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Lydian Stone

LinkedIn Organic Marketing

About this course

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

  • Intermediate
  • 3h
  • 2 classes
  • 6 credits
  • Live, trainer-led class
  • Interactive group exercises
  • One-to-one mentorship
  • Unlimited access

Learning outputs

Lydian Stone

Course overview & classes

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Course Overview

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

Build a smart, targeted strategy and get yourself set up with compelling profile page. Discover how to build a targeted network of relevant contacts, and make best-practice use of LinkedIn’s search and messaging tools. Gain expert guidance on establishing and managing company pages, plus use LinkedIn Pulse to become a content powerhouse. Broaden your reach through the use of groups and measure success with LinkedIn’s analytics tools.

Book this course to take your LinkedIn marketing 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


    • 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


    • 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


    • 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: 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


    • 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


    • 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


    • 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


    • 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


    • 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


    • 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


    • 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


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

Course Trainers

Learn from our skilled trainers, with hands-on experience from the front-line.