LinkedIn for Building Business

LinkedIn is well-known but still sometimes underrated.  If you want to promote your business, B2B or B2C – even Not For Profit, you should be using LinkedIn.  LinkedIn users are four times more likely to visit your website than Facebook users and LinkedIn has the highest visitor-to-lead conversion rate among all social platforms. Nearly three out of every 100 visitors to your LinkedIn profile will be converted into leads.

In this course we show you how to make the most of LinkedIn to promote your business, focusing on the key features like company pages and targeted company updates but moving on to using a broader range of features, like SlideShare, groups and InMail. As well as setting out how to create an effective presence, we move further and look at actively using LinkedIn to promote your company and making that part of your day-to-day marketing activities.

And because knowing about something and using that knowledge are quite different things, we focus on what you should do and the pitfalls to avoid. We throw in as many tips and tricks as we can. All this supported by a workbook so you can keep track of what you need to do for your business.

Course Content


LinkedIn users are four times more likely to visit your website than Facebook users and, at nearly 3%,  LinkedIn has the highest visitor to lead conversion rate of all social platforms.

In this introduction we make a case for using LinkedIn as part of your portfolio of marketing platforms regardless of a business context. Plus our views on the “LinkedIn is only for finding jobs or B2B” myths.

Module 1

In this short module we look at some of the key facts and figures for LinkedIn – particularly useful if you need to make a strong case to the boss for investing in the platform.

Module 2

This module digs into creating and maintaining a cutting edge company page. As well as getting the basics right we walk you through some tips and tricks that will really help your page stand out.

We show you how to create Showcase pages and give you some ideas for their use as well as sharing a not-for-profit example. Finally we explain how Jobs pages work and then take you on a live tour of example LinkedIn pages.

Module 3

Once a basic company page is established you can get on with extending your presence further on LinkedIn.

We look at creating updates (with lots of ideas for content), blogging using the Pulse platform, the huge benefits of LinkedIn’s SlideShare platform and creating and managing Groups.

Finally we offer you some tried-and-tested ideas on how to get your colleagues involved with the Company page too and share a number of tools that will enhance these collaborative efforts.

Module 4

This module starts with a slew of ideas on how best to promote events on LinkedIn.

We then look at how to use InMail with tips and tricks for best practice.

LinkedIn’s targeting potential for advertising in a B2B context is huge and we walk you through the process of creating a campaign and selecting target audiences.

Finally we look at using the Similar Companies tool for competitor research.

Module 5

This final module considers on-going admin issues and then does a deep dive into LinkedIn analytics data. We look at what else you get with a premium account and finally help you work through how to create a social media policy for your organisation.