So, I was chatting with Morgan the other day, and the conversation drifted, as it often does, to LinkedIn. We were brainstorming innovative ideas for using the platform to actually generate new business, not just passively build a profile. Morgan’s a clever cookie and she came up with some real gems! Specifically, we dived deep into leveraging LinkedIn Learning, but not just for taking courses – for creating them and using them as potent content marketing tools.
“Think about it,” Morgan said, swirling her tea, “everyone’s on LinkedIn trying to upskill. Why not become the source of that upskilling?”
That got me thinking. We often focus on consuming content on LinkedIn Learning, but what about flipping the script and creating content? Specifically, creating courses or learning paths that directly address current industry trends and challenges. It’s about positioning yourself as a knowledgeable guide, not just another voice in the crowd.
Step 1: Identifying the Need (and Your Expertise)
First things first: you need to pinpoint a specific area where you have demonstrable expertise and, crucially, where there’s a clear market need. Don’t just create a course on ‘General Marketing Principles’. That’s too broad and frankly, boring. Instead, think about niche areas or emerging technologies. For example, let’s say you’re a whizz with AI-powered SEO tools. A course on “Mastering AI SEO: A Practical Guide for Modern Marketers” would be far more appealing.
Morgan suggested using LinkedIn’s own analytics to gauge interest. “Look at the trending skills and topics in your industry. See what people are talking about in groups and forums. That’s your goldmine,” she said. Tools like BuzzSumo or even Google Trends can also help identify hot topics and keywords.
Step 2: Crafting Compelling Content
Once you’ve identified your niche, it’s time to create engaging and valuable content. Remember, this isn’t just about regurgitating information. It’s about sharing your unique perspective, practical tips, and real-world examples. Structure your course logically, breaking it down into bite-sized modules. Use a mix of video lectures, screen recordings, downloadable resources, and quizzes to keep learners engaged.
“Don’t be afraid to show your personality,” Morgan advised. “People connect with authenticity. Let your passion shine through!”
Step 3: Creating a ‘Freemium’ Model
This is where the lead generation magic happens. Offer free access to introductory modules of your course. Think of it as a taste test. These free modules should provide real value and showcase your expertise, enticing people to sign up for the full course. Examples include the first module being free and explaining the high level understanding of what AI is and how it applies to SEO and the value that can be derived. You could also give access to useful tools that are open source and that you are providing support for, which is the key deliverable
“Make sure the free modules are genuinely valuable,” Morgan emphasised. “Don’t hold back the good stuff. Give people a reason to trust you and want to learn more.”
Step 4: Promotion and Engagement
Once your course is live, it’s time to promote it strategically on LinkedIn. Share updates and insights related to your course content on your profile and in relevant groups. Engage with comments and questions, demonstrating your expertise and building relationships. Use relevant hashtags to reach a wider audience.
Morgan had a brilliant idea here: “Run a LinkedIn poll asking people about their biggest challenges in your course’s area of focus. Then, create a short video addressing the top concerns and promote your course as a solution!”
Step 5: Converting Learners into Leads (and Clients!)
The ultimate goal is to convert learners into leads and, ideally, clients. Offer exclusive discounts or bonuses to learners who complete the course. Invite them to connect with you on LinkedIn and schedule a consultation. Nurture these relationships by providing ongoing value, such as sharing relevant articles, insights, and opportunities. Send emails following up with the learners to see how they are progressing with their learning and if you can assist them in any way.
“Think of your course as the top of your sales funnel,” Morgan explained. “It’s a way to attract qualified leads, build trust, and showcase your expertise, ultimately leading to new business opportunities.”
Key Takeaways for Turning Skills into Sales
Okay, so let’s recap. To really leverage LinkedIn Learning for business generation, you need to identify a niche where you have expertise and where there’s market demand. Craft compelling content, breaking it down into manageable modules. Offer free access to introductory modules to generate leads and showcase your value, with clear and practical guidance on how to implement what has been learned. Then, strategically promote your course, engaging with your audience and providing ongoing value. And finally, convert those learners into leads by offering exclusive discounts, inviting them to connect, and nurturing those relationships. It’s about becoming the go-to expert in your field and using LinkedIn Learning as a powerful tool to achieve that goal and in turn generate new business.
