Are you tired of the social media treadmill?

For passionate New Zealand business owners, marketers, and non-profit leaders, social media often feels like a battle. You're caught between the overwhelming pressure to be constantly active and the frustrating reality of limited time, tight budgets, and algorithms that change without warning. You know you need to be online, but you're struggling to see a real return on your efforts.

This course is designed to change that. We've listened to the challenges faced by people just like you and built a practical, hands-on program that transforms social media from a source of stress into one of your most powerful tools for business growth. We'll give you the strategy, skills, and confidence to get off the content treadmill, prove your value, and finally make social media work for you.

Whether you're struggling to maintain a consistent social media presence, looking to boost your local visibility, or aiming to turn your social followers into paying customers, this course provides the roadmap you need.

Get ready to stop spinning your wheels on social media and start seeing tangible returns on your time and effort.

WHO SHOULD TAKE THIS COURSE

• NZ Business Owners, Managers, Teams: People running established businesses, with a hands-on approach to marketing, but limited time and resources.
• Your Challenges: Time management between business operations and marketing, limited budget, difficulty maintaining consistent social presence, keeping up with platform changes.
• Your Desires: Cost-effective marketing solutions, clear ROI, automated processes, ability to compete with larger brands, organic growth strategies.
• Your Needs: Pressing requirement for practical solutions, clear ROI focus.

Here are a few of the reasons why NZ businesses need to know more about Social Media Marketing:

• Two out of three Kiwi Internet users visit social network sites every day. If you’re not active in their favourite forum, will they think of you when they decide to purchase the types of goods or services that you sell?
  
• Through those sites, they talk about what they need to buy and they ask their friends for recommendations. Are you listening?
  
• They follow brands and organisations on the social networks, so that they can be in the know about what’s new, what’s hot and what special deals are available. If they care enough about your brand to follow you on Facebook or Instagram or the like, what are you doing for them?
• They share stuff with their friends — the good, the bad and the ugly. If you’re being talked about and you don’t know what is being said about you and your products & services (and customer service successes and failures) in social media, you won’t have a chance to respond and fix any problems before they go toxic.

The Principles & Practice of Social Media Marketing

This eleven-part online course delivers weekly, focused lessons designed for immediate, real-world application.

Here’s what the course covers:

Lesson One: Build a Time-Efficient Social Media Strategy

Stop the daily scramble. For the business owner who says, "My biggest challenge is time... I'm stuck on what I call the 'content treadmill,' thinking, 'What on earth am I going to post today?'", this lesson is your lifeline. We'll give you a quick-start guide to creating a lean, effective content calendar that eliminates daily decision-making and frees you up to focus on your business.

This lesson covers:

1.1 Quick-Start Guide to Social Media Planning

Implications for NZ Small Businesses

• Many NZ small business owners juggle multiple roles, meaning there’s little time to test or learn by trial and error.
• A structured planning approach helps avoid wasted effort on low-impact activities.
• A quick-start plan provides clarity, reduces overwhelm, and supports consistent execution.

1.2 Identifying the Most Relevant Platforms for Your Business

Implications for NZ Small Businesses

• Spreading efforts too thin across every platform can dilute impact and waste valuable time.
• Choosing platforms that align with your audience’s demographics and interests ensures better engagement and return on investment.
• NZ audiences may favour Facebook for community engagement, Instagram for visuals, TikTok for entertainment, X (Twitter) for breaking news and LinkedIn for B2B, but this varies by sector.

1.3 Setting Realistic Goals and KPIs for Small Businesses

Implications for NZ Small Businesses

• Small businesses often have limited marketing budgets and team capacity, making it crucial to set achievable targets.
• Goals that are too grand can cause frustration; realistic KPIs allow for steady growth and measurable success.
• KPIs should tie back to tangible business outcomes (e.g., leads, sales, customer retention).

1.4 Creating a Lean, Effective Social Media Calendar

Implications for NZ Small Businesses

• A lean calendar helps ensure you post consistently without wasting time on daily brainstorming.
• Spreading out content evenly avoids posting ‘spikes’ and ‘droughts’.
• Consistency fosters audience trust, brand recall, and more predictable engagement levels.

Lesson Two: Create Professional Content on a Shoestring Budget

You don't need a design agency to look professional. This lesson is for the tradie who admits, "I genuinely don't know what I should be posting... it feels a bit amateur." Learn to use low-cost and AI-powered tools to create stunning visuals and videos, and master the art of repurposing content so you never feel like you're starting from scratch again.

In Lesson Two, you’ll learn:

2.1 Low-Cost Tools for Professional-Looking Content

Implications for NZ Small Businesses

• How AI can help with writing, design and even video, and what AI tools you should use.
• Professional graphics and photos are crucial for brand perception but can be expensive if outsourced. We explore the many tools now available to streamline your design efforts.
• Access to user-friendly, low-cost design and editing tools levels the playing field with larger businesses.
• Even small improvements in design quality can significantly increase engagement.

2.2 Repurposing Content Across Platforms to Save Time

Implications for NZ Small Businesses

• Reusing one piece of content in multiple formats or on multiple platforms maximises reach without additional cost.
• Consistency of messaging across channels helps reinforce brand identity.
• Saves time and resources, particularly for businesses with limited marketing staff.

2.3 User-Generated Content Strategies for Small Businesses

Implications for NZ Small Businesses

• Encouraging followers to create content about your products or services can boost authenticity and brand loyalty.
• Potentially reduces content creation costs and fosters a sense of community, which is especially powerful in small Kiwi communities.
• Helps crowdsource fresh ideas and angles for your brand storytelling.

2.4 Quick and Easy Video Content Creation Techniques

Implications for NZ Small Businesses

• Video is highly engaging, but many small businesses hesitate due to perceived complexity and cost.
• Short, authentic clips often perform better on social media than heavily produced videos.
• Showcasing “behind the scenes” can humanise your business and resonate with local communities.

Lesson Three: Integrate Social Media with Your Overall Business

Break down internal silos and get everyone on the same page. If you've ever felt like the corporate manager struggling because "getting a single post approved can require sign-off from three different departments," this lesson provides the framework to align your social media efforts with core business objectives and streamline your internal processes for maximum efficiency.

Lesson Three covers:

3.1 Aligning Social Media Goals with Business Objectives

Implications for NZ Small Businesses

• Ensuring social media efforts complement broader business targets prevents wasted resources.
• Siloed social media campaigns may lead to confusion and inconsistent messaging.
• Aligning goals helps measure genuine impact on revenue, customer satisfaction, or brand awareness.

3.2 Integrating Social Media into Your Customer Service

Implications for NZ Small Businesses

• Customers may reach out via Facebook, Instagram, X, WhatsApp or Messenger for quick support or enquiries.
• Fast and professional replies on social platforms can significantly improve brand reputation.
• Integrating customer service across channels avoids missed messages and ensures seamless customer experiences.

3.3 Using Social Insights for Product Development and Inventory Decisions

Implications for NZ Small Businesses

• Social feedback can give real-time clues about products or services in high demand.
• Avoids overstocking low-demand items or missing out on profitable trends.
• Direct customer input can guide product improvements, helping maintain a competitive edge.

3.4 Training Staff for Consistent Social Media Representation

Implications for NZ Small Businesses

• Even small teams need unified training to ensure consistent brand voice, messaging, and responsiveness.
• Well-trained staff can amplify your brand presence by creating and sharing branded content.
• Reduces the risk of off-brand or inappropriate posts that could harm your reputation.

Lesson Four: Run Cost-Effective Social Media Advertising Campaigns

Make every advertising dollar count. For the e-commerce entrepreneur who is "completely reliant on paid ads, and the cost per acquisition just keeps climbing," this module teaches you how to create high-impact ads on a small budget. Learn to target local customers effectively and measure your ad spend for a clear, undeniable return on investment

Lesson Four includes:

4.1 Creating High-Impact Ads on a Limited Budget

Implications for NZ Small Businesses

• Even a modest ad budget can produce results if the targeting and creative are well-optimised.
• Eye-catching visuals and concise copy can help small businesses stand out against big players.
• Careful ad design ensures you’re not wasting money reaching the wrong audience.

4.2 Targeting Local Customers Effectively

Implications for NZ Small Businesses

• how tools like Meta's Ad Manager can help you focus on your best customers.
• Local customers are more likely to convert if they see messaging that resonates with their community.
• Highlighting Kiwi culture, local landmarks, or colloquial language can boost relatability.

4.3 Retargeting Techniques for Small Business Audiences

Implications for NZ Small Businesses

• Retargeting allows you to show ads to people who have already interacted with your website or social pages, improving conversion potential.
• Helps build brand familiarity in a market where repeat exposure is often essential for sales.
• Even with small budgets, retargeting can produce high ROI by focusing on warmer audiences.

4.4 Measuring and Optimising Ad Spend for Clear ROI

Implications for NZ Small Businesses

• With limited budgets, it’s critical to ensure every dollar spent on ads is justifiable and tracked.
• Without clear tracking, small businesses risk pouring money into unproductive channels.
• Continual optimisation is required to maintain or improve results.

Lesson Five: Unlock Real Organic Growth

Beat the algorithm anxiety. This lesson is for the inexperienced marketer who lives in fear because "a platform will change something without warning, our reach will plummet... and suddenly I look like I don't know what I'm doing." We demystify the algorithms and give you practical, sustainable strategies for community engagement and local collaboration that build stable, long-term growth.

Find out about:

5.1 Leveraging Local SEO for Social Media Visibility

Implications for NZ Small Businesses

• A strong local SEO strategy increases the chances of your social pages ranking for community-based searches.
• Being present on Google Business Profile and integrating this with social accounts fosters credibility.
• Optimised local listings drive foot traffic and online enquiries.

5.2 Community Engagement Strategies That Don’t Eat into Your Day

Implications for NZ Small Businesses

• Effective community engagement builds relationships and trust without requiring excessive time.
• Regular involvement in relevant local or industry-specific groups can position your business as a trusted resource.
• Community support often leads to word-of-mouth referrals, which is powerful in tight-knit Kiwi communities.

5.3 Collaborations and Cross-Promotions with Other Local Businesses

Implications for NZ Small Businesses

• Collaborations harness existing relationships and networks, giving each partner access to new audiences.
• Working with non-competitive businesses can expand your local influence and reinforce a sense of community.
• Cross-promotions can significantly lower marketing costs while delivering high-impact local reach.

5.4 Hashtag Strategies for Increased Organic Reach

Implications for NZ Small Businesses

• Correct hashtag usage on platforms like Instagram and TikTok boosts discoverability among relevant audiences.
• Local hashtags can attract a Kiwi audience interested in supporting home-grown businesses.
• Strategic hashtag research helps filter out irrelevant or highly competitive tags.

Lesson Six: Convert Followers into Paying Customers

Escape the vanity metrics trap. For the creative professional who says, "My biggest pain point is getting trapped in the cycle of chasing 'likes' instead of leads... my inquiry form stays empty," this lesson is about turning engagement into revenue. Master the art of the call-to-action and learn to set up social commerce tools that create a seamless path from post to purchase.

In Lesson Six, learn:

6.1 Creating Compelling Calls-to-Action

Implications for NZ Small Businesses

• Strong calls-to-action (CTAs) turn casual followers into leads or paying customers.
• Clear CTAs reduce confusion and guide users to take the next step, crucial in small business funnels.
• Tailored CTAs can boost conversions by speaking directly to Kiwi interests and needs.

6.2 Setting up Social Shops and Product Catalogues

Implications for NZ Small Businesses

• Native social shopping features allow followers to browse and purchase items without leaving the platform.
• Streamlines the customer journey, increasing the likelihood of impulse buys.
• Useful for small-scale e-commerce, as it expands sales channels beyond your website.

6.3 Using Social Proof to Drive Sales

Implications for NZ Small Businesses

• Testimonials, reviews, and user-generated content can significantly increase credibility.
• Social proof counters consumer hesitation, especially important in smaller markets where trust is paramount.
• Showcasing real customers’ success stories resonates strongly with community-minded Kiwis.

6.4 Customer Service Techniques That Turn Followers into Loyal Customers

Implications for NZ Small Businesses

• Friendly, efficient, and empathetic customer service fosters ongoing loyalty and positive word-of-mouth.
• Prompt responses on social media can set you apart from competitors who are slow to react.
• Building rapport in public comments can demonstrate transparency and build community trust.

Lesson Seven: Master Analytics for Non-Techies

Solve the ROI enigma. If you're a consultant who feels that proving the value of your social media efforts is like "shouting into the void," this is your solution. We make analytics simple. Learn to use easy-to-understand tools to track the metrics that actually matter to your bottom line and create simple, actionable reports that prove your impact.

Don’t sweat the numbers as we explore:

7.1 Understanding Key Metrics That Matter for Small Businesses

Implications for NZ Small Businesses

• Interpreting the right metrics (e.g., engagement rate, reach, conversions) is crucial for judging marketing success.
• Data-driven decisions can help small businesses invest limited resources more effectively.
• Basic metrics can be understood without an in-depth technical background, making them accessible to busy owners.

7.2 Simple Tools for Tracking Social Media ROI

Implications for NZ Small Businesses

• Without ROI tracking, there’s a risk of overspending on channels that don’t deliver results.
• Accessible tools help demystify data analysis, enabling owners to make informed decisions quickly.
• Shows the direct link between social media efforts and revenue, supporting future budget allocations.

7.3 Using Insights to Inform Business Decisions

Implications for NZ Small Businesses

• Social media insights can reveal customer preferences, popular products, and emerging market trends.
• Data-driven adjustments help refine product offerings, opening hours, or event schedules.
• Small, immediate changes based on insights can yield quick wins in revenue or engagement.

7.4 Creating Quick, Actionable Reports

Implications for NZ Small Businesses

• Short, straightforward reports keep your team (and external stakeholders) informed without requiring deep technical knowledge.
• Regular reporting fosters accountability and consistent improvement.
• Simplifies decision-making processes by highlighting only the most relevant data.

Lesson Eight: Compete and Win Against Larger Brands

Use your size as your greatest strength. For the non-profit manager who finds it hard "to compete for attention against a tidal wave of commercial marketing," this lesson shows you how to stand out. Learn the storytelling techniques that build deep, authentic connections and leverage your personal touch to dominate your niche.

Lesson Eight explores:

8.1 Storytelling Techniques to Showcase Your Unique Brand

Implications for NZ Small Businesses

• Personal, relatable stories differentiate small local brands from larger competitors.
• Showcasing your journey, community involvement, or values can attract like-minded customers who prefer to support local.
• Emotional connections formed through storytelling often lead to higher customer loyalty.

8.2 Leveraging Your Agility and Personal Touch

Implications for NZ Small Businesses

• Smaller businesses can adapt faster to trends and customer feedback, providing a competitive advantage over large corporates.
• Personal relationships foster trust and can turn first-time customers into advocates.
• Quick decision-making cycles allow you to test and pivot marketing strategies more efficiently.

8.3 Creating a Consistent Brand Voice Across Platforms

Implications for NZ Small Businesses

• Consistency instils confidence in existing and potential customers, making your business memorable.
• A distinct voice sets your brand apart from competing messages in the crowded social space.
• Maintaining the same tone prevents confusion when customers transition between platforms.

8.4 Niche Marketing Strategies for Small Businesses

Implications for NZ Small Businesses

• Tapping into a niche segment can help small Kiwi businesses stand out amidst generalist competitors.
• Niche markets often produce highly loyal customers if their needs are uniquely met.
• Focused strategies can yield higher ROI by targeting a smaller but more engaged audience.

Lesson Nine: Master Platform-Specific Quick Wins

Stop feeling like you have to do it all. If you're a photographer who feels that "Instagram is now a video platform, and I'm expected to produce cinematic Reels just to stay visible," this lesson provides targeted, platform-specific tactics. Get quick wins for Facebook, Instagram Reels, LinkedIn, and TikTok that align with your brand and skills, without the pressure to chase every trend – all with approaches tailored to the NZ market.

In Lesson Nine, we focus on:

9.1 Facebook: Maximising Business Page Features

Implications for NZ Small Businesses

• Facebook remains a popular platform in NZ, making it a prime channel for local reach.
• Business-specific tools like Page Insights, Events, and Messenger can drive engagement and sales.
• Properly utilising built-in features can streamline communication and boost conversions.

9.2 Instagram: Creating Engaging Stories and Reels

Implications for NZ Small Businesses

• Instagram is highly visual, making it ideal for showcasing products, behind-the-scenes, and customer testimonials.
• Stories and Reels can reach wide audiences through hashtags and location stickers.
• Quick, creative videos can out-perform static content and capture short attention spans.

9.3 LinkedIn: B2B Networking and Thought Leadership for Owners

Implications for NZ Small Businesses

• LinkedIn is valuable for reaching other businesses, potential partners, and professional communities.
• Thought leadership content can position you as an expert, generating leads and partnerships.
• Ideal platform if your services target corporate or professional clients.

9.4 TikTok: Quick Content Ideas for Busy Entrepreneurs

Implications for NZ Small Businesses

• TikTok’s fast-paced format and powerful algorithm can introduce your brand to new audiences rapidly.
• Authentic, light-hearted content often resonates best, making it an accessible way to show your brand personality.
• Quick video creation suits time-strapped business owners, as high production quality isn’t always necessary.

Lesson Ten: Navigate the Legal Essentials with Confidence

Protect your hard-earned reputation. This lesson is for anyone who admits, "My biggest fear... is getting a bad review online... That fear of damaging my reputation makes me hesitant to engage at all." Get a clear, simple guide to New Zealand's rules on copyright, sponsored content, and privacy, and learn how to handle negative feedback professionally.

Don’t venture into social media without:

10.1 Quick Guide to Copyright and Fair Use in Social Media

Implications for NZ Small Businesses

• Improper use of images or music can lead to legal complications, fines, or takedown notices.
• Understanding fair use and obtaining licences are crucial when sharing third-party content.
• Maintaining legal compliance protects your brand from negative publicity and financial risk.

10.2 Navigating Sponsored Content Regulations

Implications for NZ Small Businesses

• Sponsored or paid partnerships must be labelled clearly to meet Advertising Standards Authority guidelines.
• Non-compliance can result in penalties and damage to customer trust.
• Being transparent about sponsored content maintains credibility with followers.

10.3 Privacy Considerations for Customer Data

Implications for NZ Small Businesses

• Handling personal information via social media requires compliance with the Privacy Act in NZ.
• Mishandling user data can result in legal issues and break customer trust.
• Clear privacy policies and secure data handling processes are essential.

10.4 Creating a Simple Social Media Policy for Your Business

Implications for NZ Small Businesses

• A clear policy helps all team members understand posting guidelines, brand voice, and crisis management procedures.
• Minimises the risk of off-brand messaging or legal mishaps.
• Ensures a unified front, especially useful when multiple employees handle social media tasks.

Lesson Eleven: Future-Proof Your Social Media Approach

Overcome the overwhelm and build your confidence. For the recent graduate suffering from "total analysis paralysis—I don't know where to even start or who to trust," this final lesson provides a clear framework. Learn how to stay updated on trends efficiently and build a flexible strategy that prepares you for the future of social media, so you can move forward with a clear, practical plan.

Here's what you need to know to be prepared:

11.1 Staying Updated with Platform Changes Efficiently

Implications for NZ Small Businesses

• Social platforms frequently update algorithms, features, and best practices, impacting reach and engagement.
• Lack of awareness can mean missed opportunities or ineffective strategies.
• Following reputable industry sources can help small businesses stay competitive without investing excessive time.

11.2 Adapting to Emerging Trends Without Overextending

Implications for NZ Small Businesses

• Jumping on every trend can dilute your brand focus and strain limited resources.
• Selecting trends that align with your niche and audience ensures better ROI.
• Careful adoption positions you as innovative yet authentic, rather than gimmicky.

11.3 Preparing for Social Commerce Opportunities

Implications for NZ Small Businesses

• Social commerce features on platforms like Instagram, Facebook, and TikTok are continually evolving.
• Early adoption can give you an edge, providing customers with seamless shopping experiences.
• Integrating commerce features allows you to diversify revenue streams beyond your website or physical store.

11.4 Building a Flexible, Scalable Social Media Strategy

Implications for NZ Small Businesses

• A rigid strategy may fail to adapt to market shifts, technological changes, or sudden growth.
• A scalable approach ensures you can handle increased engagement or new product lines without overhauling everything.
• Flexibility allows you to pivot quickly, an advantage in a competitive market.

Conclusion

By focusing on these elements—time-efficient strategies, budget-friendly content creation, automation, targeted advertising, organic growth, conversion tactics, straightforward analytics, differentiating against larger brands, platform-specific best practices, business-wide integration, legal compliance, and future-proofing—NZ small businesses can build a robust and scalable social media marketing presence. Consistent application of these recommendations will help ensure you achieve tangible business results while making the most of your limited time and resources.

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TIMING

The "Social Media Marketing" Course begins on Monday 07 July, 2025.

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FORMAT

Eleven weekly lessons delivered online, accessible 24/7 to fit your schedule. Each lesson includes practical "Action Steps" for immediate implementation.

INVESTMENT

This eleven-part online training course is available for $997+GST. However we offer an Early Bird Discount of $100 -- pay just $897+GST for bookings received by Monday 30 June, 2025.

Bookings are confirmed on receipt of payment, which can be by bank deposit or credit card. We can raise an invoice in advance if you need it.

To reserve your place in this course, please pay by credit card through PayPal by clicking here:

If you would prefer to pay by bank deposit, or require an invoice, please send an email to bookings@socialmedia.org.nz with your requirements.

WHAT HAPPENS NEXT?

You’ll receive our emailed confirmation of your booking. Then on the first day of the course we’ll follow up with details of your Login and Password details, as well as Course Notes for the first lesson. Subsequent lesson information will be sent out weekly.

If you have any questions, or would like more information, please email us at info@socialmedia.org.nz

FAQ

How does the course work?

• Every lesson includes Action Steps so that you can start implementing what you’ve just learned, along with Quick Wins so that you can apply your newfound knowledge immediately.

Is the course live?

• No, everything is online, conducted on a web-based e-learning software platform. Once a lesson is released, you can access it whenever you wish, anytime 24/7, in accordance with your own timetable). You proceed at your own pace, accessing materials online.

What's the course format?

• This particular online training course provides content in a variety of multimedia forms, including text, images, videos, slideshows, presentations and PDF files. No special software is required to participate, you access it through a web browser (eg Chrome, Firefox, Edge, Safari).

How often are lessons released?

• Course lessons will be provided weekly, on Mondays, over eleven weeks. We release content on a weekly schedule because we review (and where necessary update) the contents of each lesson just before release, to ensure that the material is as up-to-date as possible — social media marketing is constantly changing, so we aim to ensure that the lessons reflect the latest developments.

How long will each lesson take?

• We typically recommend you allow 1-2 hours per lesson.

What happens if I need help?

•  Interaction with the course tutor is enabled via email (with telephone backup if required).

What are people saying about these courses?

Feedback from previous digital marketing training course and workshop participants:

• It is great that we have managed to get an external perspective on marketing in the digital space – your expertise in this area is greatly appreciated. – Hazel T.
• I really enjoyed the [Digital Marketing Workshop] today and got a lot out of it  – Nikki H.
• Thanks for a great [Digital Marketing] session yesterday, really enjoyed it and learnt lots – Izi W
• “this was the best professional development course I have done in many years” – Mark R, senior Agency Exec responsible for social media
• “thought the information within was outstanding” – Ed P, General Manager
• “What I loved was that I started with a fairly rudimentary understanding of social media but have learned a lot – including where to find more information as I need it.” – Fiona W, Marketing Manager
• “I found it relevant, informative, topical, insightful and a bloody good read. It’s never evangelical, too techy, patronising, assumes that you know too much or too little about digital and has a warm sense of humour in the communication throughout which helped faciliate the learning process for me.” — Adrienne B, new media senior executive
• “Thanks for pointing me in the direction of this course! It’s been extremely enlightening” — Shayne P, design agency director
• “Rapt with what I have seen of the course” — Julia R, fashion editor
• “I’m really enjoying the course – learning a lot – and I know the two friends I persuaded to join us are also loving it.” — Lavinia C, designer
• “Am thoroughly enjoying the content!” – Kara B, magazine co-ordinator
• “I was already engaging with social media and have been doing so for about 6 years or so. But, did I know how to use social media in a marketing and business sense? No, I simply did not. This course was a great way to show me how to do that.” — Sheryl K, online marketer

COURSE CREATION AND TUTORING

• This course has been created and is tutored by Michael Carney.