Expert Insights: Convert online enquiries into move-ins with quality content

Content has long been the king of marketing. Throughout the ages of print and moving pictures, all the way into the digital world, content has remained on top. While traditional marketing has stepped up its game and emails are escaping the junkyard, none have had the power to overthrow quality content. Why? Well, just like all major leaders throughout history, content knows how to talk to the masses.

From strong CTAs and eye-catching headlines to thought-provoking blogs and attention-grabbing videos, content is not only a filler on your website or social media profile but a fundamental communication tool. If executed properly, you can keep your current customers engaged and attract thousands more. That said, quality content demands more than a few catchy phrases or stock images, it requires thought, creativity and a sound strategy.

In today’s blog, we investigate a few content strategies with Digital First Copywriter Chelsea Westman and share how they can help self storage operators turn a couple of nibbles online into dozens of long-term tenants.

1. Engaging blog articles

Storytelling is one of the oldest forms of communication. From cave drawings to fables passed down over generations, stories have helped humans understand the world around them and each other. In the digital age, stories have taken on a new form – blogging. The conversational articles allow businesses to share useful information in a digestible way.

“With this strategy, operators can educate the public on the value of self storage, share notable changes, or simply publish thought-provoking pieces that increase website traffic and engagement rates on social media,” Chelsea says. “Your blogs need to be relevant and cover topics that would grab your audience’s attention in a second.”

2. Educational infographics

Infographics are the perfect blend of eye-catching graphics and informative copy. The ingenious images make use of simple graphs or illustrations and short, snappy statements to convey a complex message in a clear way. “Whether you want to highlight your facility’s growth or share some interesting statistics about the industry, an infographic is one of the most effective ways to share overly complicated information in a bite-sized form,” Chelsea says.

3. Social media marketing

A self storage operator’s online presence shouldn’t be underestimated, especially on social media. Over the years, social media has blown up in a big way, becoming one of the most effective ways to communicate with customers. “Instagram, Facebook, Twitter and more recently TikTok, are all key business tools that allow operators to boost their visibility online, increase brand awareness and create strong connections with their customers,” Chelsea says. “Regularly posting quality content here will make your facility appear more credible and trustworthy, while also ensuring it is always front of mind when a customer needs storage.”

4. Quality video content

As people’s attention span decreases, video is becoming a dominant form of media online. Generation Z in particular are driven to video content, with Google reporting that 85% use the video streaming platform YouTube as a researching tool.

“Whether incorporating video content on your website, YouTube channel or social media business profiles, self storage operator’s need to start posting more engaging videos that really grab their customer’s attention,” Chelsea says. “With video content, you can exhibit the best features of your store, make milestone announcements stand out and increase your facility’s engagement rates and likability online.”

5. Persuasive paid ads

Paid advertising is another form of content marketing that offers self storage operators a number of great benefits, one being that it’s a cost-effective way to boost website traffic. The strategy makes use of succinct copy, strong CTAs and attention-grabbing graphics to create adverts that are designed to draw in a specific audience. “Paid advertising is a smart tactic for operator’s looking for a broader reach,” Chelsea says. “With a carefully crafted ad, you can attract a variety of customers from all over the internet straight to your landing page and let your web copy do the rest.”

If you’re looking for a group of digital geniuses who have a knack for creating content that converts, look no further than Digital First. We offer self storage operators a variety of specialised digital marketing services, including online reputation management, social media management and copywriting. Contact us today to find out more or get a free online audit today.