Who We Help
Marketing that fits
how your industry buys.
A shopper who decides in ninety seconds and a procurement team that decides in six months are not persuaded by the same page, the same ad, or the same proof. We start every engagement by working out which one we are talking to, then build the plan around it.
“What decides the purchase?”
- DTC A fast page, a clear price, a review
- B2B A reference, a spec sheet, a demo
Six categories, six different playbooks
- E-commerce
- SaaS & Tech
- Local Business
- Healthcare
- Real Estate
- B2B & Industry
Our approach to industry strategy
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01
Map the buying cycle first
Before we recommend a single channel, we work out how long your buyer actually takes to decide, and who else gets a vote.
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02
Weight the channel mix to match
A search ad, a case study and a review page do different amounts of work depending on whether the decision takes a minute or a quarter.
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03
Write in the category’s own language
The proof a DTC shopper wants, a fast return policy and a real photo, is not the proof a procurement team wants, which is a reference and a spec sheet.
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04
Report on what the category calls success
Return on ad spend, pipeline value, calls and directions, or qualified leads. We track the number your business runs on, not a generic dashboard.
Industry marketing strategy is the work of adapting channel mix, messaging and measurement to how a specific category of buyer actually researches and decides, rather than applying one generic playbook to every client regardless of who they sell to.
The same tactic does not travel
Every business wants more visibility and more qualified demand. What creates that outcome changes hard once you look at who is actually clicking, calling, or filling in the form.
The buying cycle sets the pace
A subscription box gets bought on a scroll. An enterprise software contract gets bought over months, by a committee. The channels that reach a buyer in the first case waste budget in the second.
Proof means something different each time
A star rating sells a product in seconds. A named reference, a certification, or a walk-through demo is what moves a professional buyer, and the wrong kind of proof reads as padding rather than evidence.
Distance and geography still matter
A local trade or clinic competes for the three results in a map pack. A software company or a national distributor competes on a completely different battlefield, one with no map involved at all.
The six industries we build for most often
These are not the only businesses we work with, but they are the categories where the difference in approach is large enough to be worth writing down. Each page below covers its own method, deliverables and pricing logic in full.
E-commerce
DTC brands, marketplace sellers and subscription or replenishment businesses selling directly to consumers online. The plan usually leans on paid and organic search, feed-driven ads, email and retention, with conversion rate and repeat purchase as the numbers that matter.
SaaS & Tech
Software companies selling a subscription, usually with a longer and more technical sales cycle than a consumer purchase. The plan leans on content that answers technical questions, demand generation and nurturing a pipeline rather than a single-visit conversion.
Local Business
Single-location and multi-location businesses that depend on nearby customers: trades, retail, restaurants and service-area businesses. The plan leans on Google Business Profile, map pack visibility, reviews and location pages, because the search itself already carries a place.
Healthcare
Private clinics, dental and aesthetic or wellness practices that need to be found by people searching for a provider nearby. The plan focuses on marketing and visibility, a clear and accurate website, local search and reputation, not on clinical claims or regulatory certification.
Real Estate
Agents and brokers, letting agencies, developers and multi-branch agencies competing for both buyers or tenants and listing instructions. The plan leans on local visibility, listing-driven content and a reputation that a seller can check before choosing who to instruct.
B2B & Industry
Manufacturers, industrial suppliers, professional services firms and distributors selling to other businesses rather than software. The plan leans on being found during supplier research, credible technical content and a website that a buying committee can justify choosing.
What changes, category by category
One question decides most of the plan: how long does this buyer take, and who else weighs in before they say yes. The rest of the strategy follows from the answer.
| Industry | Typical buying cycle | What usually decides the win |
|---|---|---|
| E-commerce | Minutes to days | Price clarity, trust signals on the product page, and how easily the checkout completes |
| SaaS & Tech | Weeks to months | Whether the product credibly solves the buyer’s specific technical problem, evidenced rather than asserted |
| Local Business | Minutes to a few days | Proximity, review volume and whether the business is easy to reach in the moment of deciding |
| Healthcare | Days to weeks | Trust, clarity about who the provider is, and how easy it is to book an appointment |
| Real Estate | Weeks to months | Local reputation, listing quality and how quickly an enquiry gets a genuinely useful reply |
| B2B & Industry | Months, often longer | Credibility with more than one stakeholder, and evidence a buying committee can defend internally |
How we adapt the plan to your industry
The services underneath rarely change. SEO, PPC, content, email and the rest are the same toolkit for every client. What changes is the order, the weighting and the language, and that gets decided here.
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1
Map the actual buying process
Who searches, who else gets consulted, and how long the decision usually takes from first search to signed order or completed purchase. This is a conversation with you before it is anything else.
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2
Audit what already exists
Your site, your listings, your ad accounts and your review profile, checked against what your category’s buyers actually look for rather than against a generic checklist.
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3
Choose and weight the channel mix
Which of our services matter most for this buyer, in what order, and with what share of the budget. A fast consumer decision and a long committee decision rarely need the same mix.
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4
Write in the category’s language
Messaging and content built around the words, questions and proof your specific buyers already use, rather than translated from a template written for someone else’s industry.
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5
Launch and measure what matters
The metric we report on is the one your business actually runs on, return on ad spend, pipeline value, calls, bookings or qualified leads, not a generic dashboard borrowed from another category.
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6
Review and adjust monthly
What worked gets more budget. What did not gets said plainly and stopped. Industries shift too, so the plan gets revisited rather than left to run on autopilot.
“We started with a free strategy that showed us specific gaps in our campaigns. Today, LineUp is our regular partner, delivering a measurable return on every invested zloty.”
What clients say on Google
Unedited screenshots from our Google Business Profile. Swipe, or use the arrows, to read them all.
Read these reviews on Google. Reviews written in Polish or Turkish are shown in Google’s own translation.
Questions we get asked
Does marketing really need to be different by industry?
The channels, the length of the buying cycle and the kind of proof that persuades a buyer all shift from one category to the next. A tactic that wins an impulse purchase for a DTC brand rarely moves a six-month B2B procurement decision, and the reverse is just as true.
We don’t see our industry listed. Can you still help?
Most likely, yes. The six pages below describe how we adapt our method to categories we work in often, but the underlying approach, mapping the buying cycle before picking channels, applies more broadly. Talk to us about where your business actually sits.
Do you only work with one type of client?
No. We are a general digital marketing agency, and the industry pages exist because the same services, SEO, PPC, content, email, get sequenced and weighted differently depending on who is buying. See the full list on our Services page.
What if we sell to more than one of these audiences?
It happens often, a SaaS platform selling into healthcare, or a manufacturer selling to both trade and retail. In that case we treat it as two buyer paths under one brand and build the channel mix and messaging for each path rather than blending them into something vague enough to fit both.
Can you help with a regulated industry like healthcare or finance?
We can help with the marketing and visibility side, website content, local search, advertising and how a practice or firm is found and described online. We are not a compliance or legal advisor, we do not certify against any regulation, and anything specific to your licensing or professional obligations should be checked with a qualified specialist in that field.
Tell us about your business, and we’ll tell you what changes.
We will look at your industry, your current marketing and how your buyers actually decide, then come back with the channel mix and the metric worth tracking first.
Last reviewed 28 July 2026.