A Boring Industry Can Be Turned Into Something BIG

1. Old Spice

Old Spice has brought life to this traditionally boring industry. Most recently, they’ve changed their Twitter account to be run by their new Director of Marketing — Mr. Wolfdog. This wild, furry friend updates the Twitter account with humorous tweets that don’t actually have anything to do with the hygiene brand — and that makes sense! What could you possibly say about body cleansers that makes them stand out from the other brands? That yours smells nicer? It cleans better? There is no unique value proposition. Instead, Old Spice uses humor and creativity to keep their audience engaged.

2. Intercom

If you visit the Intercom blog, you’ll find insightful articles that are — gasp! — really easy and entertaining to get through. A good example is their most recent article on growth hacking called, “If It’s Important, Don’t Hack It.” Even if you’re really into the topic of growth hacking, a bunch of graphs packed into a blog post has the propensity to be really dull. That’s why it’s genius that Intercom has decided to use colloquial language, like “gonna,” and “pisses off” in their copy. It’s relatable because that’s how most people actually talk — like humans. So if you think you need to sound like all other businesses and professional when talking about industry concepts, consider whether your audience would appreciate more laid back and playful language. If most of your competitors use a serious, professional tone in their content, perhaps lightening the mood a bit could help your company stand out.

3. Dropbox

Dropbox recognises that if they want their emails to get read, they have to minimise the snooze factor of the content inside them, especially when your attention is drawn to email notifications from Facebook or new pictures from Grandma. That’s why they keep the message short, use a simple and compelling illustration, and use language that has personality. They do this particularly well in their email content, which combines lovable design and personable, easily consumable copy. Why does cloud storage have to be lame and boring, full of jargon no average consumer would understand?

4. GoTo Meeting

Citrix’s GoToMeeting does a great job taking a professional yet friendly approach to their content. Their Twitter stream is one of the best instances of this balance. Take a look at some of their most recent tweets to the right. You’ll notice they mix up their Twitter content using popular internet memes, such as the Harlem Shake videos, retweets, and other articles about the modern workplace. It’s refreshing to see a B2B brand that isn’t afraid to play a little. GoToMeeting is also very focused on telling their customers’ success stories, which makes their customers feel appreciated while helping prospective customers understand the value of their software.

5. Deloitte

Deloitte is a Boston-based consultancy with services that include auditing, financial advisory, risk management, and tax consulting. The company works with a massive crosssection of industries, from government to life sciences. At Deloitte, their knowledge is their selling point, so creating informed, useful content is core to their marketing strategy. What is interesting about Deloitte’s content is that it comes in a number of different forms. From guides to podcasts, and newsletters to debates, there’s never a shortage of new content. One of the formats Deloitte’s content takes is in the form of open-ended debates on topics like merger integration, big data, and health care exchanges. These debates are prime content for CIOs and COOs preparing to make a decision on similar topics, and thus, great lead generation content.

6. ZenDesk

ZenDesk offers customer service and support ticket software, but has found a way to infuse the human element of the customer service industry into their marketing. Any B2B marketer interested in storytelling should take a look at the video they have on their site of the story of support ticket #24. One of the best parts of this video is the contrast in communications the customer, Jessie, sees from one provider, versus the ZenDesk-powered provider. When Jess sees a warm message “Hey there, Jessie” come through on live chat from one customer service rep, as opposed to the cold and impersonal “Dear Sir or Madam,” she chooses to talk to the more personable rep. This is just a small example from the video, but it demonstrates how ZenDesk recreated a real-world story to showcase the value of their service.

7. GE

General Electric. While your home may be filled with their appliances, the appliance industry isn’t what you like to read about in your free time. Until you check out GE’s Pinterest presence (yes, they are on Pinterest!) and realize they don’t take themselves insanely seriously. For instance, they have boards called “Mind = Blown” and “Badass Machines” right alongside boards like “Eco Efficient” and “The Art of Innovation.” But really, the crowning achievement of GE’s Pinterest presence is their ability to find a way to incorporate the Ryan Gosling “Hey, girl” meme into their marketing. Only instead of Ryan Gosling, it’s Thomas Edison. This strategy makes it easy for consumers to connect with the brand.

What Next

At Milkshake-factory, we are on a mission to make your small business marketing hassle free. You will find a lot of articles on our blog that can help you gain insight in the world of digital marketing. We hope these are going to be useful to you and we also look forward to your feedback on what else would you like to learn to help you to grow your small business. Consider hiring Milkshake-factory, complete marketing solutions, for all your marketing needs, contact us for a FREE consultation.