FutureLearn

Facebook Marketing: Organic Reach and Paid Advertising (FutureLearn)

Offered by Social Media College,
Facebook Marketing: Organic Reach and Paid Advertising (FutureLearn)

Learn the essential knowledge, skills, tactics, and strategies for effective free and paid Facebook marketing. Create effective free and paid Facebook marketing that engages your audience. Facebook, with over 2.1 billion users worldwide, provides enormous marketing opportunities for businesses. It can help build relationships, attract new customers, and generate sales. However, billions of users mean an influx of content, and it can be difficult to stand out from the crowd. This is part 1 of a 4 part series. Part 1 will provide you with strategies from specialists in the field to get your content seen by the right people.

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You’ll explore the differences between organic (free) and paid advertising, and the best practices for using them in your marketing strategies.

Explore the features of Facebook
You’ll first examine the different features available on Facebook to identify where, and how, your content can be displayed.
From here, you’ll learn about the placements of Facebook ads as well as the three key advertising platforms so that you gain a comprehensive understanding of the Facebook ads network.

Learn how to crack the Facebook algorithm
Exploring the benefits of advertising on this popular platform, you’ll learn how the Facebook algorithm works.
This understanding will help you master the algorithm to ensure that your content is prioritised.

Become a pro at advertising on Facebook
You’ll learn the five buyer stages to understand your customers’ journey. This will help you tailor your content to help them reach the purchasing stage.
With this knowledge, you’ll complete a paid strategy template based on easy-to-follow steps to creating effective Facebook ads.

What topics will you cover?

Week 1 – Facebook Essentials
The Facebook Landscape
Core Features
Cracking the Facebook Algorithm
Pages, Groups, Events
Organic (free) Tactics
Week 2 – Facebook Strategy
Facebook Platforms
Facebook Advertising Tactics
Benefits of Facebook Advertising
Paid Advertising Strategy
Understanding Buyer Stages

Learning on this course
You can take this self-guided course and learn at your own pace. On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?
By the end of the course, you‘ll be able to...

  • Describe Facebook usage rates worldwide and in Australia
  • Identify the important features of Facebook
  • Explain how the Facebook algorithm works
  • Describe the benefits of advertising on Facebook
  • Identify the three key advertising platforms on Facebook and describe their functionality
  • Describe the features and placements of Facebook Ads
  • Describe the five buyer stages
  • Explain the Facebook Ads structure
  • Produce a strategy template

Who is the course for?
This course is for people who want to understand how to do organic and paid advertising on Facebook.
Business owners who want to ramp up Facebook engagement to build brand loyalty and turn followers into customers
Marketing professionals who want to up their game
Social media newbies who just want to know what they need to do to get started

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