Pre-requisites

• Basic Knowledge of Performance Advertising and Marketing Concepts:
  Learners should have a foundational understanding of core digital marketing concepts, such as SEM, social media marketing, and paid advertising. This can be demonstrated by completing introductory-level digital advertising courses or having equivalent work experience.

• Experience in Advertising or Related Field:
  Learners should have at least 1 year of experience in advertising, communications, or a related role where they have been exposed to basic advertising strategies and tools. Experience in a digital advertising capacity is highly recommended.
• Familiarity with Digital Marketing Tools:
  Learners should be comfortable using basic digital advertising tools such as SEO, Content Marketing, Google and Meta Ad platforms.
• Access to an Organisation or Host Company:
  Learners are recommended to have access to a company where they can apply the digital advertising strategies and audits developed throughout the course. Company-sponsored learners will use their own organisation, while non-sponsored learners will use case studies provided in class.
• Basic Analytical Skills:
  Learners should have basic analytical skills, including understanding performance metrics, interpreting data, and making data-driven decisions.
• Comfort with Presenting:
  Learners should be comfortable delivering simple presentations as they will be required to present their strategic advertising plans during the course.

Target Audience

This course is ideal for professionals looking to enhance their strategic planning capabilities in performance marketing, including:

• Marketing professionals in agencies or corporate teams transitioning to strategic roles
• Business owners and entrepreneurs aiming to build in-house lead generation capabilities
• Digital marketing specialists seeking to deepen their performance marketing skills
• Consultants and freelancers offering performance-based services to clients
• Career changers with some digital advertising knowledge moving into a performance-focused role
• Organisation-sponsored learners developing customised leadgen strategies for their companies

Course Highlights

In this Performance Marketing Strategy (Lead Generation) course, you will learn how to:

• Develop a strategic, multi-channel lead generation campaign tailored to your organisation
• Build detailed customer personas to guide creative messaging and targeting
• Set measurable performance targets aligned with business goals
• Optimise campaign performance using meaningful analytics and data-driven methods

Course Objectives

By the end of the class, you will be able to:

• Evaluate performance marketing strategies effectiveness against campaign objectives using advertising campaign evaluation tools and methods to establish new campaign objectives
• Develop ideal target audience profiles for leadgen campaign activation
• Design effective creative assets and messaging to generate optimal engagement and performance for a brand’s products and services
• Design performance marketing communications structures to drive and meet campaign objectives and performance targets.
• Synthesise performance marketing strategies and campaign objectives through evaluating performance metrics.
• Assess agency management and team scaling practices to recommend leadgen strategies for improved team integration and operational plans.