How to use LinkedIn to Grow Your Business in 2026

Most businesses are still approaching LinkedIn the wrong way.

They focus on posting more.
More content. More frequency. More noise.

But that’s not what drives results.

Recently, our founder Jack joined Claire Marshall on the Brand Mixology podcast to unpack how LinkedIn is actually evolving,  and why the businesses seeing real ROI are playing a completely different game.

Here are the key insights from that conversation.

1. Your profile matters more than your posts

Most people obsess over what they’re posting.

Very few think about what happens after someone clicks their profile.

In reality, your LinkedIn profile is your digital storefront. It’s where decisions are made.

And now, there’s a second layer to consider: AI.

Tools like ChatGPT and Claude are increasingly surfacing people based on how well their profiles are structured, written, and positioned. If your profile isn’t built with both humans and machines in mind, you’re limiting your visibility before the conversation even starts.

A strong profile doesn’t just describe what you do. It positions you clearly, builds trust quickly, and makes it obvious who you help and how.

2. LinkedIn is a professional networking platform first

One of the biggest misconceptions is that LinkedIn is a content platform.

It isn’t.

Content supports visibility. But relationships drive revenue.

The businesses winning on LinkedIn are the ones treating it as a 24/7 networking environment,  not a broadcast channel.

That means:

• Starting conversations, not just posting opinions
• Engaging with the right people consistently
• Using DMs as a relationship-building tool, not a sales shortcut
• Following up and maintaining momentum over time

If your entire strategy begins and ends with posting, you’re missing the majority of the opportunity.

3. Your online strategy should mirror your offline strategy

A simple but powerful shift:

If you wouldn’t grow your business that way in real life, don’t do it online.

Think about how you win business offline:

• You build relationships
• You establish trust over time
• You have conversations before making offers
• You become known for something specific

LinkedIn should reflect exactly that.

Instead of chasing trends or copying what others are doing, the most effective approach is to replicate your real-world business development process,  just at scale.

So what does this mean for your business?

LinkedIn is no longer just a marketing channel.

It’s a business development tool.

When used properly, it allows you to:

• Build authority within your niche
• Stay visible to the right audience
• Create consistent inbound opportunities
• Strengthen relationships with prospects and clients

But it only works if you move beyond surface-level activity.

Listen to the full conversation

Jack’s full conversation with Claire Marshall on the Brand Mixology podcast dives deeper into these ideas, with practical examples and strategies you can apply immediately.

🎧 Listen here: https://lnkd.in/e-q9-5AB

And if your LinkedIn profile isn’t working as hard as it should be, download our free guide to optimising your positioning for both AI search and human engagement:

📕 https://lnkd.in/erGxZ4Td

The businesses that win on LinkedIn over the next few years won’t be the loudest.

They’ll be the clearest, the most strategic, and the most consistent.

That’s the shift.