Course Information

Digital marketing. Transform your online presence and drive results.

Did you know that 87% of buyers think that social media helps them make shopping decisions, and 43% of customers learn about new products and services through social media networks? A successful social selling program leads to increased pipeline, better win rates, and up to 48% larger deals.*

Social selling is an important strategy in your digital marketing plan to engage with potential customers, build relationships with them, and encourage them to buy. However, for long- term success, you need to understand both the fundamentals and current best practices.

This course covers how to generate a return on investment (ROI) from Facebook, Instagram and LinkedIn paid advertising and how to drive conversions on your website from these campaigns.

*Source: https://optinmonster.com/social-selling-statistics/

Aims

You will learn the exact strategies and steps you need to conceptualise and run a successful social media ad campaign from start to finish. Plus, see real- world examples.

Outcomes

By the end of this course, you should be able to:

• create a compelling offer you can use in your advertising so your campaigns get higher engagement
• create a high converting landing page, and know the updates you need to make on to your website, so you get to gain more leads or make more sales from your ads
• set-up, run, and manage paid advertising campaigns that drive results on Facebook, Instagram and LinkedIn
• monitor, analyse, and optimise your results.

Content

• Understanding the customer journey and how it applies to an ad campaign and your website
• Why you need an offer for a successful campaign and how to create one
• What you need on a landing page in order to convert your traffic
• What is website conversion rate optimisation (CRO) and what improvements you need to make on your website before running a campaign
• How to set up the tracking you need with the Meta Dataset (pixel) and LinkedIn Conversion Tracking and understanding standard events and custom conversions
• The different types of campaigns you need to generate effective conversions long-term
• What audiences and targeting you need to set up and how to do so for both cold traffic and retargeting
• How to prepare your creative assets and how to use AI to assist
• The steps to implement paid advertising through Facebook, Instagram and LinkedIn
• The metrics and reporting you need to analyse and track your campaigns
• What changes to make if your ads are not performing

Intended audience

Marketing directors, managers, team members or business owners who want to start advertising or are trying to get more out of their current paid advertising.

Prerequisites

Prior to attending, you should:

• have an active Facebook business page, an Instagram business profile and a LinkedIn company page that you have access to; and
• be familiar with Meta Business Manager.

Delivery modes

• Face-to-face, presenter-taught workshop using your own device
• Online workshop via the platform Zoom

Face-to-face classes

You need to bring your own device. Ensure your device is fully charged as access to power is limited. Please note that University does not carry any responsibility for your lost, stolen, or damaged devices whilst on the University premises.

Online classes

You will need your own device.

Materials

Course materials are provided electronically using Dropbox. Please bring a computer or laptop.

Before the course

• Test your login to Facebook and ensure you have access to your Meta Business Manager
• Set up a Meta ads account
• Test your login to Instagram
• Test your login to LinkedIn 
• Set up a LinkedIn Advertising account