Digital Marketing Strategy & Execution
Lesson 1: Building a Full-Funnel Digital Marketing Strategy
- Funnel-Based Campaign Planning (Awareness - Consideration - Conversion)
- Audience Segmentation
- Advanced persona building using behavioral data
- Customer journey mapping in multi-channel ecosystems
- Channel Selection (Paid and Organic)
- Goals setting woth KPIs
Lesson 2: Data-Driven SEO
- SEO 2.0
- Choosing the Right Platform for Your Audience
- Optimizing for AI summaries and answer engines
- Google SGE (Search Generative Experience) best practices
- Reporting
- Content Optimization Tools (Surfer SEO, Clearscope, Frase)
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Lesson 3: Paid Media Strategy
- Ad Campaign Structure & Strategy
- Budgeting and bidding strategies
- Google Ads
- Meta Ads (Facebook & Instagram)
- TikTok Ads Introduction
- Ad Copywriting & Creative Principles
Lesson 4: Email Marketing and CRM Integration
- Lifecycle Email Campaigns
- Nurturing sequences for leads, trials, and re-engagement
- Advanced segmentation and personalization tactics
- Introduction to CRM
- Connecting email tools with CRMs (e.g., HubSpot, Zoho, Salesforce)
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Using automation to power the customer journey
- Automation Workflows
- Using conditional logic and tagging systems
- Cross-channel automation (email + SMS + retargeting
Lesson 5: Data, Analytics & Performance Optimization
- CRO (Conversion Rate Optimization)
- Landing page design principles and A/B testing
- Heatmaps and user behavior tools (Hotjar, Crazy Egg)
- Retargeting & Remarketing Strategies
- Meta Pixel, Google Tag Manager, TikTok Pixel setup
- Creating custom audiences and lookalikes
- Budget Allocation & ROI Analysis
- How to allocate budget by funnel stage
- Calculating ROAS (Return on Ad Spend) and CAC (Customer Acquisition Cost)