Why You Need to Add Video to Your Self-Storage Marketing
If you want to succeed in self-storage marketing today, use video. Billboards, social media posts, and even emails all seem to incorporate video instead of simple images or text these days. Assuming the primary goal of your promotional campaigns is to drive traffic to your business and drive sales, moving images are the way to go.
Do you feel overwhelmed by this? You should not. Adding video to your marketing strategy doesn’t have to be complicated or cause a headache. Let’s talk about the benefits first, then how to create campaigns and track your efforts.
Key Video Benefits
While a picture is worth a thousand words, a video tells a story. When you take the time to create a video campaign, you increase the overall visual appeal of your self-storage business. You show your audience what you have to offer, where and how it can benefit them. For example, a video showing someone packing up their storage unit helps viewers visualize their own belongings at your property.
Potential renters have a short attention span, so if you want to educate them on your property’s amenities or storage best practices, a 30-90 second informative video will drive higher engagement than an article about the same. topic. You can quickly explain something with the added bonus of visuals to guide viewers.
Video also allows you to create targeted and simple campaigns. There is little or no room for confusion. The audience can see very clearly the purpose of your message. For example, if you are promoting a certain unit size, you can display the unit and price on the screen. Your video content becomes a dedicated advocate for your product, service, amenities, or whatever else you are promoting.
Finally, video travels fast, especially on social media platforms where it is the main source of material. As with any marketing campaign, the goal is to cast a wide net to your target audience. Video makes this possible with the click of a button. Likes, comments and shares help you gain visibility and grow your reach.
What to include and where to post
When embarking on self-storage video marketing, you need to decide what to show and discuss and the appropriate platform to deliver your content to. This will vary depending on the type of video you are creating. For example, you can produce one of the following:
- Showcase of the establishment: Location details or property tour showing unique features, amenities, and curb appeal
- Manual: Demonstrations of how to pack items, stack them inside the space, or secure the unit door
- Speciality: Images of holiday celebrations, charity events, and other real estate events such as the installation of a new feature or an upgrade
You can also create content that capitalizes on the latest video trends, as long as it’s tasteful. This can be a great way to gain visibility and increase your reach. Don’t be shy, but stay professional.
Once you’ve created your self-storage video, you have several options for publishing it. Each has its advantages and disadvantages.
The most logical place to post is your company’s website. Depending on how you manage your web hosting, you may have the ability to upload videos directly to the site without involving a third party. Then you can use links to share your video via email and other digital methods.
Don’t forget to send it to current tenants! You can showcase your site’s amenities or let them know about policy changes. It’s also good for them to put faces to names. All this messaging is less “painful” to consume via video.
Of course, there are dedicated platforms for hosting videos, like YouTube, Vimeo, and Brightcove. Some are free, others are paid. One of the benefits of using a paid video hosting site is the ability to quickly integrate your content into email campaigns. Plus, you have peace of mind knowing that your content will stick around long after the links are distributed. Perhaps the most notable benefit is that viewers can watch your content without having to consume ads or unrelated posts. Also, when you pay, you are not required to have a minimum number of subscribers.
Finally, there are all the social media channels. These are quick to use and easily accessible, and monitoring their scans is a breeze. Depending on the video you’re creating, you can often share it across multiple platforms without much tweaking. However, you have to be careful with aspect ratios and scaling. Think widescreen or fullscreen. Your content is much more likely to be seen if presented in the right format.
Internal vs outsourced
If you and your self-storage team don’t feel up to the task of producing your own in-house marketing video, you can always hire an outside company. When deciding, consider your schedule and budget and whether you have the right necessities.
Creating your own self-storage video gives you full control. You decide everything, including location, camera angles, time of day, background music, special effects and more. You will determine who will be in the video and what they will say. You will also retain all rights to your content and control its use.
On the other hand, you will be limited to the creativity of the staff and their knowledge of video production, including the use of hardware and software. In addition, production, processing and editing take time. Here are some other things to consider:
- You’ll need a camera that records video at a high enough resolution for your platforms of choice. You may also want a tripod for camera stability.
- You’ll want to invest in video editing software. The market for this is vast, so explore several options before buying.
- If you want background music or supporting images, you should be aware of copyright law.
- You may need a video version for people who appear in your content.
If you choose to outsource instead, you’ll benefit from the provider’s expertise and resources, which will relieve your self-storage team. Your partner can make recommendations regarding the many decisions around video creation. However, you will have to work around the company schedule, which may not always meet your needs. Then there is the cost. Prices tend to increase depending on the quality and length of the video.
Monitoring and analysis of your video
To understand the effectiveness of your self-storage video campaigns, you need to set goals and track performance to know if you’re getting an appropriate return on investment. Good reports should show you if your content is serving its purpose or needs adjustment. Most video hosting platforms have built-in analytics for views, shares, comments, and likes.
You can also use custom codes in your videos to find out if they are the source of new business. Be creative! Tell your audience, “Come in and tell us your [color, food, vacation spot, etc.]and we will give you a special discount!”
The video marketing landscape is very fluid and offers opportunities for creativity, engagement, and connection. Whether you’re posting a quick facility update for your self-storage tenants or a longer explainer video to help consumers understand our industry, there’s a platform and audience for your content. Today’s viewers want more than copy and static images, so it’s time to up your game.
Your self-storage business has a story. Why not say it on video? Have fun and be professional. Happy shooting!
Mohala Johnson is the Director of Web Technology for Tellus Development Ltd., a real estate and development company that operates more than 30 self-storage facilities in the Southeast. With more than 10 years of experience in management and customer service, she takes care of the company’s marketing. Writing has always been a passion for her 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.