IS YOUR BUSINESS BORING

While marketing a business in a dull field presents a few extra challenges, it’s not impossible. t can be difficult to know how to market a business that doesn’t have a natural “hook.” In fact, with the right attitude, marketing a boring business can actually be pretty interesting. Here are ideas to get you started:

Focus on the benefits

Often, entrepreneurs have trouble marketing a boring business because they focus on what they find interesting about their companies - not what the customers care about. Follow the old marketing advice to “focus on benefits, not features” in your marketing, and turn your perspective to the customers’ point of view. What does your business do for the customer?.

Find the angle (People)

Bringing a human factor to your marketing makes any business more relatable. This could include:

• Sharing the history of a multigenerational family business, how it changed over the years.
• Explaining what inspired you to start your business. 
• Sharing the stories of the people who work at your company.

3. Emphasize social responsibility

Is your business involved in any community causes or charitable organizations that add interests? Sharing this angle of your business can make it stand out from others in your “boring” industry, especially when it comes to getting publicity for your business.

4. Differentiate yourself from your competitors

This is important for any business’s marketing, but especially if your business is in a dull industry. How are all the other companies marketing themselves? Check out their websites, ads and social media accounts and do something different.

5. Focus on your customers

Make it a practice to gather testimonials from satisfied customers and get permission to use them as part of your marketing. You can even create videos interviewing customers about how your business has helped them. Encourage customers to share content and post on your business’ social media pages. You can hold contests or surveys on social media to get more customer content.

6. Share info that is interesting to your customers

What interests your customers may not interest the average person. For example, if your business sells equipment for offices, you can create content that’s interesting to office managers. It doesn’t have to directly relate to your product, just to their interests. Share the info in blog posts, email newsletters or social media. You’ll attract more to your business website and hopefully get them to learn more about your products.

7. Think visual

Photos and videos make anything more interesting (yes!). Get creative with your images. Do a behind-the-scenes video of your manufacturing assembly line at work and employees putting together the product. Show a before-and-after video, Regularly change up the photos and videos on your business website and social media accounts.

8. Promote yourself as an industry expert

When you interact with others in person, you have a chance to promote the human side of your business. Even if what you actually do is boring, you can engage prospective customers with your personality. Get out and get visible in the communities where your customers spend time, whether industry conferences, the local Chamber of Commerce or LinkedIn groups. Be helpful, start conversations and answer questions. As you develop a reputation as an industry expert, you’ll find more and more prospects are interested not only in what you have to say, but also in doing business with your company.