As you look toward 2021 and the development of your next marketing strategy, you may want to consider vertical marketing. In its simplest form, vertical marketing is dedicating and tailoring your marketing efforts to a particular vertical industry, such as education, construction or government, to strategically appeal to that industry, rather than marketing to a wider, horizontal audience with a less specific appeal.
Vertical marketing allows for more effective sales messaging that addresses the needs and nuances of that vertical. You are the expert and demonstrate you have industry knowledge. It is also easier to network, reach decision makers and build relationships that lead to referrals. A specialized focus allows you to identify trends in unmet needs and develop services to solve market challenges in a way that would be impossible if you only “generalized” in that vertical.