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 drives customer behaviour in construction is vastly different to what motivates buyers of fashion, for example. We see this time and time again, and it’s a key reason why marketing investments don’t always deliver the expected return. To maximise your impact, you need to align your approach with the unique characteristics of your sector.

So, how do you do that? It starts with understanding that industries operate within different ‘marketing ecosystems’. These ecosystems are shaped by factors like typical sales cycles, customer research habits, the influence of regulations, and the level of competition. Here are a few key considerations:

• Consider the Sales Cycle: Is your industry one where decisions are made quickly (like retail) or slowly and deliberately (like commercial property)? A fast sales cycle demands immediate, attention-grabbing tactics like social media advertising and promotions. Longer cycles require nurturing leads with valuable content – think webinars, detailed case studies, and thought leadership articles.
• Understand Information Sources: Where do your potential customers go to learn about products and services like yours? Are they heavily reliant on industry publications, online reviews, referrals, or social media? Focusing your efforts on those channels is crucial. For example, a plumbing business will likely find Google My Business and local online directories more effective than TikTok.
• Assess Competitive Intensity: A highly competitive market demands a strong focus on differentiation. You need to clearly articulate your unique value proposition and build a strong brand identity. In less competitive spaces, you might be able to get away with a more straightforward, price-focused approach.
• Regulatory Landscape: Some industries, like financial services or healthcare, are heavily regulated. Your marketing materials need to be compliant, and you may need to focus on building trust and demonstrating expertise.

Don’t fall into the trap of thinking ‘what works for my mate’ will work for you. A thorough industry analysis is the foundation of any successful marketing strategy. This isn’t about reinventing the wheel, but about adapting proven techniques to your specific context. We recommend starting with a simple competitor analysis and customer journey mapping exercise. Understanding how your target audience behaves within your industry will give you a significant advantage as we move into 2026 and beyond.

The next step? Identify three key competitors and analyse their online presence. What channels are they using? What messaging are they employing? This will give you a solid starting point for tailoring your own marketing approach.