Curating Your Audience: The LinkedIn Advantage

Imagine being invited to speak at an event. You arrive, prepared to share

insights that could change the way people think about their business, only to

find your audience is filled with toddlers and nursing home residents. Unless

you’re in the nappies business, this isn’t going to help grow your brand or

attract clients. Sure, they might smile, maybe even applaud, but they’re not

your ideal audience.

It’s a lighthearted example, but it highlights a fundamental truth: if you’re not

talking to the right people, your message won’t stick.

I’ve spent years working with B2B business leaders across industries, helping

them define their brand strategy and identity, and this point always comes up:

you have to know who you’re talking to. If you're in property development, you

need to connect with landowners, investors, or urban planners. If you’re in

wealth management, you should be speaking to high-net-worth or ultra-highnet-

worth individuals. Tech startups need to focus on potential investors or

strategic partners who understand the value of innovation. The bottom line is,

in any industry, the audience matters.

This is where LinkedIn becomes an absolute game changer. One of the things I

love most about LinkedIn is how you can actively curate your own audience. It’s

like going back to that imaginary event, but this time you have the power to

invite every single person in the room. No more guessing or hoping someone

relevant will show up. You can search, connect, and build relationships with the

exact people who want to hear what you have to say.

Having worked with business leaders for so long, I’ve seen how this ability to

target the right audience makes all the difference. The energy they bring to the

table is infectious, but it has to be channeled to the right people. LinkedIn

allows you to do just that. For example, if you focus on connecting with 10 ideal

clients a week, that’s 100 new potential business relationships in a year.

These aren’t random connections - they’re carefully selected individuals who

have a direct interest in what you offer.

And here’s the best part: only 1% of LinkedIn users actually post content. So

imagine walking into that room of 100 people, and you’re the only one speaking.

You immediately have everyone’s attention. While many of your competitors are

still lurking in the shadows, you have the chance to stand out just by showing

up. It’s simple psychology: familiarity breeds trust.

I’m endlessly curious about how the brain works and why we make decisions.

It’s fascinating how something as simple as a regular LinkedIn post can

influence someone’s perception of you and your business. When you post

consistently, you build credibility. You become familiar. People feel like they

know you, and that familiarity turns into trust, which is critical in B2B

relationships.

In my experience, building a personal brand is not just about being visible - it’s

about being intentional. Every post, every connection, every comment is an

opportunity to engage with the right people. And while most business leaders

are silent on LinkedIn, you have the chance to dominate the conversation. Your

audience is listening, and you have the chance to deliver valuable insights that

position you as the go-to expert in your field.

And the best part? You don’t have to spend hours each day crafting the perfect

post. The key is consistency and relevance. Start small. Share insights you find

useful, comment on industry news, or simply showcase your latest projects.

The more you engage, the more visibility you gain. And with only 1% of users

posting, you’re not fighting for attention in a crowded space. Instead, you’re

seizing a golden opportunity to be the voice your target audience is waiting to

hear.

So, next time you imagine yourself speaking at an event, picture a room full of

people who are genuinely interested in what you have to say. With LinkedIn,

that’s entirely possible. You have the power to curate your audience, to talk

directly to the people who matter most to your business. And in a world where

your competitors are mostly silent, that’s a chance you can’t afford to miss.