If you aren’t advertising your self-storage business on social media, you’re missing customers. Social media closes twice as many leads as outbound marketing, often at a fraction of the cost, according to HubSpot, an inbound marketing and sales platform. E-business online guide eBizMBA further states that with more than 1.7 billion active users, Facebook is the most popular social platform. It attracts people of all age groups and income levels who use the site not only to connect with friends and family but to find products and services.
Best of all, Facebook is easy to use for business purposes. Setting up and maintaining a page is a cinch, as is analyzing the customers who find and engage with it. Here are five ways you can get on the path to marketing success on this social media platform.
1. Be There
Just the fact that you have a good-looking, useful, active page on Facebook will make your company stand out from the rest. It’ll also demonstrate your professionalism and pride in the services you offer to your community.
There’s an immense marketing impact on Facebook. The world is mobile now, and a phone or other favorite device is often the first place people look for products and services in their micro-moment of need. If you’ve built your Facebook business page correctly, it’ll come up in searches, targeted to people looking for storage in your area. Your contact information and a link to your website will be front and center, as will a description of your business and services, with appealing photos and content that convert casual lookers to leads.
As you gather “likes,” you’ll prove that you’re meeting customers’ needs. And Facebook makes it easy for fans to share your page with their own friends who might be moving to town, downsizing or going through some other life transition that calls for self-storage.
When you post appealing content on your page—events, tips, contests and news—visitors will interact with that, too. This could also entice Facebook to place your future content in their news feeds, reminding them you’re there to help when they need it. If that’s not enough, Facebook’s analytics tools will allow you to analyze your customers and their interests, offering insight about who tends to choose your business and why. All it takes at the most basic level is that initial page setup and a bit of care and feeding.
2. Power Up Your Page
When you first set up a Facebook business page, you’ll have a choice to make. Since self-storage decisions tend to be local, it’s likely you’ll want to choose the local-business option over the standard business page. This will allow you to enter an address so Facebook can geo-target your page to customers near you.
If your business has multiple locations, your simplest and best option is to create a customized page for each, with photos and content related to every location. Facebook does have a streamlined solution for big businesses with multiple locations, but there are pros and cons.
Here’s how it works: Once you request location access for your page via Facebook’s help site, you’re then allowed to create a parent page for your company with multiple “child” pages for its various locations. This makes it easier to keep branding and content consistent, but harder for local managers to update their own pages. It also makes it more difficult to analyze the performance and customers of specific locations. Add the fact that the content you publish on your main page won’t migrate automatically to the location pages, and the upside dwindles.
Whatever you choose, fill out the page forms thoroughly. Facebook makes it easy, requesting a description of your business, an inspiring cover photo, your contact info and website, and your physical address for geographic customer targeting as well as category tags that will ensure the page comes up in relevant searches.
Here are some quick tips to keep in mind:
- Make your cover photo pop. Put your facility front and center, photographed in good lighting. Be aware that on mobile, the sides of your long cover photo will be cropped.
- Mention other locations. Use your main description to tell what you offer, and then mention your other locations.
- Publish a few posts. Before you start inviting friends and contacts to like your page, create some content to bring it to life. See below for content ideas.
- Put the Facebook widget on your Web page. There’s an easy plugin that lets you embed your Facebook page on your website so visitors don’t have to leave the site to see or like it.
3. Keep the Content Coming
Regularly post to your page. Your posts will show up in your fans’ news feeds, keeping them loyal and engaged, and encourage them to share. Most important, though, fresh content shows newcomers you’re active, engaged and enthusiastic.