Why You Need to Add Video to Your Self Storage Marketing

If you want to be successful in self storage marketing today, use video. Billboards, social media posts, and even emails seem to be substituting video for plain images or text these days. Assuming the primary goal of your promotional campaign is to drive traffic to your business and boost sales, motion graphics are the way to go.

Feeling overwhelmed? you should not. Adding video to your marketing strategy doesn’t have to be complicated or a headache. Let’s talk about the benefits first, and then how to create campaigns and track your efforts.

Key Video Advantages

While a picture is worth a thousand words, a video tells a story. When you take the time to create a video ad, you’re boosting the overall visual appeal of your self storage business. You are showing your audience what and where you have to offer and how it can benefit them. For example, a video showing someone packing their storage unit can help viewers visualize their own cargo in your property.

Potential renters have short attention spans, so if you want to tell them about your property’s amenities or storage best practices, an informative 30- to 90-second video will get more engagement than an article on the same topic . You can guide your audience by quickly explaining something visually.

Video also allows you to create targeted, direct marketing campaigns. There is little room for confusion. The audience can see the point of your message very clearly. For example, if you offer a special price on a certain item size, you can display the quantity and price of the item on the screen. Your video content becomes a loyal fan base for your product, service, amenity, or anything else you promote.

Lastly, videos go viral, especially on social media platforms that are the primary source of footage. As with any marketing campaign, the goal is to cast a wide net to your target audience. Video does just that with the click of a button. Likes, comments and shares help you gain exposure and grow your reach.

what to include and where to post

When you start marketing with self-storage video, you need to decide what content to show and discuss and the appropriate platform to use to deliver your content. It will vary depending on the type of video you create. For example, you might generate one of the following:

  • Facility display: Site details or property tours showcasing unique features, amenities and curb appeal
  • Operation method: Demonstrate how to pack items, stack them in a space, or secure unit doors
  • specialized: Footage of holiday celebrations, charity events, and other property events, such as installing new features or upgrades

You can also create content that takes advantage of the latest video trends — as long as it’s tasteful. This can be a great way to gain exposure and expand your reach. Don’t be shy, but keep it professional.

After you create a self-saved video, you can publish it in a number of ways. Each has its advantages and disadvantages.

The most logical place to post is your company’s website. Depending on how you handle web hosting, you may be able to upload videos directly to your website without using a third party. You can then use the link to share your video via email and other digital means.

Don’t forget to send this to the current tenants! You can showcase your site facilities or notify them of policy changes. Putting faces on names is also fine with them. All of these messages are less “painful” to consume via video.

Of course, there are also specialized video hosting platforms such as YouTube, Vimeo, and Brightcove. Some are free, while others cost a fee. One of the advantages of using a paid video hosting site is the ability to quickly embed your content into an email campaign. Plus, you have added peace of mind that your content will remain around long after the link has been distributed. Perhaps the most notable benefit is that viewers can watch your content without being forced to consume ads or irrelevant posts. Plus, you don’t need to have a minimum number of subscribers when you pay.

Finally, there are all the social media channels. They’re easy to use and accessible, and monitoring their analytics is a breeze. Depending on the video you create, you can often share it across multiple platforms without much tweaking. However, you do need to pay attention to aspect ratio and scaling. Think widescreen vs. fullscreen. Your content is more likely to be seen if it is presented in the correct format.

In-house vs. Outsourced

If you and your self storage team aren’t up to the task of producing your own marketing videos in-house, you can always hire an outside company. When deciding, consider your schedule and budget and whether you have the right essentials.

Creating your own self-storage videos puts you in full control. You decide everything, including location, camera angle, time of day, background music, special effects and more. You decide who will appear in the video and what they will say. You also retain all rights to your content and control how it is used.

On the other hand, you will be limited by the creativity of your staff and their knowledge of making videos, including the use of hardware and software. Plus, production, processing, and editing take time. Here are some other things to consider:

  • You’ll need a camera that can shoot video at a high enough resolution for your platform of choice. You may also need a tripod to stabilize the camera.
  • You’ll want to invest in a video editing software. There’s a huge market for this, so explore a variety of options before buying.
  • If you want background music or secondary graphics, you need to be aware of copyright laws.
  • You may need to post videos for individuals that appear in your content.

Conversely, if you choose to outsource, you’ll be able to tap into the expertise and resources of your provider, reducing the burden on your self storage team. Your partner can advise on many of the decisions surrounding video creation. However, you have to work to the company’s schedule, which may not always suit your needs. Then there is the cost. Prices tend to scale upwards based on video quality and length.

Track and analyze your videos

To understand the effectiveness of your self storage video campaigns, you need to set goals and track performance so you know if you’re getting the right return on investment. A proper report should show you whether your content is serving its purpose or needs tweaking. Most video hosting platforms have built-in analytics for views, shares, comments, and likes.

You can also use custom codes in your videos to see if they are a source of new business. Be creative!Tell your audience, “Come in and tell us about your favorite [color, food, vacation spot, etc.], we will give you a special discount! “

The video marketing landscape is very dynamic, offering opportunities for creativity, engagement and connection. Whether you’re posting a quick facility update for your self storage tenants or a longer how-to video to help consumers understand our industry, there’s a platform and audience for your content. Today’s audience wants more than static copy and images, so it’s time to up your game.

Your self storage business has a story. Why not tell it through video? Just have fun and be professional. Happy shooting!

Mohala Johnson is Director of Network Technology for Tellus Development Ltd., a real estate and development company that operates more than 30 self storage facilities in the Southeast. With over 10 years of management and customer service experience, she is responsible for the company’s marketing efforts. Writing has always been her passion and she is excited to share her knowledge with the self storage industry. Connect with her @MohalaJohnson on Twitter or www.linkedin.com/in/mohalajohnson.

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