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3 Common Goals for Your Self-Storage Operation's Social Media Marketing

By Derek Hines Comments

While many self-storage operators recognize the value in creating a social media presence, many don’t have a set of concrete goals they’re trying to achieve through their online outreach. Setting goals for your social media program will give you guideposts for the types of content you post, the platforms you use and the frequency of postings required. Here are three common objectives that will work for most any self-storage business.

Goal 1: Increase Brand Awareness

Brand awareness is how readily recognizable your brand is by potential customers. You want your company name to be the first to people’s lips when they discuss self-storage. Social media is a great way to keep reminding people who you are. But how?

First, decide which platforms work best for your brand. You know the big three: Facebook, Twitter and Instagram. The second tier includes YouTube, Pinterest, Snapchat, LinkedIn, Google+ and others. Each platform has a different demographic and socio-economic user makeup. For instance, you may be surprised to learn that 75 percent of adults who make more than $75,000 annually use Facebook.

Once you’ve decided which platforms to use, you’ll want to focus on creating content that’s shareable and diverse. Maria Dykstra, founder of digital-marketing firm TreDigital, suggests this mix: 60 percent industry-related, third-party content, 30 percent company-related content and 10 percent promotional content.

As you begin posting, there are three main metrics you should track to see if you’re increasing brand awareness:

  • Followers: By tracking the growth of your followers over time, you’ll be able to see how well your social media efforts are paying off.
  • Reach: This refers to the number of people who see your posts. As you post content, monitor the reach each post gets and customize your messages toward the types of posts that reach the most people.
  • Shares, retweets and mentions: Pay attention to the posts that are getting liked, shared, retweeted and commented on, and cultivate similar messages for added engagement. Each platform offers analytics dashboards that will show you these metrics.

Goal 2: Increase Engagement

What’s engagement? Simply put, it’s the amount of interaction your posts receive. If you’re on Facebook, this means shares, likes and followers. If you’re on Twitter, this is retweets and followers. And if you’re on Instagram, engagement is measured in likes and followers.

If you’ve been posting on social media for any length of time, you know how frustrating it can be to accomplish this goal. The key is trial and error. You must be willing to experiment with different types of content on several platforms at different times and dates. That’s a lot of variables, but finding the right combination can really get the ball rolling in terms of interaction with your customers and, ultimately, increased brand awareness and sales. Here are some ideas:

Try a little humor. Your audience doesn’t want pitch after pitch about how great your company is, nor do followers want every post to include that week’s special offers. Instead, try posting humorous stories, GIFs or videos, which are more likely to be forwarded and increase your reach.

Give visuals. People love to look at pictures. Whether it’s an image of a beautiful location, a nice sunset or cute animal, there will be an instant draw. If you can, post images of real people. This can be of your staff having fun at a company gathering or a customer who just received great service. Eighty-seven percent of content shared on Facebook consists of photographs, according to Social Media Examiner.

Ask for it. If you’re not getting any activity on your posts, try asking for it. Ask questions like, “If your house was on fire and you could only grab one item, what would it be?” Or create a Twitter poll: “Is your garage too full to park a car in it?” Additional approaches include fill-in-the-blank statements, caption-writing contests or asking people to post their favorite animated GIF (this one seems to be quite effective).

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