Social Media College

Module Overview: Introduction to LinkedIn Marketing

LinkedIn Audience Size

LinkedIn Engagement

Let's Talk! How do you do LinkedIn?

The Value of LinkedIn

LinkedIn Benefits

Promoted LinkedIn Content

Target Users By ...

Reach on LinkedIn

Thought Leadership

Personal and Company Pages

LinkedIn is for Everyone

Let's Do It! Introducing ... You

Let's Review

Module 1 Conclusion

Module 1 Quiz

The LinkedIn Landscape

How Content is Selected

Your LinkedIn Feed Content

Recommended Content

Mentioned in the News

Sponsored Content

Customising Your Feed

Let's Do It! Using Unfollow to Improve Your Feed

Member Profiles

Company Pages

Inbox, Messaging and Video Meetings

Groups

The Search Function

Hashtags

Let's Do It! #dreamjob

The LinkedIn Algorithm

What Does The Algorithm Do?

How does the LinkedIn Algorithm Work?

Post Prioritisation

Managing the Algorithm

Finding Value in LinkedIn

Let's Review

Module 2 Conclusion

Module 2 Quiz

Creating Great Content

Content Strategy

Search vs. Social Media

The Buyer/Audience Stages Funnel

Approaching Clients on LinkedIn

Let's Talk! Don't You Hate it?

Effective Content Creation

Define your Goals

Identify your Audience

Audience Persona Canvas with Example

Select Content Types

Created Content

Curated Content

Co-created Content

Let's Do It! Some Awesome Content

Content Formats

Publish via LinkedIn Publishing

LinkedIn Articles

Blog Links

Documents

Best Practice for Images

Image Sources

Best Practice for Infographics

Infographic Tools

Best Practice for Videos

Using Video to Stand Out

Native LinkedIn vs YouTube Videos

Using the Right Content Format

Let's Do It! OK, Video Works, Maybe.

Content Purpose

The 5-step content process

Educate

Entertain – Walt Disney Company

Inspire

The Crucial Ingredient for Great Content

The GaryVee Model

Creating Great Content

Let's Review

Module 3 Conclusion

Module 3 Quiz

Developing an Effective Personal Profile

Let's Do It! Optimise Your Profile

Anatomy of a Personal Profile

Importance of a Good Profile – Andrew Ford

Importance of Optimising Your Profile – Nathanial Bibby

Member and Creator Profiles

Profile Picture

Guidelines for Your Photo – Gerard Holland

Write an Interesting Headline

Background Image

Cover Story Video

Name Pronunciation

How to Appear in Search Results

Optimise your Summary for Keywords

Write an Effective LinkedIn Summary

Featured Media

Work experience section guidance

Ask for Recommendations

Getting Recommendations

LinkedIn Premium Plans

LinkedIn Premium Business

LinkedIn Sales Navigator

Let's Review

Module 4 Conclusion

Module 4 Quiz

Marketing Through Your LinkedIn Profile

Grow Your Network

Browse Recommended Connections

Using LinkedIn Search – Nathanial Bibby

Browsing Company Employees

Join and Leverage Groups

Promote your Profile

Create a LinkedIn Badge

Let's Do It! A Badge For You

Searching for Good Connections

Connection Milestone – 500

Have a Niche – Nathanial Bibby

Grow Your Network – Gerard Holland

Get 100 Connections - Gerard Holland

Let's Talk! What's Your Niche and Number?

Engage Your Network

Engage With Your Feed – Gerard Holland

Audience Engagement Hierarchy

Messaging Connections

Moving Conversations Offline

Message Structure

Talking to Prospects – Nathanial Bibby

Be Helpful – Andrew Ford

Let's Do It! Your Choice of Engagement

Posting Frequency

Posting Frequency – Andrew Ford

Create Engaging Content – Nathanial Bibby

Tags and Hashtags – Nathanial Bibby

Organic Reach – Nathanial Bibby

Let's Review

Module 5 Conclusion

Module 5 Quiz

Marketing from the Company Page

Setting up Company Pages

Upload Profile Picture and Banner

About Us Section

Build A ‘Life’ Page

What is an Affiliate Page?

Let's Do It! Rate a Company Page

Grow Your Network

Post Content Regularly

Anatomy of a Company Update

Audience Targeting

Edit Image and Title on Shared Links

Organic Content Strategy Template and Example

Scheduling and Content Calendars

Create Employee Advocacy

Create Social Media Leaders

Get Employee Buy-in

Let's Talk! Do you Engage?

Employee Advocacy Tools

Create a Social Media Policy

Let's Do It! Find That Policy!

Set up Groups

Choose a Relevant Topic

Grow the Group

Three Steps to Leveraging Groups

Moderate the Group

Let's Talk! Are you a Groupie?

Let's Review

Module 6 Conclusion

Module 6 Quiz

LinkedIn Paid Advertising

Promoted Content

Sponsored Messaging

AstraZeneca Case Study

Text Ads

Lead Generation Forms

Boosting Posts

Let's Do It! Rate an Ad

Setting up a LinkedIn Campaign

Select Target Audience

Choose Ad Format

Ad Placement

Select Budget and Schedule

Conversion Tracking

Create a New Ad

Let's Do It! Your First Campaign?

Optimise Your Campaign

A/B Test

Review Target Audience

Installing the LinkedIn Insights Tag

Paid Advertising Strategy Template and Example

Let's Review

Module 7 Conclusion

Module 7 Quiz

LinkedIn Community Management

Purpose of Community Management

Best Practices

Social Listening and Community Hashtags

Benefits of User Generated Content

Importance of Being Engaged and What to Outsource – Andrew Ford

Content Suggestions and Trending Topics

Invite Connections

Be Engaged

Be Timely

Let's Do It! Let's Get Engaged!

Let's Review

Module 8 Conclusion

Module 8 Quiz

LinkedIn Analytics

Analytics in LinkedIn

Focus on Business and ROI – Nathanial Bibby

Value of Network is Metric of Success – Gerard Holland

Member Profile Analytics

Third Party Plugins

Let's Do It! Analyse Yourself!

Company Page Analytics

Visitor Page

Update Page

Follower Page

Activity Dashboard

Connect your Customer Relationship Manager (CRM)

Measure Against Strategy

Key LinkedIn Metrics

Reports – What to Include

Let's Talk! What's Your First Step?

Let's Review

Module 9 Conclusion

Module 9 Quiz

Self-assessment and Feedback

Next Steps