The story of David and Goliath has become an archetype throughout history, an inspiring tale of how the little guy beat the big boy through patience, integrity and cunning. For thousands of years, this story has been adapted into myriad scenarios, whether it’s a little kid overcoming a big bully at school or a little business going to face-to-face with a big company.
This anecdote is no different for small self storage companies; those locally owned and operated facilities, the mom-and-pop shops, the customer-oriented businesses that are getting crushed by industry giants. So how can you knock these Goliaths off their feet? Internet marketing.
The Competition
As a small self storage operator, you’ve probably been “bullied” by these so-called Goliaths, self storage companies with limitless funds and infinite resources for marketing and advertising. They manipulate you into thinking that your little ole brand can’t win, that your business can’t survive in today’s economy. As a result, some small self storage operators try to go toe-to-toe with the large companies, stretching their already slim budgets and wasting precious dollars on unprofitable endeavors such as haphazardly re-branding. Others simply give up, ultimately selling their business to the big guy. David didn’t give up without a fight, and neither should you.
How to Compete
Goliath relied on strength and intimidation. We admit it; the large self storage companies don’t lack for strength, and they can certainly can be intimidating. But this story isn’t about strength and intimidation is it? It’s about the little guy winning against all odds. It’s about the little guy coming out on top. So rather than bowing down to the self storage bullies, which is exactly what they want you to do, ask yourself, “What would David do?”
Take a moment to chew on this. These big conglomerates focus on one aspect of brand affinity: the rational space. This area piques the interest of consumers wishing to save money and come out with a good deal. But doesn’t every big business tout the same message? The large businesses are about making a profit, not making lasting relationships with customers. And there’s their Achilles heel. Consumers don’t just want to save money any more; they want to develop a rapport, engage in conversation and form a connection.
For now, forget about the rational road. What you can do as a small self storage business is nibble on the two other pieces of the brand pie: the cultural and emotional dimensions. When people search the web, they are often looking for solutions to their problems, whether that be a mother looking for a convenient place to store her kids’ seasonal clothing, a business seeking a cost-effective storage space for documents, or a sports enthusiast researching safe locations to store his/her boat and fishing gear during the off-season.
In other words, you want to offer a genuine solution for each unique individual, not a blase sales pitch for a general audience. You want to incite interest and establish a trusting relationship with your online visitors. You want to answer their questions and fix their problems. But how do you do that? By offering informative, educational and intriguing content. Tell your self storage company’s story. Lead the conversation on social media platforms and encourage your followers to interact with you. Blog about apropos topics, such as wine storage during wine season, and seasonal decoration storage during big holidays like Halloween and Christmas.
Come out on top
Implementing a holistic internet marketing plan allows you to cater to your target audience so your little self storage business can compete with the big guys. ROI Online, an internet marketing agency, partners with small self storage operators to help them take on their competitors online. We will guide you in developing an online marketing plan based on your customer insights; one that includes content creation, social media publishing, mobile search directory optimization, and user-friendly, navigable web and mobile design.
Goliath’s digital foothold is undeniable. Aggregate or aggregator sites such as SpareFoot.com and mega self storage companies like Extra Space Storage and Public Storage, and their paid, top-of-the-page ads and towering billboards will most likely always loom over small self storage operators. But they don’t have to overshadow you. Remember, it’s not your name that wins; it’s your voice. So take a cue from David. Be nimble, think on your feet and let your voice be heard.
Questions and Final Thoughts?
How is your self storage operation currently competing online? Is it successful, or do you want to try a new internet marketing strategy?
