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
Accounting vertical content and website developed for Canon Information & Imaging Solutions
Take accounting and accountants, for example. Accounting processes are extremely important to the financial health of a business. Whether they are handling accounts payable or accounts receivable tasks — there’s great pressure to operate as accurately and efficiently as possible. Accountants are often expected to expedite cash to the bottom line, process more invoices on-time, and optimize their company’s balance sheet.
Each day accountants must contend with invoices, purchase orders, contracts, suppliers, cost centers, budgets, approval processes, and more. They are also expected to keep pace with a large workload, resolve discrepancies quickly, and reduce invoice processing costs. Accountants should appreciate any advances that can help minimize the stress of closing dates. Products or solutions that can help streamline day-to-day accounting tasks, reduce errors, prevent delays, and navigate month-end responsibilities are likely to be well-received.
Often, accountants must handle an overwhelming workload. If your offering can help them speed processing, reduce errors, or manage fewer exceptions, decision makers may be receptive to it.
To be sure, that’s just a sampling of important concerns for accounting and accountants. Mainly, it’s important for your team to understand the biggest challenges accountants face each day in relation to how your offerings might address them. Performing deeper research on accounting and accountants pain-points will help you wield industry 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 accounting and accountants – 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 accountants face, our team can help ensure your vertical marketing for accounting and accountants efforts will resonate with these qualified industry professionals.
Spark Creative can lead you through the process of developing powerful vertical marketing materials for accounting and accountants 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