Posts

Lead Generation for Specific Verticals - A Guide for B2B Companies

Lead Generation for Specific Verticals: A Guide for B2B Companies

Lead Generation for Specific Verticals - A Guide for B2B Companies

Generating high-quality leads remains to be a top priority among B2B companies in Australia. In fact, these businesses opt to increase their marketing budgets to focus more on their lead generation campaigns. This would involve researching and implementing lead generation approaches to apply in certain vertical markets.

A quick recap first. A “vertical market” refers to any specific audience with very specific needs. If a B2B company decides to sell to a vertical, they will have to come up with a product and the right marketing strategies accordingly. Verticals are never homogenous, so the challenge for B2B companies is to determine specific marketing approaches.

For this reason, it wouldn’t be best practice for B2B companies to treat their verticals the same way across the board. Indeed, a vertical market has to be approached with caution.

 

Going deeper into not-so unfamiliar territory

As expected, knowing how to engage specific audiences is an issue B2B companies will have to iron out. Much of the challenge is on creating specific messages in a way that relates to a vertical market. Take as an example, financial tech products, and services

If you are going to structure your message based on a general understanding of Fintech products, you will be aiming too broad. This would mean you will be engaging and selling to enterprises that don’t actually need your solutions, wasting time and money in the process.

After all, Fintech covers a wide range of audience niches. For your marketing to make an impact, focus your resources and activities on specific demographics and needs rather than flood your audiences with generalized messages. It helps to sell to sub-groups, but you will have to admit, using audience specific data adds to the complexity of your lead generation efforts.

Related: Niche Marketing: What Works Best for Your Industry?

 

Making an impact

With all that being said, it’s crucial for B2B marketers to implement an effective means of targeting specific verticals. Doing so will definitely help their organizations in the following areas:

 

Conversions

You will be able to create specific messages that will translate to better conversion numbers. Certain verticals engage with differently with the kind of messaging you churn out, so creating the right messages for these verticals will drive downloads, opt-ins, and sign-ups better than creating a landing page for a general audience.

Related: The Top Five Marketing Channels In Terms of Conversions

 

ROI

You have to admit that ROI should always be an important metric that influences your overall marketing strategy. In this sense, with the high amounts of conversions a vertical marketing strategy brings, you are able to appropriately maximize allocate your funds and get higher returns from specific markets.

 

CRM

In terms of customer relations, vertical lead nurturing can be leveraged to drive brand resonance. Because you are focusing on segments, you are able to deliver the right messages that result in higher engagements.

Related: Best Practices in Data-Driven Marketing You Wouldn’t Want to Ignore

 

Strategies to consider

Considering the advantages that lead generation for vertical markets entail, it’s important to use the right approaches in the way you drive your B2B marketing efforts. If you opt to target specific verticals in your lead generation, make sure to apply these strategies.

 

#1 Content marketing

As a marketer, you know full well how vital content is to all your efforts. For a start, you need to draft a content marketing plan that targets specific audiences. For this, you will have to create separate site pages that cover specific niches. For example, going back to Fintech products, you can opt to create a page for each audience you target, such as banking institutions, car insurers, and even mortgage lenders.

Related: Content Marketing to Conversions: Is It Really Possible?

 

#2  SEO

A good content strategy is supported by an even better SEO strategy. With that said, keyword research has to be done before implementing your content marketing plan. Make sure to use industry-specific keywords in your content to drive the right people to your site.

Related: 5 Easy and Actionable SEO Tips for 2018

 

#3 Lead management

Managing a large amount of data can be streamlined using an appropriate lead management system. Using this system, you can effectively divide your audiences into segments based on their demographic profiles, manage your content creation, and deliver specific content to these audiences. Moreover, data cleansing features can make sure your contacts are updated regularly and prevent bad data from misleading your marketing efforts.

Related: The 5 F’s of Data Hygiene for Deeper Sales Conversations [VIDEO]

 

Want to know how else to drive leads through vertical markets in Australia? Use the right data cleansing and verification tools for your business.

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

Do you want more leads?

Dial +61 2 9037 2248 | Chat on WhatsApp +65 8232 2417

 

 

Grab a copy of our FREE EBOOK, Targeted B2B Marketing: Guide, Checklists, and Worksheets! A comprehensive guide to targeted marketing to help organizations get in front of the right people at the right time through the right channels with the right message to influence a purchase.

Download Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook] CTA

Digital Marketing Trends That Will Drive Your Content Strategy for 2019
7-Digital-Marketing-Setup-Tips-for-Startups
By-The-Numbers-Marketing-Stats-that-Drive-Top-B2B-Industries-in-2019
Lead Generation for Specific Verticals - A Guide for B2B Companies

Lead Generation for Specific Verticals: A Guide for B2B Companies

Lead Generation for Specific Verticals - A Guide for B2B Companies

Generating high-quality leads remains to be a top priority among B2B companies in Australia. In fact, these businesses opt to increase their marketing budgets to focus more on their lead generation campaigns. This would involve researching and implementing lead generation approaches to apply in certain vertical markets.

A quick recap first. A “vertical market” refers to any specific audience with very specific needs. If a B2B company decides to sell to a vertical, they will have to come up with a product and the right marketing strategies accordingly. Verticals are never homogenous, so the challenge for B2B companies is to determine specific marketing approaches.

For this reason, it wouldn’t be best practice for B2B companies to treat their verticals the same way across the board. Indeed, a vertical market has to be approached with caution.

 

Going deeper into not-so unfamiliar territory

As expected, knowing how to engage specific audiences is an issue B2B companies will have to iron out. Much of the challenge is on creating specific messages in a way that relates to a vertical market. Take as an example, financial tech products, and services

If you are going to structure your message based on a general understanding of Fintech products, you will be aiming too broad. This would mean you will be engaging and selling to enterprises that don’t actually need your solutions, wasting time and money in the process.

After all, Fintech covers a wide range of audience niches. For your marketing to make an impact, focus your resources and activities on specific demographics and needs rather than flood your audiences with generalized messages. It helps to sell to sub-groups, but you will have to admit, using audience specific data adds to the complexity of your lead generation efforts.

Related: Niche Marketing: What Works Best for Your Industry?

 

Making an impact

With all that being said, it’s crucial for B2B marketers to implement an effective means of targeting specific verticals. Doing so will definitely help their organizations in the following areas:

 

Conversions

You will be able to create specific messages that will translate to better conversion numbers. Certain verticals engage with differently with the kind of messaging you churn out, so creating the right messages for these verticals will drive downloads, opt-ins, and sign-ups better than creating a landing page for a general audience.

Related: The Top Five Marketing Channels In Terms of Conversions

 

ROI

You have to admit that ROI should always be an important metric that influences your overall marketing strategy. In this sense, with the high amounts of conversions a vertical marketing strategy brings, you are able to appropriately maximize allocate your funds and get higher returns from specific markets.

 

CRM

In terms of customer relations, vertical lead nurturing can be leveraged to drive brand resonance. Because you are focusing on segments, you are able to deliver the right messages that result in higher engagements.

Related: Best Practices in Data-Driven Marketing You Wouldn’t Want to Ignore

 

Strategies to consider

Considering the advantages that lead generation for vertical markets entail, it’s important to use the right approaches in the way you drive your B2B marketing efforts. If you opt to target specific verticals in your lead generation, make sure to apply these strategies.

 

#1 Content marketing

As a marketer, you know full well how vital content is to all your efforts. For a start, you need to draft a content marketing plan that targets specific audiences. For this, you will have to create separate site pages that cover specific niches. For example, going back to Fintech products, you can opt to create a page for each audience you target, such as banking institutions, car insurers, and even mortgage lenders.

Related: Content Marketing to Conversions: Is It Really Possible?

 

#2  SEO

A good content strategy is supported by an even better SEO strategy. With that said, keyword research has to be done before implementing your content marketing plan. Make sure to use industry-specific keywords in your content to drive the right people to your site.

Related: 5 Easy and Actionable SEO Tips for 2018

 

#3 Lead management

Managing a large amount of data can be streamlined using an appropriate lead management system. Using this system, you can effectively divide your audiences into segments based on their demographic profiles, manage your content creation, and deliver specific content to these audiences. Moreover, data cleansing features can make sure your contacts are updated regularly and prevent bad data from misleading your marketing efforts.

Related: The 5 F’s of Data Hygiene for Deeper Sales Conversations [VIDEO]

 

Want to know how else to drive leads through vertical markets in Australia? Use the right data cleansing and verification tools for your business.

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

Do you want more leads?

Dial +61 2 9037 2248 | Chat on WhatsApp +65 8232 2417

 

 

Grab a copy of our FREE EBOOK, Targeted B2B Marketing: Guide, Checklists, and Worksheets! A comprehensive guide to targeted marketing to help organizations get in front of the right people at the right time through the right channels with the right message to influence a purchase.

Download Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook] CTA

Digital Marketing Trends That Will Drive Your Content Strategy for 2019
7-Digital-Marketing-Setup-Tips-for-Startups
By-The-Numbers-Marketing-Stats-that-Drive-Top-B2B-Industries-in-2019
Niche Marketing: What works best for your industry?

Niche Marketing: What works best for your industry? [GUEST POST]

Niche Marketing: What works best for your industry?

Niche marketing is a buzzword these days in the marketing industry. Many experts and professionals will tout the merits and usefulness of going niche in your marketing efforts. All of this is for good reason.

Focusing your marketing efforts on a specific niche makes your efforts much more powerful and increases your potential ROI. Going niche is a valuable marketing strategy and should be considered in your business. The following are some ideas about how to use niche marketing successfully in different industries.

 

Focus on Specific Technologies

Your business likely utilizes unique and specific technologies to serve your customers. You should consider which subset of the market (niche) is best served by these technologies. Then utilize your marketing efforts to explain to this niche market how your technologies help them.

For example in the automotive industry, Ford has created different lines of vehicles with technologies suited to serve specific niches. Another example is how solar companies target customers in areas with tax incentives to install solar panels. Understanding the specific niches that are most-benefited by your technologies is vital to your niche marketing efforts.

 

Target with Content and Blogs

Content is king in the internet marketing industry. The market consumes more and more information each day as the internet becomes integral to our lives. This represents an opportunity to market to your niche with various content and blogs.

An example of this is in the medical industry where content about the health benefits of certain foods can be explained thoroughly. The medical industry can utilize content marketing to explain the science to its targeted niches. Content and blogs should be a large part of your niche marketing efforts.

Related: Dummies Guide for Content Marketing

 

Clearly Explain Services and Products

You need to explain what the products and services you offer are in a clear and crisp way. If your customers cannot figure out what you sell, then they will not buy anything from you. This should be intuitive, but many businesses make this critical error.

Clearly and crisply portraying your services and products is also a useful tactic in targeting your niche market. You should focus your service and product descriptions to this niche market specifically. What are their pain points and how do your products and services uniquely address them?

Related: IT and Software: Mastering Product Knowledge Before your First Sales Pitch

 

Differentiate Product Lines for Customer Niches

One powerful strategy for focusing your niche marketing efforts is to create different product lines for your different customer niches. The more unique you can make a product line to a specific niche, the better this strategy can work for you. Doing this makes your product more valuable because it is made exactly for specific customers.

For example in the insurance industry, different insurances can be created depending on specific characteristics of the prospective customers. Another example of this is watch product lines, which are created and targeted specifically for men or women. Differentiating and targeting niches with your differing product lines can aid your marketing efforts and increase your sales.

 

Go to Where your Ideal Customers are

The obvious first question in niche marketing is: “Who is your ideal customer?” Then the follow-up question should be: “And where do they hang out?” The answer to the latter question is where you should focus your marketing efforts.

Go to where your prospective customers are and provide value there. These prospective customers then will become accustomed to coming to you for information and answers. This will make them much more likely to become paying customers when they are looking to make a purchase.

Related: Hyperlocal Advertising Works Well in Australia, Here’s Why

 

Focus on Marketing Mediums your Niche Uses

You need to focus your marketing efforts on mediums and platforms that your target niche already uses. This alone is vital to getting a desirable ROI on your marketing investment. If you try to market on mediums where your niche has little to no presence, then you will likely end up wasting a lot of money.

For example, if you have a product targeted to senior citizens, then advertising on Snapchat is likely a bad idea. Senior citizens are not on Snapchat, and that would be a waste of money. You need to spend time researching which mediums your target niche uses.

 

Only Create Relevant Content

On your website and social media platforms, you need to focus on only creating relevant content. Your content needs to be in your brand voice and useful to your target niche. Too often businesses create and post content that is off-brand, off-point, and ultimately useless to their marketing efforts.

When you and your team are creating content, you should always be thinking about how your target niche will read and use the content. Your niche should always be first and foremost in your mind with everything you create. This way your content is relevant to your target niche, and they will seek it out.

Related: The Difference with Australia-Specific Content to Generic Ones

 

Consider Pain Points

Most of the time when people are looking to purchase something, they are trying to solve a pain point in their lives. Pain points are how people evaluate the merits of products and services. Pain points are usually how prospective customers search for content.

You need to consider the pain points of your target niche market, and then shape your products, services, and marketing efforts to addressing them. Think about what problems your target niche is trying to solve, and then provide the solutions to them. This line of thinking will help you to shape your niche marketing efforts.

Targeting a specific niche in your marketing efforts is a powerful strategy. Doing so can create great successes for both large and small businesses. The potential gains in the ROI of marketing efforts by using this strategy should not be ignored.

 

You should consider implementing or refining your niche marketing strategy for your business. No matter what your industry is, this strategy can be used successfully. Use these ideas to help you formulate your niche marketing strategy and start increasing your sales.

 

Author Bio:

Helen Cartwright

Helen Cartwright is a passionate blogger, who excels in the Digital Marketing and Technology niche. When not wired in marketing strategies she ghost-write for a variety of authors who have their work published on leading online media channels such as The Huffington Post and Entrepreneur.com

 

How do you approach niche marketing?

Share your insights in the comments! 🙂

 

 

Learn more about Callbox Multi-channel Marketing Strategy!

Schedule a consultation

 or Dial +61 2 9037 2248 | WhatsApp +65 8232 2417

 

 

Grab a copy of our FREE EBOOK, Targeted B2B Marketing: Guide, Checklists, and Worksheets! A comprehensive guide on targeted marketing to help organizations get in front of the right people at the right time through the right channels with the right message to influence a purchase.

Download Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook] CTA

How to Qualify Your Sales Leads Using Proven B2B Methods (Featured image)
4 Tips to Optimize LinkedIn for Outbound B2B Lead Generation (Featured Image)

The Best Lead Generation Methods To Utilize For Niche Marketing

When doing niche marketing, it is best to utilize methods that will help you connect directly to your business leads. Choosing the proper marketing method to reach out to your leads will significantly improve your b2b sales leads generation campaigns. But what are these methods?

Direct marketing methods like email and b2b telemarketing complement niche marketing pretty well. Other marketing strategies, such as social media marketing, advertisements, TV spots, and even PPC are more aimed at the mass market and not at the specific members of your niche.

Here are 3 direct marketing strategies that are best suited for your niche marketing efforts:

  • B2B telemarketing – if you want to get up front and personal with your business leads, nothing beats picking up the phone and dialing their number. Whether you want to know what they think about a certain product or what problems they have, telemarketing will be able to give you that voice.

Hiring professional b2b telemarketers also allows you to easily follow-up any business leads that you want to set appointments with. The importance of follow-up needs to be stressed a lot because most marketers are too preoccupied with finding and qualifying leads that they forget to follow up on the already qualified leads. This results to lost opportunities for quality b2b appointment setting that they could have easily acquired..

  • Email marketing – having the email of your target b2b leads lets you create personalized newsletters and marketing email for each business on your client list. The level of personalization you can do for each email is only limited by yourself. You can discuss the topic on the forum where you met that business lead, or better yet, you can indicate the problem of the business lead for which you have the best solution.
  • Seminars – trade shows, seminars and webinars are also great niche marketing tools because they attract the people who are really interested to hear about your topic. For example, if they have no problem with their corporate recruitment processes, why do you think they signed up for a free 2-day webinar about effective recruitment strategies?

When you decide to market to a niche, it doesn’t necessarily mean that you’re constraining yourself to a limited number of b2b sales leads. It’s quite the opposite. In fact, once you’ve mastered how to identify the characteristics of your current niche, you can start expanding your marketing plans to encompass another niche as long as it still benefits from your products and services. An expert b2b lead generation firm will help you improve your business by providing good b2b sales leads through well-targeted niche marketing.

Four Important Characteristics Of A Good Niche Market

Four Important Characteristics Of A Good Niche Market

Four Important Characteristics Of A Good Niche Market

Niche marketing is most effective in finding qualified business leads when the chosen market is properly researched. To find a niche market that will lead to better profitability, the chosen niche must have the following characteristics:

– A lot of keyword variations.

If the chosen niche allows you to use a lot of different keywords, creating quality content to attract your target business leads won’t become such a chore. For better success, hiring an expert lead generation firm that is knowledgeable in content marketing that would surely improve the results of your sales leads generation campaign. Furthermore, a diverse set of keywords to choose from will significantly improve your inbound marketing campaign because it helps your company website show up in long tail search queries and become more visible on search engines.

– Keywords that have high monthly search volume (at least on Google, but ideally on other search engines as well).

Unless a set of keywords has a high monthly search volume, it wouldn’t be a very profitable niche to explore. Keywords that have high search volume—especially for keywords of intent—mean that there is a real need in the market that you can provide a solution to. This also leads to more successful b2b appointment setting campaigns due to the large number of queries.

– Low competition.

A low competition rate for a set of keywords mean that you will have a better chance of getting business appointments with your target b2b sales leads because there are few other service providers offering similar services to yours. Utilizing a well-targeted b2b telemarketing campaign will also result in high quality business sales leads for your business that would be much easier to convert.

– Ignites your passion

Last but absolutely not the least, you have to make sure that the niche you choose is one that you are truly passionate about, or at least, one that you can easily maintain creating content for until the next decade or so.

There are free applications available to help you choose the best niche market to do business in, but for the best and most comprehensive report regarding your chosen niche, it is best to hire an experienced b2b lead generation company. These firms employ SEO specialists who will help you gauge the suitability of your market. Furthermore, you will have easy access to a complete team of lead generation specialists skilled in using various marketing methods.