26
Nov 2019

LinkedIn Paid Marketing

Course Information

Start Date26 Nov 2019, Tuesday
End Date27 Nov 2019, Wednesday
Time9am to 5pm
Venue100 Orchard Road, Concorde Hotel Singapore 238840
Fee$990 (excluding GST) Inclusive of refreshments, lunch, and course materials
ContactRoshini | 6720 3333 | roshini@aventisglobal.com
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Course Schedule

26 & 27 Nov 2019 NEW

13 & 14 Feb 2020

12 & 13 May 2020

(Click on the dates above to register online)

INTRODUCTION

With over 630 million users, LinkedIn is all about building networks and connections. It’s not only about who you know, but about who your connections know. That’s the real power of LinkedIn for business: the ability to tap into existing connections and grow your brand through word-of-mouth. It’s also the top-rated social network for lead generation.This highly interactive 2-day course will help you formulate strategies to leverage LinkedIn’s Paid Marketing (Sponsored Content, Sponsored InMail, Text Ads) to build awareness and generate leads to grow your business. By the end of the course, you will be able to convert your customer acquisition process into a digital marketing process specifically leveraging LinkedIn’s Paid Marketing.

Course Highlights
  • Identify your target audience using LinkedIn
  • Map the process of acquiring customers both offline and online
  • Convert customer acquisition process into a user journey using RACE as a framework
  • Use LinkedIn Sales Navigator as a tool for identifying and following leads
  • Understand the different forms of LinkedIn Paid Marketing
  • Aligning user journey (using RACE) to the different paid LinkedIn marketing platforms
  • Craft content for maximum engagement
  • Use analytics to optimize ads for LinkedIn Paid Marketing
  • Use Matched Audience on LinkedIn Paid Marketing
Target Audience
  • Professionals who are already using LinkedIn for Digital Marketing, Customer Acquisition, and Brand Strategies
  • Business Owners, Leaders and Individuals with an existing LinkedIn Premium Account who wish to scale their outreach, marketing, and customer acquisition
Prerequisite

Participants are required to have an active LinkedIn account (having used LinkedIn to share, comment, and leave messages at least once a week). It is preferred that participants have a Sales Navigator Premium Account to best unlock the full potential of leveraging paid services on LinkedIn. Participants from companies must have access to their LinkedIn Company Page (and/or Showcase Pages). Participants will need to bring their own laptop (mobile device NOT encouraged) to fully benefit from the desktop functionalities of the LinkedIn platform.

Course Outline
  • Customer Acquisition Process
    • Creating a persona of your target audience using empathy map
    • Using LinkedIn (free) account to Identify your target audience
    • Mapping the process of converting your target audience into customers (offline and online)
    • Using RACE (Reach, Act, Convert, and Engage) as a framework to convert customer acquisition process into a user journey
    • Case Study – Getting the CEO of a Singapore Stat Board to agree to an appointment using LinkedIn

 

  • LinkedIn Sales Navigator
    • Understanding the mechanics of LinkedIn Sales Navigator
    • How to use Sales Navigator to create a list of leads to follow
    • Using filters to narrow down the list of leads
    • Difference between leads and accounts on LinkedIn Sales Navigator
    • Why leads are more effective than accounts
    • Case Study – Using Sales Navigator to follow and track your leads on LinkedIn without them knowing

 

  • LinkedIn Paid Marketing Tools
    • Sponsored Content vs Sponsored InMail vs Text Ads
    • How to align customer acquisition process (using RACE) to LinkedIn Paid Marketing
    • Formulating a strategic plan to execute LinkedIn Paid Marketing
    • Case Study – The Anatomy of a Successful LinkedIn Paid Marketing Campaign

 

  • Advanced Tools on LinkedIn
    • Using Matched Audience for laser-focused precision marketing
    • Creating a three-pronged approach to LinkedIn Paid Marketing
    • Designing a leads generation system by using varied tools to augment LinkedIn Paid Marketing
    • Case Study – The Automated Leads Generation System Using LinkedIn Paid Marketing
Asia’s First LinkedIn Video Evangelist: Melvyn Tan

Melvyn is the founder of Befinity Media, a digital media agency focusing on helping smart businesses accelerate their growth by using videos to dominate search and social. He also founded LINE consulting, a boutique strategy advisory firm in Singapore. Leveraging his 14 years of experience as a business strategist, Melvyn and his team formulate strategies to help businesses leverage videos to reach their intended audience.

As Asia’s first video evangelist, Melvyn is a highly sought-after trainer and speaker as he has a diverse skill set which includes – growth hacking on Facebook and content creation on YouTube. Melvyn is also regularly invited to speak at numerous events and seminars including LinkedIn local events in Singapore and has conducted training for Institute for Adult Learning, SGH, Centre for Career Excellence, and Citibank.

Testimonials

“Melvyn is one of the finest LinkedIn video strategists I’ve met. He has his heart in it. He is passionate about it. He captures people’s attention. I would highly recommend him to anyone looking for a LinkedIn video strategy.”
Ivan Temelkov, CEO, Razor Sharp Digital

“Melvyn helped to make the first video for me as an Executive Coach. He has a way of helping me feel more comfortable in front of the camera, Melvyn was also accommodating and helpful during the editing phase. I will advise whoever who worked with Melvyn to have at least 1 phone conversations during the editing phase to align the objective of the video and communicate changes.”
Samuel Yeo, Executive Coach

“It has never occurred to me to create informational videos on LinkedIn until I saw Melvyn started doing it last year. His videos were engaging, entertaining and educational. I wanted to do the same but I didn’t know how to. That’s when I decided to approach Melvyn. Through a consultative and hands-on process, Melvyn showed me how to create enthralling videos. I would highly recommend him to anyone who needs professional advice on using videos to strategize their business.”
Terence Chiew