Do you consider yourself a 'boring' business or industry? If the answer is yes, don't be so hard on yourself! It's time businesses stop thinking in terms of how sexy they are (or aren't), and remove 'boring' as a barrier and excuse to diving into content marketing. Instead let's focus on how video can boost your message, USPs, and overall brand. Video helps you connect with your prospects in a meaningful way, and who doesn't want that?
Here are the reasons so-called 'boring' businesses need video more than they think!
1. Being in a 'boring' industry actually puts you at an advantage.
So okay, maybe video marketing isn't the norm in your industry. That just means the opportunity is a-knockin'! You now have a chance to differentiate yourself, trailblaze the way, and even sell more and gain brand awareness along the way.
2. Your business is way more interesting than you realize.
Tune into the details that make your company unique, fun, and interesting; it's important to find ways to magnify and show your strengths off with video. Have you been involved in philanthropy lately? Do you have a quirky office tradition you can share with your fans on social? Start brainstorming and get the creative juices flowing.
3. There's no boring industry content, only content that's boring!
A wise man once said this and can we say, we totally agree! Video content is a state of mind, and just because the topic isn't traditional, it doesn't mean the content has to be snooze-worthy. There's video opportunity everywhere, so seize it. Think outside the box to digitize both your external and internal communication. (Oh, and it doesn't hurt to have some fun along the way.)
4. Video marketing isn't only strictly for external communication! Think internally, too.
It's only normal that video marketing seems more connected to external communication. These days, businesses often miss the opportunity to start by using video internally within their organizations as part of their HR efforts for instance. Think video for hiring, onboarding/training videos, CEO messages, and more. Once you get comfortable with internal video, an external video won't feel so foreign.
5. Video helps you target the people you want to reach the most.
The good news is that you don't want to appeal to everyone out there. Throw out the bazooka approach and focus on the customers who care about your product and service. The secret to connecting with your target audience is to show them that you understand them and their pain points. By using Psychographic Segmentation, you can better define your audience and serve up the content they desire.
6. Every customer needs and wants to be educated.
No matter your product or service, there's always a chance to help your audience better understand it and position yourself as a thought leader. Let's say you sell compressors, fishing equipment, tractor equipment - whatever it may be - your product or service can benefit from a clear visual explanation. Think FAQs videos, product overview videos, mini-documentaries, chalk-talks, and more.
7. Your product doesn't have to be cool, but your story does!
In an ideal situation, your product could speak for itself and ooze cool. If it doesn't, don't worry! You can always create a compelling story. Take this product testimonial by Slack which is a mix of product demonstration and classic testimonial footage with a wink and a nod. The way you tackle the script is up to you, but make sure and try to approach your brand story in a unique and fresh way.