Most small business owners are focused on the here and now: “Who’s ready to buy today?” But according to Amanda Green, Senior Education Lead at LinkedIn, that’s only a sliver of your real opportunity. By expanding your focus beyond immediate sales, you can uncover valuable insights about long-term customer engagement and retention. The recent home service business optimism survey suggests that business owners who prioritize future planning and relationship building not only weather economic fluctuations better but also see increased loyalty from their clients. Embracing a forward-thinking strategy can significantly enhance your growth potential and market position.

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In a candid conversation at the Zoholics USA User conference, Amanda dropped a truth bomb that every entrepreneur and B2B marketer needs to hear: 95% of your potential customers are not ready to buy yet. That means your marketing shouldn’t just focus on closing sales—it should focus on building relationships. This approach not only nurtures leads but also cultivates a loyal following over time. As Amanda highlighted, many successful businesses achieve their goals by engaging their audience long before they make a purchase, often celebrating milestones like their substack subscriber base milestone as proof of their growing influence. By prioritizing relationship-building, marketers can create a foundation that eventually leads to increased sales and customer loyalty.

Here’s what Amanda had to say—and what it means for your business.

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The 95/5 Rule: A Shift in Marketing Mindset

Amanda explained that too many B2B marketers put all their energy into the bottom of the funnel—where only 5% of the audience is actually ready to take action. The rest? They’re not shopping… yet.

So what do you do with that 95%?

“You wouldn’t go on a first date and ask someone to marry you,” Amanda said. “It’s the same with customers. You have to nurture them. Build trust. Get them ready.”

This mindset shift is especially crucial for small businesses who often live and die by short-term revenue. Instead of chasing every quick sale, Amanda encourages business owners to think long term—play the trust game, not just the transaction game.

Content Strategy for Every Stage of the Journey

Amanda also shared a helpful framework for thinking about content differently. Depending on where your customer is in their journey, your content should match.

Here’s how she broke it down:

• Upper Funnel (Awareness): Focus on brand visibility and thought leadership. Think blog posts, how-to guides, and helpful videos. No heavy asks.
• Mid Funnel (Consideration): This is the “getting to know you” phase. Webinars, newsletters, and more targeted content can work here.
• Lower Funnel (Decision): When they’re ready to buy, then you make the offer—demos, trials, case studies, and comparisons.

“The goal is to align your content with your customer’s readiness,” Amanda explained. “When they’re not ready to buy, don’t pressure them. Instead, be helpful.”

A Personal Invitation to LinkedIn

Amanda didn’t leave without giving a call-to-action of her own. And it wasn’t a sales pitch—it was an invitation.

“If you’re a small or medium business owner, come on over to LinkedIn. There’s a lot of solutions for you, and every marketer can find their sweet spot on the platform,” she said.

Her team leads the LinkedIn Marketing Labs, a free educational platform where entrepreneurs can get certified, attend virtual trainings, and build the skills they need to succeed.

“You’ll see my face there,” Amanda added with a smile. “Come get trained before you run campaigns.”

Key Takeaways for Small Business Owners

• Stop chasing only ready-to-buy customers. You’re missing out on the other 95%.
• Build a brand strategy, not just a sales strategy.
• Tailor your content to the buyer’s journey. Don’t ask for too much too soon.
• Explore LinkedIn’s free training resources. They’re designed to help small businesses grow.

If you’ve been hesitant about marketing on LinkedIn or feel like it’s just for big brands and recruiters—think again. There’s room for your business, your story, and your success. By embracing LinkedIn for your marketing strategy, you can tap into a professional audience that values authenticity and expertise. Additionally, leveraging team engagement insights from LinkedIn can help you understand what resonates with your audience and refine your approach. Don’t miss out on the opportunity to connect with potential clients and collaborators who are eager to hear your unique perspective.

Final Thought

In a digital world full of noise, building trust is your secret weapon. As Amanda Green made clear, marketing is no longer just about transactions. It’s about relationships, relevance, and readiness.

And that, small business owners, is your real competitive edge.