How Self-Storage Operators Can Use Social Media To Build Brand Awareness

May 31, 2024
4 minutes

To drive unit rentals and keep your facility fully booked up, you must find ways to use social media for attracting attention from potential tenants. “Winning” at social media and turning this marketing channel into a sales machine will come from experimentation. Self-storage facility operators should test a broad range of different tactics to generate brand awareness on social media platforms.

In this article, which is part of the series "How To Run A Self-Storage Business: 5 Strategies To Drive Unit Rentals," we will explore how self-storage operators can utilize social media platforms to enhance their brand presence and attract more tenants. This strategy, along with others, is crucial for driving unit rentals and getting growth channels firing on all cylinders.

Why Do Self-Storage Facilities Need Social Media?

Platforms like Facebook, Instagram, Twitter/X, LinkedIn, and even TikTok offer unparalleled opportunities to reach potential tenants, engage with existing tenants, and build a useful online presence. Here are several innovative ways self-storage operators can effectively use social media:

8 Social Media Strategies For Every Self-Storage Facility Operator

1 - Create Content To Spark Conversations & Conversions

When self-storage operators develop workflows for regularly sharing high-quality, engaging content, facilities can use social media to attract and retain tenants. This content can include how-to videos, customer testimonials, and behind-the-scenes looks at the facility. You can pique the interest of potential tenants by highlighting the unique features and benefits of storage units at your facility.

Actionable Tip

Here’s an idea: develop a series of "Storage Hacks" videos. Show potential tenants creative ways to use your storage units, such as organizing seasonal items or setting up a small business inventory. These videos can position your brand as a helpful resource and attract DIY enthusiasts who may have storage needs. You can tailor similar videos to the specific needs of your target market.

2 - Use Compelling Visuals To Drive Engagement

Visual content tends to perform exceptionally well on social media. 87% of marketers say video marketing has directly increased sales. Self-storage teams can showcase their facilities through virtual tours, before-and-after photos of organized spaces, and user-generated content from satisfied customers. Platforms like Instagram and Facebook are particularly effective for sharing visual content.

Actionable Tip

Why not create time-lapse videos of your facility staff preparing storage units or assisting tenants? These videos can highlight your team's efficiency and dedication to customer service, providing a behind-the-scenes look that builds intrigue and interest among prospective tenants.

3 - Running Promotions & Contests To Generate Intrigue

Social media is an excellent platform for running promotions and contests. You shouldn’t limit promotions and contests to email newsletters. Offering discounts, special deals, or hosting a contest can generate excitement and encourage users to engage with your brand. These activities not only increase visibility but also drive traffic to your facility's website.

Actionable Tip

You should consider launching a "Guess the Storage Space" contest where participants guess how many items (e.g., boxes, furniture pieces) are in a storage unit. The closest guess wins a free month of storage. This interactive contest can boost engagement and attract new followers. Like all of the strategies in this article, it’s worth giving contests a try!

4 - AI-Powered Content Creation To Accelerate Posting

AI tools can assist in generating content ideas, writing posts, and even creating visual content. In some cases, these tools can analyze trending topics and audience preferences to suggest relevant content that is likely to engage your followers. There is no shortage of potential tools available at your fingertips. The best thing you can do is to take advantage of any initial free trials or demos available.

Actionable Tip

You can use AI-powered tools like Google Gemini or ChatGPT to generate captions and longer-form social media content. This can save time and ensure your content is always fresh and engaging.

5 - Automated Scheduling To Free Up Team Members

Staying the course is key in social media marketing. AI-powered scheduling tools can automate the posting process - which will ensure that your content is published at optimal times for maximum engagement. This is ideal for facility team members who may not be around to manually publish themselves at the best possible time. Rather than letting team availability dictate your content calendar, you can use one of the many automated scheduling tools on the market to auto-publish content.

Actionable Tip

I’d recommend using an AI scheduling tool like Hoot-suite or Buffer. These tools can analyze when your audience is most active and schedule posts accordingly, freeing up your time for other business activities.

6 - Sentiment Analysis To Understand Perceptions

Some AI tools can analyze the sentiment of comments and messages. This can enable you to understand the perceptions of prospective tenants and respond appropriately. When used effectively, these tools can accelerate the process of communicating with both prospective and existing tenants via social media.

Actionable Tip

Take a look at various AI-powered sentiment analysis tools on the market. Find a tool you like and use it to monitor and respond to customer feedback in real-time. Tools like Brandwatch can help you gauge public opinion and adjust your strategies accordingly.

7 - Community Engagement To Foster Long-Term Relationships

Building a community around your self-storage facility is essential for long-term success. Self-storage operators can engage with their audience by responding to comments, participating in local events, and sharing community news. This approach can serve to humanize the brand and help build deeper relationships with existing customers who already use your facility.

Actionable Tip

You should consider partnering with local influencers or bloggers to co-host community events or online workshops related to organization and decluttering. These collaborations can introduce your brand to new audiences and reinforce your commitment to the local community.

Read: How Self-Storage Operators Can Use Local Partnerships For Cross-Promotion

8 - Paid Advertising To Extend Your Reach

While organic reach is valuable, paid advertising on social media platforms can significantly boost brand awareness and kickstart newer accounts. Self-storage operators can use targeted ads to reach specific demographics, ensuring that their message gets in front of the right people. Meta offers effective advertising tools (for Facebook and Instagram) that allow for precise targeting and budget control.

Actionable Tip

Use retargeting ads to reach potential customers who have previously visited your website but didn't make a reservation. These ads can feature special promotions or highlight unique aspects of your facility to entice them to return and complete their booking.

Final Thoughts

This article is part of a series, with the central article being "How To Run A Self-Storage Business: 5 Strategies To Drive Unit Rentals." When self-storage operators implement these strategies, they can enhance their brand presence and achieve business growth. Explore the rest of the series to discover more valuable strategies for running a successful self-storage business.

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