Ask HN: Better to market yourself by technology, industry or system type?

Hi guys,

In starting a small software consultancy and figuring out how to market and present ourselves to the world...

Does anyone have any experience as to whether it is best to market yourself based on:

- the technology you have experience with e.g. .NET

- the industries you have experience and knowledge of e.g. Finance, Insurance etc

- or the type of systems you have experience building e.g. trading systems, ERP, CRM etc

Which is the more effective way to sell yourself as a developer?