5 Ways to Make Your Digital Marketing Industry Specific


marketing for your industry

Getting the most out of your digital marketing for your business means it must be very strategic, and you should always consider the ways marketing for your industry specifically plays into the strategy you develop.

If you are looking for ways to make your digital marketing industry specific and you’re not sure where to start, try these 5 simple practices:


1. Know Your Target Audience


The first and most important aspect of marketing in general, and especially industry specific marketing, is to know your target audience. You’ve heard this one before, and rightfully so, but knowing your target audience goes a little beyond “women ageing from 35-45 who…,” or even having a buyers’ persona. 

That is all part of it, but beyond that, you should be focused on locality. Really take the time to think about the area you are in, who you are hoping to serve in that area, and what they are looking to get from you. 

If you are a locally owned business, this is especially true. You have the grand privilege of serving your community, so make it personal! Personalization in how you are marketing for your industry is one definite way to build your reputation in your community. Learn more about personalization here.

Locality also has everything to do with optimization and ranking, but we will talk more about that in number 5. For now, we recommend taking the time to sit down and write down everything you know about your target audience, your community, and what they want from you.


2. Know Your Competitors


Again, locality! You should already know who your competitors are in your area if you have any kind of marketing strategy in place. But you are not just competing with them in the “real world,” you are also competing with them in your online presence.

Get to know your competitors’ online presence (website, social, etc.), what they have to offer, and how it differs from yours. Don’t take a hostile perspective, but think of it in terms of “how can I learn from them and what they are doing” and how it relates to marketing for your industry specifically.

Let them challenge you. Don’t try to copy, but be intentional in offering something that compares and competes. 


3. Focus on Your Message


Knowing your target audience and your competitors is great, but it is no good if you don’t know what your message is. 

What do we mean? Your message is more than what you do. Whether you are roofing, selling cleaning products, or anything else, you should have a clear message beyond your services. 

What is your USP (Unique Selling Proposition)? Your USP is what you have to offer that no one else in your industry does. It is what sets you apart and plays a strong part in the decision phase of the buyers’ journey.

For example, maybe your business has been local and in your family for 90 years, so to you, business is also personal. Or maybe you are in reconstruction services but have experience in the insurance industry too, so you know how to deal with the pesky details of insurance issues. Those are both USPs that can be expounded on.

Once you know your message, shout it from the rooftops. It makes your business unique and sets you apart from your competitors. Make sure your prospects, leads, and customers get the message! It will make all the difference when marketing for your industry.


4. Set up Offers and Promotions


Throughout the year, plan out some offers and promotions to share and market. It will be strategic for sales, yes, but it is also an opportunity to promote yourself within your industry. It will bring in the local customers and show them that you have something to offer.

Make it mutual. Make it an exchange. This could include discounts, holiday specials, or free resources. Offers and promotions show that you care about providing for your customers even outside of providing quality work. 

Think of your offers and promotions as an opportunity to establish yourself online. Campaign on social media and expand your reach through strategic ads.


5. Optimize for Ranking


If you have many competitors in your area, which you likely do, you have to focus on ranking in search engines. When most people are looking for a specific service or product, the first thing they do is conduct an online search related to their need and the industry to which it is connected. In fact, 46% of Google searches are for local businesses!

For this reason, you should be paying close attention to SEO (Search Engine Optimization), which has many, many different faces and can get overwhelming. For a simplified guide, see this great article on best SEO practices.

Running ads through Google Ads and Facebook Ads (hint: using those promotions and offers we mention earlier!) is also a great tactic when marketing for your industry. Our tip: make sure you or the person you choose to do it for you knows how to do it well and effectively–it is an art!

Finally, make sure you have claimed your Google my Business listing! According to, 56% of local retailers have not made their GMB claim, which serves to drive local traffic and generate leads. It seriously improves your SEO and it’s a simple process. Don’t miss out.


These are 5 tips, but certainly not an exhaustive list, for marketing for your industry. You probably noticed how much of it has to do with local marketing and establishing yourself in the community through digital marketing.

These are general practices, but it is just as important to research the best marketing tactics related specifically to your industry!

If you need help with your digital marketing strategies and how you can best market for your industry, schedule a free strategy session with us at Brown Creative Group. We will be happy to speak with you!

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