A few days ago I came across a forum where someone posted a really interesting question:
“I have a really “boring” product, is there a way that I can have an impact on social media?”
Fortunately, the answer is yes.
Unfortunately though, a lot of social page and account managers are under the common misconception that people care as much about their product as they do.
They don’t realize that constantly sharing pictures of different SKUs, or talking about their product’s features all of the time doesn’t do anything for their customers.
Instead, you would want to go about promoting “boring” products in the same way that you would promote any other products – create value for your fans and followers.
If you are selling a product that is a little bit less interesting, you may have to be a bit more indirect in the content that you share.
Here’s an example:
Let’s say my company sells light switches (sorry for offending any light switch sales reps out there). I may care tremendously about the light switches that my company offers, but the average person simply won’t find them interesting.
The last thing we want to do is constantly post pictures of our light switches, talk about the type of plastic they’re made of, blah blah blah.
Instead, let’s take a look at our target audience. This is purely off of the top of my head, but let’s say that your target market is as follows:
- Ages 35 – 55
What you’re going to want to do is come up with content that you know your audience will find interesting. Keep it as closely related to your product as possible, but don’t be afraid to get creative.
I may post a fun do-it-yourself project and challenge our followers to try it themselves. To add another layer of engagement, I would ask them to take a picture of their completed project, and post it on their page tagging us in it. I’d then take the best ones and share it on our company page.
See what we did there? We got our fans thinking past our “boring” light switches, and instead made our brand fun and exciting.
The best part about this indirect approach is that when you do sprinkle in some posts about your products, your fans are going to be much more accepting.
What do you think? Have you had any experience selling products that most people would find “boring”? How did you go about doing it?