Updated September 2023

Overview

LinkedIn & B2B Social Media Marketing Opportunities

• LinkedIn usage and marketing uptake
  – User growth and engagement
  – Marketing investment
  – Navigating tight budgets
• LinkedIn lead generation opportunities
  – Organic
  – Paid
• B2B social media strategy planning
  – Why brand building is key
  – Full funnel LinkedIn campaigns
  – Inbound marketing
  – Account based marketing
• Content marketing, community and engagement
  – Shifting social algorithms
  – Video growth
  – Leveraging your people

B2B Content Marketing, Demand Generation & LinkedIn Engagement

• Measuring B2B content marketing
  – Reach
  – Conversions
  – Benefits of tracking macro vs micro conversions
• Understanding demand generation
  – Balancing demand generation and demand conversion
  – Declared intent vs. Assumed intent
  – Finding a distinctive way to add value
  – Amplifying via owned, earned and paid media
• LinkedIn content creation & engagement
  – LinkedIn algorithm & engagement
  – Video growth
  – Maximising employee interaction
  – Groups
  – Showcase and Product pages

Employee Advocacy & Personal Branding

• Business case for employee advocacy
• Planning
  – Purpose
  – People
  – Processes
  – Social media policies and guidelines
  – Useful advocacy tech and tools
• Personal branding best practices
  – Imagery
  – Copywriting and SEO
• LinkedIn Creator Mode
  – Live, Audio Events, Newsletters and more
• New LinkedIn Thought leader Ads

Creating High-Performing LinkedIn Ads Campaigns

• B2B ads strategy
  – LinkedIn’s ad business
  – From zero to hero
• Setting up your ads
  – Boosting vs Campaign Manager
  – Conversion tracking
  – Pixel
  – Attribution
  – LinkedIn Ads hierarchy
  – Campaign Groups
  – Campaigns
  – Ads
  – Ad strategy, targeting and creative
  – Targeting
  – Apple iOS 14 impact
• Ad formats and creative