SEO). The good news is this is an evergreen effort—the value is lasting. The work you do to improve your SEO today will benefit you in three, six or eight months when your self-storage occupancy isn’t as high and your pipeline has diminished. It’s important to future-proof your facility now before it’s too late. If demand suddenly declines and you aren...
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