Social media has become the primary channel for consumers to communicate with a brand or service. Facebook currently has 1 billion users! Twitter has 241 million active users. LinkedIn has 277 million users. Pinterest, one of the fastest growing social networks has 77 million users as of 2013. Using social media has become a part of our daily lives. Businesses that provide products and services have to learn to listen, analyze and engage with customers through social media. Using the many (or just one or two) social media platforms as a part of an overall marketing plan will allow self storage facilities to distinguish themselves and their services to their customers and community. Success in social media is not fully based on search analytics, but on managing social media content, interacting with fans and followers and creating great content that engages consumers.
When creating a social media program for your self storage company, you must first set your goals for the program including deciding who your audience is, what type of content you want to create and how often you want to share this content. Great and consistent content is the most important factor in a social media program. What type of information do you want to share: facility information, storage tips, organization tips, local information? Great content engages followers and improves the chances for your fans and followers to share your content with their friends.
There are many social media networks and platforms that self storage operators can use to reach their customers and potential customers. The main platforms are Facebook, Twitter, LinkedIn and Pinterest. Blogging either via the operator’s website or an outside channel, such as WordPress, is critical to helping with your search engine visibility and ranking. Facebook and Twitter are where your fans and followers “hang out”. Twitter is used by businesses to share short messages about products and services, while Facebook is great for sharing photos, tips and general information with consumers. Pinterest has become another “must-have” platform for self storage operators. Women, who are the key demographic for the self storage industry, are the main users of Pinterest. Women make up 80% of the users for Pinterest. Pinterest is a great tool to share photos of facilities, infographics and share (repin) other’s photos and information.
Once you have set your goals and decided what social media platforms you want to focus your marketing program on, then it is time to set-up your pages. Each platform has easy instructions for set-up. Fill out the “about” information as thoroughly as possible. The more information that you share, the better it is for your customers. Add photos of your facility, staff and local events to your pages. After the pages are built and you have decided on your posting schedule, then it is time to build your fan base. Start with your employees and their friends and family. Have them share your pages to their friends. It is a grass roots effort that will continue to grow as you start posting content. Also, build your fan base by offering incentives to your customers to like your pages.
Self Storage customers and your competitors are using social media. It is time to use this great free marketing tool to build your community of fans and followers. Find out more about social media and self storage in Linkmedia 360’s white paper: “Social Media: The Self Storage Operator’s Storage Guide” that you can download today!