Not All Audiences Are on LinkedIn

“Our target audience isn’t on LinkedIn.”

A lot of people use it as an excuse, but it might be true.

For example:

We had a customer who worked in the construction industry.

Although the CEOs of the companies he worked with were on LinkedIn, the buying decisions were usually driven bottom-up by construction site managers, superintendents, etc., who are on the construction site 24/7.

And they aren’t on LinkedIn.

So in this case, LinkedIn might actually not be the best platform to go to.

When a founder tells me that “their audience isn’t on LinkedIn”, I listen because even though I know that 80-90% of the time it’s an excuse to not get started, it could be true.