E-commerce Link: Build Confidence
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."