Videos are a great way to market your storage business online. Don’t believe me? Read one of our recent posts on video marketing, or check out any of the nine example videos below to get awesome inspiration for your next facility marketing video. You don’t have to hire an expensive professional videographer or buy a fancy camera to shoot a great video for your facility. If you’ve got a smartphone and a little free time, you’ve got everything you need to make a high-performing video. Check out these nine tips to make high-quality marketing videos that convert leads into renters!
Ever heard of Keep It Simple Stupid (KISS)? Online searchers for self storage don’t have time to go looking for your website, business hours, location, or contact information. Check out the video best practices at the top of this blog post to make sure you’re providing leads with everything they need to find you and rent from you when they watch your videos.
Always include your facility name and location in the video title, such as:
Jana’s Self Storage Place - Climate Controlled Facility Tour - 123 Main St Kansas City
Then, don’t forget to include your website link in the video description and give your website a shoutout during the narration of your video (“Check out our available units at janasselfstorageplace.com.”). Your video’s description is a great place to put links to everything your leads might need, like a link to your website’s units page, links to additional facility locations, and links to your Facebook/Yelp pages. Make it as simple as possible for leads by giving them all the tools they need to find the answers to their own questions.
Video from RH Rebel Storage
Self storage searchers are thinking about their stuff and how it’d work out in your facility as they watch your videos. Don’t try to just attract all types of self storage renters with your video - think about what people in your community need to store, or what a tenant renting a specific type of unit needs to know.
For example, if you’re trying to attract more renters for your large climate-controlled units, you could make a video showcasing how much stuff can fit into the unit (using typical household stuff like couches, beds, etc.) and talk up the climate control feature, including how it will protect their furniture and clothing from damage like warping and mold. Show any other useful amenities that a renter of a large climate-controlled unit might be interested in, like dollies and carts, elevators, clean bathrooms, and easy parking.
Make videos like this for each “type” of renter you’re trying to attract. For some facilities, it might just be traditional storage renters, climate controlled renters, and outdoor parking space renters. For others, it may be indoor RV and boat storage tenants, renters who need a storage unit for their small business, or super secure units for renters who are worried about the safety of their household items.
Video from Premier Indoor Storage
Your future self storage renters are constantly on the go, which means nine times out of ten, they’re checking social media and watching Youtube videos on their tablet or smartphone. If a video from a local self storage place doesn’t load instantly and looks weird on their phone, they’re going to keep scrolling.
Before you upload anything to the internet, watch any video intended for leads on a smartphone. When it comes to marketing videos for your storage business, you don’t need to overcomplicate it. Short and simple is always better - try to keep your videos under two minutes long. Nix any special effects like title screens and transitions - these are dated and they just make you look unprofessional. Avoid long introductions and mood background music and just get down to the meat and potatoes of the video.
Video from RH Rebel Storage
Did you know YouTube is the second largest search engine with over 3 billion searches per month? Always try to get the maximum search engine optimization (SEO) value from your videos by titling them with important keywords, using tags, and writing a detailed video description. Content describing your video is just as important as the content on your website when it comes to driving traffic.
When it comes to SEO, video descriptions (the content that goes in the little box below your video on YouTube!) are incredibly important. Google’s search engine bots can’t “see” your video, so they crawl all of your video’s content, such as it’s title, tags, and description, to understand what kind of content is in the video. Always fully explain your video with a strong description, location information, and links to your storage business that will help both viewers and search engine bots find the information they need.
Video from Stor-N-Lock Self Storage
One of the biggest mistakes new marketers make with video is over-rehearsing. You’ll bore all your viewers if you read a video script in monotone and sound completely robotic. As a self storage owner, it’s unlikely you’re also a professional actor, and that’s okay! No one expects you to be perfect. In fact, it’s really off putting when a video narration or interview is far too scripted. It just feels fake, and users can see through the bullshit.
Be yourself and talk naturally as you would to a new storage renter. A few “ums” and “ers” are totally fine as long as you’re speaking clearly and in a friendly tone. Ditch a fully-written script and just remember a few key talking points instead to make your video more human and likeable.
Video from RH Rebel Storage
Over half of all people identify as visual learners, so take this opportunity to educate your leads with a great show and tell video. Teach your renters how to use your access control keypad, show how big a 5x10 unit really is by moving boxes and items into one on camera, offer tips for storing common household items like furniture and clothes, or give a tour of your office to show all of the great retail items you have for sale. People absorb a ton from video, so focus on getting smooth shots that tell the meat of your story, rather than just explaining it all while standing in front of your facility.
Video from SpareFoot
Always end your videos with a short call to action, which is marketing-speak for asking your viewers to take further action, like rent a unit online, check out your website, stop by your facility for a tour, or call your office. Always ask yourself what you want your leads to do once they’ve watched the video and then encourage them to do so in a friendly, natural way at the end of your video.
Don’t forget to provide links and information that supports your call to action. For example, if your video is about outdoor RV and boat parking spaces at your facility and your call to action is asking leads to reserve an RV or boat parking space for winter on your website, be sure to provide a link to your units page or RV and boat parking page online. Make it easy for them by being as specific as you can with links and detailed unit information.
Video from Avalon Storage
You don’t have to have a fancy camera to make a great video. If you have a newer smartphone, you can make a great video by just being smart about lighting and production. The best lighting for videos is partly sunny or overcast. If it’s going to be a full sun day, try to take your video during the “golden hours” of photography - in the morning (around an hour after sunrise) or in the evening (around an hour before sunset). These time frames allow you to capture softer light that’s easy on the eyes. Always avoid shooting when the sun is high overhead - that’s when lighting is worst.
If your storage facility is 24-hour or has exceptional artificial lighting at night, consider shooting one night-time video to showcase your lighting and security features. That way renters will know exactly what they can expect when accessing your property after dark. For more tips on getting great shots of your facility with a smartphone, check out this blog post!
Video from Greenbox Self Storage
Whenever possible, show to-be renters how great your security is by giving them a behind-the-scenes look at your camera footage, in-office security monitoring tools, or CCTV monitors. Obviously, you don’t want to reveal all your secrets, just in case someone with bad intentions is watching the video, but it’s great to show viewers that you have an eagle eye over everything that’s happening on your property.
If you have access control with built-in SMS alerts that send a text to tenants whenever their access code is used, be sure to talk that up, as well. Show renters that you’ve invested in security thoroughly to help them feel more safe storing their valuable items with you.
Video from RH Rebel Storage
Thanks for reading! If you liked this blog post, you may also like: Why videos are more powerful than photos in storage unit marketing, The 6 videos your storage business needs to win customers online, and 11 of the best storage marketing videos you'll want to copy.