Succession by Association

It is not at all uncommon for organizations to concentrate their marketing efforts on a small, targeted number of verticals with a special focus on particular industries and/or professions. This strategy is increasing in popularity as savvy marketers move away from an “everything for everyone” approach to a more specialized set of products and services.

Often, a key component of these marketing plans is the development of segment specific content. Articles, reports, white papers, and blogs may being utilized to position the provider as a subject matter expert in a given area. These may be delivered to customers and prospects in a variety of ways. However, often overlooked as distribution channel for this content are trade associations and professional societies.

These organizations exist for just about any industry and profession. Many specialize beyond the generic (segments within the segment) as they, too recognize that target audiences are looking for expert content that relates directly to their particular area of interest.

Participation in membership organizations has many potential benefits to suppliers. Having access to their programs, products and services can enhance your understanding of the issues, challenges and opportunities facing your audience. Being seen at association events as a registrant or as an exhibitor or sponsor helps from a promotional perspective. There are even greater benefits.

Providing segment specific content for their publications or serving as a speaker, moderator or panelist at programs, seminars, conferences or webinars positions you as a subject matter expert with unique knowledge and experience. This increased credibility can open channels of communication with your target audience. What better way to demonstrate the many ways your product or service can address the most pressing needs of your clients?

Segmentation strategy can be a useful way to focus your marketing efforts. A content strategy is a key component. Partnering with subject specific organizations can provide a unique competitive advantage.

For more information on ways to enhance your business growth strategy, contact me at joe@ajstrategy.com.