We share a lot about social media marketing for your self-storage business. There are many reasons to use social media consistently. The key to social media is being consistent in posting to use the algorithms for each platform in your favor. What happens when your consistent posting and strong engagement aren’t generating the reach that you desire?
One option we consider with our clients is the use of paid ads. Paid ads are common on all platforms, and you will notice they are paid because they are marked as “sponsored” or “advertisement.” The most common option on social media or a search engine is to use the “Pay-per-click” option.
What is pay-per-click?
Pay-per-click is targeted advertising within a set of parameters that results in clicks on a specific link. The pay-per-click price is exactly as it sounds. Businesses pay each time their ad is clicked on throughout the ad campaign. Ads on the Google search engine are the easiest to spot. Ads on Google occupy the top 2-3 spots on search engine results and those are pay-per-click options. Each time a potential client clicks the sponsored ad, the business pays for the click.
A business will structure the ad to a specific amount they’re willing to pay over some time. They also set the target demographics which most closely match the customer base. This method is a great method that works alongside businesses’ SEO efforts. While Google repeatedly says that paid ads do not impact SEO efforts, there is a benefit naturally to the paid ads when a business is one of the top 2 search results even if the business paid for that spot.
No, this doesn’t impact the algorithm, but it does provide a boost in a business listing when that business appears at the top of the page rather than below the scroll. A strong, long-term SEO strategy is still necessary, but paid Google ads are worth considering.
What are social media-sponsored posts?
Social media sponsored posts will be platform-specific. On Instagram and Facebook, the posts will look just like a regular timeline post except the “sponsored post” message at the top on Instagram or the “advertisement” on Facebook. Businesses design the content they wish to use for the post and then pay for placement in the feeds of people who fit the demographic that is desired.
Both PPC and sponsored posts are cost-effective ways to enhance your marketing strategy for some time. For example, if you know that you have units opening up for occupancy in a specific month, a self-storage owner can plan a promotion for PPC or on social media to target a period and a demographic that would fill the vacancy in a specific period.
Another great use of these methods is considering the specifics of the business market. For example, a self-storage in a college town would be wise to consider marketing units to college students from March through May as move-out day approaches for on-campus housing. The business would select the period that lines up with move-out day as well as the demographics of the students at the school. Targeted marketing with specific information is the most beneficial way to use PPC and social media ads.
The last point to note about paid ads is that this method can accommodate any budget. With each option, a specific dollar amount is set to be spent per day and a campaign duration. The parameters are based on what the business can spend on marketing in that period.
In conclusion, paid advertising makes sense for specific businesses at various times throughout the year. If a self-storage is running at 85-90% occupancy, paid ads may be unnecessary. If the market shifts at all, paid ads can be a great way to remind potential customers why they need your business.
Our team of experts would love to work with you on your next self-storage acquisition. As the Argus Self Storage Network Affiliate for Florida (excluding the panhandle) and Georgia, we are ready to assist you every step of the way. Call us today at Coastal Storage 904-591-0140 to find your next property.