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 financial services and banking, for example. Bank personnel and financial service advisors typically work from either a main office or branch location, but there are also specialists who operate out of small business offices. When decision makers in financial services and banking consider new products or services, they must weigh a number of factors unique to their industry.
Finance & banking vertical industry content and website pages developed for Canon USA
Speedy access to accurate customer account data is required — and there are often pressures from above to help reduce costs. Privacy, security, and compliance with state and federal regulations are also important.
Certainly, advising clients on investments and facilitating loan application processes are main activities in financial services and banking. But there is a suite of related products and services that bankers and financial service professionals also provide for their clientele, as needed.
Banks and financial service offices will often leverage special technology that you may want to make sure your products are compatible with. Financial service professionals seek ways to expedite time-consuming processes like opening new accounts, accessing forms, assembling loan paperwork, and fast-tracking loan applications.
Bank professionals generally appreciate advances that help ease paperwork, better serve clients, and facilitate authorized use of mobile devices with network systems when appropriate.
To be sure, that’s just a sampling of important concerns for financial services and banking industry. Mainly, it’s important for your team to understand the biggest challenges financial professionals face each day in relation to how your offerings might address them. Performing deeper research on financial services and banking 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 financial services and banking 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 finance and bank professionals face, our team can help ensure your vertical marketing for financial services and banking efforts will resonate with these more qualified industry professionals.
Spark Creative can lead you through the process of developing powerful vertical marketing materials for financial services and banking 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