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Overcoming Common Social-Media Obstacles


By Walt Denny

Social media is getting more powerful every day. Nearly half of the Internet-using population interacts with social media on a daily basis. Although many companies have enjoyed solid success with it, others have neglected to adopt this method of marketing.

Following are some common obstacles marketers face when rolling out social-media initiatives and how to overcome them. With proper management and metrics and the use of the correct platforms, your self-storage business can effectively and efficiently capitalize on the growing value of social-media influence.

Obstacle 1: “I can’t find customers.”

Opening a Twitter account, setting up a Facebook page or creating a company page on LinkedIn are the first steps. Starting your social-media campaigns with a bang involves connecting with loyal customers. But how do you find them on social media? If you have an e-mail database of prospects and past customers, you’re in luck. Emerging businesses offer services that use your e-mail subscriber lists to locate your contacts on social networks, identify their “likes” and other important details.

Below are creative and easy ways to locate your e-mail subscribers on social networks. In three short steps, you can be on your way to connecting with prospects and loyal customers.

  • Export your e-mail subscriber list from your e-mail marketing software and upload it into a new, free e-mail address (Gmail, Yahoo! Mail, etc.).
  • With your contacts uploaded into the new e-mail address, link the new e-mail account to the Facebook or LinkedIn contact finder on each of the social networks.
  • Run the search for your contacts, and grow your social-media fan base with loyal supporters.

Another way to find prospects and customers is to modify existing lead generation and contact forms currently in place at your business and on your website. If your business uses online forms, add a data-collection field where social-media handles and contact information can be included.

In addition, use the send data from your e-newsletters and e-mail marketing practices. Locate active social-media users. Discover which subscribers are sharing your content on social networks, “liking” your brand, or connecting with you on LinkedIn. These simple steps can help keep your business at the forefront of prospects’ minds.

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