Overview

This 30-module course provides a comprehensive, step-by-step roadmap for mastering digital marketing as an entrepreneur or small business owner. Each module builds foundational knowledge and expands into advanced strategies to help grow, scale, and optimise your brand’s digital presence. Course modules 1-20 are for building the knowledge and modules 21-30 are advanced modules for advancing the knowledge and skills. Module 30 is most important module and is for operationalising all modules into practice  in the business.

🎯 Course Objective:

To empower entrepreneurs and small business owners with the knowledge, tools, and strategies needed to successfully plan, implement, and optimise digital marketing campaigns that grow their businesses.

Course Modules Outline

Module 1: Introduction to Digital Marketing and Strategy Foundations

• Understand the digital marketing landscape
• Define your business goals, audience, and customer journey
• Learn the importance of TOFU, MOFU, BOFU funnel stages
• Set up your strategic marketing framework

Module 2: Branding & Customer Psychology

• Build a strong brand identity
• Understand colours, typography, and tone of voice
• Apply psychological triggers to brand messaging
• Establish emotional connection with your audience

Module 3: Market Research and Audience Persona Building

• Conduct competitor and industry research
• Create detailed customer avatars
• Identify psychographic and behavioural insights
• Use tools like Google Trends, Facebook Audience Insights

Module 4: Website Strategy & Landing Page Optimisation

• Understand web usability and UX design
• Build high-converting landing pages
• Optimise for mobile responsiveness and speed
• Use CRO best practices for lead generation

Module 5: Search Engine Optimisation (SEO)

• Learn on-page and off-page SEO techniques
• Keyword research using Ahrefs, SEMrush, Ubersuggest
• Build backlinks and internal linking structures
• Track performance with Google Search Console

Module 6: Content Marketing Strategy

• Develop a content calendar
• Use blog posts, videos, and infographics for engagement
• Repurpose content across platforms
• Track performance through content analytics

Module 7: Email Marketing and Lead Nurturing

• Build your email list with ethical opt-ins
• Create segmentation and automation workflows
• Write high-converting subject lines and copy
• Measure open rates, CTR, conversions

Module 8: Social Media Strategy

• Choose the right platforms for your audience
• Plan content pillars and publishing schedules
• Use hashtags, reels, stories for reach
• Track growth, engagement, and referrals

Module 9: Paid Advertising: Meta (Facebook/Instagram) & Google Ads

• Structure campaigns by objectives
• Understand pixels, tracking, and conversions
• Optimise bidding strategies and creatives
• Test A/B variations for best performance

Module 10: Funnel Building and Automation

• Understand funnel psychology and structure
• Create lead magnets and tripwires
• Automate follow-up emails and retargeting
• Analyse drop-offs and optimise for flow

Module 11: Video Marketing & YouTube

• Script and produce compelling videos
• Optimise video SEO and thumbnails
• Grow a YouTube channel strategically
• Use video across ads, emails, and social

Module 12: Influencer and Affiliate Marketing

• Identify brand-aligned influencers
• Structure outreach and collaboration offers
• Set up tracking links and performance terms
• Build long-term partnerships

Module 13: Local SEO and Google Business Optimisation

• Claim and optimise Google Business Profile
• Get reviews and local backlinks
• Use citations and NAP consistency
• Rank on Google Maps and local search

Module 14: Analytics and Data-Driven Marketing

• Set up Google Analytics 4 and Tag Manager
• Define key marketing KPIs
• Use dashboards to track all channels
• Turn data into insight and action

Module 15: Digital PR and Online Reputation Management

• Get featured on media and blogs
• Handle reviews, ratings, and negative press
• Use HARO, press releases, and outreach
• Monitor brand mentions with alerts

Module 16: E-commerce Strategy and Growth

• Build or optimise Shopify/WooCommerce stores
• Use upsells, cross-sells, and bundles
• Abandoned cart and loyalty strategies
• Product page SEO and images

Module 17: B2B Digital Marketing & LinkedIn Strategy

• Create industry positioning and thought leadership
• Use Sales Navigator for prospecting
• Publish content and lead gen assets on LinkedIn
• Run targeted LinkedIn Ads

Module 18: Mobile and App Marketing

• Optimise mobile UX and responsiveness
• Use SMS and push notifications
• Run app install campaigns
• Track mobile funnel performance

Module 19: Podcasting and Audio Branding

• Plan your podcast concept and structure
• Record, edit, and distribute across platforms
• Promote using audiograms and summaries
• Build brand voice and listener trust

Module 20: Crisis Management and Brand Safety Online

• Prepare for social, ad, or PR crises
• Set up alert systems and backups
• Communicate clearly and proactively
• Rebuild trust post-crisis

Advanced Modules 21-30)

Module 21: Advanced Email Marketing & Behavioural Triggers

• Segmentation by behaviour, engagement, and purchase history.
• Setting up dynamic content and conditional logic in emails.
• Automated drip campaigns, re-engagement flows, and retargeting sequences.
• Deliverability, sender reputation, and A/B testing for high open rates.

Module 22: Advanced SEO & Content Authority Building

• Semantic search, topical clustering, and content silos.
• Backlink outreach strategies, domain authority building.
• Technical SEO: site speed, schema markup, mobile-first indexing.
• Using AI tools for keyword gaps, content briefs, and competitive SEO mapping.

Module 23: Conversion Rate Optimisation (CRO)

• Landing page psychology, layout testing, and CTA optimization.
• Heatmaps, scroll tracking, and session recordings.
• Split testing frameworks (A/B, multivariate, sequential).
• Improving form completion rates, sales page performance, and lead magnet UX.

Module 24: Funnel Building Mastery (Lead to Loyalty)

• Multi-stage funnel mapping: TOFU, MOFU, BOFU.
• Building lead generation, sales, and upsell/downsell funnels.
• Email integration, SMS follow-ups, and automated CRM handoffs.
• Using ClickFunnels, GoHighLevel, or WordPress-based funnel builders.

Module 25: Affiliate, Influencer, and Partnership Marketing

• Creating an affiliate program and tracking links.
• Finding, vetting, and onboarding influencers.
• Collaboration campaigns and co-branded launches.
• Tools for attribution, commission automation, and reporting.

Module 26: Video Marketing & YouTube SEO

• Video scripting, filming, and editing for engagement and conversion.
• YouTube SEO: titles, tags, descriptions, and watch-time optimization.
• Using short-form video for TikTok, Reels, Shorts, and Stories.
• Video ads and retargeting using Meta and YouTube Ads platforms.

Module 27: AI-Powered Personalisation & Predictive Marketing

• Customer journey prediction and behavioural modelling using AI.
• AI-based content recommendation engines (e.g. for websites or emails).
• Real-time personalisation for web and ad experiences.
• Ethical considerations and privacy compliance (GDPR/CCPA).

Module 28: Managing and Scaling Paid Media Campaigns

• Advanced bidding strategies for Meta, Google, LinkedIn, and TikTok Ads.
• Budget pacing, audience layering, and creative rotation.
• Lookalike audiences, UTM tracking, and offline conversion tracking.
• Scaling vertically (budget) and horizontally (new segments, channels).

Module 29: Integrated Omnichannel Strategy

• Creating seamless user experiences across web, email, SMS, social, and ads.
• Unified messaging and brand consistency across all touchpoints.
• Attribution modelling across channels (first-click, last-click, linear).
• Customer data platforms (CDPs) and unified dashboards.

Module 30: Building a Scalable Marketing Operations System

• SOPs for content, campaigns, analytics, and automation.
• Hiring freelancers, agencies, or building in-house marketing teams.
• Quarterly campaign planning, review frameworks, and scorecards.
• Setting OKRs (Objectives and Key Results) for marketing growth.

Each module includes:

• Theory and strategy
• Tools and templates
• Checklists
• Case studies
• Action tasks for implementation

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