By Jana Basler
You wouldn’t think tweeting about toilet paper could be that interesting, but Charmin’s tweets are gold. Seriously, go follow them right now. With more than 74,000 followers, the company is killing it at Twitter marketing by tweeting out creative and hilarious content, sharing bear-y cute graphics and hosting fun voting contests. It perfectly jumps on trending topics and hashtags (like #dogshaming and the Rio Olympics), and the company always shows its relevance.
So what can your self-storage business learn from this toilet-paper legend? Check out the following five tips on how to increase your lead traffic on Twitter.
1. Use a Social Media Management Service
So maybe you’re already using a social media management service such as Sprout Social or Hootsuite, but are you using its analytics effectively to hone in on your audience? You can set up these services to monitor relevant hashtags for you, discover new customers, and even track followers and conversations. This kind of social listening can provide you with a much deeper understanding of your followers and their friends (aka your customers). And after you know what kind of content your followers (read: customers) want, you can market smarter. After you’re able to tap into what content is shared and what’s ignored, you'll be able to grow your social media account quickly.
Social listening follows your audience for you so you can start using relevant hashtags and jump on trending topics. It also helps you cater content marketing to your audience’s lifestyle and online preferences. And, of course, the better you understand customers’ demographics, the more effectively you can market and sell to them. It’s totally worth it to use social media management services so you can gather important data on your audience and keep tabs on your competitor's content.
2. Host Interactive Contests
Interactive contests are a fun way to spice up social media, and they’re also a really effective lead-generation (lead-gen) tool. Offer a prize that’s related to your self-storage business, such as a free 5-by-5 unit for 90 days or a moving-truck rental. Make sure the prize is enticing enough that it incentivizes people to join. Ask them to vote, like or share your content to win. For the most lead-gen opportunities, add a “gate” to your contest by asking people to like your content or share their e-mail address. Your strongest leads are the people who are willing to share their information with you.
Making your content creative and fun is also crucial to getting people to play. Cross-promote your contest on your company’s blog, website or Facebook page to get even more users to vote and participate. After hosting a few successful contests, you can start upping the stakes and give away prizes not related to your self-storage business. Host a themed contest using trending or local events, such as your local high school's homecoming week or the National Collegiate Athletic Association’s March Madness. Partner with popular local businesses for more ideas that your community will love. Here are some I like:
- Viewer’s choice: Ask followers to vote on a mascot for your business. Your favorite idea wins a prize.
- Likes for prizes: Ask followers to share their best moving tips. The tip with the most likes wins a self-storage-related prize.
- Guessing game: Play a guessing game by hiding an Easter basket and asking followers to guess the number of the storage unit in which it’s stashed. The person who guesses the closest wins the basket filled with gift certificates and goodies from other local businesses.
- Scavenger hunt: Partner with local businesses to host a community-wide scavenger hunt. Post clues on your social media page and ask followers to share their picture with the item to get the next clue. Give prizes to the first five finishers.
3. Tweet Lead-Gen Content the Right Way
If you’re spending time tweeting and still not getting the results you want, you might need to take another look at your lead-gen content. First, start by strategizing your call to action (CTA). Your CTA needs to be enticing enough that people are willing to exchange their name and e-mail address for it. This could be anything from a free e-book to free first month’s rent at your facility.