After storage owners list their auctions online, it’s time for promotion. While the online auction provider handles the majority of the publicity, there are actions sellers can (and must) take to help, too.
Every online auction provider has its own marketing strategy. Since the end product is online, much of the advertising and marketing is, too. Different providers are active on different websites, whether it’s social media, Craigslist, or providers tailored to specific locations. Sellers can also advertise their units via their facility’s social media pages and website.
Search Engine Optimization – Mastering Internet Searches
Posting auction advertisements on these different types of websites helps improve the auction provider’s search engine optimization (SEO). Increased SEO is key to online marketing because it helps more users locate auctions in their areas with simple Google searches.
While SEO seems like a complicated concept, there are easy ways sellers can help increase the SEO for their auction provider and eventually lead to more bids on their units.
First, sellers should take advantage of the “tag” feature most sites offer. For instance, if a seller typed “used washer and dryer” as a tag for the unit, and many people search that same inquiry, Google can gather data on those hits. Over time, that seller’s facility will have enough postings of that tag, which the auction links will come up in someone’s search for used appliances.
Sellers can also help increase SEO by placing links to the storage auction site on the facility site, there is a greater chance of people clicking the link. The result is twofold; it introduces them to storage auctions and creates SEO credibility for both the facility site and the auction provider’s. Sellers should take interest in helping increase both sites’ SEO credibility because it helps the sites move up the Google results list.
Newspaper, Contact Lists, and Word of Mouth – Oh my!
While online marketing is important, sellers should not forget about traditional strategies like newspaper ads, contact lists and word of mouth.
Many state lien laws still require managers to post newspaper ads about upcoming auctions, even if the auction is online. All managers need to do is include the name of the online auction provider and a link to their listings. (Check with state lien laws for further details). With online newspaper articles and apps, these links can even be clickable and make the process run smoother.
When sellers first switch to online auctions, they should make a contact list of all the people who usually attend their live auctions, and call or email them to let them know about the change. Also, as people call the facility inquiring about upcoming auctions, managers should add the callers’ names and information to that list. Then, when the facility hosts online auctions, they can send links and photos of their units to everyone on that contact list.
Finally, sellers should never forget the power of word of mouth advertising. Tell friends, family members, tenants and visitors to the storage facility about online auctions. Let them know when they should check out your facility’s units online, and there may be more bids and higher profits.