PetRelocation.com is a door-to-door pet moving service. Rachel Truair, Chief of Staff, and Caitlin Moore, Content Marketing Specialist, described their approach to content marketing for this company that handles all the logistics for pet moves across the globe.
They avoided the obvious strategy of just sharing cute cat and dog photos on their social channels, and instead focused on their customers. They have become a trusted authority by answering questions and solving problems for potential customers through their content. This has also greatly increased organic search traffic to their website.
Keep in mind what Rachel calls the “marketing iceberg.” A potential customer might ask lots of questions, but not come out and say what’s driving those questions. Whether buying marketing software or moving your pet, there is always emotion involved in making the decision. You need to tap into the emotion underneath all of the questions.
Collecting customer stories is easy because their client care representative just asks clients if they’re willing to fill out a form on the website after the move. A lot of people do, because they’re so happy when they are reunited with their pets.
When prospects read stories from happy customers making similar moves, they were 150% more likely to become a customer. But there were far too many leads to do this manually. “If we didn’t have a really strong technology behind our efforts, it would be very challenging to do all the marketing that we have been doing with such a small team.”