Not All Marketing Works for All Businesses — Here’s Why Knowing Your Category Matters
Strategy is simpler when you know where to start.
Marketing doesn’t have to feel overwhelming — but it often does.
One reason? You’re following strategies that weren’t built for your kind of business.
A social media tactic that works for a lifestyle influencer might totally flop for a local landscaper. A referral strategy that’s gold for a massage therapist might do nothing for someone selling handmade candles online.
That’s why the first step in building a smart, realistic marketing plan is understanding what kind of business you run.
In my free guide, The 4 Part Marketing Framework, I break small businesses down into five core categories. Each one has its own strengths, customer expectations, and marketing channels that actually work.
Let’s walk through them.
1. Service-Based Businesses
Think: home cleaning, tutoring, life coaching, massage therapy, personal training.
These are often one-on-one or in-person services. What you’re really selling is you: your expertise, your reputation, your ability to deliver.
Your customer is asking:
“Can I trust this person to help me?”
“What do others say about them?”
“How easy is it to book or get in touch?”
Your best marketing bets:
✅ Google Business Profile
✅ Simple website with contact info
✅ Reviews and testimonials
✅ Local groups and community visibility
✅ Social proof via Instagram or short videos
2. Local/Field-Based Businesses
Think: landscaping, mobile pet grooming, HVAC repair, painters, junk removal.
You’re location-specific and often meet people where they are. You thrive on word-of-mouth, trust, and reliability.
Your customer is asking:
“Who’s the best local option?”
“Are they nearby, fast, and reliable?”
“What’s their reputation around here?”
Your best marketing bets:
✅ Google Maps + Local SEO
✅ Door hangers, vehicle branding, local signage
✅ Facebook Marketplace and neighborhood groups
✅ Reels or short videos of your work
✅ Referrals and repeat business systems
3. Office-Based Professionals
Think: law firms, accountants, therapists, consultants.
These are trust-driven, long-term service relationships. Authority matters more than flash.
Your customer is asking:
“Are they credible and experienced?”
“Can they help me solve my problem?”
“What kind of results have they delivered?”
Your best marketing bets:
✅ Website with strong branding and testimonials
✅ LinkedIn thought leadership
✅ Google and Yelp listings
✅ Educational content (blog, newsletter, lead magnets)
✅ Webinars, speaking gigs, or community workshops
4. Product-Based Businesses
Think: ecommerce stores, handmade goods, packaged food, printables, digital products.
You’re selling stuff — physical or digital — often with a focus on aesthetics, differentiation, and trust in quality.
Your customer is asking:
“Does this solve a real need?”
“Can I trust the quality and delivery?”
“What makes this better than the rest?”
Your best marketing bets:
✅ Instagram, Pinterest, TikTok
✅ Shopify or Etsy store
✅ Email marketing with offers and launches
✅ Influencer or micro-creator collabs
✅ Product photos, reviews, and unboxings
5. Creative & Arts-Based Businesses
Think: photographers, music teachers, artists, performers, content creators.
You’re selling not just a service, but a style. People connect with your work emotionally or aesthetically.
Your customer is asking:
“Do I connect with this style or vision?”
“Is this worth the investment?”
“Will this be a memorable or meaningful experience?”
Your best marketing bets:
✅ Instagram, TikTok, YouTube Shorts
✅ Portfolio or personal blog
✅ Behind-the-scenes newsletters
✅ Events, pop-ups, or workshops
✅ Storytelling, brand voice, and community
What If You’re a Mix of Categories?
Most businesses are hybrids. You might be a product-based AND creative business. Or a local service that also does content. That’s totally normal.
Start by anchoring your strategy to your main income stream. Then borrow selectively from the other category — but only where it complements your goals.
Final Thought: Strategy Is Simpler When You Know Where to Start
If you’ve been feeling scattered, here’s your reset button:
1) Figure out your business category
2) Use a strategy that fits your strengths
3) Ignore what doesn’t make sense for your model