Live messaging for – quote unquote – “boring” or regulated industries, like banking or even industrial manufacturing. Topics like that, where it’s not sexy, where maybe you’re at a cocktail party and people yawn when you mention what you do, these are the kinds of industries where live messaging could help you the most. In this post, I’ll explain why.
For many industries, there are heavy regulations on what you can and can’t do with content on your website. However, if you can open up a direct line of communication with someone, you can get those questions answered without having to publish things and get them approved by the regulating industries. This is a direct line to your customers. There’s no question about it; this can provide more of an opportunity for you to speak with those people.
Along those same lines, with a “boring” industry, like an industrial manufacturer, anything to do with manufacturing, you are going to have products and things that aren’t immediately pluggable into a content marketing plan, at least at first glance.
There are a lot of things you can do with new content and a lot of successful blog campaigns have been done, but for search engine optimization and things like that, it’s not quite immediately attainable. It takes a little while longer.
When people come to the website, they are looking for more information around what you do, and a lot of these websites are limited to product spec sheets and things like that. With heavily technical products and services, there are immediately going to come questions: “Does this work with that?” “Will this work in my case?” These are sales questions, and depending on the average selling price of what you’re doing, you may want to speak with those people.
If you’re a Grainger (the “RadioShack” of industrial manufacturing) and you sell little parts, maybe you don’t want to field those questions. But if you’re selling something of substantial value, you might want to look at opening yourself up to answering these sales questions as if you were standing in a really high value RadioShack, saying, “Hey, you have questions? We have answers right here,” to help facilitate the search so that we can get people, move them along, make it easier for people to purchase.
When people think about “boring” industries, they don’t typically think their website does much for them. It can be your ultimate business card, but it can also be your ultimate sales tool. We need to start shifting the mindset and make it easier on our buyers to just talk with us. Really, what we’re trying to do is open up that new line of communication.