While creating top shelf social content and communications materials is essential, actually getting it seen and heard is the key. Prepare to discover the art and science of strategic content promotion, amplification and analysis, and intelligent (affordable!) digital ad campaign building and management. Learn top measurement tools and tactics, best practices for promotion, optimization and targeting, and how to run effective digital ad campaigns featuring custom audiences, in-house creative, and powerful results.
Module 1: Analyze & Optimize
- THE
DECLINE OF ORGANIC REACH - Understand the landscape, the opportunities,
and why paid content is an integral piece of your social strategy
- FACEBOOK BUSINESS SUITE TOUR - Meet the backbone to your FB and Instagram game. and properly set up your People, Pages, Ad Account, Pixel, Posts and Inbox, before touring Audiences and Ads Manager
- FACEBOOK BUSINESS SUITE SET-UP - Properly add your People, Pages, Ad Account, Pixel, Posts and Inbox, before touring Audiences and Ads Manager
Module 2: Targeting & Reach
- AUDIENCES AND ADS MANAGER - Understanding the fundamentals of Audience building, journey-based ad campaigns, and how to craft them both
- BOOSTED CONTENT 101 - Best practices for promoted posts on Facebook and Instagram, plus case studies, success stories, and a demo of the short vs. long way to boost
- PROMOTED CONTENT IN OTHER PLACES - Discover the possibilities and opportunities for paid Pinterest, LinkedIn and Twitter posts
- CROSS-PLATFORM CHALLENGE - Putting a $10 boost budget to the test across 3 paid social content channels
- PLANNING FOR PAID CONTENT SUCCESS - Go-forward guiding principles for audience targeting, budgeting and optimization of your promoted posts
Module 3: Advertise & Engage
- FACEBOOK ADS MANAGER - Discover the unparalleled features of today’s most powerful digital advertising platform, and the endless opportunities within
- AUDIENCE TARGETING - Build your target audiences according to the strategically mapped stages of your buyer journey, with top, middle and bottom of funnel in mind
- ADS MAPPING - Identifying the objective, placements, budget, duration, assets and ad types that make up your world-class paid campaigns
- ADS STRATEGY - Discover the proven 1-2-3 structure of high performing digital ads, and the funnel methodology that takes them to an entirely new level