Updated November 2024

Overview

MODULE ONE: Facebook Marketing Trends, Challenges, and Opportunities

• Marketing Investment: Examine the shifts in marketing budgets towards Facebook. Where have businesses cut back, and where are they looking for new growth.
• Emerging Technologies: How is Meta’s wholesale adoption of artificial intelligence (AI) and generative AI transforming Facebook.
• Attracting Back Gen Z: Understand how and why Facebook seeks to re-engage Gen Z audiences through search, video, AI and social commerce.
• Rise of Social Search: Understand Facebook’s evolving role as a search engine, leveraging its growing search functionalities to enhance discoverability and how businesses can optimise content for in-app search results.

MODULE TWO: Facebook Page & Meta Business Suite Optimisation

• Optimising Business Pages: Techniques for improving page visibility, discoverability, and engagement.
• Meta Business Suite Overview: Master the tools for managing Facebook, Instagram, and WhatsApp in one
• Meta Ads Manager Integration: Streamline ad creation and management directly through Meta Business Suite, ensuring seamless campaign execution across platforms.
• Meta Pixel and CAPI Best Practices: Learn how to implement Meta Pixel and Conversion API (CAPI) to track user behaviour, measure campaign performance, and optimise targeting in a post-cookie world. Understand the importance of server-side tracking for more accurate data collection.

MODULE THREE: Content Strategy, Engagement & Algorithm Updates

• Algorithm Essentials: Understand the latest updates to Facebook’s algorithm and how it impacts organic reach.
• Engagement-Driven Content: Craft content that drives likes, comments, shares, and ongoing engagement.
• Facebook’s TikTok-Style Algorithmic Focus: Explore how Facebook is adopting a TikTok-style algorithm prioritising content discovery, pushing personalised, engaging content to users based on interests rather than just connections.
• AI Content Generation: Integrate automation tools for content creation, including AI-generated copy and visuals, to streamline workflows.

MODULE FOUR: Meta Advertising Essentials

• Ad Objectives & Campaign Types: Overview of Facebook’s ad objectives and when to use each format.
• Targeting & Audience Creation: Master targeting options, including custom audiences, lookalike audiences, and behavioural segmentation.
• Ad Copy & Creative Best Practices: Create compelling ad copy and visuals that convert.
• Machine Learning for Ad Optimisation: Utilise machine learning algorithms to automate ad optimisation, bid adjustments, and audience targeting refinements.

MODULE FIVE: Unlocking Messenger and WhatsApp Marketing

• Messenger for Business: Use Messenger for automated customer service, direct sales, and lead nurturing.
• WhatsApp Business API: Leverage WhatsApp Business tools to streamline customer communication.
• Messaging Ads: Create ad campaigns driving users into Messenger or WhatsApp conversations.
• Chatbot Automation: Implement AI-powered chatbots to enhance customer interactions, handle queries, and nurture leads in real time.

MODULE SIX: Facebook Reels, Stories, and Video Marketing

• Reels Best Practices: Create engaging Reels that resonate with Facebook’s video-first audience.
• Stories Strategy: Utilise Facebook Stories for short-form, high-engagement content.
• Video Content Creation: Produce videos optimised for Facebook, focusing on length, format, and storytelling.
• AI Video Editing & Recommendations: Use AI tools to streamline video editing, automate captions, and recommend high-performing video topics.

MODULE SEVEN: Advanced Meta Advertising Techniques

• Latest Ad Strategy Developments: Examine how Meta Ads strategies are evolving, how to build and optimise ad funnels that nurture prospects from awareness to conversion and the latest developments in social ads attribution.
• Creative Testing for Ads: Run experiments to find the most effective ad variations and improve overall campaign performance with data-driven insights.
• Generative AI in Ads: Harness the power of generative AI to create dynamic, engaging ad visuals and copy, automatically tailored to different audience segments for more impactful campaigns.
• Automated Ads & Campaign Optimisation: Use dynamic ads to target users based on their behaviour, interests, and shopping patterns, driving more personalised ad experiences.

MODULE EIGHT: Facebook Analytics and Reporting

• Analysing Organic and Paid Activity: Integrate and evaluate the performance of organic content and paid campaigns, identifying key trends and opportunities to enhance both approaches.
• Meta Pixel and CAPI Integration: Leverage Meta Pixel and Conversion API (CAPI) for more accurate data tracking and reporting, ensuring full visibility of user interactions across devices and platforms.
• Custom Reports: Build detailed reports for stakeholders, combining data from Facebook and third-party tools.
• Automation for Reporting: Use AI-driven tools to automate data collection, trend analysis, and visualisation, making insights more actionable and timely.