Updated January 2025

Overview

MODULE ONE: LinkedIn Marketing Trends, Challenges, and Opportunities

• Marketing Investment Shifts: Evaluate changes in marketing budgets for LinkedIn, identifying areas of reduced spend and new opportunities for growth in B2B.
• Emerging Technologies in B2B Marketing: Explore LinkedIn’s adoption of AI and generative AI, transforming content personalisation, lead generation, and campaign efficiency.
• Engaging Gen Z Professionals: Discover how LinkedIn is capturing the attention of Gen Z professionals through video content, thought leadership, and career-focused tools.
• The Rise of Social Search in B2B: Learn how LinkedIn’s evolving search functionality enables businesses to improve discoverability and connect with the right audiences.

MODULE TWO: Optimising LinkedIn Pages and Campaign Manager

• Optimising LinkedIn Pages: Enhance page visibility with strategies to increase engagement and attract key B2B audiences.
• Mastering LinkedIn Campaign Manager: Navigate LinkedIn’s Campaign Manager for effective ad creation and management, including Sponsored Content, Message Ads, and Dynamic Ads.
• Leveraging LinkedIn Lead Gen Forms: Create and optimise Lead Gen Forms to seamlessly capture high-quality leads within the platform.
• LinkedIn Insight Tag Best Practices: Implement and utilise the LinkedIn Insight Tag for campaign tracking, retargeting, and measuring ROI.

MODULE THREE: Content Strategy, Engagement, and Algorithm Insights

• LinkedIn Algorithm Essentials: Understand the latest updates to LinkedIn’s algorithm and how they impact content reach and engagement.
• Engagement-Driven Content: Develop strategies for crafting content that fosters meaningful interactions, including comments and shares.
• AI-Powered Content Creation: Use automation tools to generate engaging LinkedIn posts and visuals, optimising workflows for consistent output.
• Thought Leadership and Video: Leverage video content and long-form posts to position your brand as an industry leader.

MODULE FOUR: LinkedIn Advertising Essentials

• Ad Objectives and Campaign Types: Dive into LinkedIn’s ad objectives, including brand awareness, lead generation, and conversions, and learn when to use each format.
• Advanced Targeting Strategies: Master LinkedIn’s powerful targeting options, such as account-based marketing, custom audiences, and behavioural segmentation.
• Creating High-Impact Ad Copy: Craft ad copy and visuals tailored for LinkedIn’s professional audience, optimised for conversions.
• AI for Ad Optimisation: Use AI-driven insights to automate bid adjustments, improve targeting, and refine ad creative for better performance.

MODULE FIVE: LinkedIn Video and Short-Form Content

• LinkedIn Video Best Practices: Create engaging videos designed for LinkedIn’s professional audience, focusing on storytelling and educational value.
• Short-Form Content Strategies: Use LinkedIn Stories or Carousel Ads to deliver concise, impactful content with high engagement.
• AI-Powered Video Editing: Streamline video production using AI tools for editing, caption generation, and content recommendations to maximise performance.

MODULE SIX: LinkedIn Messaging and Conversation Marketing

• LinkedIn Messaging Campaigns: Use LinkedIn Messaging Ads to engage directly with leads and nurture professional relationships.
• Conversation Ads Best Practices: Create interactive Conversation Ads that guide users through tailored experiences, driving higher engagement and conversions.
• Automated Chatbots for LinkedIn: Implement AI-powered chatbots to manage conversations, respond to inquiries, and pre-qualify leads efficiently.

MODULE SEVEN: LinkedIn Thought Leadership, Employee Advocacy and Personal Branding

• Building Thought Leadership: Position your brand as an industry authority through engaging LinkedIn posts, articles, and videos that address critical trends and challenges.
• Employee Advocacy: Develop programmes that encourage employees to share content, engage with networks, and showcase expertise, amplifying your brand’s reach.
• Personal Branding for Professionals: Guide employees and leaders in creating compelling LinkedIn profiles, sharing impactful stories, and highlighting achievements to enhance individual and company reputations.
• Leveraging LinkedIn Tools: Use features like Creator Mode and Newsletters to amplify thought leadership and advocacy efforts, increasing visibility and engagement.

MODULE EIGHT: Advanced LinkedIn Advertising Techniques

• Evolving Ad Strategies: Explore the latest innovations in LinkedIn Ads, including funnel-based strategies to guide B2B prospects from awareness to conversion.
• Optimising Audience Segmentation: Leverage LinkedIn’s advanced segmentation tools, demographic, industry, job title, and firmographic, to create precise audience segments and tailor your messaging for maximum impact.
• Data-Driven Retargeting: Use LinkedIn’s retargeting tools to re-engage users at each funnel stage, refining strategies to drive conversions and improve ROI.
• Measuring Campaign Success: Harness LinkedIn’s analytics tools to track performance and key metrics, optimising campaigns for continuous improvement across the funnel.