Do you know why so many companies that offer innovative products fail? They experience failure because they don’t know how to present their new-to-market goods the right way. They do not share information, do not share content, or when they do, they often share the wrong message.
If you have designed an innovative product, you should focus your marketing efforts on educating your ideal customers, your target audience.
Consciously and unconsciously, people tend to avoid things that they do not know and understand well. Therefore, your main task is to use social media to familiarize customers with your product and ensure that your product will be used adequately after its purchase, ensuring an outcome with a happy customer.
1 Create How-To Posts
What questions and concerns do your customers have regarding your product? Do they know how to use/install/wear/clean your product? Provide your customers with how-to guidelines, and you will double your sales.
For instance, if you sell robot vacuum cleaners, write a step-by-step guide on how to empty the bin and clean the filter. Or, if you sell flat-pack furniture, create a video on how to assemble the parts and explain whether some specific machinery is needed.
Once your customers understand that your product is easy to use, install, and clean, nothing will hold them back from making a purchase.
2 Partner with Influencers
Who runs the world of social media? Any guesses?
Travel bloggers, fashion bloggers, beauty bloggers, fitness bloggers… They have such a great influence on your target audience! If you don’t know how to educate customers about your product, partner with influencers, and they will do all the hard work for you. They will explain why your product is important, how it works, and why it is worth buying.
Take a look at the following post published by a macro-influencer, Officially Quigley. In her post, Quigley explains what the BackMarket’s offering is all about and why everyone should opt for it.
You can use the same approach to reach your target audience and explain the concept behind your innovative product.
3 Interact with your Audience
Pretty often, shoppers decide not to buy a product because of choice overload – they simply can’t choose one suitable product from a great variety. You should explain to your customers how all your products differ from one another and guide them in making the right buying decision.
Let’s consider an example of how a famous beauty brand leverages social media to address this issue.
Clinique offers a great range of foundations and concealers, and that leads to overchoice. Some women don’t buy a concealer not because they don’t need it but because they have no idea how to choose a shade that will match the foundation they are using.
In its recent Instagram post, Clinique has offered customers to assist them in finding a perfect concealer’s shade. Customer support agents have answered each comment – they have helped women pick the right products and explained how to use them for the best effect.
If your customers experience some similar difficulties with choosing or using your products, create interactive social media posts. Reply to each comment and provide comprehensive answers to all the questions. Stay in touch with your followers – it will allow you to get more orders and build trust with your customers.
4 Talk About Sustainability
Are you trying to build a sustainable business? Make your customers aware of your goals and encourage them to support the sustainability movement.
Here is an example of how IKEA leverages this strategy on social media. It published guides to “sustainable seating” and some other activities that allow customers to reduce their environmental footprints.
Why it’s important to discuss sustainability on social media? A recent survey revealed that 65% of consumers want to buy purpose-driven brands that advocate sustainability. So it will be wise of you to educate your customers regarding your sustainability efforts.
5 Collaborate with Experts
If you operate in a niche where credibility plays a vital role, for instance, finance, education, or medicine, you should find experts in the field and invite them for collaboration.
Imagine you are a new brand that sells products for newborns. Your target audience is the moms. If you write a post that explains how your product can benefit a newborn, not many moms will trust your words. But if you present the same information in the form of an interview with a reputable pediatrician, women will be eager to buy your products.
Or let’s consider another case. Imagine you want to launch an innovative product for college students. You can partner with higher education experts from Subjecto or professors from the best national universities. Such collaboration will add credibility to your brand message and help you win the target audience’s attention.
6 Promote Educational Blog Posts
Do you publish educational content on your company’s blog? Use social media for promoting those blog posts – that’s a great way to boost your content marketing efforts.
Invite your social media followers to check the link and read some useful information about your product or the niche you work in. You will hit two birds with one stone – you will educate your audience and drive more quality traffic to your website. https://www.instagram.com/p/CJZpbcTF4Ic/
7 Inspire Product Usage
If your customers are already familiar with your product, you can show them some new ways to use it. For instance, if you sell cosmetics, you can show which of your lipstick works well for creating romantic looks or pairs well with silver eye shadows.
Such “inspirational” posts will get people to want to try more of your products. It will help you increase sales while also improve brand loyalty.
8 Share Sneak Peeks
Probably one of the simplest ways to make people trust your brand is to share photos and videos of how you produce, pack, distribute, test, and transport your products. If you show people that you run a transparent business and have nothing to hide, the loyalty levels will spike, and you will accomplish all your marketing goals.
Wrapping It Up
We hope that this article has given you some new ideas on how to educate your customers and social media users about your product on several social media platforms like Facebook and Twitter, Instagram and Pinterest. Now it’s your turn to use these tips to up-level your social media marketing strategy on all social networks you are active on.
We wish you inspiration and good luck to make it happen!