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
Manufacturing vertical industry content developed for Canon USA
Take manufacturing, for example. To succeed, manufacturing executives must manage numerous complex issues; Relentless competition, fluctuating energy costs, and strict regulation force manufacturers to procure quality resources in more affordable ways, operate efficiently, protect trade secrets, and be prepared to satisfy compliance requests at any time.
Manufacturing operations must manage a range of processes and systems that usually include ERP, CRM, accounting, and procurement. They often must source the raw materials, assemble them into final products, facilitate packaging and storage, as well as overseeing shipment to sales locations.
When a manufacturing executive considers new products or services, they must weigh a number of factors unique to their market. The competitive nature of the industry means that manufacturers must fiercely protect proprietary and confidential information — so security is a paramount concern.
Though making products is clearly a main activity for manufacturers, many operations also devote resources to new product development. Most processes involved here are also complex, so manufacturing executives generally appreciate advances that help reduce costs, reduce time-to-market, ease sustainability efforts, or streamline compliance with strict regulations.
To be sure, that’s just a sampling of key manufacturing industry concerns. Mainly, it’s important for your team to understand the biggest challenges manufacturing executives face each day in relation to how your offerings might address them. Performing deeper research on manufacturing 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 manufacturers and manufacturing 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 manufacturers face, our team can help ensure your vertical marketing for manufacturers efforts will resonate with these more qualified industry professionals.
Spark Creative can lead you through the process of developing powerful vertical marketing for manufacturers and manufacturing 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