# Industry Profiles Reference

> **Purpose:** Machine-readable reference for marketing modules. Each profile provides benchmarks, channel priorities, compliance notes, and strategic context so the agent can tailor recommendations to the client's industry without hallucinating numbers.
>
> **Last updated:** 2026-02-11
>
> **Usage:** When a workflow or module needs industry-specific data, look up the relevant profile below. All KPI ranges represent typical mid-market performance (not top-decile or bottom-decile). Adjust recommendations based on company maturity and budget.

---

## Table of Contents

1. [SaaS / Software](#1-saas--software)
2. [eCommerce / Retail](#2-ecommerce--retail)
3. [Healthcare / Medical](#3-healthcare--medical)
4. [Finance / Banking](#4-finance--banking)
5. [Legal Services](#5-legal-services)
6. [Real Estate](#6-real-estate)
7. [Education / EdTech](#7-education--edtech)
8. [Restaurant / Food Service](#8-restaurant--food-service)
9. [Travel / Hospitality](#9-travel--hospitality)
10. [Automotive](#10-automotive)
11. [Non-Profit](#11-non-profit)
12. [Manufacturing / Industrial B2B](#12-manufacturing--industrial-b2b)
13. [Insurance](#13-insurance)
14. [Home Services](#14-home-services)
15. [Fitness / Wellness](#15-fitness--wellness)
16. [Fashion / Beauty](#16-fashion--beauty)
17. [Telecom](#17-telecom)
18. [Professional Services](#18-professional-services)
19. [Gaming / Entertainment](#19-gaming--entertainment)
20. [Crypto / Web3](#20-crypto--web3)
21. [Construction / Architecture](#21-construction--architecture)
22. [Agriculture / AgTech](#22-agriculture--agtech)

---

## 1. SaaS / Software

**Funnel Model:** Freemium / free-trial pipeline. Typical length 14-90 days from first touch to closed deal (SMB: 14-30 days; Enterprise: 60-180 days).

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | Content Marketing / SEO | Long-form guides, comparison pages, documentation |
| 2 | Paid Search (Google Ads) | High-intent bottom-funnel keywords |
| 3 | LinkedIn Ads | B2B targeting by job title, company size |
| 4 | Email Nurture Sequences | Trial onboarding drips, product-led growth loops |
| 5 | Review Sites (G2, Capterra) | Social proof and category rankings |
| 6 | Webinars / Product Demos | Mid-funnel conversion events |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Search CTR | 2.5% - 5.0% |
| Social CTR (LinkedIn) | 0.4% - 0.8% |
| CPC (Search) | $2.50 - $8.00 |
| CPC (LinkedIn) | $5.00 - $12.00 |
| Free-trial to Paid Conversion | 3% - 8% |
| Landing Page Conversion Rate | 2.5% - 5.0% |
| Email Open Rate | 20% - 28% |
| Email Click Rate | 2.5% - 4.5% |
| Monthly Churn | 3% - 7% |

**Compliance Requirements:**
- GDPR and CCPA for user data collection and email consent
- SOC 2 / ISO 27001 claims must be verifiable if used in marketing copy
- CAN-SPAM for all email outreach
- Avoid unsubstantiated "best" or "#1" claims unless backed by third-party data

**Preferred Content Formats:**
- Long-form comparison articles ("X vs Y")
- Product-led interactive demos
- Case studies with quantified ROI
- Technical documentation and API guides
- Short-form video tutorials (60-120s)

**Seasonal Peaks:**
- Q1 (January-March): Budget allocation season for enterprise buyers
- Q4 (October-November): Year-end deals and contract renewals
- September: Back-to-business after summer slowdown

**AEO/GEO Considerations:**
- Optimize for AI answer engines by structuring FAQs with concise, direct answers
- Target "what is [category]" and "best [category] for [use case]" query patterns
- Schema markup: SoftwareApplication, FAQPage, HowTo
- Ensure product comparison data is structured so LLMs can cite it accurately

**Common Pitfalls:**
- Over-investing in top-of-funnel content without proper lead scoring
- Neglecting in-app onboarding as a marketing channel
- Running paid ads to generic homepages instead of tailored landing pages
- Ignoring G2/Capterra review management — competitors actively solicit reviews
- Treating enterprise and SMB funnels identically

---

## 2. eCommerce / Retail

**Funnel Model:** Short-cycle transactional funnel. Typical length 1-14 days for most products; 30-60 days for high-ticket items. Impulse purchases under 24 hours are common.

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | Paid Social (Meta, TikTok) | Visual product ads, dynamic retargeting |
| 2 | Google Shopping / PMax | Product feed ads with purchase intent |
| 3 | Email / SMS Marketing | Cart abandonment, loyalty programs |
| 4 | SEO | Category pages, product descriptions, buying guides |
| 5 | Influencer Marketing | UGC and creator partnerships |
| 6 | Affiliate Marketing | Performance-based partnerships |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Search CTR | 2.5% - 5.5% |
| Social CTR (Meta) | 0.8% - 1.5% |
| CPC (Google Shopping) | $0.30 - $1.50 |
| CPC (Meta) | $0.50 - $2.00 |
| Conversion Rate (site-wide) | 1.5% - 3.5% |
| Cart Abandonment Rate | 65% - 80% |
| Email Open Rate | 15% - 22% |
| ROAS (Paid Social) | 3x - 6x |

**Compliance Requirements:**
- FTC disclosure rules for influencer and affiliate marketing
- GDPR/CCPA for customer data and tracking pixels
- Accurate pricing and availability in ads (Google Merchant Center policies)
- Accessibility standards (ADA/WCAG) for online stores
- PCI-DSS for payment processing pages

**Preferred Content Formats:**
- Short-form video (TikTok, Reels) with product demos
- High-quality product photography and lifestyle imagery
- User-generated content and reviews
- Buying guides and "best of" roundups
- Shoppable posts and live shopping streams

**Seasonal Peaks:**
- Black Friday / Cyber Monday (November)
- Holiday season (November-December)
- Back-to-school (July-August)
- Valentine's Day, Mother's Day, Father's Day
- Amazon Prime Day (July) — affects broader eCommerce market

**AEO/GEO Considerations:**
- Product schema markup is critical (Product, Offer, AggregateRating)
- Optimize for "best [product] for [use case]" queries
- Maintain accurate, structured product data for AI shopping assistants
- Google Merchant Center feed quality directly impacts AI-generated shopping recommendations

**Common Pitfalls:**
- Scaling ad spend without fixing on-site conversion rate first
- Ignoring post-purchase email flows (repeat customers are 5-7x cheaper to convert)
- Poor mobile experience — 70%+ of traffic is mobile
- Not segmenting audiences for retargeting (showing same ad to everyone)
- Relying solely on paid channels without building owned audience (email list)

---

## 3. Healthcare / Medical

**Funnel Model:** Trust-based consideration funnel. Typical length 7-90 days depending on procedure complexity. Patients research heavily before booking.

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | Local SEO / Google Business Profile | "Near me" searches dominate |
| 2 | Paid Search (Google Ads) | High-intent symptom and procedure queries |
| 3 | Content Marketing | Educational health content builds trust |
| 4 | Email Marketing | Patient newsletters, appointment reminders |
| 5 | Reputation Management | Google reviews, Healthgrades, Zocdoc |
| 6 | Social Media (Facebook, YouTube) | Patient education and community building |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Search CTR | 3.0% - 6.0% |
| Social CTR | 0.5% - 1.0% |
| CPC (Search) | $2.00 - $7.00 |
| CPC (Specialized procedures) | $5.00 - $30.00+ |
| Conversion Rate (appointment booking) | 3% - 8% |
| Email Open Rate | 20% - 28% |
| Patient Acquisition Cost | $150 - $500 |

**Compliance Requirements:**
- **HIPAA** — All marketing that touches patient data must be compliant. No patient testimonials without signed consent. No retargeting based on health conditions.
- FTC rules on health claims — cannot make unsubstantiated medical claims
- FDA regulations for pharmaceutical and medical device marketing
- State-specific telehealth advertising rules
- ADA/WCAG accessibility for patient-facing websites
- Google Ads healthcare and medicines policy (restricted category)

**Preferred Content Formats:**
- Educational blog posts and condition explainers
- Doctor/provider profile videos (builds trust)
- Patient testimonials (with HIPAA-compliant consent)
- Infographics on health topics
- FAQ pages addressing common patient questions

**Seasonal Peaks:**
- January: New Year health resolutions, new insurance plans active
- Spring: Allergy season, elective procedures before summer
- Fall: Flu season, back-to-school physicals
- Open enrollment periods (October-December)

**AEO/GEO Considerations:**
- Health content is YMYL (Your Money Your Life) — Google holds it to the highest E-E-A-T standards
- Author bylines with medical credentials are essential
- Schema markup: MedicalCondition, Physician, MedicalClinic, FAQPage
- AI answer engines heavily weight authoritative medical sources — cite studies and guidelines
- LocalBusiness schema with geo-coordinates for practice locations

**Common Pitfalls:**
- Publishing health content without physician review or author attribution
- HIPAA violations in email marketing (sending PHI in unsecured channels)
- Using stock photography instead of real staff/facility images
- Ignoring online reputation management — one bad review can dominate results
- Running Google Ads for restricted health topics without proper certification

---

## 4. Finance / Banking

**Funnel Model:** High-consideration trust funnel. Typical length 30-180 days for major financial products (loans, investments). Shorter for credit cards (7-30 days).

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | Paid Search (Google Ads) | Extremely competitive, high CPC |
| 2 | SEO / Content Marketing | Financial education, calculators, guides |
| 3 | Email Marketing | Nurture sequences, product cross-sells |
| 4 | Display / Programmatic | Brand awareness and retargeting |
| 5 | LinkedIn | B2B financial products, wealth management |
| 6 | TV / Connected TV | Brand building for major institutions |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Search CTR | 2.5% - 5.0% |
| Social CTR | 0.4% - 0.8% |
| CPC (Search) | $3.00 - $15.00 |
| CPC (Competitive terms like "mortgage") | $10.00 - $50.00+ |
| Conversion Rate (application start) | 2% - 5% |
| Email Open Rate | 22% - 30% |
| Cost Per Acquisition | $200 - $1,000+ |

**Compliance Requirements:**
- **SEC / FINRA** regulations for investment product marketing
- **TILA (Truth in Lending Act)** — APR disclosures required in all loan advertising
- **FDIC / NCUA** membership disclosures
- **UDAAP** — Unfair, Deceptive, or Abusive Acts or Practices
- GDPR/CCPA for customer financial data
- **TCPA** for any SMS or phone outreach
- All claims about returns, rates, or savings must include proper disclaimers
- State-specific licensing disclosures

**Preferred Content Formats:**
- Financial calculators and interactive tools
- Long-form educational guides
- Comparison tables (rates, features, fees)
- Webinars on financial planning topics
- Explainer videos (complex products simplified)
- Whitepapers and market reports

**Seasonal Peaks:**
- Tax season (January-April)
- Year-end financial planning (October-December)
- Mortgage: Spring home-buying season (March-June)
- Back-to-school: Student loans (July-August)
- Open enrollment for benefits (October-December)

**AEO/GEO Considerations:**
- YMYL category — E-E-A-T signals are critical for rankings
- Author credentials (CFA, CFP, CPA) must be visible
- Schema markup: FinancialProduct, BankAccount, LoanOrCredit
- Rate tables and comparison data should be structured for AI extraction
- Ensure disclaimer text is machine-readable, not just image-based

**Common Pitfalls:**
- Missing required legal disclaimers in ad copy
- Using superlatives ("best rates") without substantiation
- Slow landing pages killing conversion on high-CPC traffic
- Not A/B testing application forms — even small friction reduces completions
- Underinvesting in content marketing due to compliance friction

---

## 5. Legal Services

**Funnel Model:** Urgency-driven trust funnel. Length varies: personal injury/criminal (1-7 days, urgent), family law (7-30 days), corporate law (30-90 days, relationship-based).

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | Paid Search (Google Ads) | Highest CPC industry — "lawyer" keywords are premium |
| 2 | Local SEO / Google Business Profile | Critical for practice-area + city searches |
| 3 | SEO / Content Marketing | Practice area pages, legal guides |
| 4 | LSAs (Google Local Service Ads) | Pay-per-lead model, Google Screened badge |
| 5 | Directories (Avvo, FindLaw, Justia) | Referral and backlink value |
| 6 | Referral Programs | Client and professional referrals |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Search CTR | 2.0% - 4.5% |
| Social CTR | 0.3% - 0.6% |
| CPC (Search, general) | $5.00 - $15.00 |
| CPC (High-value: personal injury, mesothelioma) | $50.00 - $200.00+ |
| Conversion Rate (form fill / call) | 3% - 8% |
| Email Open Rate | 18% - 25% |
| Cost Per Lead | $50 - $500+ |
| Cost Per Retained Client | $500 - $5,000+ |

**Compliance Requirements:**
- **State Bar advertising rules** — vary by state, many require disclaimers
- Cannot guarantee outcomes ("We'll win your case")
- Must include "attorney advertising" disclosures where required
- Client testimonials may need disclaimers depending on jurisdiction
- **ABA Model Rules of Professional Conduct** — restrictions on solicitation
- IOLTA and fee-related disclosures

**Preferred Content Formats:**
- Practice area landing pages (one per legal service)
- FAQ-style content addressing common legal questions
- Case result summaries (with appropriate disclaimers)
- Video introductions of attorneys
- Blog posts on legal developments and explainers
- Downloadable checklists and guides

**Seasonal Peaks:**
- January: Divorce filings spike after holidays
- Tax season: Tax law and IRS issues (February-April)
- Summer: DUI/criminal defense (holidays and vacation periods)
- Year-round urgency for personal injury and criminal defense

**AEO/GEO Considerations:**
- YMYL category — Google requires highest trust signals
- Attorney credentials and bar memberships must be structured
- Schema markup: Attorney, LegalService, LocalBusiness, FAQPage
- Optimize for question-based queries ("Do I need a lawyer for...")
- AI answer engines may cite legal explainer content directly — accuracy is critical

**Common Pitfalls:**
- Bidding on broad-match "lawyer" keywords without negative keyword lists
- Neglecting call tracking — most legal leads come by phone
- Practice area pages that are too thin or duplicative across locations
- Not following up on leads fast enough (5-minute response time ideal)
- Violating state bar advertising rules with aggressive claims

---

## 6. Real Estate

**Funnel Model:** Relationship-based long funnel. Typical length 60-180 days for buyers, 30-90 days for sellers. Agents must nurture over months or years.

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | Zillow / Realtor.com / Portals | Where buyers start searching |
| 2 | Local SEO / Google Business Profile | Neighborhood and city-level queries |
| 3 | Paid Social (Meta, Instagram) | Listing promotion, lead generation |
| 4 | Email / CRM Nurture | Long-term drip campaigns for leads |
| 5 | Google Ads (Search) | "Homes for sale in [city]" queries |
| 6 | Video (YouTube, Social) | Virtual tours, neighborhood guides |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Search CTR | 3.0% - 6.5% |
| Social CTR (Meta) | 0.8% - 1.5% |
| CPC (Search) | $1.00 - $5.00 |
| CPC (Meta) | $1.00 - $4.00 |
| Lead-to-Client Conversion | 1% - 3% |
| Landing Page Conversion Rate | 2% - 5% |
| Email Open Rate | 18% - 26% |
| Cost Per Lead | $15 - $80 |

**Compliance Requirements:**
- **Fair Housing Act** — cannot discriminate or target by protected classes in advertising
- **RESPA** — restrictions on referral fees and kickbacks
- State-specific real estate advertising rules and license disclosures
- MLS rules on listing data usage and attribution
- **TCPA** for cold calling and text messaging
- NAR Clear Cooperation policy requirements

**Preferred Content Formats:**
- Property listing pages with virtual tours
- Neighborhood and market report content
- Video walkthroughs (90-180s)
- Home buyer/seller guides
- Market data visualizations and infographics
- Agent bio and testimonial pages

**Seasonal Peaks:**
- Spring (March-June): Peak buying and selling season
- Late summer (August-September): Second wave before school year
- Winter (December-January): Lowest activity, but motivated buyers
- Seasonal variation is less pronounced in warm-weather markets

**AEO/GEO Considerations:**
- Hyperlocal optimization is essential — neighborhood-level content
- Schema markup: RealEstateAgent, Place, Offer, FAQPage
- IDX integration for property data structured markup
- AI answer engines favor market data and statistics — publish regular reports
- Optimize for "homes for sale in [neighborhood]" and "best neighborhoods in [city]" patterns

**Common Pitfalls:**
- Over-relying on portal leads without building a personal brand
- Not nurturing leads long enough — many convert 6-12 months later
- Fair Housing violations in ad targeting (Meta audience selection)
- Generic content that doesn't differentiate from competitors
- Neglecting video — buyers expect virtual tours post-pandemic

---

## 7. Education / EdTech

**Funnel Model:** Research-heavy consideration funnel. Traditional education: 60-180 days. EdTech products: 7-30 days for individual users, 60-180 days for institutional sales.

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | SEO / Content Marketing | Course-related, career-outcome content |
| 2 | Paid Search (Google Ads) | Program and degree queries |
| 3 | Paid Social (Meta, Instagram, TikTok) | Awareness and lead gen for younger demographics |
| 4 | Email Marketing | Application nurture, student lifecycle |
| 5 | YouTube | Course previews, educational content |
| 6 | Webinars / Virtual Open Houses | Enrollment conversion events |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Search CTR | 3.0% - 6.0% |
| Social CTR | 0.5% - 1.2% |
| CPC (Search) | $2.00 - $12.00 |
| CPC (Competitive programs: MBA, law) | $10.00 - $50.00+ |
| Conversion Rate (inquiry/application) | 3% - 8% |
| Email Open Rate | 22% - 32% |
| Inquiry-to-Enrollment Rate | 5% - 15% |

**Compliance Requirements:**
- **FERPA** — student data privacy
- **Title IV** compliance for financial aid advertising
- FTC Endorsement Guidelines for outcome claims
- State authorization requirements for online programs
- **COPPA** for K-12 products targeting children under 13
- Accessibility requirements (Section 508, WCAG)
- Gainful employment disclosures for career-oriented programs

**Preferred Content Formats:**
- Program landing pages with outcomes data
- Student success stories and alumni testimonials
- Free educational content (blog posts, mini-courses)
- Virtual campus tours and event recordings
- ROI calculators and salary outcome data
- Interactive course catalogs

**Seasonal Peaks:**
- Application deadlines (varies by institution, typically November-March)
- Back-to-school (July-September)
- January: New Year resolution learners (EdTech)
- Summer programs marketing (March-May)

**AEO/GEO Considerations:**
- Optimize for "best [program] for [career goal]" queries
- Schema markup: Course, EducationalOrganization, FAQPage
- Structured program data (duration, cost, outcomes) for AI extraction
- Career outcome statistics should be prominently structured
- AI tutoring integrations are reshaping EdTech — position content accordingly

**Common Pitfalls:**
- Making unsubstantiated job placement or salary claims
- Ignoring mobile experience for younger demographics
- Not personalizing email nurture by program interest
- Treating all prospective students the same regardless of funnel stage
- Underinvesting in remarketing to application abandoners

---

## 8. Restaurant / Food Service

**Funnel Model:** Impulse/habit-driven micro-funnel. Decision cycle: minutes to hours. Repeat patronage is the primary revenue driver.

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | Google Business Profile / Local SEO | "Restaurants near me" is the top query |
| 2 | Social Media (Instagram, TikTok, Facebook) | Food photography and video content |
| 3 | Delivery Platforms (DoorDash, Uber Eats) | Both channel and marketing platform |
| 4 | Reputation Management (Yelp, Google Reviews) | Reviews drive decisions directly |
| 5 | Email / SMS Marketing | Loyalty programs and promotions |
| 6 | Local Paid Ads (Google, Meta) | Geotargeted within delivery radius |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Search CTR | 4.0% - 8.0% |
| Social CTR | 0.8% - 2.0% |
| CPC (Local search) | $0.50 - $2.50 |
| CPC (Meta, local) | $0.40 - $1.50 |
| Conversion Rate (online orders) | 3% - 8% |
| Email Open Rate | 18% - 25% |
| SMS Open Rate | 90%+ |
| Customer Retention Rate (monthly) | 20% - 40% |

**Compliance Requirements:**
- Local health department regulations on promotional claims
- Allergen and nutritional disclosure requirements (varies by jurisdiction)
- Alcohol advertising regulations (state and local)
- ADA compliance for websites and online ordering
- FTC rules on pricing and promotional offers

**Preferred Content Formats:**
- High-quality food photography (the single most important asset)
- Short-form video (behind the scenes, plating, chef stories)
- User-generated content and customer photos
- Menu pages with structured data
- Local event and seasonal promotion posts

**Seasonal Peaks:**
- Valentine's Day, Mother's Day, Father's Day (major dining occasions)
- Holiday season (November-December: catering and events)
- Summer (outdoor dining, tourism areas)
- Super Bowl, major sports events (delivery spikes)
- Varies heavily by concept and location

**AEO/GEO Considerations:**
- LocalBusiness and Restaurant schema markup is essential
- Menu schema with structured pricing for AI assistants
- Optimize for "best [cuisine] in [city/neighborhood]" queries
- Google Business Profile completeness directly impacts local pack rankings
- AI assistants increasingly make restaurant recommendations — ensure data accuracy across platforms

**Common Pitfalls:**
- Neglecting Google Business Profile optimization and posting
- Poor food photography (dim, low-quality phone photos)
- Not responding to negative reviews (or responding aggressively)
- Ignoring delivery platform optimization and rankings
- No system for capturing customer data (email/SMS) for retention

---

## 9. Travel / Hospitality

**Funnel Model:** Inspiration-to-booking funnel. Typical length 30-90 days for planned trips, 1-7 days for spontaneous bookings. Multiple touchpoints across research phase.

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | SEO / Content Marketing | Destination and experience content |
| 2 | Paid Search (Google Ads) | High-intent booking queries |
| 3 | OTAs (Booking.com, Expedia, Airbnb) | Distribution and visibility |
| 4 | Social Media (Instagram, TikTok, Pinterest) | Inspiration-phase marketing |
| 5 | Email Marketing | Loyalty programs, abandoned booking recovery |
| 6 | Display / Programmatic | Retargeting and dream-phase branding |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Search CTR | 3.0% - 6.0% |
| Social CTR | 0.5% - 1.2% |
| CPC (Search) | $0.80 - $4.00 |
| CPC (Competitive destinations) | $3.00 - $12.00 |
| Booking Conversion Rate | 1% - 4% |
| Email Open Rate | 18% - 25% |
| Abandonment Rate (booking) | 75% - 85% |
| Revenue Per Available Room (RevPAR) | Varies by market |

**Compliance Requirements:**
- Truth in advertising for pricing (must include all mandatory fees)
- DOT regulations for airfare advertising (full fare disclosure)
- GDPR (international travelers' data)
- ADA compliance for booking platforms
- Local tourism tax and licensing disclosures
- COVID/health-related travel policy accuracy

**Preferred Content Formats:**
- Destination guides and itineraries
- High-quality photography and video (drone footage, 360 tours)
- User-generated content from travelers
- Influencer partnership content
- Interactive maps and planning tools
- Email newsletters with deals and inspiration

**Seasonal Peaks:**
- January-February: "New Year, new trips" — major booking window
- Spring break (March-April)
- Summer vacation (June-August)
- Holiday travel (November-December)
- Shoulder seasons offer value positioning opportunities

**AEO/GEO Considerations:**
- Schema markup: Hotel, TouristAttraction, Event, LodgingBusiness
- Optimize for "best time to visit [destination]" and "things to do in [location]"
- AI travel planners are emerging — structured itinerary data is valuable
- Multilingual content for international audiences
- Google Travel integration and structured pricing data

**Common Pitfalls:**
- Over-dependence on OTAs without building direct booking channels
- Ignoring mobile booking experience (majority of travel research is mobile)
- Not leveraging user-generated content from past guests
- Generic destination content that doesn't differentiate from competitors
- Failing to implement abandoned booking recovery sequences

---

## 10. Automotive

**Funnel Model:** High-consideration research funnel. Typical length 30-90 days for new vehicles, 14-30 days for used. Buyers visit 2-3 dealerships after extensive online research.

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | Paid Search (Google Ads) | Model-specific and "near me" queries |
| 2 | SEO / Content Marketing | Vehicle comparisons, buying guides |
| 3 | Social Media (Facebook, YouTube, Instagram) | Inventory ads, video content |
| 4 | Third-Party Listings (AutoTrader, Cars.com) | Inventory distribution |
| 5 | Display / Video (YouTube Pre-roll) | Brand and model awareness |
| 6 | Email / CRM | Service reminders, trade-in offers |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Search CTR | 3.0% - 6.0% |
| Social CTR | 0.5% - 1.0% |
| CPC (Search) | $1.50 - $6.00 |
| CPC (Brand terms) | $0.50 - $3.00 |
| Lead Conversion Rate | 2% - 5% |
| Email Open Rate | 18% - 24% |
| Lead-to-Sale Rate | 5% - 12% |
| Cost Per Lead | $20 - $80 |

**Compliance Requirements:**
- **FTC Used Car Rule** — Buyers Guide disclosure requirements
- State dealer advertising regulations (pricing, availability claims)
- EPA fuel economy claims must be accurate
- Lemon law disclosures (varies by state)
- **TCPA** for phone and text follow-up
- OEM co-op advertising guidelines and compliance

**Preferred Content Formats:**
- Vehicle inventory pages with detailed specs and photos
- Video walkarounds and test drive content
- Comparison articles (make vs. make, model vs. model)
- Financing calculators and payment estimators
- Customer testimonial videos
- Service and maintenance content

**Seasonal Peaks:**
- Year-end clearance (November-December)
- New model year launches (August-October)
- Tax refund season (February-April)
- Memorial Day, Labor Day, Fourth of July sales events
- Three-day holiday weekends generally

**AEO/GEO Considerations:**
- Schema markup: Vehicle, AutoDealer, Offer, Product
- Optimize for "[make model] vs [make model]" comparison queries
- Structured vehicle data (price, mileage, features) for AI extraction
- Local inventory schema helps AI assistants recommend nearby options
- Reviews and ratings structured data for dealer trust signals

**Common Pitfalls:**
- Not updating inventory feeds in real-time (advertising sold vehicles)
- Poor lead response time — first dealer to call often wins
- Ignoring service department marketing (higher margin, retention driver)
- Generic ad copy that doesn't highlight specific inventory or offers
- Underinvesting in reputation management

---

## 11. Non-Profit

**Funnel Model:** Engagement-to-donation funnel. Initial engagement can convert in minutes (disaster relief) or months (planned giving). Recurring donor development is the primary growth strategy.

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | Email Marketing | Primary fundraising and engagement channel |
| 2 | Organic Social Media | Community building, storytelling |
| 3 | Google Ad Grants ($10K/mo free) | Must-use channel for eligible orgs |
| 4 | SEO / Content Marketing | Cause-related content, impact stories |
| 5 | Direct Mail | Still effective for older donor demographics |
| 6 | Paid Social (Meta) | Donor acquisition and event promotion |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Search CTR (Ad Grants) | 3.0% - 8.0% |
| Social CTR | 0.5% - 1.5% |
| CPC (Ad Grants) | $0.00 (free, $2.00 max bid cap) |
| CPC (Paid social) | $0.50 - $3.00 |
| Donation Page Conversion Rate | 8% - 20% |
| Email Open Rate | 25% - 35% |
| Donor Retention Rate (annual) | 40% - 50% |
| Online Fundraising Growth YoY | 5% - 15% |

**Compliance Requirements:**
- **IRS 501(c)(3)** rules on political activity and lobbying limits
- State charitable solicitation registration (most states require it)
- **CAN-SPAM** and donor communication consent
- Accurate use of funds disclosure
- Donor privacy and data protection
- Gift acknowledgment and tax receipt requirements
- Google Ad Grants compliance rules (CTR minimums, keyword restrictions)

**Preferred Content Formats:**
- Impact stories with real beneficiaries (with consent)
- Annual reports and transparency documents
- Video storytelling (emotional narratives)
- Infographics with impact data
- Donor spotlight and gratitude content
- Event promotion and live-stream fundraising

**Seasonal Peaks:**
- Year-end giving (November-December, especially Giving Tuesday)
- Tax season (reminding donors of deductions, January-March)
- Disaster response (unpredictable but massive spikes)
- Spring galas and fundraising events
- Back-to-school (education-focused non-profits)

**AEO/GEO Considerations:**
- Schema markup: NGO, Organization, Event, DonateAction
- Optimize for "how to help [cause]" and "donate to [cause]" queries
- Impact data should be structured for AI answer citations
- Google Ad Grants has specific compliance requirements for AI-era search
- Ensure mission statement and impact metrics are machine-readable

**Common Pitfalls:**
- Not utilizing the full Google Ad Grants budget ($10K/month)
- Treating all donors identically instead of segmenting by giving level
- Focusing too much on acquisition over donor retention
- Weak donation page UX (too many steps, slow load times)
- Not telling impact stories — donors give to outcomes, not organizations

---

## 12. Manufacturing / Industrial B2B

**Funnel Model:** Long-cycle relationship funnel. Typical length 90-365 days. Multiple stakeholders involved. RFQ/RFP processes are common.

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | Trade Shows / Industry Events | Still dominant for relationship building |
| 2 | SEO / Content Marketing | Technical content, specifications, use cases |
| 3 | LinkedIn (organic + paid) | B2B decision-maker targeting |
| 4 | Email Marketing | Nurture sequences, product updates |
| 5 | Google Ads (Search) | Technical and product-specific queries |
| 6 | Industry Publications / Thomas Net | Niche directories and publications |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Search CTR | 2.0% - 4.0% |
| Social CTR (LinkedIn) | 0.3% - 0.6% |
| CPC (Search) | $2.00 - $8.00 |
| CPC (LinkedIn) | $5.00 - $12.00 |
| Conversion Rate (RFQ/contact form) | 1% - 3% |
| Email Open Rate | 20% - 28% |
| Lead-to-Opportunity Rate | 5% - 15% |
| Sales Cycle Length | 3 - 12 months |

**Compliance Requirements:**
- Industry-specific certifications (ISO 9001, AS9100, etc.) — claims must be current
- ITAR/EAR export control regulations for defense-related products
- Environmental and safety compliance claims (EPA, OSHA)
- UL/CE marking requirements in marketing materials
- Material safety data sheets (MSDS) accessibility
- Country-of-origin labeling and claims

**Preferred Content Formats:**
- Technical whitepapers and specification sheets
- Case studies with engineering detail
- Product catalogs (digital and PDF)
- CAD files and 3D model downloads
- Application notes and engineering guides
- Webinars with technical demonstrations
- Trade show booth content and presentations

**Seasonal Peaks:**
- Trade show calendar drives activity (varies by industry)
- Q1 and Q4: Budget planning and allocation cycles
- Project bidding seasons (construction-adjacent: spring)
- Year-end capital equipment purchases

**AEO/GEO Considerations:**
- Schema markup: Product, Manufacturer, TechArticle
- Optimize for highly specific technical queries
- Structured product specification data for AI procurement tools
- B2B buying is shifting to digital research — AI tools will recommend vendors
- Ensure certifications and capabilities are structured and current

**Common Pitfalls:**
- Website looks like it was built in 2005 — industrial buyers now expect modern UX
- Not having technical content accessible without gating everything
- Ignoring digital channels because "our buyers don't search online" (they do)
- No CRM integration between marketing and sales
- Failing to update certifications and capabilities on the website

---

## 13. Insurance

**Funnel Model:** Quote-driven comparison funnel. Typical length 7-30 days for personal lines, 30-90 days for commercial. Heavy comparison shopping behavior.

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | Paid Search (Google Ads) | Extremely competitive, high CPC |
| 2 | SEO / Content Marketing | Explainer content, comparison articles |
| 3 | Comparison/Aggregator Sites | Policygenius, The Zebra, etc. |
| 4 | Email Marketing | Renewal reminders, cross-sell |
| 5 | Local SEO (independent agents) | "Insurance agent near me" |
| 6 | Social Media (Facebook, LinkedIn) | Brand awareness, agent promotion |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Search CTR | 2.5% - 5.0% |
| Social CTR | 0.3% - 0.7% |
| CPC (Search) | $5.00 - $20.00 |
| CPC (Auto/home insurance terms) | $15.00 - $60.00+ |
| Quote-Start Conversion Rate | 10% - 20% |
| Quote-to-Bind Rate | 15% - 30% |
| Email Open Rate | 20% - 28% |
| Customer Retention Rate (annual) | 80% - 90% |

**Compliance Requirements:**
- **State Department of Insurance** regulations (vary significantly by state)
- Licensed agent requirements for solicitation
- Required disclosures on policy limitations and exclusions
- **NAIC** model regulations on advertising
- Cannot misrepresent coverage, benefits, or pricing
- TCPA for telemarketing and text outreach
- Privacy regulations for sensitive personal and health data

**Preferred Content Formats:**
- Quote calculators and instant-quote tools
- Coverage explainer articles
- Comparison guides (coverage types, carriers)
- Video explainers for complex products
- FAQ pages addressing common questions
- Customer testimonial and claims-experience stories

**Seasonal Peaks:**
- Auto insurance: Year-round but spikes around policy renewals
- Home insurance: Spring (home-buying season)
- Health insurance: Open enrollment (October-December)
- Life insurance: January (New Year planning), after major life events
- Commercial: Annual renewal cycles

**AEO/GEO Considerations:**
- YMYL content — high E-E-A-T requirements
- Schema markup: InsuranceAgency, Product, FAQPage, LocalBusiness
- Structured comparison data for AI extraction
- Optimize for "how much does [insurance type] cost" queries
- AI assistants are beginning to recommend insurance — structured data matters

**Common Pitfalls:**
- Competing on CPC alone against carriers with massive budgets
- Not optimizing quote forms for mobile completion
- Generic content that doesn't address specific coverage scenarios
- Ignoring retention marketing — acquiring a new customer costs 5-7x more
- Not leveraging client reviews and referral programs

---

## 14. Home Services

**Funnel Model:** Urgency-driven local funnel. Emergency services (plumbing leak, HVAC failure): minutes to hours. Planned projects (renovation, installation): 7-30 days.

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | Google Local Service Ads (LSAs) | Pay-per-lead, Google Guaranteed badge |
| 2 | Google Business Profile / Local SEO | "Plumber near me" type queries |
| 3 | Paid Search (Google Ads) | Service + location keywords |
| 4 | NextDoor / Neighborhood Apps | Hyper-local recommendations |
| 5 | Reputation Management | Reviews are the #1 decision factor |
| 6 | Direct Mail / Door Hangers | Still effective for local awareness |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Search CTR | 3.0% - 7.0% |
| Social CTR | 0.4% - 1.0% |
| CPC (Search) | $5.00 - $30.00 |
| Cost Per Lead (LSA) | $20 - $80 |
| Phone Call Conversion Rate | 30% - 50% |
| Booking Rate (from lead) | 20% - 40% |
| Email Open Rate | 18% - 24% |
| Average Job Value | $200 - $5,000+ (varies by trade) |

**Compliance Requirements:**
- State and local contractor licensing (must be displayed)
- Home improvement contractor registration (varies by state)
- EPA Lead-Safe certification for pre-1978 homes
- Bonding and insurance requirements
- **TCPA** for any phone or text marketing
- BBB and state attorney general complaint compliance
- Written estimate requirements (many states require them)

**Preferred Content Formats:**
- Service area pages (one per city/neighborhood served)
- Before/after project galleries
- Customer review showcases
- Emergency tips and how-to content
- Video testimonials and project walkthroughs
- Seasonal maintenance checklists

**Seasonal Peaks:**
- HVAC: Summer (AC) and Winter (heating) — highest demand
- Plumbing: Winter (frozen pipes), Spring (outdoor plumbing)
- Roofing: Spring and Fall
- Landscaping: Spring through Fall
- General home improvement: Spring and Fall

**AEO/GEO Considerations:**
- LocalBusiness, HomeAndConstructionBusiness schema markup
- Service area pages must be geographically specific
- AI assistants increasingly handle "find a plumber" type queries — structured business data is critical
- Google Business Profile attributes (service areas, hours, services) feed AI results
- Optimize for "[service] in [city]" and "emergency [service] near me"

**Common Pitfalls:**
- Not answering the phone — missed calls are lost revenue
- Ignoring Google Business Profile optimization and regular posting
- No system for requesting reviews after completed jobs
- Service area pages that are duplicative with only city names swapped
- Not tracking which marketing channels generate actual booked jobs (not just leads)

---

## 15. Fitness / Wellness

**Funnel Model:** Aspiration-to-commitment funnel. Gym memberships: 7-30 days. Online fitness programs: 1-14 days. Personal training: 7-30 days. High churn requires constant reactivation.

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | Social Media (Instagram, TikTok, YouTube) | Transformation content, workout demos |
| 2 | Local SEO / Google Business Profile | "Gym near me," "yoga studio near me" |
| 3 | Paid Social (Meta, TikTok) | Lead gen for trials and memberships |
| 4 | Influencer / Creator Partnerships | Fitness influencer collaborations |
| 5 | Email / SMS Marketing | Member engagement, class reminders, reactivation |
| 6 | Referral Programs | Member-get-member incentives |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Search CTR | 3.0% - 6.0% |
| Social CTR | 0.8% - 2.0% |
| CPC (Search) | $1.50 - $5.00 |
| CPC (Meta) | $0.80 - $3.00 |
| Trial-to-Member Conversion | 20% - 40% |
| Monthly Member Churn | 4% - 8% |
| Email Open Rate | 20% - 30% |
| Referral Rate | 10% - 25% of new members |

**Compliance Requirements:**
- **FTC** rules on health and fitness claims — no guaranteed results
- Before/after photo guidelines (must be real, not misleading)
- Supplement claims must comply with FDA regulations
- Membership contract regulations (vary by state — auto-renewal rules)
- HIPAA (if integrating with health data or medical professionals)
- Liability waivers and disclosure requirements

**Preferred Content Formats:**
- Workout demonstration videos (short-form dominant)
- Transformation stories (with appropriate disclaimers)
- Nutrition tips and meal plans
- Trainer/instructor spotlight content
- Live-stream classes and recorded sessions
- Challenge and program launch campaigns

**Seasonal Peaks:**
- January: New Year resolution rush (biggest month)
- Spring: Pre-summer body motivation (March-May)
- September: Back-to-routine after summer
- Dips: June-August (summer) and November-December (holidays)

**AEO/GEO Considerations:**
- Schema markup: SportsActivityLocation, ExerciseAction, LocalBusiness
- Optimize for "best gym in [area]" and "[fitness type] classes near me"
- AI fitness assistants are growing — structured class and program data helps
- YouTube content optimized for exercise tutorials gets AI search visibility
- Google Business Profile: class schedules, amenities, photos

**Common Pitfalls:**
- Focusing only on new member acquisition, neglecting retention
- Making unrealistic body transformation promises
- Not leveraging social proof (member testimonials, community)
- Generic "join now" messaging without addressing specific pain points
- Ignoring the reactivation opportunity with lapsed members

---

## 16. Fashion / Beauty

**Funnel Model:** Inspiration-to-purchase funnel. Typical length 1-14 days for affordable fashion, 14-30 days for luxury. Strong impulse purchase behavior driven by social content.

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | Social Media (Instagram, TikTok, Pinterest) | Visual discovery and shoppable content |
| 2 | Influencer / Creator Marketing | Dominant acquisition channel |
| 3 | Paid Social (Meta, TikTok) | Dynamic product ads, lookalike audiences |
| 4 | Email / SMS Marketing | Product launches, flash sales, loyalty |
| 5 | SEO / Content Marketing | Trend content, styling guides |
| 6 | Google Shopping / PMax | Product-level search visibility |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Search CTR | 2.5% - 5.0% |
| Social CTR (Meta) | 0.8% - 1.8% |
| CPC (Search) | $0.50 - $3.00 |
| CPC (Meta) | $0.40 - $2.00 |
| Conversion Rate (site-wide) | 1.5% - 3.5% |
| Email Open Rate | 15% - 22% |
| Average Order Value | $50 - $200 (mass); $200+ (luxury) |
| Return Rate | 20% - 40% |

**Compliance Requirements:**
- FTC influencer disclosure requirements (#ad, #sponsored)
- Accurate product representation (photos, sizing, materials)
- EU Textile Regulation (fiber composition labeling)
- Sustainability claims must be substantiated (no greenwashing)
- GDPR/CCPA for customer data and personalization
- Cosmetics: FDA labeling requirements, ingredient disclosures

**Preferred Content Formats:**
- Short-form video (try-on hauls, tutorials, GRWM)
- High-quality lifestyle and editorial photography
- User-generated content and customer reviews with photos
- Styling guides and trend reports
- Behind-the-scenes brand storytelling
- Live shopping events

**Seasonal Peaks:**
- Fashion Weeks (February, September)
- Holiday gifting season (November-December)
- Spring/Summer and Fall/Winter collection launches
- Back-to-school (July-August)
- Valentine's Day (beauty gifting)

**AEO/GEO Considerations:**
- Product schema with detailed attributes (size, color, material, price)
- Optimize for "[product type] for [body type/occasion]" queries
- Visual search optimization (Google Lens, Pinterest Lens)
- AI styling assistants are emerging — structured product attribute data is essential
- Trend content that AI can cite for "what's trending in [season]" queries

**Common Pitfalls:**
- Relying solely on influencers without building brand-owned channels
- Poor size guides leading to high return rates
- Not leveraging user-generated content for social proof
- Ignoring email list building in favor of social followers (algorithm dependency)
- Sustainability claims without evidence (consumers and regulators are scrutinizing)

---

## 17. Telecom

**Funnel Model:** Comparison-driven switching funnel. Typical length 7-30 days for consumer, 30-90 days for enterprise. Driven by contract expirations and competitive offers.

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | Paid Search (Google Ads) | Plan comparison and switching queries |
| 2 | TV / Connected TV | Mass-market brand awareness |
| 3 | Retail / In-Store | Physical stores and kiosks |
| 4 | SEO / Content Marketing | Coverage maps, plan comparisons |
| 5 | Social Media (Facebook, YouTube, TikTok) | Promotional campaigns |
| 6 | Direct Mail / Door-to-Door | Local market penetration |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Search CTR | 3.0% - 6.0% |
| Social CTR | 0.4% - 0.9% |
| CPC (Search) | $2.00 - $10.00 |
| CPC (Branded terms) | $0.50 - $3.00 |
| Online Sign-Up Conversion Rate | 2% - 5% |
| Email Open Rate | 18% - 24% |
| Customer Churn Rate (monthly) | 1.5% - 3.0% |
| Customer Lifetime Value | $2,000 - $8,000 |

**Compliance Requirements:**
- **FCC** regulations on advertising claims
- Truth-in-advertising for speed, coverage, and pricing claims
- Contract terms and early termination fee disclosures
- **TCPA** for all outbound marketing communications
- Accessibility requirements (FCC Section 255)
- State PUC/PSC regulations
- Net neutrality considerations in messaging

**Preferred Content Formats:**
- Plan comparison tools and calculators
- Coverage map visualizations
- Customer testimonial videos
- Speed test and performance data
- Explainer content for technology (5G, fiber, etc.)
- Promotional landing pages with clear CTAs

**Seasonal Peaks:**
- Back-to-school (July-September): Family plans, student deals
- Holiday season (November-December): Device bundles and gifts
- New device launches (aligned with Apple, Samsung cycles)
- Super Bowl and major events (advertising moments)
- Contract renewal cycles (ongoing)

**AEO/GEO Considerations:**
- Schema markup: Product, Offer, Service
- Coverage data must be accurate and structured
- Optimize for "[carrier] vs [carrier]" and "best cell phone plan for [need]"
- AI assistants will increasingly recommend plans — structured plan data matters
- Local coverage claims must be verifiable

**Common Pitfalls:**
- Overpromising on speed or coverage in marketing materials
- Hiding fees and surcharges that frustrate customers post-purchase
- Not differentiating beyond price (network quality, service, perks)
- Ignoring existing customer marketing (retention is cheaper than acquisition)
- Poor online/offline experience consistency

---

## 18. Professional Services (Consulting, Accounting, Advisory)

**Funnel Model:** Relationship and expertise-driven funnel. Typical length 30-180 days. Trust is built through demonstrated expertise. Referrals are the dominant source.

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | Referral / Word-of-Mouth | Still #1 source of new business |
| 2 | LinkedIn (organic + paid) | Thought leadership and networking |
| 3 | SEO / Content Marketing | Expertise-demonstrating content |
| 4 | Email Marketing | Newsletter, client updates, nurture |
| 5 | Speaking / Events / Webinars | Authority building |
| 6 | Google Ads (Search) | Service-specific queries |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Search CTR | 2.5% - 5.0% |
| Social CTR (LinkedIn) | 0.3% - 0.7% |
| CPC (Search) | $3.00 - $12.00 |
| CPC (LinkedIn) | $5.00 - $15.00 |
| Website Conversion Rate | 1% - 3% |
| Email Open Rate | 22% - 32% |
| Proposal Win Rate | 20% - 40% |
| Client Retention Rate (annual) | 80% - 95% |

**Compliance Requirements:**
- Professional licensing and certification display requirements
- **AICPA** / state board rules for CPA advertising
- Confidentiality obligations (cannot reveal client work without permission)
- SOX compliance considerations for financial advisory marketing
- Industry-specific regulations (SEC for investment advisory, etc.)
- Professional liability disclaimers

**Preferred Content Formats:**
- Thought leadership articles and LinkedIn posts
- Industry insight reports and whitepapers
- Case studies (anonymized where required)
- Webinars and speaking engagement recordings
- Podcast appearances and interviews
- Email newsletters with actionable insights
- Team credential and experience profiles

**Seasonal Peaks:**
- Q1: Annual planning and tax season (accounting)
- Q4: Year-end advisory and compliance
- Budget seasons (varies by client industry)
- Regulatory change events (drive advisory demand)
- Generally more stable than consumer industries

**AEO/GEO Considerations:**
- Schema markup: ProfessionalService, LocalBusiness, Person (for individual practitioners)
- E-E-A-T is paramount — credentials, publications, speaking engagements
- Optimize for "[service] for [industry/company size]" queries
- AI assistants recommending service providers will weight reviews and credentials
- LinkedIn profile optimization feeds into AI search results

**Common Pitfalls:**
- "We serve everyone" positioning — lack of specialization or niche focus
- Not systematizing the referral process (waiting for referrals passively)
- Content that is too generic and doesn't demonstrate real expertise
- Underinvesting in digital presence because "we get all our business from referrals"
- Team bios that focus on credentials but not client outcomes

---

## 19. Gaming / Entertainment

**Funnel Model:** Awareness-to-engagement funnel. Mobile/casual games: 1-3 days. Console/PC titles: 7-30 days (pre-launch hype cycle). Subscription services: 7-14 days.

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | Social Media (YouTube, TikTok, Twitter/X, Discord) | Community and hype building |
| 2 | Influencer / Streamer Partnerships | Twitch, YouTube Gaming collaborations |
| 3 | App Store Optimization (ASO) | Critical for mobile games |
| 4 | Paid Social (Meta, TikTok) | User acquisition for mobile games |
| 5 | Community Building (Discord, Reddit) | Retention and advocacy |
| 6 | PR / Media (IGN, Polygon, Kotaku) | Review coverage and previews |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Social CTR | 0.5% - 1.5% |
| CPI (Cost Per Install, mobile) | $1.00 - $5.00 |
| CPA (Paying user acquisition) | $10.00 - $50.00 |
| Day 1 Retention | 25% - 40% |
| Day 7 Retention | 10% - 20% |
| Day 30 Retention | 3% - 8% |
| ARPDAU (Avg Revenue Per Daily Active User) | $0.05 - $0.50 |
| LTV (Lifetime Value per user) | $2.00 - $20.00 (mobile) |

**Compliance Requirements:**
- **ESRB / PEGI** rating requirements in advertising
- **COPPA** for games targeting or attracting children under 13
- Loot box and in-app purchase disclosure regulations (varies by country)
- FTC guidelines on paid influencer promotions
- Apple App Store and Google Play advertising policies
- Gambling-adjacent feature regulations (varies by jurisdiction)
- Data privacy (GDPR, CCPA) for player data

**Preferred Content Formats:**
- Gameplay trailers and cinematics
- Streamer and influencer gameplay content
- Behind-the-scenes development updates
- Community events and tournaments
- Short-form social clips (TikTok, Reels)
- Dev diaries and update announcements

**Seasonal Peaks:**
- Holiday season (November-December): Major title releases and gifting
- Summer: E3 / Summer Game Fest announcements
- Back-to-school (August-September)
- Spring break
- Aligned with major release calendars and platform sale events

**AEO/GEO Considerations:**
- Schema markup: VideoGame, SoftwareApplication, Review
- App Store Optimization is the equivalent of SEO for mobile
- Optimize for "[game name] review" and "best [genre] games [year]"
- AI recommendation engines are emerging for game discovery
- Structured metadata (genre, platform, rating, price) aids AI cataloging

**Common Pitfalls:**
- Launching without building pre-release community and wishlists
- Over-spending on user acquisition without fixing retention first
- Ignoring community feedback and sentiment
- Misleading trailers that don't represent actual gameplay
- Not planning for post-launch content and live ops marketing

---

## 20. Crypto / Web3

**Funnel Model:** Education-to-participation funnel. Varies widely: exchange sign-ups 1-7 days, DeFi/NFT projects 1-30 days, enterprise blockchain 60-180 days. Community-driven growth is essential.

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | Twitter/X (Crypto Twitter) | Primary discovery and discourse platform |
| 2 | Community (Discord, Telegram) | Core community building and engagement |
| 3 | Content Marketing / SEO | Educational content, guides |
| 4 | Influencer / KOL Partnerships | Crypto-native thought leaders |
| 5 | YouTube | Educational and analysis content |
| 6 | Podcast Sponsorships | Crypto-focused shows |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Social CTR (Twitter/X) | 0.5% - 1.5% |
| CPC (Search, where available) | $1.00 - $8.00 |
| Exchange Sign-Up Conversion | 5% - 15% |
| Community Growth Rate (monthly) | 10% - 50%+ |
| Email Open Rate | 20% - 30% |
| Active Community Members (% of total) | 5% - 15% |
| Token Holder Retention (30-day) | Highly variable |

**Compliance Requirements:**
- **SEC** regulations — tokens may be classified as securities (Howey Test)
- **FinCEN** / AML / KYC requirements for exchanges
- **FTC** disclosure rules for paid promotions
- Advertising restrictions on major platforms (Google, Meta, Twitter have crypto ad policies)
- State money transmitter laws
- GDPR/CCPA for user data
- MiCA regulation (EU markets)
- No guaranteed return claims — "not financial advice" disclaimers

**Preferred Content Formats:**
- Twitter/X threads with educational content
- Long-form explainer articles and whitepapers
- YouTube analysis and tutorial videos
- Discord AMAs and community events
- Infographics explaining complex concepts
- Podcast interviews and appearances
- Memes and community-driven content (authenticity matters)

**Seasonal Peaks:**
- Bull market cycles (macro-driven, not calendar-based)
- Major conference seasons (Consensus, ETHDenver, Token2049)
- Bitcoin halving events (4-year cycle)
- Regulatory announcement periods (often reactive)
- Tax season (portfolio review and planning)

**AEO/GEO Considerations:**
- Rapidly evolving terminology — keep content updated
- Schema markup: limited standard schemas; use Article, FAQPage, Organization
- Optimize for "what is [crypto concept]" and "how to [crypto action]" queries
- AI answer engines struggle with accuracy in crypto — well-sourced content can dominate
- Educational content ranks well because the space is information-dense

**Common Pitfalls:**
- Paid promotions without proper disclosure (legal liability)
- Overpromising returns or guaranteed gains
- Building on only one platform (Twitter algorithm changes can devastate reach)
- Neglecting security messaging (hacks and scams damage trust)
- Community building without clear utility or value proposition
- Ignoring regulatory compliance — enforcement is accelerating

---

## 21. Construction / Architecture

**Funnel Model:** Project-based long funnel. Residential: 30-90 days. Commercial: 90-365 days. RFP/bid processes are standard for commercial. Relationships and reputation dominate.

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | Referrals / Word-of-Mouth | Dominant source for both residential and commercial |
| 2 | Google Business Profile / Local SEO | "Contractor near me," "architect in [city]" |
| 3 | Portfolio Website | Visual showcase of completed projects |
| 4 | Google Ads (Search) | Service + location queries |
| 5 | Houzz / Industry Platforms | Architecture and design discovery |
| 6 | Social Media (Instagram, LinkedIn) | Project showcases, B2B networking |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Search CTR | 3.0% - 6.0% |
| Social CTR | 0.4% - 1.0% |
| CPC (Search) | $2.00 - $10.00 |
| CPC (Meta, local) | $1.00 - $4.00 |
| Lead Conversion Rate | 2% - 6% |
| Email Open Rate | 18% - 26% |
| Bid Win Rate | 15% - 30% |
| Average Project Value | $10,000 - $10,000,000+ |

**Compliance Requirements:**
- State contractor licensing (must be current and displayed)
- OSHA safety compliance references in marketing
- Building code and permit compliance
- Bonding and insurance requirements (display in marketing)
- Lien law disclosures (varies by state)
- Environmental compliance (EPA, local regulations)
- AIA and professional licensing for architects

**Preferred Content Formats:**
- Project portfolio with professional photography
- Before/after transformation galleries
- Case studies with scope, challenges, and outcomes
- Time-lapse project videos
- Client testimonial videos
- Process explainers (what to expect, timeline, costs)
- Awards and recognition showcases

**Seasonal Peaks:**
- Spring (March-June): Peak construction season starts
- Fall (September-October): Push to complete before winter
- January-February: Planning and bidding season
- Weather-dependent variation by region
- Commercial: Often aligned with fiscal year budgets

**AEO/GEO Considerations:**
- Schema markup: HomeAndConstructionBusiness, LocalBusiness, ImageObject
- Optimize for "[service type] in [city]" and "how much does [project type] cost"
- Portfolio images need alt text and structured data for visual search
- AI assistants recommending contractors will weight reviews and portfolio quality
- Cost estimation content is highly searched and AI-extractable

**Common Pitfalls:**
- No website or an outdated website with no recent projects
- Not showcasing completed work with professional photography
- Ignoring online reputation management
- Failing to capture and follow up on leads systematically
- Not differentiating (specialization vs. "we do everything")
- Missing the planning/research phase — clients research months before hiring

---

## 22. Agriculture / AgTech

**Funnel Model:** Seasonal decision-cycle funnel. Input purchases (seed, chemicals, equipment): 30-90 days before planting season. AgTech adoption: 60-180 days. Dealer relationships are critical.

**Top Marketing Channels (ranked):**

| Rank | Channel | Notes |
|------|---------|-------|
| 1 | Trade Shows / Field Days | In-person demos and relationship building |
| 2 | Industry Publications (Farm Journal, AgWeb) | Trusted editorial channels |
| 3 | Dealer / Distributor Networks | Channel partner marketing |
| 4 | SEO / Content Marketing | Technical and agronomic content |
| 5 | Email Marketing | Seasonal campaigns, product updates |
| 6 | Social Media (Facebook, YouTube) | Farm community engagement, demo videos |

**Benchmark KPIs:**

| Metric | Range |
|--------|-------|
| Search CTR | 2.5% - 5.0% |
| Social CTR (Facebook) | 0.5% - 1.2% |
| CPC (Search) | $1.00 - $5.00 |
| CPC (Meta) | $0.50 - $2.50 |
| Lead Conversion Rate | 2% - 5% |
| Email Open Rate | 22% - 32% |
| Trade Show Lead Conversion | 10% - 20% |
| Sales Cycle (AgTech) | 3 - 12 months |

**Compliance Requirements:**
- **EPA** regulations for crop protection product advertising
- FIFRA (Federal Insecticide, Fungicide, and Rodenticide Act) label compliance
- USDA organic certification claims must be verified
- State Department of Agriculture advertising rules
- Seed labeling and performance claim regulations
- Environmental and sustainability claim substantiation
- Equipment safety and performance disclaimers

**Preferred Content Formats:**
- Field trial results and agronomic data
- Product demonstration videos (equipment in action)
- Farmer testimonial stories
- Technical bulletins and spec sheets
- ROI calculators (yield improvement, cost savings)
- Seasonal planting and management guides
- Podcast content (growing channel in ag)

**Seasonal Peaks:**
- Pre-planting (January-March): Input purchasing decisions
- Planting season (April-May): Last-minute purchases
- Growing season (June-August): Crop protection, scouting
- Harvest (September-November): Equipment, storage
- Winter (December-February): Planning, trade shows, education events

**AEO/GEO Considerations:**
- Niche audience but growing digital sophistication
- Schema markup: Product, Organization, Article
- Optimize for "[crop] [problem] solution" and "best [input] for [crop]"
- Precision agriculture and AgTech content is increasingly searched
- AI-powered agronomic advisory tools are emerging — structured trial data feeds these systems
- Regional and climate-specific content matters significantly

**Common Pitfalls:**
- Assuming farmers aren't digital — they research extensively online
- Marketing only through dealers without building brand awareness
- Technical jargon without explaining benefits in practical terms
- Ignoring the seasonal buying cycle (marketing when decisions are already made)
- Not providing ROI justification — farmers are data-driven buyers
- Underinvesting in video content showing products in real field conditions

---

## Quick-Reference: Cross-Industry Benchmark Summary

| Industry | Avg Search CTR | CPC Range (Search) | Conversion Rate | Email Open Rate |
|----------|---------------|-------------------|-----------------|-----------------|
| SaaS/Software | 2.5% - 5.0% | $2.50 - $8.00 | 2.5% - 5.0% | 20% - 28% |
| eCommerce/Retail | 2.5% - 5.5% | $0.30 - $1.50 | 1.5% - 3.5% | 15% - 22% |
| Healthcare/Medical | 3.0% - 6.0% | $2.00 - $7.00 | 3% - 8% | 20% - 28% |
| Finance/Banking | 2.5% - 5.0% | $3.00 - $15.00 | 2% - 5% | 22% - 30% |
| Legal Services | 2.0% - 4.5% | $5.00 - $15.00 | 3% - 8% | 18% - 25% |
| Real Estate | 3.0% - 6.5% | $1.00 - $5.00 | 2% - 5% | 18% - 26% |
| Education/EdTech | 3.0% - 6.0% | $2.00 - $12.00 | 3% - 8% | 22% - 32% |
| Restaurant/Food | 4.0% - 8.0% | $0.50 - $2.50 | 3% - 8% | 18% - 25% |
| Travel/Hospitality | 3.0% - 6.0% | $0.80 - $4.00 | 1% - 4% | 18% - 25% |
| Automotive | 3.0% - 6.0% | $1.50 - $6.00 | 2% - 5% | 18% - 24% |
| Non-Profit | 3.0% - 8.0% | $0.00 (Ad Grants) | 8% - 20% | 25% - 35% |
| Manufacturing/B2B | 2.0% - 4.0% | $2.00 - $8.00 | 1% - 3% | 20% - 28% |
| Insurance | 2.5% - 5.0% | $5.00 - $20.00 | 10% - 20% | 20% - 28% |
| Home Services | 3.0% - 7.0% | $5.00 - $30.00 | 20% - 40% | 18% - 24% |
| Fitness/Wellness | 3.0% - 6.0% | $1.50 - $5.00 | 20% - 40% | 20% - 30% |
| Fashion/Beauty | 2.5% - 5.0% | $0.50 - $3.00 | 1.5% - 3.5% | 15% - 22% |
| Telecom | 3.0% - 6.0% | $2.00 - $10.00 | 2% - 5% | 18% - 24% |
| Professional Services | 2.5% - 5.0% | $3.00 - $12.00 | 1% - 3% | 22% - 32% |
| Gaming/Entertainment | N/A (social-driven) | $1.00 - $5.00 CPI | 25% - 40% D1 | N/A |
| Crypto/Web3 | N/A (limited ads) | $1.00 - $8.00 | 5% - 15% | 20% - 30% |
| Construction/Architecture | 3.0% - 6.0% | $2.00 - $10.00 | 2% - 6% | 18% - 26% |
| Agriculture/AgTech | 2.5% - 5.0% | $1.00 - $5.00 | 2% - 5% | 22% - 32% |

> **Note on conversion rate context:** Home Services and Fitness show high "conversion rates" because their conversion events are phone calls/trial sign-ups (lower commitment). Industries like eCommerce and SaaS measure direct purchases/sign-ups. Do not compare conversion rates across industries without understanding what the conversion event is.

---

## How to Use This File

**For the agent:** When a user specifies their industry, look up the corresponding profile and use it to:

1. **Set realistic expectations** — Use benchmark KPIs to calibrate goals and projections
2. **Prioritize channels** — Recommend channels in the ranked order unless the client has data showing otherwise
3. **Flag compliance risks** — Always check the compliance section before recommending copy, targeting, or tactics
4. **Time campaigns correctly** — Align campaign launches with seasonal peaks
5. **Avoid known mistakes** — Review the common pitfalls section and proactively warn clients
6. **Optimize for AI search** — Apply the AEO/GEO recommendations to all content and SEO work
7. **Adjust funnel strategy** — Match content and tactics to the industry's typical funnel length and model

**When an industry is not listed:** Use the closest analogous industry profile. For hybrid businesses, blend recommendations from multiple profiles. Always disclose when using proxy data.

**Data freshness:** These benchmarks represent typical ranges as of early 2026. Platform-specific benchmarks shift quarterly. Always cross-reference with the client's own historical data when available — their actual numbers are more reliable than industry averages.
