Course Curriculum

Powerful Social Media Marketing: From Beginner to Advanced

10sections
92lectures
12h 20mtotal

What you’ll learn

  • Understand your own purpose within your career as a social media marketing professional

  • Create captivating graphics, GIFs and videos for various social media platforms

  • Leverage automation tools to optimise your workflow and save your client previous time and money!

  • Conduct an audit and create an impressive social media strategy, specific to individual client needs

  • Understand how to analyse your performance and make adjustments to your strategy

  • Learn about the latest AI tools and how to use them for social media

  • Go from being a complete beginner in the world of social media to a professional social media manager, ready to take on any client!

01

Planning for Success

5 lectures • 30min

  • What to Expect + Course Guide

    Set expectations for beginners entering powerful social media marketing, using a course guide with hands-on activity, practice along with me, and strategies to finish the course.

    5:42

  • Why Are You Here?

    Explore how purpose drives social media strategy through the why behind brands, the Golden Circle, and mission statements, with examples like Apple, Google, Patagonia, and Tesla.

    8:23

  • Get help creating your mission statement and choosing your brand values

    Activity

  • Marketing Mythbusters

    Challenge common marketing myths by embracing unique messaging through you, balancing budgets with clever creativity, and setting realistic timelines while practicing objectivity and prioritizing engagement over production value.

    9:46

  • Your First Client

    Test your skills on yourself to build confidence and discover your personal style, then choose between personal and business branding, and practice with mock accounts across platforms.

    6:24
02

Branding and Content

21 lectures • 2hr 42min

  • Branding Introduction

    Learn how to present a powerful brand online, craft shareable content, and use a branding style guide to create a cohesive look that boosts social media engagement.

    1:57

  • What Makes a Powerful Brand?

    Craft a brand identity that goes beyond logos and colors, shaping values and emotional connections to drive engagement and loyalty across social media.

    4:37

  • Make a Brand Style Guide

    Develop a cohesive brand style guide detailing logos, colors, fonts, tone, and acronyms to guide internal and external use and ensure consistent marketing across channels.

    10:55

  • Content Marketing 101

    Learn how content marketing guides what to create and where to share it by knowing your brand, audience, and each platform, while crafting educational, entertaining, or inspiring content.

    5:31

  • Get Endless Content Ideas

    Generate endless content ideas using Answer the Public and Answer Socrates to surface trending questions across Google and social platforms, and organize inspiration for reels and posts.

    6:44

  • Get to Know Canva

    Explore Canva’s dashboard, templates, and brand kit, and learn how logos, colors, and fonts power social media design. Understand Canva free vs pro, including SVG exports and AI-assisted design tips.

    12:40

  • Find Free to Use Content

    Discover how to find free to use images and videos for Canva, using Unsplash, Pexels, and Pixabay, understand licenses, and import assets into Canva for DIY social media design.

    9:53

  • Design Powerful Graphics

    Design powerful graphics in Canva by selecting and saving templates, customizing with your brand kit, swapping images, adjusting borders and fonts, and downloading cohesive, branded posts for Maggs Realty.

    9:54

  • Make Captivating GIFs

    Organize Canva assets with folders for easy access and reuse in designs. Create branded GIFs by converting images to GIFs, adding animated elements, and exporting for social platforms.

    9:03

  • Create Powerful Videos

    Create powerful videos for Instagram Reels and TikTok using Canva templates or a blank canvas, even if you're a beginner. Master simple on-screen text, timing, and captions to boost engagement.

    9:50

  • Other Powerful Video Styles

    Learn to create Pinterest video pins using Canva templates and repurpose clips. Discover branding, muting, trimming, captions, Descript and CapCut options for engaging cross-platform videos.

    10:32

  • Develop Customer Profiles

    Develop three buyer personas or avatars from audience research and analytics, then tailor social media messages to each persona to boost engagement and purchase likelihood.

    9:37

  • Make Them Feel First

    Craft written social media copy that builds on visual components, prioritizes the customer feel first approach, uses creative calls to action, counters habituation, and highlights tangible benefits.

    3:47

  • Master Compelling Copywriting

    Master copywriting that reads in human, conversational language to connect with audiences, using clarity, active voice, short, simple lines, calls to action, power words, and practice with swipe files.

    11:21

  • Viral Hooks

    Craft viral hooks to instantly grab attention in short-form videos, focusing on the opening sentence to boost viewer engagement on Instagram and TikTok.

    6:57

  • Viral hook for Mags Realty

    Activity

  • Hashtags & Accessibility

    Master hashtag strategy for local business reach, choosing sweet spots, platform-specific use, and accessibility features like capitalized hashtags, closed captions, and design checks in Canva.

    8:06

  • Leverage The Power of AI

    Leverage ai tools to create tailored social media content by training ChatGPT with brand voice, prompts, and tone. Learn to use Copy.ai, build content calendars, and preserve human creativity.

    12:45

  • AI for Epic Images

    Leverage ChatGPT prompts with AI image software to generate tailored social media visuals, using Leonardo AI to create predictive, forward-looking imagery for real estate on Instagram and LinkedIn.

    5:00

  • AI for Quick Videos

    Explore ai for video with a Nvidia ai option to create a 42-second Instagram Reels clip for first-time home buyers in Brisbane, covering extra costs, rushed decisions, and neighborhood research.

    4:32

  • Mini Assignment

    Learn to blend authentic on-camera presence with AI ideation, and complete a mini assignment to create an intro post that highlights your brand and audience needs.

    8:11
03

Social Media Platforms

26 lectures • 3hr 28min

  • Social Media Introduction

    Shift from a consumer mindset to a business and creator approach across social networks, including X, LinkedIn, Facebook, Pinterest, Instagram, TikTok, and YouTube.

    3:43

  • Business vs Personal Socials

    Prioritize engagement over follower counts to cultivate true fans who buy your products. Keep content on brand with evergreen themes and clear goals so followers know what's in it.

    8:15

  • Organic vs Paid Socials

    Compare organic and paid social strategies, from content planning and posting to ads, funnels, and conversions. Learn to integrate both approaches for sustainable business growth.

    6:39

  • Which Platforms to Choose

    Learn to prioritize one to two social platforms that fit your audience and business goals, focusing resources for meaningful results, with examples of platform selection for X.

    7:46

  • X [Twitter] for Beginners

    Learn to use X for real-time conversations, customer service, and engaging, human brand content; post short, witty updates with two hashtags, and listen to audience feedback.

    4:55

  • Set Up Your X [Twitter] Account

    Set up an X profile with a branded profile photo from Canva, optimize the header across networks, and craft a concise bio using Canva Pro resize and templates for consistency.

    8:18

  • How to Use X [Twitter]

    Optimize your X profile, use for you and lists to follow real estate accounts and Brisbane topics. Post with media, alt text, and hashtags to increase visibility.

    10:50

  • LinkedIn for Beginners

    Explore how LinkedIn drives visibility and engagement for professionals and B2B brands, from profile optimization and long-form articles to strategic posting, networking, and sharing external content.

    4:49

  • How to Use LinkedIn Profiles

    Update and optimize your LinkedIn profile to attract recruiters and clients, featuring a professional photo, tailored headline, open to work, compelling about section, and a portfolio in the featured section.

    12:13

  • Create a LinkedIn Page

    Learn to create a LinkedIn company page for a real estate business, optimize cover image, branding, and posting strategies including GIFs, carousel posts, PDFs, and thought-leadership articles.

    7:54

  • Facebook for Beginners

    Explore how Facebook for business uses organic reach, video content, and ads to engage audiences and drive return on investment, with storytelling and repurposing across Facebook and Instagram.

    4:10

  • Set Up a Facebook Page

    Learn to create and optimize a Facebook page—from setting up a page and bio to cover image, action button, and URL—plus managing permissions, reviews, and linking Instagram and WhatsApp.

    6:14

  • How to Use Facebook

    Learn how to use Facebook for business by balancing friendly, engaging content with brand updates, maximizing reach with reels and video, and using the Meta Business Suite for automation.

    9:09

  • Instagram for Beginners

    Discover how to transition to business use on Instagram, leverage reels, stories, and lives to boost engagement, drive purchases via stories and DMs, and optimize your profile.

    8:24

  • Set Up an Instagram Profile

    Learn to set up an Instagram profile for a business, starting with desktop signup, handling username issues, and optimizing your bio, profile photo, category, and contact options.

    9:20

  • How to Use Instagram

    Learn to find trending audio and inspiration on Instagram using the professional dashboard, explore accounts, and save reels for better discoverability. Organize favorites, stories, highlights, and DMs to boost engagement.

    15:34

  • Pinterest for Beginners

    Pinterest acts as a search engine that drives external site traffic, making it ideal for product-based brands to increase website visits and conversions.

    5:12

  • Set Up Your Pinterest Account

    Set up your Pinterest account, sign up, choose interests, and convert to a business account for analytics. Customize your profile with a bio, pronouns, username, and a cover image.

    2:14

  • How to Use Pinterest

    Learn to use Pinterest as a search-driven platform by keyword-optimizing pin titles and descriptions, saving to boards (including secret boards), and balancing shared and original content for growth.

    10:45

  • TikTok for Beginners

    Tap into TikTok's high engagement and diverse age groups, using short, vertical 9 by 16 videos with sound on, hashtags, and clickable covers to build a community.

    5:46

  • Set Up Your TikTok Account

    Set up your TikTok presence by creating a profile, uploading a logo, customizing your bio and pronouns, and switching to a business account to access analytics and the business suite.

    2:15

  • How to Use TikTok

    Explore how to research and create on TikTok, using the home, explore, and studio features to find trends, hashtags, and creators; learn posting, privacy, and engagement options.

    11:23

  • YouTube for Beginners

    Explore how to build a focused YouTube strategy for your business, reaching global audiences with clickable thumbnails, clear titles, and a sustainable posting rhythm that blends long-form and short-form content.

    9:30

  • How to Use YouTube

    Set up a YouTube channel with a Gmail account and optimize your branding and descriptions. Use chapters, playlists, captions, end screens, cards, and scheduling to boost visibility and monetization.

    16:16

  • Video Topic Research

    Learn to research YouTube video topics by targeting searched solutions, analyze competition with Vidiq and TubeBuddy, and optimize long-form videos for search.

    9:59

  • Now What?

    Assess platform fit for a client’s brand, chart demographics and content types, and safely access accounts via Zoom and LastPass with two-factor authentication for the paid ads section.

    6:40
04

Paid Social Ads

15 lectures • 2hr 23min

  • You're Almost There!

    Celebrate reaching the halfway point of the course and stay excited for what’s still to come in the next lesson as a beginner navigating the changing social media world.

    1:16

  • Paid Ads Introduction

    Demystify paid ads and set clear objectives for Facebook and Instagram meta ads. Learn how ads amplify existing marketing and build foundations for profitable, sustainable campaigns.

    4:58

  • Boosting an Existing Post

    Boosting posts often wastes money by showing to existing followers instead of new audiences. Explore audience options, budgets, and placements on Facebook and Instagram to understand limits of this approach.

    5:52

  • Meta Ads Fundamentals

    Meta ads unify Facebook and Instagram advertising, managed from the business suite and Ads Manager. Set up campaigns with ad sets and ads to target multiple audiences and goals.

    3:52

  • Set Up Business Manager

    Set up a Facebook business manager, add or request access to pages and ad accounts, invite teammates, connect Instagram, and confirm the client's time zone, currency, and payment details.

    5:51

  • Choose The Right Objective

    Choose the right campaign objective for Facebook ads, understand how objectives like awareness, traffic, engagement, leads, and sales shape costs, and set budgets and naming conventions in ads manager.

    14:56

  • Select Your Audience & Placement

    Set the ad set audience by testing customer avatars, locations, ages, and interests, and choose placements to maximize conversions and lead quality.

    16:26

  • Create Your Ad

    Design your Facebook and Instagram ads by selecting formats (video, image, carousel), writing primary text and headlines, and testing variations across placements with ad previews and split testing.

    15:07

  • Advanced Audience Tips

    Test ad sets and creatives to compare audience performance and optimize delivery. Build precise targeting with custom, saved, lookalike audiences, and retarget website visitors and video viewers.

    13:41

  • Meta Pixel Basics

    Learn how to set up a meta pixel on a website, connect data sources for your platform, and track leads and sales with the meta pixel helper.

    3:45

  • Why Engagement Campaigns?

    Use engagement campaigns as a middle ground between boosted posts and full ads to build a warm audience, gather social proof, and enable retargeting and lead generation.

    13:21

  • LinkedIn Ads

    Explore LinkedIn ads by navigating campaign groups, campaigns, and ads to drive lead generation, audience targeting, and conversion tracking with the LinkedIn insight tag.

    10:13

  • Pinterest Ads

    Create and manage Pinterest ads, selecting awareness, consideration, or conversion, with audience targeting, keywords, and budgets. Ensure landing pages align with pins and install the Pinterest tag for tracking.

    10:17

  • Google & YouTube Ads

    Learn how Google search ads and YouTube ads reach high-intent audiences with keyword targeting, precise audience options, and practical campaign setup, bidding, and budgeting guidance.

    15:42

  • Ad Tips & Takeaways

    Build ad confidence with the meta ads library, focus on organic growth, and set smart goals while gradually increasing budgets to optimize return on ad spend.

    7:30
05

Social Media Strategy

9 lectures • 1hr 5min

  • Why You Need a Strategy

    Develop a social media strategy by assessing goals, customers, industry, and budget, balancing organic content with paid ads to drive measurable results.

    5:56

  • Get to Know The Business

    Learn to conduct social media audits, assess branding, platforms, and content, and translate findings into improvements. Set smart, measurable goals aligned with business aims to guide strategy.

    5:59

  • Get to Know the Competition

    6:17

  • Collaborate With Others

    Discover how collaborations amplify social media success through influencer marketing, guest features, takeovers, and cross-platform content that aligns with your brand and audience.

    6:50

  • Your Engagement Strategy

    Balance inbound and outbound engagement to deepen audience connections and amplify content. Use live video, behind-the-scenes, audience questions, polls, and automation to encourage sharing and tagging.

    4:44

  • Leverage User Generated Content

    Leverage user generated content to boost trust and conversions, using real stories, testimonials, and live interviews, since 79% say UGC significantly shapes purchasing decisions.

    4:56

  • Create a Content Calendar

    Create and manage a practical content calendar to test and refine social media strategies, balancing client goals, budgets, and platforms using a notion-based template.

    12:14

  • AI for Strategy

    Leverage ChatGPT, prompts, and other AI tools to craft personalized, platform-specific social media strategies, optimize bios, and generate content calendars aligned with your business goals and budget.

    6:05

  • Present Your Strategy

    12:05
06

Optimise Your Workflow

8 lectures • 59min

  • Craft Consistency

    Learn how to balance creativity and consistency in social media by batching content, scheduling across client time zones, and using tools like Hootsuite and World Time Buddy to streamline workflows.

    5:37

  • Batch Your Content

    Learn to batch social media content with a month-long plan, using pillars like education, expertise, motivation, and promotion across formats for consistent Instagram posting.

    7:57

  • Schedule Your Content

    Leverage external scheduling tools with client-approved access to schedule content across platforms, preserving client ownership and branding. Establish review processes and trial periods to protect brand tone and efficiency.

    2:43

  • Meta Business Suite

    Explore Meta Business Suite to create posts, reels, stories, or go live for Facebook and Instagram, schedule content, customize captions per platform, manage ads, and experiment with a/b testing.

    7:27

  • Schedule Through Metricool

    Master Metrocall's scheduling tools with a competitive free plan, analytics for three months, and calendar-based post planning. Tailor captions per network, edit visuals, and optimize posting times across time zones.

    8:10

  • Automate Engagement

    Explore automating engagement with Manychat, building from scratch and testing DM flows triggered by Instagram posts and keywords like dream to drive signups.

    7:01

  • More ManyChat Automations

    Master ManyChat automations from comment replies to story triggers and multi-path flows within 24 hours, including delays, user input, and email capture with integrations to Klaviyo, ActiveCampaign, MailChimp, HubSpot, ConvertKit.

    6:37

  • Other Useful Tools

    Explore essential tools for a social media manager, including cloud backups, grammar aids, bookmark managers, time management gear, screen recording, and project platforms like Scribe and Asana for efficient workflow.

    13:27
07

Measuring Success

3 lectures • 26min

  • Measure Your Success

    Assess analytics with tools like Metrocall to measure success, present monthly reports, adjust strategy, and highlight results across networks with Canva templates.

    10:48

  • Analytics Deepdive

    11:49

  • Make Adjustments

    3:19
08

The Wider Business

5 lectures • 40min

  • Business Fundamentals

    Align marketing with solid business fundamentals, sales, and customer retention, including evaluating Google ads within the digital marketing ecosystem, to show freelancers they are effectively running a business.

    3:49

  • SEO & SEM Basics

    Explore the basics of SEO and SEM, including keywords, local service-based client opportunities, Google business profiles, and paid search ads.

    4:42

  • Email Marketing Basics

    Learn how email marketing fits into social media, compare platforms like Mailchimp, Klaviyo, and Flodesk, and master forms, audience segments, templates, welcome workflows, and test emails for better conversions.

    10:48

  • Digital Marketing Funnels

    Learn to map content into a three-stage digital marketing funnel—top engagement, middle nurturing via emails, DMs, and SMS, bottom conversion—with content repurposed across YouTube, blogs, LinkedIn, and Instagram.

    12:27

  • Make Social Media Better

    Improve your social media marketing by prioritizing mental health, separating business from personal use, and applying accessibility and inclusive representation to create a better experience for audiences.

    8:25
09

Course Assignment

  • Test Your Social Media Skills

    Activity
10

What's Next?

2 lectures • 6min

  • What's Next?

    Price your social media services by the value you deliver, not your experience. Emphasize resilience and continuous learning to win high-value, outcome-driven contracts across various industries.

    5:43

  • BONUS LECTURE!

    0:45