Linkedin Marketing Course

Lesson 1 • Setting Up a Marketing-Ready Account

Covers account creation, privacy settings, and notification preferences optimized for marketers. Ensures students have a properly configured base before building strategy.

Lesson 2 • Understanding the LinkedIn Ecosystem

Maps all major LinkedIn surfaces—feed, search, groups, and messaging. Connects each surface to specific marketing opportunities explored throughout the course.

Lesson 3 • LinkedIn's Role in Digital Marketing

Positions LinkedIn within the broader digital marketing landscape and contrasts it with other social platforms. Establishes why LinkedIn is the primary channel for professional and B2B audiences.

Lesson 1 • Experience, Skills, and Endorsements

Teaches how to frame work history and skills as proof of expertise rather than a CV listing. Endorsements and recommendations are positioned as social proof for marketing credibility.

Lesson 2 • Profile Fundamentals and First Impressions

Covers headline, photo, banner, and summary sections that form a visitor's first impression. Each element is treated as a marketing touchpoint aligned with the goals set in Chapter 1.

Lesson 3 • Featured Section and Portfolio Integration

Shows how to use the Featured section to showcase content, case studies, and external links. Turns the profile into an active content hub that supports ongoing marketing efforts.

Lesson 1 • LinkedIn Groups and Communities

Explores how to find, join, and contribute to LinkedIn Groups as a marketing channel. Positions group participation as a trust-building and lead-generation tactic.

Lesson 2 • Engaging with Your Network Consistently

Covers commenting, reacting, and sharing as active engagement tactics that increase visibility. Consistent engagement is shown to expand organic reach beyond direct connections.

Lesson 3 • Network Strategy and Audience Targeting

Defines ideal connection profiles aligned with marketing goals and introduces segmentation thinking. Prevents random growth and ensures every connection adds strategic value.

Lesson 1 • Measuring Content Performance

Covers LinkedIn's native analytics for posts and articles, including impressions, engagement rate, and click-through. Establishes a feedback loop that informs future content decisions.

Lesson 2 • Crafting High-Performing LinkedIn Posts

Breaks down the structure of posts that earn high engagement, including hooks, body, and calls to action. Applies copywriting principles specifically adapted for LinkedIn's professional tone.

Lesson 3 • LinkedIn Content Formats and Their Uses

Surveys all native content formats—text posts, articles, documents, polls, and video—and their respective strengths. Helps students select the right format for each marketing objective.

Lesson 4 • Thought Leadership and Authority Building

Teaches how to position yourself or a brand as a trusted expert through consistent, opinionated content. Thought leadership is framed as a long-term lead generation and trust asset.

Lesson 1 • LinkedIn Showcase Pages and Sub-Brands

Explains when and how to create Showcase Pages for distinct product lines or audience segments. Enables precise targeting for brands with multiple offerings or markets.

Lesson 2 • Company Page Content Strategy

Adapts the personal content strategy from Chapter 4 to the brand voice and goals of a Company Page. Covers content types that perform best for brand pages vs. personal profiles.

Lesson 3 • Creating and Optimising a Company Page

Walks through every Company Page field—logo, tagline, about section, and specialties—as brand marketing elements. Optimisation directly improves search visibility and first impressions.

Lesson 4 • Company Page Analytics and Reporting

Covers the full Company Page analytics dashboard, including visitor demographics, follower trends, and content metrics. Builds reporting habits that connect page activity to business outcomes.

Lesson 1 • Budgeting, Bidding, and Campaign Setup

Teaches daily and total budget structures, bidding strategies, and campaign scheduling. Students build their first complete campaign from objective selection through ad creation.

Lesson 2 • Introduction to LinkedIn Campaign Manager

Orients students to the Campaign Manager interface, account hierarchy, and billing setup. Provides the technical foundation required before creating any paid campaign.

Lesson 3 • Measuring and Optimising Ad Performance

Introduces key paid metrics—CTR, CPC, conversion rate, and cost per lead—and how to interpret them. Establishes an optimisation cycle that improves campaign performance over time.

Lesson 4 • Audience Targeting on LinkedIn

Covers LinkedIn's professional targeting dimensions—job title, seniority, industry, company size, and skills. Precise targeting is shown to be LinkedIn's primary competitive advantage over other ad platforms.

Lesson 1 • LinkedIn Advertising Budget Optimisation

Covers advanced budget allocation, bid adjustments, and performance-based scaling decisions. Students learn to redistribute spend toward top-performing segments and reduce wasted budget.

Lesson 2 • Full-Funnel LinkedIn Ad Strategy

Designs a coordinated campaign sequence covering awareness, consideration, and conversion stages. Students map ad formats and messages to each funnel stage for maximum efficiency.

Lesson 3 • Matched Audiences and Retargeting

Covers website retargeting, contact list uploads, and account-based targeting using Matched Audiences. Enables students to re-engage warm prospects with highly relevant messaging.

Lesson 4 • Account-Based Marketing on LinkedIn

Applies ABM principles to LinkedIn advertising by targeting specific companies and decision-maker personas. Connects paid strategy to sales pipeline goals for enterprise-level marketing.

Lesson 1 • Presenting and Communicating LinkedIn ROI

Covers how to translate LinkedIn metrics into business impact language for stakeholders and executives. Students build a reporting template that demonstrates clear marketing ROI.

Lesson 2 • Building a Holistic LinkedIn Marketing Plan

Synthesises profile, content, network, and paid tactics into a unified marketing plan with clear priorities. Ensures all activities align with the business goals defined in Chapter 1.

Lesson 3 • LinkedIn Analytics Deep Dive

Explores all available LinkedIn analytics surfaces—profile, page, content, and ads—as a unified data ecosystem. Students learn to extract cross-channel insights that inform strategic decisions.

Lesson 4 • Competitive Intelligence on LinkedIn

Teaches how to monitor competitor pages, ad activity, and content strategies using LinkedIn's native tools. Competitive insights are used to identify gaps and differentiation opportunities.