There’s an opening in your practice that needs to be filled. It’s time to ramp up the marketing. But, before you do, determine if the focus is going to be horizontally or vertically. You may be thinking, “What?”
A horizontal focus looks left and right at those on the same plane as you and speaks directly to these people. Addressing the same problems you face daily and speaking to the same types of solutions you seek will be how your business will be the right choice for meeting their needs and supporting these businesses. Demonstrating how you’ve been there, done that, and overcome that, will show these clients that you’re a good choice to work with them. You’ve already travelled this path and can show them the way. Your expertise is applicable to a cross-section of businesses who want the same types of services.
Additionally, you are most likely marketing to many of the same types of businesses that you have been successfully serving. You’re expanding your services to better serve this same group but in broader complimentary ways. Your client base of like industries will grow in size. Often referrals coming in are friends of your existing clients seeking similar services.
A vertical approach targets clients who are a bit more advanced in their business tenure and goals. They seek a deeper level in their projects and want more input from you – business owner to business owner. They may need you to up your ante when they ask about your skills or the services you typically provide. Vertical clients will push you out of your comfort zone to learn more, grow more, and bring more to your service offerings to continue meeting their ever increasing goals and vision. Vertical clients embrace the newest technology and want you to learn new applications and try new resources because one of their colleagues is using this or that and maybe they should, too. Vertical marketing fills a niche and contains individuals who regularly take risks to advance to a higher level. Climbing the ladder to reach their goals is ingrained in how they operate a business.
When you face that next client opening, will you be marketing horizontally or vertically? Which level of growth meets the direction you want to fill?
I encourage you to be intentional when planning your marketing messages, constructing your website copy, and when seeking referrals to include both horizontal and vertical groups. Having a mixture in your client base will keep you in demand and keep your business growth advancing.
Here’s to leaping UP…and LEFT…or RIGHT…in your business.