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Facebook Marketing: Organic Reach and Paid Advertising

Learn the essential knowledge, skills, tactics, and strategies for effective free and paid Facebook marketing.

Facebook Marketing: Organic Reach and Paid Advertising

Create effective free and paid Facebook marketing that engages your audience

Facebook, with over 2.1 billion users worldwide, provides enormous marketing opportunities for businesses. It can help build relationships, attract new customers, and generate sales. However, billions of users mean an influx of content, and it can be difficult to stand out from the crowd.

This is part 1 of a 4 part series. Part 1 will provide you with strategies from specialists in the field to get your content seen by the right people.

You’ll explore the differences between organic (free) and paid advertising, and the best practices for using them in your marketing strategies.

Explore the features of Facebook

You’ll first examine the different features available on Facebook to identify where, and how, your content can be displayed.

From here, you’ll learn about the placements of Facebook ads as well as the three key advertising platforms so that you gain a comprehensive understanding of the Facebook ads network.

Learn how to crack the Facebook algorithm

Exploring the benefits of advertising on this popular platform, you’ll learn how the Facebook algorithm works.

This understanding will help you master the algorithm to ensure that your content is prioritised.

Become a pro at advertising on Facebook

You’ll learn the five buyer stages to understand your customers’ journey. This will help you tailor your content to help them reach the purchasing stage.

With this knowledge, you’ll complete a paid strategy template based on easy-to-follow steps to creating effective Facebook ads.

What topics will you cover?

Week 1 – Facebook Essentials

  • The Facebook Landscape
  • Core Features
  • Cracking the Facebook Algorithm
  • Pages, Groups, Events
  • Organic (free) Tactics

Week 2 – Facebook Strategy

  • Facebook Platforms
  • Facebook Advertising Tactics
  • Benefits of Facebook Advertising
  • Paid Advertising Strategy
  • Understanding Buyer Stages

When would you like to start?

Start straight away and learn at your own pace. If the course hasn’t started yet you’ll see the future date listed below.

Learning on this course

You can take this self-guided course and learn at your own pace. On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Describe Facebook usage rates worldwide and in Australia
  • Identify the important features of Facebook
  • Explain how the Facebook algorithm works
  • Describe the benefits of advertising on Facebook
  • Identify the three key advertising platforms on Facebook and describe their functionality
  • Describe the features and placements of Facebook Ads
  • Describe the five buyer stages
  • Explain the Facebook Ads structure
  • Produce a strategy template

Who is the course for?

This course is for people who want to understand how to do organic and paid advertising on Facebook.

  • Business owners who want to ramp up Facebook engagement to build brand loyalty and turn followers into customers
  • Marketing professionals who want to up their game
  • Social media newbies who just want to know what they need to do to get started

What software or tools do you need?

You’ll need to have the Facebook app on your phone, but who doesn’t?

Who will you learn with?

Who developed the course?

Social Media College

Social Media College is the market leader for social media education. They work with the world’s top social media experts who use all the social platforms every day to deliver real life education that will help accelerate your business and career.

They are all about providing their students with the best possible outcomes and applicable skills - not just irrelevant theory.

  • Established

    2013
  • Location

    Sydney, Australia

Join this course

Start this course for free, upgrade for extra benefits, or buy Unlimited to access this course and hundreds of other short courses for a year.

Free

$0

Join free and you will get:

  • Access to this course for 4 weeks

Upgrade

$59

Upgrade this course and you will get:

  • Access to this course for as long as it’s on FutureLearn
  • A print and digital Certificate of Achievement once you’re eligible

Unlimited

$189.99 for one year

Buy Unlimited and you will get:

  • Access to this course, and hundreds of other FutureLearn short courses and tests for a year
  • A printable digital Certificate of Achievement on all short courses once you’re eligible
  • The freedom to keep access to any course you've achieved a digital Certificate of Achievement on, for as long as the course exists on FutureLearn
  • The flexibility to complete your choice of short courses in your own time within the year

Find out more about upgrades or Unlimited.

Available until 22 November 2021 at 23:59 (UTC). T&Cs apply.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps, but you can complete them as quickly or slowly as you like
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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