Get a Business Online in 21 Hours Course: Facebook Marketing Chapter

1. COURSE TITLE

Get a Business Online in 21 Hours (Build a Website and a Highly Effective Facebook Marketing Strategy From Scratch)

2. COURSE DESCRIPTION

If you’re still on the fence about digital marketing, is it because you think you are simply not ready? Do you think you just need some time to get established and then you will figure out the digital marketing angle?

The problem with this approach is that your customers and potential customers are already online. Right now. Today. There’s a good chance they might already be looking for a business like yours, but if they can’t find you easily, they are probably going to choose someone else.

This is how people do business today. When someone has an interest in your business, whether it is in your niche in general or if they are curious about your brand, the first thing they are going to do is research online and see what they can find out about you.

They expect to find you there with a website and a social media presence. They may be looking for reviews so they can learn what other people are saying about your company and whether it is a good place to do business.

If a potential customer can’t find you online, they may conclude that your business doesn’t appear to be legitimate. There is a very good chance that a lot of these prospects may decide not to take your business seriously and they will quickly head somewhere else.

Once they have made that decision, they probably won’t be back.

If you’re ready to unlock your business’ success and get started with social and digital marketing, this course is for you.

3. COURSE HIGHLIGHTS

In this course, you will get to learn how to build a Website from scratch, develop a Facebook Marketing strategy, launch compelling Facebook Advertising campaigns to drive leads/increase brand awareness, as well as review and optimize performance.

The course also includes a Free domain name and web hosting space for the first year worth RM800!

4. COURSE OBJECTIVES

Upon completion of the course, you will be able to create a full-fledged personal or business website, link web hosting to a domain name, manage and maintain a WordPress website (update content, upload media, add a contact form, etc.). You will also be able to develop a Facebook Marketing strategy and align it to your business objectives and KPIs, create a Facebook Page and interpret Facebook Page Insights reports, use the Facebook Ads Manager to set up your first Facebook ad campaign, and much more.

5. TARGET AUDIENCE

This course is intended for everyone who wants to develop a new website and increase its visibility and the products and services they offer.

6. PRE-REQUISITES

Participants should have:

• Basic computer knowledge
• An existing personal Facebook account
• A confirmed and available domain name emailed to KARUNA 4 days before the course commencement date (search on www.inmotionhosting.com/domains to check availability of desired domain name)

7. COURSE OUTLINE

SEGMENT 1 (3 HOURS)

Module 1 – Domain Name and Web Hosting

• Recommended domain name registrars
• How to register a domain name
• How to check for domain name availability
• Recommended web hosting providers
• What to consider when choosing the right hosting plan for your needs
• How to sign up for a web hosting account
• How to connect a domain name to a website

Module 2 – Navigating cPanel

• The main element to take note of in cPanel
• Assessing File Manager

Module 3 – WordPress Installation

• 4-step WordPress installation
• Logging into WordPress

Module 4 – WordPress Themes 

• Modern web design trends
• Choosing a WordPress Theme
• Installing a theme

Module 5 – WordPress Settings 

• Manage WordPress settings
• Add and edit content in WordPress
• Configure WordPress Reading Settings
• Adjust default image sizes from WordPress Media Settings
• How to configure the permalink structure in WordPress
• Manage WordPress User Roles and Permissions

SEGMENT 2 (3 HOURS)

Module 6 – WordPress Plugins

• Install a WordPress plugin
• Things to take note of when installing plugins

Module 7 – Add Content to WordPress Website

• Create a new page
• Create a subpage
• Set up your navigation menu
• Create, edit, and format your website using the Visual Editor / Text Editor
• Add an image
• Add a hyperlink
• Publish a page
• Publish a post
• Set up a blog
• Upload a logo
• Edit the footer

Module 8 – Contact Form Creation 

• Add a contact form
• Embed a contact form
• Test the contact form

Module 9 – Add Images to Your WordPress Website

• Things to take note of when sourcing for images
• Add a homepage banner
• Crop and resize images
• Compress images

SEGMENT 3 (3 HOURS)

Module 10 – Introduction to Social Media

• What do you know about Social Media?
• Global and local digital insights
• 10 Benefits of using Social Media
• Benefits of using Facebook

Module 11 – Understanding the Buyer’s Journey

• What is the Buyer’s Journey?
• The importance of Buyer’s Journey
• Awareness Stage
• Consideration Stage
• Decision Stage

Module 12 – Define Target Audience Using Buyer Personas

• What are Buyer Personas?
• 5 Reasons Why Buyer Personas is important
• How are Buyer Personas created?
• How do you reinforce a Buyer Persona?
• Buyer Persona Template
• Buyer Persona Example

Module 13 – Facebook Page vs. Facebook Group

• What is a Facebook Page?
• Advantages of Facebook Page
• Disadvantages of Facebook Page
• What is a Facebook Group?
• Advantages of Facebook Group
• Disadvantages of Facebook Group
• Privacy setting for Facebook Group
• Comparison between Facebook Page and Facebook Group

SEGMENT 4 (3 HOURS)

Module 14 – Set Up a Facebook Page

• Fill out your basic business info
• Add a profile photo and cover photo
• Fill out your Page information completely
• Customize your Page
• Add collaborators to your Page
• Schedule a post and manage scheduled posts
• Facebook Pages Manager App

Module 15 – Facebook Advertising Fundamentals

• Ad Tools – Ads Manager
• Ad Tools – Power Editor
• Ads Manager & Power Editor merge into one
• Ad Tools – Business Manager
• Ad campaign structure
• Define your target audience
• Objectives
• Ad Types
• Ad Placements
• Best Practices for Aspect Ratios
• Text in Ad Images

Module 16 – Understanding Key Advertising Metrics

• Click-through Rate (CTR)
• Conversion Rate and Return on Ad Spend (ROAS)
• Impressions
• CPM and CPC

SEGMENT 5 (3 HOURS)

Module 17 – Set Up a Facebook Ad Campaign in Ads Manager

• Set Up Ads Manager
• Campaign Structure
• Ads Manager Interface
• Create a Campaign
• Placement Asset Customization
• Campaign Budget Optimization
• Payment Methods
• Split Testing
• Campaign Management
• Ad Set Organization
• Measuring Results
• Facebook Ads Manager App

SEGMENT 6 (3 HOURS)

Module 18 – Facebook Business Page Ads

• Promote Page
• Boost Post
• Promote Website
• Promote CTA
• Automated Ads

Module 19 – Custom Audiences

• Create a Custom Audience
• Custom Audiences from a customer list
• Website Custom Audiences
• App Activity Custom Audiences
• Engagement Custom Audiences
• Lookalike Audience
• Create a Lookalike Audience
• Custom Audience Targeting
• Custom Audience Organization

SEGMENT 7 (3 HOURS)

Module 20 – Facebook Pixel

• What is Facebook Pixel?
• What is Remarketing?
• Create a Pixel
• Set Up Pixel Events
• Track Your Results

Module 21 – Formulate Facebook Marketing Strategy

• Set Goals
• Know Your Target Audience
• Strategic Challenges
• Research Competition
• Create a S.W.O.T Analysis
• Establish Your Social Media Budget
• Craft Your Game Plan
• Grow Your Business with Social Media

Module 22 – Facebook Insights

• Analyze Your Page Performance On-The-Go
• Facebook People Analytics
• Facebook Posts Analytics

8. COURSE DURATION

This course is broken down into seven 3-hour segments and consists of the following parts: Lecture; Consultation; Practical aspects. Interaction with the learners between training sessions will be maintained via Internet communications.

9. COURSE RECOGNITION

FutureSkills Institute short courses are non-award courses that offer participants the opportunity to quickly enhance professional skills, increase general knowledge in a chosen area, or nurture a new talent or hobby.

Participants that attend non-award short courses will be awarded a KARUNA certificate of attendance on completion of the course.

10. TRAINERS’ PROFILE

Melvin Ong

Melvin Ong is the Co-Founder and Senior Trainer of FutureSkills Institute, and CEO of Karuna, an award-winning Web Design Agency based in Kuching, Sarawak, Malaysia.

Melvin graduated with a bachelor’s degree in Electrical and Computer Engineering from Northwestern University, Evanston, Illinois. He started his first e-commerce company in Chicago, Illinois, and sold 100,000 units of Power Banks online in one month. After he sold his successful company, he returned to Malaysia and has participated in the growth of e-commerce in the country with Lazada, Groupon, and Astro when they were start-ups.

Melvin is well-versed in web technology, IoT applications, Facebook Marketing, and Google Advertising with over 10 years of industrial experience.

Gavin Choo

Gavin Choo is the Co-Founder and Principal Trainer of FutureSkills Institute.

He is a seasoned digital marketing entrepreneur and consultant, as well as a Singapore WSQ ACTA certified trainer. He is passionate about showing business owners and brand marketers how to get results when it comes to search and digital marketing campaigns.

Gavin has earned certifications across Google and HubSpot topics, namely Google Ads Search Certification, Google Ads – Measurement Certification, Google Analytics Individual Qualification, HubSpot Inbound Marketing Certification, HubSpot Email Marketing Certification, and HubSpot Content Marketing Certification.

He has worked in the Marketing & Advertising industry for more than 10 years in various roles such as sales, marketing, and business development.

He also co-founded Disruptive Digital, a full-service digital agency based in Singapore that utilizes a unique blend of strategy, creativity, technology, and data to help clients drive growth and competitive advantage.

Additionally, Gavin delivers training/workshops for/on behalf of the likes of Lithan Academy, Aventis Learning Group, Tertiary Infotech (and a couple of others) in Singapore.