1 Learn the concept
LinkedIn is a popular social network where professionals and businesses connect. It is especially useful for business-to-business marketing, recruiting and building a professional reputation. This lesson explains the importance of using LinkedIn and the main things you can do there: share content, join conversations, build a network and learn about your industry.
2 See it in action
- Personal profiles and company pages serve different purposes.
- Content builds credibility with a professional audience.
- Connections and conversations lead to opportunities.
- Choose a goal: leads, hiring or reputation.
Worked example
Setting a LinkedIn goal
Goal: attract two to three consulting enquiries a month from small businesses.
Audience: owners of local shops.
Plan: one post a week sharing a lesson from client work and ten thoughtful comments on others' posts.
Check: after 90 days, count enquiries that mention your posts.
3 Study an example
Example scenario
A consultant shares one useful post a week and replies to others in her field. Over several months, former colleagues and prospects start sending her messages.
4 Apply it and download
- Write your LinkedIn goal.
- List who you want to reach.
- Plan your first three posts.
Worksheet LinkedIn goals sheetOpen, print or save as PDF