Linked

Marketing
Introduction to Linked In
LinkedIn is a social media platform specifically designed for
professional networking and career development. Unlike other social
networks, LinkedIn focuses on connecting professionals, allowing
them to build their online presence, connect with colleagues and
peers, and explore job opportunities in a business-oriented
environment.

LinkedIn offers a range of features that help professionals and

businesses connect and grow their networks. Key features include the
ability to create personal profiles, share work experiences and
achievements, connect with other professionals, join industry-specific
groups, follow companies, post and engage with content, and search
for job opportunities. Businesses can also create LinkedIn Company
Pages to establish a brand presence and share updates with their
followers.
Introduction to Linked In
Why LinkedIn Matters for Businesses:
Professional Networking: Businesses can connect with potential clients, partners,
and employees in a professional context. It's an effective platform for building
relationships in the B2B (business-to-business) space.

Recruitment: Companies can use LinkedIn to post job openings and search for
qualified candidates. It's a valuable tool for talent acquisition and recruitment.

Brand Awareness: Businesses can create and maintain Company Pages to

showcase their products, services, and industry expertise. This helps in building
brand awareness and trust among potential customers.

Content Marketing: Companies can share relevant content and updates on their
pages to engage with their target audience. LinkedIn's publishing platform allows
for the distribution of thought leadership articles.

Lead Generation: LinkedIn provides tools for targeted advertising and lead
generation, allowing businesses to reach specific demographics and industries.
SETTING UP YOUR LINKEDIN 3. Strong Summary

PROFILE Write a compelling summary that provides a snapshot of

who you are, what you do, and what you're passionate about.
Highlight your key skills, experience, and accomplishments.
Use this section to tell your professional story.
1. Professional Photo

A clear, professional headshot is crucial. Your photo should

be well-lit, in focus, and show you in professional attire.
Avoid using selfies or casual photos. A professional image
4. Detailed Experience
helps make a positive first impression.
List your work history with detailed descriptions of your roles and
accomplishments. Focus on quantifiable achievements and the
impact you had on your employers or projects. Use bullet points to
make it easy to read.

2. Engaging Headline

Craft a catchy, informative headline that goes beyond just 5. Showcase Skills
your job title. Use this space to highlight your expertise,
industry, or key skills. A compelling headline can entice Add relevant skills to your profile. LinkedIn allows you to select from a
others to click on your profile. list of skills or add custom ones. These skills are important because
they can help you get noticed by recruiters and employers looking for
specific qualifications.
SETTING UP YOUR LINKEDIN 8. Custom URL:

PROFILE Personalize your LinkedIn profile's web address by

customizing the URL. This makes it easier to share your
profile and can improve your search engine optimization
(SEO).
6. Seek Recommendations

Request recommendations from colleagues, supervisors, or

other professional contacts who can vouch for your skills
and work. These recommendations add credibility to your
9. Active Engagement:
profile.
Engage with your LinkedIn network regularly by sharing updates,
commenting on posts, and connecting with professionals in your
field. Active engagement helps you stay visible and build valuable
connections.

7. Highlight Education

Include details about your educational background, 10. Keep It Updated

including degrees and certifications. This information can
help you connect with people who share your alma mater
Regularly update your profile to reflect your current role, skills,
and demonstrate your qualifications.
and accomplishments. This ensures that your connections and
potential employers have access to your most recent information.
Building a Company

Linkedin Page
Complete Profile
1 Fill out all sections of your company profile, including a detailed
description, logo, cover image, and contact information.

Keyword Optimisation
2 Use relevant keywords in your company description to improve
search engine visibility.

Engaging Content
3 Regularly post engaging content, such as articles, updates, and
multimedia that align with your brand and values.

Followers
4 Encourage employees and partners to follow your page, and
engage with their content.

Analytics
5 Utilise analytics to track the performance of your page and
adjust your strategy accordingly.
Building a Company

Linkedin Page
About Us Section
1 Clearly communicate your brand's mission, values, and unique
selling propositions in the "About Us" section.

Visual Branding
2 Use high-quality visuals that reflect your brand's identity in the
cover image, logo, and content.

Content Strategy
3 Create and curate content that reinforces your brand's values
and resonates with your target audience.

Employee Advocacy
4 Encourage employees to share company updates and content,
amplifying your brand's message.

Engage with Followers

5 Respond to comments and messages promptly to build relationships
and show your commitment to customer engagement
 Linkedin Ads
LinkedIn offers a range of advertising options for businesses and professionals looking to promote their
products, services, or content to a professional audience. These advertising options allow you to reach your
target audience, build brand awareness, drive website traffic, generate leads, and more. The primary
LinkedIn advertising options include:

Sponsored Sponsored
Display Ads Dynamic Ads
Content InMail

Promote your content (such as Sponsored InMail Display ads appear Dynamic Ads are
articles, posts, and videos) on the right side of personalised ads that
directly in the LinkedIn feed of allows you to deliver
the LinkedIn desktop include the LinkedIn
your target audience. Sponsored customized messages
Content appears as native posts interface and can member's profile picture
with high open and
and blends in with the content include images and and information.
users see from engagement rates.
text.

Presented By : Larana Corporate

 Linkedin Ads
LinkedIn offers a range of advertising options for businesses and professionals looking to promote their
products, services, or content to a professional audience. These advertising options allow you to reach your
target audience, build brand awareness, drive website traffic, generate leads, and more. The primary
LinkedIn advertising options include:

LinkedIn Video Sponsored Conversation Lead Gen

Ads Carousel Ads Ads Forms
These are video This format allows you to
These are message- This feature allows
advertisements that play feature a series of based ad units that aim advertisers to collect leads
in the LinkedIn feed. swipeable cards, each with to start a conversation directly within LinkedIn,
Video content can be a its image and text. It's an with prospects by making it easier for users to
powerful way to engage engaging way to showcase using interactive, express interest in your
your audience and tell multiple products or multiple-choice offers or content without
your brand's story. services in a single ad. responses. leaving the platform.

Presented By : Larana Corporate

 Content Strategies for
Linkedin
Set Clear Goals Know Your Audience
Establish specific, measurable goals for your Conduct detailed research to understand your
LinkedIn marketing efforts. Determine if you want target audience. Know their preferences,
to increase brand awareness, generate leads, or challenges, and interests. This information will
position your brand as a thought leader. guide your content creation.

Keyword Research Content Types

Identify keywords and phrases relevant to your Create a variety of content types to cater to different
industry and audience. These keywords will help preferences. Some content formats include articles,
optimize your content for search, making it videos, infographics, case studies, webinars,
more discoverable by LinkedIn users. whitepapers, interviews, and curated industry news.
 Content Strategies for
Linkedin
Content Calendar Engaging Content
Develop a content calendar that outlines when Craft compelling headlines for interest and curiosity.
and what you'll be posting. A well-planned In your content, provide valuable insights,
schedule ensures consistent content delivery, actionable tips, and thought-provoking ideas.
which is essential for maintaining your Incorporate high-quality visuals, such as images,
audience's interest. infographics, and videos, to enhance engagement.

Call to Action (CTA) Analytics & Iteration

Include clear and persuasive calls to action in your Utilize LinkedIn Analytics to track the
content. Encourage your audience to take specific performance of your content. Analyze metrics
actions, like visiting your website, downloading a such as engagement (likes, comments, shares),
resource, subscribing to your newsletter, or click-through rates, and conversion rates. Use this
reaching out for a consultation. data to refine and adapt your content strategy.
 ADOBE INDIA
Adobe India used LinkedIn to create a "Skill Builder"
campaign. They offered free access to Adobe Creative
Cloud courses during the COVID-19 pandemic. The
campaign aimed to help professionals enhance their
creative skills while staying at home. This initiative not
only showcased Adobe's commitment to its community
but also drove engagement and brand loyalty.

STRATEGIES
They created high-quality, informative, and engaging content about their Creative
Cloud courses and the value they offered.
They targeted professionals interested in design, marketing, or creative industries
The campaign included personalised messaging in their Sponsored InMail
campaigns.
 HCL TECHNOLOGIES
HCL Technologies, another Indian IT services company,
used LinkedIn to launch the "HCL Brand Talk" campaign.
They created a series of thought leadership articles,
videos, and webinars to engage with professionals and
discuss relevant industry topics. The campaign helped
them build brand awareness and attract top talent.

STRATEGIES
They targeted decision-makers and professionals in relevant industries, job functions,
and seniority levels.
HCL maintained an active presence by regularly sharing updates and responding to
comments and messages.
HCL focused on creating and sharing thought leadership content.
Thank You!
By: Bhavay Aggarwal | Gurleen Kaur | Sumit Gianey | Garvpreet Singh | Anshul Sethi | Sumit Taneja