With Facebook becoming an increasingly effective platform for marketing, learn how you can make the most out of Facebook ads to grow your self storage business.
Advertising is obviously a central aspect of growing your business. It enables you to reach out to your current audience, consolidating an existing customer base, but also enables you to promote your business to new ones. While the primary method for online advertising has long been Google Ads, Facebook should also play an important role in your online marketing efforts. Facebook Ads offer an easy-to-use, intuitive, but equally effective way to reach the right people, and is definitely an avenue you should consider when promoting your self storage company.
One potential benefit to advertising on Facebook as opposed to something like Google, is that the space may be less saturated by other competitors. This means you’re able to drive traffic through an underutilised advertising platform. With more and more people getting online, including a growing number in older age brackets, Facebook is the largest and most diverse social media platform. As a result, advertising on Facebook means you have a greater potential for reaching the right people. Another reason to advertise with Facebook is their intuitive interface and easy-to-use analytics. Facebook offers basic metrics like ad engagement and reach, to more complicated ones like click-through rates and how long customers actually spend on your website after clicking on the ad. This will all help you monitor how effects, and more importantly how sustainable your ad choices are. Further, Facebook ads can have an incredible return on investment. While the cost of your ad campaign will obviously depend on scope, objectives, and content, it is surprising to many how affordable Facebook ads can be, and it makes it a great place to start.
Here we break down the key takeaways of the basics of an effective Facebook ad campaign:
Compared to Google, Facebook collects more member data, and as a result, it makes it easier to target your ads to a smaller audience. Their demographic targeting tool makes it a lot simpler for you to narrow your focus to your typical self storage customer. You can define your audience characteristics by age, location, occupation or education status, and much more. Creating specific demographic characteristics becomes especially powerful when you want to target certain promotions or services to a smaller, more focused group of people. For example, you can focus offers on people who have recently moved to your area, or ads for students moving away for the summer who may need storage.
An essential part of any marketing campaign is tracking how well your efforts are doing and knowing what to change. A great way to do this is to install a Facebook Pixel on your website and booking page. A Pixel is a small string of code that tracks your customer’s behavior on your website after being directed there from a Facebook ad. This lets you measure which parts of your campaign are working. With a Facebook Pixel, you’ll be able to track which of your customers actually go on to rent from you, or look into a service after they click through to your website. With this information, you can measure your return on investment much more easily, meaning you won’t spend money on poor-quality traffic.
A great way to reach new customers is to use lookalike audiences. This allows Facebook to create a separate audience demographic that is similar to a target audience you already have saved, created through a Pixel, and other sources like your existing page fans or your website visitors. The people in your source audience will be excluded from the new lookalike audience, and you can use more than one lookalike audience for a single ad set. Making lookalike audiences allows you to reach people that you wouldn’t be able to identify without a trove of data Facebook has to connect the dots for you. The audiences that you’ve created can then be saved so you don’t have to repeat the effort of identifying the commonalities for every ad campaign.
A/B testing is a method that lets you assess the impact on the changes you make on your Facebook ad campaign. It does this by running both the original and the updated campaign, randomly choosing one when it appears on screen, and then will measure the differences in engagements. A/B testing is a structured method in seeing what changes work best before making permanent ones.
With these features, Facebook advertising can be an extremely powerful tool for advertising your self storage company. Along with its intuitive and easy-to-use interface, Facebook should be considered a serious option for marketing your business online.
Converting leads into customers takes time, experimenting with different channels, and optimization. Though we always recommend going with digital, there are other “classical” offline marketing strategies to consider you should consider.
Related Article: Marketing Your Storage Facility Online
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