Step 1: Define Your Marketing Goals
- Align with business objectives (brand awareness, traffic, lead gen, sales, engagement, etc.)
- Use SMART goals: Specific, Measurable, Achievable, Relevant, Time-bound
Examples:
- Increase Instagram engagement by 25% in 60 days
- Generate 200 qualified leads from LinkedIn in 3 months
Step 2: Identify and Understand Your Target Audience
- Research demographics: age, location, gender, language
- Define psychographics: interests, pain points, values, behaviors
- Where do they spend time online?
- Use surveys, interviews, platform insights, or competitor analysis
- Segment audience into groups for personalization
Step 3: Build Customer Personas
- Create 2–3 detailed personas with:
- Name, age, job title, background
- Goals, challenges, interests
- Preferred platforms and content types
- Helps tailor tone, visuals, and messaging for better engagement
Step 4: Analyze Competitors
- Identify top 3–5 competitors
Analyze:
- Their platform use
- Posting frequency and content types
- Engagement levels
- Unique strengths and gaps
- Use tools like Fanpage Karma, Social Blade, BuzzSumo
Step 5: Choose the Right Platforms
- Select based on audience behavior and brand type (B2B or B2C)
- Focus on 2–3 core platforms to start
Example:
- B2B: LinkedIn, Twitter
- B2C: Instagram, TikTok, Facebook
Step 6: Develop Content Pillars & Themes
- Content Pillars = 3–5 topics your brand consistently covers
- Ex: Education, Behind-the-Scenes, Testimonials, Promotions, Entertainment
- Set brand tone: friendly, informative, humorous, inspirational?
- Define visual style and brand voice
Step 7: Plan a Content Calendar
- Use a weekly/monthly calendar
Include:
- Post type (reel, story, carousel, etc.)
- Platform
- Date/time
- Caption/CTA/hashtag
- Schedule in tools like Buffer, Later, Hootsuite
Step 8: Set Up Tools & Systems
- Scheduling: Buffer, Later, Meta Suite
- Analytics: Google Analytics, Meta Insights, LinkedIn Analytics
- Design: Canva, Adobe Express
- Team workflow: Trello, Notion, Slack
Step 9: Define KPIs and Track Metrics
- Choose relevant KPIs for your goals
- Awareness: Reach, Impressions
- Engagement: Likes, Shares, Comments, Saves
- Traffic: Clicks, Sessions
- Conversions: Leads, Sales, ROAS
- Monitor performance weekly/monthly
Step 10: Review, Optimize & Repeat
After 30/60/90 days:
- Review content performance
- Analyze what’s working and what’s not
- Adjust strategy: timing, content type, CTAs, targeting
- A/B test different ideas to improve outcomes
- Repeat what works—evolve what doesn’t
Final Deliverable:
By the end of this module, learners should have a complete Social Media Strategy Document including:
- Goals & KPIs
- Audience personas
- Competitor audit
- Platform focus
- Content themes
- Posting schedule
- Tools list
- Reporting plan
Platform-wise execution plan
Facebook Execution Plan
Objective Focus: Brand awareness, community building, lead generation
Key Features to Leverage:
- Facebook Pages
- Groups (community engagement)
- Facebook Ads (boosted posts, lead ads)
- Meta Business Suite (planning & scheduling)
Execution Steps:
- Optimize profile (cover photo, CTA, about section)
- Post 3–5 times/week with a content mix: educational, storytelling, offers
- Use Facebook Live for Q&As or behind-the-scenes content
- Run targeted ads for local reach, website clicks, or conversions
- Monitor with Meta Insights → adjust post timing and formats
Instagram Execution Plan
Objective Focus: Visual branding, product promotion, engagement
Key Features to Leverage:
- Reels (reach & virality)
- Stories (daily updates, polls, quizzes)
- Instagram Shopping (tag products)
- Hashtags strategy & Highlights
Execution Steps:
- Set a consistent visual theme (use Canva templates)
- Use content pillars (Reels 3x, Carousels 2x, Stories daily)
- Add CTAs in captions and Stories (Swipe Up, DM us)
- Research niche hashtags (30% branded, 70% trending)
- Collaborate with micro-influencers & run Reels ads
- Track reach, saves, engagement rate weekly
YouTube Execution Plan
Objective Focus: SEO visibility, thought leadership, long-form engagement
Key Features to Leverage:
- Long-form videos
- Shorts for reach
- Playlists for content organization
- Community tab for engagement
Execution Steps:
- Optimize channel (banner, keyword-rich description, links)
- Publish videos weekly with keyword-rich titles and thumbnails
- Repurpose content into Shorts (15–60s highlights)
- Use end screens, cards, and CTAs (subscribe, visit site)
- Create playlists by theme/topic for binge viewing
- Monitor YouTube Studio for watch time, retention, and CTR
LinkedIn Execution Plan
Objective Focus: B2B branding, thought leadership, lead generation
Key Features to Leverage:
- Company Page
- Employee advocacy
- LinkedIn Articles
- Sponsored Content & Lead Gen Forms
Execution Steps:
- Optimize company page (banner, tagline, CTA button)
- Post industry insights, case studies, and team highlights 3x/week
- Encourage employees to share and engage (organic boost)
- Run lead gen ads with downloadable assets (eBooks, guides)
- Use analytics to refine targeting and post timing
TikTok Execution Plan
Objective Focus: Viral awareness, Gen Z engagement, product discovery
Key Features to Leverage:
- Trending sounds
- Challenges
- Stitch & Duet
- TikTok Ads (In-Feed, Spark Ads)
Execution Steps:
- Study trends in your niche & replicate creatively
- Post 4–6x/week using hooks in first 3 seconds
- Showcase behind-the-scenes, how-tos, funny/skits
- Use TikTok Business Center for audience insights
- Run Spark Ads to boost organic content with high potential
Pinterest Execution Plan
Objective Focus: Product discovery, evergreen traffic, blog promotion
Key Features to Leverage:
- Boards by topic/theme
- Rich Pins (products, articles, recipes)
- Idea Pins (multi-slide stories)
Execution Steps:
- Create SEO-optimized boards around your content themes
- Design vertical pins with clear CTA and keyword-rich titles
- Schedule 10–20 pins/week using Tailwind or Later
- Repin top-performing content monthly
- Monitor clicks, saves, and referral traffic via Pinterest Analytics
Twitter/X Execution Plan
Objective Focus: Real-time engagement, trends, customer service
Key Features to Leverage:
- Threads
- Hashtags & trends
- Twitter Spaces (audio rooms)
Execution Steps:
- Tweet 2–4x/day – mix of value, news, engagement prompts
- Join trending conversations with relevant hashtags
- Post threads weekly (educational, storytelling)
- Use visuals/GIFs to increase engagement
- Respond quickly to DMs and mentions
- Use analytics to identify best-performing tweet formats
Summary Table:
| Platform | Main Goal | Best Content Type | Posting Frequency | Key Tools |
|---|---|---|---|---|
| Awareness & Leads | Videos, Lives, Stories | 3–5x/week | Meta Suite, Ads | |
| Branding & Sales | Reels, Carousels, Stories | Daily | Canva, Later | |
| YouTube | SEO & Authority | Long videos, Shorts | 1–2x/week | YouTube Studio |
| B2B & Leads | Thought posts, Articles | 3x/week | LinkedIn Ads | |
| TikTok | Virality & Gen Z | Short videos, Trends | 4–6x/week | TikTok Business |
| Traffic & Shopping | Pins, Idea Pins | 10–20x/week | Tailwind | |
| Twitter/X | Real-time & News | Tweets, Threads, Spaces | Daily | TweetDeck, Buffer |
Would you like a Google Sheets execution planner for students to fill in platform-wise actions and timelines?
Presentation & feedback
Step 1: Finalize the Social Media Plan or Campaign
Ensure all core elements are completed:
- Goals & KPIs
- Target audience and personas
- Chosen platforms
- Content strategy and calendar
- Sample posts or visuals
- Analytics/tracking plan
- Prepare a clear, cohesive presentation (10–15 slides or a document)
- Option to include a short video walkthrough or mock post designs
Step 2: Structuring the Presentation
Recommended Format:
- Title Slide – Name, brand/business, objective
- Goal & KPI Summary – What are you trying to achieve?
- Audience Insight – Who are you targeting? Key personas?
- Platform Selection – Why these platforms?
- Content Plan – Content pillars, sample posts, calendar
- Visual Identity – Example graphics, branding, tone
- Ad Strategy – Sample ad copy, formats, targeting
- Analytics – Metrics to monitor and tools used
- Challenges & Adjustments – Anticipated issues and solutions
- Conclusion – Summary and next steps
Step 3: Presentation Delivery
- Format: In-class, Zoom, recorded video, or screen share
- Time limit: 5–10 minutes per person or team
- Encourage clear visuals, speaking confidently, and storytelling
- Use real mockups or demo content when possible
- Option to showcase tools used (e.g., Canva, Meta Suite, etc.)
Step 4: Feedback Structure
Instructor Feedback Should Cover:
- Clarity of goals and target audience
- Relevance and strength of content strategy
- Platform alignment with business type
- Quality of visuals and branding
- Understanding of metrics and tools
- Originality and creativity
Peer Feedback (Guided Template):
- What was most effective or impressive?
- What area could be stronger or more clear?
- Would this strategy work for a real brand? Why/why not?
- 1 actionable suggestion
Step 5: Revision & Reflection
After feedback:
- Make notes on what to improve
- Revise strategy plan if needed
- Submit a final, polished version (optional)
Encourage learners to reflect:
- What did they learn through this process?
- How would they apply it to a real-world brand or client?
Course completion certificate
1. Certificate Elements
Your certificate should include the following key elements:
- Title:
“Certificate of Completion” or “Social Media Marketing Course Certificate” - Student Name:
Clearly displayed and spelled exactly as registered. - Course Name:
Full name of the course, e.g., “Advanced Social Media Marketing & Strategy Program”
Completion Statement:
This certifies that [Name] has successfully completed the [Course Name] covering strategy, platform execution, content planning, advertising, and analytics.
- Date of Completion:
Add automatic date generation or leave space for manual entry. - Instructor or Institution Signature:
Digital signature of the course instructor or the training academy. - Institution/Academy Name and Logo:
Ensure professional branding and legitimacy. - Certificate ID (optional):
Unique code for verification, useful if issuing digital certificates. - QR Code (optional):
For authenticity verification or linking to portfolio/LinkedIn badge.
2. Issuance Criteria
Certificates should be awarded upon completion of:
- All core course modules
- Assignments or quizzes (if any)
- Final strategy presentation or project
- Participation in discussions or feedback sessions (optional)
3. Digital Delivery Options
PDF Certificate:
- Send via email or allow download from the course platform.
LMS Integration:
- Platforms like Teachable, Thinkific, or Google Classroom allow auto-generation.
Badge or LinkedIn Sharing:
- Add option for learners to share on LinkedIn (using platforms like Accredible, Certifier, or Canva Pro with integrations).
4. Tools to Create Certificates
Canva:
Use customizable certificate templates (free & paid)
- Google Docs or Slides:
Simple and printable; export as PDF - Certifier or Accredible:
For issuing at scale with verification - Mail Merge + Google Sheets:
Automate with Google Slides + Sheets + Apps Script