Expanding into a new market segment can feel like stepping into the unknown.
Maybe your current market is oversaturated. Maybe you’re launching a new offer. Or maybe you’re simply sensing it’s time to evolve.
Whatever the reason, one truth remains: most companies approach market expansion backwards.
They start with assumptions.
They run ads before testing message-market fit.
They build out campaigns before they’ve even had a single conversation.
Here’s a smarter way to go about it—and why LinkedIn should be your first stop.
1. Start with Real Conversations, Not Guesswork
Before investing in landing pages, paid media, or sales collateral—use LinkedIn to connect with people inside your target segment.
That might mean:
- Connecting with operations managers in a new vertical
- Messaging HR leaders at mid-size companies you’ve never worked with before
- Following founders in a space you’re curious about and watching what they engage with
You don’t need hundreds of calls. You need 3–5 honest conversations with smart people in the space. That alone can save you months of wasted effort.
2. Use Polls to Test Messaging Without Risk
Want to validate a pain point or see how the market describes their challenges?
Run a LinkedIn poll.
Polls are simple, non-salesy, and highly shareable. Use them to:
- Gauge demand for a new offer
- Learn what people are struggling with most
- Test language that resonates (or doesn’t)
You’ll get feedback fast—and from real people, not just internal speculation.
3. Watch the Data—It’s Real-Time and Self-Updating
One of LinkedIn’s biggest advantages? The data is kept fresh by the users themselves.
Nearly a billion professionals update their job titles, responsibilities, and focus areas as they evolve. That makes LinkedIn one of the most reliable platforms for:
- Spotting industry pivots early
- Identifying emerging job roles or decision-makers
- Noticing geographic or demographic trends
Use Sales Navigator or a simple Boolean search to follow patterns.
4. Don’t Stay on the Platform—Take It Offline
The goal isn’t to live on LinkedIn. It’s to use it as a launchpad.
Once someone engages with your poll, replies to your outreach, or comments on your post—invite a deeper conversation:
- Book a 15-minute exploratory call
- Meet up at an industry event
- Offer a free resource or audit tailored to their segment
LinkedIn is the match. Relationships are the flame.
Final Word
The fastest-growing companies aren’t guessing what the market wants—they’re listening, testing, and adjusting in real-time.
That’s what LinkedIn allows you to do—if you use it right.
Looking to test a new segment without blowing your budget or your team’s bandwidth?
Start with LinkedIn. Start with a conversation. Start now.
Kim Peterson Stone — three-time founder, keynote speaker, and LinkedIn thought-leader with 225 K+ followers — teaches executives and entrepreneurs how to build unshakable authority, attract targeted opportunities, and future-proof their careers through strategic LinkedIn thought-leadership. As CEO of Linkability.us, she’s helped everyone from startups to Fortune 500 teams work smarter, amplify their influence, and solve their toughest growth challenges.
Ready to become the go-to expert in your field? Let’s talk.