E-commerce Link: Would You 'Like' to Buy?
It wasn't terribly obvious to the folks at SteelMaster Buildings that Facebook was a good place to be prospecting. As it turns out, the company is one of the best Facebook B-to-B examples I've found to-date. Here's how the business gets U.S. and international leads and sales—right on its Facebook page.
SteelMaster is a 30-year-old company selling prefabricated steel buildings and roofing mainly for industrial, agricultural and military use. Let's face it, Facebook doesn't exactly pop to mind when you think "corrugated steel buildings."
Yet SteelMaster is generating and converting leads to new customers—all across the globe—by applying three success principles in very interesting ways. They company is:
1. Solving problems: SteelMaster is solving unique problems for customers that, when witnessed by new prospects, fosters "can-do" confidence in them.
2. Designing to sell: The company is giving customers incentives to tell stories that spread quickly and provoke new customer prospects to contact the company.
3. Creating curiosity in prospects: This B-to-B and B-to-C seller is exploiting what customers already love doing on Facebook (sharing photos) in ways that create curiosity and action.
Exposing Customers' Successes to Win Leads
Here's the rub: SteelMaster successfully exploits one of Facebook's top activities, photo sharing. Through photos and videos (telling stories) of current customers' projects, the company plants seeds in the minds of latent (long-term) prospects and creates "tip-ins" for customers on the edge of a purchase.
SteelMaster's products often solve unique problems for niche customers. That's why the company exposes potential new customers to this fact through photos and videos of existing customers on Facebook.
SteelMaster's buildings and roofs are literally some of the strongest structures on the planet. Plus, they're amazingly good in extreme applications. For example, they're exceptionally functional when protection from earthquakes, hurricanes and other violent acts of nature is needed.