LinkedIn marketing for companies - Advanced

Strategic principles

• LinkedIn as a platform in the marketing and communication mix.
• Target definition: visibility, reach, leads, brand, employer attractiveness.
• Building blocks of an effective LinkedIn strategy.

Playing out organic content strategically

• What content works on the company website and why.
• Planning, formats, timing: editorial logic for LinkedIn.
• Involve and activate corporate influencers in a targeted manner.
• Collaboration with managers, HR and specialist departments.

Paid ads as a strategic addition

• When paid ads really make sense and when they don't.
• Interplay between paid and organic: What you can achieve organically in advance.
• Best practices for campaigns to strengthen content or employer branding.

Set up targeted campaigns

• Target group selection: Industries, job titles, companies and more.
• Ad formats at a glance: Text ads, sponsored content, lead gen forms.
• What works with LinkedIn Ads: Headline, text, visual.
• Best practices from B2B, HR and corporate communication.

AI and tools in strategic LinkedIn marketing

• AI tools for topic planning, text creation and format optimization.
• Canva and other tools for a visually strong realization.
• Design internal processes efficiently: From briefing to playout.