Track I — Sales · Module 1B 2.5 hrs

About this module

Social media marketing and organic advertising are often confused, mixed together, or used inefficiently by early-stage entrepreneurs. This module helps participants understand the practical difference between paid social media marketing and organic visibility strategies, and how each method contributes to customer acquisition, trust building, and long-term business growth.

Participants will learn how to decide when to spend money on advertising, when to focus on organic growth, and how to combine both approaches into a sustainable marketing system. The workshop focuses on realistic Ontario small-business conditions including limited budgets, local competition, and time constraints.

The session avoids unnecessary theory and instead emphasizes practical implementation, measurable outcomes, content planning, customer targeting, and common mistakes entrepreneurs make when using social media platforms.

Learning objectives

By the end of this module, participants will be able to:

Distinguish between organic marketing and paid social media advertising
Identify which platforms best match their business and customer profile
Create simple but effective organic content strategies
Understand how paid social media campaigns work and how to avoid wasting advertising budget
Build a basic content calendar aligned with sales objectives
Measure the effectiveness of both paid and organic marketing activities using practical business metrics

What you'll walk away with

Participants will leave with actionable tools, templates, campaign frameworks, and practical systems ready to apply immediately:

Social Media Platform Selection Matrix
30-Day Organic Content Calendar Template
Paid Advertising Budget Calculator
Customer Persona Worksheet
Social Media Content Planning Checklist
Social Media ROI Tracking Spreadsheet
Campaign Objective Planning Template
Weekly Posting Structure Guide
Social Media Audit Worksheet
Basic Ad Copy Formula Guide
Lead Funnel Mapping Template
Social Media KPI Tracking Sheet

Who should enroll

Entrepreneurs who have tried social media but aren't seeing consistent results

Small business owners unsure whether to invest in paid ads or organic content

Ontario operators with limited marketing budgets who need to maximize every dollar

Founders spending time on content creation without a clear strategy or return

Service-based and product-based businesses wanting to grow their online presence

Anyone who wants to build a sustainable, measurable digital marketing system

This 2.5-hour workshop is structured around six teaching blocks, each paired with a practical exercise you complete using your own business as the case study.

Organic vs Paid Marketing Explained

A clear, practical breakdown of how organic reach and paid advertising differ — how each works, what each costs in time and money, and when to use one over the other for your business.

Choosing the Right Platforms

How to evaluate Instagram, Facebook, LinkedIn, TikTok, and Google based on your customer profile, business type, and budget. Participants complete a platform selection matrix for their own business.

Organic Content Strategy

Building a posting structure that builds trust, drives engagement, and attracts customers without ad spend. Includes content pillars, posting frequency, formats, and a 30-day calendar exercise.

Paid Advertising Strategy

How paid campaigns work on Meta and Google, how to set objectives, define audiences, write ad copy, and structure a campaign that doesn't waste budget. Common mistakes and how to avoid them.

Budgeting & ROI Tracking

How to set a realistic advertising budget, calculate cost per lead and cost per acquisition, and use a simple tracking spreadsheet to measure what's actually working in your marketing mix.

Case Studies & Action Planning

Two Ontario-based case studies — one product business, one service business — showing how to combine organic and paid strategies. Participants build a 30-day marketing action plan to leave with.

This module runs as a single 2.5-hour interactive workshop. Choose the format that works best for you.

Live In-Person Workshop

Held at our Richmond Hill facility. You'll work alongside other Ontario entrepreneurs in a hands-on environment with direct access to your instructor. Maximum group size ensures personal attention.

Live Online Workshop

Instructor-led via video with the same interactive exercises, group discussions, and real-time implementation. Participate from anywhere in Ontario without missing any content.

Workshop Structure

Every session follows the same proven format: 20 minutes of context and objectives, focused teaching blocks with practical exercises, two Ontario-based case studies, and a 30-minute action planning close.

What's included with every session

Full slide deck

12 templates & tools

2 Ontario case studies

Ad budget calculator

Participant handouts

25-question assessment

Session

Attendance Format