Diploma of Social Media Marketing

Content marketing is the foundation of a marketing strategy. Every marketing plan should start with a clear and consistent content marketing strategy and defined content creation process. In this Unit, you will develop a comprehensive content marketing strategy for your chosen organisation.
This content marketing strategy will include:
•A brand identity
•Identifying your organisation’s objectives
•A content and SEO audit
•A buyer persona analysis
•Identifying content marketing opportunities specific to your organisation
•A global trends analysis
•External resource management if required
•A content marketing *Implementation plan to develop one high quality piece of content (for example, an E-Book, Webinar, video overview, blog article or product catalogue)

This unit describes the skills and knowledge required to identify and evaluate the range of marketing communication options and media, to design an integrated marketing communication plan, and to develop a marketing communication brief and creative brief reflecting client needs and preferences. It applies to individuals working in a supervisory or management marketing or advertising role, within a marketing or advertising team or media organisation.

In this Unit we explore the world’s leading social media networks, including Facebook, Instagram, LinkedIn, Twitter and YouTube. You will be taken on a deep dive into the features, functionality and advantages of each individual mainstream social media network whereby we explore both the paid and organic marketing and advertising opportunities.

For the assessment, you will develop a comprehensive mainstream social marketing strategy for your chosen organisation.

This Unit covers the following:

*Mainstream social media network overview and features
*Mainstream social media marketing strategy development
*Content creation for mainstream social media networks
*Paid and organic advertising opportunities
*Influencer marketing
*Developing an implementation plan (resourcing, budgeting, timelines)
*Measuring and reporting process
*Budget process
*Social media management tools

Niche social media networks include Messenger, WhatsApp, Snapchat, Pinterest and WeChat. In this Unit, you will discover social media networks that have global usage, however comparatively less advertisers. This creates an opportunity for organisations to gain more traction than the crowded mainstream social media networks. Niche networks also contain a more defined audience demographic.
For the assessment, you will develop a comprehensive niche social marketing strategy for your chosen organisation.

This Unit covers the following:

*Individual niche social media platforms overview
*Niche social media marketing strategy development
*Content selection and/or creation
*Paid and organic advertising
*Influencer marketing
*Developing an implementation plan (resourcing, budgeting, timelines)
*Measuring and reporting process
*Analysing ROI
*Presenting to stakeholders

A personal brand is how individuals present themselves to the world and how the world perceives them. Effectively marketing the people within an organisation is becoming equally as important as marketing the organisation itself. People feel more connected to an individual than they do a business, and as such people are more likely to trust and follow an individual on social media, rather than a brand. In this Unit you will learn how an individuals social media profile can achieve better results than an organisation’s profile.

This Unit covers the following:

*Personal brand opportunities and constraints
*Best practice in personal brand marketing
*Evaluating social media networks for personal brand activities
*Auditing past personal brand strategy and content
*Developing a personal brand identity and strategy
*Identifying your content strength
*Resources, budgets and timelines for personal branding
*Great personal brand stories and case studies
*Measuring personal brand marketing effectiveness

This Unit, ‘Social Media Conversion and Email Marketing’, closes the loop on the social media marketing process. In this Unit, you will learn about final step in the social media marketing process –converting the website traffic you generate from your social media marketing activity into paying customers, primarily by acquiring a user’s email address and nurturing them with email marketing.

This Unit covers the following:

*Defining social marketing “conversion” *The social media marketing process revised
*Landing Pages
Retargeting
*Email Acquisition strategy and implementation
*Email marketing overview, opportunities and constraints
*Email marketing tools, campaigns and formats
*Implementing and managing email marketing activities
*Measuring, evaluating and reporting on conversion rates

This unit describes the skills and knowledge required to undertake a straightforward project or a section of a larger project. It covers developing a project plan, administering and monitoring the project, finalising the project and reviewing the project to identify lessons learned for application to future projects.

This unit describes the skills and knowledge required to conduct an analysis of market data in order to determine organisational and competitor business performance and to prepare market and business forecasts. The information assists in developing an organisation’s marketing plan and to determine the current or potential future success of marketing strategies. This unit includes the Hubspot Inbound Certification which will help you discover the fundamentals of inbound, the inbound methodology and the flywheel methodology.