Business Marketing Strategy: How to Win on LinkedIn | Sue Keogh | Skillshare

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Business Marketing Strategy: How to Win on LinkedIn

teacher avatar Sue Keogh, Director and agency owner, Sookio

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.



    • 2.

      Understanding LinkedIn


    • 3.

      Identifying Your Brand Objectives


    • 4.

      Perfecting Your Profile


    • 5.

      Engaging Your Audience


    • 6.

      Accelerating Your Sales


    • 7.

      Using LinkedIn to Attract Top Talent


    • 8.

      Mistakes to Avoid


    • 9.

      Final Thoughts


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About This Class

Develop a successful marketing campaign strategy on LinkedIn with director and agency owner, Sue Keogh! 

If your company’s LinkedIn could use a refresh, you’re in good company—no pun intended! Many brands underutilize this powerful marketing tool designed for brand recognition and audience engagement. Join Sue as she analyzes case studies and shares best practices to inspire your new and improved marketing strategy on LinkedIn. 

Together with Sue, you will learn how to:

  • Understand how you can utilize LinkedIn in your brand strategy 
  • Identify your brand objectives 
  • Perfect your profile to attract your target audience 
  • Engage your existing audience 
  • Accelerate your sales 
  • Use LinkedIn to attract top talent 
  • Avoid mistakes and adopt LinkedIn etiquette 

Whether you’re a marketing associate or chief of marketing at your company, this class will equip you with the strategies and best practices to win on LinkedIn! 


Sue’s class is designed for employees on marketing teams, but all students are welcome to enjoy. 

Meet Your Teacher

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Sue Keogh

Director and agency owner, Sookio


Hi everyone!

I'm Sue Keogh, founder of an award-winning UK digital marketing agency and a content producer for the BBC, ITV, Magic FM, Yahoo, AOL and more.

I love sharing my knowledge and experience with others, and have trained thousands of companies and business leaders around Europe in all aspects of the digital landscape. People like the University of Cambridge, Sony, and the UK government.

Now, with the power of Sookio School - and Skillshare! - I'm going to share this knowledge with you!  

The courses I have created are all designed to help you learn valuable new skills. They're full of helpful hints and expert tips and will give you the boost you need to help your business grow.

I hope you enjoy my courses – and I look forward to... See full profile

Level: All Levels

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1. Introduction: I think LinkedIn for a lot of brands is a bit of a sleep ahead. Just sits there a bit forgotten about, a bit unloved. But it offers such an amazing opportunity to get your brand out there and get people understanding you, getting interested in you. It helps you reach this different audience and a different mindset. Hi, my name is Sue Keogh and I'm the founder of an award-winning marketing agency in the UK. In this class, I want to show you how to win on LinkedIn [MUSIC]. In preparation for this class, I thought I'd take a little look back to see when I joined LinkedIn myself and I found out it was actually 2006. In the early years, I was freelance while I use it to stay visible and to build my network, which is really, really important. But nowadays we advise clients in all sectors, all shapes and sizes, in how to run really effective marketing campaigns on LinkedIn. What I really love about LinkedIn is that people are talking in a slightly more grown-up mindset. It's almost like you're dressed for work when you're on LinkedIn. People are having more professional conversations, they're not hiding behind anonymous accounts. Businesses are able to put themselves out there in the best light and really give people a taste of their company culture. What's going on behind the scenes. In today's class, you're going to learn all about sharpening your LinkedIn strategy. What I'm going to do is break LinkedIn down into three different objectives. We're thinking about jobs, were thinking sales and lead generation, and then also engagements. How you can encourage positive sentiment about your business through using LinkedIn. Along the way, I'm going to give you a few pointers on etiquette, how to sharpen your profile, all of these things so that your brand is putting itself in the best light on LinkedIn. This class is very much aimed at marketing teams. You're the people on the ground in a business. I want you to get to grips with all these different tactics. You can sharpen up your brand profile and you can also encourage your teams to put themselves out there in a way on LinkedIn that is more effective and run campaigns that really hit the people that you're trying to reach. As we go at the end of each lesson, there'll be an activity and there's a worksheet that goes with it. As you fill it in throughout the class, then this will help you build a framework for your new refreshed, revitalized LinkedIn strategy. I'd love you to share your worksheet in the project gallery so that I can provide feedback. That's really helpful for other people to learn too. If you're all set and you've got LinkedIn open, you've got your worksheet ready. I think it's time to start. 2. Understanding LinkedIn: In this lesson, I'm going to be introducing you to LinkedIn. The thing is, I know it's not going to be a platform that you're totally unfamiliar with. But there have been a few shifts over the years. What I want to get across is why now? I've got really good case study coming up of a brand which puts its CEO front and center to get the very best out of LinkedIn. Over the years, it's amassed an incredible amount of people, so there's 657 million people on the platform, over 30 million companies, I think 154 million and counting people have a profile in the US. Although it's generally seen as a platform for people over 35, younger people are getting in on the action as well and we've seen a couple of big shifts lately. One of these is around personal profiles, and this is where LinkedIn is really put an emphasis. It used to be about groups, but I've run a lot of groups myself on LinkedIn, and they're now so buried in a platform I can barely find them myself. Whereas the personal profile is just front and center, that's the content that LinkedIn is amplifying and then the other thing is around paid campaigns, so you couldn't do that in the early years, but you can now and it is a little bit more expensive than advertising on the other social media platforms, but it's really, really effective. A side benefit of all this focus on a personal profile, is that you're really talking to people who's showing their authentic identity, so they're not hiding behind anonymous accounts. It's very much a conversation that you might be having with someone actually in the workplace. If you think about Facebook, Instagram is a little bit more informal, bit more relaxed, the conversation you might have with someone in their home or in a social environment. Whereas LinkedIn, it's a little bit more like you're dressed for work and these are the conversations that you have. This leads to lots of discussion around thought leadership, lots of insights from businesses and how they operate. There's people talking about the future of work innovation, where your industry's going, what's on the horizon, all of that stuff. It makes a really, really insightful, intelligent place to have a discussion as opposed to some of the other social media platforms where some of the content is a little bit more throwaway. LinkedIn is full content that's really going to last and give people a really positive impression of your brand. Throughout this class, I've got some really good case studies for you that will give you inspiration and so use some of the tactics that I'm going to talk about in practice. I'm going to start off with underwear brand Spanxs, they're really interested because they use their CEO, Sara Blakely, at the center of all our activity. They've actually got two company profiles that they really push. They've got the company page and then they've got her profile. As you see, as you look around, she is everywhere. She's very visual. She's got some strong imagery. She's got this recurring theme where she holds up a mug with a different motivational message each time. We're not quite sure where she stores them, but [LAUGHTER] that's her problem. Then she also shares information about learning opportunities, events going on, all of that stuff. It's not just a vanity exercise, you're not just following her and just thinking, well, she looks like an interesting person. You're actually getting something of value as well. Then they take you behind the scenes and show you a little bit about company culture in their life section and they've also got loads of jobs. LinkedIn is of course, a brilliant platform for finding work and for advertising job vacancies and they use that really well. Just some of what they do is they have a high volume of activity and it's coming from two different directions as well as the company page and the CEO. It's very visual. Visual content is always going to be really shareable on any social media platform, not just LinkedIn. They've got these recurring themes as well that they just push all the time around women in business, empowerment and it's really effective in getting that message out there. They're just continually going at it, so they're always staying front of mind. Why is this so effective? Well, firstly, it's showing the human side of the business. It's not just faceless empty statements. Secondly, it's very sharable content. This is really going to amplify the reach. Then thirdly, it's really defining LinkedIn as opposed to their other platforms. LinkedIn is for business talk. It's talking about the business side of the business where something like Instagram is where they'll promote the product and they'll really talk about the product there and market very directly to consumers. Whereas on LinkedIn, they're talking to people with an interest in the business itself and how it's run. In your own business this is a really good approach to take. If you've got someone is already full of insights and loves getting out there and love sharing their thoughts and experiences, then LinkedIn is really going to elevate that and that's going to amplify your reach and get you seen by so many more people who've got an interest in your company. We come into the first activity in this class and what we'll be doing as we go is filling in the worksheet and then this will give you a framework for strategy which we'll upload into the project gallery at the end. Think about your own leadership team, who's a natural fit for LinkedIn? Who could you be getting out there being the face of your brand, your business? Then what are those cool messages going to be that they'll be returning to again and again. 3. Identifying Your Brand Objectives: Now we're going to look at identifying your objectives, and as you know, with any marketing strategy, unless you start off with some clear goals in mind you're not really going to achieve the results that you want. You might have a lot of fun along the way, [LAUGHTER] but it's not really going to be aligned with your business goals. You might be thinking, well, we've been on LinkedIn for some time now. What is there that really needs to change? But lots of things will have changed. Your business will have grown and developed. You'll have developed your business goals in line with that. Then also there's new features that's been added. So it's really important to take a fresh look at the platform and your approach. Let's start with some really clear questions that you can ask yourself so we can refine the strategy together. First of all, you need to ask yourself what are your goals? What are you actually trying to achieve, and what are your KPIs going to be, your key performance indicators, and how quickly do you want results? Are you happy with kind of slow growth building that organic community, or do you want to use some paid activity to really accelerate results? Next you want to be thinking about who you're trying to reach, who is your audience, and why would LinkedIn in particular be a good platform for reaching them. It's also useful just to note down who you're not trying to reach. So you can't do everything in one platform. Try and put some boundaries on it and try and define your target audience on the platform. Your next question is, where does LinkedIn sit? No marketing channel acts in isolation. Is it going to be your core channel or is it going to compliment others, and how are you going to make the content, the activity, the posts? How you're going to make all of that distinct to your other social media marketing activity? I'd like you also to ask yourself what resources you have. Who's on your team? Who's going to be a really good fit for LinkedIn? Then what about assets? Are you quite a visual company? Have you got lots of video content you can repurpose? A really great image library? And what about tools? Do you already use anything that you can use even more effectively to streamline your approach? Maybe it's around measurement, maybe it's around scheduling, anything to save you time so you can really keep your focus on the strategy itself. The last thing I'd like you to consider is your content objectives. Are you going to inspire through your content? Are you going to educate people about your business? Is it about conversion? Maybe getting people to actually apply for jobs at your place? Or is it just about engagement and getting people to be interested in your company? I've got a really handy little matrix from a company called Smart Insights that I've included in the worksheet so you can spend a bit more time going through this at your own pace. Just as an extra bonus for bonus points, then also note down what you should stop doing, because I think it's always good to have a bit of a pruning exercise and look at your activity and start thinking, well actually, what are the things that aren't getting results so maybe we should stop doing them and spend more time focusing on stuff that we know is going to work. Now let's do an activity and I want you to really think about your own brand and your own goals. Who's the target audience? Who are you trying to reach? What are your business goals? Why are you linked in and how is it going to help you achieve them? Who's on your team? What resources have you got? What about assets? What about wonderful visuals that you can weave into your content? Lastly, your content objectives. Are you going to use LinkedIn to inspire, to engage, to convince, or just educate people about your brand? 4. Perfecting Your Profile : In this lesson, we're going to talk about perfecting your profile both for your team and for your business itself. There's this question I get asked all the time, which is, should we be on a premium version of LinkedIn? My answer is always the same, but unless you get your house in order elsewhere first, it's not going to bring you the results that you want. It's a bit like paying a load of money for a big billboard sign out on the street directing people to your store. But then when people actually get to your store is a bit of a mess. The shopkeeper's really grumpy, and when they get there, it's given them a completely different impression of you. I always think it's really good to sharpen up all those little touch points where people interact with you across the platform. First of all, I'm going to run through your personal profiles and then we'll look at your company page and see how you can work wonders on that as well. First of all, I'm going to look through a profile of someone I know here in UK who does really good job to give you some ideas to get you started. She's got a really bright and colorful profile. You can see she's positioning herself as a thought leader. Her header image is her onstage, and then her profile image is her on a TV set, she's got lots of multimedia in that. This is one of those features that a lot of people don't realize you can do on LinkedIn. You can actually add in documents, you can add in images, all this sort of stuff. She's got lots of posts, a high volume of activity, lots of thought, leadership, lots of insights, lots of opinion. She's really filled out her CV section as well. Is just one of many good examples of a good solid LinkedIn profile. Lots of stuff happening. Let me just break this down for you and particularly looking at personal profiles to start things off and first thing is header images. When LinkedIn, first of all started, it didn't offer these, so people just set their profile and then they didn't realize that you could do it. Then LinkedIn brought in, which meant that lots of people haven't noticed that you can change them. If you don't add a header image on your LinkedIn profile, you just get this kind of dull blue box behind you. There's lots of options here. Maybe you, as a marketing team, maybe you could create some branded headers for people so they don't even have to think about it. This guy here, he's showing a bit of art, just a little bit of a painting that he's got at home. Then encouraged other people in the team to include something personal like that in their LinkedIn header as well. Or someone like Richard Branson. [LAUGHTER] He's a really good example of how in your header image you can show off an impressive achievement. So for him, it was going into space, and so not everybody's done that, of course. If you've got an image of you speaking at an event, maybe you're at a book launch, and you've written a book and you can show it off or your absence at a conference, then that's really good to put in your LinkedIn header. So there's lots of options to choose from. While we're thinking about visuals, then let's talk about your profile picture. It's important to remember here that lots of people are scrolling through their phones and these images are going to come up quite small. It's really good to go for something quite bold and uncluttered and avoid showing too much flesh. I know it's quite obvious, but it can give the wrong impression. Encourage people on your team to wear something that's smart, casual, quite friendly, professional. No shots taken when they are on the beach with cocktail in their hands. There's no hard and fast way of doing it, but something that is professional, warm, approachable anything so that if someone met you in a meeting and they hadn't seen you before, they just knew you from your LinkedIn profile picture they'd recognize you straight away. One thing that's a really good idea to do to help people on their way in coming up with a brilliant profile picture and also a good way of keeping things consistent is to organize a photo shoot. It doesn't have to be anything too complex. You could do it in front of a brick wall, a simple background, maybe if you've got an interesting office environment do it there. But if you organize a photo shoot for your team, then it's a really good way of making sure that everyone's profile pictures are really top notch. It's also a good opportunity to get some of your branding in there. There could be ways that you could weave in your company logo so it appears on everybody's profile pictures and everything looks consistent. There's some thoughts for you on your team profiles. When it comes to your LinkedIn company page, it's the same deal. You're still trying to make a really visual experience to give a really strong first impression. Maybe your header image, you could have your team winning an award. Maybe you've got a really interesting office environment that's really good there. You're probably still using your logo for the profile image though, so that's good for brand recognition. Then see what features are there. There might be product showcases, there might be one of those sections where you can talk about company culture, what it's like to work there. Really explore your company page on LinkedIn, look at it with fresh eyes, how job seekers or potential clients might see it and see if you can give it a bit of a refresh. This leads in really nicely to our next activity, and I want you to look at your company page with fresh eyes. What are your first impressions? Look at it, how others might see you, have a little scroll through the people section and think, are all those pictures consistent? Do people's job titles look consistent in the way they're written? What kind of impression are you forming? As you look around the company page, make a note on the worksheet, if any, opportunities that you can see for improvement. 5. Engaging Your Audience: We've looked at your objectives for using LinkedIn. We've run through profiles and all the different ways you can sharpen them up. Now we're going to go through three core business reasons for using the platform. This is engagement, and it's sales, and it's finding the hottest talent. Kicking off with engagement, I'm going to show you a really established brand, who I'm sure you'll all know, who use LinkedIn to stay front of mind with their customers and generate lots of positive sentiment about their core values. I'm sure that it's a really good idea, not just to bank with them, but to work there too. I'm going to show you how they do this through a really compelling mix of content that's really visual and engaging and really gets their core messages out there. As you can see, we were just talking about hetero images, really bold, really colorful, really says something about them and their values. They have over five posts a week. They're very responsive, so there's no point putting out all of this activity and not responding. They showcase lots of businesses themselves, and they really show that they value diversity in all of their activities. They have quite an interesting mix of content as well in terms of format. Here they're talking about some grants that they're giving out, but then they're using video as well. They really mix it up instead of just making it text posts. Then they take you behind the scenes. Really nice, and they've got a lot of jobs. [LAUGHTER] going. They're using LinkedIn as a really good platform to hire good people. Even that in itself generates engagement because there's something there for people to interact with. Then they come back to their core themes all the time, like diversity and company culture and all these issues around corporate social responsibility, which people want to see in some way that they're thinking of either banking ways or where they might apply for a job. Why is it so effective, and what can you be using in your own marketing activity or LinkedIn to great effect? Firstly, they have this really lovely mix of content. Because it changes all the time, and it's also good quality, it keeps people interested, it keeps people engaged. Also, a video is known as so many bits of research to show that video attracts more engagement in itself. As well as visuals as well as graphics, try and use video content if possible. When people watch video content, they're more likely to share it as well and stay engaged. It really makes an impact. Then they keep on returning to these core messages. It has things to do with diversity. It's their strong ethical values and all of these things that put them in a good light. It gives them stories to share as well. This is something that we know that younger people want to see as well. Younger people, when they're looking at places to go and work, they're really keen on places that have values and strong ethics. It's really good in terms of engagement to get those stories out there. There's lots of jobs, so that encourages engagement as well. What they're doing is making LinkedIn different to their other marketing channels. On LinkedIn, they're having a slightly different tone of voice, they are directing with people in their tone of voice of the business rather than as they were taught directly to customers. They're giving LinkedIn its own identity. The Bank of America that you meet on LinkedIn feels and talks slightly different to the one that you encounter on Facebook and Twitter. In each of these three lessons where we're talking about three core business reasons, engagement and sales, and jobs. I'm going to give you pointers on how you can accelerate results as well. If you want to get to where you want to be that little bit more quickly, then you can try LinkedIn Campaign Manager. This means you are adding budget to the activity which is going to massively increase the reach and allow you to generate lots of leads, get lots of engagement, and then, of course, measure and optimize the activity as well. In comparison with some social media platforms, LinkedIn isn't particularly good [LAUGHTER] on the metrics, so the basic version, it doesn't really give a lot of information away. Whereas as soon as you start paying to run campaigns, then you can track everything much more effectively so you can see what's really getting engagement. Now it's time for an activity, and this one I'm calling steal from the bank." Because what I want you to do is think about Bank of America and their activity on LinkedIn, and think about the approaches that they're taking that you could use. Maybe it's about that strong visual style, or it's about a really engaging mix of formats, or maybe those core themes that you could return to again and again. If you go to your worksheet, jot down a few notes and try to get those thoughts in order. 6. Accelerating Your Sales: In this lesson, we're looking at sales. The beauty of LinkedIn is that you're already talking to people in a professional mindset, which gives you a platform to have slightly more businessy conversations with people. Sometimes you may not even be connected. I'm going to talk you through some really interesting approaches that you can apply to your own business to generate more leads and to generate more sales. A good example of the type of company that uses LinkedIn really well for sales is software. Software technology, people are always looking for ways to work more productively and streamline their efforts. I'm going to give you an example of a software company that uses LinkedIn really well to generate more sales. This company is salesforce and as you can see just from the header, they're really making it clear that they're the leader, [LAUGHTER] really bold, really confident kind of header there. They're saying that they're number 1, but they've put a cute image in there just to soften it a little bit and make the sales come across as a little bit more warm or friendly. They're really good at having product showcases on the company page. They've got different types of software products and then they want you to look through and learn a little bit more about them as well. They have demos so they know being software that if they can get people to take on a free trial or to demo the product, then that really increases the likelihood that they'll go on to buy it and take out a subscription too. Then they also take you behind the scenes a little bit so you get to know the team and they're pushing the diversity message as well. They're talking about their values, who they are as a business of course as well as selling products. It's also going to be a good place for them to hire new people. They really want to talk about their company values as well. They also have lots of lead generation pieces like e-books. That's really good. People will download them, hopefully add their email to a database. Then one thing you'll notice as well is they use really strong visuals, strong images, colorful content that really catches the eye. Why is this so effective as a sale strategy on LinkedIn? Well, first of all, you've got brand recognition. There's a really clear tone of voice. You've seen those visuals that are really effective at grabbing the eye, grabbing the attention. That's a really good way of getting the brand recognized and people familiar and aware of the product. Then lead generation pieces, they're really good for generating leads fully enough. There's lots of that going on as well. Then video demos, so people can try out the Software anytime of day or night. Then that of course, leads to more people signing up. They want to take it a step further. They could try Sales Navigator. This is your option for accelerating results. This is going to put you in front of people that you might not be connected to already. It will allow you to research more effectively. You can dig out potential prospects in a way that you can't quite do to the same depth just with the organic activity. It really does allow you to reach sales targets more effectively. I've got a couple of tips for you on this as well on Sales Navigator. If you spend a bit of money on it, then you just want to really make sure that you get the best results. First of all, it's to look at the data. Sales Navigator is going to give you just as wealth of data. Make sure you keep an eye on it and see if that thing works, I'm going do more of it. If that's not bringing these results, then we'll cut it back. As well as have a chat with your sales team and tell him how off-putting it can be when they're a bit too pushy. I find it personally myself, some will connect then within five minutes then they're pouncing into my DMs and they're trying to sell me their product. Then quite often it can put you off straight away. Tell them a little bit about etiquette and nurturing leads in the same way that you would if it was face-to-face just because it's digital platform doesn't make it any different. We've looked at how you can use LinkedIn for your sale strategy. In this activity, I want you to think about what's going to bring your commercial a success as well. Let's say you run a paid campaign, what would it promote? Would it be jobs? Would it be to generate leads or would it be to promote something else? Go to your worksheet and take down some notes. 7. Using LinkedIn to Attract Top Talent: This lesson is all about using LinkedIn to attract top talent. You want the brightest and the best to apply to work at your organization and with LinkedIn being the platform for professionals, it makes a lot of sense that you use it for hiring as well. Done well, it's going to save you a lot of time. There's all these different ways that you can streamline your approach using automation, template responses, this kind of thing. If you put a bit of budget behind it, then it's going to amplify your reach to make it more likely that you can find the best people that you target them perhaps, and they see your job ad in the first place. Then there's a side benefit as well that it's actually quite good for marketing. When you use LinkedIn for promoting jobs, then it gets this good news story out there that you're hiring, business is doing well, and that you're looking for good people to apply to come work at your organization. The example I'm going to use to walk you through all of this, is from FedEx and this is a company that does a lot of hiring. They've got a global workforce of hundreds of thousands of people and keeping this topped up must be quite a challenge, particularly in an industry that's not that sexy, like logistics. Let's have a look at their LinkedIn activity and see how they go about finding top talent. I think the message that comes through and everything is join our team. You've got this really bold header image. You've got the company overview where they really talk about their people and their values and what they do and a strength of their team and then they're using the jobs mechanism to post job ads. You can look around, you can see the thousands of jobs on offer. There's a lot going on and you can look at the job title, the description, the salary, where it's based. The thing I really like about FedEx's LinkedIn activity is that they place people at the forefront of everything they do. They've got stories from couriers showing a day in a life. They've got the leadership team sharing insights and it really gets across this idea that it's a good place to work with a solid company culture. What are they doing here that's making their LinkedIn strategy for recruitment so effective? First of all, they're putting people front-and-center in all of their posts and telling their stories and you'll see the team FedEx hashtag used quite widely as well. The content itself is quite visual and they really, really mix it up so you get lots of variety all the time. There's a clear call to action in their about page leading people to sign up and then if you're going to use it for recruitment strategy, then start posting jobs, so they've got thousands of them to explore and hopefully you'll find something that fits with your skill set and you'll go on to apply. Then you've got the abundance of posts, which means that LinkedIn is the platform that people will go to when they're thinking of applying for a job with FedEx. That's what they do and let's think about why it's so effective. Firstly, it's about consistency. They talk about their employees in this positive tone of voice all the time and it really gets that message across that they really care about the people who work for them. Then they tag people, they add hashtags. This is great for extra engagement. Then there's the sheer volume of posts. If you're thinking of applying for a job at FedEx, then LinkedIn is the platform that you're going to go to. There's also this really rich mix of content as well. They keep it interesting through polls and video and they're also careful though, to make sure that it's distinct from the other platforms. What you've got going out on LinkedIn is a little bit different in tone to what's going out on our other platforms. They're not just trying to do the same thing everywhere. It's got this particular tone of voice and set of objectives which are different on LinkedIn. If you're a company that has lots of staff, you're always in recruitment processes and you really want to streamline your approach then another one of the premium options with LinkedIn is LinkedIn Recruiter. This helps you target people more effectively. It gives you loads more data, so you can really analyze what's effective and it will help you reach the right people. If hiring is something that takes us a massive amount of time and money for your business, then LinkedIn Recruiter is something that can really help you save a lot of time and money and anguish on this front too. Let's do a little activity now and this one is jobs focused, as you can imagine. I want you to look at your own job postings on LinkedIn and just look at them with fresh eyes like we did when looking at our company page. What would make you want to apply? Is it well-written? What do you think is their job title, the description? The call to action, the ways that it's put together and are there any opportunities for enhancement? If you don't already use LinkedIn to promote job vacancies, then have a look at your competitors and see how they're doing it. 8. Mistakes to Avoid: In this lesson, I'm going to run you through some mistakes to avoid. Take a note of these and share them with everybody in the company. [LAUGHTER] So first of all, it's says pushy salespeople. Don't go connecting with someone one minute and then jumping into their inbox and next and try to push the product down their throat, so that really turns people off. Try and encourage people to nurture the lead just that little bit longer. The second point, mistake to avoid is about bad language and getting into arguments. People love watching an argument happen on social media. Your job is to take offline as quickly as possible. If things do get a bit heated, it's always good to try and just walk away, maybe show the discussion to someone else in the team, get their verdict. Remember you are representing your business, your brand, so you don't want to be using your personal profile to be doing anything that's going to present the company in a bad light. This also leads into non LinkedIn content. People don't really go for the fluffier side of things, anything too sweet and soppy, and the stuff that you see on Facebook. You do get people on LinkedIn sometimes being a bit standoffish about this and a bit grumpy when they see other people posting about this. The best way to approach it is to think, what are those topics that I'd be talking about actually in the workplace? Stick to those and the stuff that's a bit more sociable, slightly more informal language, then keep that for another platform. Another thing that people do in the spirit of saving time is use a scuttling tool to post exactly the same content on every platform. The problem about this is that firstly, it makes you look a little bit dismissive and lazy. [LAUGHTER] The second thing is that people will see the same content everywhere. But then also it'll carry through, say, hashtags on Instagram and your LinkedIn post or you'll tag one person there on that platform and it won't work on LinkedIn. It's a nice approach to take trying to schedule more, but really try and make the content distinct to other platforms. Otherwise, people will see the same stuff everywhere. Still thinking a little bit to do with tools and something that people get wrong, they create an advertising campaign and they're so pleased with it that they just let it run and run [LAUGHTER]. The nice thing with LinkedIn is that once you do start paying for activity, then it gives you all its data. So you should really be trying to refine it, and not creating one ad that just goes round and round for months on end. Then the last thing, and I tell everybody about this, [LAUGHTER] and it's a classic thing that people get wrong, is not personalizing the invite. If you connect with someone via mobile, then it's just in one-click and then the invite is gone, and it just comes out with this LinkedIn template text. Whereas what I think is really nice to do and I've got an example coming up now, is just to take that extra bit of time to personalize it. If I've been to an event and I take people's business cards, the next day I'll go through and I'll connect on LinkedIn, and I'll say, "Oh, I love that conversation that we're having over lunch." Or I'll mention some shared connection. This means that when people actually receive the invite, then, you'll be embedded in mind that little bit more and they're more likely to accept. Whereas if it's just exactly the same LinkedIn template invite, then they might think, I can't remember who you are and then they don't accept. There are just some quick tips to help you navigate your way through LinkedIn more successfully. This leads in nicely to our last activity, and that's the send me a connection request. I'm really easy to find on LinkedIn, just look me at Sue Keogh and send me a connection request and personalized invite as well and see if I accept [LAUGHTER], of course I will. 9. Final Thoughts: I really hope you enjoy taking this class, and you're all set to win on LinkedIn. What you need to do now is go back to the worksheet, fill it in, in a little bit more detail, and look for the project at the end where you'll bring it all together. Upload that into the project gallery, and I'll give you some super helpful feedback. Don't forget to connect with me on LinkedIn, and look out for my next class. Thank you.