By Katelyn Murray
When you operate a business in a niche market like self-storage, growing an audience on Facebook is a challenge. Because this industry can be a tough market to build “likes” around, this article will offer some specific and general tips that will help facility managers not only grow the number of fans on their Facebook page but increase engagement with their target audience there.
No. 1: Brand Your Page
Facebook can feel like an impersonal platform for your business. However, there are small efforts your company can make that will help personalize your page and better connect with your target audience. These include creating a branded cover image, completing the information fields about your company, and adding several images of your facility and your employees. This will encourage your target audience to endorse your page.
No. 2: Basic Engagement
The single best way to capture the interest of anyone on Facebook is to engage consistently. Whether you post about something interesting happening at your facility, a promotion you’re running, or a link to an article about creative organization by Martha Stewart, consistently posting content on your page is a way to let your audience know you are active and engaged. Otherwise, what motivation do they have to add you to their daily newsfeed?
Piggybacking on that point, make sure the content you post on your Facebook page is not all promotional content about you. Post content your audience will enjoy as well. Here’s a great rule of thumb to keep in mind: Nobody wants to befriend someone who only talks about himself. Focus on content that not only benefits you but also your customers.
No. 3: Focus on Imagery
A reputable marketing study recently revealed customers engage with images more than any other content on Facebook brand pages. There are two reasons why images are easier to incite engagement. First, the Facebook user doesn’t have to leave the page to read or watch what you’ve posted. Second, once a user has “liked” your image, that image then appears in their own newsfeed for all of their friends to see. (Note: Images users “like” on Facebook appear in their newsfeeds, even if they don’t “share” them.)