How to market your business on LinkedIn | Donna Townsend | Skillshare

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How to market your business on LinkedIn

teacher avatar Donna Townsend, SMM | VA | Entrepreneur

Watch this class and thousands more

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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.

      How to market your business on LinkedIn


    • 2.

      LinkedIn profile matters


    • 3.

      Create an effective LinkedIn page


    • 4.

      Define your audience and goals


    • 5.

      Optimise your page for search


    • 6.

      Grow your page followers


    • 7.

      Publish engaging content on your company page


    • 8.

      Create LinkedIn ad campaigns


    • 9.

      LinkedIn analytics


    • 10.



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About This Class

Welcome to the LinkedIn Marketing class

Are you new to LinkedIn? Or would like to grow your business using LinkedIn?

In this class, you will learn how:

  • How to create an effective profile
  • Create a company page that stands out 
  • How to grow your followers
  • The best content to publish 
  • What content works best on LinkedIn 
  • How to use ads and analytics

This class is for beginners to intermediate students to LinkedIn. You will need to know LinkedIn a little to understand how to market yourself, but not too much.

Let's start the class right now!

Download the PDF booklet to refer back to. File for course

Meet Your Teacher

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Donna Townsend

SMM | VA | Entrepreneur

Level: Beginner

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1. How to market your business on LinkedIn: Welcome to how to market your business on Linked in. My name is Donna. And I will be the voice behind this entire course. In this course, we're going to be looking at some key outcomes. Basically, we're going to look at linked in profiles. So you're going to learn more about why these matter so much. We're going to look at creating effective linked in page. Optimizing as much as possible, defining your audience and your goals. Optimizing your page for search, people can actually find you growing your page followers. The more followers you get, the more likely people are going to see your content, the more likely you're going to grow your business. This is a very important lesson to get involved with. Then we're going to look at publishing, engaging content, because that really matters. We're going to touch briefly on linked in ad campaigns. That's a massive topic on its own, but I'm just going to show you the ins and outs of it basically, and why it could be useful to you. And finally, linked in analytics, all of this is designed to help you grow your business. Basically, this course is designed for beginners to know what Linton is about. Maybe popped on now and again, but you probably don't have a general idea of how to utilize it for your business. And that's where this course comes in. Let's get started. 2. LinkedIn profile matters: Welcome to your first lesson on Linked in profile matters. First impressions really matter. When it comes to Linked in your profile is a way to impress and share with others. An important aspect of Linked in profile is to make sure that it is always up to date and fully completed. What this shows is that you're actively linked in and you're really serious about your job or your business. The way to show that you are active is to do these five things to basically keep your profile up to date. First of all, is uploading a photo, you don't have one, you need one. Did you know that members who include a profile photo receive 21 times more profile views? If you want to get people viewing your profile because you're talking about your business and that type of thing, then you need a profile picture. I don't know how many times I've come across a profile and it has no picture. And I'm immediately put off because I want to know who's behind this profile and want to know more about this person without a face. You can't put that information to that face, can you? When it comes to putting a pot onto linked in, it's really important to follow these helpful tips you need to make sure it has a clean background. You don't want to really crazy busy background where it draws focus from you, basically because people are looking behind your hot going what was behind them. Try use like a crop photo from the waist or shoulders up. Avoid using selfies. Selfies on linked in aren't a good thing. The reason for this is linked in quite a professional business focus platform. Selfies reserve, fringe, Scram, you'd find yeah, it just doesn't look very good on linked in people generally stay away from them trying to smile in the photo, if you can got a beautiful smile, show it. It's really nice to see a smile. It makes it a bit more approachable as well. That's a good idea, and try to use some nice soft lighting. A perfect example of a profile photo is the one that Sophia has on hers. As you can see, she's got a bit of a blurry background, but it's a lot of lighting, which is really nice. You focus is drawn to her face. She's got it from the shoulders. Nice smile. It just feels very warm and that's what you want. The next thing you need to think about is listing your current position. Individuals with the current position are found up to 18 times more frequently in searches conducted by both members and recruiters. If you're a co founder, like this person on the left example, when somebody is typing in to Linked in about your company for example, they will find you through your current positions. You will pop up in that, that's why we say you need to be updating this part of your profile as well. Make sure you include your present position, the company name, and the duration. And a little bit about what you do, it just basically shows people that you're serious about your business. It can be seen as incomplete if there are gaps everywhere and people just get put off when they see a profile like that, it's really important to update that, maintain a list of relevant skills. Maintaining this is really important, it just shows off your strengths, shows how you can align with opportunities and the businesses and that type of thing. Trying to aim to stick to about five as a minimum. Most of us have a lot more than five, by the way. Don't worry. If you've only got six or seven, just go through the list and start narrowing it down. There are skills that I had from admin jobs I've had in the past that I forgot about. I just click through the skills list and all the various tabs and there was like, oh yeah, I do know how to do this, I forgot I can do that. Programs are listed on here as well. It's important to tag on all those. You will find that profiles containing five or more skills do attract about 17 times more profile views. That has a lot more. Just for adding in some skills, make sure you get at least five on your profile today. Next one is adding your location. This is more for recruiters, but generally people want to know where you're located linked in regularly updating this, making sure it is up to date is really important, especially if you're connecting with businesses and things like that or opportunities. If you say you're in one location but you're having a conversation, you're actually, I live here instead, there'll be a bit we actually, that's not going to work for us to you don't want to have that problem. What it does is by adding your location enhances your visibility to those potential connections. People might be looking for something specific in a specific area so that they can actually see you in person. Make sure it's up to date. You get found on opportunities through searches and all types of things like that. It shows you very proactive by keeping all of these elements that we've discussed up to date. The last thing that you need to be updating, summarize your experience and goals into a few sentences. This is in the about part linked in on your profile. This is underneath your profile picture and your experience. It's really important to fill this in. Make it up to date if you can, because people often read and figure out more about who you are as a person. Through this, I'll give you another stat. This lesson is full of stats. It's just to reflect on how important these aspects are. Approximately 40% of recruiters value this trade. It's not just recruiters, it's other businesses. It's anyone who jumps in profile will look at this if you are a co founder of a business that you personally run. Include information about why you set it up in this about section as well because it's really, really good idea to do it's just another way of promotion. Basically summarize everything in probably about 34 sentences. I know some people put like masses of essays on there and stuff like that, but having like a brief summary and then maybe just say any more questions or anything like that, E mail me at such and such message me or anything like that to find out more about you is probably the best idea. Yeah, it just creates a bit of a sense of identity about who you are as a person. Hopefully, this is given you an understanding of why your profile matters. Spend some time looking at your profile a minute. Set one up. Have a look at other people in your field in what you're doing. People who have already got businesses are quite similar. And figure out what you want to include on yours. Make sure it's up to date with all aspects about the image, the experience, the skills, all of it matters, I promise you. And you will see a big effect on your profile views before you know it. 3. Create an effective LinkedIn page: In this lesson, we're going to look at creating an effective Linked in page. A linked in page is your organization's profile linked in. First of all, you'll have your own personal one with who you work for, your skills, who you are as a person. But your company will have a completely separate one, then you can obviously link the two. What this page offers is opportunities for prospective customers to learn about your brand, who you are, what you do, other people who you work with, people associated with your business, that type of thing. This basically gives people an overview of you do. Basically, you can provide links to your website, other social platforms, that type of thing. There are lots of features on here that you can utilize. I'm just going to go through a few key ways you can make this page basically stand out. Basically the same as what we did with the profile. We're going to look at how to make your organization's profile stand out on linked in. First of all, the logo, the logo really, really matters. Same as profile. You need to include one on here and a cover. As you can see on the right hand side. I've provided an example of a company called Purple BVA. They've got a nice big break purple bee, as you can see, but they've also got a profile header at the top. This does take some tweaking, by the way, just to get it right. As you can see there's some writing behind that hasn't been thought about, but when you go on the actual profile itself, you'll see the full banner. It's important to play around with this. If you do not have a logo nip onto camera. Maybe just create a mock up one, maybe for now, until you figure out what direction you want to do with your logo, it's better to have something on there than you can even do our posting. For now, we're considering what we're doing with logos. This is temporary thing. You can add that on there, especially for new businesses. Logo is not the first thing they think of. Sometimes they've just got the business name but they haven't thought about the branding. That could be a next step. For now, just put a logo of some description on there. For now, until you've updated it, then you need to be thinking about the overview of everything outlining your company's mission, your objectives. Because what this plays in, when people search for specific keywords, it will bring them to your profile, everything is searchable and linked in. You have to realize it's a bit like Google in a way. There are certain keywords that will draw your profile onto people's search. You might say, for example, you are into social media management as a company, somebody will type in the keywords, social media management only looking for companies involved in that aspect. They might even put a location as well. That's another aspect you need to be including as well. Because sometimes people can narrow it down specifically what they're looking for. Make sure that you've added those aspects into it. The other two things you need to be thinking about is all your information. Like I said, people will click on your website to find out more about you. Make sure that link is clickable, it goes to the right place. We mentioned overview by the way, in the last slide. You can see it at the top in this example, that's where your overview will sit. When people click more about you, they'll come to this overview bit and this is where you'll find more information for this particular one. They've included in a couple of sentence about what they provide is really important to include everything like the industry you're in, the company size. Because now you can see that this particular company, it's a freelancer, they've been around for three years. And specialties is very important to include those as well. Because they'll be searched as well under the company search. When people do it, include everything you can. It's the same as profile. The more information you're out you provide, the more you're going to get searched. Finally, a call to action really matters as well. You can personalize the button to resonate with your objectives or to monitor links to certain things. Think about what it is you want people to do when it comes to linked in. Most people will be like, I want them to go to this website. You might think, actually I want these people to go to this site to download this. This is free, but I'm going to keep my website address in the overview. This bit that you can see the button is separate By the way, it's important to think about what you want that button to do for now. It's like a free way of getting traffic to something, but you can actually monitor what traffic you're getting through these links as well, which is really, really great. We're covering another lesson about analytics and things like that that would be worthwhile doing. These are the key ways to have a create an effective linked in page. The more information, the more complete it looks, the more people will trust it. That's what you want to do. Linked in is about building relationships and that trust, the more active you are, the more information there is, the more trust you'll build. Let's move on to the next lesson. 4. Define your audience and goals: In this lesson, we're going to look at defining your audience and your goals. The first thing we're going to look at is defining your audience. It's really important to understand who your ideal audience is, to make sure that you are talking to the right people. You're reaching out, you're growing your network in the right areas, that type of thing. I've got some key steps for you to do to basically figure out who your ideal audience is. First of all, research your industry, study your industry, Identify the key players influences. Look at who follows them, their collaborators, that type of thing. Look at the trends and look at some of the challenges your audience is facing. First aspect is to research, Go on, link it in, start following, start connecting with people, those key players. And look at who they're talking to look at their language, look at what they have to offer. Look at who's actually following them and who's following their company page. Spend some time doing. When I did this da spreadsheet, who the key players were looked and then wrote notes from that. Looking at different parts of the profiles, the company pages, it will really give you a good insight into who your audience is. Then create a buyer persona. When I say persona, a buyer persona, this is a, it's like a fake profile of someone that represents your target audience. You will include demographic, job role, pain points, girls like a real person. Basically, some people do about two or three different personas. Basically, it's your ideal person. You can Google buyer personas, templates, and examples to do further research to understand what this is. But it's really important to figure out this information in particular, this is taking the research that you found, you found who you think your audiences. And then this is putting into like a profile of such, it's a really important aspect of any marketing. But definitely if you want to know more about this and you want like examples to understand it a bit more, how to put it together. Because it's all very well me telling you what a biopasenter is about. But to actually see it first hand, it's important to do your own research on that. The last thing you need to be doing when it comes to defining your audience is to engage with your current network. Analyze your existing connections and the engagement, and look at other professionals. And start connecting with people. Or even researching people who are similar areas, similar businesses to you as well. You can even message them as well. If you're a brand new business, you're going into something quite similar to someone. You can always ask people that are in that industry, how did you get started, engage with the people that know more about what it takes to be in your business and things. Pop a question on your profile and go, how did people do this? Look for insights. There's newsletters on linked in. There are resources on there that you can find out. Articles as well. Do a bit of a search, a deep dive into these types of things, but definitely utilize your network. If you've been on linked in for a while and you have built up connections with people in your industry already. Fantastic. Look into all of their profiles, the type of thing they're talking about, all those connections reach out. There are so many things that you can do to find out who your ideal audiences, but it does take you to be very proactive in this aspect to find this information out. You can't just go onto like a blog and instantly know who you're going to talk to. It doesn't comeback like that because that could be a blog from three years ago, but it's not relevant today most of the time it probably doesn't give you all the information you need, you need to do your own research. We've talked about audience. Let's talk about goals and defining your goals. Defining your goals on linked in is crucial for creating a focused and effective professional presence. This is really, really important. If you don't know what your goals on linked in are, you'll find that your social media strategy will go out the window and you'll start to feel deflated. And using it by having goals and what you want linked in to do for you will help you stay focused. Will help you grow your business. There are three things you need to be thinking about. First of all, you need to clarify your objectives. Determine what you want to achieve on Linked. In, for example, lead generation, brand awareness, networking content promotion, or job search. Pick one or pick two, or pick three. But define what you want to do. Most people are looking for lead generation. I would say a lot of starting out businesses want to build brand awareness into it. Some will focus on networking because that's part of their business. In general, the industry. Some will focus on promotion. It varies from business to business. You need to think what will benefit your business more. Creating those connections, those relationships could be a massive part. You can have as many objects as you want. By the way, basically what this will do is this will define what you do on it. Later on when you're thinking of putting posts on there. You can do posts on game leads, you can do talking about your business, you can do a promotion. There's so many parts to it. But define what this is now, and this will help you later on in life. The other two things you need to think about is setting Smart goals. Smart stands for specific, measurable, achievable, relevant, and time bound. You can go onto Google and type this in, and you can get a spreadsheet or something like that, a form you can fill in that will help you define these. For example, you might want to aim to increase your connections by a certain percentage within the next three months. That is a set smart goal, basically what you'll be doing, you'll be specific on that. Measurable, how you're going to measure it when you want to achieve it. That's three months relevant yet is it relevant to your business? Yes, and time bound. So you're three months, you want to make sure? When I say cheapables, well, it's making sure that you can do it. There's no obstacle stopping you from doing it. For example, you might not have the equipment to do it. So you're not going to reach goal, are you? Because you can't achieve it. You need to be thinking about this type of thing. This links as well as what we've just talked about a minute ago about your objectives and your goals. They all link together. Have a look on Google. You will find smart outcome spreadsheets and things like that and narrow those down because it will really help. Say for example, I know in three months time, I want this to happen. Well, okay, great. Now that you've got that in the back of your mind, when you get linked in, you'd be like, yeah, I can do this. You get into that rhythm of, yeah, I want to achieve this, right? I can see that goal on site. It will help keep your focus. The last one is aligned with your business objectives. Ensure that your linked in goals align with your overall business and career objectives. This needs to stay inconsistent and effectiveness, if your business goal is to do something specific, then you need to make sure your linked in goal is there to help achieve it. If the two are very different, then it's a lot of time wasted really trying to focus between two things when actually you should be focusing on one thing. For example, if you're a business where you sell something, that is your primary goal. That's what your linked in goal should be about, is about helping to get someone to buy something from you. You need to be thinking about that as well. Hopefully this has given you some insight into audience and goals. There are loads of articles, tons and tons and tons out there. If you want to learn more about how to find out who your audience are and how to set your goals, there are spreadsheets that are so useful you just need to type in smart goals, spreadsheet or buyer persona. Those are the two key aspects you need to be looking into to help you in this area in particular. 5. Optimise your page for search: Let's talk about optimizing your page for search. We've talked about your page as a whole and making sure it's complete and all of that. Now we're going to talk about optimizing your company page. This is how we talk about the visibility of getting your page found by other people. Basically, there are three things that you need to be doing to make sure it's well optimized. First of all, in keywords, embedded relevant keywords and phrases and reach potential customers so that they can explore your products and your services. You need to make sure you incorporate them into your about tub, that overview bit that you can see just on the right hand side. Basically the information about what your business is. This is where you put your keywords. Basically, this is how your page is going to get found. The best way to do this is basically just go onto the top of the search engine and start typing in various keywords, things that are related to your business. Obviously, see what comes out, have a look at under people's overview bits and see what they put and see if you can pick out those words that you think, Yeah, that's going to yeah, get me found and the right people come to me as well. That's one part. Here are you, other two, link to your page. Links are absolutely essential for boosting your search ranking. An easy tactic for this is to link your page to your website. You could do it on your blog post that you put on other platforms. For example, if you put it on professional platforms like tumbler or things like that, make sure you link everything together. Basically your linked in page to your company page, your company page, push back to this page, to your linked in page. Everything is connected. It's really important to do that as well. The last aspect you need to be thinking about is sharing relevant content. Consistently share relevant content on a regular basis. That means every week you should be at least posting twice a week minimum, just to keep your page top of the ranking. Basically when it comes to searching for anything linked in, will pick up the most relevant things that you can find, the most relevant and the most related things. It will pick up things that be very active. For example, your company page, if you're consistently posting and be like, yeah, that's a good source of information. If you decide to leave your page for months and months, and months and months, what this happens is that your page will go lower down the ranks, The lower, lower if someone is like looking for a post about a product that you do for example, but there are say, 50 other products from other companies, they're going to pick them over yours if they are consistently posting. Because what they're seeing, this person is active, this person is relevant. They posted yesterday. Okay, brilliant. Let's put them in front of these people. It's the same with the Eps thing. If you do a Google search, it does the exact same thing. There's an algorithm that basically looks for accounts, things that are actually relevant to what you're searching for. And then it'll put it in front. That's another way to optimize your page. You will need to think about what you're going to be talking about, but make sure it's relevant to what your business is about as well. Don't start throwing random stuff out there on a whim, you want it to have a purpose, that's a whole other course or research that you'll have to do is about linked in social media. I am going to go through talking about the types of content you can post in a later lesson. But yeah, that's the end of this one. Hopefully that's provided you some insight into what to do next. 6. Grow your page followers: In this lesson, we're going to look at how to grow your page followers. Growing your page followers linked in can significantly increase your reach and your engagement within the professional network. Because that's what linked in is its class as a professional network because majority of people on there are businesses. Anyway, there are some platform features that you should know about that can really help with growing your audience. We're going to go through them now. First of all, utilize the follow button. There are two parts of this actually. You can integrate a follow button on your website or even your blog by using something called the follow plug in generator. Provided by linked in. You just need to search this term follow plug in generator mechano have a search. It's pretty easy to set up, but it's a useful idea if you are just leaning towards using linked in over at other platforms. Also, when you go on to searching for a particular person like a virtual system, which my example on the left, you can see. You'll notice that sometimes you see a button that says follow and one that says connect. You're probably thinking, what is this? Basically the difference between the two is connect means you see each other's stuff. Follow means that they follow you and your content. Sometimes it's better to have the Follow button than connect, especially if you don't really have the time to keep up to date with everybody's stuff going on. Some people generally just want to follow because they're interested in stuff that you're talking about. It's worth trying to figure out how to do the follow and connect button as well. Also, another tip is to engage your profile connections, personally invite people or do targeting messages to people and invite them to your page. The way you do this, this is the tactic is on your profile, your profile, not your page. Start following your ideal audience. People you think would be interested in your content, people in your industry, that type of thing. Start following people then Basically what you do is if you go onto your page, you will see that you can invite 250 people per month to follow your company page. What people tend to do is on the profile, over the month they'll start building up connections and all of that. Then what they'll do is every week they might invite 58 people to follow their page. Then what you'll see is that page will continue to grow, will your profile page, then the connections building to your profile and to your company page. Then before you know it organically grows from there, that's one way of doing it. I would say that's probably the most effective way to grow your page. It can be very time consuming, basically. Another way of growing your profile and stuff is trying to comment on other people's stuff, liking stuff, and really engaging with people's content In general will people will be drawn to your profile. They might start following you, they might even start following your company through that. It's important to try and create those connections. You can also create connections through people you already know and people you previously worked through. The basically when you go onto your own profile, you will see people, suggestions as such. I would say they are like suggestions from other connections you'll never run people, never people to follow or like. Basically, it's an important way of growing your page. The next two suggestions, employee engagement. If this is actually only relevant to people who have got employees, basically basically what you would do is if you had people in your company, you would ask them to reshare the post from the company's page onto their own profiles. Basically means that it goes from just being on the company page and those following to your employees profiles and their following that expands that reach, that growth of viewership as well. That's what you've normally do, but don't worry, we some more other ideas. Cross promotion is really good idea. Integrate your linked in page promotion into pretty much everything your e mail communications users, blog post. If you check out the example on the left, you'll see this is an e mail. At the bottom it says about view my profile linked in. This is like a button and this directs me to your linked in profile. This cross promotion is really important because it just gets people connected to linked in that goes back to your website. And it's just like a little bit of a loop and it just grows that visibility which is amazing. These are just the final few ideas. These are ones that are pretty straightforward to do, but they're worth doing regularly. Share relevant and high quality content is a must. I've mentioned this before. There is an upcoming lesson to do with content, But it's really important to keep doing it. And it needs to be high quality as well. When I say quality, it means you can't just throw out picture in a couple of words. It needs to have some purpose to it. The other ideas you've got to actively engage with, your followers mentioned that with comments, you can even message people. By the way, people love chatting on Linked in. If you're asking them questions that are like proper, like oh yeah, Okay, I thought that was really interesting. People are happy to share. Do some mentioning as well. Like if there's something that you think is really good, reshare it, mention it, why not? It actually shows that you're interested in the industry as well. That's important. Analyze the performance of your posts using Linked in analytics. We will go through this in a later lesson. It's really, really good idea to do this. Analyzing social media posts is one of the most insightful things. For somebody who's in social or for any business to grow, you need to understand what does well and what doesn't. It's the same in everything. It's worthwhile looking into your analytics. The final thing that you can do is utilize Linked in sponsored content, which is basically ads which will briefly touch on in another lesson. These are the key ways to grow your audience. I am sure there are plenty of other ways, but these are the solid ones that most marketing people utilize, most businesses will do. They're very straightforward. The easiest way to actually do this is to make a checklist daily set a goal. For example, you could say start following ten accounts per day, every Friday, send invites to 50 people every day, comment on five posts. And then twice a week reshare a couple of posts that you thought were amazing. It doesn't need to be a lot, but if you have a checklist, I find it really, really helps keep you focused. You'll find that there will be weeks that you slip and you just don't get time to do it. Growing your audience will take time. You will see post of people saying, I've got 5,000 followers in 24 hours and that's not possible unless something came viral on their account. It does take time. Don't worry. If you see a little bump, probably like 1020 people following and then nothing for a week. It rises really quickly before you know it. Some of the camps I worked on from beginning rose 0-500 without me even realizing within about four months, somehow it just happened. And I was like, oh, okay, one day I was like, oh, that's growing. What you'll see as well as your posts will start to have more engagement as well. That's when you know your audience is properly growing, is when you're getting more engagement on the content that you're doing. Because you've now got an audience that's interested in what you're doing as well. Hopefully this is giving you a little bit of a homework to do and some more insights into linked in and how it's utilized for your business. Let's move on to the next lesson. 7. Publish engaging content on your company page: In this topic, we're going to talk about publishing engaging content on your company page. This is a really important topic. The key strategy for establishing credibility and drawing your target audience in is basically around your content. Your content needs to stand out and resonate with your followers. If it doesn't, then it's just lost in a sea of content. I'm going to go through some really effective tips to create content that stands out. They're not very hard. They're just things you need to be thinking about when you're creating your content. First of all, you need to understand who your audience is. For me, I conducted audience research and some what topics people are interested in, what they valued, Problem areas, things that affected them, or things that are relevant to their professional lives. For example, if you are in the childcare industry, you'd pick topics that relate to say, parenting, childcare tips, anything like newsworthy, something that grabs the attention of your audience. You want to basically come across as an expert in that field. It's the same with your company. You need to be thinking about your audience. What value are you giving them? Basically, that brings me on to the second point, providing value insights like I've just mentioned. Once you know your audience, then you can start thinking about promoting your products, your services, valuable insight, industry trends, best practices, solutions, all those types of things that basically people want to hear about. Nobody wants to hear about, oh, I've in a coffee shop today, but you're a business about something completely different. You want people to go on there, Go, oh, yeah. Okay. Then you want people to stay on your page or follow you, or for example, on the right hand side providing an example. This example is from Hobspot. What they've done is they've got a guide. In this guide they want you to download. As you can see, they've set out exactly nice and short and sweet, what it is. Nice, bright colorful image, very clear who's what it's about. Basically, the call to action is download. They've provided some It businesses will want a guide on how to use Instagram for your business. This can resonate for so many people, but this is a really useful type of content. You can actually see the engagement bottom. How many likes and comments and repost. This is actually drawn, lose people into this. That's providing valuable content. Now we're going to talk about embracing your leadership. Share thought, provoking content that challenges conventional wisdom or your point of view. People don't want sheep basically when it comes to linked in. They want people to have their own say, able to say what you want to say about your business. Obviously you've got to be careful thinking about your audience and your tone and stuff, but you want to have your viewpoints that basically reflect your brand or something like that. I've done a example on the right hand side. This one actually very thought provoking was, could you save a life? Did you know? And then it will follow through with a story about saving life and it relates to a business about CPR. But that first sentence, could you save a life? That's very thought provoking. Could I save a life? Couldn't I Like then this is where somebody has continued on giving some facts. Would you know basically what to do if somebody needed CPR? That is very thought provoking and that's the type of thing you need to be thinking about. The next point is talking about diversifying content formats. When I say this, I'm talking about using different formats. Think about using articles. It's a fantastic thing. By the way, articles are linked in. It's great. It can be used like blogs and stuff like that, but it's really good place if people are looking up specific things on linked in articles will come up as well as social media posts. It's another way of people finding your content. Tracing infographics, videos, polls. People do polls all the time. I love them. Some of the questions you ask, so interesting. But they could be very thought provoking. Would you choose this or this? Why would you choose this? And you're trying to engage audience as much as possible, and then you've got that interest. And that interest can then lead them to what your business is about. Then we're going to talk about storytelling. It really, really matters storytelling. Storytelling is a big part of abs, anything on social and t, you could share success stories, You could talk about case studies, your experiences. You could tell them how you got started about your day, your week. The storytelling can be anything you can convey about what's going on. For example, what I've done is on the right hand side is another example about this girl called Ellie. She's talking about the start of a year and basically how she got into what she's doing now and basically her journey. It's fascinating to read. These are the types of things that people love to read about. You don't need to do these all the time, but it's important to tell your story of your brand and who's behind the branding basically as well. The more you do that, the more people can relate. More people personalize your brand as well. People don't want a logo and just be like, oh yeah, I'm just going to follow this business or I'll buy business from this business. They follow the people behind that branding as such. But it is worth doing it and it's quite fun as well. Sharing success. Say for example, you have an e commerce shop for example. It's really nice to share that you've had a fast sale or a tenth or a 50th. But how long it took you to get there and how dedicated in the evenings and the processes have changed and how much the things have evolved. It's amazing, people love to hear about it. The next content you can share is engage in interact, encourage discussions. You can always throw out questions, or you can seek input from the people in your industry and that type of thing. You can throw that content out there. Really ask people what they think. Find out what people think. If you've got a question and you're thinking, do people like this? And then ask them, for example, this is great for e commerce. What do you think of this new product? And then you can list out all the bits and bobs about it. And then you can just ask people's opinion. It can create so many really good discussions which will be so insightful for you. Lastly, remember, the primary goal of your company's page should be about building relationships, providing value, and positioning your brand as a trusted resource within your industry. Try focusing on engaging and informative and thought provoking content. Get people thinking and on your post. This post on this example really made me start because I was like, oh, what's this about? And it's fascinating. Don't wait for inspiration. But you put your creativity out there when you share your ideas, you're absolutely burning away. When you keep them to yourself, you're gone. You've burned out completely. That's not how you should be. It's the same when it comes to sharing content on linked in. But make sure that the brand content and everything that you're sharing is something that you would write in your tone, your voice. And isn't just, oh, I saw this really composed. I'm just going to copy the exact same wording and the designing of it. Try and be original as much as you can. You will get a better engagement from it, trust me. Hopefully this is provided you some insight. Everything that I've discussed, it is going to be in a workbook at the end of this course so you can take it away. There will be checklists and there is a project for you to do, all focused around helping you get your business on nicked in, basically improving it and growing it, and having a think about all the areas that you can be growing it. 8. Create LinkedIn ad campaigns: In this lesson, we're just going to can skim over about creating linked in ad campaigns. We're just going to go through the basics of what you can do it. We're not going to go into too much detail, it's just in case you're interested in doing it, then it's something you can look into on your own. On linked in campaigns, you can do four types of ads. You can do sponsored content, message ads, dynamic ads or text ads. They're all different when you click on them, they'll basically tell you what they're about. They're all, they can be utilized in different ways depending on your business needs or objectives or what you want to share. You can pick and choose a different ad. For example, you might find that you don't need an image. A text ad would be just enough. That type of thing. It's quite good that you can adapt your messaging to suit that. Add types basically it's something you can look into on your linked in. You need to set up a campaign manager. Basically before you can create a campaign, you actually need to put your credit card or cards basically set up to it as well before you can do anything. They basically don't want you to get towards the end and then be like, oh yeah, we can't actually do this ad because there's no payment method. They do set it up in the beginning and you'll get like a red box. This is basically what a campaign manager will look like once you've set it all up. It doesn't take very long, by the way, but what it does, it empowers you to establish a budget goals and maintain full control of your campaign duration. You have full control of this campaign. If you look on the left, you'll see step one which is Select Your Campaign Group. And then step two is setting up the campaign. And under them are little headings. Those headings basically put together your entire campaign. It looks at every aspect which we're going to cover in a second. It's really important to create a good campaign name. For example, most people, if they're doing promotion, they'll call promotion name and probably the date in which they're promoting so that they can look back and they know exactly what the outcome of basically that campaign if you are going to be using Linked in, adds quite a lot. It's important to name them quite well. In step two, we just briefly touch on, you can see certain things. Basically what you'll start with is your objectives. You'll start with what is your objectives? This is going to be about your awareness considerations or conversions of each campaign, you need to be thinking about what is the purpose of this campaign. Then the next dropdown will be your audience. By the way, you need to fill out every aspect of this. As you can see, they're highlighted, that grew. That's because they haven't been filled in, but you need to have all of these completely filled out for it to work, basically. Then you're going to look at audience, refine your audience, tailor your audience selection regardless of your ad type. But who is it that you want to target is something you need to be considering, then you're going to be choosing the format. We've just briefly touched on those four main formats. Sponsored text message ads, dynamic ads, text ads, or you can blend some of the options together. It will give you some options and you just basically select which one do you think is appropriate. There will be guides. They'll be like helpful information coming up just to tell you what they are. You can look at them separately on linked in. They have like a help thing. If you weren't sure of what each of these ads types are, then don't worry. But yeah, it's worth choosing the right one for you. Right, promotion that you're doing. Then you're going to look at establishing a budget and the schedule and all that type of thing. How much are you going to pay, how long is it going to be for? If you've done any social media ads, they're all basically the same thing where they will ask you for the content, the audience, the ad type, and then how much you willing to pay. It gives you some options on there as well and you just select what suits you. At any time, you can cancel your ads, just so you know, if it's not for you, don't worry. If you're getting to that point where you actually, my budget is a lot less, you can cancel it. I think it is fantastic because they do want you to have full control because they want you to keep coming and using them for the ads. If you can't access it, when you need to do something or for example, make a tweak on it, then it's not good practice for them. Then when it comes to creating your ad, you need to be thinking of a few things. This is going to be the most important aspect of creating your ad is the ad format, which is the creative side. Thing is what you're going to write. What imagery are you going to use? You need to think about, are you going to use one image? Are you going to do multiple? Are you going to use videos? What is it you want it to say? Basically, what is the call to action here? What do you want people to do? That's the whole point of adds. There's no point popping out one. For example, most people have an ad for lead generation to download something or basically go to a product to buy. You wouldn't do for brand awareness because all you're doing is sending them to your website that sometimes that isn't enough. Sometimes you need something that captivates them and gets them to do something. It's important to think about this. You can look at previous Google ads and stuff by googling them. Facebook has an ad library, which is quite useful I think Linked in does. It's worth looking at previous ones to see what people are doing, how they're wording it. Have a look on people's websites and stuff. Just see what people are doing. It will help you think about the ad creative, what you need to be doing. The last thing, measure and refine your campaign. This is once it's what it's important to understand, the performance, the campaign itself. This is when it's finishing or you can do when it's gone live and things like that. See how it's progressing. If it's doing really well, then fantastic, keep it going. But it's important to always analyze your results and all the data. This can be all found in your campaign merger. On the left, you can see where it says Conversion tracking. There's nothing on the conversions because the ad hasn't gone live or anything, but it would be here. Then you can click the tab to Data Sources and see the data sources as well. But it's really important to look into this as well. If this is something that you really want to do, I would say go for it. Do you research though? On a look at some courses, there are helpful guides on Linked in. It won't take long to figure out how to use it, I promise you. All of the social media platforms with ads are pretty straightforward. There's just a few things you need to think about, but hopefully this is giving you some insight into ads. 9. LinkedIn analytics: In the system. We're going to cover off about Linked in analytics. Linked in analytics is such an important tool for your business. It's a tool that helps you understand how well your content is doing and who is engaging with your posts. We'll look a bit like this. On the right hand side, this is for one of the accounts that I help run. You can see the top analytics. You've got date highlights, visitors, all of that. Have a look at your own. You'll see all of these features as well. This dashboard shows you who's interested in your post, how many people are engaging your content, what content stands out. It gives you so much information that is so useful with Linked in analytics, you can see the number of views, likes, comments, shares, each post receives, so you can understand what people like and what people don't like. This information is just super helpful because it tells you what resonates with the audience. For example, if a particular type of post gets more likes and shares than anything, then you know that this is struck a chord with the right following. And this is something you can actively do in some of your other posts that you're creating as well. It helps lead you into creating your own social media strategy. When it comes to social, if you are very new to a linked in page, try testing out different types of posts, different kinds of messages they need to be. Along the same lines, the first month, see how things have engaged, what things people are viewing. It might take more than a month or two to build up that understanding, But once you understand what resonates with you, your audience, then you know what post you need to be doing. Another great feature, this is what you can see on the right hand side is visitor demographics. Basically, this tells me what industries people who have viewed my post work in. You can see a majority of people were business development, one person was an arts and design very different audiences. But it helps because when you come to creating ads or you're thinking of doing different stretches, this will help you massively in the industries, the people you want to invite, that type of thing. The thing at the bottom where it says grow your followers. We mentioned before about how you grow your followers. And there's a button to invite connections. This is the button. You click on this, and it'll pop up with people from your profile, Click, click, click, click down all the people that you think are relevant and then you invite them. Yeah, that's basically where that button is. I haven't shown you that before. It's worth just mentioning that now. Linked in analytics also tracks performance, many different things. Content, you visitors, your followers, your leads, all of it is under each of the tabs. You can also see that there is date rangers, they can change, you can export the information as well. If you're doing reports or anything. You've got employees and stuff like that, you can share it between the team. And it's a really good way of staying on top of things. Most people, what they tend to do is do a spreadsheet and basically month a month, put these starts down from content followers, leads them and then write down how things have been doing. What you will notice as well if you see on the example follower highlights, there's 100% down. You will see when you're going up or down in terms of growth, visitors and all that, that change will, that percentage will change depending on how the last 30 days and that type of thing. You can see if you're improving each month, if that's last turning green, then you're doing something right. Basically, the last thing I'm just going to share with you is this is basically what you'll see in terms of engagement. The example on the right hand side shows you basically like a snippet of basically what the post was about the date of it. And then if you scroll to the right, when you're looking through analytics, I've only done like a tiny screenshot. You can see at the top where it says Post type an audience. There's different tabs if you going along, basically giving me more stats. This will basically tell me on that particular day that post type is an image, how many followers who did this, who did that. It basically provides an insight into those content types. This is just a great thing just to basically, if you wanted to know, you've done a post that's very controversial and you're like, how did this actually do? You can easily find it by narrowing down the time frame and looking through the posts and stuff. Or you can click on the post itself on your actual company page. But you can actually see how it fares against other posts that you've done. But yeah, like I said, analytics is going to be one of the best tools for you. It's worth getting to grips of it. It's very easy to understand. Click through the tabs, see how it all works. There's nothing scary in their promise, but it is really informative. As you're growing your page, seeing those stats change, when they get better, that's when you know you're doing something right. 10. Overview : Welcome to the final, final lesson of Linked. In, in this I'm just going to do an overview of absolutely everything you've learned. It's just basically a checklist running through things, just making sure that don do not worry about making too many notes on this. Because there will be a PDF that you can download with all the information I've discussed just to make it nice and easy. Some people want to take those notes and courses, and some people like to have something they can print off or something they can refer back to. Don't worry, there is a document you can go through. First of all, profile checklist. Make sure you have a photo list, your current position, maintain a list of relevant skills, add your location, summarize your experience and goals. Then it look nice and neat like the one on the left. To create an effect of linked in page, include a logo, always outline your organization's mission and objectives. Enter a website URL. If very, very important, add your location. If you have one, choose your industry and add a call to action, which is really, really important. In the lesson about how to grow your page followers, Utilize the follow button. Invite people to follow your page all the time. Get employees to reshare the business posts. If you have them, make sure that you're linked in. Page is added to all of your e mail communications and everything else. Regularly share, that's very important. And engage with your followers as much as possible. When it comes to content ideas for your page, provide value and insight. Always think about those two things. Does it add value? Does provide insight. If it does, Brian, post it, share best practices, they're really good. Share solutions to problems. People love solutions. That's why people go in Youtube a lot of the time as well, and other platforms, even Tiktok. Now try polls like the one on the left. Something very simple, something very thought provoking is really good, especially in polls. Get people having like a bit of a discussion about the poll that you've shared. It's great to see the interaction. Make sure to share your success stories. People love seeing a brand story. And how you got to where you got to case studies, industry related topics or all fantastic. This is the overview of everything you've learned. There is linked in campaigns and if there are things that you want to learn about them, definitely recommend looking into them. Linton has some resources, There's always free courses. Absute ever aware about them. Analytics is very easy to use. It won't take you long to get to grips with it. Ads might take you a bit more time because there's a lot of options there. It's worth looking into them, but these are the key things. Just to getting your page set up, growing your followers, and getting the right content out there. Hope that you really enjoyed this course and found it really useful for you, especially going forward in your business and trying to get it on linked in.