When I started my marketing business, I didn’t try to serve everyone. I picked two specific types of B2B service businesses—the industries I knew best and where I already had relationships.

It wasn’t some genius strategy. It was practical. I had experience in those sectors, understood their challenges, and (most importantly) knew people in the space.

And surprise—my first clients came directly from that network.

Here’s what I learned quickly: Focusing on what you know makes everything easier.

I didn’t waste time pitching to industries I wasn’t familiar with. I wasn’t scrambling to learn niche markets from scratch. Instead, I leaned into what I already had—knowledge, experience, and connections.

Here’s why narrowing your focus works:

1. You Leverage Existing Trust
When I reached out to potential clients, I wasn’t a stranger. I already spoke their language and understood their pain points. Trust wasn’t something I had to build from zero—it was already there.

2. You See Faster Wins
Knowing the landscape meant I could skip the learning curve. I could offer insights and strategies right away, which led to faster results for my clients—and more confidence for me.

3. Referrals Come Naturally
When you serve a specific niche, word spreads faster. One client led to another because I became known for solving specific problems for a specific kind of business. Referrals became automatic.

4. It’s Easier to Market Yourself
Having a clear audience made my messaging simple. I wasn’t trying to appeal to everyone—I was talking directly to the businesses I could help the most. That clarity helped me stand out in a crowded market.

5. Growth Feels Smoother
I never felt like I was stretching in too many directions. I stayed in my lane, refined my process, and grew steadily.

The Takeaway:
If you’re just starting out, focus on where you already have experience. You don’t need to reinvent yourself to build a successful business.

Ask yourself:

• Where do I already have relationships?

• What industries do I understand best?

• Where can I add value right now without a huge learning curve?

Your network, experience, and expertise are already powerful tools. Use them.