Navigating the World of LinkedIn Marketing

Komu Frank
4 min readDec 30, 2022

As we draw closer to the end of 2022, I have just been in reflection and in awe of how seasons can quickly start and come to an end. I have been more intentional about growing this year, even if it is only a step at a time. Learning at times requires intentional sacrifice if you are already engaged in intense day-to-day activities.

“I’m excited to share with you that Lapid Leaders Africa was selected to receive a $100,000 LinkedIn Ad Grant!

LinkedIn is donating pro bono advertising credits and strategic support to your organization to leverage the LinkedIn platform. You’ll work with an experienced LinkedIn Marketing Solutions partner who will help you use this media effectively, drive impact around your goals, and share reporting. Your LinkedIn Ad Grant must be used in full by December 31, 2022, or it will expire. We received a record number of applications for this cohort and we’re thrilled to be able to support Lapid Leaders Africa through this initiative.”

This is the news that was shared in August 2022 after Lapid Leaders Africa got awarded an ads grant by LinkedIn for Nonprofits to help support Lapid’s organization’s goals.

Before this, I had not run any ads on the platform. The bulk of my experience in ad buying was on Facebook and Instagram. I had also done a few paid campaigns on Google and Twitter. As a media buyer, it’s not every day you get access to a $100,000 (≈Ksh.12,335,000) grant to run advertising campaigns on LinkedIn. This was exciting for me as it presented an opportunity to learn the fundamentals and become a guru in marketing on the platform.

It’s not every day you get access to a $100,000 (≈Ksh.12,335,000) grant to run advertising campaigns on LinkedIn.

Part of the requirement as part of the Marketing team handling the account was to complete the LinkedIn Marketing Solutions Fundamentals course and get a certification. The course really requires a huge time investment but I really loved how easily structured the lessons were. I worked with Terri Mathur(Segue), LinkedIn Client Solutions Manager to set up and ensure the LinkedIn Ads Campaigns were well run.

As a result of the ads campaign which started in September, we had about 600 young people apply to join the Lapid Experience program, from which about 130 qualified for the November Intake.

87% of all the applicants selected were as a result of the LinkedIn campaign.

Designed by Frank Komu for LLA

In October, we also launched the #UbuntuShow a limited series introducing, intentionally creating awareness, and celebrating the philosophy of Ubuntu. Ubuntu emphasizes ‘being self through others’. It is a form of humanism that can be expressed in the phrase ‘I am because of who we all are’.

My experience in media production helped me easily learn how to set up live streams on LinkedIn for the Ubuntu show and we got to air 4 episodes bi-weekly.

The Ubuntu Show campaign involved several organic and paid ad content to drive users to connect to the live streams as well as be educated on the importance of practicing Ubuntu.

The last bit of the grant was used in the awareness campaign for the various Lapid programs which have their next intakes in 2023.

Over the last 2 weeks of my December 2022 holiday, I set apart time so that I could complete the LinkedIn Marketing courses. I made the sacrifice to spend several days going through the content and sitting for the exams. It was not easy (my aching back and eyes attest😂) but it was definitely worth it. I completed the first 3 courses and certifications under Level 1: Certified Marketer. The individual courses are:

1. LinkedIn Marketing Solutions Fundamentals: This certification demonstrates expertise in LinkedIn advertising foundations, such as launching a successful LinkedIn advertising campaign, optimizing targeting, and reporting.

2. LinkedIn Marketing Strategy: This certification demonstrates expertise in building a full-funnel LinkedIn marketing strategy.

3. LinkedIn Content and Creative Design: This certification demonstrates expertise in creating and maintaining paid and organic content.

These certifications have qualified me to become a Certified Marketing Insider. I am looking forward to applying my lessons in the coming year and beyond as well as getting involved in the quarterly LinkedIn events.

LinkedIn tools are quite unique in targeting professionals with authentic content while delivering across your company’s marketing funnel. These solutions are definitely worth your investment.