Class Details
Social Media Advertising and Website Optimisation Course
Course summary
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.
Learning 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
Who this course is for
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
Materials
Course materials are provided electronically using Dropbox. Please bring a laptop or tablet.
What you need to do before the course
To participate in this course, you will need a laptop with the following accounts set up in advance:
- Facebook account and ensure you have access to your Meta Business Manager
- Meta ads account
- Instagram account
- LinkedIn and LinkedIn Advertising account
Sessions
Location
Face-to-face (CCE Building, Sydney)
Public transport
As bus and train timetables regularly change, we suggest you visit the Transport for NSW trip planner before you set out.
The nearest train stations are Newtown Station and Macdonaldtown Station. Macdonaldtown Station is closer by distance than Newtown Station, however trains do not stop as frequently as at Newtown Station.
Other information
Parking
Nearby parking is available at Wilson Parking - RPA Medical Centre Car Park (entry via Elizabeth Street off Carillon Avenue).
A Flexi Saver Rate is available but must be booked in advance online and includes the booking fee. Bookings can be made via the Wilson website or by downloading the Wilson Parking App. Otherwise, hourly parking rates will apply, as advertised on the Wilson Parking website.
Meet the facilitators
Heather Porter
Heather Porter has 15 years’ experience in digital marketing as a business owner, consultant and speaker, and holds a Bachelor of International Business from San Diego State University. She is the founder of Website Love, a website development and social media agency specialising in digital marketing strategies for educational services, coaching and consulting businesses.
Heather is an Amazon Kindle #1 bestseller, co-author of four business books, and trainer of ‘That Social Media Show’ on the Bizversity business app used in over 100 countries. She is also one of seven Meta (formerly Facebook) Certified Lead Trainers in Australia and New Zealand, and is a Meta Certified Media Buying Professional.
Heather regularly speaks for local councils, chambers of commerce and business training organisations. For the last three years, she has also been the Master Social Media Trainer for Pacific Trade Invest Australia where she regularly trains and supports businesses throughout the Pacific Islands on how to use social media.
Heather loves helping simplify digital marketing for businesses so they can easily pinpoint what works for them and stop wasting time and resources.
