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Pinterest for Self-Storage Operators: Using ‘Promoted Pins’ to Drive Business

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By Cheli Rosa

Pinterest is a social media platform that allows people to look for ideas, deals or information on just about any topic in the world, including self-storage. A simple search will produce a multitude of “pins” you can re-pin to your account boards and reference later by simply logging into the website. Others can also access your pins, so it makes idea-sharing easy and fun. The site is very visual, with most posts containing images or videos.

Until recently, Pinterest was the new kid on the social media block; however, that’s changing. The site now has more than 100 million users, 85 percent of which are women, according to social media management website socialdraft.com. This is a highly desired demographic for self-storage operators. A recent blog by The Parham Group, a storage developer and operator, states women make up an estimated 84 percent of industry customers. Judging by that fact alone, your target audience is ready and waiting on Pinterest!

What Can It Do for You?

Pinterest is so much more than a place for posting recipes and craft projects. It’s a destination to share ideas about pretty much any interest you can imagine. Home décor, crafts, do-it-yourself projects, holidays and events are the most popular topics women pin, and there’s so much within those areas that relate to self-storage. Popular posts by active storage operators include storage-organization tips, facility features, property events, charity and community involvement, moving guides, and even non-storage topics that will generate interest.

This all sounds like fun, but how does it help your storage business make money? The most valuable thing about posting a pin on Pinterest is it nearly always contains a link back to your website. The search engine optimization value alone makes it worthwhile. “Social Marketing Writing” (SMW), an online magazine that publishes social media tips, reports that while a Facebook post reaches half of its total value within 90 minutes, a Pinterest pin doesn’t reach that point until three and a half months. That means each pin will reach significantly more people than any Facebook post!

Another great opportunity is to use Promoted Pins, which drives even more traffic to your website. This cost-effective tool is available to users with business accounts, allowing them to promote their best pins to a specific audience and track the results. Let’s take a look at how it works and why your storage business will benefit.

How It Works

We’ve already established that Pinterest is home to a large target audience for self-storage—women. Additionally, 47 percent of users report making a purchase due to a pin. A few years ago, the major downfall of using Pinterest for business would have been the lack of location targeting on the website. Users aren’t joined by networks as they are on Facebook. However, Pinterest has filled that void with the introduction of Promoted Pins.

This is the hottest new social media advertising tool around. It’s a series of shared ideas that are promoted on the website feed based on a user’s preferences or recently pinned items. They blend seamlessly with non-promoted pins, and even allow businesses to target potential customers based on age, gender, geography, interests, etc.

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