Course Overview:
This course explores the strategies, tools, and analytics behind growing a brand on social media through both paid and organic methods. Participants will gain hands-on experience with Facebook Ads Manager, Instagram Growth Tools, LinkedIn Sales Navigator, TikTok Ads, Google Analytics, Canva, Power BI, Excel, and AI assistants (ChatGPT, Jasper).
By the end of the program, participants will be able to design integrated strategies that maximize visibility, engagement, and ROI while finding the right balance between organic growth (content, community building, SEO) and paid growth (ads, sponsored posts, partnerships).
Course Duration:
10 Days
Target Audience:
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Marketing & Brand Managers
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Social Media Specialists
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Digital Advertising Professionals
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Startups & Entrepreneurs scaling their online presence
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Communications & PR Teams
Personal Impact:
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Learn to grow your personal or business brand using both paid and organic tactics.
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Gain hands-on skills with ads management tools and analytics dashboards.
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Master content creation that drives organic reach without ad spend.
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Build confidence in reporting ROI to senior management.
Organizational Impact:
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Reduced wasted ad spend through optimized targeting.
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Consistent growth through balanced paid and organic strategies.
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Better customer engagement and loyalty.
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Measurable ROI on both advertising and content efforts.
Course Outline
Course Objectives:
By the end of this course, participants will be able to:
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Differentiate between paid and organic growth models.
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Run effective ad campaigns across multiple platforms.
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Build content strategies that maximize organic reach.
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Use analytics to compare ROI of paid vs organic efforts.
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Develop a hybrid growth strategy tailored to their organization.
Course Modules
Course Outline:
Module 1: Introduction to Paid vs Organic Growth
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Defining organic reach vs paid amplification
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Pros & cons of each approach
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How algorithms affect reach and engagement
Case Study: Paid vs organic campaign outcomes for an e-commerce brand
Module 2: Organic Growth Strategies & Tools
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Content planning and consistency
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SEO for social media (hashtags, keywords, tagging)
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Community engagement and user-generated content
Exercise: Build a 30-day organic content calendar
Module 3: Paid Social Media Advertising Fundamentals
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Campaign objectives and targeting basics
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Facebook & Instagram Ads Manager walkthrough
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Budgeting for awareness vs conversion campaigns
Practical Exercise: Launch a test campaign with audience targeting
Module 4: Multi-Platform Paid Campaigns
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LinkedIn Sponsored Posts & Sales Navigator targeting
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TikTok Ads & short-form content promotions
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Twitter (X) ads and real-time promotions
Case Study: Multi-channel paid campaign for a B2B company
Module 5: Creative Development for Paid & Organic
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Designing engaging visuals with Canva, Adobe Express
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AI tools (ChatGPT, Jasper) for ad copy & captions
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Video-first strategies for TikTok, Reels, Shorts
Exercise: Develop paid & organic versions of the same campaign message
Module 6: Analytics for Paid vs Organic
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Tracking KPIs: reach, CTR, CPC, engagement, conversions
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Using Google Analytics, Power BI, Excel dashboards
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Benchmarking organic vs paid growth performance
Practical: Build a reporting template comparing paid & organic metrics
Module 7: Optimization & A/B Testing
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Testing creatives, audiences, and placements
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Organic content testing with multiple formats
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Budget reallocation based on performance data
Case Study: A/B test showing when to shift budget from ads to organic
Module 8: Scaling Strategies
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When to increase ad spend
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Building influencer and ambassador programs
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Scaling organic reach with employee advocacy
Exercise: Create a growth plan scaling from organic-first to paid hybrid
Module 9: AI & Emerging Trends in Social Growth
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AI in audience targeting and predictive analytics
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Social commerce & shoppable posts
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Future of organic reach in AI-driven algorithms
Case Study: AI-driven personalization in social media campaigns
Module 10: Capstone – Designing a Hybrid Growth Strategy
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Combining paid and organic for sustainable growth
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Presenting ROI to stakeholders
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Long-term planning & budgeting for social growth
Capstone Project: Participants design and present a hybrid growth strategy for their organization
Related Courses
Course Administration Details
Methodology
These instructor-led training sessions are delivered using a blended learning approach and include presentations, guided practical exercises, web-based tutorials, and group work. Our facilitators are seasoned industry experts with years of experience as professionals and trainers in these fields. All facilitation and course materials are offered in English. Participants should be reasonably proficient in the language.
Accreditation
Upon successful completion of this training, participants will be issued an Indepth Research Institute (IRES) certificate certified by the National Industrial Training Authority (NITA).
Training Venue
The training will be held at IRES Training Centre. The course fee covers the course tuition, training materials, two break refreshments, and lunch. All participants will additionally cater to their travel expenses, visa application, insurance, and other personal expenses.
Accommodation and Airport Transfer
Accommodation and Airport Transfer are arranged upon request. For reservations contact the Training Officer.
Tailor-Made
This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our IRES Training Centre or at a convenient location. For further inquiries, please contact us on:
Payment
Payment should be transferred to the IRES account through a bank on or before the start of the course. Send proof of payment to [email protected]
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