Advanced Level: Growth, Data & Monetization

Overview: Understanding the core analytics platforms to measure campaign effectiveness, audience behavior, and optimize strategies.

Google Analytics for Social Media Campaigns:

• Understanding traffic sources and user behavior
• Setting up tracking for social media campaigns (UTM parameters)
• Interpreting session duration, bounce rate, and conversion metrics
• Custom Reports: Setting up reports for tracking social media campaigns

Meta Insights:

• Understanding audience demographics and engagement metrics
• Analyzing reach, engagement, and impressions
• Key performance indicators (KPIs) for organic vs. paid content
• Optimizing Facebook and Instagram campaigns based on Insights data

TikTok Analytics:

• Metrics to focus on: views, engagement rate, follower demographics
• Interpreting the "For You" page algorithm data
• Understanding how video length and posting time impact reach
• Customizing TikTok strategy based on analytics

Overview: Learn to structure and present actionable reports focusing on clarity and ROI.

Creating Impactful Reports:

• What to include in performance reports (KPIs, CTR, ROI, etc.)
• Design and layout of professional reports
• How to interpret data for actionable insights
• Setting benchmarks for success based on data

Campaign Review Frameworks:

• Using the AARRR framework (Acquisition, Activation, Retention, Referral, Revenue)
• Understanding and applying the RACE Framework (Reach, Act, Convert, Engage)
• Key takeaways and optimization for future campaigns

Overview: Equip students to test and optimize social media campaigns and landing pages.

What is A/B Testing?

• Overview of A/B testing in digital marketing
• Defining variables to test: headlines, CTAs, visuals
• Establishing hypotheses

Running A/B Tests on Social Media Ads:

• How to set up tests for Facebook, Instagram, and TikTok ads
• Understanding statistical significance
• Testing creative vs. copy, targeting parameters

Analyzing A/B Test Results:

• How to analyze results and draw conclusions
• When to scale up and when to pivot
• Tools for automating tests (Google Optimize, Meta's split testing)

Overview: Learn to identify and capitalize on trending topics.

Tracking Trends:

• Tools for monitoring trends (Google Trends, Twitter Trends)
• Identifying trends that align with brand goals
• Fleeting vs. sustainable trends

Creating Content Around Trends:

• Integrating trends into social media posts
• User-generated content and challenges
• Examples of successful trend-based campaigns

Viral Content Strategy:

• The psychology behind viral content
• Optimizing timing and placement

Overview: Expand reach through strategic partnerships.

Identifying the Right Partners:

• Finding partners aligned with brand values
• Types of partnerships: co-marketing, influencers, affiliates
• Tools for finding partners (LinkedIn, influencer platforms)

Negotiating Partnerships:

• Crafting win-win proposals
• Legal and contractual considerations
• Influencer marketing best practices

Executing Collaborative Campaigns:

• Case studies of successful partnerships
• Cross-platform collaboration strategies
• Measuring success of partnerships

Overview: Automate tasks and build marketing funnels.

Introduction to Marketing Automation:

• Overview of automation tools
• Automating social media posting and engagement
• Setting up email workflows

Building Effective Sales Funnels:

• Understanding the customer journey
• Creating high-converting landing pages
• Automation for lead nurturing

Integrating Automation with Social Media Ads:

• Using automation for retargeting
• Integrating tools like Zapier

Overview: Learn tools to streamline marketing efforts.

Zapier for Automation:

• How Zapier works in digital marketing
• Examples of common Zaps
• Connecting apps and automating tasks

Metricool for Social Media Management:

• Scheduling and automating posts
• Analyzing performance
• Tracking ROI and engagement

Overview: Master multi-platform paid ads.

LinkedIn Ads:

• B2B lead generation campaigns
• Targeting by job titles and industries
• Measuring success with analytics

TikTok Ads:

• Creating engaging ads for younger demographics
• TikTok's ad formats
• Video ad best practices

Meta Ads (Facebook & Instagram):

• Advanced strategies with Lookalike Audiences
• Creative tips for Instagram Ads
• Optimizing ad spend across platforms

Overview: Increase conversions through retargeting.

The Basics of Retargeting:

• How retargeting works across platforms
• Types of retargeting
• Setting up retargeting campaigns

Advanced Retargeting Strategies:

• Dynamic retargeting for personalized ads
• Multi-channel approaches
• Audience segmentation

Overview: Integrate ads into sales funnels.

The Concept of a Sales Funnel:

• Customer journey stages (AIDA)
• Content tailored to each stage
• Converting leads to customers

Integrating Ads with Funnels:

• Guiding users from ads to conversions
• Optimizing campaigns for funnel stages
• Tracking performance

Overview: Technical setup of tracking pixels.

Setting Up Pixels:

• Installing Facebook Pixel, Google Analytics tracking
• Setting up conversion tracking

Optimizing Pixel Data:

• Using data to create custom audiences
• Tracking actions to refine targeting
• Retargeting based on pixel data