Positioning your products as solutions for specific industry challenges is a powerful way to win new business. Industry marketing can be a smart way to allocate your promotional budget because it helps you zero-in on people who are more receptive to your messaging.
“A vertical strategy can open new doors to where there may be less competition.” —Olin Thompson
But to have credibility, you must speak their language and understand both high-level and granular challenges that professionals within the industry deal with each day. “Many industries have their own vocabulary that everyone in the industry uses instinctively.” —Olin Thompson
Take government agencies, for example. Government agency organizations aim to provide necessary public services and serve their constituents well, but they face many challenges.
Government vertical content and website pages developed for Canon USA
Government agencies and contractors that serve them usually must manage large volumes of records while also safeguarding confidential information and navigating compliance measures. Because there is constant pressure to use taxpayer funds wisely, government agencies and organizations must operate efficiently and reduce costs as much as possible.
When a procurement director considers new products or services for government agencies, they must weigh a number of factors unique to their needs. For example, government agencies and contractors must fiercely protect confidential information — so security is important.
Though delivering public services is clearly a main activity for government agencies, there are numerous lower-level administrative tasks that must be performed efficiently. Environmental efforts and sustainability are also areas many government agencies are concerned with.
To be sure, that’s just a sampling of key issues for government agencies and government contractors. Mainly, it’s important for your team to understand the biggest challenges government administrators face each day in relation to how your offerings might address them. Performing deeper research on government pain-points will help you wield related terminology better, so you can position your solutions with more credibility.
“This is a huge opportunity for businesses to improve the quality of their leads by offering hyper-relevant content for potential customers looking for answers to their problems.” —Matt Malone
Spark Creative has developed vertical marketing for government agencies materials – including content and sales support collateral – for many clients over the years. Common deliverables include brochures, one sheets, videos, web pages, information graphics, market primers, white papers, customizable presentations, and much more.
Because we understand the challenges government agencies and government contractors face, our team can help ensure your vertical marketing for government efforts will resonate with these more qualified clients.
Spark Creative can lead you through the process of developing powerful vertical marketing for government agencies and government contractors in an organized, purposeful way. So, why not get started today?
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Sources may include:
Vertical Marketing Works – The Numbers Prove It, Olin Thompson, Sterling Hoffman
How to Use Vertical Marketing For Better Leads, Matt Malone, Gravitate