Your Self Storage Online Relevance Always Starts With Google

Last week we talked about a strong internet presence for your self storage facility.

How do you do that?

There are many facets to a strong internet presence, but they all start with Google.

And that is challenging because you will be competing against some monster players with lots of resources.

But the good news is we can begin showing on a Google search because showing up can be purchased. You can out bid (we will talk about a little later) your monster competition, at least for a while, and show up for people searching.

But first let’s create some context.

Interesting Facts

From our conversations with a Google representative at the last SSA conference, here is what I learned.

1. Storage inquiries are up 33% on Google.

   • You can go to Google/trends will help you see some of the recent searches used.

2. According to Google, 61% of storage users start with a Google search.

3. According to Google, 83% of  customers do not have a company in mind.

4. According to Google, 2.4 are the average number of storage companies considered.

That is good news

This tells me that if you can show up and be relevant to a consumer searching for self storage, you stand a great change of attracting that customers (or at least an inquiry from that customers).

As I dive deep into the online marketing world, the number one theme from all I hear is “mobil”. Be mobil friendly, show up beautifully on mobil devices.

This is still relevant in the self storage space, however, desk top is still very relevant. Perhaps more in self storage than most other products or spaces.

Also very interesting is that according to Google, 74% still want to see the facility and unit before buying.

In this order, here are what potential customers tell us they are interested in:

1. Price.

2. Trustworthiness.

3. Location.

4. The facility is well maintained.

Again, this is what customers say they are interested in, and sometimes what they say, and what is true are two different things.

But given this is their stated priorities, I would venture to say, your website homepage should address these items in some form or fashion.

Here Are Some More Interesting Statistics

• 58% of people searching on internet will go to your website if you show up on page one of a Google search.

• 22% of people will ask friends or family.

• 25% rely heavily on the rating they see online about a facility.

• 6% rely on recommendations from social media.

  • That is why it is important to have a strategy for getting ratings and showing up on social media.

Take Aways

All of this tells us that it is important to show up and be relevant. Being relevant means addressing the needs and concerns consumers say they need, and making it easy for them to see you ratings, prices, location and the condition of your facility.

Consumers today have high expectations and they will give your site, your facility about one second to determine if it appears relevant, or they move on.

Remember, they are not looking at a lot on line. The average is 2.4 companies considered nowadays.

Another way to capture them as potential customers on line to to have Immediacy of Action opportunities.

Give them the opportunity to take action immediately. In other words, contact you, reserve a unit, rent a unit, etc.

Don’t make it hard form them. We have all been to websites where you have to search for a phone number.I hate that. I am usually mad by the time I find it. it is like today’s companies don’t want a phone call.

Don’t be that company. Make it easy for them to call you if that is what they want (and a certain percentage of the public will).

On Line Rules

• Be there.

  • When people search online, be there and show up.

• Be Useful.

  • Make it easy for consumers to get they main concerns answered.

  • 51% of people went to a company they had no idea existed before a search.

  • 61% say they went there because of location-make that easy to figure out.

• Be Quick.

  • Optimize your site for quick loading. 40% of consumers abandon a site if it takes more than 3 seconds to load.

• Be Personal.

  • Have location, phone number and web address on every add, page etc. Address consumers concerns, not what you think they should know.

But most importantly, be there at the right time.

When is that? When ever someone searches.

This requires a combined strategy of pay per click and showing up organically.

I know it takes time sometimes to show up organically, but have a valid strategy for this with you web site provider.

And have a pay per click strategy until you do and in most cases, even after you show up organically.

Why? Because your competition does.

If you are interested in a training class on how to optimize Google for self storage owners, reach out and let me know.

If there is enough need for this, I can put together a Bata Group and we can create the best practices together used on the results we get as a group.

Just reach out to me or leave a comment below.

Remember, show up and be relevant online. This is the new online world in which we find ourselves, and rather than just turn it over (which is a valid thing to do, just don’t turn over and hope) know what is needed and how to get there in today’s new online realities.