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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.
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.
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