Transform your business

Use vertical marketing to grow your customer base

Use what you learn to deliver your lead generation messages to key people, writes Mac McIntosh

When you speak directly to a subset of the marketplace, prospects will be more likely to choose your solution over the competition.

If you’re a general service provider or reseller, whether you like it or not, your company is probably perceived by prospects as one of a large group of possible suppliers, perhaps one of thousands. This makes it a struggle to break through the noise. Prospects will find it difficult to determine whether your company may be their best choice.

The answer is to position and communicate your company’s expertise within particular verticals or niches. Rather than try to market to the whole world, pick particular industries, applications, geographies or companies of enough size that you are best suited to serve–then focus your marketing.

Get familiar with your market

Find out where decision-makers, recommenders and influencers from these companies hang out. Use what you learn to determine the best lists, databases and marketing tactics for delivering your lead generation messages to these key people.

Speak directly to your market’s needs

Next, create one-to-many marketing messages and one-to-one sales materials that directly address the vertical or niches you intend to pursue. Mention the specific problems and business pains they face. Use lots of key words and images in your materials to let these prospects know you are speaking directly to them. Even your slogan should speak to your target market.

Use a variety of offers

Be sure to include lots of offers in your marketing materials, designed to elicit a response and start the sales process.

Consider multiple stages of the buying process

Consider tailoring your lead generation offers to appeal to people at different stages of the buying cycle.

Demonstrate your niche expertise

Leverage your certifications and other credentials, your client list and case studies that specifically address your vertical or niche market prospect’s industries or applications.