How to Market for Clients in Unfamiliar Industries
As a digital marketer, you’re likely to encounter clients from industries that are completely outside your area of expertise.
Whether it’s healthcare, finance, or something more niche, stepping into unfamiliar territory can feel overwhelming.
But the truth is, you don’t need to be an expert in every field to create effective marketing strategies. The key is knowing how to approach a new industry with curiosity, adaptability, and a research-driven mindset.
In this article, we’ll explore how you can navigate the challenge of marketing for a client in an industry you know nothing about.
By focusing on research, collaboration, data, and learning the language of the industry, you can build successful strategies that resonate with your client’s audience and deliver results—no matter how unfamiliar the space may seem.
Start with Research
The first thing you need to do is embrace research. (A lot of it.)
When you’re unfamiliar with an industry, the best way to get up to speed is to start reading everything you can find.
Look for industry trends, challenges, and opportunities. Use trade publications, industry-specific blogs, podcasts, and news sources to get the lay of the land.
You also want to focus on the competition.
Even if you don’t know the ins and outs of the industry, checking out what the key players are doing can give you a great starting point.
Dive into their websites, social media profiles, and ad campaigns to see what’s working for them.
Understanding how competitors are positioning themselves will help you figure out how your client can stand out and offer something different.
Understand the Client’s Audience
This is where you need to focus the majority of your attention.
Marketing isn’t about throwing out generic ads and hoping something sticks—it’s about understanding people and their needs.
You can’t create meaningful campaigns without knowing who the audience is, what they care about, and what problems they need solving.
If your client has any customer surveys, reviews, or feedback, dive into those.
They’ll give you a wealth of insights into customer pain points and motivations.
And if your client doesn’t have this kind of data readily available, it might be worth suggesting they gather some.
Customer insights can be a game-changer in understanding how to connect with the target market.
Tap Into Your Client’s Expertise
While you’re doing your research, don’t forget the most valuable resource: your client.
They are experts in their field, and they likely have a lot of information about their business and the industry.
You should make it a point to have conversations with them about their history, challenges, and unique value propositions.
The goal here is to become a collaborative partner.
Ask your client about their internal resources—case studies, sales presentations, or product brochures—that can help you understand their business and its place in the market.
All these materials can give you a clearer picture of what they’re offering and how you can best position their products or services.
Let Data Be Your Guide
In digital marketing, data is your best friend.
Once you’ve started gathering industry and audience insights, use analytics to drive decisions.
With tools like Google Analytics, you can see how users are interacting with your client’s website.
… Are they bouncing off certain pages?
… What’s driving conversions?
These metrics will tell you where to focus your energy and help you optimize your strategy.
On top of that, social media platforms and paid advertising channels offer valuable insights into audience behavior and engagement.
By constantly monitoring these metrics, you’ll know what’s working and where you might need to tweak your approach.
Learn the Language of the Industry
Every industry has its own unique language.
Whether it’s technical terms, industry jargon, or even a specific tone of communication, it’s important to learn how to speak the language of the industry.
Using the right terminology builds credibility and ensures that your messaging resonates with the target audience.
Misusing industry-specific terms can be a quick way to lose trust, so be sure to educate yourself on the language.
Not only does this help with written content, but it also influences the tone of voice you’ll use in campaigns.
For instance, industries like fashion or entertainment might require a more casual, upbeat tone, while fields like finance or healthcare demand a more formal, authoritative voice.
Collaborate with Industry Experts
If at any point you feel out of your depth, don’t hesitate to ask for help.
Whether it’s collaborating with your client’s internal teams or bringing in external experts, working with people who have deep industry knowledge can help you fill in the gaps.
For instance, if you’re dealing with a highly specialized industry like healthcare, bringing in a freelancer with medical writing experience can make a huge difference.
Similarly, talking to your client’s sales or product teams can provide insights into customer needs and objections, which can guide your messaging and strategy.
Create Educational and Value-Driven Content
One of the best ways to establish trust in an unfamiliar industry is through educational content.
Since you’re still learning about the field, creating content that helps your audience solve problems is a great way to position your client as a credible authority.
Consider starting with blog posts, whitepapers, or guides that break down complex industry concepts or provide solutions to common problems.
These types of content not only help build trust but also position your client as an expert.
You could also create webinars or downloadable resources to further educate the audience.
Customer testimonials are another powerful tool.
People trust other people, so featuring real customer experiences adds an element of authenticity and can help build credibility in an unfamiliar industry.
Stay Flexible and Ready to Adapt
One thing to keep in mind is that digital marketing is an iterative process.
Don’t be afraid to make adjustments along the way.
As you gather more insights, analyze performance data, and receive feedback from your client, you’ll need to refine your strategy.
Whether it’s tweaking ad copy, adjusting targeting, or revisiting content strategies, the key to success is being responsive and flexible.
Digital marketing gives you the power to pivot quickly, and this adaptability is especially valuable when you’re navigating an industry you don’t know inside and out.
Keep Learning and Growing
Finally, remember that marketing is a dynamic and constantly evolving field.
Each time you take on a project in a new industry, you’re not just helping your client succeed—you’re also gaining experience and expanding your skill set, so, embrace the learning curve.
Remember, despite the challenges, the more you dive into different industries, the more versatile you’ll become as a marketer.
The Wrap Up
Navigating a new industry as a digital marketer can feel intimidating at first, but it’s also an opportunity for growth.
By investing time in research, leveraging your client’s expertise, and relying on data to guide your decisions, you can quickly become an effective partner for your client—no matter how unfamiliar the industry might seem at the start.
Remember that marketing is all about understanding the audience and crafting strategies that connect with them.
By embracing a collaborative mindset, staying adaptable, and continually learning, you can overcome the challenges that come with working in an unknown industry.
Each project you take on expands your skill set and makes you more versatile in the marketing world.
So, even if you’re stepping into a completely unfamiliar space, approach it with curiosity and confidence!
With the right strategies, you’ll not only help your current client succeed but certainly gain valuable insights that will help with future accounts, making you an even more well-rounded marketer in the future.
P.S. At Rain Digital, we specialize in helping businesses thrive—no matter the industry.
Whether you’re in a well-known field or a niche market, our team excels at diving into new sectors and crafting data-driven, results-oriented digital marketing strategies.
We understand that every industry has its own unique challenges, and we’re here to help you navigate them with ease.
Let us take the guesswork out of digital marketing, so you can focus on what you do best.
Partner with Rain Digital and experience marketing that works!
