E-commerce Link: Would You 'Like' to Buy?
Yet it's SteelMaster customers' ability to apply these products in creative ways that makes it possible for Facebook to create leads. SteelMaster's customers have always been good at finding insanely creative ways to apply their products—nifty steel buildings. Facebook simply offers the ability for others to witness the remarkable, meaningful ways customers are applying products.
Here's how the success of current customers is resulting in leads on Facebook. When prospects witness an existing customer's success firsthand, it:
• plants a seed in their minds ("Hey, maybe I could use this kind of product to solve my problem"); and
• gives "can-do" confidence to prospects ("Hey, that looks simple, affordable and actually doable, without much risk or hassle").
Designing to Sell: Incentivizing Storytelling
SteelMaster is giving customers incentives to tell stories that spread quickly and provoke new customer prospects to contact the company.
You might want to read that last half again, because that's the part most of us miss.
SteelMaster's customers run the gamut, from everyday people to farmers to movie set designers to small businesses and global nonprofits who need reliable housing solutions in extreme conditions.
The uses for SteelMaster's products are visually intriguing. They tell many kinds of unique stories, spanning dozens of countries and languages. Sure, the company specializes in serving specific industrial markets. But there is no limit to the creative applications by the company's customers.
This is how the business discovered Facebook was a hotbed of lead generation activity just waiting to happen.
People love to tell their success stories. Think about the last time you assembled something that you weren't actually sure you could put together. We humans tend to be interested in showing off our finished creations. And this is especially the case with SteelMaster, considering how so many of its customers are do-it-yourselfers.