Many Australian small and medium enterprises (SMEs) make the mistake of copying marketing strategies that work for others, without considering whether those strategies are a good fit for their specific industry. What works brilliantly for a retail business won’t necessarily deliver results for a plumbing service, for example. We see this time and time again. To maximise your return on investment, it’s crucial to align your marketing approach with the unique characteristics of your sector.

So, how do you do that? It starts with understanding that industries operate with different sales cycles, customer behaviours, and competitive landscapes. Here are a few key considerations:

• Consider the Purchase Decision: Is your industry driven by impulse buys (like fashion) or considered purchases (like financial services)? Impulse-driven industries benefit from visually appealing, time-sensitive promotions on social media. Considered purchases require more educational content – think blog posts, webinars, and case studies – to build trust and demonstrate value.
• Map Your Customer Journey: How do customers typically find businesses like yours? Do they search online, rely on referrals, or attend industry events? Knowing this dictates where you focus your marketing efforts. A trades business might prioritise local search engine optimisation (SEO) and online directories, while a B2B software company will likely focus on LinkedIn and content marketing.
• Analyse Your Competition: What marketing tactics are your competitors using? Don’t just copy them, but understand what’s working (and what isn’t). Look for gaps in the market where you can differentiate yourself. Are they ignoring a particular social media platform, or neglecting email marketing?
• Embrace Industry-Specific Channels: Some industries have unique marketing channels. For example, real estate agents rely heavily on property portals like realestate.com.au and Domain.com.au. Automotive businesses use car sales websites. Identify these key platforms and ensure you have a strong presence.

Don’t underestimate the power of industry associations and networking events. These provide valuable opportunities to connect with potential customers and partners, and to stay up-to-date on the latest industry trends. As we look towards 2026 and beyond, understanding these nuances will become even more important as competition intensifies.

The key takeaway is this: a ‘one-size-fits-all’ marketing strategy rarely works. To truly succeed, take the time to analyse your industry, understand your customers, and tailor your marketing approach accordingly. Your next step should be a thorough review of your current marketing activities, mapped against these industry-specific considerations. This will highlight areas for improvement and help you unlock significant growth.