1. LinkedIn
Marketing
Temitope
Ogunlana
© 2022. All rights reserved.
Developed by

2. LinkedIn Marketing (Theory)
C O U R S E
PART 1
Concepts
Definitions
Benefits of sharing content
Responsibilities
PART II
Platform
Key Terms
Platform Features
Best practices
Mistakes to avoid
PART III
Content
A good post
Types of posts
Content Examples
Content Inspiration
Reviewing performance
O U T L I N E

3. LinkedIn Marketing (Theory)
Learning Objectives
Why it is important to share content on social media
and what you need to do as a social media marketer.
What you can use LinkedIn for.
How to set up a LinkedIn profile for yourself or one
for your brand, create a post and analyze your page.
How best to use LinkedIn and what to avoid.
What you can share on LinkedIn and ways to get
ideas for what to talk about.
Ways to build a social media community.
How to review your performance on social media.
At the end of this module, you will have learnt

4. LinkedIn Marketing (Theory)
LinkedIn is a great tool for recruiting new
staff, building relationships with your current
employees and other professionals within
your industry, sharing corporate news,
targeting corporate consumers, growing love
for your brand, and generally reaching
people who are after career and business
success.
A professional networking
that helps you connect with
other professionals.
What is LinkedIn?
Definition of Terms

5. LinkedIn Marketing (Theory)
Why should i share
content on LinkedIn?
The benefits of managing a LinkedIn account
Helps build relationships with existing & new
customers
Provides real-time feedback for your products and
services
Promotes you to stakeholders for jobs, projects
or partnerships
Is a vital tool to gain referrals and stay
relevant in your industry
Communicates your values to the world
You give people more reason to trust or use you when you
share your business news, reviews, speaking engagements etc.

6. LinkedIn Marketing (Theory)
Managing your brand
on social media
Develop relevant content topics
Create, curate & manage content
Oversee the development of appealing visuals
Monitor, listen & respond to audiences
Nurture & grow your community
What are the various tasks you are responsible for?

7. LinkedIn Marketing (Theory)
LinkedIn Concepts
Key Terms
News Feed
The landing page you reach when
you first sign in to your LinkedIn
account or when you open it from
your mobile application.
Analytics
For profiles, this is where you can see
who is viewing your profile, engaging
with your posts and how often you
appear in search results.
Activity
shows how you interact with
articles, posts and documents
other accounts publish.=
LinkedIn Pages
A platform for organizations to
post industry updates, job
opportunities, information about
life at their organization.
Campaign Manager
The dashboard where you can see
and manage ads you have created.
Manager. You can also measure the
performance of your ad accounts
here.
Settings & Privacy Page
This allows you to manage your LinkedIn
profile, visibility, account settings, and
contact preferences. Here you can also
update your privacy and security settings.

8. LinkedIn Marketing (Theory)
Platform Features
Jobs
Apply for
advertised roles
Messaging
Send and receive messages
from other accounts
Advertise
Run and manage ads
from your page
Learning
Take a course to grow
your skill
Post a job
Advertise a vacancy in your
company
Linkedln Events
Create and join
professional events
Insights
Access insights about
workforce
Find-Leads
Reach your target audience -
customers and prospects
Groups
Interact with people you share
things in common with.
Services Marketplace
Get people offering different
services for your projects
Salary
Benchmark pay for
different roles
Linkedln live
Broadcast and stream live
video content

9. LinkedIn Marketing (Theory)
Best Practice
The Dos for using the platform
Keep captions
precise
Share other people’s
content with permission
Interact with other
people’s posts
Use Emojis
👏😄🤔
Share professional
and helpful posts
Be conversational
not rigid
Post
regularly
Include a Call-To-Action e.g Click here
for more Register now. Comment below
Don’t use more than
3 hashtags
If posting or a brand,
ensure logo is visible
Post in the
morning
Share your unique
point of view

10. LinkedIn Marketing (Theory)
Avoid these Mistakes
How not to use the platform
Don’t share irrelevant content Don’t mock other people
Don’t share too-personal
information
Don’t share news you have
not verified
Don’t tag people
unnecessarily
Don’t share dubious content

11. LinkedIn Marketing (Theory)
Page Posts
Qualities of a good LinkedIn post
Everyone enjoys a good story!
In social media, you can use stories to connect
to your audience in a way that they remember.
They will keep coming for more of your content
and patronize you.
Tell Stories
Brief and clear
Original and relevant
Explicit call to action
Photo / Video

12. LinkedIn Marketing (Theory)
Types of LinkedIn posts you can share
Picture Video
Text
Document
Article
1
2
4
6
5
3
7

13. LinkedIn Marketing (Theory)
Talk about opportunities
you have recently started
or ended.
A relatable outlook on/ your lessons
from something that recently
happened but be careful!
A snippet of something you have
worked on - a video, book, project, etc.
An event or offer you
have coming up.
Content Topics
Examples of how you can promote yourself on LinkedIn

14. LinkedIn Marketing (Theory)
Content Topics
Examples of how you can promote yourself on LinkedIn
An insightful message for people
to learn from or be inspired by.
Activities you have been
part of or that you support.
Your success or
failure stories. Share useful information that
points people to your work.

15. LinkedIn Marketing (Theory)
Content Creation
Where do you get inspiration to create content from?
Answers to frequently asked questions
Develop content based on what people are searching for
Use content pillars to stay inspired
Experiences of yourself and others
Ask your audience what they want to see
Share testimonials, reviews, success stories.
Share your perspective on issues, lessons learnt
Observe what others within your space are doing for ideas

16. LinkedIn Marketing (Theory)
Concepts
Why are communities important?
Social units that create a feeling of fellowship
with others because they share common
attitudes, interests or goals.
Build engagement
Create brand love
& loyalty
House inspiration Grow trust
What are communities?

17. LinkedIn Marketing (Theory)
Invite your friends
Ask your existing
customers to follow
Add social interaction
button to your website
How can I build a community?
Without paying for publicity, you can use these free methods
Use hashtags in posts
Welcome new followers &
interact with them
Share posts across other
social platforms
Join platform groups (e.g Lagos
food vendor or ICAN group)
Include social link in your
email signature

18. LinkedIn Marketing (Theory)
What shows that I am doing well or not?
Metrics to look out for when reviewing your page
Objectives
Did you meet the goal you were trying to achieve? These are some possible goals and how you can measure them;
Audience
Are you reaching the people you want to?
Review where your audience are (their
location), how they interact with you, what
they are saying, what their interests are.
Post Performance
Which posts performed well - what days
and post types have better engagement?
This gives insight to what you should
continue to do.
Competitors
How are the people within your industry
using the platform?
Responding to trends positions you as
someone to be associated with.
Goal Meaning Metric
Awareness or Visibility You want people to know/see you Views, Impressions
Engagements You want people to interact with you Likes, Comments, Shares
Conversion You want people to take an action Visits to your website/blog, registration for your event,
downloads of your book, Follows

19. LinkedIn Marketing (Theory)
LinkedIn Analytics Social Media Reporting & Scheduling Tools
How can I analyse the
performance of my page?
Measurement tools

20. LinkedIn Marketing (Theory)
View different analytic options
Viewing Page Performance
Page Insights

21. LinkedIn Marketing (Theory)
Platform features
LinkedIn is a
professional
networking platform
with many features.
Include media files in
your posts for better
engagement.
Share relevant, high
quality content to
grow your network.
Do not lift someone’s
text, image or video
as your own.
Interact with others
and analyse your
pages regularly.

22. LinkedIn
Marketing
(Practical)
Temitope
Ogunlana
© 2022. All rights reserved.
Developed by

23. LinkedIn Marketing (Theory)
Step by step guide on how
to create a LinkedIn profile
From a browser
Go to
www.linkedin.com
Click on Join
Now
Click on Agree
and Join
Click on Verify
and Continue,
Take the Test
Fill in what
you do
Enter your email
address and the
password you
want to use.
Enter your First
Name and Last
Name
Fill in your Location
& State, Click Next
Enter the code
sent to your
email, click
Agree & Confirm
1
6 8 10
4
2
3 5 7 9

24. LinkedIn Marketing (Theory)
Download the
LinkedIn app
Click on Join
Now
Enter your First
Name and Last
Name
Do the simple
test and click
Verify once done
Fill in what you do
(your most recent
job title)
Enter the code sent
to your email, click
Agree & Confirm
Enter your email
address or phone
number, and choice
password
Click on Agree
and Join
Fill in your Location
& State, Click Next
Select a profile
picture and save
it or Skip
1
6 8 10
4
2
3 5 7 9
Step by step guide on how
to create a LinkedIn profile
From a mobile app

25. LinkedIn Marketing (Theory)
Setup & Customization of
your LinkedIn Profile
Fundamental social assets
Cover Photo
1
Profile Picture
2
Page Name
3
Headline
4
Intro
5
About
6
Experience
7
Education
8
1
2
4
6
5
3
7
8
Skills
9
9

26. LinkedIn Marketing (Theory)
Creating a LinkedIn Company Page
Fundamental social assets Step 1
Step 2
Step 3
Your page will then be live.
You can now view your page under My Pages.
You can also invite people to like your Page.
Step 4
Click the Work icon in the
top right corner of your
LinkedIn homepage. Scroll
down and click Create a
Company Page.
Steps 1
Select the page type you want
Steps 2
Enter your Page information -
name, size, industry, preferred
public URL, tagline Upload
profile photo and select the
box at the end (terms of use).
Steps 3
Click on Create page, update
your header image and other
details.
Steps 4

27. LinkedIn Marketing (Theory)
How to start a post on LinkedIn
From mobile From desktop
Steps for Mobile
1. Open the LinkedIn mobile app or sign in from a browser.
2. Click the plus sign at the bottom of your feed
3. Type in the text you want to publish as a post or Select from
the available options.
Steps for Desktop
1. Sign in to your account
2. At the top of your feed (middle section ), type in the text you
want to publish as a post or select from the available options.
Type post
here

28. LinkedIn Marketing (Theory)
Viewing Page Performance
How to Access Analytics from a Company Page
Click Analytics
From your company page, click on the Analytics page at the top left.

29. LinkedIn Marketing (Theory)
Build your
network
Post between 3 to
7 times every week
Create
a page
STEP I
Use a content calendar to plan ahead.
You can create content in batch to
save time.
STEP II
According to SproutSocial, the
Best times to post on LinkedIn: Tuesdays
10 a.m. to 12 noon
Best days to post on LinkedIn: Wednesdays
and Thursdays
Worst days to post on LinkedIn: Saturdays
and Sundays.
STEP III
Connect with the people you know on
LinkedIn.
Share the link to your posts on
Facebook (Feed & Story), Whatsapp
(Status & Message), Twitter, Instagram
(Feed & Story) to get more people to
see your posts, comment and like..
Next Steps
Implement what you have learned

30. Thank
You