Build a Brand Your Buyers Remember (Even If They’re Not Ready to Hire You Yet)
If only 5% of your potential customers actively seek your services, how can you reach the other 95%?
You build a brand they remember.
In this blog, we’ll show small businesses in Central Texas—including Austin, Round Rock, Cedar Park, and Leander—how to stand out, stay visible, and earn trust over time with brand-first marketing.
Why Most People Haven’t Heard of You (Yet)
A lot of business owners think they’re not getting hired because:
- Their website isn’t good enough
- They got a bad review once
- A competitor undercut their price
The real reason?
👉 Most buyers have simply never heard of your business.
Lack of awareness—not lack of quality—is often the biggest challenge for professional service providers and government contractors.
What Is the 95/5 Rule in Marketing?
This rule from the LinkedIn B2B Institute says:
Only 5% of your total addressable market is ready to buy now.
So, what are the other 95% doing?
They’re:
- Running their business
- Solving other problems
- Not even aware they’ll need you soon
But they will move into that 5% eventually. The goal is to be top of mind when they do.
What Kind of Content Builds Trust?
Marketing content that doesn’t work anymore:
- Gated whitepapers
- Complicated lead funnels
- One-size-fits-all email drips
Marketing content that consistently works:
- Educational blog posts (like this one!)
- Short, memorable videos on LinkedIn or YouTube
- Real-world case studies that prove you know your stuff
- Social content that shows your values and personality
People don’t want to be marketed at. They want help, insight, and authenticity.
Think Like a Local Brand with a Long-Term Vision
If you’re based in Texas, you know it’s a relationship-driven region. People do business with people they know, like, and trust. That means:
- Show up consistently in the places your audience is (LinkedIn, industry events, local media)
- Highlight local success stories from clients in Austin, Round Rock, or Cedar Park
- Create content that answers fundamental questions your ideal client is searching for
You don’t need to go viral. You need to be remembered.
The Value of Being One of the “Top Five”
Buyers eventually narrow down their search to about five vendors. The ones they:
- Have seen before
- Have heard positive things about
- Feel confident about their expertise
That’s the power of brand marketing. It’s not about converting people today. It’s about being on the list when they’re finally ready.
Marketing to Tomorrow’s Buyers—Not Just Today’s
Brand campaigns don’t get instant results. But they do build momentum.
With consistent brand visibility:
- Website traffic goes up over time
- More people search your name directly
- Inbound leads get warmer and easier to close
It’s like compound interest for your business. The longer you do it, the better the return.
Your Brand Marketing Checklist
Here’s what we recommend for small B2B and B2G businesses:
We’ve seen small firms in Central Texas go from being invisible to top contenders in their space—all by running consistent brand campaigns over time.
They didn’t need to outspend the competition.
They just needed to outlast them with visibility, relevance, and value.