powerful social

media marketing
YOUR COURSE GUIDE

C O U R S E T A U G H T B Y M A G G I E S T A R A
Welcome
Hey there,

Thank you for choosing this course and me as your instructor - I'm so happy you're
here.

In this course guide you will find the resources we discuss within our lessons as well
as a few more that I thought you might find helpful. As you'll hear me mention
frequently throughout this course, the world of social media is constantly changing
and shifting. So in addition to becoming a superstar social media marketer, each
of you will also have to become masters of Google (and YouTube) to find answers
and research new tools, tips and strategies. Hopefully this guide will give
you a great head start so that you'll know which handy
resources are out there that can help!

I'm really excited for you to dive straight in, and

if you have any questions about the materials
you learn within this course please don't
hesitate to reach out.

Thank you again so much for being

here and happy learning!

- Maggie Stara

Note: This guide contains affiliate links that

allow you to find the items mentioned in
this course and others you might find
useful. These help to support me at no
extra cost to you. Thank you for your
support.

POWERFUL SOCIAL MEDIA MARKETING COURSE TAUGHT BY MAGGIE STARA

Course Layout
As this is a longer course, it is
distributed across the following eight
sections.
Hopefully, this will allow you to block
out enough time for learning each
section and help to make your
learning journey a little easier!
Section: Setting Up (23 mins)
What to Expect
Why Are You Here?
Marketing Myths Debunked
Your First Client
Section: Platform Basics (2.5hrs)
Social Media Introduction
Business vs. Personal Social Media
Organic vs. Paid Social Media
Which Platforms to Choose
Twitter for Beginners
How to Use Twitter
LinkedIn for Beginners
How to Use LinkedIn - Personal
How to Use LinkedIn - Company
Facebook for Beginners
How to Use Facebook
Instagram for Beginners
How to Use Instagram
Instagram Hashtags
Pinterest for Beginners
How to Use Pinterest
TikTok for Beginners
How to Use TikTok
Expert TikTok Advice
YouTube for Beginners
How to Use YouTube
Video Topic Research
Now What?
Section: Branding and Content (1hr)
What Makes a Powerful Brand
Create a Brand Identity Kit
Content Marketing 101
Get Endless Content Ideas
Find Free Content
Design Powerful Graphics
Make Them Feel First
Master Compelling Copywriting
Section: Social Media Strategy (1hr)
Why You Need a Strategy
Get to Know The Business
Develop Customer Personas
Collaborations and Partnerships
Your Engagement Strategy
Leverage User Generated Content
Present Your Strategy
Create a Content Calendar
Section: Optimise Your Workflow (1hr)
Craft Consistency
Secrets of Batching Content
Scheduling Your Content
Creator Studio
Buffer Scheduling
Later & Canva Scheduling
Tailwind Scheduling
Other Useful Tools
Project Management Tools
Section: Paid Social Ads (2hrs)
Where to Start?
Boosting a Post
Fundamentals of Facebook Ads
Set Up Business Manager
Choose the Right Objective
Audience, Placement and Budget
Copy and Creative
Designing Your Ads
Facebook Pixel
Why Engagement Campaigns?
LinkedIn Ads
Pinterest Ads
Tips & Takeaways
Section: Measuring Success (35 mins)
Measure Your Success
Analytics Deepdive
YouTube & Competitor Analysis
Make Adjustments
Section: What's Next (37 mins)
Digital Marketing Funnels
Mastering Business
Make Social Media Better
Project
What's Next?
SECTION: SETTING UP

Why Are You Here?

Simon Sinek’s TED Talk - about
uncovering your ‘why’ and how great
leader inspire action.

Google Micromoments commercial

which is a perfect example of showing
the 'why' and the 'how' before the 'what'
of the service or product.

Amazing, purpose-driven companies:

Patagonia
Airbnb - this is a link to their
YouTube channel full of incredible
(purpose-driven) marketing
videos.
Tesla
Who Gives a Crap - toilet paper Marketing Myths
brand with a mission! Steal Like an Artist by Austin Kleon - great book
for learning ways to ethically steal ideas from
Action Item: other creatives.
Write your mission statement!
One sentence that sums up your Skwosh Case Study - Example of an Australian
purpose in your business. Think clothing brand's $200 campaign that led to
about what matters to you, what big results in sales.
motivates you and what would
also resonate with others if they
read it. Your First Client
Namechk - tool for checking which usernames
are available on different networks

Which Platforms to Choose

Accounts mentioned in this lesson:
Amy Porterfield
Jenna Kutcher
Think Media

Takeaway: Choose platforms based on your

social media goals and where your client's
audience is hanging out.

POWERFUL SOCIAL MEDIA MARKETING COURSE TAUGHT BY MAGGIE STARA

 Facebook
SECTION: PLATFORMS Things you might need to be across on
the platform:
Facebook profiles
Twitter Facebook pages
How to best utilise Twitter: Facebook messenger
Jump on pop culture trends and news Facebook stories
Post thought-provoking content Facebook groups
Be funny and witty Facebook ads
Be relatable, not salesy
Build relationships Additional resources:
Be consistent and post frequently How to add a YouTube feed as a tab
Keep things short and simple on your Facebook page
Tweet copy with fewer than 50 How to set up FAQ bots
characters generates 56% more
engagement than Tweet copy with
50-100 characters.
Engagement generally goes down
Instagram
Make sure you ALWAYS have permission
once you use more than 2 hashtags.
to share content onto your feed. You can
share content to your stories without
Article on Powerful Twitter Tips
permission.
Tutorial for making a great Twitter banner

Flick.tech for hashtag research

How to create viral reels
LinkedIn
How to best utilise LinkedIn: Things to include in your Instagram
Use hashtags (sparingly) profile:
Create posts of varying lengths
Share external articles
Connect with people in your industry
Share industry content
Make sure your profile is complete
See what's working for competitor LinkedIn
pages

Tutorial on how to make a great LinkedIn

Profile Banner:

Accounts to follow on Instagram for tips:

@creators
@instagramforbusiness
@shinewithnatasha
@latermedia

POWERFUL SOCIAL MEDIA MARKETING COURSE TAUGHT BY MAGGIE STARA

Pinterest
Pinterest has pins (which are clickable
images or videos that lead to your
website), boards (categories of pins),
and idea pins (multi-page video pins
similar to Instagram stories)
People to follow on Pinterest for great
Pinterest tips:
Jenna Kutcher
Cathrin Manning
Melyssa Griffin
TikTok
People to follow for great TikTok tips:
Elise Darma
Modern Millie
How to utilise TikTok:
Keep videos short
Shoot in 9:16 (vertical format)
Design your videos to be played with
the sound on
Use native TikTok features like text,
trending effects and sounds
Follow creators you want to get
inspiration from
YouTube
Channels to follow for YouTube tips:
Think Media
Film Booth
Channel Makers
How to add chapters/timestamps to
your videos
Endscreen tutorial
How to make great thumbnails
Tools to help you analyse YouTube:
VidIQ (Channel) VidIQ (Extension)
TubeBuddy (Channel) TubeBuddy
(Extention)
Keywords Everywhere
MorningFame - for YouTube growth
How to utilise YouTube:
Focus on one area of expertise
Make clickable thumbnails and clear
video titles
Capture people's attention quickly
Promote your paid offer on YouTube
Use your strengths, outsource the rest

Musical down tool for removing TikTok

watermarks
Tutorial on making easy Instagram
Reels and TikTok videos

POWERFUL SOCIAL MEDIA MARKETING COURSE TAUGHT BY MAGGIE STARA

 PLATFORMS SUMMARY
Content
Platform Audience Content Types Great For Extra Notes
Strategy

Photos and links to Relationship building Low organic reach for businesses as
Predominantly
external articles B2C marketing Sharing personal people are on here for updates from
25-34 and
Information Personal connections stories. Remember it's friends and family
Boomers
Live video with audience a networking platform People are 79% more likely to
Facebook People under 25
are using it less
Native video content
(not links to YouTube
Social conversations
Business updates
so you can use it as
that even as a
purchase than on other platforms
Advanced targeting capabilities with
and less (and
videos - post videos Sales (largely through business! ads compared to other platforms
much more
directly on Facebook) ads) Facebook Ads Videos are mainly watched without
passively)
Customer service sound (80%)

Single tweets and tweet Thought leadership

threads Trending industry topics
Customer service Strong customer engagement tool.
Twitter Spaces (audio News
25-34 is the Engagement with Volume is a must on Twitter due to
Twitter
only) Pop culture
largest active audience short content lifespan.
Text-only content can Events
group Sharing industry news Short tweets (< 50 characters) and
do just as well as Sports
Short, frequent tweets with 2 hashtags or less do best.
tweets accompanied Politics
by rich media Entertainment

Demonstrating brand
Influencer marketing Can grow an audience quickly through
Video content is king - culture
Demonstrating brand Reels.
Instagram is a video Influencer marketing and
Largely 18-35 values Great for brand collaborations and
first platform now. product sales
Instagram
year olds Behind the scenes leveraging the large audiences of
Engaging with Inspiration
Very popular content other creators.
audiences through Adventure
with millennials Engaging with People like interacting with brands
more real, raw and Honest, human
followers through DMs, through polls and questions in their
vulnerable stories conversations with
stories and comments stories.
audience

Showcasing expertise
Solving problems Keyword optimised Can grow quickly by tapping into
Global How-tos videos creating quality videos that solve
audience, 100 Video only platform: Live videos to answer Clickable thumbnails people's problems.

YouTube counties, 80
languages.
Longer videos
YouTube Shorts
questions
Entertainment/Humour
Tutorials as solutions
to people's problems
Viral marketing opportunity for
shocking/entertaining content.
Adults and lots Live streams Behind the scenes or for entertainment 68% of teens say YouTube has helped
of kids as well. Vlog-style videos Engaging with people them improve or gain skills that will
Shocking or outrageous in comments help them prepare for the future.
stunt videos

Video-only platform: Video has ability to go viral weeks

Growing an audience Real, raw, unedited
Entertainment and after being posted due to algorithm
Largely Gen Z quickly videos
engagement Difficult to get people off the platform
(10-19) but Experimenting with Vulnerable and
Lighthearted and onto email list or other platforms.
TikTok
other age imperfect content entertaining content
Reaction videos People spend 89 mins a day on the
groups are also Jumping on trends Behind the
Unfiltered, imperfect app.
coming Showcasing a more scenes/how it's done
videos often do just as 63% of all successful ads on the app
onboard light-hearted side of Engaging with people
well as the more have their message in the first three
your business in the comments
'perfect' ones. seconds of their video.

Pinterest is a search engine similar to

Evenly Retail Beautiful photos
Google or YouTube.
distributed eCommerce High-quality videos
Image pins Not great for people with bad
across age Fashion Traffic to articles,
Video Pins websites.
Pinterest
groups DIY & home how-to's videos and products
Idea pins 47% of Pinterest users spend time
77% female Beauty as all pins are
Boards (categories of finding products and shopping on the
users, popular Travel clickable
pins) platform
with moms and Food Keyword optimised pin
Only 28% of global marketers are using
in the U.S. Content for moms descriptions
Pinterest (huge opportunity!)

Content addressing
the problems of other
Best used to establish brands as
B2B marketing businesses
Professionals Long form articles authorities in their industry.
Recruitment Showcasing company
from all External articles for Effective for lead generation.
Networking wins or ideas
LinkedIn industries
25-34 year olds
industry news
Video content (live and
Thought leadership
Showcasing brand
LinkedIn Ads -
targeting people
Best platform for attracting talent into
your business.
make up nearly pre-recorded) Very expensive advertising due to the
values based on job titles or
60% of LinkedIn Polls ability to target CEOs and other
Sharing case studies industries
industry leaders.
Private message
networking

POWERFUL SOCIAL MEDIA MARKETING COURSE TAUGHT BY MAGGIE STARA

 SECTION: BRANDING AND CONTENT

Create a Brand Identity Kit

A brand kit can just be a super simple
document that contains details about how
to use your client's brand assets.
Some things you may want to include:
Logos, usage and where to find them
Brand colours
Tone of voice + spelling (UK, US english
or other language)
Mission statement
Fonts and how use them
Attributes - how should people feel
about your brand ie. optimistic, light-
hearted or hard-hitting truth,
professional
Buyer personas
Other brand graphic assets: icons,
shapes, etc. associated with the brand
Acronyms and acceptable use
(external vs. internal)
Who to contact for any clarification on
brand assets

POWERFUL SOCIAL MEDIA MARKETING COURSE TAUGHT BY MAGGIE STARA

Content Marketing 101: Find Free Content
The best content is educational, Free videos and images:
entertaining, makes people think or makes Pexels
them feel understood. Pixabay

You can: create original content, Free images:

repurpose existing content or curate Unsplash
content from other sources. Kaboompics

Tutorial for repurposing video content with Dafont - Get free fonts
Descript (paid tool). CreativeMarket - For purchasing
beautiful fonts, images, templates and
everything in between
Get Endless Content Ideas
Buzzsumo - for discovering content
that is widely shared online Design Powerful Graphics
Answer the Public - for identifying Canva - Check out my YouTube playlist
what questions your audience has for beginner-friendly Canva tips here, or
about your topics my full course on Canva below:
QuestionDB - Similar to the above
GoogleTrends - to see what's
trending in your industry CLICK HERE
Keywords Everywhere - Chrome to check out my best-selling
extension for keyword research Skillshare course on Canva
Ubersuggest - for a deep-dive on
your competitors and your own best-
performing content
HubSpot's Blog Topic Generator - for
blog post ideas within your industry

POWERFUL SOCIAL MEDIA MARKETING COURSE TAUGHT BY MAGGIE STARA

Make Them Feel First
Talk about benefits over features, example:

Feature: Our lipstick is vegan, cruelty-free

and has biodegradable packaging.

This means that:

Benefit: You will look great and feel even

better knowing you’re helping the planet
SECTION: STRATEGY
every time you put on your new lipstick.

Best practice is to create content that:

Get to Know the Business
Some things you may want to assess:
Entertains
Enhances status
Branding - what’s the tone, what’s the
Saves time
mission statement, what are their
Saves money
brand colours and fonts etc. and are
Solves a problem
they using these consistently across
Or just makes life easier for your
their accounts? Do they have a brand
audience
kit or do they need one?
Who is the competition, what are they
Compelling Copywriting doing well, what’s not working for them,
Resources for great copywriting tips: etc.
Copywriting examples Have they picked the right platforms or
Swiped.co should you be encouraging them to
Examples.com focus their efforts elsewhere?
Copywriting 101 Tips What type of content are they posting?
How often are they posting?
Top tips for compelling copywriting: Are they also using some paid
Write with clarity advertising?
Write honestly Are they using any industry-specific
Keep it short and simple keywords ie. ‘sydney photographer’
Include a call to action ‘toronto dentist’ in their bios
Use power words

POWERFUL SOCIAL MEDIA MARKETING COURSE TAUGHT BY MAGGIE STARA

Create Customer Profiles
Use Hubspot's 'Make My Persona' generator
to customise your customer avatars.
You can also use tools like the following to
survey your existing audience and get to
know them better:
Typeform
Google Form
Leverage User Generated Content
Seth Godin's 'People like us, do things like
this' content.
Ways to feature customers:
Interview them on a live video chat
Have them as a guest on your
podcast
Get them to write about their
experience on your blog
Ask them to give a testimonial that
you can repurpose for social media
POWERFUL SOCIAL MEDIA MARKETING COURSE TAUGHT BY MAGGIE STARA
Collaborations and
Partnerships
Things you can explore:
Instagram collab posts,
Invite guests onto your YouTube
channel
TikTok duets
Remix Reels
Marie Forleo's success stories section of
her website which features past
customer testimonials.
Hot tip from this lesson:
You can jump on a Zoom call and
interview your customers (or even your
client) while you record the call so that
you can then chop up and use as mini
video clips for social media.
 Presenting Your Social Media Strategy

CLICK HERE TO ACCESS THE TEMPLATE

Create a Content Calendar

CLICK HERE TO ACCESS THE SPREADSHEET

POWERFUL SOCIAL MEDIA MARKETING COURSE TAUGHT BY MAGGIE STARA

 SECTION: WORKFLOW
Craft Consistency
WorldTime Buddy - for understanding
timezones between you and your clients.
Secrets of Batching
Understand how to identify content pillars
and use them for your social media
content.
Learn how to make videos (like the one
below) for Facebook and Instagram within
Canva.
Scheduling Tools
Creator Studio - for Facebook and
Instagram
Buffer
Later
Tailwind - for Pinterest and Instagram
Pinterest 'Save it' Extension
Canva Instagram grid template
POWERFUL SOCIAL MEDIA MARKETING COURSE TAUGHT BY MAGGIE STARA
Other Useful Tools:
Google Chrome (Browser) - this should
be your default browser
Google Drive - stay organised with all of
your documents in the cloud
Gmail - get a professional email
address
OneTab - to keep tabs from taking up
unnecessary space
Pomodoro - stay on track by dividing
your day into chunks
Time Timer - a physical version of the
Pomodoro timer
Momentum - make your ‘new tabs’ look
gorgeous and inspirational
LastPass - keep all of your passwords
safe
Screencastify - record your screen and
store videos
Project Management
Popular Project Management Tools:
Asana
ClickUp
Monday.com
Additional Asana resources:
Louise Henry's YouTube Channel is
an amazing resource
Asana's own YouTube Channel is
also my go-to resource for this
 Choosing Objectives
SECTION: PAID ADS Awareness: Objectives which
generate interest in your product or
service.
Where to Start? Consideration: Objectives which get
people to start thinking about your
Resources for Facebook Ads tips and
business and look for more
updates:
information about it.
Conversions: Objectives which
Ben Heath - excellent YouTube
encourage people interested in your
channel
business to purchase or use your
AdEspresso - blog and newsletter
product or service.
Jon Loomer - for more advanced
advertising tips
Facebook Newsroom - for updates in
the advertising world Design Facebook Ads
Canva - to design them yourself
YouTube tutorial on how to make
Fundamentals of video ads for Facebook and
Instagram with Canva
Facebook Ads Creative Market - to purchase
Recap of campaign structure within ads templates
manager here. Facebook Ads Library - Check out
which ads other people are running

Business Manager Facebook Pixel

Link to access business manager
Tips on granting access
Facebook Pixel Helper - Chrome
Extension to check your pixel is
installed correctly
Google Tag Manager - container for
all of your tracking codes

LinkedIn Ads
LinkedIn insight tag and how to use it

Pinterest Ads
Pinterest tag and how to use it
Improve your keywords with different
match types.

POWERFUL SOCIAL MEDIA MARKETING COURSE TAUGHT BY MAGGIE STARA

SECTION: MEASURING SUCCESS

Measure Your Success

How to set social KPIs
More expensive tools for agency
reports:
Report Garden
DashThis
ACCESS IT HERE
Agency Analytics

Access your Canva template for

your manual social media report:

Analytics Deepdive
A beginner's guide to Google
Analytics
Google Digital Garage - free
learning library for all of Google's
marketing tools
Social Blade - analyse your own
performance as well as your
competitors'

SECTION: WHAT'S NEXT

Mastering Business
Netflix Fyre Festival documentary is
a great example of amazing
marketing with terrible execution.
Contagious: Why Things Catch On
- great book on virality
Never Split the Difference - book on
sales and negotiation
The Infinite Game - Simon Sinek's
book on building a sustainable
business

POWERFUL SOCIAL MEDIA MARKETING COURSE TAUGHT BY MAGGIE STARA

 Make Social Media Better
With over 5,000 images, Project
#ShowUs is the world’s largest stock
photo library created by women and
non-binary individuals to shatter beauty
stereotypes.
CHECK IT OUT HERE
How to make social media more
accessible.
Colour blindness simulator - allows you
to check contrast in your images for
accessibility
How to make social media more
inclusive.
Understand trigger warnings and other
language on social media.
Sonia Thompson - Inclusive marketing
specialist
The Digital Picnic - example of a
website that has the UserWay
accessibility tool built-in for better
contrast and readability
Social Dilemma - Netflix documentary
about the impact of social media on
mental health.

Sites you should follow,

with newsletters you can
subscribe to for all social
media marketing tips:
Hootsuite
Social Media Examiner
Social Media Today
Digital Marketer
Sprout Social
Marketing Brew

Course Project
Test your skills with your
course project using
yourself, a client or a
fictitious business. And
remember to share it
with me in the course
for feedback!

CLICK HERE TO ACCESS YOUR PROJECT TEMPLATE

POWERFUL SOCIAL MEDIA MARKETING COURSE TAUGHT BY MAGGIE STARA

 PODCASTS YOU'LL LOVE

The Science of Social Media Amy Porterfield

This podcast by Buffer is all about Amy's podcast is specifically tailored to
exploring best-practices and insights beginner marketers and has a very
from top social media marketing friendly approach. A great choice for
experts. anyone just starting out.

CHECK IT OUT HERE CHECK IT OUT HERE

Michael Stelzner Think Media

This is one of the top social media This podcast is specifically about
podcasts hosted by Social Media YouTube content. But you can also learn
Examiner. Learn about all things social about building your brand, managing
media from content to strategy. your team and growing your influence.

CHECK IT OUT HERE CHECK IT OUT HERE

learn more

Gary Vee School of Greatness

For a no-fluff content marketing Lewis Howes has one of the longest
podcast - Gary Vee is your man. running podcasts where he interviews
Straight and to the point with no sugar people who are succeeding through the
coating in between. power of purpose and authenticity.

CHECK IT OUT HERE CHECK IT OUT HERE

 Thanks!
Thanks again for being here and
wanting to learn from me.

I appreciate each and every one of

you and if you would like to continue
to be virtual friends, check out some
ways to connect with me below:

Maggie Stara

@maggie.stara

- Maggie

"You have to be brave

before you can be good."
- Brian K. Vaughan