Marketing & Advertising.

ONLINE COURSE

100% Delivered Live!

41½ hour live sessions
6hours total learning time
100^%Trainer-led

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$1595 $1875

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Course overview

Give yourself a comprehensive overview of everything that LinkedIn can offer to B2B marketers. This focused online course will provide you with both a clear vision for your LinkedIn marketing & advertising strategy and the knowledge to implement it.

Key learning benefits

Create an industry-leading company page
Master the latest tactics and tools to build your presence
Boost your LinkedIn ads strategy
Learn tried-and-test campaign strategy frameworks
Advanced analytics
Measure the success of your LinkedIn campaigns

Our live online course format

100% live &
trainer-led

This course is formed of a program of live classes that emulate a classroom experience. You can benefit from real-time interaction with an expert trainer, and your fellow class participants.

Interactive group
exercises

Every class includes live Q&As and group exercises with fellow course participants.

One-to-one
mentorship

Ask questions as they pop up and benefit from one-to-one time with the expert course trainer. You can also take advantage of post-course support from our training faculty.

Course program

LinkedIn has become the go-to platform for B2B marketers, providing a wide range of tech tools, solutions and tactics to savvy marketers. This online course will arm you with all the latest organic & paid opportunities available to you.

Gain expert guidance on establishing and managing company pages; broaden your reach through the use of groups. Measure success with LinkedIn’s analytics tools.

Learn how to develop an effective advertising strategy. Master LinkedIn’s targeting tools. Discover the ins and outs of advertising through sponsored updates, adverts and InMail messages.

Book this course to take your LinkedIn marketing & advertising to an advanced level. Cut through the social media hype and build a LinkedIn marketing program that delivers real results.

Class 1: LinkedIn ‘Owned’ Strategy & Growing a Targeted Network

LINKEDIN STRATEGY

Business opportunity: Understanding the business case for LinkedIn marketing

LinkedIn strategy: A LinkedIn marketing strategy framework

Audience targeting: Segmenting your target audience to reach on LinkedIn
LinkedIn profile pages

Best practice set-up: Optimizing your profile photo, headline and summary section for best results

Company-wide profile strategy: Developing best practice across your employee base

LinkedIn Publishing Platform: Full guidance on all technical aspects of LinkedIn’s publishing platform
Building a targeted network

Benefits of building a targeted network: Understanding the business benefits of growing a targeted community

How to achieve high visibility on LinkedIn: How to boost your search and profile visibility by growing your network
LinkedIn search

LinkedIn Search: How to get the most out of LinkedIn’s search tool to reach your target audience

Saved searches & alerts: Setting up saved searches and alerts to keep tabs on movements in your industry

Advanced search: Full overview of LinkedIn’s search filters and premium features
LinkedIn messaging

Best practice: How to best use LinkedIn’s email messaging function to engage your network

Message content: Topics and message themes to deliver best response

Frequency: Tried-and-tested timings for regularly contacting your contacts without inspiring fatigue

LinkedIn InMail: Best practice use of LinkedIn’s paid messages to people outside your network

Class 2: LinkedIn Company Pages, Groups & Analytics

LINKEDIN COMPANY PAGES

Establishing a presence: Setting up a branded LinkedIn company presence effectively

Company page administration: Managing your company page admin rights on an ongoing basis

Showcase pages: How to best setup and manage on an ongoing basis

LinkedIn applications: Full overview of all apps to boost effectiveness of your page
COMPANY PAGE UPDATES

Targeted updates: Targeting your updates by company size, industry, job function, seniority or geography

Multimedia content: Best practice on integrating rich content into your updates

Peak performance: Advice on what types of updates drive most engagement and visibility in news feeds

Company update analytics: Full guidance on the metrics to watch to gauge performance
Growing a LinkedIn company page following

Active employee involvement: How to ensure consistent associations between your employees and your company page

Employee promotion: Company-wide strategy for employee base to promote company updates

Convert customers to followers: How to integrate your page into your wider customer communications

Multi-channel promotion: Advanced tips and tricks to promote your company page
LinkedIn Pulse

Full overview: Understand the full workings of LinkedIn’s personalised news service

LinkedIn algorithm: Understanding how LinkedIn ranks visibility of news stories in contact’s news feeds
LinkedIn groups

Business benefits: Full overview of the marketing opportunities offered by LinkedIn groups

Promoting your group: Proven techniques for organically growing a targeted community

Group announcements: Best practice use of email announcements to your group members

Group management: Designating admin responsibilities across your team

3rd party LinkedIn Groups: How to select groups to join and best practice engagement
LinkedIn analytics

What does success look like? Case study examples to gauge relative success levels with industry peers

Analytics framework: Full outline of tools and metrics available to you to track results

LinkedIn company page analytics: Detailed briefing on LinkedIn’s free analytics tool

Content Marketing Score: How to make best use of LinkedIn’s proprietary content analytics metric

Trending Content: Work out what topics most resonate with your audience with LinkedIn’s ‘Trending Content’ tool
Subscription packages

Premium subscriptions: Full overview and recommendations for different levels of sign-up

Class 3: LinkedIn Paid Strategy, Targeting & Ad Types

LinkedIn advertising introduction

LinkedIn advertising evolution: Full overview of recent LinkedIn advertising developments

Future developments: Detailed overview of upcoming LinkedIn changes and likely future direction

Self-service platform: Run through of key features
LinkedIn advertising strategy

Business opportunity: Understanding the different business cases for LinkedIn advertising

LinkedIn advertising strategy framework: How to develop a working plan for your LinkedIn advertising
LinkedIn ad targeting

Professional targeting: Best practice targeting, based upon industry field, job title, location and company

Audience size: Recommendations for best performing audience sizes to target ads to

Location targeting: How to target your ads to specific locations while maintaining optimum results

Company targeting: Making the most of LinkedIn’s unique targeting feature

Industry targeting: How to focus your advertising efforts on a particular vertical industry sector

Job title, function & seniority: Understanding the specific nuances of each targeting option

Demographics targeting: Make best use of advanced targeting criteria skills, groups, gender and age
Sponsored Ads

Technical overview: Understanding the mechanics of Sponsored Ads

Best practice: Detailed checklist for driving top performance levels
Sponsored updates

Technical overview: Understanding the mechanics of promoted posts

Best practice: Detailed checklist for driving top performance levels

Content strategy: Content tips to increase engagement results and overall visibility levels
Sponsored Inmails

Budgeting: Guidance on building a model that fits to the relatively high per send cost

Best practice: Detailed checklist for driving top performance levels

Content strategy: Content tips to increase engagement results and overall visibility levels

Class 4: LinkedIn Ads Creative, Budgeting & Analytics

LinkedIn ad copy

Copywriting: Tried-and-tested techniques for writing compelling ad copy to drive click-throughs

Calls-to-action: Best practice guidance on creating direct calls-to-action to stimulate response

Tone of voice: How to establish and maintain your brand tone of voice
LinkedIn ad design

Image guidelines: Full overview of LinkedIn’s image guidelines and ad type image dimensions

Ad design best practice: Detailed checklist to drive results from your ad designs
Budgeting

CPC Vs CPM: Scenario planning for best use of each budgeting method

Big management: Best practice advice on bidding above ‘suggested range’ to gain increased impressions

Bid strategy: How to best budget your ad spend and forecast results

CTR optimization: Expert advice on what CTR you should be aiming for

Daily budgets: Recommendations for setting daily budgets to optimize performance
LinkedIn advertising analytics

LinkedIn Campaign Manager: Full overview of LinkedIn’s performance reporting tool

What does success look like? Case study examples to gauge relative success levels with industry peers

Analytics framework: Full outline of tools and metrics available to you to track results

Upcoming dates

Change Timezone:

Oct 18 – Oct 27

Wed - Fri

00:00 - 00:00

$1,595 $1875

Nov 29 – Dec 08

Wed - Fri

00:00 - 00:00

$1,595 $1875

Class schedule & times

Week 1

Class 1

Module 1

00:00 - 00:00

Class 2

Module 2

00:00 - 00:00

Week 2

Class 3

Module 3

00:00 - 00:00

Class 4

Module 4

00:00 - 00:00

Week 1

Class 1

Module 1

00:00 - 00:00

Class 2

Module 2

00:00 - 00:00

Week 2

Class 3

Module 3

00:00 - 00:00

Class 4

Module 4

00:00 - 00:00

Trainers

Course trainer

Andrew McCauley

Andrew McCauley is the original Social Media Bloke. Named as #17 ?Most Influential Social Media Marketer ? by BuzzSumo in Nov, 2016, one of the 'top 100 Most Influential Twitter Users' by Forbes and an Amazon best selling author.

Course trainer

Kristin Kane Ford

Kristin has been involved in social media and marketing since 2007. She is the owner of a social media and social recruitment business. Kristin has been speaking and training on social media since 2010 and has been recognized in many media outlets.

Course trainer

Daphne LeBlanc

Daphne is a social media consultant who has over 5 years of training, coaching and workshop experience. With over 15 years of experience in the social media and web-based marketing fields, she is the perfect fit for teaching Imparture courses.

Course trainer

Jacqueline Boone

Jacqueline is a Lead Trainer & International Business & Digital Marketing Consultant who has utilized her rich seam of experience to teach & deliver compelling content across a variety of disciplines, including marketing, recruitment, sales and analytics.

Course trainer

Joanne Scholtz

Joanne’s career in media and marketing has spanned over 25 years in which she has been involved in various roles, including marketing at Microsoft, launching the GroupM digital media division, Interaction, in South Africa and media director and strategist positions in several agencies. In her current role at Digital Warrior she assists brands, online publishers or digital and media agencies, in developing channel and/or digital media, social and marketing strategies, strategic account leadership, digital audits and training.

Trainer

Liza Hall

As a digital marketing specialist with experience in marketing strategy, content management and social media management, I've found my role in coaching as the most rewarding. My passion is working with SME's and business owners. Besides forming ongoing new relationships, gaining insights from the diverse industry exposure has been enlightening and contributed to my expertise. The most rewarding aspect of being a coach is to share my knowledge, and empower others to take ownership of their marketing activities for self-sufficiency and sustainable growth.

FAQs

Will I receive any certification after completing the course?

A certificate as proof of your attendance on the course is available on request.
How can I pay?

We accept payment via Credit Card, Debit Card, BACS, Cheque or Invoice.
Will the same trainer be leading each module?

No, the trainer may vary for each of the modules related to this online course based on their expertise.
When will I receive my log-in details?

You will receive full log-in details and clear step-by-step instructions to join the Online Learning course seven days prior to the first class.
Do I need to share my video during a class?

You will be able to see your trainer via a video stream, together with most other delegates joining you on the class. However, it is completely up to you as to whether you share your own video.
What equipment do I require?

A laptop with browsing capabilities; a webcam and microphone to participate in group exercises.

I'm interested

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Marketing & Advertising.

100% Delivered Live!

Course overview

Key learning benefits