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Diversifying Success: Strategies for B2B Brands in Untapped Verticals

March 5, 2024

If you are a B2B brand with clients and prospects that work in select verticals, speaking directly to buyers in those key industries and reaching prospects in niche markets is a powerful strategy for expanding your client base. Sure, everyone wants to be featured in major publications like the Wall Street Journal or The New York Times, but depending on the audience you are trying to reach, vertical publications may be your yellow brick road to success. This means breaking away from only speaking to your industry peers and applying your skills and knowledge to different industries that could find what you have to say useful. Enter the power of verticalized storytelling.

Verticalized storytelling requires research and the art of leveraging media relations within vertical trade publications. Various industries, and even specific sectors within them, demand distinct approaches and even language to satisfy client expectations and audience requirements. Content suitable for a retail company’s initiatives will likely differ from what tech startups need. Adapting strategies and narratives to specific niches is key to achieving success for you and your clients.

Whether you operate in automotive, retail, travel, healthcare or any other industry, here’s how you can tap into untapped potential by harnessing the power of verticalized storytelling.

Step Out of the B2B Mindset – Understanding the Value of Vertical Trade Publications

One fascinating aspect of breaking into new verticals is that, oftentimes, the knowledge and solutions you offer can have applications across various industries. For instance, data analytics, customer relationship management or sustainability practices can benefit businesses in almost any industry. Identify these cross-industry overlaps and tailor your messaging to highlight the versatility of your products or services.

Verticalized storytelling is all about creating content that resonates deeply within a specific vertical audience. It’s about speaking directly to the audience’s pain points and aspirations and using their language. Whether through byline articles, case studies, webinars or podcasts, your stories should address the industry’s unique challenges and offer solutions. Engage with your audience, answer their questions and participate in discussions within the industry.

Vertical trade publications are a goldmine of industry-specific insights and connections. They cater to professionals and businesses within a particular vertical, providing a wealth of information that is highly relevant to their audience. As a B2B brand, aligning your strategies with these vertical publications can help you connect with a highly targeted and engaged audience, boosting your chances of success. It also allows your company to grow its share of voice across several verticals, positioning your company as a thought leader in respective industries.

Entering New ~ Vertical ~ Territory

To effectively penetrate new verticals, thorough research is essential. Dive into understanding key players, industry trends, pain points and unique characteristics of each respective vertical. Armed with this knowledge, you can create targeted content and pitches that resonate with your specific audience.

Establishing industry expertise is a crucial step. Crafting tailored content is paramount. Whether through case studies, whitepapers, media interviews or thought leadership pieces, ensure your content directly addresses the industry’s unique needs. This not only enhances credibility but also captures the interest of reporters and potential clients who are entrenched within the targeted vertical. Building strong relationships is equally important. Reach out to reporters and editors of vertical publications, attend industry events and network with professionals to establish meaningful connections. Personalize your pitches when approaching reporters or editors, demonstrating that you’ve done your homework and offering a story or expertise relevant to their audience.

Utilize success stories from clients within your industry to highlight the value you offer and showcase your understanding of their specific needs. These real-world examples serve as compelling evidence of the benefits your brand delivers. Incorporating them into case studies strengthens your brand’s credibility and positions it as a leader within respective verticals.

Submitting your brand for industry awards with these success stories as supporting evidence can significantly raise awareness of the positive impact your products or services have had on customers. It’s essential to compile a comprehensive list of targeted vertical awards and events to ensure your brand receives recognition and exposure among prospects and existing customers alike. This strategic approach not only validates the value your brand brings to the vertical but also attracts attention from journalists, contributing to increased brand recognition within your industry. 

Tailoring your content to specific verticals and showcasing success stories amplifies your brand’s visibility, distinguishing it from competitors. By crafting messages that resonate with your target audiences and spotlighting your expertise through customer success stories, you can effectively set your brand apart. This strategic customization empowers you to compete more effectively, reaching a receptive audience and maximizing your brand’s impact within your desired vertical.

Breaking into a new vertical may take time, and not every pitch will yield immediate results. Stay persistent and keep refining your approach based on feedback and insights gained during the process. By tailoring your approach, building relationships and leveraging the power of niche storytelling, you can successfully reach prospects in various industries, even when those industries overlap with your own. Remember, it’s all about delivering value and demonstrating your expertise to a highly targeted audience.