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 legal services and law firms, for example. Attorneys, paralegals, and other law personnel may operate independently or as part of a larger firm. When firm partners consider new products or services, they must weigh a number of factors unique to their profession.
Client confidentially and case file security are paramount concerns. Legal services professionals must deal with a lot of forms, procedures, and paperwork, so any kind of solution that can help ease the burden of tasks related to those may be welcome.
Legal vertical industry content and website pages developed for Canon USA
Certainly, advising clients on legal matters is a main activity for legal services and law firms. But it’s helpful to be familiar with the perhaps less dramatic daily responsibilities such as assembling case files, creating exhibits, sharing discovery documents, and archiving material using correct matter and sub-matter.
Personnel within legal services and law firms may seek ways to expedite time-consuming processes such as filing discovery documents with the court. But they also need to carefully track and allocate costs for time spent working on each case so it can be accurately billed. Firm partners also generally appreciate advances that help ease paperwork, serve clients better, and facilitate authorized use of mobile devices with network systems when appropriate.
To be sure, that’s just a sampling of key legal industry concerns. Mainly, it’s important for your team to understand the biggest challenges attorneys and paralegals face each day in relation to how your offerings might address them. Performing deeper research on legal services and law firms 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 legal services and law firms 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 lawyers and paralegals face, our team can help ensure your vertical marketing for legal services and law firms efforts will resonate with these more qualified industry professionals.
Spark Creative can lead you through the process of developing powerful vertical marketing for legal services and law firms materials in an organized, purposeful way. So, why not get started today?
Talk to us about how you want to leverage video and web videos.
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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