We know stepping into the digital marketing ring can seem intimidating for self-storage operators. Google search and social media advertising like Facebook and Instagram are the top options for reaching potential customers.
But it’s a common misconception that you need to choose one over the other, or that they somehow “fight” each other.
Rather than see them as toe-to-toe rivals, it’s best to think of them as complimentary members of the same team. Here's why:
Fundamental Footwork with Google Ads
Just like having good footwork is essential to boxing, Google Search Ads are the cornerstone of any effective self-storage marketing strategy. When potential customers are actively searching for storage solutions, Google Ads ensures your facility appears prominently and at the top of results. This is crucial because these searchers are already in the buying mindset. They have a need, and they're looking for a solution. Your ad needs to be there when they hit "search."
Why Google Ads Should Always Be On:
High Intent Audience: Users searching on Google are actively looking for storage solutions. They have a need, and they're ready to make a decision.
Adjustable Budgets: Spend only what you need to match the search volumes available to in your area, and dial it up or down depending on your occupancy (Adverank can do this for you).
Local Targeting: Only target searchers in your immediate area, making your ad spend more efficient.
Highly Competitive: If you’re not there, those clicks and customers will go to your competitors.
The Knockout Punch, Social Media Advertising
Social media advertising on platforms like Facebook, Instagram offers a different kind of engagement. It's less about catching people when they're searching and more about capturing their attention when they're scrolling. This makes social media advertising ideal for specific campaigns, especially during periods of low occupancy.
When to Use Social Media Advertising:
Brand Awareness: Social media is excellent for building brand recognition. Eye-catching visuals and video can keep your facility top-of-mind for potential customers.
Targeted Campaigns: Social platforms offer advanced targeting options based on demographics, interests, and behaviors, allowing you to reach specific audience segments with your message.
Seasonal Promotions: Use social media to promote special offers, discounts, or new services during off-peak times to boost occupancy.
Get Search and Social to Shake Hands
The real power comes from utilizing both Google Ads and social media advertising to focus on improving occupancy. Here’s how to make the most of both:
Always-On Search: Maintain a consistent presence on Google Ads to capture high-intent customers. Optimize your ads with relevant keywords and compelling ad copy to ensure you stand out in search results.
Strategic Social Campaigns: Plan your social media advertising around your occupancy trends. Launch targeted campaigns during low occupancy periods to drive awareness and interest. Use engaging content to showcase your facility’s unique features and benefits.
Cross-Platform Insights: Use occupancy data from your PMS/FMS to refine your strategy. For instance, if you notice certain locations have a high occupancy, shift those budgets to low occupancy locations.
For self-storage operators, the perceived fight between social media advertising and Google Ads is over.
Both have their place in a well-rounded digital marketing strategy. Google Ads ensures you're present when potential customers are searching for solutions, while social media advertising allows you to engage with your audience and drive campaigns during strategic times. By understanding and leveraging the strengths of both, you can maximize your reach, improve occupancy rates, and ultimately drive more revenue for your self-storage business.
Get Adverank in your corner by scheduling a demo to learn more about how we can help you with your Google Adwords and social media advertising.
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