The Verdict on Vertical
Vertical marketing is an approach to account-based marketing that allows you to personalize content to reach target audiences more effectively. But what does that mean, exactly? And what makes vertical content marketing different? And why would you use it? There are many different opinions on the topic of vertical marketing, and this guide will help you decide if it's right for your organization.
What is Vertical Marketing?
Vertical Marketing is a strategy that aims to identify and target specific verticals (industries) within a B2B market. It involves focusing on a subset of the broader market, which may include companies (or accounts in the ABM world) with similar needs or preferences. The goal is to tailor marketing materials and messages specifically to that audience.
As opposed to the straight-forward, cookie-cutter, standard marketing campaigns of horizontal B2B companies, vertical content goes deep into each account. Using this approach provides companies a higher chance of long-term success and competitive advantage by drastically decreasing the customer acquisition cost for each single customer.
Vertical content marketing sparks trust and loyalty among your audience members because they know you understand their unique needs. They're more likely to follow your brand on social media and sign up for your email newsletter because they know you've got great advice for them.
The idea is simple: Find a niche audience, become their trusted expert, and then sell your products or services to that audience. It's not easy, of course — but it is effective in some cases if you work strategically.
The Benefits of Vertical Marketing
Vertical marketing is important because it allows companies to focus their efforts on smaller segments of the market rather than trying to sell a product or service to everyone. This also makes it easier for companies to develop a brand that appeals specifically to its target audience.
There are a number of benefits to pursuing a vertical content marketing strategy.
If you're curious about vertical content marketing, here are five benefits that might help you make up your mind:
1. Your audience will be more engaged
At the most basic level, by narrowing your focus you can create a more holistic and deeper understanding of your target audience. By better understanding your audience, you are able to provide them with more relevant and useful content.
2. You can create a unique voice in your industry
You want to become a thought leader in your industry. Vertical marketing strategies are great for businesses looking to become thought leaders in their industries because it allows them to produce focused content for an established market.
3. You'll be able to better differentiate yourself from competitors
Today's digital marketing landscape is a crowded one. You're competing for attention with everyone from the world's largest companies to boutique agencies and freelance consultants. Differentiation is the key to cutting through the noise, and one way to get started is by adopting a vertical marketing strategy.
4. You'll know exactly what kind of content to create for your target audience
Narrowing your focus also allows for a more in-depth understanding of how to best serve your audience, which leads to more effective campaigns overall. You will understand what kind of content resonates best with them, what offers they find most useful and what type of messaging they prefer.
5. Your deep understanding of your audience will better sell your product or service
Once you've created this in-depth understanding of your audience, you'll be able to re-use it across multiple channels and platforms. For example, if you know that specific messaging works well on social media, you can use similar messaging within an email campaign or on your website. This will help achieve better results as it ensures consistency throughout all of your marketing efforts.
How to Know if Vertical Marketing is Right For You
So, now we know what vertical marketing is and some potential benefits, but how do you know if a vertical marketing strategy is right for you?
Here are some signals that it might be time to go niche:
Your current marketing strategies aren't working
You're running ad campaigns, writing blog posts, and spending a lot of time creating content, but they aren't generating leads, traffic, or sales. It may be time to change things up and try something new.
Consider narrowing your audience by creating targeted vertical content in order to appeal to more specific groups within your ideal buyer persona demographic.
Your market has become saturated
When there are too many businesses selling similar products or services, it becomes more difficult for customers to choose who they do business with. A vertical marketing strategy helps narrow your focus so you can attract more customers in a smaller market segment.
You’re attracting the wrong audience
Are you attracting people who don’t need or want your products or services? If so, maybe it's because those people aren’t clear on the specifics of what you offer.
Consider using vertical marketing to position yourself within a niche where your unique offerings are instantly recognizable. If you're not sure which niche to select, think about who needs what you sell and why. Do they need it because they have a problem that can be solved with your product or service? Once you have an answer, decide what exactly needs solving and develop a strategy around that group.
Your competitors focus their efforts horizontally
If most of your competitors take a horizontal approach, then you’ll have less competition if you focus on a specific niche or industry with your content. It’s best not to directly compete against your competitors if you don’t have to!
Vertical Marketing is just one component of a successful ABM Strategy. Learn more about ABM and how to create success within it.
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