Self Storage Social Media Marketing: Is This a Waste of Time?

John Reinesch

Social media marketing plays an important, albeit limited, role in the self storage industry. While it may not drive as many direct leads and bookings as search engine optimization (SEO) and pay-per-click (PPC) advertising, having an active social media presence is still valuable for storage operators.

social media marketing for self storage

Key Insights

  • Social media in the self-storage industry is primarily used to increase brand awareness, customer engagement, and trust.
  • It is not the main driver of leads, which are generally generated more effectively through SEO and PPC advertising.
  • Organic vs. Paid Strategies: While organic growth focuses on relationship building and brand loyalty, paid strategies are useful for targeted promotions and immediate visibility. Combining both approaches can optimize reach and engagement.
  • Effective social media content for self-storage includes user-generated content, facility tours, seasonal content, promotions, and FAQs. These help maintain customer interest and engagement.

Introduction to Social Media Marketing for Self Storage

At its core, social media allows storage facilities to increase brand awareness, engage with customers, address concerns, and build credibility. Platforms like Facebook, Instagram, and Twitter enable operators to showcase their properties, highlight offerings, run promotions, and connect with local communities. This helps nurture customer relationships and trust.

For self storage businesses, social media serves more as a supplemental marketing channel rather than a primary lead generation source. The majority of bookings will come from organic searches and paid ads. However, by incorporating social media as part of a multi-channel digital marketing strategy, storage operators can expand their reach, improve reputation, and gain customer insights. Approached strategically, social media provides an opportunity to interact and form connections that SEO and PPC cannot always achieve alone.

Benefits of Social Media for Self Storage Businesses

Social media may not drive leads and bookings to the extent of search engine optimization (SEO) and pay-per-click (PPC) advertising, but it still serves an important role for self storage operators. An active and engaging social media presence can help build credibility, showcase expertise, and develop customer trust.

The main benefits of social media marketing for self storage businesses include:

  • Increased Brand Awareness – Consistent posting helps get your brand name and messaging in front of both existing and potential customers. You can boost visibility and recognition.
  • Credibility & Trust – Social proof matters. An active social media presence signals to customers that you are an established and reputable business. It builds authority and trustworthiness.
  • Customer Engagement – Social platforms allow ongoing engagement with customers and prospects. You can provide helpful resources, respond to feedback, and build relationships.
  • Community Connection – Getting involved locally and showing your connections to the community can help attract and retain neighborhood customers.
  • Customer Service – Quick responses and issue resolution via social media facilitates positive customer experiences. It provides an additional customer service channel.
  • Market Research – Monitoring social conversations and engagement provides useful customer insights you can use to improve marketing and operations.
  • Brand Loyalty – Social media gives customers a way to connect with your brand. This drives loyalty and increases the likelihood they will rent from you again.

With a sound strategy focused on providing value, social media delivers measurable benefits for self storage operators. The key is striking the right balance between promotional content and authentic engagement.

Developing a Strategic Social Media Plan

An effective social media strategy for self storage begins with thorough research and analysis. Before launching social media campaigns, it’s critical to understand your target audience and what motivates them.

Conduct market research on current and potential customers in your area. Look at demographics like age, gender, income level, and lifestyle. You can find some of this data through market research firms or by surveying your current customers.

Analyze competitor social media presence as well. See what platforms and types of content they are utilizing. Look for gaps you can fill or areas where you can differentiate.

With this background knowledge, you can tailor your social media strategy. Set clear goals that align with business objectives, like increasing brand awareness or driving traffic to your website.

Determine the best platforms for your audience and facility. For example, visual platforms like Instagram may work well if you have an attractive, modern facility.

Craft messaging and content that speaks directly to your audience interests. Include localized content and connections to build community.

Continuously analyze performance and refine the strategy over time. Social media marketing requires an agile, always-learning approach.

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    What to Post: Content Ideas for Self Storage Social Media

    Engaging and useful content is crucial for social media success. Here are some ideas for great posts that will resonate with your audience:

    User-Generated Content

    Encourage customers to post photos and videos of their storage spaces. This user-generated content shows real experiences and builds credibility. Offer incentives like discounts for submissions you can share.

    Facility Tours

    Give followers a behind-the-scenes look at your storage facility through photos and videos. Show off features like climate control, security, loading docks, box supplies, and any amenities. Make it feel welcoming and accessible.

    Seasonal Content

    Match your posts to seasons and holidays. In spring, post about decluttering and organizing. In summer, share moving tips. Fall can cover sizing up for storage, while winter is about protecting valuables from cold and moisture.

    Promotions and Sales

    Let social media followers know about any special offers, discounts, and events. Give them early access to promotions that will attract website traffic.

    Community Involvement

    Show how your storage facility gives back, like donations, charity auctions, and community improvement projects. This builds goodwill and positive associations.

    FAQs

    Turn frequently asked questions into posts that educate social media followers. Cover topics like security, accessing units, payments, sizes, and policies.

    Social media marketing for self storage businesses typically involves a combination of paid advertising and organic content strategies. Understanding when to invest in paid social campaigns versus focusing on organic growth is key.

    Paid Social Media Advertising

    • Paid social media ads, such as promoted posts and sponsored ads on platforms like Facebook and Instagram, allow you to get your content and offers directly in front of targeted audiences.
    • Paid ads are ideal for boosting specific promotions, driving traffic to your website, and raising awareness about your storage facility among local audiences.
    • The major benefit of paid social ads is you can control exactly who sees your content and when through detailed targeting capabilities. This allows efficiently reaching your ideal customers.
    • Expect to invest some budget in paid social media ads on an ongoing basis to supplement organic marketing. Start small and scale up as you assess performance.

    Organic Social Media Growth

    • Organic social media marketing centers around creating engaging, shareable content and interacting with your followers without paid promotion.
    • The benefit of organic social media is it allows you to build relationships, community, and credibility with customers over time through consistent posting and engagement.
    • Organic social media alone will likely not drive massive growth – it works best when combined with paid promotion. But the brand awareness and trust generated is invaluable.

    Retargeting Ads

    • A great use of paid social media ads is remarketing to website visitors who viewed your facility or pricing page but didn’t book.
    • Retargeting ads follow these visitors around the web to remind them of your storage offer and entice them to come back and book.
    • The key is making sure your website provides a way for visitors to identify themselves through cookies or other tracking methods. Then, you can target them later.
    • Remarketing helps recapture leads that initially slipped away and nudge them closer to conversion. The ads’ familiarity builds trust and brand recognition as well.
    • The key is having a strong promo or offer for these people to get them to convert.

    Leveraging Video Content in Social Media Marketing

    Video content can be a powerful tool for self storage facilities’ social media marketing. Short, engaging videos give prospective customers a glimpse inside your facility and operations while conveying your brand personality.

    Virtual Facility Tours

    Creating virtual tours of your storage facility is a great way to showcase your amenities and units on social media. Post short walkthrough clips highlighting cleanliness, security features like keypad gate access, climate-controlled options, wide driveways, and any unique offerings that set you apart. Don’t just rely on photos – video tours bring your facility to life.

    Customer Testimonials

    Video testimonials from satisfied customers can build trust and social proof. Ask long-time renters or recent customers to film quick videos sharing their positive experiences. Keep them casual and conversational. Highlight what they appreciate about your storage facility and staff. Authentic customer stories are more relatable than scripted marketing messages.

    Behind-the-Scenes Look

    Give followers a behind-the-scenes look at your storage facility operations through videos. Capture short clips of staff cleaning hallways, groundskeepers maintaining the property, the manager assisting customers, etc. This humanizes your business and shows you take pride in daily upkeep.

    Special Promotions

    When running social media contests, promotions or sales, create video announcements to generate buzz. Show staff decorating for seasonal events or preparing giveaways to build excitement. Maximize reach by encouraging viewers to like, comment and share.

    Choosing the Right Platforms

    Each social media platform has its own audience and best practices. When developing a social media strategy for your self storage facility, it’s important to choose the platforms that will deliver the best results. Here’s an overview of the top platforms for self storage and tips for success on each:

    Facebook

    With over 2 billion monthly active users, Facebook remains one of the most important platforms for businesses. Facebook allows you to reach local customers in your area who may be looking for storage.

    • Create an informative Facebook Business Page for your facility that highlights your offerings, features, and community involvement.
    • Post a mix of content including facility photos/videos, special offers, testimonials, local events, moving tips, and more.
    • Consider running paid Facebook ads targeting people searching for storage in your area. Retargeting ads to website visitors who haven’t booked can also be effective.
    • Monitor reviews and engage with customers who post on your page.

    Instagram

    Instagram is ideal for visually showcasing your storage facility and offerings. Over 1 billion people use Instagram every month.

    • Post high-quality photos and videos of your storage units, amenities, staff, and customers (with permission).
    • Use relevant local hashtags to increase discovery. Participate in trending hashtags like #organizationtips.
    • Run paid Instagram ads with compelling visuals and clear calls-to-action.
    • Share behind-the-scenes glimpses at your facility through Instagram Stories.

    LinkedIn

    With a professional, career-minded audience, LinkedIn can help you connect with local businesses who need storage.

    • Keep your Business Page up-to-date with your services, location(s), and staff.
    • Share blog posts and other content focused on small business tips and organizational strategies.
    • Join relevant LinkedIn Groups to connect with other local professionals.
    • Consider running Sponsored Content and Sponsored InMail campaigns to reach businesses looking for storage.

    Focusing your efforts on the right social platforms for your audience and business goals is key for social media success. Continuously analyze results and refine your strategies over time.

    Engaging with the Community: Social Media Interaction

    Social media provides a great opportunity for self storage businesses to engage directly with their local community. By interacting with customers and followers, facilities can build trust, enhance their reputation, and provide excellent customer service.

    When engaging on social media, focus on building relationships, not just promoting your business. Respond promptly and politely to comments, feedback, and questions. Be helpful and add value to the conversation. Ask followers to share photos and tag your facility. Repost user-generated content when given permission.

    Manage negative feedback professionally. Apologize for any bad experiences and offer to make it right. Don’t delete critical comments, as that causes distrust. Address issues publicly or take conversations offline. Turn complaints into opportunities to showcase your commitment to service.

    Make sure staff is trained to maintain a consistent brand voice when engaging on social media. Portray the facility’s culture and values. Avoid overly formal language, but don’t get too casual either. Develop guidelines for tone and engagement.

    Engaging meaningfully on social media takes time, but the payoff in trust and goodwill is immense. Get to know your followers as more than just customers. Be an active part of the community.

    Measuring Social Media Success

    Social media marketing campaigns require ongoing measurement and analysis to determine effectiveness. Self storage facilities should utilize available analytics to track key metrics and optimize efforts over time.

    Social media platforms like Facebook and Instagram provide built-in analytics on content performance, including likes, comments, shares, clicks, views, etc. Review these regularly to see which types of posts resonate best with your audience. You can also use UTM parameters on links to track conversions driven specifically by social channels.

    Look beyond vanity metrics like follower count to focus on engagement and conversions. Track lead generation to see how many bookings or inquiries result directly from social media referrals. Install tracking pixels to attribute sales to social campaigns.

    Set measurable goals and benchmarks to evaluate the ROI of your social media and overall self storage marketing. For example, aim for a certain number of new followers, engagement rate per post, click-through rate, or conversion rate each month. Analyze what is and isn’t working to shift strategies.

    Ongoing optimization is key. No two audiences or algorithms are identical, so you need to continually test different content types, posting schedules, ad formats, etc. Let data guide your social media marketing decisions. With consistent measurement, you can maximize the return from your social media investment.

    Common Mistakes in Self Storage Social Media Marketing

    One of the most common mistakes in social media marketing for self storage is having an inconsistent online presence. This means letting your social accounts sit dormant for long periods without new posts or engagement. Followers will quickly lose interest and stop paying attention. It’s important to maintain a regular posting schedule, even if it’s just a few times a week. Consistency helps build credibility and trust.

    Poor engagement is another frequent error. Simply broadcasting content without interacting with followers misses the true purpose of social platforms. Make sure to respond to comments, questions, and feedback regularly. Social media excels at facilitating two-way conversations. Use it as an opportunity to provide customer service and get to know your audience better. This engagement helps convert followers into loyal customers.

    Avoid treating social media as an afterthought. Put effort into creating valuable content and connecting with your community. Sloppy social media habits like inconsistent posting, ignoring followers, and unprofessional responses can hurt your brand image. Social platforms require care and attention to maximize their marketing potential.

    The Future of Social Media in Self Storage Marketing

    As the self storage industry continues to evolve, so does the landscape of social media marketing within this niche. Let’s take a look at some emerging trends and predictions that are shaping the future of social media in self storage marketing, and why staying ahead of the curve is crucial for success.

    • Video Content Dominance: The rise of video content on social media platforms is undeniable, and it’s expected to play a significant role in self storage marketing. Engaging, informative videos showcasing facility features, storage tips, and customer testimonials will continue to captivate audiences.
    • Personalized Customer Interaction: The future of social media in self storage marketing will revolve around personalized customer interaction. Tailoring content and responses to individual customer inquiries and feedback will deepen engagement and build trust.
    • Augmented Reality (AR) Experiences: With the advent of AR filters and experiences on platforms like Instagram and Facebook, self storage facilities can provide virtual tours and interactive experiences, allowing potential customers to visualize the space and facilities remotely.
    • Community Building and User-Generated Content: Building a sense of community through social media and encouraging user-generated content, such as storage organization tips or creative use of storage spaces, will play a vital role in fostering a connected and engaged customer base.

    Embracing Ongoing Learning and Adaptation

    Self-storage businesses must embrace ongoing learning and adaptation in their social media strategies. Staying informed about the latest trends, platforms, and consumer behaviors is paramount to staying relevant and effective in reaching and engaging your target audience.

    Embracing innovation and being open to trying new approaches will position your brand at the forefront of social media marketing in the self storage industry.

    By staying agile, learning from industry insights, and creatively integrating emerging trends into your social media strategies, you can make social media actually work for your brand.

    Conclusion and Next Steps

    While social media marketing may not be the primary driver of leads and bookings for self storage businesses compared to SEO and PPC advertising, it should not be completly avoided.

    A strategic and engaging social media presence can contribute to brand awareness, credibility, customer engagement, and community connections. By leveraging a combination of paid advertising and organic content strategies, storage operators can expand their reach, nurture customer relationships, and gather valuable market insights.

    With a well-crafted social media plan and a focus on providing authentic value, the benefits can be measurable and long-lasting.

    So, remember to strike that balance, keep engaging with your potential tenants, and invest a small protion of your marketing budget into social media.

    Frequently Asked Questions (FAQs)

    • What social media platforms are most effective for self storage facilities?
    • Facebook and Instagram are the most effective due to their extensive reach and visual content capabilities, which are ideal for showcasing facilities and engaging local customers.
    • How often should a self storage facility post on social media?
    • Post 2-3 times per week to maintain engagement without overwhelming your audience, and respond promptly to comments and messages.
    • What type of content should self storage facilities post on social media?
    • Post a mix of facility tours, customer testimonials, promotional offers, storage tips, and community involvement stories.
    • How can self storage facilities measure the success of their social media marketing?
    • Measure success by tracking engagement (likes, shares, comments) and conversions (website clicks, inquiries, bookings) through tools like Google Analytics.
    • Can social media marketing help improve SEO for self storage facilities?
    • Yes, social media can indirectly enhance SEO through increased brand exposure and traffic, potentially leading to more backlinks.
    • How can self storage facilities handle negative reviews or feedback on social media?
    • Respond promptly and professionally, offer solutions, and take the conversation offline if needed to resolve issues and maintain your reputation.
    • Should self storage facilities use paid advertising on social media?
    • Yes, paid advertising can effectively target specific demographics and increase facility visibility, making it a worthwhile investment for reaching potential customers quickly. But it is lower on the priority list and would not be the first thing to try.
    john reinesch

    About the author

    John's expertise lies in crafting tailor-made marketing strategies for the real estate industry that drive results. Whether it's optimizing Lead Generation funnels, implementing data-driven SEO techniques, or improving advertising campaigns, John will help find the biggest growth lever in your business.

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