Why Do Vertical Markets

Matter To You?


Small businesses share much in common, but they are perhaps defined more by what makes them unique than what makes them alike. Prospects seek them out initially and then return to them as customers specifically for those differences, especially the personal, local or exclusive touch that they can't find at mass market alternatives.

For online marketing, our research revealed that nine vertical segments emerged with specific traits, budgets and expectations. So we created separate, focused approaches for each of those segments, and teams dedicated to deepening their understanding of each. But even as a group, we knew that we had to be flexible enough to infuse your special character back into the mix, or we'd be just another mass marketing company.

Find your vertical group below, and then explore more about our approach and how it can make a positive difference for your business each and every month.

B&Bs, Small Inns and Motels

Perhaps the most dependent segment on web marketing today. Sites and search technology is more mature, but also highly fragmented. Consolidation hubs charge widely varied annual fees, but only some are worth it, and even then, position is critical. Are you on the right properties? Are you negotiating the right deals?

Specialty Retail

Restaurants

National properties like CitySearch, Yelp, Zagat and Merchant Circle. Local properties like SFGate.com in San Francisco, VillageVoice.com in New York City. Reservation platforms like OpenTable, plus SEO & SEM. Customer satisfaction and other vital feedback mechanisms can drive repeat business and also reveal hidden problems in the business that would otherwise fester and cause longer term damage.

Professional Services

Independent professionals like lawyers, doctors, dentists and financial planners with consumer rather than business clients are finding new relationships and managing existing ones online in growing numbers. New tools are emerging to help customers review their providers anonymously and steer clients towards you or away towards your competition. Will you know what's being said about your practice? We help monitor internet reviews to help you see what's being written about you.

Personal Services

If you're selling a lifestyle or luxury service, design is certainly important, but if you're not being found, even your best design will languish in the dark. Day Spas, Hair Salons, Personal Trainers, Interior Decorators and the like can keep their appointment books fuller, and spend more time with clients, by understanding how to attract customers and take an objective look at design concepts.

Business-to-Business Goods and Services

In a business-to-business setting, having a competent online presence is assumed, but now operating online is becoming a standard as well. Account Management and appointment setting may are also within reach when the opportunity is right. Demand generation from lead services is also a growing trend.

Industrial Goods and Services

Industrial firms serve markets that most people don't think of as internet dependent. But the specialized nature of the products lends itself well to establishing credibility by sharing the firm's expertise via articles, blogs and how-to guides. These vehicles can help reinforce existing client relationships or help to find new ones. The learning curve can be steep, and the standards challenging. Will you be able to meet them?

Travel Related Services

Businesses that are travel dependent, but not lodging, form a very different class of internet presence. They can be found on impulse by travelers looking to fill an unexpected gap in plans, or part of the advanced planning process as people research and get excited about possible options while visiting.

Non-Profits & Charities

As a new generation of benefactors matures, they're finding their cause in the medium that they're comfortable with. Beyond just fundraising, volunteering is also undergoing a major change towards online enrollment and coordination. Spending money may be difficult, but missing opportunities to raise money or other support may be more costly.