1. COMMERCIAL VERTICALS
“GO-TO-MARKET STRATEGY PLAN”
Marketing Strategist, Virginia Bush
May 4, 2015

2. VERTICAL MARKETING FOCUS
• Identify Vertical Markets of Interest
– Workboat
– Fire and Rescue
– Oil
– Other potential markets
• Research and Analysis
– Prospect for each vertical
– Competitors in each vertical space
– Identify relevant associations to join/participate
– Identify “must attend” conferences and events

3. VERTICAL MARKETING FOCUS
• Website Marketing
• Social Media Marketing
• Internet Marketing
• Online Competitive Intelligence
• Public Relations
• Event Marketing
• Professional Speaking Program
• Messaging
• Marketing Materials
Website
Social
Internet
Competitive
Intelligence
PREvent
Speaking
Story
Marketing
VERTICAL
MARKETING

4. WEBSITE MARKETING COMPONENTS
• Content Marketing
– Fresh vertical content
• Search Engine Optimization
– Competitive Research
– Keyword Strategy
– Story Marketing
– Implementation
• Vertical Market Blogging
• Slideshare
Still

5. WEBSITE MARKETING COMPONENTS
• Content Marketing
– Fresh vertical content
• Search Engine Optimization
– Competitive Research
– Keyword Strategy
– Story Marketing
– Implementation
• Vertical Market Blogging
• Slideshare

6. WEBSITE MARKETING COMPONENTS
• Content Marketing
– Fresh vertical content
• Search Engine Optimization
– Competitive Research
– Keyword Strategy
– Story Marketing
– Implementation
• Vertical Market Blogging
• Slideshare

7. SOCIAL MEDIA MARKETING STRATEGY
• Targeting Top Social Networking Sites
– LinkedIn
– Twitter
– Facebook
• Niche Community Sites
– Sites catering to your audience
– Sites catering to your vertical
– Sites centering around a specific topic
• What’s Trending?
– Research what has been trending in your industry and verticals
– Daily identification of “what is trending”

10. SOCIAL MEDIA MARKETING STRATEGY
• Blog
– Extensive blog research
• Competition
• Industry
• Vertical
– Focus
• Expert ASI commentary
• ASI mentions
• Video
– YouTube
– Competitive Research
– Leverage ASI Video
• Embed, link to, discuss and showcase on other targeted sites
– Pique potential interest
– Encourage conversion
(continued)

11. A LOOK AT TWITTER

14. ONLINE COMPETITIVE INTELLIGENCE

15. OTHER INTERNET MARKETING
• Link Building Strategy
– Strategy to improve search engine rankings
• Competitive Research - Backlink Profile of Your Competition
• Targeted Valued Website Research and Identification
– Article marketing on valued, non-competitive sites
• Valued Blog Research and Identification
– Commenting and linking on blogs, forums
• Social Media Tie-in
• Social Bookmarking
• RSS Marketing
• Video Marketing back-links
• Directory research and submission
• Outbound linking to relevant sites
• Ongoing

17. TO BE CONTINUED…
For more details and information regarding your Vertical
Marketing Strategy and beyond, please contact: