Receive a primer on organic and paid marketing for LinkedIn, and learn about choosing to have a LinkedIn presence and how to leverage it.
- [Instructor] LinkedIn is a network of business professionals, each with a personal profile. But businesses can maintain a presence through the use of a company page. And here's an example of one that I found for LinkedIn. Here you can see that they have a company page which provides a ton of information about their business. I can see the jobs that they have, who I'm connected to, an overview, there's also an about us section, as well as their recent updates. As I scroll down, I can see more connections, as well as a feed of all their recent updates.
And as with most social networks, you can like, comment, or share on any of these updates. I also have the ability to follow or unfollow this brand, which will allow me to subscribe to all of the updates that they're providing. And this is helpful because then those updates will show up right in my news feed where I can see it right away, interact with it without ever having to visit this business page. Once you've created a business page, it's great for generating business leads and strengthening your customer relationships.
Choosing to share valuable and rich content will really help to speak to the business centered audience. Now to create a business page, I'll select Work in the upper right hand corner from my personal LinkedIn page. I'll scroll down, and choose Create a Company Page at the bottom of the list. Just like setting up a Twitter profile, or a Facebook page, you'll simply follow the prompts. We can start by adding in our company name. Select that you're the official representative and choose to create the page.
I'll choose Get Started, and now we can see all of the areas that we can interact with. Here we can update our cover image, add our logo, change our name if we need to. We can even learn about career pages, add an overview, provide our about us text, add any specialties, our website URL, locations, and so on. Think of your LinkedIn company page as your business's LinkedIn profile. You want it to offer ample opportunities for perspective customers to learn more about your company, the people who work there, and engage with relevant content.
Now every company page has one thing in common, and that's an audience. So you want to optimize your company page for search. Whether your audience is searching on LinkedIn or off, a well optimized company page helps you gain visibility among the people who are searching for what your company offers. Now your company page is already designed to be SEO friendly, but you'll want to be sure that you include key words within your about us section and within your specialties.
Now, once I've created the page, I can go to the Updates section here on the upper left hand corner. It's on this page that we'll be able to publish content that our target audience is going to find interesting. I can simply click into this box at the top of the screen, write my content and choose Post which will provide it out to that audience. Now if you post in a link, LinkedIn's going to do it's best job to capture the content from that link and show it as rich media within the news feed.
When you think of the right content to publish, think of things that your audience is going to find interesting. You want this audience to click, share, and comment on it. Engagement on LinkedIn is very powerful, because as someone's network sees what they're engaging on, they too may come and engage on your content. Find information that will help your audience preform their jobs better, answer questions, and help address any pain points. Now of course you're going to want to publish and promote your own content, but feel free to share a heathy dose of others engaging and insightful content as well.
Now once you've published an update, and it's receiving high engagement from your target audience, you should consider sponsoring your update via sponsored content on Linkedin. I'll select Work in the upper right hand corner, and from the menu options, I'll select Advertise. It's here that we can select, Create Ad. From this view, you'll see all of the pages that you can conduct advertising for. When you select into an account, you'll then be able to decide if you want to sponsor content, drive text ads, or run sponsored InMail.
All of these options are incredibly powerful. I recommend that you start with sponsored content. Because you'll understand which content is doing well, sponsoring it is a great way to know that your ad is likely to resonate with the audience that you'll be targeting. Text ads are incredibly powerful if you have B to B offerings, with a large return on investment. These text ads tend to be fairly expensive, so you want to be sure that you need to be targeting a business focused audience. If you're looking for direct consumer sales, you'll want to stick with Facebook, Twitter, Pinterest, Instagram, and others.
And finally if you're looking to reach direct decision makers at a business, you can choose InMail, which allow you to target that message, and deliver it to the person who matters most. I highly recommend that you take the time to build out your LinkedIn business page, and encourage your employees to set up their LinkedIn accounts and identify that they work for your company, which will then create a link back to the business page that you've set up.
Brad shows how to evaluate your website and identify conversion goals, measure and interpret website analytics, get the most out of SEO, and set up your first text and display ads. See how to connect with communities on the leading social networks, learn best practices for developing and distributing video marketing content, and find out what makes an email marketing campaign successful. This course also covers content marketing, mobile marketing, and influencer marketing, as well as recommendations for expanding your digital marketing skillset. Upon completing this foundational digital marketing course, you'll be equipped with skills and strategies that can help you navigate today's online landscape and develop a smart plan of action.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- Examine the importance of the top three digital strategies for business, brand, and marketing.
- Define vital online marketing terms.
- Explore the components of the digital marketing landscape.
- Identify the uses of a marketing funnel.
- Discover the characteristics of an effective website.
- Recognize the importance behind choosing an effective domain name.
- Determine the importance of choosing a responsive design.
- Examine the fundamentals of a conversion funnel.