I’ve been reflecting a lot lately on what is working/not working on LinkedIn for business growth. I know we’ve all been sold the AI and tech dream as the solution to every problem in marketing and business, but I wonder if it’s actually causing more harm than good.
I guess they don’t call it a disruption for no reason. Although I tend to think the novelty of it all is more of a big distraction from what matters.
My core belief is that you can’t automate understanding your customers, and you can’t automate building trusted relationships with them.
Let’s bring it back to basics and talk about how to refocus your LinkedIn strategy where it belongs – on people, not platforms.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, which discusses this topic in more detail.
All the Gear & No Idea
A quick search turned up an estimate of over 15,000+ MarTech tools on the market. To be honest, I think this number is probably way higher, but that’s not the point. Exact figures aside, each one of the tools promises to save time, help you create better content, or help you grow faster.
Yet more and more people are feeling that things just aren’t working the way they used to on LinkedIn. In fairness, yes, there have been significant changes to the LinkedIn algorithm, but I don’t think these are entirely to blame.
If your content isn’t landing, here are my thoughts on the reasons why:
- You’re amplifying the wrong message.
- You’ve skipped customer research.
- You’re mistaking productivity for connection.
The best tool in the world won’t fix a poor LinkedIn strategy or no strategy at all.
Just like buying the most expensive power tools doesn’t make me a builder, fancy software won’t make you a better marketer.
It’s not more tech you need; it’s clarity and empathy.
What Happens When We Forget the Human
When content feels soulless or generic, it’s usually because it’s written for the algorithm, not for the audience.
I see it daily on LinkedIn:
- Hooks written for clicks, not humans
- AI-generated copy with no personality
- Brands chasing trends instead of trust
If your posts sound like everyone else’s, your readers will scroll straight past.
Authenticity, transparency, and empathy aren’t buzzwords; they’re business drivers. Especially for the next generation of B2B buyers who value connection, trust and transparency over polish.
How to Shift Your Focus Back to Customers
Let’s get practical. Here’s where I’d start:
1. Do the Research
Before you create content, talk to your people.
- Ask your sales or customer service team what customers are struggling with right now.
- Listen to the language your audience uses to describe their problems.
- Read LinkedIn comments, reviews, and DMs for clues.
The more you listen, the more your content will hit the mark.
2. Audit Your LinkedIn Presence
Look at your LinkedIn profile through your ideal client’s eyes. Ask yourself:
- Can they instantly see how I can help them?
- Does my headline speak to their needs, not my job title?
- Is my About section written in their language?
- Is it obvious what you do, who you do it for and what makes you different?
If the answer’s no, it’s time for a rewrite.
3. Build Relationships, Not Just Reach
Connection beats automation every day of the week.
- Leave thoughtful comments.
- Personalise your messages.
- Follow up because you care, not because you’re chasing a lead.
Your audience will feel the difference and so will you!
Final Thoughts
Tech is not an excuse not to talk to people. Whether it’s your colleagues or customers directly, make time for it to happen. The brands that win on LinkedIn in 2026 won’t be the ones using the most AI and tech tools; they’ll be the ones using empathy as their competitive edge.
There is nothing more important than making sure your audience feels seen, heard, and understood.
So before you chase the next shiny software, ask yourself:
“Do I know my customer as well as I know my tech stack?”
If the answer’s no, it’s time to flip the focus.
Want to work with me? Book a time here – https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Cheers
Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
