From Likes to Leads Course

Lesson 1 • Choosing the Right Platforms

Evaluates major social platforms by audience profile, content format, and lead-generation capability. Students select platforms aligned with their business goals.

Lesson 2 • The Social Media Business Model

Explains how platforms monetize attention and why organic reach is limited. Connects platform incentives to marketer strategy decisions.

Lesson 3 • Mapping the Customer Journey

Introduces awareness-to-purchase stages and how social media fits each stage. Provides the strategic framework all later chapters build upon.

Lesson 4 • Defining Likes, Leads, and Revenue

Distinguishes vanity metrics from business-driving metrics. Establishes the vocabulary used throughout the entire course.

Lesson 1 • Content Formats That Drive Action

Analyzes which formats—video, carousel, long-form, stories—generate clicks and opt-ins versus passive engagement. Students match formats to funnel stages.

Lesson 2 • Content Pillars and Topic Clusters

Teaches how to organize content around core themes that reinforce authority and guide audiences toward offers. Directly supports consistent lead-nurturing messaging.

Lesson 3 • Building a 30-Day Content Plan

Applies all section concepts into a practical, executable monthly plan. Students leave with a ready-to-deploy content calendar tied to lead goals.

Lesson 4 • Creating a Value-First Content Mix

Introduces the ratio of educational, entertaining, and promotional content. Balancing this mix prevents audience fatigue and sustains lead flow.

Lesson 1 • Writing Hooks That Stop the Scroll

Focuses on the first one to three lines that determine whether a user reads on. Students practice and test multiple hook formulas.

Lesson 2 • Testing and Iterating Copy Performance

Introduces A/B testing methodology for social copy and how to read engagement data to improve future posts. Connects copy decisions to measurable lead outcomes.

Lesson 3 • Copywriting Principles for Social Media

Covers attention, interest, desire, and action as applied to short-form social formats. Establishes the persuasion framework used in every subsequent writing exercise.

Lesson 4 • Platform-Specific Copy Formats

Adapts core copywriting principles to character limits, tone norms, and audience expectations of each major platform. Students write native-feeling copy per channel.

Lesson 1 • Lead Magnets and Free Offers

Covers the design and promotion of free resources that exchange value for contact information. Lead magnets are the primary bridge between social content and an email list.

Lesson 2 • Profile Optimization for Lead Capture

Transforms social profiles into 24/7 lead-generation assets using bio, link, and highlight strategies. A poorly optimized profile wastes all downstream content effort.

Lesson 3 • Community Engagement as a Lead Tool

Shows how strategic commenting, DM outreach, and group participation build relationships that convert. Engagement is treated as a prospecting activity, not a social obligation.

Lesson 4 • Referral and Word-of-Mouth Systems

Designs simple referral prompts and shareable content that activate existing followers as lead sources. Organic referrals lower acquisition cost and increase lead quality.

Lesson 1 • Optimizing and Scaling Lead Campaigns

Teaches data-driven decisions for pausing, adjusting, and scaling ads based on cost-per-lead benchmarks. Students build a repeatable optimization routine.

Lesson 2 • Paid vs. Organic Lead Generation

Clarifies when paid advertising accelerates results that organic cannot achieve alone. Sets realistic expectations for budget, timeline, and return on ad spend.

Lesson 3 • Ad Campaign Structure and Objectives

Explains campaign, ad set, and ad hierarchy and how to select lead-generation objectives. Correct structure prevents wasted spend from the first day of a campaign.

Lesson 4 • Ad Creative and Copy for Lead Campaigns

Applies earlier copywriting skills to paid ad formats including lead forms, landing page ads, and video ads. Creative quality directly determines click-through and conversion rates.

Lesson 1 • Writing Landing Page Copy

Applies persuasion frameworks to landing page headlines, body copy, and form labels. Copy continuity between the ad and the page is critical for conversion rate.

Lesson 2 • Connecting Social Ads to Landing Pages

Configures tracking pixels, UTM parameters, and platform integrations to link ad spend to lead outcomes. Without proper tracking, optimization is impossible.

Lesson 3 • Lead Form Design and Friction Reduction

Covers form length, field types, and trust signals that increase form completion rates. Every unnecessary field reduces conversions by a measurable percentage.

Lesson 4 • Landing Page Anatomy for Social Traffic

Identifies the essential elements of a high-converting landing page built for social media visitors. Social traffic has unique behavior patterns that require specific page design choices.

Lesson 1 • The Lead Nurture Framework

Defines the stages between lead capture and purchase and the role of nurture in each. Establishes why most leads require multiple touchpoints before converting.

Lesson 2 • Lead Scoring and Prioritization

Introduces behavioral lead scoring to identify which leads deserve immediate sales attention. Prioritizing high-score leads maximizes revenue from existing lead volume.

Lesson 3 • Email Sequences for Social Leads

Builds automated email sequences tailored to leads acquired from social media. Social leads have specific expectations and trust levels that email copy must address.

Lesson 4 • DM and Chat-Based Follow-Up

Designs manual and semi-automated DM follow-up sequences for high-value leads. Personal outreach at the right moment dramatically increases conversion rates.

Lesson 1 • Scaling a Profitable Lead System

Applies scaling principles to organic content, paid campaigns, and nurture sequences simultaneously. Students create a phased growth plan with defined milestones and budget thresholds.

Lesson 2 • Building a Lead Generation Dashboard

Constructs a unified reporting view that aggregates data from social platforms, landing pages, and CRM. A single dashboard eliminates blind spots and speeds up decisions.

Lesson 3 • Diagnosing Funnel Bottlenecks

Teaches a systematic method for identifying where leads drop off and what causes the drop. Fixing bottlenecks produces faster results than adding more traffic.

Lesson 4 • Key Performance Indicators for Lead Generation

Defines the specific metrics that matter at each funnel stage, from reach to revenue. Selecting the right KPIs prevents teams from optimizing for the wrong outcomes.