Targeting Micro-Verticals Has Its Advantages for On-Point Businesses

Depending on your product line and industry, targeting micro-verticals may make sense.

Digital marketing is well-suited to the task of targeting prospects in a precise manner. If your product can fill a need for a specific pain point in a micro-vertical, it’s relatively easy to formulate your sales approach.

Prepare to Drill down in a Niche

As Drew Neisser explains it to Adage, micro-vertical development involves asking a lot of questions and digging deep to understand the answers. It’s crucial to interview many people in a niche before committing resources to your marketing efforts.

The benefits

  • Micro-verticals allow you to focus on delivering precise solutions (and marketing) to the right audience at the most appropriate time.
  • Lower competition increases the likelihood of getting sales.
  • People in micro-verticals tend to know each other, so referrals and a “viral effect” are likely.

The drawbacks

Micro means “very small.” It’s crucial to ensure there’s enough market there to satisfy your business objectives.
Knowing your customers on a micro level is a lot of good, old-fashioned work.

Even massive companies like Infor are fans of this type of marketing. That company finds that drilling down into micro-verticals offers a cohesive marketing strategy that allows them to serve customers better.

Targeting Micro-Verticals May Work for Your Model

The same approach may prove useful for your firm. It depends on whether the micro market is tenable and if your marketing team is agile enough to find use cases that are specific and profitable. It’s easier to open a conversation about a particular pain point than to speak in generalities.

Customizing your products or services to target pain points is possible. Couple that with the ability to define and sell to marketing segments and you have a potent formula for boosting sales. Whether it’s worth the effort is a matter for your company to decide.

Shorten Your Sales Cycle Significantly

If your average order size is large, it’s probably a winning idea. The time and resources you spend to find the ideal prospects will earn rewards in the form of a shorter sales cycle.

Apple Orchards Love Saving MoneyAn example is an “energy saving device” that cuts expenses for orchard owners who grow Red Delicious apples. Getting prospects in that arena may be as simple as alerting them to the fact they can “save up to 41% of power costs.” If energy consumption costs are their number one pain point, the sales cycle would be very short indeed.

Anytime your marketing team can target with that type of precision, the job of selling gets that much easier for the entire organization. You can always rely on outside marketing experts to help you set up the campaigns if your internal resources aren’t up to the task.

Contact us today if you need help.

When Is the Best Time to Rebrand My Website?

When Is the Best Time to Rebrand My Website?

Your website is your brand to the average visitor. If you're looking to create a lasting impression, you need to invest time and energy to create a great-looking site. A new website redesign is essential for keeping your brand fresh and relevant. The excellent news is...

Core Website Metrics: What You Need to Know

Core Website Metrics: What You Need to Know

 Many website owners are so focused on getting traffic to their site that they neglect the importance of optimizing its core metrics. Search engine optimization is essential, but it's not enough! To rank higher in search results, you need to make sure your site is...

SEO 101 – How To Connect With Local Customers

SEO 101 – How To Connect With Local Customers

When you're a local business owner, you already understand how important it is to make a connection with your existing customer base, as well as people who are potential customers. But there's more to the equation than just ensuring that those customers know about...

Let’s Get Started

Ready To Make a Real Change? Let’s Build this Thing Together!




Submit a Comment

Your email address will not be published.