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

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

Class 2: LinkedIn Company Pages, Groups & Analytics
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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
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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
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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
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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
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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
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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
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Subscription packages
Premium subscriptions: Full overview and recommendations for different levels of sign-up

Class 3: LinkedIn Paid Strategy, Targeting & Ad Types

Class 3: LinkedIn Paid Strategy, Targeting & Ad Types
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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
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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
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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
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Sponsored Ads
Technical overview: Understanding the mechanics of Sponsored Ads
Best practice: Detailed checklist for driving top performance levels
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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
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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

Class 4: LinkedIn Ads Creative, Budgeting & Analytics
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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
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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
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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
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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
Upcoming dates
Change Timezone:
Class schedule & times
Class schedule & times
Trainers
FAQs
FAQs
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Will I receive any certification after completing the course?
A certificate as proof of your attendance on the course is available on request.
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How can I pay?
We accept payment via Credit Card, Debit Card, BACS, Cheque or Invoice.
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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.
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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.
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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.
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What equipment do I require?
A laptop with browsing capabilities; a webcam and microphone to participate in group exercises.
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