We once had someone tell us that we, or rather our form building application, wasn’t sexy. In some respects, I guess that person was right. Forms, by themselves, are not sexy, but to the people who use them and depend on them to gather data, they are, if not sexy, pretty damn important.
So how do you, a business owner, marketer, etc, that has a product or service that isn’t sexy make it sexy? Here are a few ways.
Tell Your Customer’s Story
Chances are that you have some interesting companies using your service or product. Create case studies. Invite customers to guest post on your blog, conduct video interviews with them, and share the content on your social networks. Reach out to bloggers in your space with their story, their successes. By focusing on cool and innovative uses of your product, you make it infinitely more exciting and open new avenues for people to talk and or write about you.
Open Up The Hood
Have an exciting technology driving your business? Have you created a unique system to help operate your business? Chances are that your company has something unique that drives it (or you wouldn’t be successful). Highlight unique aspects of your business and give people a peek behind the curtain. Most likely, this will be something that potential customers or members of the press will find interesting.
Let Your Customers Do Your Bidding
This is a little different than the first one. The beauty of social networks is that they allow your customers to talk about you. At Formstack, we monitor what people say about us on social media. Instead of just keeping all those nice things to ourselves, we created a Wall of Fame. We printed and framed those positive posts and put them in the hallway of our office.
We shared them and posted some of the tweets from the wall on our Facebook page and our blog. This got people talking about us again and enticed some of the people who wrote the original comments to re-post them. It generates excitement about your brand and product because it comes from real users of your service. It gets your customers talking about you, telling their friends how sexy you are and why they like you.
Just because you don’t have the shiniest gadget or most popular social networking application on the internet does not mean your business isn’t exciting. Dig a little deeper than the surface and see what will get people talking. Chances are you won’t have to dig too deep.
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