How industry-tailored content can change the narrative for companies marketing across segments.
As a Head of Marketing, few things are more frustrating than hearing your field team lament, "Nobody knows what we do," especially after you've poured blood, sweat, and tears into strategy and execution. But don't be too disheartened; after all, the message isn't "No one has heard of us." The brand is doing its job! Plus, getting everyone to understand what your company does is a significant challenge, even for businesses deeply entrenched in a specific sector. It's even tougher when your company serves multiple industries and segments.
While solving this problem without deep pockets and massive budgets can feel impossible, you can start shifting the narrative with a small investment in industry-specific content—even when you're juggling multiple priorities across your portfolio.
Start by Speaking the Lingo
Tightknit industries - like the airline and travel industries - are like tribes with distinct ways of doing things, concepts, and language. Tuning into the lingo —even sparingly—makes your company and its offering more relatable and credible. You don't have to be an industry insider to pick up the nuances. Tap into the experience of internal subject matter experts (SMEs) or, if they are stretched thin - partner with a specialist agency like Sparkling Communications. A little investment in using the vernacular will demonstrate that you're in tune with customer needs.
Be Distinctive
You know the drill: aligning your company with solving customer pain points drives better engagement. But when you're juggling multiple segments, where should you begin? Why not focus on one high-impact tactic for one segment and do it exceptionally well? For instance, creating a LinkedIn carousel or an infographic series tailored to a specific sector's challenges can be a great way to get started.
Dive Deeper
With a little more investment, you can dive deeper into your storytelling and create a stronger link between your solution and the customer need. Two content types that resonate particularly well are data insights and customer stories. If you have the luxury of accessing either, consider focusing on content like market trends, ROI analyses, case studies, or customer interviews. These topics will give you more bang for your buck.
Grow Confidence
Content isn't just for your customers—it can empower your field team, too. When your sales team has compelling, relevant stories and supporting content to share, they'll more confidently start commercial conversations in settings from the trade show floor to the boardroom table.
By speaking the language of your customer, starting with focused, high-impact content and layering in data and customer stories, the line "Nobody knows what we do" will become a lament of the past.
Whether you need help crafting a core messaging, producing sales enablement tools, or injecting specialized expertise into your thought leadership program, Sparkling Communications can help. We combine communications and product marketing expertise with deep domain knowledge when most needed. Reach out to learn more.
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