LinkedIn Authority System: Build Influence and Opportunity

Position your expertise, create trusted content, build relationships, use social selling, and measure influence

Created byDr. Law Payne

Last updated 11/2026

English

What you'll learn

Build a complete LinkedIn authority and marketing system connected to meaningful business outcomes.
Position your expertise for the right professional audience and communicate a clear point of view.
Create high-trust content, relationships, conversations, and social selling pathways.
Measure authority, pipeline contribution, and business results to improve your LinkedIn strategy.

Course content

2 sections • 11 lectures • 1h 49m total length

The LinkedIn Authority and Growth System9:48
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind the LinkedIn authority and growth system. Students apply the framework to a continuing case and complete a practical assignment.
Position Your Expertise for the Right Audience9:59
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind positioning your expertise for the right audience. Students apply the framework to a continuing case and complete a practical assignment.
Create High-Trust Content That Builds Demand9:57
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind high-trust content that builds demand. Students apply the framework to a continuing case and complete a practical assignment.
Relationships Conversations and Social Selling9:56
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind relationships, conversations, and social selling. Students apply the framework to a continuing case and complete a practical assignment.
Measure Authority Pipeline and Business Results10:02
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind authority, pipeline, and business results. Students apply the framework to a continuing case and complete a practical assignment.

Workshop 1: The Personal Brand Business Model10:04
Work through the practical lesson: The Personal Brand Business Model. This applied study preserves the original Personal Brand to Profit - Build Authority and Opportunity case context, then transfers its decision method to LinkedIn Authority System: Build Influence and Opportunity.

Complete Strategy Decision Brief and Personal Authority and Proof Map. Make a specific business decision visible before selecting activities or tools. Build a credible professional position around demonstrated expertise and a relevant audience.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 2: Position Your Expertise and Credibility10:04
Work through the practical lesson: Position Your Expertise and Credibility. This applied study preserves the original Personal Brand to Profit - Build Authority and Opportunity case context, then transfers its decision method to LinkedIn Authority System: Build Influence and Opportunity.

Complete Ideal Customer Profile Worksheet and Positioning Statement Builder. Define the customers you can serve well and specify observable qualification and exclusion criteria. Connect a defined audience and important problem to a credible differentiated value proposition.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 3: Create Signature Ideas and Authority Content9:58
Work through the practical lesson: Create Signature Ideas and Authority Content. This applied study preserves the original Personal Brand to Profit - Build Authority and Opportunity case context, then transfers its decision method to LinkedIn Authority System: Build Influence and Opportunity.

Complete Content Strategy and Distribution Planner and Messaging and Proof Map. Choose content that helps a defined audience make a decision and plan its distribution and measurement. Translate positioning into messages that answer buyer questions and are backed by verifiable proof.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 4: Build Relationships Distribution and Visibility9:58
Work through the practical lesson: Build Relationships Distribution and Visibility. This applied study preserves the original Personal Brand to Profit - Build Authority and Opportunity case context, then transfers its decision method to LinkedIn Authority System: Build Influence and Opportunity.

Complete Partnership and Influencer Evaluation and Relevant Outreach Planning Sheet. Evaluate a partnership by audience relevance, credible behavior, delivery terms, and measurable business fit. Plan a relevant first contact around a verified business problem and a reasonable next step.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 5: Monetize Trust Without Damaging Your Reputation9:53
Work through the practical lesson: Monetize Trust Without Damaging Your Reputation. This applied study preserves the original Personal Brand to Profit - Build Authority and Opportunity case context, then transfers its decision method to LinkedIn Authority System: Build Influence and Opportunity.

Complete Offer Design Canvas and Measurement and Learning Plan. Build an offer that combines a valuable outcome, a credible delivery mechanism, and clear boundaries. Select a small set of defined measures and use them to make decisions rather than report activity.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 6: Analytics Content Improvement and Monetization9:59
Work through the practical lesson: Analytics Content Improvement and Monetization. This applied study preserves the original YouTube Authority Engine - Content Leads and Revenue case context, then transfers its decision method to LinkedIn Authority System: Build Influence and Opportunity.

Complete Measurement and Learning Plan and Acquisition Economics Worksheet. Select a small set of defined measures and use them to make decisions rather than report activity. Calculate customer acquisition economics using consistent definitions and explicit assumptions.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.

Requirements

No prior LinkedIn marketing experience is required; an active LinkedIn account is helpful.

Description

This course contains the use of artificial intelligence.

LinkedIn can be more than an online résumé or a place to post occasional updates. Used strategically, it becomes a professional authority system that helps you communicate expertise, build trust, create relationships, and generate meaningful career and business opportunities.

This course gives you a complete framework for positioning your expertise, choosing the right audience, developing a clear point of view, creating high-trust content, and turning professional engagement into productive conversations. You will learn how to use LinkedIn without relying on empty engagement tactics, aggressive pitching, or a constant stream of generic posts.

Across five focused lectures, you will build the complete LinkedIn marketing system. You will study authority and growth strategy, positioning, content design, relationship development, social selling, and measurement. Each lecture connects ideas to a continuing case and a practical assignment so that you can apply the framework to your own profile, organization, consultancy, or professional goal.

This course is designed for professionals, consultants, founders, marketers, executives, job seekers, and creators who want stronger influence on LinkedIn. No prior LinkedIn marketing experience is required, although an active LinkedIn account will help you apply the exercises immediately.

Dr. Law Payne combines advanced business education with extensive experience in marketing, entrepreneurship, leadership, teaching, and coaching. The course emphasizes credibility, useful ideas, responsible influence, practical execution, and metrics that connect LinkedIn activity to real outcomes.

By the end, you will have a repeatable LinkedIn authority system that supports visibility, trust, conversations, pipeline, and long-term professional value.

Who this course is for:

Professionals, consultants, founders, marketers, executives, job seekers, and creators who want stronger LinkedIn influence.

LinkedIn Authority System: Build Influence and Opportunity

What you'll learn

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Course content

Build the Complete LinkedIn Marketing System5 lectures • 50min

Applied Workshop Lab: Evidence, Experiments and Execution6 lectures • 1hr

Requirements

Description

Who this course is for: