Focus on One Market by Ilise Benun

Focus first on which market to pursue, and then on which tools you will use to pursue that market.

When it comes to choosing a market, start with what you know. Look first at the industries you have served in the past. A marketing plan built on past experience and actual examples will yield live clients more quickly than if you start from scratch introducing your services to a new market. For example, if you worked in pharmaceuticals, you can make a strong case for your experience in the broader market of healthcare or even in peripheral industries, such as medical devices or hospitals.

Don’t worry—focusing on one market doesn’t mean that’s the only work you will do. You are free to take any work you want. But for the purposes of proactive marketing and to streamline your efforts, you must be efficient with your time and money. That’s why it’s best to start with one market, get the ball in the air, and then add additional markets later. 

Ilise Benun, a Hoboken-NJ based consultant, is a national speaker and the author of several books, including Stop Pushing Me Around: A Workplace Guide for the Timid, Shy and Less Assertive and Designing Websites for Every Audience. She is also founder of Marketing Mentor, a one-on-one coaching program for small business owners. You can reach Ilise at ilise@marketing-mentor.com.