🏪 Marketing playbooks by industry
Eight short playbooks, one per industry, each showing how customers in that industry search, which channels matter most, what to do in your first 30 days, and the mistakes to avoid. Pick the one closest to your business, then use the SEO, social media and ads modules to go deeper. Examples are illustrations, not promises of results.
8 lessons · about 96 minutes in total · free to read
In this module
- Restaurants, cafes and food businesses 12 min
- Retail shops and online stores 14 min
- Real estate and property 12 min
- Education, coaching and training institutes 12 min
- Salons, gyms, spas and wellness studios 10 min
- Accountants, lawyers, consultants and other professionals 12 min
- B2B, manufacturers and software companies 12 min
- Travel, events, weddings and hospitality 12 min
🏪1. Restaurants, cafes and food businesses12 min
- Get found when people search “near me” and “open now”
- Make your menu and ordering easy
- Create food content people share
- Turn first-time visitors into regulars
Food is decided fast, on a phone, usually within a few kilometres of where the person is standing. That makes Google Maps, photos and reviews your most important marketing assets, before any ad or post.
| Snapshot | |
|---|---|
| Customers search for | a type of food + “near me”, “open now”, “delivery”, “family restaurant”, “birthday party venue” |
| Best channels | Google Business Profile, Instagram and short videos, WhatsApp ordering, delivery apps, local groups |
| First 30 days | Perfect the Google profile, upload real menu photos, set up WhatsApp ordering, ask every happy table for a review |
Win on Google Maps
- Choose the right category, such as the type of cuisine, not just “Restaurant”
- Upload your full menu with prices, or a clear menu photo, and keep it current
- Add bright, real photos of the food, the room, and the entrance so people can find you
- Set exact timings and update festival and holiday hours
- Add links for ordering, reservations and WhatsApp
- Reply to every review, kindly and quickly
Photos and short videos
People eat with their eyes. Natural light near a window, a clean plate and a close-up beats a complicated setup. Short videos of food being made, the sizzle, the pour or the first cut tend to hold attention.
- Monday: a short video of the morning coffee being made
- Wednesday: a carousel of three most-loved dishes with prices
- Friday: today’s special with a “message us to book a table” line
- Sunday: a behind-the-scenes of the kitchen team preparing for the day
Orders and bookings made easy
- A WhatsApp Business number with quick replies for menu, timings and delivery area
- A short link in your Instagram bio to order or book
- A clear policy for cancellations on big bookings
Legal and trust basics
Show your food safety licence number where required, such as on your website and invoices. Be accurate about ingredients, allergens and dietary claims. If a dish is “pure veg”, make sure it truly is.
Turn visitors into regulars
- Ask for the customer’s permission to send offers or news on WhatsApp or email
- A simple stamp card, or a visit-count reward, works for cafes
- Remind regulars when a favourite seasonal item is back
Common mistakes to avoid
- Blurry or stock photos of food that is not yours
- An out-of-date menu or timings on Google
- Sending offers to people who never asked
- Ignoring bad reviews
- Update your Google profile with a current menu and ten real photos.
- Set up WhatsApp Business with three quick replies.
- Plan one week of posts using the example.
Check yourself
1. What is the most important marketing asset for a restaurant?
The Google Maps profile with real photos, a current menu and good reviews.
2. Why ask permission before sending offers?
It respects privacy and keeps you out of spam trouble.
3. What should you show where required by law?
Your food safety licence number.
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🏪2. Retail shops and online stores14 min
- Choose where to sell: your own site, marketplaces or both
- Write product pages that rank and convert
- Get free product listings on Google
- Bring shoppers back with email and WhatsApp
Whether you have a physical shop, an online store or both, the customer’s path is similar: they search, compare, check trust signals and decide. Your job is to be easy to find and easy to trust at each step.
| Snapshot | |
|---|---|
| Customers search for | a product + “buy online”, “price”, “near me”, “best for [use]”, “gift ideas” |
| Best channels | Product and category pages, Google free listings, Instagram, WhatsApp catalogue, email, marketplaces |
| First 30 days | Fix your top 10 product pages, set up your Google listing and feed, add a clear returns policy, start an abandoned-cart email |
Own store or marketplace?
- Marketplaces bring ready shoppers quickly but they own the customer relationship, and fees and competition are high.
- Your own store gives you control, repeat customers and email contacts, but you must bring the traffic.
- Many sellers use both: marketplaces to be found, their own store to keep customers.
A product page that sells
- Title: the product name plus the key detail people search for, not just a code
- Photos: several clear images, including one showing size or use
- Description: unique, written for a buyer: what it is, who it suits, material, size, care
- Price, stock and delivery visible without hunting
- Reviews from real buyers
- Returns and warranty in plain words
- A clear Buy or WhatsApp button
- Weak: “Item 2231 Cotton”
- Strong: “Handloom Cotton Bedsheet, Double Bed, Printed, Washable”
Category pages and structure
Category pages (for example “Cotton bedsheets”) often rank better than single products. Give each a short helpful introduction, clear filters and links to your best sellers.
Be visible on Google for free
- Set up your business listing and, for online stores, a product feed so items can appear in free shopping results
- Add structured data for products: price, availability, reviews
- Keep photos, prices and stock accurate, since mismatches are penalised
Keep customers coming back
- A welcome email with a clear offer for first-time subscribers, with permission
- A reminder for baskets left behind
- A thank-you and review request after delivery
- A WhatsApp catalogue for repeat buyers who prefer chat
Trust signals
Show your address, phone, return policy, secure checkout and genuine reviews. Be clear about delivery times and charges before checkout. Surprise costs are the top reason people abandon a purchase.
Common mistakes to avoid
- Copy-pasted supplier descriptions
- Hidden delivery charges
- No returns policy
- Selling only on a marketplace and never collecting your own customers
- Rewrite the titles and descriptions of your 10 best-selling products.
- Write a plain returns and delivery policy page.
- Set up an email welcome message for new subscribers.
Check yourself
1. Why avoid copying the supplier’s product description?
It is the same as hundreds of other shops, so Google has no reason to prefer yours.
2. What is the main downside of selling only on a marketplace?
The marketplace owns the customer relationship and fees and competition are high.
3. What is a top reason people abandon a purchase?
Surprise costs, such as delivery charges, at checkout.
Create a free account to tick off lessons and track your progress.
🏪3. Real estate and property12 min
- Understand how buyers research property online
- Build project and area pages that attract genuine enquiries
- Follow up leads fast
- Stay within advertising and registration rules
Property is a big, slow decision. Buyers research for weeks, compare areas, check builder reputation and ask family. Your marketing must build trust over time, and then respond quickly when an enquiry comes in.
| Snapshot | |
|---|---|
| Customers search for | “2 BHK flats in [area]”, “property near [landmark]”, “plots in [area]”, “builder reviews”, “price per sq ft in [area]” |
| Best channels | Google Business Profile, project and area pages, YouTube tours, WhatsApp, Meta lead forms, property portals |
| First 30 days | Build one strong project page, one area guide, a walkthrough video, and a 5-minute lead response routine |
Project and area pages
- Project page: location, configurations, amenities, possession details, floor plans, price range, registration details and a clear enquiry button
- Area guide: schools, hospitals, transport, markets, upcoming infrastructure, with honest information and sources
- Questions: home-loan basics, documents to check, buying steps in simple language
- Overview of the neighbourhood and who lives there
- Getting around: roads, transport, distance to key places
- Schools, hospitals and daily needs nearby
- Price trends described honestly, with sources
- Projects available and how to visit
Show, do not just tell
A short, honest video walkthrough, real photos at different times of day and a clear location map earn more trust than glossy renders. Be clear about what is built and what is planned.
Speed wins leads
- Reply to enquiries within minutes, in the channel the person used
- Have a set of quick replies: brochure, price range, site visit slots
- Record every lead and the next step in a simple sheet
- Follow up gently, and respect a “not interested”
Ads and rules
Property advertising is regulated. Where your state’s rules require it, show the registration number of the project on your website and advertisements, and make sure claims about location, amenities and possession are accurate and supported. Check current rules for your state.
Reviews and reputation
Ask satisfied buyers for honest reviews of the buying and handover experience, and respond to concerns promptly and politely.
Common mistakes to avoid
- Vague promises about prices and possession
- Slow replies to enquiries
- Using renders as if they were the real building
- Missing registration details where required
- Write one area guide using the outline.
- Make a response checklist for new enquiries.
- Check that your project page shows the required registration details.
Check yourself
1. Why is replying quickly to property enquiries important?
Buyers contact several sellers, and the first helpful reply often gets the visit.
2. What should be on a project page where the law requires it?
The project’s registration number, together with accurate details.
3. Why write an area guide?
Buyers research the neighbourhood before the project, so it attracts them early with useful information.
Create a free account to tick off lessons and track your progress.
🏪4. Education, coaching and training institutes12 min
- Show students and parents what they will really get
- Use demo classes and free content to build trust
- Advertise results honestly
- Run an enquiry-to-admission process
Education is a trust purchase. Parents and students want proof that a course is credible, fees are clear and outcomes are realistic. Overpromising backfires, and misleading claims about results are a regulatory risk.
| Snapshot | |
|---|---|
| Customers search for | “[course] classes near me”, “best coaching for [exam]”, “[course] fees”, “[course] syllabus”, “online [course] for beginners” |
| Best channels | Course pages, YouTube lessons, WhatsApp and Telegram groups, Google profile, email, Instagram |
| First 30 days | Build one clear page per course, record two free lessons, set up a demo-class booking, track enquiries to admission |
A course page that answers the real questions
- Who the course is for and who it is not for
- What you will learn, in outcomes, week by week
- Faculty profiles with real qualifications and experience
- Batch timings, mode (online or classroom), class size
- Fees, instalments and refund terms, stated clearly
- Student feedback from real learners
- How to book a demo class
Free content builds trust
- Short YouTube lessons that solve one common problem
- A free study guide or checklist in return for an email address, with permission
- A weekly doubt-solving session in a WhatsApp or Telegram group
- A blog with answers to the questions students ask
“The 5 most common mistakes students make in [topic], and how to avoid them” as a 10-minute video, with a link to book a demo class
Advertise results honestly
If you mention results or selections, be accurate and clear: how many students, in which batch, whether you are counting all students or only some, and what part of success was due to the course. Authorities have taken action on misleading coaching advertisements, so check the current guidelines for your area and avoid inflated or unclear claims.
Enquiry to admission
- Reply fast, ask what the student wants, invite them to a demo
- Keep a simple sheet: enquiry, source, demo attended, admitted
- Follow up politely, and answer fee questions clearly
- Ask admitted students how they found you
Parents’ peace of mind
Safety, clear communication and regular progress reports are persuasive to parents. Show them how you will keep them informed.
Common mistakes to avoid
- Hiding or confusing fee information
- Selection claims that are not clear or complete
- No demo class option
- No record of where admissions come from
- Write a course page using the 7-part list for your main course.
- Record or outline one free lesson.
- Create the enquiry-to-admission tracking sheet.
Check yourself
1. Why are free lessons useful for an institute?
They let students and parents see the quality of teaching before paying, which builds trust.
2. What must be clear when you mention results?
The numbers, which batch, and what is being counted, so the claim is not misleading.
3. Why track where admissions come from?
So you know which marketing works and where to spend your effort.
Create a free account to tick off lessons and track your progress.
🏪5. Salons, gyms, spas and wellness studios10 min
- Make booking easy and the first visit memorable
- Use before-and-after content responsibly
- Build memberships and repeat visits
- Use reviews and referrals
These businesses sell an experience and a result, and the customer usually lives close by. Local search, social proof and a smooth booking journey carry most of the marketing.
| Snapshot | |
|---|---|
| Customers search for | a service + “near me”, “price”, “for men / women”, “membership”, “trial” |
| Best channels | Google Business Profile, Instagram and short videos, WhatsApp bookings, referrals, local partnerships |
| First 30 days | Complete the Google profile with a price list, set up booking links, post three short videos, introduce a simple referral reward |
Make booking effortless
- A booking link on Google and Instagram
- WhatsApp for quick questions and confirmations
- Clear prices or price ranges for popular services
- A simple note on what to expect and how long it takes
Show your work
- Short videos of a service in progress, with the customer’s permission
- Photos of your space, staff and equipment
- Hygiene and safety practices, shown honestly
A 20-second clip: the tools being cleaned, then the chair prepared, with a caption such as “How we prepare before every appointment”
Be careful with transformation content
- Always get clear permission before showing a person’s image
- Do not promise guaranteed results, such as exact weight loss or skin changes
- Do not make medical claims. If a service touches health or skin conditions, stay within what a trained practitioner can honestly say
- Show realistic results and note that results vary
Memberships and repeat visits
- Packages and memberships with clear terms
- A friendly reminder when a customer is due for their next visit, with their permission
- Birthday and festival messages sent only to those who agreed
Referrals and reviews
Word of mouth is powerful here. A simple referral thank-you for both people, and an easy review link sent after a visit, keep new customers arriving.
Common mistakes to avoid
- No prices anywhere, so people do not bother to ask
- Showing customers’ photos without permission
- Promising exact results
- Making booking hard
- Add a price list and booking link to your Google profile and Instagram.
- Film three 20-second videos of your process.
- Design a referral reward and a review request message.
Check yourself
1. Why show prices?
It saves customers the effort of asking and attracts people who are ready to book.
2. What must you get before showing a customer’s image?
Clear permission.
3. Is it fine to promise exact results?
No. Results vary, and guarantees can be misleading.
Create a free account to tick off lessons and track your progress.
Next lesson: Accountants, lawyers, consultants and other professionals →
🏪6. Accountants, lawyers, consultants and other professionals12 min
- Understand why advertising limits apply to many professions
- Build credibility through useful, professional content
- Use LinkedIn, referrals and a simple website well
- Protect client confidentiality
In many professions, such as law and accountancy, the professional body limits how members may advertise or solicit clients. Rules differ by profession and change, so read the current guidance from your own institute or council before you publish or advertise anything. This lesson shows the kinds of marketing that are usually appropriate: being found, being helpful and being trusted.
| Snapshot | |
|---|---|
| Clients search for | “[service] in [city]”, “how to [do a legal or tax task]”, “[document] format”, “cost of [service]”, “[deadline] explained” |
| Best channels | A clear website, Google Business Profile, helpful articles, LinkedIn, referrals, a professional newsletter |
| First 30 days | Read your professional body’s current rules, write the service and about pages, create your Google profile, publish one helpful guide |
Inform, do not solicit
- A website with your qualifications, areas of practice, location and contact details is a standard, expected information source
- Educational guides that explain a process or a deadline help people and show expertise
- Avoid claims of being the best, success rates and promises of outcomes
- Do not solicit clients directly in ways your professional body prohibits
- A simple explanation of an upcoming filing deadline and who it affects
- A checklist of documents small businesses should keep
- Common mistakes when filing a return, and how to avoid them
Be found when people have a problem
Most clients search when they have a question or a deadline. Pages that answer these clearly, with a note that they are general information and not advice for a specific situation, bring the right people to you.
LinkedIn and referrals
- A professional profile that says whom you help and how
- Short, clear posts that explain an issue or a change in the rules
- Staying in touch with past clients, other professionals and local business groups. Referrals are usually the main source of new clients
Confidentiality is absolute
Never reveal client names, details of cases or any information that could identify a client, even in a “thank you” or an anonymous example, unless you have clear written consent and the rules allow it.
A professional newsletter
A short monthly email, to people who agreed to receive it, with one update and one practical tip, keeps you in mind for when they need help.
Common mistakes to avoid
- Copying competitors’ advertising without checking your own body’s rules
- Talking about client matters, even without names
- No clear page saying what you do and where
- Guaranteeing results
- Find and save the current advertising guidance from your professional body.
- Write your service and about pages in plain words.
- Plan three helpful guides for your clients’ most common questions.
Check yourself
1. Why should professionals check their own body’s rules first?
Many professions restrict advertising and solicitation, and the rules change.
2. What is a safe kind of content for a professional?
Helpful, general information that explains a process, with a note that it is not advice for a specific case.
3. Can you share client details if you leave out the name?
Not without consent and permission under the rules. Information that could identify a client must stay confidential.
Create a free account to tick off lessons and track your progress.
🏪7. B2B, manufacturers and software companies12 min
- Understand how business buyers research and decide
- Create pages for each stage of the buying journey
- Use case studies, LinkedIn and email well
- Qualify and follow up leads
Business buying is slower and involves several people: someone who researches, someone who uses the product and someone who approves the cost. Marketing here is about helping each of them feel confident.
| Snapshot | |
|---|---|
| Buyers search for | “[product] manufacturer in [region]”, “[problem] solution for [industry]”, “[product] vs [product]”, “[product] price”, “[product] specifications” |
| Best channels | Product and solution pages, case studies, comparison pages, LinkedIn, email, trade directories, Google Ads for high-intent searches |
| First 30 days | Create a page for each product or solution, publish two case studies, set up an enquiry form that asks the right questions |
Content for each stage
| Stage | Buyer thinks | Content that helps |
|---|---|---|
| Problem | We have an issue | Guides that explain the problem and cost of ignoring it |
| Options | What solutions exist? | Comparison pages, buyer’s guides, checklists |
| Decision | Which supplier is safe? | Case studies, specifications, certifications, references, demos |
Case studies that persuade
- The customer’s situation and the problem
- What you did, in simple terms
- The result, with real numbers where you have them and permission to share
- A short quote from the customer if they agree
- A clear next step
Get written permission before naming a customer. If they prefer to stay anonymous, describe the type of company and the problem instead.
LinkedIn and email
- Share practical insights, how-tos and the stories behind your products
- Connect with people in the roles you sell to and be useful before you pitch
- Use a short email series, with permission, for people who downloaded a guide or asked for a quote
Make enquiries qualified
Ask a few useful questions on the form: what they need, how many, by when, their location, and a phone number. These help you reply with a proper answer and help you spot serious buyers.
Follow-up
- Reply within a business day with a clear next step
- Send the right specification sheet or sample details
- Offer a short call or demo, and follow up on quotes politely
- Track each lead, stage and the reason when it is won or lost
Common mistakes to avoid
- A website that only lists product names with no details
- No case studies or proof
- Forms that ask for too little to qualify a lead
- No follow-up after a quote
- List your top three products and write a page outline for each.
- Draft one case study using the five-part structure.
- Write the five questions your enquiry form should ask.
Check yourself
1. Why do B2B buyers need several kinds of content?
Several people with different concerns are involved, and they are at different stages of the decision.
2. What should you do before naming a customer in a case study?
Get their written permission.
3. Why ask questions on an enquiry form?
To qualify the lead and give a useful reply.
Create a free account to tick off lessons and track your progress.
🏪8. Travel, events, weddings and hospitality12 min
- Use seasons and visuals to attract bookings
- Create destination and planning content that ranks
- Make enquiries and quotes smooth
- Build trust with clear terms
These are high-emotion, high-value purchases made well in advance. People dream first and decide later, so inspiring visuals plus clear, honest planning information work together.
| Snapshot | |
|---|---|
| Customers search for | “[destination] trip itinerary”, “[destination] packages”, “best time to visit [place]”, “wedding venues in [city]”, “[event] planner” |
| Best channels | Destination guides and itineraries, Google profile, Instagram and YouTube, WhatsApp quotes, email, partnerships |
| First 30 days | Write two destination guides, create a clear package page with inclusions and terms, set up a WhatsApp quote process |
Content that gets found
- Itineraries: day-by-day plans with realistic timing and costs
- Planning guides: best season, what to pack, how to reach, safety tips
- Comparisons: two destinations, two types of venue, budget ranges
- Checklists: wedding planning timeline, event vendor checklist
- Overview and who it suits
- Day-by-day plan with travel times
- Where to stay at different budgets
- Costs, what is included and what is not
- Best time to go and weather notes
- Quote request button
Show real places and real work
Use your own photos and videos, and keep them honest. People notice when images do not match reality, and unmet expectations lead to bad reviews.
Quotes and bookings
- Ask a few questions up front: dates, number of people, budget range, preferences
- Reply with a clear written quote: what is included, what is extra, payment steps, cancellation terms
- Confirm every detail in writing and keep a simple tracker of enquiries and bookings
Build trust
- Be upfront about inclusions, exclusions, refunds and what happens if plans change
- Show your licences or registrations where required
- Share real reviews and ask guests to review on Google or travel sites
- Respond calmly and fairly to complaints
Seasons and repeat guests
Plan content ahead of peak season, because people search weeks or months in advance. Keep in touch with past guests, with permission, through email or WhatsApp updates, and invite them to share photos and refer friends.
Common mistakes to avoid
- Starting content only when the season has started
- Vague inclusions and hidden extras
- Photos that do not match the place
- No written record of agreed plans
- Write one destination guide or venue checklist.
- Create a clear package page with inclusions, exclusions and terms.
- Draft your quote template.
Check yourself
1. Why publish content before peak season?
People plan and search well in advance, so you need to be found early.
2. What should a good quote state?
What is included, what is extra, payment steps and cancellation terms.
3. Why use your own photos?
Honest images match reality, which avoids bad reviews from unmet expectations.
Create a free account to tick off lessons and track your progress.
Examples are illustrations to teach a method. Results vary and nothing here guarantees rankings, traffic or sales. See the disclaimer.