E-commerce Link: Build Confidence
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.