Industry-Specific Marketing

Robert Downey Founder, Clear Webb LLC

Posted on February 20th 2013

Industry-Specific Marketing

I had the displeasure of coming home from work to a flooded bathroom. Looking further into why there was an inch of water on the floor, I discovered the hot water heater had warmed its last 30 gallons of water; it was a goner. I needed a new hot water heater, and somebody to install it. I used my research savvy to find a solution to the problem. I reached for the phone book, and in the yellow pages, under plumbers, found the solution.

Of course, this was in 1989.

Today, I would consult Google or Bing when in need of a plumbing service. Unfortunately, plumbers and other businesses aren’t listed quite the same way as a phone book, there is no plumber tab, and Google search results aren’t listed alphabetically. I still use my research savvy to locate that plumber, and so does everybody else, but we go about it in a very different way than in 1989.

Even with the decline of yellow pages as an inbound marketing platform, we simply cannot ignore the importance of industry specific marketing.

To best establish your business on the web, you need to look at industry specific marketing. Consider types of marketing strategies set forth by your industry; then review your plan to see just where your business fits in terms of targeting your audience. Consider these points when building a marketing campaign:


As a company, it is essential to blog using specific topics relevant to your industry. Study what topics are currently being discussed and cultivate potential customers by feeding them relevant information.

Appeal to Your Clients

It is critical that all companies engage with their current and potential customers, but the way you engage may depend upon your industry. Retailers need to emphasize on building customer relationships and it is important to let them know you care. Therefore, sending exclusive offers out to your customers is an ideal way to engage and provide them that sense of compassion.

Financial industries shouldn’t market in the same manner as retailers. It would serve financial companies better to provide advice, industry updates and trending markets rather than just offering coupons or discounts.  Again, the key focus is to enhance the business/customer relationship.

In the real estate business, blogs should be updated on a regular basis as the industry is ever changing. You should also avoid blogging about the same group of subjects. Mix up the articles about home loans and mortgage interests rates with content on kitchen remodeling or gardening tips. These subjects will invoke engagement and are certainly relevant to the industry.

Where Are Your Customers?

Find out where the bulk of your customers gather online. Research and discover what social media sites they prefer, like Facebook or Twitter, and then aim your marketing campaign at that site. There are many, many bloggers among us, draw these potential customers to your website by creating marketing campaigns that reach and engage them.

Think Outside the Box

Contractors and service-orientated businesses can benefit from using social media sites like YouTube and Twitter to engage with current clients and potential customers. Communicate with your clients through Pinterest, engaging these people using creative visual displays. It will most certainly draw attention and discussion about your company. And isn’t that what marketing is all about?


Robert Downey

Founder, Clear Webb LLC

I began Internet marketing in 1995 with the creation of my first website. I am a business professional who takes pride in helping businesses of all sizes succeed in all aspects of marketing. My background is rich with traditional and digital marketing experience.

I am the founder and president of and

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