If LinkedIn has felt like something you should use but don’t quite know how, or you’ve been posting without much traction, this episode is for you.
My guest today is Jo Saunders, known as Australia’s LinkedIn Demystifier. Jo is a LinkedIn strategist who helps service-based business owners turn LinkedIn into a sales and relationship-building tool — without being pushy or inauthentic.
In this conversation, we talk about how women entrepreneurs can use LinkedIn strategically — to build trust, increase visibility, and make real sales — all while showing up as their true selves.
Whether you’re already active on LinkedIn or feeling embarrassed by your neglected profile, Jo offers practical advice and powerful mindset shifts that will help you take the next step.
In This Episode, We Cover:
- Why random posting isn’t enough — and how to use LinkedIn with real purpose
- The algorithm changes in 2026 you need to know about (and how to work with them)
- What it means to be “appropriately human” on a professional platform
- How to position your offers and include CTAs without turning people off
- The importance of being consistent in your messaging (and how talking about too many things can confuse your audience — and the algorithm)
- Jo’s thoughts on AI-generated content and why authenticity matters more than ever
- What “connect-fluence” means and how to use connection to drive influence and sales
- The key differences between showing up to “make friends” versus selling with service
- How to leverage key areas of your LinkedIn profile (Jo calls them “sales hotspots”) to drive traffic and conversions
- Whether or not you need LinkedIn Premium — and who it’s really for
- Why slowing down your outreach and engaging thoughtfully is the biggest missed opportunity
- How Jo is using leverage in her business this year by relaunching community events
- What “Your Business, Your Rules” means to Jo — and how she embraces it by showing up in her colourful, unique way
Key Takeaways:
- Don’t just post to be visible — post with a purpose. Know what you’re selling, who it’s for, and create content that helps them.
- Your LinkedIn profile is a credibility tool. Treat it like a landing page — make sure it’s clear, current, and aligned with your message.
- Show up as yourself — strategically. You don’t have to fit a corporate mould. Just be intentional and on-brand.
- Connection comes before conversion. Build influence by building trust. Engage meaningfully, and don’t rush the sale.
- You can sell — without being salesy. Provide value first. Then give people a clear next step.
Get Your LinkedIn Profile Health Check
How effective is your LinkedIn Profile? It starts with positioning yourself strategically based on your skills and strengths. Take the health check to rate where you are now, and create an action plan to optimise your LinkedIn Profile to match your purpose.
Take the LinkedIn Health check
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Mentioned in This Episode:
Get a copy of Jo’s LinkedIn Healthcheck
Learn more about working with Jo
Follow strategist Joroen Kraaijenbrink of The Big 5 of Strategy on LinkedIn
Reviewer Kaye Ure, of Styling Individuals
Listen to episode 330: Why “White Space” is the Secret to Getting Unstuck in Business
