Social Media Marketing

Course Programme

Lesson 1. Social media audience

You will study

Responsibilities of a social media marketing manager

Audience distribution in social media

Differences between social media platforms

Analysing your target audience

User portrait

Creating a sales funnel

The 4P marketing theory

International case studies and practice

You will practice

Analysing your target audience

Creating a user portrait

Creating accounts on social media

You will master

Instagram

Facebook

YouTube

TikTok

Lesson 2. Developing a strategy

You will study

Product SWOT analysis

Forming a brand strategy

Setting business and SMM goals

Analysing and differentiating from your competitors

Brand positioning

Defining a unique selling proposition (USP)

Analysing key metrics in social media

Working with analytics tools

You will practice

Reviewing the algorithm for developing a strategy

Defining positioning and strategy for your project

You will master

Product analysis

Competitor analysis

USP

Positioning

Lesson 3. Quality content

You will study

Types of content for social media

Goals behind content (engagement, selling, advertising)

Content trends in 2021

Creating a rubricator and a content plan

Visual concept

Working with references

You will practice

Developing a rubricator and a content plan for one month

Developing a visual concept for the promotion

You will master

Types of content

Content rubrication

Content plan

Mood board

Lesson 4. Shooting and editing on a mobile device

You will study

Shot composition

Natural and artificial light

Colour wheel

Flat lay photos for social media

Useful tools for creating content

Photo editing using mobile

You will practice

Working with graphic editors

Creating photos for publication

Mobile photo editing

You will master

ProCam

VSCO

Flat lay

Feed planner

Lesson 5. Copywriting

You will study

Rules of copywriting

Types of texts in social media

Copywriting funnel

Conversion rate

Text structure

Texts for social media

You will practice

Reviewing posts on Instagram and Facebook

Writing high conversion texts

You will master

Copywriting

Sales funnel

Conversion rate

Formula of text

Lesson 6. Texts for social media

You will study

Language of benefits in texts

Defining the target audience for a selling text

Choosing the tone of voice

Creating catchy titles

Advertising text formulas

Winning your consumer’s trust

You will practice

Writing a selling text

Writing an advertising post

You will master

AIDA model

PMHS formula

Selling texts

Advertising texts

Lesson 7. Audience loyalty

You will study

Eric Berne’s theory

Ways of brand communication

Archetypes in branding

Increasing your audience loyalty

Contest mechanics

Community management

You will practice

Reviewing communication strategies of famous brands

Developing a contest

Working with negative reviews

You will master

Communication strategy

Reviews

Contests

Engagement

Lesson 8. Promotion and advertising

You will study

Ways of promotion in social media

Promotion using hashtags

Choosing hashtags for Instagram and YouTube

Mass liking and mass following

Risks of mass following

Advertising through bloggers

You will practice

Choosing types of promotion channels

Choosing and using hashtags

You will master

Hashtags

Mass following

Mass liking

Advertising

Lesson 9. Influencer marketing

You will study

Promotion through social media influencers

How to choose a blogger for collaboration

Analytics tools for blogs

Blogger’s performance metrics

Performance metrics for an influencer advertising campaign

ER, ERR and ROMI calculation formulas

You will practice

Reviewing cases of collaboration between famous brands and bloggers

Choosing a blogger for collaboration

The course instructor will assess the result and discuss it with you in detail.

You will master

Bloggers

Influencers

Celebrities

KPIs

Lesson 10. Blogger collaboration formats

You will study

Influencer collaboration formats

The cost of advertising placement in blogs

Advertising on Instagram Stories

Product placement on Instagram

Criteria for choosing a collaboration format

Ways to motivate a blogger

Advertising formats on YouTube

Successful advertising cases on Instagram and YouTube

You will practice

Choosing the collaboration format

Preparing a commercial offer for collaboration

You will master

Pre-roll

Integration

Special project

Contest

Lesson 11. Targeted advertising

You will study

The aims and objectives of targeted advertising

Types of demand

Effectiveness of targeting

Topics and products prohibited for advertising

Audience segmentation

Advertising and copywriting formulas

You will practice

Creating a segmentation map

Composing advertising messages for each segment

You will master

Targeting

AIDA

ACCA

QUEST

Lesson 12. Facebook Ads Manager

You will study

Facebook Ads Manager

News Feed advertising

Advertising on Instagram Stories

Creating an advertising campaign

Offer on Facebook

Custom audience

Setting up exclusions

Advertising budget and optimisation on Facebook

You will practice

Learning advertising rules on Facebook and Instagram

Creating advertising campaigns for three types of audience

You will master

Setting targets

А/B testing

Detailed targeting

Canvas builder

Lesson 13. Advertising on TikTok

You will study

How to create a TikTok Ads Manager account

How to verify your business information

How to refill your account balance

How to work with TikTok Ads Manager

What niches work well on TikTok

Rules of advertising on TikTok

You will practice

Creating a TikTok Ads Manager account

Creative advertising on TikTok

You will master

TikTok Ads

In-Feed Ads

Brand Takeover

Branded Effects

Lesson 14. Retargeting

You will study

Types of retargeting

Consumer behaviour models

Working with the budget

Gathering audience for various business goals

Logic behind the work of parsers

Working with UTM parameters

You will practice

Developing retargeting scripts for your project

Writing a parsing algorithm

You will master

Budget calculation

Retargeting settings

Parsing tools

UTM parameters

Lesson 15. Analytics

You will study

Facebook and Instagram built-in analytics

Advertising funnel performance indicators

Working with UTM parameters

Essential Google Analytics reports

Email campaigns on behalf of a group

Monitoring comments

You will practice

Calculating performance indicators

Preparing a report on advertising campaigns and social media marketing strategy

You will master

ERR

ROMI

ROI

Google Analytics