Course curriculum

  • 1
    Welcome
    • Welcome to Social Media College’s course on LinkedIn marketing!
    • Connect with Us
  • 2
    1. Introduction to LinkedIn Marketing
    • Chapter Overview: Introduction to LinkedIn Marketing
    • Learning Objectives
    • 1.1 LinkedIn Background
    • 1.1.1 Introduction to LinkedIn
    • 1.1.2 LinkedIn Audience Size
    • 1.1.3 LinkedIn Engagement
    • 1.1.4 LinkedIn Key Milestones
    • 1.2 LinkedIn Benefits
    • 1.2.1 Overview of LinkedIn Benefits
    • 1.2.2 Promoting LinkedIn Content
    • 1.2.3 Target Users By...
    • 1.2.4 Reach on LinkedIn
    • 1.2.5 Thought Leadership
    • 1.2.6 Content Creation Top 10
    • 1.3 The Value of LinkedIn
    • 1.3.1 Finding Value in LinkedIn
    • 1.3.2 Finding Value in LinkedIn
    • 1.3.3 LinkedIn is for Everyone
    • 1.4 Summary
    • 1.4.1 Chapter Recap
    • Chapter 1 Quiz
  • 3
    2. The LinkedIn Landscape
    • Chapter Overview: The LinkedIn Landscape
    • Chapter Intro
    • Learning Objectives
    • 2.1 Anatomy of the Platform
    • 2.1.1 Quote from LinkedIn
    • 2.1.2 How Content is Selected
    • 2.1.3 Content on your LinkedIn Feed
    • 2.1.4 Recommended Content
    • 2.1.5 Mentioned in the News
    • 2.1.6 Sponsored Content
    • 2.1.7 Customising your Feed
    • 2.1.8 Member Profiles
    • 2.1.9 Company Pages
    • 2.1.10 Member Profiles vs Company Pages
    • 2.1.11 Inbox & Messaging
    • 2.1.12 Groups
    • 2.2 The Search Function
    • 2.2.1 Search Bar
    • 2.2.2 Advanced Member Search
    • 2.2.3 Hashtags
    • 2.3 The LinkedIn Algorithm
    • 2.3.1 How Content is Selected
    • 2.3.2 What Does The Algorithm Do?
    • 2.3.3 How does the LinkedIn Algorithm Work?
    • 2.3.4 Post Prioritisation
    • 2.3.5 Managing the Algorithm
    • 2.3.6 Finding Value in LinkedIn
    • 2.4 Summary
    • 2.4.1 Chapter Recap
    • Chapter 2 Quiz
  • 4
    3. Creating Great Content
    • Chapter Overview: Creating Great Content
    • Chapter Intro
    • Learning Objectives
    • 3.1 Content Strategy
    • 3.1.1 The Power of Brands
    • 3.1.2 Search
    • 3.1.3 Social Media
    • 3.1.4 The Customer Purchase Funnel
    • 3.1.5 Content at each Stage
    • 3.1.6 Buyers Stages On Linkedin
    • 3.2 Effective Content Creation
    • 3.2.1 Three Steps to Effective Content Creation
    • 3.2.2 Identify your Goals
    • 3.2.3 Identify your Audience
    • 3.2.4 Select Content Types
    • 3.2.5 Created Content
    • 3.2.6 Curated Content
    • 3.2.7 Co-created Content
    • 3.3 Content Formats
    • 3.3.1 Top Content Formats
    • 3.3.2 LinkedIn Articles
    • 3.3.3 Publish via LinkedIn Publishing
    • 3.3.4 Best Practice for LinkedIn Articles
    • 3.3.5 LinkedIn Articles
    • 3.3.6 Blog Links
    • 3.3.7 Documents
    • 3.3.8 Best Practice for Images
    • 3.3.9 Image Sources
    • 3.3.10 Best Practice for Infographics
    • 3.3.11 Infographic Tools
    • 3.3.12 Best Practice for Videos
    • 3.3.13 Using Videos to Stand Out
    • 3.3.14 Native LinkedIn vs YouTube Videos
    • 3.3.15 Using the Right Content Format
    • 3.4 Techniques for Great Content
    • 3.4.1 Provide Value to your Audience
    • 3.4.2 5 step content process
    • 3.4.3 Educate
    • 3.4.4 20th Century Fox
    • 3.4.5 Using Video for Promotion
    • 3.4.6 Inspire
    • 3.4.7 The Crucial Ingredient for Great Content
    • 3.4.8 The GaryVee Model
    • 3.4.9 Creating Great Content
    • 3.5 Summary
    • 3.5.1 Chapter Recap
    • Chapter 3 Quiz
  • 5
    4. Developing an Effective Personal Profile
    • Chapter Overview: Developing an Effective Personal Profile
    • Chapter Intro
    • Learning Objectives
    • 4.1 Anatomy of a Personal Profile
    • 4.1.1 Quote
    • 4.1.2 Importance of building up a good profile - Andrew Ford
    • 4.1.3 Importance of your profile - Nathanial Bibby
    • 4.1.4 Member Profiles
    • 4.1.5 Profile Picture
    • 4.1.6 Guidelines for your photo - Gerard Holland
    • 4.1.7 Write a Compelling Headline
    • 4.1.8 Write a Compelling Headline - Nathanial Bibby
    • 4.1.9 Write a Compelling Headline - Gerard Holland
    • 4.1.10 Quote
    • 4.1.11 Background Image
    • 4.2 How to Appear in Search Results
    • 4.2.1 Include a Personal Summary
    • 4.2.2 Optimise your Summary for Keywords
    • 4.2.3 Write an Effective LinkedIn Summary - Nathanial Bibby
    • 4.3 Convey Authority
    • 4.3.1 Add Rich Media
    • 4.3.2 Work experience section guidance - Gerard Holland
    • 4.3.3 Ask for Recommendations
    • 4.3.4 Build Social Proof - Nathanial Bibby
    • 4.3.5 Getting Recommendations - Nathanial Bibby
    • 4.4 LinkedIn Premium Plans
    • 4.4.1 LinkedIn Premium Subscriptions
    • 4.4.2 LinkedIn Premium Business
    • 4.4.3 Sales Navigator
    • 4.4.4 LinkedIn Sales Navigator
    • 4.5 Summary
    • 4.5.1 Chapter Recap
    • Chapter 4 Quiz
  • 6
    5. Marketing through your LinkedIn Profile
    • Chapter Overview: Marketing through your LinkedIn Profile
    • Chapter Intro
    • Learning Objectives
    • 5.1 Grow your Network
    • 5.1.1 Who to Connect with on LinkedIn
    • 5.1.2 Browse Recommended Connections
    • 5.1.3 Using LinkedIn Search
    • 5.1.4 Using Linkedin Search - Nathanial Bibby
    • 5.1.5 Browsing Company Employees
    • 5.1.6 Find Nearby
    • 5.1.7 Join Groups
    • 5.1.8 Promote your Profile
    • 5.1.9 Create a LinkedIn Badge
    • 5.1.10 Searching for Good Connections - Andrew Ford
    • 5.1.12 Connection Milestone - Nathanial Bibby
    • 5.1.13 Have a Niche - Nathanial Bibby
    • 5.1.14 Grow your Network - Gerard Holland
    • 5.1.15 100 Connections - Gerard Holland
    • 5.2 Engage with your Network
    • 5.2.1 Engage with your Feed
    • 5.2.2 Engage With Your Feed - Gerard Holland
    • 5.2.3 Three Steps to Leveraging Groups
    • 5.2.4 Messaging Connections
    • 5.2.5 Messaging Connections - Nathanial Bibby
    • 5.2.6 Message Structure
    • 5.2.7 Talking to Prospects - Nathanial Bibby
    • 5.2.8 Be Helpful - Andrew Ford
    • 5.3 Publish Content
    • 5.3.1 The Purchase Funnel
    • 5.3.2 Purchase Funnel Case Study
    • 5.3.3 Posting Frequency
    • 5.3.4 Posting Frequency - Gerard Holland
    • 5.3.5 Posting Frequency
    • 5.3.6 Posting Frequency - Nathanial Bibby
    • 5.3.7 Provide your Network with Value
    • 5.3.8 Create Engaging Content - Nathanial Bibby
    • 5.3.9 Tags and Hashtags
    • 5.3.10 Tags and Hashtags - Nathanial Bibby
    • 5.3.11 Organic Reach - Nathanial Bibby
    • 5.3.12 LinkedIn Articles
    • 5.4 Summary
    • 5.4.1 Chapter Recap
    • Chapter 5 Quiz
  • 7
    6. Marketing from the Company Page
    • Chapter Overview: Marketing from the Company Page
    • Chapter Intro
    • Learning Objectives
    • 6.1 Setting up Company Pages
    • 6.1.1 Setting up your Company Page
    • 6.1.2 Upload Profile Picture and Banner
    • 6.1.3 About Us Section
    • 6.1.4 Key Fields
    • 6.1.5 Build a Career Page
    • 6.1.6 Showcase Pages
    • 6.1.7 Creating a Showcase Page
    • 6.2 Grow your Network
    • 6.2.1 Post Content Regularly
    • 6.2.2 Post Content Regularly
    • 6.2.3 Anatomy of an Update
    • 6.2.4 Audience Targeting
    • 6.2.5 Edit Image & Title on Shared Links
    • 6.3 Set Strategic KPIs
    • 6.3.1 Case Study: Online Art Store
    • 6.3.2 Campaign Planning
    • 6.3.3 Online Art Store Campaign
    • 6.4 Create Employee Advocacy
    • 6.4.1 Quote
    • 6.4.2 Why Leverage Employee Advocacy?
    • 6.4.3 Create Social Media Leaders
    • 6.4.4 Get Employee Buy-in
    • 6.4.5 LinkedIn Elevate
    • 6.4.6 Employee Advocacy Success
    • 6.4.7 Create a Social Media Policy
    • 6.5 Set up Groups
    • 6.5.1 LinkedIn Groups for Companies
    • 6.5.2 Choose a Relevant Topic
    • 6.5.3 Set up Message Templates
    • 6.5.4 Invite Connections
    • 6.5.5 Grow the Group
    • 6.5.6 Three Steps to Leveraging Groups
    • 6.5.7 Moderate the Group
    • 6.6 Summary
    • 6.6.1 Chapter Recap
    • Chapter 6 Quiz
  • 8
    7. LinkedIn Paid Advertising
    • Chapter Overview: LinkedIn Paid Advertising
    • Chapter Intro
    • Learning Objectives
    • 7.1 Advertising on LinkedIn
    • 7.1.1 Advertising Formats on LinkedIn
    • 7.1.2 Sponsored Content
    • 7.1.3 Adobe Case Study
    • 7.1.4 Adobe Case Study Results
    • 7.1.5 Sponsored inMail
    • 7.1.6 Duke University Case Study
    • 7.1.7 Duke University Case Study Results
    • 7.1.8 Text Ads
    • 7.1.9 Lead Generation Forms
    • 7.2 Setting up a LinkedIn Campaign
    • 7.2.1 Seven Steps for Creating LinkedIn Campaigns
    • 7.2.2 Set up Your Campaign
    • 7.2.3 Select Target Audience
    • 7.2.4 Select Ad Format
    • 7.2.5 Ad Placement
    • 7.2.6 Select Budget & Schedule
    • 7.2.7 Conversion Tracking
    • 7.2.8 Create a New Ad
    • 7.3 Optimise your Campaign
    • 7.3.1 Compare Clickthrough Rates
    • 7.3.2 Split Test
    • 7.3.3 Review Target Audience
    • 7.3.4 Installing the LinkedIn Insights Tag
    • 7.4 Summary
    • 7.4.1 Chapter Recap
    • Chapter 7 Quiz
  • 9
    8. LinkedIn Community Management
    • Chapter Overview: LinkedIn Community Management
    • Chapter Intro
    • Learning Objectives
    • 8.1 Purpose of Community Management
    • 8.1.1 Quote
    • 8.1.2 Importance of Community Management
    • 8.1.3 Best Practices
    • 8.1.4 Social Listening
    • 8.1.5 Benefits of User Generated Content
    • 8.1.6 How to Encourage User Generated Content
    • 8.1.7 Importance of being engaged and what to outsource - Andrew Ford
    • 8.2 Managing Company Pages
    • 8.2.1 Build your Community
    • 8.2.2 Engage with Emerging Trends
    • 8.2.3 LinkedIn Mobile Admin
    • 8.3 Managing Personal Interactions
    • 8.3.1 Empower Staff
    • 8.3.2 Be Engaged
    • 8.3.3 Be Timely
    • 8.4 Summary
    • 8.4.1 Chapter Recap
    • Chapter 8 Quiz
  • 10
    9. LinkedIn Analytics
    • Chapter Overview: LinkedIn Measurement
    • Chapter Intro
    • Learning Objectives
    • 9.1 Analytics in LinkedIn
    • 9.1.1 Quote
    • 9.1.2 Focus on business and ROI - Nathanial Bibby
    • 9.1.3 Value of network is metric of success - Gerard Holland
    • 9.1.4 Types of LinkedIn Analytics
    • 9.2 Member Profile Analytics
    • 9.2.1 Using LinkedIn Analytics as an Individual
    • 9.2.2 Advanced Analytics on Articles & Posts
    • 9.2.3 Analytics on your Profile
    • 9.2.4 Third Party Plugins
    • 9.3 Company Page Analytics
    • 9.3.1 Analysing Company Page Performance
    • 9.3.2 How to Use LinkedIn Analytics
    • 9.3.3 Visitor Page
    • 9.3.4 Update Page
    • 9.3.5 Follower Page
    • 9.3.6 Activity Dashboard
    • 9.3.7 Connect your Customer Relationship Manager (CRM)
    • 9.4 Measure Against Strategy
    • 9.4.1 Key LinkedIn Metrics
    • 9.4.2 Measure and Report against your Strategy
    • 9.4.3 Case Study: Online Art Store
    • 9.5 Summary
    • 9.5.1 Chapter Recap
    • Chapter 9 Quiz