Full-Stack Online Digital Marketing Course

Facebook Marketing – Full Curriculum Breakdown

1. Introduction to Facebook Marketing
● Facebook History: Evolution from personal networking to business hub
● How the Facebook Newsfeed Works:
 ○ Facebook algorithm breakdown (Engagement, Relevance Score, Recency)
 ○ Key ranking signals: comments, shares, reactions
● Facebook for Business: Business suite, page vs. personal profiles

2. Facebook Page Optimization
● How to optimize a Facebook Business Page:
 ○ Profile setup, cover photo, call-to-action button, about section
● Custom Tabs:
 ○ What are they? How to use apps like Woobox or ShortStack
● Types of Facebook Groups:
 ○ Public, Private, and Secret – When and why to use each
● Profile vs. Page vs. Group:
 ○ Business use cases and content strategies

3. Content Strategy & Posting
● Types of Facebook Posts:
 ○ Image, text, carousel, video, poll, story, reels
● Facebook Post Best Practices:
 ○ Post length, timing, hashtags, visual hierarchy
● Canvas/Instant Experience:
 ○ Interactive mobile-first ad format; how to create immersive content
● Scheduling Tools:
 ○ Native scheduling, Meta Business Suite, Buffer, Hootsuite

4. Competitor Analysis & Planning
● Facebook Competitor Tools:
 ○ Facebook Ad Library, Pages to Watch, SEMrush Social
● Facebook Creator Studio:
 ○ Scheduling, insights, monetization features
● Facebook Sound Collection:
 ○ Copyright-free music and sound effects for content
● Planning a Content Calendar:
 ○ Monthly strategy, content buckets, template examples

5. Engagement & Insights
● Creating Engaging Posts:
 ○ Writing with emotion, CTAs, conversation starters
● Facebook Insights:
 ○ Reach, Engagement, People (Demographics), Page Views
● Facebook Audience Types:
 ○ Saved, Custom, Lookalike

6. Facebook Advertising
● Facebook Ads Manager vs. Business Manager
● Types of Facebook Ads:
 ○ Image, Video, Carousel, Collection, Instant Experience
● Remarketing on Facebook:
 ○ Retargeting via Pixel, custom audiences, and catalog
● Pixel Integration:
 ○ How to install via code or GTM, troubleshoot
● Tracking Conversions:
 ○ Standard events (purchase, lead, add to cart), custom conversions

7. Advanced Advertising Tactics
● Types of Facebook Audiences:
 ○ Custom (site visitors, app users, CRM), Lookalike, Geo-targeting
● Facebook Ads Best Practices:
 ○ A/B testing, audience overlap, creative fatigue
● Facebook Store Visits Campaigns:
 ○ Local ads, radius targeting, call/visit incentives
● Product Catalog & Shopping:
 ○ Setup via Facebook Commerce Manager
 ○ Integration with Instagram Shopping & tagging products in posts
● E-Commerce Integration:
 ○ Shopify, WooCommerce, BigCommerce integrations

Reporting and Optimization
● Analyzing key ad metrics: CTR, CPM, ROAS, Frequency
● Budget distribution tips: CBO vs. Ad Set level
● Ad breakdowns by age, device, placement
● Custom dashboards in Ads Manager

Instagram Marketing – Full Curriculum Breakdown

1. Foundation of Instagram Marketing
● Instagram History: From a photo-sharing app to a global marketing platform (launched
2010, acquired by Facebook in 2012).
● Why Instagram?:
 ○ 2B+ monthly users, high engagement rates, strong visual-first culture.
 ○ Ideal for B2C, influencers, lifestyle, fashion, travel, and eCommerce brands.
● Instagram Algorithm:
 ○ Signals: Interest, timeliness, relationship, frequency, following, usage.
 ○ Strategies to improve reach and engagement.

2. Setting Up for Business
● How to use Instagram for Business:
 ○ Switching to a business account.
 ○ Setting up contact info, industry category, and call-to-action buttons.
● Optimizing Business Profile (BIO):
 ○ Crafting a compelling bio (value + CTA).
 ○ Profile picture, link-in-bio tools (Linktree, Later, etc.).

3. Content Strategy
● Types of Posts on Instagram:
 ○ Feed posts (image/video), carousels, reels, stories, guides.
● Best Practices for Posts:
 ○ High-resolution images, storytelling captions, use of CTAs and hashtags.
● Branded Content:
 ○ Paid partnerships, branded tags, transparency for sponsored posts.

4. Instagram Stories & Engagement
● Instagram Stories:
 ○ Polls, quizzes, sliders, links (for verified accounts or via sticker).
● Instagram Story Highlights:
 ○ Categorizing evergreen content (e.g., reviews, FAQs, tutorials).
● How to Get Engagement via Stories:
 ○ Behind-the-scenes content, countdowns, questions.

5. Analytics & Performance
● Instagram Insights (Business Account only):
 ○ Reach, impressions, saves, profile visits, website clicks.
● How to check post, story, and audience performance.

6. Video Content on Instagram
● What is IGTV?:
 ○ Long-form vertical video (phased out, now part of general video).
● How to Optimize IGTV Videos:
 ○ Thumbnails, titles, descriptions, SEO tagging, subtitles.
● Instagram Reels:
 ○ Best length, viral hook strategies, audio trends, remix & duets.

7. Instagram Ads
● Types of Ads:
 ○ Feed ads, Story ads, Carousel ads, Reels ads, Explore ads, Collection ads.
● Pre-requisites to Do Ads:
 ○ Business account, linked Facebook page, Ads Manager setup.
● Instagram Ads Strategy:
 ○ Targeting by interest, custom audiences, lookalikes.
 ○ Split testing (creative, placement, audience).
 ○ Creative best practices (bold visuals, short copy, direct CTA).

8. Tools & Scheduling
● Creative Tools:
 ○ Canva, InShot, Mojo, Adobe Express for story/reel design.
● Scheduling Tools:
 ○ Meta Business Suite, Later, Buffer, Hootsuite.

📺 YouTube Marketing – Detailed Curriculum

 1. Fundamentals
● Importance of YouTube
 ○ Second largest search engine after Google, over 2B logged-in monthly users.
 ○ Ideal for visual storytelling, branding, product demos, tutorials, and reviews.
● Importance of Video Optimization on YouTube
 ○ Enhances discoverability via SEO (titles, tags, descriptions, thumbnails).
 ○ Impacts ranking in YouTube search and suggested videos.
● How to Monetize through YouTube?
 ○ Requirements: 1,000 subscribers + 4,000 watch hours.
 ○ Monetization types: AdSense, Super Chat, Channel Memberships, Sponsored
Content, Merchandise shelf.

2. Channel Management
● YouTube Channels
 ○ Personal vs Brand accounts, setting up multiple managers.
 ○ Branding (logo, banner, about section).
● YouTube Community
 ○ Community posts: polls, text updates, images, and engagement strategy.
● YouTube Stories
 ○ Short-form vertical content for creators with 10K+ subscribers.
 ○ Best for behind-the-scenes, quick updates, and teasers.
● YouTube Live
 ○ Real-time engagement, ideal for product launches, Q&As, webinars.
 ○ Setup: stream key, encoder, scheduling, moderation tools.

3. Content Strategy
● Case Study on a YouTube Channel
 ○ Analysis of successful YouTube channels in different niches (tech, beauty,
gaming).
 ○ Growth strategy, content consistency, analytics usage.
● YouTube Creator Studio
 ○ Dashboard for managing videos, checking comments, monetization status,
copyright claims, and channel analytics.
● YouTube Analytics
 ○ Key metrics: watch time, average view duration, click-through rate (CTR), traffic
sources, retention graphs.
 ○ Analyzing demographics and device reports

4. Customization & Management
● YouTube Channel Settings & Customizations
 ○ Channel layout (featured video, sections), branding, featured links.
 ○ Privacy settings, uploading defaults, watermark setup.
● YouTube Video Manager Features
 ○ Managing uploaded videos, visibility settings, trimming/editing, subtitles, and
cards/end screens.

LinkedIn Marketing – Detailed Curriculum

1. Getting Started with LinkedIn
● What is LinkedIn?
 ○ A professional networking platform with over 900M users, primarily B2B.
● Why LinkedIn?
 ○ Ideal for thought leadership, B2B lead generation, job hunting, and brand
positioning.

2. Profile Optimization
● Importance of a Good LinkedIn Profile
 ○ Builds trust, credibility, and personal branding.
● LinkedIn Profile Optimization
 ○ Headline, summary, keywords, experience, education, endorsements.
● LinkedIn Profile URL Structure
 ○ Customizing the URL for branding (linkedin.com/in/yourname).
● LinkedIn Profile Badge
 ○ How to generate and embed it on websites or emails.

3. Content & Engagement
● Types of Posts on LinkedIn
 ○ Text-only, image, document (PDF), polls, carousel, video.
● Importance of Articles on LinkedIn
 ○ Long-form content for authority and engagement.
● Degrees of Connection & Why It’s Important
 ○ 1st, 2nd, 3rd-degree connections – relevance in outreach.
● Career Advice & Salary Insight
 ○ LinkedIn features for job seekers.

4. Sales and Networking Tools
● Social Selling Index (SSI)
 ○ Measures effectiveness of LinkedIn use for sales.
● Jobs on LinkedIn / Creating Job Alerts
 ○ Employer and applicant perspectives.
● Types of Messages on LinkedIn
 ○ InMail vs Direct Messages.

5. Accounts and Features
● Types of Accounts on LinkedIn
 ○ Free, Premium Career, Premium Business, Sales Navigator, Recruiter.
● Other LinkedIn Products
 ○ SlideShare, Learning, Talent Insights.

6. Community and Influencer Tools
● LinkedIn Groups
 ○ Niche community building and content sharing.
● LinkedIn Power Profiles & Influencers
 ○ Verified or recognized domain experts.

7. Business and Company Pages
● Company Pages on LinkedIn
 ○ How to set up, optimize, and publish from a brand account.
● Affiliate LinkedIn Company Pages
 ○ Showcase pages and affiliated brand divisions.
● Company Page Analytics
 ○ Track reach, engagement, and followers.

8. Advertising & Analytics
● LinkedIn Content Suggestions
 ○ Built-in tool for finding trending content by industry.
● LinkedIn Advertisements & Types
 ○ Sponsored content, InMail, text ads, dynamic ads, carousel, lead gen forms.
● LinkedIn Target and Bidding Options
 ○ Target by job title, company, industry, skills, seniority, etc.
● LinkedIn Ad Tracking and Reporting
 ○ Conversion tracking, pixel integration, reporting on leads and engagement.

🐦 Twitter (Now X) Marketing – Detailed Module

1. Foundational Topics
● History of Twitter → History of X
 ○ Evolution from microblogging platform (2006) to a full communication ecosystem.
 ○ Rebranding to “X” under Elon Musk’s vision of an “everything app.”
● Why X (formerly Twitter)?
○ Real-time updates, news breaks, and thought leadership.
○ Platform for brand voice, engagement, and customer service.
● Importance of X for Marketing
○ Audience insights, trending topics, and viral potential.
○ Ideal for brand awareness, PR, and timely interactions.

2. Business Usage
● How to Use X for Business
 ○ Creating a professional presence with consistent branding.
 ○ Pinning important posts, using hashtags effectively.
● Optimizing Your X Business Profile
 ○ Bio with keywords, profile/cover image branding, contact info.
 ○ Using CTA buttons like “Subscribe”, “Contact”, or links.
● Good Practices for Posting on X
 ○ Tweet length (under 280 characters), use of media, emojis, and polls.
 ○ Timing, frequency, and replying strategy.

3. Features & Tools
● Understanding Lists and Moments
 ○ Lists: Organize users by interest/niche for monitoring.
 ○ Moments: Curated stories for events or product highlights (now deprecated but
conceptually valuable).
● X Insights (Twitter Analytics)
 ○ Tweet impressions, engagement rate, profile visits, top tweets.
 ○ Use of third-party tools like Hootsuite or Sprout Social for extended insights.

4. Success & Paid Strategies
● Brand Case Studies
 ○ Analyze how brands like Wendy’s, Netflix, or Duolingo went viral.
 ○ Use of humor, memes, customer service, and culture-driven content.
● X Ads (formerly Twitter Ads)
 ○ Types: Promoted Tweets, Promoted Accounts, Promoted Trends.
 ○ Targeting: Keywords, Interests, Follower lookalikes, Events.
 ○ Objective-based campaigns: Awareness, Engagement, App Installs,
Conversions.