For the first several years of my agency’s existence, our clients were largely healthcare-related. My co-owner is a registered nurse and has extensive experience in healthcare and medical sales. So to capitalize on that, our team and I became healthcare marketing experts. As time went on, however, our client base organically expanded and evolved.

With an expansion in clients naturally comes an expansion in the kinds of businesses that you’re going to be working with. It’s common sense that you can’t market a client who is selling an educational development tool the same way you would market a senior living facility, but that common sense won’t help answer your most important question: How do you strategically create a campaign for a business you’ve never worked with before?

This article originally appeared on Forbes.com, on June 21, 2021. Read the rest of the article here.