Submitted to Investment Real Estate by Stephanie Pelski at The Storage Group
Many businesses try covering all the bases when it comes to social media. Instead, they really should be specializing in a handful of platforms. Quality takes precedence over quantity. Your facility should never assume a “one size fits all” mentality toward social media platforms.
Before choosing a platform, you first need to know your audience. For the self storage industry, it can be challenging because your audience ranges from college-aged students living in dorms to older couples moving into retirement communities. Just as the circumstances are different for these two demographics, so must the way you market your business to them. While Facebook users lean older, Instagram and Twitter are popular platforms with a younger crowd. It’s not a question of “which is best” in terms of overall platforms but instead of what is best in marketing toward a particular demographic.
With over 2 billion active monthly users, it should come as no surprise that Facebook reigns supreme when it comes to social media platforms. Of those users, 71% visit the platform daily! Therefore, it is absolutely essential that your self storage facility maintain an active Facebook presence. Of all social media, Facebook is the leader in user age-diversity, meaning people of all ages are engaging on the platform. This is important especially considering how different your self storage facility’s age demographic is. Your facility can receive great exposure to a variety of ages. Facebook advertising allows you to target very specific demographics, based on age, location, gender, interests. If only given one social media platform to use for business, Facebook would be it.
When using Twitter to promote your self storage facility, keep current college students in mind. Your Tweets should reflect what these young people are interested in while also of course, marketing your product. Content can include special rates, deals and services for students who are most likely looking for a seasonal rental. With Twitter, you can use animated GIFs to express your Tweet’s specific topic. This will stand out in the midst of a boring, generic self storage hashtag (#selfstorage). Also make sure to keep your Tweets short, sweet and to the point. Tweets at 100 characters receive a 17% higher engagement rate than longer ones.
When it comes to marketing your self storage facility, Instagram is probably not the first social media platform you’d think of as being helpful. However, when used correctly, you can increase your following. Instagram serves as a platform “for people to capture and share moments with each other.” Given this idea, your profile should strive to convey the personality of your facility. This can be done with content showcasing your employees, your facility’s story, and other personal, visual aspects. Though you are indeed marketing your business, you do not want your facility’s profile to come across as a billboard or blatant self-promotion. Therefore, stay clear of illustrations or animated graphics as they can come off tacky and kitschy. Instead, capture people’s attention with vibrant images and witty captions. This is what will earn your facility an increased following.
Of all the social media platforms out there, LinkedIn is the one where you are interacting and connecting with fellow industry professionals. Therefore, you don’t need to explain so much as to provide an update as to what’s new with your business. Since your followers most likely know a thing or two about self storage, you can instead share the recent happenings of your company. This can include announcing the opening of a new location, open job positions, new hires, unit auctions and more.
There isn’t a set rule book when it comes to which platform your facility should be using. You can be creative no matter the platform. The key, however, is providing due diligence to your social media accounts. This means immediately responding to questions from other users, prioritizing your visual aesthetics, and posting no less than two times a week.
About the author:
Stephanie Pelski is the marketing specialist for The Storage Group, the leader in cutting-edge self storage technology products and services. Based in New York City, Stephanie enjoys incorporating her love of popular culture and social media into creative content for self storage owners. With focus on website design, digital marketing services and software development, The Storage Group is committed to providing an improved customer experience and industry success. You can reach Stephanie directly at firstname.lastname@example.org or 407-392-2328 x159.