Facebook marketing partner workshop: sales funnel
In a marketing strategy, it is essential to identify the different steps that a user has to take to achieve a certain objective. This can be a registration, a purchase or the generation of a lead. For that purpose, the company needs a conversion funnel, a tool that allows to record at what stage of the purchase we activate or lose the interest of customers.
One of the most common mistakes in a digital marketing campaign is to focus efforts on attracting the largest number of customers to the website, placing users at the widest stage of the funnel. In this way, very few will actually execute the conversion. It is more effective to target a type of user who is more interested in our product in order to reduce drop-offs during the different phases of the process.
The conversion funnel allows us to know a very important piece of information when developing marketing campaigns: the percentage of user losses in each of the defined steps. In addition, the sales funnel shows us which points need to be improved most urgently in order to get the greatest number of users to buy.
For these reasons, profiles developing Facebook ads campaigns should familiarise themselves with the conversion funnel.
Competences
The overall objective of the workshop is to provide students with a general training on the most important concepts used within the campaigns developed with the Facebook tool.
This workshop deals with the creation of a sales funnel in Facebook Marketing Platform and its use for the definition of Facebook Ads campaigns. This element provides the necessary information to maximise the impact of messages on the social network and avoid wasting investment in campaigns.
The workshop serves as an approach to the sector for profiles related to marketing who want to know how to design successful Facebook Ads campaigns based on the stage of the funnel in which the user is. This workshop promotes, in particular, the knowledge of key elements in a fundamental business branch, the optimising spirit and the generation of ideas to achieve a proactive profile with basic knowledge on the subject.
The design of the studies has involved the definition of the general and specific competencies that students must acquire through the workshop. The design has been governed by the principles of an integral conception of teaching and its educational offer has been planned in such a way as to facilitate student learning. Likewise, its curricular organisation is based on interdisciplinary criteria, with the aim of the student acquiring the knowledge and competences of his or her specialisation, as a manager in the professional field corresponding to the specific sector in question.
The objectives of this workshop are the following ones:
- To complete the professional profile of students and digital workers in different areas in order to contribute to their interdisciplinarity.
- To learn the structure that allows the Facebook tool to segment audiences.
- To learn how to plan the initial aspects of an advertising campaign on Facebook and Instagram.
- To train in this area for a more complete specialisation in specific terms or to constitute a transversal profile in line with the current labour demand.
Basic competences
BC1. To have knowledge that provides a basis or an opportunity to be original in the development and/or application of ideas, often in a specialised context.
BC2. To be able to communicate conclusions, as well as the knowledge and the ultimate reasons behind them, to specialised and non-specialised audiences in a clear and unambiguous way.
BC3. To have learning skills that enable further study in a self-directed or autonomous manner.
General competences
GC1. To be able to identify and solve problems risen in the context of the tourism sector.
GC2. To know how to apply the knowledge acquired in the tourism sector, in order to improve competitiveness and/or entrepreneurship in the tourism destination.
GC3. To develop creative and innovative capacity, focused on providing new solutions to old problems in the sector, its organisations and contexts.
Specific competences
SC1. To be able to determine at what stage of the funnel the customer is at.
SC2. To be able to draw up a strategy that guides the client from one stage to the next.
SC3. To strengthen a diverse and transversal professional profile with notions of digital marketing.
SC4. To launch marketing actions that successfully lead to sales.
SC5. To identify the key elements that can lead to the success or failure of a campaign in its first definition stage.
Dynamics
The workshop will have a learning methodology based on “learning by doing” so that everything covered in each subject of the training can be put into practice. Practical exercises will be carried out under the guidance of the teaching staff so that the knowledge acquired will respond to the real day-to-day needs of the subjects covered in the workshop.
The teachers will be actively involved in the learning process to strengthen the link with the students and provide support in order to resolve doubts and raise scenarios that contribute to the student learning to generate ideas “out of the box”.
This workshop will be taught in a face-to-face format, with a total of 10 hours of classes, and computers provided by TTS will be available to achieve a complete learning process and to put into practice the examples and case studies presented by the teaching staff.
The dynamics of the Digital Marketing far away from lectures, and seek to approach a model of continuous interaction in which each participant can express themselves and feel part of the team. In this way, each person contributes to the generation of ideas and debates take centre stage, based on the theme of the workshop in question.
As a result of the workshop, a practical level test will be carried out to evaluate the knowledge acquired by the students.
