How to increase your brand awareness
The public perceptions of self-storage
As we mentioned in our recent blog article on marketing self-storage to Gen-Z, the 2024 SSA UK Industry Report tells us that only 43% of the public they surveyed believe they understand what self-storage is, a figure that’s hardly changed in the last 8 years.
This statistic highlights a significant opportunity for self-storage businesses to raise awareness and educate potential customers about how the service works. With a high chance that there’s demand for self-storage from an audience that simply isn’t aware of the service, here are our top five cost-effective ways to increase both your brand awareness and product understanding.
#1 Provide shareable discount codes
One of the easiest and most effective ways to boost brand awareness is through word-of-mouth. Offering shareable discount codes to existing customers who are moving out can encourage them to spread the good word about your services to friends and family. This method not only generates new leads but also serves as a cost-effective customer acquisition channel. When happy customers share their positive experiences along with a discount code, it adds a level of trust that is hard to achieve through traditional advertising alone.
#2 Create referral schemes with local businesses
Partnering with local businesses that align with your services can be mutually beneficial. For example, movers, estate agents, home stylists and van hire companies are all excellent partners for a referral scheme because of the overlap in your customer bases. By promoting each other’s services, both companies can expand their reach and attract new business. It’s important to do your research, however, as you will also need to promote these partnerships to ensure both parties benefit. Make sure you find reputable partners who understand your brand.
#3 Sponsor community events
Community involvement can go a long way in building brand awareness. While funding sports teams or installing billboards in local areas can be effective, they often come with high costs. Instead, consider sponsoring pop-up events like local festivals. These events offer a great way to connect with the community without the significant upfront investment. While you may not see an immediate return on investment, being visible at these events can help you establish a strong local presence.
#4 Write informative blog posts
Writing blog posts that provide guidance on topics related to self-storage can attract potential customers to your website. Focus on evergreen topics like “What to Consider When Moving Overseas for Work” or “How to Declutter Your Home For Viewings.” These topics are not only relevant year-round but also help boost your website traffic if you’ve nailed the SEO aspect. Well-written, informative content can position your brand as an authority too, making it easier for potential customers to trust your services.
#5 Launch specific pay-per-click (PPC) campaigns
If you’re already running digital ads then you’re likely already targeting phrases like: ‘self-storage near me’. However, starting a PPC campaign for keywords that instead target commonly stored items, such as ‘temporary piano storage’ or ‘storage for snowboards in [location],’ can be just as effective. People may not be familiar with the concept of self-storage, but they often know the specific items they have collecting dust. By targeting these keywords, you can reach potential customers who have a problem but don’t yet know that you’re their solution!
Conclusion
By implementing these five cost-effective strategies, you can significantly increase your brand awareness and educate potential customers about the benefits of self-storage. Start small, measure the impact and adjust your strategies as needed to find the perfect mix that works for your business.
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