LIVE, TRAINER-LED CLASS
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
-
Find your audience. Build a robust understanding of LinkedIn’s ad targeting options
- Maximize visibility of your updates. Discover LinkedIn content strategy best practice
-
Boost your LinkedIn ads strategy. Learn tried-and-test campaign strategy frameworks
- Advanced analytics.Measure the success of your LinkedIn campaigns
COURSE INFO
WHAT MAKES OUR COURSE UNIQUE?
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.
WHAT TO EXPECT
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 personalized 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.
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.
FULL DAY COST: $1,595 (Save 15% Early bird price)
Teams: POA
DATES AND TIMES:
11 September - 20 September: Wednesday - Friday 08:00 - 09:30 CET
30 October - 08 November: Wednesday - Friday 08:00 - 09:30 CET