Your LinkedIn Audience Isn’t Your Sales Pipeline
There's a significant distinction on LinkedIn between simply having an audience, identifying the right leads, and pinpointing your ideal clients.
But these are three completely different groups.
Right now, you might be posting and hoping for the best. But without clarity, you’re putting in the effort but not seeing the right results.
So, let's get clear on who we're really talking to on LinkedIn to make sure the right message gets to the right people. The importance of distinguishing between these groups can't be overstated.
The 3 Groups in Your LinkedIn Ecosystem
Let’s break this down:
🟪 Your Audience = The lurkers, the curious, the engaged-but-not-ready-to-buy crowd. They might like your posts, but that doesn’t mean they’re leads.
Think of them like concert goers at a festival. They’re enjoying the vibe, maybe sharing your name with others, but not necessarily investing in VIP access.
🟩 Your Leads = These people have raised their hands. They’re not buyers yet, but they’re closer.
They are exploring, trying to find the right path. Some are further along than others, but they’re actively moving.
Some take a wrong turn, some move forward, and some make it to the exit.
They’re evaluating options, exploring what’s out there, and thinking, "This could be what I need."
🟧 Your Target Market = These are the ones who should see your content and feel like it was written just for them. They aren’t wandering around trying to decide where to sit. They already know they belong at your table.
They might not always engage publicly, but they are watching, reading, and forwarding your posts to internal stakeholders.
They may not comment or like your posts, but they are paying close attention, sending your content to internal stakeholders, and waiting for the right moment to take action.
Here’s where most creators on LinkedIn go wrong:
They create general content that speaks to everyone, so their ideal clients never feel directly addressed.
They chase engagement, assuming more likes = more deals (it doesn’t).
They post for audience growth instead of pipeline growth.
and they attract:
An audience that loves your content but doesn’t buy at your higher levels.
Leads that never convert into paying clients.
Situations that keeps them in “brand-building” mode instead of deal-closing mode.
The Shift as Deal Makers: Content That Attracts Bigger Deals, Not Just More Views
Content creators write broad, educational posts because it feels like the logical way to show expertise.
But Deal Makers create for decision-makers, not just for engagement.
🔹 Deal Makers talk about problems only decision-makers recognize.
Example: Instead of “3 Ways to Be a Better Leader,” they write “Why Most Leadership Training Fails After 6 Months—And How Top Companies Fix It.”
🔹 Deal Makers use language that signals credibility.
Example: Instead of “I help teams work better together,” they say “I help companies reduce employee churn by 35% through leadership training.”
🔹 Deal Makers position themselves as strategic advisors, not vendors.
Example: Instead of listing services, they highlight transformations:
"I help fintech companies cut product launch timelines by 40%."
Most people on LinkedIn are content creators. They’re building their audience, growing visibility, and stacking up likes. But visibility alone won’t bring in the opportunities.
The real power lies in becoming a Deal Maker, someone who attracts high-value clients, not just attention.
Content creators teach. Deal makers speak directly to decision-makers.
Content creators chase engagement. Deal makers position themselves as the go-to expert.
Content creators stay in brand-building mode. Deal makers close deals.
When you shift your content, you shift how you attract opportunities.
And when you start speaking the language of decision-makers, you stop competing for attentionand start commanding respect (and bigger contracts).