This is how you create successful marketing strategies for “Dull” industries
7 min read
7 min read
It’s not as easy as that and if it were, we’d all be elbowing one another to partner up with one of the major brands manufacturing said products. Still, the fact stands that certain products have their appeal and have an easier path to customers simply because of their functionality.
Most companies don’t manufacture flashy products that everyone is so obsessed with. A huge chunk of brands produce parts and pieces used in other products. Have you ever seen an iPhone? I’m sure you have. How about Nike sneakers, ever heard of those? I’m positive it rings a bell.
Do you also know that these are not essential products? What we need are nuts, bolts, flush valves for our toilets, shoelaces, cutlery – those are the products that fuel our lives. But, from a standalone product standpoint, there’s nothing flashy about them. And still, they make the world go round.
So, what do you do when you are in a so-called dull industry? Do you give up content marketing altogether and just hope someone will buy what you’re selling? We hope not.
We believe that content marketing can work for nearly every, if not every, niche and industry. It might be a tad more difficult to come up with a good marketing strategy for a welding industry machine than it would be for a new sports car, but it is certainly not impossible, and we’ll lay out some tips for you to use right here and now.
Before giving up without giving it a try, let us ask you this – Have you considered the possibility of your industry not being dull?
There is a general misconception of what’s dull and what is not. When it comes to marketing, with a creative mind it’s safe to say you can’t end up with a dull marketing strategy no matter the nature of what you are offering to your targeted audience.
You’re most likely working on creating content for a business and businesses are by design there to solve certain problems. That being said, you have a target group that has a problem you are solving by engaging them with your product or service.
Before we dive right into it, let us set some things straight. We use the “Steps you ought to take” as an expression, this is not a 12-step program nor another listicle to pass your time collecting letters with your eyes.
These are actual strategies marketers use when they are working with “dull” industries. Some may or may not work for you, it will all depend on what you have to offer. Here it goes:
Getting to know your audience is crucial. There’s no way around it and no shortcuts. You absolutely have to know who your target buyers are. So, put your detective hat on and learn about the people that need you and your product.
What are their interests? Why do they have those exact interests? How do you fit in there and how can you use this knowledge in your next marketing strategy?
One thing most brands considered “dull” do all the time dwells on specification and features of their products. People don’t care about that. They are instead interested in the ways the product will impact them.
Be vocal about your benefits and move everything else to the background. If you are targeting businesses, show them how your product saves them money and/or time. Why is it better than the competitors’ products? It all comes down to assuring them they will get something out of it. So, what will they get?
Having a complex product doesn’t justify having complex marketing.
If your audience doesn’t know how to visit your website or what is the value behind your product, you’re in trouble!
There’s mastery behind whittling your marketing down to the key details. There are not many Apples out there but even Apple told us: Don’t be afraid to go simple.
Your product may not be a beauty, and the chances are, it won’t catch someone’s eye because it isn’t much to look at. But, the battle is not lost there! This is your chance to make your product visually interesting. So think of artwork, colors, unique settings – this is the time for your creative mind to shine!
Yes, we did mention trickery up there but we don’t want you to deceive your customers. An unhappy customer is more of an acquaintance rather than a friend, and we want friends when selling products or services because we want people to come back to us, don’t we?
Still, trick their minds with wittiness in your marketing. Maybe your product isn’t sexy but that’s another reason why you have to turn to wits. Let’s face it, it’s wits or looks. And if you’re this deep in this particular article, your product needs to turn to wits.
Every product hides a story behind it and even more than one story. How did you come to the idea of creating this product? What did it take you to get where you are now? What difference will your product make in one’s life or business?
Storytelling goes hand in hand with marketing. Storytelling is what creates an emotional connection and makes things personal for your audience, so use that to your advantage and start talking!
Marketing humor is sometimes all you have. It’s a risky approach knowing that you have to have someone who is naturally funny to work on your marketing strategy, though.
Maybe on your next interviewing round (once you find out how your current Marketing Manager isn’t funny), you can open up an interview by asking a candidate to crack a joke.
A little humor can go a long way. With a “dull” industry, you can even joke about how dull people perceive your product to be. Nothing goes viral faster than a good laugh.
Not every product is interesting, sleek, or sexy like a phone, a car, or a pair of heels. And that’s OK! We still need toilet paper, doorknobs, screws, cranes, printers, glass, and whatnot.
You have something to offer and there’s surely someone who needs it. You just need to be inventive in ways to make them find it.
And if you can’t, you know, there’s always someone who can help you out.
P.S. Did you know we can do that for you?
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