Keeping up with digital marketing is a must if you want your self-storage facility to rank high in web searches and attract new customers. But of course, it’s constantly changing. This article explores the top five trends affecting industry businesses in 2025 and how you can leverage them to your advantage.
Artificial Intelligence (AI) and Machine Learning
The advent of AI has resulted in several industry-shaking developments, and self-storage operators are increasingly adopting this technology to improve their marketing. Among the most notable ways it’s being applied in this area is personalization. By analyzing customer data and behavior patterns, AI-powered marketing tools create highly targeted campaigns that resonate with specific audience segments. This customized approach can significantly improve conversion rates and customer-acquisition costs.
Of course, marketing and customer service go hand in hand. AI-powered chatbots and virtual assistants are enhancing operators’ service capabilities, providing systems that can handle routine inquiries 24/7. They can also provide instant quotes and guide prospects through the rental process, improving customer experience and satisfaction.
In addition, AI is facilitating more personalized pricing options for self-storage shoppers, further increasing satisfaction level and loyalty. By leveraging advanced algorithms, the technology analyzes vast amounts of data in real time, considering factors like local market conditions, seasonal trends and competitor pricing. It then adjusts rental rates based on occupancy levels, demand fluctuations and even individual customer behaviors.
The integration of AI into digital marketing will become increasingly crucial for self-storage businesses in 2025. According to email and marketing-automations platform Mailchimp, 88% of marketers believe it’s essential to staying competitive.
Influencer Collaboration
Self-storage operators are discovering the power of influencer collaborations to boost brand visibility and attract new customers. This innovative approach leverages the trust and authenticity of social media personalities to connect with potential customers in a more engaging and relatable way. In fact, your brand can significantly amplify its reach by collaborating with influencers for promotional activities and marketing campaigns.
Consider working with influencers in related niches, for example, home-organization experts and real estate investors. They often have followers who are more likely to connect with storage-related content meaningfully, leading to higher engagement and conversion rates.
While celebrity endorsements might seem appealing, micro-influencers often provide more value and authenticity for self-storage businesses. They typically have 1,000 to 100,000 followers and boast highly engaged, niche audiences. For example, self-storage management company Storage Asset Management successfully partnered with two micro-influencers in 2023, which quickly resulted in new rentals.
Here are some strategies to ensure the success of any influencer-marketing campaign:
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Establish clear goals against which to measure campaign success, focusing on engagement metrics like shares, comments and new followers. You can also track key performance indicators such as click-through rates and conversions.
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Give influencers the freedom to create authentic content that resonates with their audience rather than dictating the creative direction.
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Provide high-quality visuals and content for influencers to share, making it easy for them to create compelling posts that showcase your self-storage facility and its amenities.
Local SEO
While local SEO has been a key digital-marketing strategy for self-storage businesses for some time, it’ll be more crucial than ever this year. As users increasingly prioritize relevant online results, optimizing for local searches can significantly boost visibility and drive foot traffic to your facility.
For example, by focusing on local SEO strategies, you can improve your chances of appearing in the coveted Google Map Pack, which displays the top local results for relevant searches. Here are a few other proven tactics:
Optimize your Google Business Profile. Ensure your listing is complete and accurate, including your business name, address, phone number, hours of operation and available services. Regularly update this information to maintain consistency across all online platforms.
Encourage and manage reviews. Positive and recent reviews can significantly impact your local search rankings. Actively solicit feedback from satisfied self-storage customers and respond promptly to all comments, positive and negative, to demonstrate your commitment to service.
Create localized content. Develop high-quality, locally focused content that addresses the needs of your target audience. This can include neighborhood guides, community-event coverage and storage tips specific to your area’s climate and lifestyle.
Local SEO is an ongoing process that requires consistent effort and adaptation to changing algorithms and consumer behaviors. Stay informed about updates to Google’s local search algorithms and be prepared to adjust your strategy accordingly.
Video Content
The use of video in your self-storage marketing content is no longer optional; it’s essential. According to recent statistics from software company G2, 91% of marketers use video in their campaigns. As many as 98% claim it’s a key part of their strategy, per video-production company Lemonlight.
Video offers a unique opportunity to showcase your self-storage facility in a dynamic, engaging way. In fact, this medium has the potential to capture and retain attention like no other. According to data-statistics firm Statista, the average U.S. internet user spends 52 minutes per month watching this type of online content.
As a self-storage operator, you can use video to communicate your facility’s value proposition and stand out in a competitive market. Provide informative content and valuable insights to potential customers, such as ways to properly pack and store their items. This not only positions your business as an industry authority, it helps address common concerns and questions renters may have. You might produce:
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A virtual tour of your facility, including its features and benefits
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Demonstrations of your security technology
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Tips for maximizing storage space
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Explanations of climate-controlled storage benefits
To fully leverage the power of video marketing, distribute your content across multiple platforms. Post it on your website, social media channels and video-sharing sites like YouTube to attract a wider audience and drive traffic to your self-storage business. Incorporate video ads into your digital-marketing strategy to target customers who are actively searching for storage in your area.
Voice-Based Automation
Voice search is no longer a futuristic concept; it’s here and growing exponentially, according to marketing-data firm Yauara. When paired with a virtual voice assistant like Alexa, Google Assistant and Siri—which are becoming integral to consumers’ daily lives—this technology can revolutionize the way customers find and interact with your self-storage facility.
You can also harness voice-based automation to improve your self-storage marketing. Develop voice-based content like podcasts or audio guides. Integrate virtual-assistant capabilities into your customer service. Prospects and tenants can use voice-search capabilities to check unit availability, make reservations or get instant answers to frequently asked questions. This not only enhances the customer experience, it streamlines operation, potentially reducing employee workload.
By paying attention to these five digital-marketing trends, you’ll be well-positioned to capture potential renters and drive growth for your self-storage business in 2025 and beyond.
Miles Davison, CEO and Cofounder
February 19, 2025