Your business may operate CNC machines or manufacture Solar Panels; but does that mean that you your firm should be labelled as ‘boring’, just because of the nature of the work you do? Speaking from vast experience of working with a number of firms in the industrial, manufacturing, legal and financial sectors, there really are opportunities to break the negative stereotypes. In fact, the web offers a great opportunity to make even the most mundane industries interesting and engaging.
This is often because these industries deal with technical or complex topics that are difficult for the general public to understand or relate to. Examples of industries that are often considered boring include accounting, insurance, legal, and financial services. However, it’s important to note that the perception of an industry being boring is often subjective and the views on this vary from person to person. Some people may find accounting or legal services fascinating, whilst others may find them dull and uninteresting. Even if an industry is considered boring, it doesn’t mean that it can’t be made interesting with the right approach. By focusing on the benefits and outcomes of the services offered by a particular industry, and by using engaging and interactive content, it’s possible to create a website and marketing strategy that captures the attention of your audience and helps you stand out from your competitors.
Don’t forget, there are also organisations that are typically exciting by nature, but not necessarily in practice. Maybe a fashion house, or music production company just isn’t delivering their content appropriately across digital platforms and channels. They may be delivering content which simply doesn’t stimulate or excite the end user. It’s not necessarily that the user is bored. By creating ‘engaging platforms’ through your website and social media channels and through delivering highly engaging content in a consistent manner, there’s every chance ANY company can stop being labelled as ‘boring’.
Ultimately, it’s up to businesses within these industries to find ways to make their services more interesting and engaging for their target audience. With the correct approach and with a plan/clear strategy and pathway in mind, any industry can be made interesting and engaging on the web. Just take a look at the recent website our agency delivered for Ivor King. Doesn’t this site just reflect the need to make a business, commonly associated as ‘boring’ by nature (no pun intended on Ivor King being ‘bored piling contractors’) work even harder than most other sites to engage audiences?
One way to make a boring industry interesting is by telling a story. People are naturally drawn to stories, and they can be used to humanise even the most technical or complex topics. For example, if you are in the insurance industry, you could use real-life examples to explain the importance of having insurance and how it has helped people in difficult situations. How about, with a family run industrial or construction organisation, explaining what makes the firm special and close to your heart. Be personable and share family photos from the workplace, which we encouraged Ivor King to with the heritage area of their site. Build a connection with your audience through the effective use of visuals and videography. People are far more likely to engage with content that includes images and videos. You could use infographics, charts, or animations to help explain complex ideas in a simple and visually appealing way.
Finally, you could also consider using humour or a unique perspective to make your content more interesting. A fresh approach to a boring industry can be a great way to attract attention and make your website stand out. Why not step out of your comfort zone, or (if not for you) hire an in-house content or marketing specialist to produce something such as a podcast to take your blog or insights to the next level? These could be insightful instructional videos on how production is going through to ‘live from the factory floor’.
If hundreds of thousands of people tune into the BBC to watch shows such as Gregg Wallace walking around a Factory Floor, perhaps there’s hope for your business to really build an audience base, and build your brand this way – using digital as a means to do so.
Sherry Turkle is the founder (2001) and current director of MIT’s Initiative on Technology and Self. Turkle received a joint doctorate in sociology and personality psychology from Harvard University and is a licensed clinical psychologist. One of her most famous quotes is:
To summarise; what is stopping you from reimagining your business in a digital world for a digital audience? A company that might be associated as boring doesn’t need to remain so on the web. By working with a suitable digital agency, having a clear strategy, you can create a stunning website and engaging ‘ongoing’ content that captures the attention and imagination of your audience to help you achieve your business goals. This is your chance to standout from the crowd and to deliver a website and digital marketing strategy (in-tow) to really set yourself apart from the competition – to acquire more engagement and conversions.
Our digital agency has a wealth of experience working with companies operating within, what might be considered – boring sectors or industries. We have experience working with MSS Lasers, In-Situ Machining, TDT Technology and Solax Power to name just a few companies; and we’ve successfully worked with their in-house teams to transform perceptions of their companies across the web; delivering great results. Get in contact today to see how we can drive engagement for your business.