Page 95 - Schooley Mitchell Marketing Manual

SCHOOLEY MITCHELL
MARKETING MANUAL
Referrals
Verticals
Vertical Marketing Strategy
Step 2- Research
Once you have selected an industry, begin (or continue) to learn about that industry.
1) Google
2) LinkedIn – and other social media
3) Perhaps join a LinkedIn group just to get used to the lingo and the common topics and evolving issues
4) Podcasts – listen/watch
5) Blogs - read
6) Publications – print and electronic
7) Ask SM Franchisees that may have experience in that industry to discuss with you
Are you willing to put in that time and effort to make your business work? Decide today to start the research today and continue to learn
Step 3 – Claim It
When you decide to pursue a vertical you should claim expertise to anyone that will listen. Whether you actually have experience as a cost reduction consultant in that particular industry is not really relevant because ‘we’ do have that experience. Tell everyone. Some may even pass it on. Claim it and it will soon become real.
Decide today to start telling everyone you are a specialist in the xxx business for cost reduction.
Step 4 - Association
Can you join an association for that industry and attend meetings to learn more and to meet individual business owners? Review the Introvert’s Edge to Networking Webinar before attending (Sales System in The Warehouse) so you are more effective at the meetings.
Ask questions and listen to learn. Isolate the common issues, problems and needs of that industry. Determine which of those issues we can help mitigate. Also isolate those issues that we can’t mitigate just so you can empathize, acknowledge and discuss with industry members. Don’t try to be a know-it-all, you will come off as inauthentic, but listening and acknowledging creates stronger relationships.
Step 5 – Drip Good News
When you meet someone in that industry, work with the Comms/Marketing department to establish a
drip campaign of Good News stories and Case Studies for that industry and start to drip on your contact (weekly?). You should have several automated campaigns operating simultaneously. Also determine if there are any marketing collateral items for the industry already developed (Marketing Downloads site).
Decide to start someone on a drip program today for a specific industry.
Manual Revised: April 3 2025 Confidential
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