Project Description

Marketing theory and Facebook practise

A course for people who want to do it right.
Join this course, where I will show you what it takes to manage your own marketing successfully!

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Benjamin Wild

Benjamin Wild has 8 years of experience in successfully managing social media campaigns and consulting companies around the world. He has been building up his first successful business during his bachelor studies in Germany as a Business Engineer.

Benjamin moved to Varna in 2018 and is now teaching social media and digital marketing while he opened an agency to support the Bulgarian tourism industry improving their digital communication.
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Course Information

Together, we will improve your digital marketing. We will learn the core values of marketing theory and use this knowledge to build a professional social media appearance. We will learn which tools to use for good research and what does Facebook and Instagram have to offer to assist you. Guaranteed, you will be impressed by these options. Digital marketing needs a budget. You will learn how much is needed to start with and how to optimize your expenses. After finishing the course, you know how and where to create the needed accounts. Your visuals are ready to become the next star in the market.
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During this course, we will jump between theory and practise. All time, we will focus on the users behaviour which is your audience you like to reach out to. We will get a deeper understanding of relevant platforms and how to set up professional accounts there. We will talk about the right placement and how to survive in the market full of daily changes
  1. Lecture:

Marketing theory

  • Introduction
  • Course overview
  • Overview of the 1. Lecture
    BREAK
  • What is marketing for?
  • Where to place marketing in a business?
  • How big should be a time-, project – or client related marketing budget?
  • What do you need to know about your business in order to start thinking about your marketing strategy?
  • How to do a market analysis?
  • Who is your client?
  • Who is your competition?
  • How to structure your battle plan?
  • What is a marketing funnel?
  • Did you ever hear about the marketing arguments? (envy, greed, Pride (justification), Wrath (anger like “Dove” did), fear, sex (Lust is obvious), and more)

Open discussion:
Famous promotion strategies

Bonus:
7 pages of printed info about marketing arguments

Homework:
Why is marketing important for your project?
3 times “why is that” // create an example for everyone

  1. Lecture:

Marketing theory

  • Introduction
  • Course overview
  • Overview of the 1. Lecture
    BREAK
  • What is marketing for?
  • Where to place marketing in a business?
  • How big should be a time-, project – or client related marketing budget?
  • What do you need to know about your business in order to start thinking about your marketing strategy?
  • How to do a market analysis?
  • Who is your client?
  • Who is your competition?
  • How to structure your battle plan?
  • What is a marketing funnel?
  • Did you ever hear about the marketing arguments? (envy, greed, Pride (justification), Wrath (anger like “Dove” did), fear, sex (Lust is obvious), and more)

Open discussion:
Famous promotion strategies

Bonus:
7 pages of printed info about marketing arguments

Homework:
Why is marketing important for your project?
3 times “why is that” // create an example for everyone

       2. Lecture
Audience 1 (Your audience today and tomorrow)

  • Summary of last lecture
  • Former Homework
  • Overview of this lecture
    BREAK 
  • Who is your client?
  • What is the difference between audience, lead, client and community?
  • How to research audiences?
  • What do you need to know about your audience?
  • How do I define their interest and behaviour?
  • Where and when can you reach out to your audience?
  • Should I consider cross platforms communication?
  • How to warm up your client in the marketing funnel?

Open Discussion:
Case study with multi level platforms
(create an ideal customer: use a class member)

Bonus:
Printed document of the future of consumer behaviour
=> reduce of attention leads to new communication
(TikTok, Twitter, Snapchat => polarising content => no long descriptions)

Homework:
Who is your ideal customer? 3 personas (avatars age 14, 24, 54)
Gender, age, family situation, behaviour, interests, social life, financial situation, location, latest holiday, favorite food

       2. Lecture
Audience 1 (Your audience today and tomorrow)

  • Summary of last lecture
  • Former Homework
  • Overview of this lecture
    BREAK 
  • Who is your client?
  • What is the difference between audience, lead, client and community?
  • How to research audiences?
  • What do you need to know about your audience?
  • How do I define their interest and behaviour?
  • Where and when can you reach out to your audience?
  • Should I consider cross platforms communication?
  • How to warm up your client in the marketing funnel?

Open Discussion:
Case study with multi level platforms
(create an ideal customer: use a class member)

Bonus:
Printed document of the future of consumer behaviour
=> reduce of attention leads to new communication
(TikTok, Twitter, Snapchat => polarising content => no long descriptions)

Homework:
Who is your ideal customer? 3 personas (avatars age 14, 24, 54)
Gender, age, family situation, behaviour, interests, social life, financial situation, location, latest holiday, favorite food

       3. Lecture
Audience 2 (Platforms and their user behaviour)

  • Summary of last lecture
  • Former Homework
  • Overview of this lecture
  • Little group task: List platforms of where to reach the audience: Facebook, Instagram, Google, LinkedIn, Blogs, Youtube, mail, e-mails, magazines, flyers, billboards, TV, radio, newspapers and others (categorize all of those as a team work)
    BREAK
  • How do people think, behave and engage with digital products?
  • How is the audience behaviour on social media?
  • How do people engage to email promotions? 
  • What do people do on Google?
  • Can I create a community out of my audience?
  • How do I build a platform for social interactions between my community?
  • In how many and which platforms should I show presence?
  • Which platforms of those I should be active?
  • Which platform is best for which audience?

Open Discussion:
How would you calculate your customer acquisition cost?

Bonus:
Printed document of how many times does an audience need to be reminded before they convert first time in comparison with retaining customers?(example on coffee, online courses, and cars)

Homework:
Define the platforms that you need to use based on your 3 avatars?
Why is this platform the right choice?

       3. Lecture
Audience 2 (Platforms and their user behaviour)

  • Summary of last lecture
  • Former Homework
  • Overview of this lecture
  • Little group task: List platforms of where to reach the audience: Facebook, Instagram, Google, LinkedIn, Blogs, Youtube, mail, e-mails, magazines, flyers, billboards, TV, radio, newspapers and others (categorize all of those as a team work)
    BREAK
  • How do people think, behave and engage with digital products?
  • How is the audience behaviour on social media?
  • How do people engage to email promotions? 
  • What do people do on Google?
  • Can I create a community out of my audience?
  • How do I build a platform for social interactions between my community?
  • In how many and which platforms should I show presence?
  • Which platforms of those I should be active?
  • Which platform is best for which audience?

Open Discussion:
How would you calculate your customer acquisition cost?

Bonus:
Printed document of how many times does an audience need to be reminded before they convert first time in comparison with retaining customers?(example on coffee, online courses, and cars)

Homework:
Define the platforms that you need to use based on your 3 avatars?
Why is this platform the right choice?

       4. Lecture
Facebook and Instagram basics: Long lecture

  • Summary of last lecture
  • Former Homework
  • Overview of this lecture
    BREAK
    ——-
    FACEBOOK:
  • How to open a business account on FB?
  • What is a FB group, fan page, business account, ad account, pixel, catalog
  • How to open those? Any restrictions?
  • What do you need to prepare to become trusted by facebook?
  • What should your strategy look like? (funnel)
  • Do and Don’t on Facebook
  • Posting & Engagement frequency?
  • What do we know about the algorithm?
  • When should I start with Facebook Live? 
  • A/B test for organic visuals, how?
  • What is an editorial calendar?
  • How to become more efficient while working with FB?

Open Discussion:
About those platforms

Homework:
Search 5 Facebook and 5 Instagram accounts which you consider as your role model?

       4. Lecture
Facebook and Instagram basics: Long lecture

  • Summary of last lecture
  • Former Homework
  • Overview of this lecture
    BREAK
    ——-
    FACEBOOK:
  • How to open a business account on FB?
  • What is a FB group, fan page, business account, ad account, pixel, catalog
  • How to open those? Any restrictions?
  • What do you need to prepare to become trusted by facebook?
  • What should your strategy look like? (funnel)
  • Do and Don’t on Facebook
  • Posting & Engagement frequency?
  • What do we know about the algorithm?
  • When should I start with Facebook Live? 
  • A/B test for organic visuals, how?
  • What is an editorial calendar?
  • How to become more efficient while working with FB?

Open Discussion:
About those platforms

Homework:
Search 5 Facebook and 5 Instagram accounts which you consider as your role model?

       5. Lecture
Content

  • Summary of last lecture
  • Former Homework
  • Overview of this lecture
    BREAK
    ——
    FACEBOOK:
  • Invitation of an external lecturer who speaks 30 min about visual communication
  • Why does the design language need to be simple?
  • How long does the audience pay attention?
  • What does your strategy tell you about design? (audience, age, region, … )
  • Where to create visuals?
  • What templates you may use?
  • How to write a text that engages? Emojis?
  • How much text is good?
  • Which content you may share?
  • Could you use a third party to manage my content?
  • Introduction of Facebook´s Creator Studio
  • What does Facebook offer for free as content?
  • Why should you schedule the content?
  • How to read and analyze the statistics of published posts?

Open Discussion:
Do you have any experience with other third party platforms for content creation?

Homework:
Create 5 canva visuals from a template of your choice and schedule them into the creator studio of Facebook.

       5. Lecture
Content

  • Summary of last lecture
  • Former Homework
  • Overview of this lecture
    BREAK
    ——
    FACEBOOK:
  • Invitation of an external lecturer who speaks 30 min about visual communication
  • Why does the design language need to be simple?
  • How long does the audience pay attention?
  • What does your strategy tell you about design? (audience, age, region, … )
  • Where to create visuals?
  • What templates you may use?
  • How to write a text that engages? Emojis?
  • How much text is good?
  • Which content you may share?
  • Could you use a third party to manage my content?
  • Introduction of Facebook´s Creator Studio
  • What does Facebook offer for free as content?
  • Why should you schedule the content?
  • How to read and analyze the statistics of published posts?

Open Discussion:
Do you have any experience with other third party platforms for content creation?

Homework:
Create 5 canva visuals from a template of your choice and schedule them into the creator studio of Facebook.

       6. Lecture
Ads/Promotion

  • Summary of last lecture
  • Former Homework
  • Overview of this lecture
    BREAK (30 min):
  • Where can you publish ads by using Facebook platform?
  • Which placements exist, where are they and how do they look like?
  • Why do you do ads but never only one? (funnel)
  • What is your marketing goal?
  • How much budget do you have and how to divide that?
  • What is your marketing objective?
  • Why do awareness, trust and consideration ads before anything offer?
  • When and how long your ads should be published?
  • What is Facebook’s Instant Experience?
  • Which format should you use for each placement? And what happens if you do not care about it?
  • Which visuals and copy should I use for my ad?
  • Why is it a bad idea to use similar text and visuals as from posts?
  • Do you know any hints and tricks for setting up ads?
  • When is the right time for retargeting?
  • What kind of option do I have? (lookalike, pixel, page likes)
  • Why is it important to collect data, before doing conversion ads?

Open Discussion:
Which placement is your favourite and what is a good ad?

Homework:

Find out:
1. How many visual formats are recommended by Facebook?
2. Which frame rate and MBts/sec. your video ad should min/max have?
3. What is the min/max quality for images? DPI and type

       6. Lecture
Ads/Promotion

  • Summary of last lecture
  • Former Homework
  • Overview of this lecture
    BREAK (30 min):
  • Where can you publish ads by using Facebook platform?
  • Which placements exist, where are they and how do they look like?
  • Why do you do ads but never only one? (funnel)
  • What is your marketing goal?
  • How much budget do you have and how to divide that?
  • What is your marketing objective?
  • Why do awareness, trust and consideration ads before anything offer?
  • When and how long your ads should be published?
  • What is Facebook’s Instant Experience?
  • Which format should you use for each placement? And what happens if you do not care about it?
  • Which visuals and copy should I use for my ad?
  • Why is it a bad idea to use similar text and visuals as from posts?
  • Do you know any hints and tricks for setting up ads?
  • When is the right time for retargeting?
  • What kind of option do I have? (lookalike, pixel, page likes)
  • Why is it important to collect data, before doing conversion ads?

Open Discussion:
Which placement is your favourite and what is a good ad?

Homework:

Find out:
1. How many visual formats are recommended by Facebook?
2. Which frame rate and MBts/sec. your video ad should min/max have?
3. What is the min/max quality for images? DPI and type

       7. Lecture
Calculate your ad budget

  • Summary of last lecture
  • Former Homework
  • Overview of this lecture
    BREAK 
  • What is your ad budget based on?
  • Does and Don’t with your budget?
  • How to calculate my minimum and optimum ad budget?
  • How much of your budget should be spent at what time?
  • When should you start, stop and how do you optimize it?
  • What does your audience size and duration have to do with budget?
  • Should you choose a daily budget or lifetime budget?
  • Which placements are cheap and which are expensive?
  • What are customer acquisition costs and retaining costs?
  • Free Document: Calculation table for ad budgets

Open Discussion:
Test calculation: From the goal, to sell 100 shoes in one month, to how many website visitors I would need to achieve that, until the size of your ad budget.

Homework:
No homework

       7. Lecture
Calculate your ad budget

  • Summary of last lecture
  • Former Homework
  • Overview of this lecture
    BREAK 
  • What is your ad budget based on?
  • Does and Don’t with your budget?
  • How to calculate my minimum and optimum ad budget?
  • How much of your budget should be spent at what time?
  • When should you start, stop and how do you optimize it?
  • What does your audience size and duration have to do with budget?
  • Should you choose a daily budget or lifetime budget?
  • Which placements are cheap and which are expensive?
  • What are customer acquisition costs and retaining costs?
  • Free Document: Calculation table for ad budgets

Open Discussion:
Test calculation: From the goal, to sell 100 shoes in one month, to how many website visitors I would need to achieve that, until the size of your ad budget.

Homework:
No homework

       8. Lecture
Survive in the market

  • Summary of last lecture
  • Overview of this lecture
    BREAK
  • Why to give value to your audience
  • How to keep your audience interested in your service?
  • Should you do Email marketing for lead generation?
  • How should my Website be prepared?
  • Why is the Facebook Pixel important for each landing page of my campaign?
  • How to keep up with creative ideas on social media?
  • Where can I learn more details about social media and marketing?
  • How do I build a personal brand?

Open Discussion:
What is the Life time value of a client (cross this to lecture no. 1,2 and 3)

       8. Lecture
Survive in the market

  • Summary of last lecture
  • Overview of this lecture
    BREAK
  • Why to give value to your audience
  • How to keep your audience interested in your service?
  • Should you do Email marketing for lead generation?
  • How should my Website be prepared?
  • Why is the Facebook Pixel important for each landing page of my campaign?
  • How to keep up with creative ideas on social media?
  • Where can I learn more details about social media and marketing?
  • How do I build a personal brand?

Open Discussion:
What is the Life time value of a client (cross this to lecture no. 1,2 and 3)

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Key Information

Contact Benjamin Wild
Phone: 0879 325238
Direct Message via Facebook (www.m.me/ben.m.wild)

Course

LANGUAGE: ENGLISH

Attendance Course Fee: 380 lv.
Attendance Course Fee with a discount: 310 lv.
Online Course Fee: 190 lv.

Date
Start Date: 31st of October
Course Length: 24 hours ( 8 weeks – 3 hours per week )