The Basics of Social Media Marketing

Learn how to set-up your very first social media strategy (B2C) or refresh your memory with our beginner's course.

Setting ambitious business goals

Lesson 1


Before you can start brainstorming about social media strategies and tactics, it’s of crucial importance to first start with the ‘why’? Try to grasp the reason for social media being important for your business right now. And – when you do so – also think of what it will bring your business when you join the online world.

The first lesson of this course is about setting efficient business goals – let’s dive into it.

Step 1. Pick goals that match the business goals

Without goals, a plan will just be a plan and no clear direction on how to achieve certain goals can be taken. So, think about your business. Which goals have you set for this year? Examples can be turning more leads into sales, growing your brand, and increasing brand loyalty. To be able to reach these goals, online- and offline marketing tactics can help you reach them faster. That’s for sure! In terms of social media marketing, goals that can help you reach your yearly business goals are increasing conversions, improving brand awareness, and accelerating the retention rate.

In addition, it’s important to create S.M.A.R.T. goals. So, when you know both 1. Which business goals and 2. Which social media goals you want to achieve, start making them S.M.A.R.T. The meaning of that is: specific, measurable, attainable, relevant, and time-bound.

Step 2. Track metrics

These days, metrics like the amount of likes and followers on your business account don’t say much anymore. Of course, they matter. Yet, they’re not everything. The rising importance of click-throughs, conversion rates, and engagement is where your focus needs to be at. Note: keep in mind that if you chose different social media platforms, your goals and metrics might change.

For example, Facebook is highly known for its advertising platform. Here, there’s a high chance you want to track your success through the metric Cost-Per-Click (a.k.a. CPC). This means that – every time someone clicks on your campaign – you pay a certain price. Continuing on this route, we have LinkedIn. On this platform, you might want to drive more people towards your website to have a look around. Then you’ll track this process through click-throughs (the metric that watches the amount of times people click through to land on your website). Finally, if you are keen to use Instagram to spread the word about your (new) brand, a well-known goal would be to create brand awareness. Then you’ll closely watch how your Instagram stories are doing and how many views (the metric) you’re having.

Step 3. Homework

Write down at least 2 business goals, social media goals, and metrics to officially start your social media marketing strategy. Carefully think about all you’ve learned and try to apply. Finally, try to keep all your homework and notes together. This way, you can ask your personal coach all your questions after lesson 5. 

Good luck!

Jamie Scott

Calgary, AB, Canada


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The Main Features of the Course

The ‘The Basics of Social Media Marketing’ course is provided online. This way, you can study from everywhere, at any time, and at any place.

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