How Your Marketing Plan Must Change by Industry

How Your Marketing Plan Must Change by Industry
  • Opening Intro -

    Online marketing is essential to the success of any business, no matter how big or small and no matter what products or services are being sold.


People use the internet to research what they need, and many buy online. A good marketing plan will help you get your name in front of more of your customers, as well as to convince more of them to buy your products and services.

Though there are some constants to online marketing, such as using the right keywords, you can’t expect the same marketing plan for an energy company to get results for a pet sitting company. The work they do is different, the customers they are trying to reach are different, and the tone of their brands are different. It’s important that you understand how to tailor a marketing plan to get the best results for your company.

Here are a few ways that an online marketing plan must change by industry:


You get a bunch of people with fashion marketing degrees in a room, and they are going to come up with a much more creative marketing plan than some computer science majors. And they should. If they want to reach people who are passionate about fashion, they will need to spark those creative impulses in their audience, as well.

More creative industries like fashion, children’s toys, home decor, or even baking can explore more opportunities in their online marketing. For example, they can share more photos and funny videos on social media, can create more interesting blog content, and have more opportunities for backlinking. These industries will get the biggest impact by inspiring or entertaining their audiences.


Every business needs to establish a certain amount of authority so that audiences will trust them and feel comfortable buying with them. But certain industries require a higher level of authority to inspire that trust, such as those in complex fields like engineering, manufacturing, and technical applications like polyethylene linings or concrete reinforcement.

A marketing plan for these types of industries should focus on building authority. Content marketing would be especially important, including in-depth blog posts and articles, white papers, ebooks, and more. The content should be long, thorough, and detailed with statistics and backed up by resources. Some video content can be included, such as lectures, technical tutorials, and product demonstrations.


Every industry should employ a bit of the latest technology into their online marketing plan, such as a live streaming video on Facebook or ads that show on new devices. But industries that offer high-tech products and services or that appeal to audiences who are interested in advanced technology should be doing more in their online marketing.

Virtual reality is one advanced technology that is starting to become more popular, and businesses have the opportunity to use it to promote their products and services. They can create ads that can be experienced in virtual reality, such as those giving users a chance to experience their product "in real life." Augmented reality offers other opportunities, as do user-intent analytics, 3D video, and smart devices.


Companies should always have a brand identity. But the identity of an investment firm will be much different than that of a life coaching service. While it is important to show off a little brand personality, it is important to know just how much is appropriate.

Personal services and those involved in more creative industries can have a bit more personality in their online marketing. They can use casual phrases, make irreverent jokes, share memes, and share personal stories from their leaders and employees. Those involved in more professional services would need to maintain a more formal facade, leaving those personal anecdotes to the occasional employee profile or snapshot of community outreach.

Any effective online marketing plan is going to be created with the specific goals and brand identity of the company it is intended to benefit. It’s important to think through each of these things to understand what might need to be different about your online marketing plan, aside from broader goal differences, such as wanting more exposure versus wanting more sales. Even after you have what you think is a good marketing plan in place, you should be testing everything to make sure it is getting results.

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