E-commerce Link : Build Confidence
To build sales, you have to move beyond engaging customers with social mediaDecember 2012 By Jeff Molander
Generally, pet owners are the kind of people who get excited when something really great happens to their pets—something like a successful relocation thousands of miles overseas. There's another thing about pet owners that's important to Farris' social marketing success: People love to take photos of their pets and share them on Facebook.
You won't be surprised to hear that (when given a little bit of an incentive) pet owners are happy to take a photo of their successfully relocated pets—actually being relocated by a named PetRelocation.com team member—and post it on their Facebook pages. Most customers jump at the opportunity to say thank you to Farris' company for making something that they, deep down, weren't totally sure could happen, actually happen successfully!
Trust Is the Outcome of a Process
Let's hit pause for a moment. You might be thinking, "OK, I got it, but I sell products to other businesses." Or maybe, "I don't have the luxury of dealing with cute dogs and cats—my customers don't hang out on Facebook all day long sharing photos." Fair enough. I plan to give other examples of B-to-B success stories in upcoming columns.
Please resist getting bogged down in the stories themselves. Rather, keep the key success principles in mind—the process for getting engaged prospects to buy:
- Solving customers' problems.
- Designing social marketing to sell (create response).
- Translating customers' needs.
Whether you're a B-to-C or B-to-B marketer, there is power in making the buyer feel like, "yeah, I can have this in my life ... I can have this situation go in a direction that gives me a promotion or won't get me fired!" Or "I can get to that goal I want and get some help doing it the right way, on time and without it emptying my bank account."
Giving customers that sense of confidence is the best way to earn deeper levels of trust. The truth is, your business can leverage this same technique on LinkedIn or using YouTube videos. It's mainly about exploiting the remarkably good experiences your account or customer service team provides. And that takes a plan, a process.
In Farris' case, Facebook is showcasing PetRelocation.com's ability to make all of those fears and doubts vanish from her customers' minds. You can do the same. You can capitalize on the success created in your customers' lives to knock down barriers to selling to other people who need your service.
Let Social Marketing Work for You
PetRelocation.com is letting social media do the heavy lifting. This company is amplifying all of its best qualities using social media—qualities that are already built into its culture. Social media is just amplifying it.
Farris isn't merely creating engaging content or telling stories about PetRelocation.com on her blog or Facebook. She's solving customers' problems and showcasing her experience in ways that bring potential customers toward her business. She's solving problems, designing her strategies to sell and translating—listening to all of those questions on her blog and always knowing exactly what to blog about.
In fact, Farris and her team are having fun with social media marketing. You can, too.
Once again, the secret sauce is actually not a secret. Making social media sell for you is mostly about getting back to basics. Sorry gurus, but being known, liked and trusted enough to earn the investment of fickle customers demands giving them confidence in themselves, not just telling a good story.
Jeff Molander is the author of "Off the Hook Marketing" and adjunct faculty of digital marketing at Loyola University. Reach him at firstname.lastname@example.org and read his blogs at www.jeffmolander.com/blog and www.makesocialsell.com/blog.