Many B2B companies mistakenly assume that every customer uses their products or solutions in the same way. This may hold true for some businesses. But different industries may have significantly different needs that are addressed by your solution.
For example, take an IT managed service provider with an investment firm as a client. Investment firms will have strict regulatory and compliance challenges regarding the storage and backup needs of shareholders’ data.
However, the data storage needs of a manufacturing or construction industry client may be relatively simple.
By treating all prospects the same, you will miss opportunities to build deeper connections that can lead to increased sales.
Businesses that recognize and communicate these vertical nuances within their marketing content can enjoy many benefits, including standing out from the boilerplate content that their competitors may utilize.
Additionally, an advantage to incorporating content specialization, is that you may attract more “focused” website visitors who are seeking answers for niche subjects or solutions.
The more highly-relevant website visitors you attract, the less widespread competition you face for your content.
Vertical segmentation organizes businesses based on their industry or specialized need. A vertical approach to content can be very effective in helping your business become known as a thought leader and best-in-class solution for your target market. If you’re just getting started with segmentation, it’s best to start with one or two vertical markets for an initial focus.
Here are a few simple steps to get your database organized:
The decision to focus on a vertical market should not be taken lightly.
You should have a knowledge of the industry; speak the language, its terminology, and jargon; and be familiar with its regulatory or compliance challenges.
You need to know the industry’s pain points, as well as the key players in the decision process – is it one person, or are there many stakeholders?
Knowing this information, you can position your business as an expert in your chosen vertical through specialized content. Your content should seek to meet the unique needs of your target market.
As you’re thinking about your content strategy, be sure that each vertical has content that is tailored to each stage of the buyer’s journey.
Apply vertical segmentation by using these tactics:
At Precision Marketing Group, we believe that if you try to market to everyone, you reach no one.
Vertical marketing provides the opportunity to speak to the prospects that matter most to your business. To learn more about the tactics we discussed in the post, check out the information below:
If you’re looking for a more in-depth resource, read The Top 10 Marketing Mistakes Even The Smartest Companies Make... And How You Can Avoid Them
Tracy Horton has been an integral part of PMG since 2015. She’s a strategy, sales, technology and SaaS ninja, and loves to write about sales and marketing integration (as ninjas do). While she’s fighting off the evil forces of low SEO rankings and poor marketing strategy, she somehow finds the time to write blogs – and loves hearing from readers. So, if you want to know more, let her know!