
Why Do Vertical
Markets
Matter To You?
Small businesses share much in common, but they
are perhaps defined more by what makes them unique
than what makes them alike. Prospects seek them
out initially and then return to them as customers
specifically for those differences, especially
the personal, local or exclusive touch that they
can't find at mass market alternatives.
For online marketing, our research revealed that
nine vertical segments emerged with specific traits,
budgets and expectations. So we created separate,
focused approaches for each of those segments,
and teams dedicated to deepening their understanding
of each. But even as a group, we knew that we
had to be flexible enough to infuse your special
character back into the mix, or we'd be just another
mass marketing company.
Find your vertical group below, and then explore
more about our approach and how it can make a
positive difference for your business each and
every month.
B&Bs,
Small Inns and Motels
Perhaps the most dependent segment on web marketing
today. Sites and search technology is more mature,
but also highly fragmented. Consolidation hubs
charge widely varied annual fees, but only some
are worth it, and even then, position is critical.
Are you on the right properties? Are you negotiating
the right deals?
Specialty
Retail
Boutique foods, crafts, artwork and other smaller
manufacturers of goods are locating local, national
and even international clients for their wares.
The right partnership can not only increase sales,
but also free up more time for creating. Auction
sites like eBay can help establish recognition and
build repeat business - how many ad agencies will
do that?
Restaurants
National properties like CitySearch, Yelp, Zagat
and Merchant Circle. Local properties like SFGate.com
in San Francisco, VillageVoice.com in New York
City. Reservation platforms like OpenTable, plus
SEO & SEM. Customer satisfaction and other
vital feedback mechanisms can drive repeat business
and also reveal hidden problems in the business
that would otherwise fester and cause longer term
damage.
Professional
Services
Independent professionals like lawyers, doctors,
dentists and financial planners with consumer
rather than business clients are finding new relationships
and managing existing ones online in growing numbers.
New tools are emerging to help customers review
their providers anonymously and steer clients
towards you or away towards your competition.
Will you know what's being said about your practice?
We help monitor internet reviews to help you see
what's being written about you.
Personal
Services
If you're selling a lifestyle or luxury service,
design is certainly important, but if you're not
being found, even your best design will languish
in the dark. Day Spas, Hair Salons, Personal Trainers,
Interior Decorators and the like can keep their
appointment books fuller, and spend more time
with clients, by understanding how to attract
customers and take an objective look at design
concepts.
Business-to-Business
Goods and Services
In a business-to-business setting, having a competent
online presence is assumed, but now operating
online is becoming a standard as well. Account
Management and appointment setting may are also
within reach when the opportunity is right. Demand
generation from lead services is also a growing
trend.
Industrial
Goods and Services
Industrial firms serve markets that most people
don't think of as internet dependent. But the
specialized nature of the products lends itself
well to establishing credibility by sharing the
firm's expertise via articles, blogs and how-to
guides. These vehicles can help reinforce existing
client relationships or help to find new ones.
The learning curve can be steep, and the standards
challenging. Will you be able to meet them?
Travel
Related Services
Businesses that are travel dependent, but not
lodging, form a very different class of internet
presence. They can be found on impulse by travelers
looking to fill an unexpected gap in plans, or
part of the advanced planning process as people
research and get excited about possible options
while visiting.
Non-Profits
& Charities
As a new generation of benefactors matures, they're
finding their cause in the medium that they're
comfortable with. Beyond just fundraising, volunteering
is also undergoing a major change towards online
enrollment and coordination. Spending money may
be difficult, but missing opportunities to raise
money or other support may be more costly.
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