LinkedIn for Business Course

Lesson 1 • Understanding LinkedIn's Business Ecosystem

Covers LinkedIn's core purpose, user base, and revenue model. Establishes why the platform is essential for B2B networking and brand visibility.

Lesson 2 • LinkedIn Account Types and Plans

Compares free and premium account tiers and their feature sets. Helps learners choose the right plan for their business objectives.

Lesson 3 • Setting Up Your LinkedIn Account

Guides initial account creation, privacy settings, and notification preferences. Ensures a secure, professional starting configuration.

Lesson 1 • Experience, Education, and Skills Sections

Structures work history and credentials for maximum relevance and readability. Proper formatting increases profile completeness scores and search ranking.

Lesson 2 • Profile Photo and Banner Best Practices

Defines standards for professional imagery that builds trust at first glance. Directly influences profile click-through and connection acceptance rates.

Lesson 3 • Writing a Compelling Headline and Summary

Teaches keyword-rich headline formulas and narrative-driven About sections. These elements determine searchability and first impressions.

Lesson 4 • Profile SEO and Discoverability

Applies LinkedIn's search algorithm logic to profile optimisation. Learners increase organic profile views from target audiences.

Lesson 1 • Sending Effective Connection Requests

Teaches personalised invitation writing that dramatically improves acceptance rates. Connects directly to building a relevant, engaged network.

Lesson 2 • Engaging with Your Network Consistently

Establishes routines for liking, commenting, and sharing to maintain visibility. Consistent engagement keeps you top-of-mind with key contacts.

Lesson 3 • Managing and Organising Connections

Introduces tools for tagging, filtering, and following up with connections. An organised network is easier to activate for business opportunities.

Lesson 1 • Measuring Content Performance

Introduces LinkedIn's native analytics for posts and audience insights. Data-driven iteration separates growing creators from stagnant ones.

Lesson 2 • Building a Content Calendar

Guides creation of a repeatable weekly posting schedule aligned to business goals. Consistency is the single biggest driver of audience growth on LinkedIn.

Lesson 3 • Content Formats and When to Use Them

Compares text posts, images, carousels, videos, and articles for reach and engagement. Matching format to goal maximises content performance.

Lesson 4 • Understanding LinkedIn's Content Algorithm

Explains how LinkedIn ranks and distributes posts based on engagement signals. Understanding the algorithm is the foundation of effective content strategy.

Lesson 1 • Tracking and Converting LinkedIn Leads

Establishes a system for moving LinkedIn conversations into the sales funnel. Consistent follow-through transforms warm connections into paying clients.

Lesson 2 • Using Sales Navigator for Prospecting

Explores Sales Navigator's advanced filters, lead lists, and account tracking. These features accelerate pipeline building beyond free account limits.

Lesson 3 • Social Selling Principles on LinkedIn

Introduces the social selling index and relationship-first sales philosophy. Shifting from cold pitching to value-led outreach increases response rates.

Lesson 4 • Identifying and Targeting Ideal Prospects

Uses LinkedIn search filters and Boolean logic to pinpoint decision-makers. Precise targeting reduces wasted outreach and improves conversion rates.

Lesson 1 • Growing Your Company Page Following

Covers organic and paid tactics to increase page followers and reach. A larger, relevant following amplifies every piece of content published.

Lesson 2 • Company Page Content Strategy

Defines content types and posting cadences specific to company pages. Page content serves brand awareness and lead generation simultaneously.

Lesson 3 • Setting Up a LinkedIn Company Page

Walks through page creation, admin roles, and initial configuration. A properly set-up page is the prerequisite for all brand-building activities.

Lesson 4 • LinkedIn Showcase Pages and Products Tab

Introduces Showcase Pages for segmenting audiences by product or service line. These tools extend brand reach to niche audiences without diluting the main page.

Lesson 1 • Measuring and Optimising Ad Performance

Analyses click-through rates, conversion rates, and cost-per-lead metrics. Ongoing optimisation separates profitable campaigns from wasted spend.

Lesson 2 • LinkedIn Ad Formats and Creative

Compares Sponsored Content, Message Ads, Dynamic Ads, and Text Ads. Choosing the right format for each objective prevents budget waste.

Lesson 3 • Budgeting, Bidding, and Campaign Launch

Explains budget types, bidding strategies, and campaign scheduling. Proper budget allocation prevents overspending while maximising ad delivery.

Lesson 4 • Audience Targeting and Segmentation

Covers LinkedIn's unique professional targeting attributes and matched audiences. Precise targeting is the primary advantage of LinkedIn ads over other platforms.

Lesson 1 • LinkedIn for Thought Leadership

Positions executives and subject-matter experts as industry authorities. Thought leadership generates inbound opportunities that outbound tactics cannot replicate.

Lesson 2 • Integrating LinkedIn into the Marketing Funnel

Maps LinkedIn touchpoints to awareness, consideration, and conversion funnel stages. Integration ensures LinkedIn activity contributes to measurable business outcomes.

Lesson 3 • Automation, Tools, and Workflow Efficiency

Reviews compliant automation tools and productivity workflows for LinkedIn. Efficiency tools free time for high-value strategic activities.

Lesson 4 • Employee Advocacy Programmes at Scale

Builds a structured programme that turns employees into brand amplifiers. Advocacy multiplies organic reach without additional ad spend.