Page 96 - Schooley Mitchell Marketing Manual

SCHOOLEY MITCHELL
MARKETING MANUAL
Referrals
Verticals
Vertical Marketing Strategy
Step 6 – Landing Page for Industry
Establish a “Landing Page” for that vertical and when you attend events or meet people in the industry, direct them there. Make sure it contains relevant information for that industry as well as Schooley Mitchell collateral aimed at the vertical – work with Comms/Marketing.
Step 7 – Learn a Story for That Industry
Put together a full story that you can use at the right time as you meet industry members. This will take some work, but the story format and examples are in the webinar mentioned above and Comms can help you as well. Stories resonate.
Decide to start writing a story for the vertical – today.
Step 8 – Regular Touches – Various Media
What is your plan to ‘touch’ them a minimum of 12 times?
1) Visit/Zoom
2) Call
3) DV – you have to ask and research
4) Email
5) Drip – can we add more stories to the drip? – Send them to Marketing.
6) LinkedIn outreach – other social
7) Plant a tree for them
8) DV – yes, repeated
9) Pulse
10) Text
11) Lunch
12) Coffee
13) Where do they network? – “Run into them” – it’s a plan!
You should be using several of these methods and don’t just rely on one. Just dripping on them without other interactions will not work.
You should have several members on this contact flow strategy simultaneously.
Step 9 – Trade Show
Consider participating in a trade show for the industry. Of course, this one has a cost, but you will certainly
Manual Revised: April 3 2025 Confidential
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