How Self-Storage Operators Can Win the Digital-Marketing Game With Pinterest – Inside Self-Storage

As the digital world continues to evolve, innovative marketing tactics will be key to staying competitive and visible in crowded self-storage markets. Pinterest provides unique opportunities for facility operators to capitalize on an engaged audience and potential customer base. Learn to target your content to these users while enhancing your local SEO!
June 16, 2024
In the fast-paced world of digital marketing, social media has transcended its original purpose of connecting people and evolved into a pivotal tool for marketing and influencing consumer behavior. It’s fascinating to see how platforms that were originally known for inspiring home décor or fitness routines are reshaping industries we typically consider utilitarian, such as self-storage.
Founded in 2010, Pinterest quickly carved out a niche for itself as a visual search engine where inspiration for nearly any project or interest can be found and catalogued. Unlike social platforms that are geared primarily toward communication, Pinterest focuses on personal curation of ideas, making it a go-to resource for millions of people who are looking to plan their next big project.
With more than 450 million active users, Pinterest serves not just as a passive browsing tool but as a vibrant community where inspiration leads to action. Despite the rise of numerous other social platforms, it remains highly relevant, offering unique opportunities for self-storage businesses to capitalize on its engaged and forward-thinking user base.
Pinterest’s unique appeal as a pictorial planning tool makes it a great way to influence self-storage prospects, offering a platform on which to showcase facilities, highlight features and share organizational tips. Innovative operators can create visually engaging content that highlights practical and desirable uses of storage space, enhancing its service appeal.
Integrating the right content into blogs that are linked to Pinterest boosts audience engagement and enhances search engine optimization (SEO), creating more opportunities to attract and convert potential self-storage customers. In fact, it can be a powerful tool for enhancing your company’s digital presence. By pinning blog content that includes useful tips, facility updates or customer stories, you can drive traffic from Pinterest back to your website. This increases engagement and improves search-engine rankings by creating backlinks as users share and save the pins.
To maximize the SEO benefits, include keywords related to self-storage in your Pinterest posts and blog titles, and use high-quality images to encourage clicks and re-pins. These strategies can significantly expand your online visibility, attracting more potential customers to your website.
Creating a content strategy for Pinterest that aligns with your SEO goals involves targeting broad and niche keywords potential self-storage customers might use. For instance, if you operate in Indianapolis, a practical approach might be to target “storage in Indianapolis.” To leverage this, you could write a blog post about the cost of living in the city, which is related but less competitive, attracting readers who moving to or considering a move to the area.
An effective pin could feature an infographic summarizing the blog post that’s visually engaging and informative, which makes it more likely to be saved and shared. This pin should link directly to your self-storage blog, enhancing backlink quality and driving traffic to the site. Such strategies boost local SEO and increase the visibility of your services to potential customers who are actively researching their new locale. This targeted approach ensures that your content meets your operation’s SEO needs and addresses potential customers' specific interests, making it a powerful tool for generating leads and conversions.
Highlight local events. Create pins and blog posts about events in your area, like “Things to Do in New York City Today.” Link these events to the need for temporary storage solutions, making your content local, relevant and useful.
Offer moving tips. Provide practical advice on things like “Moving to San Diego: A Stress-Free Guide.” This can include tips on choosing a self-storage unit, packing efficiently and settling into a specific, targeted neighborhood.
Focus on seasonal solutions. Develop content around temporary self-storage needs specific to your facility’s greater metro area. For example, if you’re in Aurora, Colorado, you could create a pin with the title “Winter Gear Storage Solutions in Denver,” then use seasonal imagery specific to the city’s demographic interests. Perhaps an image of a snowboarder would appropriately capture your target audience’s attention! Then, add snowboarding keywords in your description along with direct links to your self-storage blog for detailed advice.
As the digital world continues to evolve, embracing innovative marketing tactics will be key to staying competitive and visible in crowded self-storage markets. Through targeted content strategies that integrate Pinterest, facility operators can significantly enhance their local SEO and effectively reach potential customers. By focusing on local interests, events and needs such as moving and seasonal storage, you can create highly relevant and engaging content that resonates with the community.
This approach not only drives traffic to your self-storage website through strategic backlinks, it positions your facility as an integral part of the local landscape. Implementing these strategies could lead to measurable improvements in online visibility and customer engagement.
Alison Tyler is the social media manager for Atomic Storage Group, a Chattanooga, Tennessee-based management and consulting company that operates 75 self-storage facilities in several states. Alison has seven years of experience in content marketing and social media management. She began her self-storage career at National Storage Affiliates Trust, where she was an SEO (search engine optimization) manager and spearheaded successful digital-marketing strategies for iStorage and SecurCare Storage. To reach her, email [email protected].
Alison Tyler

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