The term “vertical market” usually refers to a very specific target audience — often, one that comprises buyer personas specializing in a specific industry. By narrowing your focus to specialized niche markets, your brand is afforded a unique opportunity to produce ultra-relevant content for customers looking to solve unique, industry-related problems. This specialization can often attract stronger leads.
Here’s a crazy idea: What if we sent an actual, physical, paper letter in the mail to a list of customers that encourages them to — wait for it — visit our website? There’s no reason your online and offline efforts shouldn’t synergize, so why not let them operate in tandem to increase each other’s efficiency? An integrated approach to direct mail marketing can work wonders for your online efforts, so long as you remember the following guidelines:
Some people say that learning from your mistakes is the most critical contributor to your growth as an individual (or a company). This adage can be applied to virtually any aspect of life, whether you’re first learning how to ride a bicycle, or analyzing the results of a direct mail campaign.
If your target audience is large, you might have trouble getting through to them with a single, static, generic direct marketing message. Sure, it’s possible you might get a few positive responses, but don’t you think you’d have greater success if you could write a custom letter to each individual on your mailing list?
Of course you would. But you don’t have time for that.
So you’ve got a great product or service. Join the club. Unless your product is groundbreaking and entirely unique, simply offering a useful product or service won’t be enough to get noticed by your target audience. Chances are, plenty of other companies just like yours offer a similar product for a similar price to a similar consumer base. So why should anyone choose your brand over your competitor’s?