Fill Your Units Faster: Digital Strategies for Self-Storage

The UK self-storage market remains vibrant, defying initial concerns about saturation despite a dip in new store openings. As of 2023, the industry boasts over 2,231 facilities (including 739 container-based) across 1,000+ brands, encompassing established players like Safestore and Big Yellow to smaller, regional operators.

At our digital marketing agency with 15+ years of experience in this sector, we’ve witnessed:

• Continued growth: Despite a temporary slowdown in new store openings, the overall market size and demand continue to expand.
• Technological advancements: From online booking and unit management to virtual tours and AI-powered recommendations, technology is transforming the user experience.
• Intensified competition in populated areas: Operators are adopting sophisticated marketing strategies and value-added services to attract customers in dense urban markets.

However, the potential for further growth remains undeniable. The UK’s storage space per capita (0.82 sq ft) lags behind other developed economies, indicating room for expansion. Additionally, factors like rising property prices, smaller living spaces, and e-commerce growth continue to drive demand for storage solutions.

Post-pandemic – self-storage marketing

The past five years have seen a surge in online searches for self-storage, with Google holding the key to unlocking customers. Unsurprisingly, “Self-storage” and “Storage units” rule the search bar, but “Near me” queries also leave location detection to Google’s discretion. A recent SSA survey confirms this, revealing that 71% of self-storage seekers begin their journey with a Google search.

However, the past 18 months have witnessed a shift in how people initiate storage inquiries. A whopping 76% now choose to request quotes or make enquiries directly through the storage operator’s website. This translates to one crucial fact: online visibility, particularly on Google, is the most critical marketing factor for self-storage operators.

Traditional signage pales in comparison, capturing only 10% of potential customers. Even other digital channels like social media fall short, attracting a mere 3%. In today’s digital landscape, having a website that’s both easy to find and adept at handling quote requests is essential for success.

Key takeaways:

• Google dominates self-storage searches, with “Self-storage,” “Storage units,” and location-based queries being the most popular.
• 76% of inquiries now happen directly on the operator’s website.
• Online visibility, especially on Google, is the most crucial marketing factor.
• Signage and social media hold significantly less influence.
• A user-friendly website with efficient quote handling is paramount.

By focusing on these key points, self-storage operators can unlock the power of Google and attract customers in the post-pandemic era.

Unlocking Conversion Secrets

Ever wondered what makes a self-storage shopper tick? Stepping into their shoes can unlock valuable insights for crafting winning marketing campaigns. Let’s delve into the key behaviours and preferences that shape their decision-making process:

Location, Location, Location:

• 67% of potential customers use location-specific keywords like “self-storage Oxford.”
• Ensure your website boasts location-based landing pages to catch Google’s eye and user convenience.
• Remember, 75% choose facilities within a 20-minute drive, so cater to local needs.

Time Crunch Champions:

• They dedicate a mere 2-3 minutes to browsing your site (our benchmark is 2.21 minutes!).
• Streamline your quote and booking process to capture leads quickly.
• Aim to grab their name and email within 1 minute.
• Consider offering online chat for immediate engagement.

Mobile-First:

• Over 72% use mobile devices as their primary search tool.
• Ensure your website offers a flawless mobile experience and fast loading speeds on 4G/5G.
• Website performance impacts conversion rates – a slow page means lost customers.

Price Savvy and Comparison Happy:

• Expect multiple quotes – competition is fierce!
• Remarketing and marketing automation are crucial to staying top-of-mind during comparisons.
• Telephone follow-ups can personalise the experience and secure conversions.

Offer Sweeteners:

• Discounted initial rentals have proven effective in attracting new customers.
• While post-pandemic trends suggest a decline, targeted discounts can still persuade hesitant users, especially first-timers.

Remember: By understanding your buyers’ needs and wants, you can tailor your marketing efforts for maximum impact. Embrace these insights and watch your conversion rates soar!

Meet Your Self-Storage Customers: Real People, Real Needs

Forget generic demographics, here’s a glimpse into the lives of your potential self-storage customers:

Rob & Lilly (23, young couple expecting):

• Needs: Affordable, accessible, flexible options (short-term contracts)
• Journey: Mobile-first, local searches, compare quotes online, sign up digitally

Sue Edwards (42, working mom of two):

• Needs: Safe, secure, easy access, manageable with children
• Journey: Social media ads, Google reviews for trust, online quote, phone follow-up for reassurance

Lucy & John (56, empty nesters):

• Needs: Flexible storage, convenient location, collection service available
• Journey: Local signage sparks interest, online reviews & quotes, in-person visit for final decision

Remember: Each customer is unique, with specific needs and preferences. By understanding these diverse profiles, you can tailor your marketing and service offerings to resonate with each segment, ultimately driving conversions and building lasting customer relationships.

Bonus Tip: Consider creating similar profiles for other key customer segments, such as students, businesses, or hobbyists, to further refine your marketing strategy.

From Visitor to Renter

Converting website visitors into paying customers requires a well-defined funnel. Here’s a breakdown of the typical self-storage customer journey:

1. Visitors:

• These are potential customers who arrive at your website through various channels:
  • Organic or paid search: Looking for “self-storage near me” or specific unit types.
  • Social media: Enticed by targeted ads or organic content.
  • Direct referrals: Word-of-mouth recommendations from friends or family.
• At this stage, they’re exploring options and gathering information.

2. Leads:

• Visitors take a step further by engaging with your website:
  • Requesting a quote: Seeking price estimates for specific unit sizes and durations.
  • Signing up for email updates: Interested in staying informed about promotions or availability.
• These individuals become qualified leads, expressing interest in your services.
• Conversion rate from visitor to lead varies (7-40%) based on website experience, pricing, and service quality.

3. Sales:

• This is where leads convert into paying customers:
  • Online bookings: Some websites allow self-service sign-ups with deposits.
  • Phone calls/emails: The sales team takes over, providing personalised support and closing the deal.
• Conversion rate from lead to sale also varies (12-48%) depending on customer service, follow-up strategies, and website navigation.

Key Takeaways:

• Understanding the customer journey helps tailor each stage’s marketing and website experience.
• Optimise your website for easy navigation, clear pricing, and efficient quote requests.
• Offer multiple contact options (phone, email, online chat) to cater to different preferences.
• Train your sales team to provide excellent customer service and follow up effectively.

By focusing on each stage of the funnel, you can increase conversion rates, acquire more customers, and ultimately grow your self-storage business.

There’s no one-size-fits-all answer to generating self-storage customers, as the best approach depends on several key factors:

• Your business stage: Are you a well-established facility or just starting? New businesses might prioritise online presence and promotions, while established ones can leverage existing customer bases.
• Location: Understanding your local market demographics and competition is crucial. Target specific groups like students or businesses based on your area’s needs.
• Storage type: Do you offer climate-controlled units, vehicle storage, or something else? Highlight unique features that attract specific customer segments.
• Growth goals: Do you aim for rapid expansion or steady growth? Consider marketing strategies that align with your desired pace.

By tailoring your approach to these factors, you can attract the right customers and achieve your self-storage business goals.

For established storage operators

Established businesses, especially those expanding, need a two-pronged approach: generating leads consistently and optimising the cost per acquisition (CPA). Here’s an expansion on each point, with additional strategies:

Generating Leads Consistently:

• Diversify your channels: Don’t rely solely on one lead generation method. Explore various channels like:
  • Organic search: Invest in SEO to improve your website’s ranking for relevant keywords.
  • Content marketing: Create valuable content like blog posts, white papers, and infographics to attract and engage potential customers.
  • Social media: Utilise platforms like LinkedIn, Twitter, and Facebook to connect with target audiences and share engaging content.
  • Paid advertising: Run targeted ads on platforms like Google Ads and Facebook Ads to reach specific audiences.
  • Email marketing: Build an email list and send targeted campaigns with valuable content and offers.
  • Industry events: Participate in trade shows, conferences, and webinars to network and generate leads.
• Target the right audience: Define your ideal customer profile and tailor your messaging and channels accordingly.
• Offer incentives: Use lead magnets like free ebooks, webinars, or discounts to capture leads.
• Nurture leads: Implement a lead nurturing campaign to educate and engage leads until they’re ready to convert.

Optimising Cost per Acquisition:

• Track and analyse campaign performance: Use analytics tools to measure the effectiveness of each lead generation channel and campaign.
• A/B test different approaches: Test variations of your messaging, landing pages, and calls to action to see what works best.
• Improve conversion rates: Optimise your website and landing pages for conversions.
• Automate lead nurturing: Utilise marketing automation tools to streamline lead nurturing efforts and improve efficiency.
• Negotiate better ad rates: If using paid advertising, negotiate with platforms for better rates based on your performance.
• Retarget website visitors: Use remarketing campaigns to remind website visitors who haven’t converted yet.

Additional Strategies:

• Develop strong value propositions: Communicate the benefits of your products or services to attract leads.
• Offer excellent customer service: A positive customer experience can generate referrals and repeat business.
• Partner with other businesses: Collaborate with complementary businesses to reach new audiences.
• Use influencer marketing: Leverage the reach and credibility of industry influencers to promote your brand.

Cost of Generating a Storage Client through Google Ads:

The cost of generating a storage client through Google Ads (PPC) varies greatly depending on several factors:

Location: As mentioned, competition for keywords like “storage units” is much higher in major cities like London, leading to higher cost per click (CPC). Less competitive locations like Newcastle will see lower CPCs.

Bid Strategy: You control how much you’re willing to pay for each click through your bidding strategy. Opting for higher bids can increase your ad visibility but also drive up costs.

Campaign Optimisation: Optimising your campaigns for conversions, using relevant keywords, and creating high-converting ad copy can significantly impact your cost per lead/client.

Conversion Rate: Ultimately, the cost per client depends on how many leads convert into paying customers. A strong online booking process, clear pricing, and good customer service can improve your conversion rate and lower your overall cost per client.

Here’s an example:

• Location: London
• Bid Range: £8.80 – £16.59 per click
• Average Conversion Rate: 5% (assumption)
• Scenario 1: Bidding £10 per click, 100 clicks, 5 leads, 1 client = Cost per client: £1000
• Scenario 2: Optimised campaign, bidding £8 per click, 50 clicks, 5 leads, 2 clients = Cost per client: £400

Additional Points:

• Consider other factors like ad format, targeting options, and negative keywords to further refine your campaign and reduce costs.
• Remember, Google Ads is just one channel. Explore other marketing avenues like organic search, content marketing, and social media to diversify your lead generation and potentially lower your overall costs.
• Track your results closely and adjust your strategy based on performance data.

Cost of Generating a Storage Client through SEO:

It’s difficult to pinpoint the exact cost of generating a storage client through SEO due to the numerous variables involved. However, here’s an analysis of the long-term rewards when it comes to SEO.

Organic traffic: While initial costs may be higher, SEO delivers organic traffic which is typically cheaper than paid advertising in the long run.

• Higher conversion rates: Studies suggest organic traffic often converts better than paid traffic, leading to potentially lower costs per client.
• Brand awareness and trust: High organic rankings build brand awareness and trust, making it easier to attract customers.

Ultimately, the cost-effectiveness of SEO depends on your specific budget, goals, and resources. If you’re looking for a long-term, sustainable approach with potentially lower long-term costs per client, SEO could be a good option. However, be prepared for a higher initial investment and a longer timeframe to see results.

Conversion Rates by Channel:

• Walk-in: 72% (highest) – personal interaction and immediate service likely play a role.
• Phone: 61% – personal interaction and ability to address concerns directly contribute to higher conversion.
• Website: 20% – convenience and ease of access, but may lack personal touch and immediate answers.

Strategies for Increased Conversion:

• Multiple touchpoints: Combine website, retargeting, email, and follow-up calls (automated or manual) to engage customers across different channels.
• Personalise the experience: Tailor communication and offers based on customer needs and interests.
• Offer excellent pre-sale service: Address questions promptly, provide clear information, and highlight your value proposition.
• Optimize your website: Make it user-friendly, informative, and easy to navigate.
• Streamline the online booking process: Make it quick and painless for customers to reserve units online.
• Promote special offers and discounts: Incentivise new customers to choose your facility.

Ready to Attract More Self-Storage Customers?

Partner with our self-storage specialist. We offer a full suite of digital marketing services designed to help you achieve your growth goals. Contact us today or email [email address removed] for a free consultation.