9 min read

Author: Cassandra Carchesio, Manager, Marketing and Communications

Published on Parking Industry Insights

As a parking facility owner or manager, attracting more customers to your lot is paramount for success. While advanced technology and efficient management enhance the parking experience, leveraging digital marketing can take your efforts to the next level. An effective digital marketing strategy is essential for businesses to thrive, and parking facilities are no exception.

Creating a successful digital marketing strategy requires careful consideration. Below are seven essential elements to help you develop a comprehensive and feasible plan.

1. Define your goals and objectives.

Begin by clearly defining your marketing goals, such as enhancing brand awareness, increasing traffic to your parking facility, or maximizing parking revenue. Additionally, the objectives of your digital marketing strategy should be specific and measurable. For example, aim to increase website traffic by 50% within three months or expand your customer base by 60% in a year. Stating the goals and objectives in your plan can provide you with a solid foundation for your digital marketing strategy.

2. Gain a comprehensive understanding of your audience.

Your target audience is your revenue source, making it crucial to have a thorough understanding to help attract them to your parking facility. Start by identifying their preferences, behaviours, and frequently used platforms. This information will guide you in making informed choices for content creation and distribution strategies, ensuring your marketing efforts resonate effectively with your audience.

3. Develop and optimize your parking information webpage for easy navigation.

A user-friendly and informative website or webpage is the cornerstone of any successful digital marketing strategy. If your parking facility doesn't have one, it is highly recommended to be developed. If you already have one, you're one step closer to success! Ensure that all necessary information, including the location, operating hours, and rates, are correct and comprehensively displayed on the webpage. An easy-to-navigate and mobile-friendly page can enhance the user experience (UX) and increase the likelihood of customers visiting your facility.

4. Establish a location listing for immediate direction.

Setting up a location listing can offer a significant advantage in directing potential customers to your lot. More than 80% of Canadians use platforms like Google to obtain directions, enabling them to navigate effortlessly with just a simple click on the 'Directions' button. Displaying essential information about the parking facility, similar to the details on your website, dramatically increases the likelihood of attracting potential customers.

5. Implement Search Engine Optimization and Search Engine Marketing strategies to improve site visibility.

Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are crucial components of a robust digital marketing strategy for parking facilities. While they share the goal of increasing online visibility and driving traffic to your website, they operate through distinct methods and offer unique benefits.

SEO involves optimizing your parking website's content, structure, and online presence to improve its organic (non-paid) ranking on search engine results pages (SERPs). SEO strategies include keyword research, content optimization, link building, and website optimization to enhance visibility and relevance. When executed effectively, SEO efforts can yield sustainable results over time, leading to consistent organic traffic to your parking website.

SEM encompasses organic and paid advertising strategies to promote your parking facility on search engines and their partner networks. SEM primarily involves creating text-based ads, bidding on relevant keywords, and setting budgets to ensure visibility on search engine results pages. SEM campaigns can generate quick website traffic and visibility results, making it an effective strategy for short-term goals or promotional campaigns.

6. Leverage social media to engage with your customers.

Social media stands out as an optimal communication platform to connect with your audience, including platforms like Facebook, Instagram, Twitter, and YouTube. Share comprehensive information about your parking facility, including updates, promotions, and relevant content to foster a community. Additionally, utilize social media to communicate with existing and potential customers, gathering valuable feedback for continuous improvement. When doing so, ensure you develop a standard response guide to ensure you respond to customer inquiries promptly and appropriately.

7. Monitor and analyze performance for informed decision making.

Regularly monitor the performance of your digital marketing efforts using analytics tools. Track key performance indicators (KPIs) such as website traffic, conversion rates, and the effectiveness of various marketing channels. Analyzing this data provides valuable insights, allowing you to make informed decisions and refine your strategy.

Elevating your parking operation through powerful digital marketing is imperative in this competitive industry. Work with your parking provider's in-house marketing team or a reputable digital marketing agency to bring these strategies to life.

References

Carchesio, C. (2023, December 15). Why Digital Marketing is a necessity for your parking facility. Parking Industry.  

Digital marketing for parking facilities - precise ParkLink: Parking management services. Precise ParkLink | Parking Management Services. (n.d.). /ps-digital-marketing-services  

Fiorini, M. (2023, December 28). Why social media marketing is essential for parking operations. Parking Industry.  

Webb, A. (2023, October 24). The importance of having a google business profile in digital marketing. LinkedIn.