Module 1: Building Your Digital Foundation (Weeks 1-2)

Week 1: The Digital Marketing Landscape & Your Online Presence

• Introduction to the Digital Marketing Ecosystem: Channels, Trends, and Opportunities.
• Understanding Your Target Audience: Identifying Needs, Behaviors, and Online Habits.
• Building a Strong Online Presence: Website Fundamentals (brief overview of platforms like WordPress, Shopify), Domain Names, and Hosting.
• Introduction to User Experience (UX) and User Interface (UI) Principles for Marketing.
• Setting Marketing Goals and Objectives: Defining KPIs (Key Performance Indicators).
• Ethical Considerations in Digital Marketing and Data Privacy (GDPR, CCPA overview).
• Tools & Resources: Introduction to essential digital marketing tools and platforms.

Week 2: The Power of Search: Introduction to SEO

• What is SEO and Why is it Crucial? Understanding Search Engine Algorithms (Google, Bing).
• Keyword Research Fundamentals: Identifying Relevant and High-Intent Keywords.
• On-Page Optimization: Optimizing Website Content, Titles, Meta Descriptions, and Headers.
• Technical SEO Basics: Site Structure, Crawlability, and Indexing.
• Off-Page Optimization: Understanding Backlinks and Link Building Strategies (ethical approaches).
• Local SEO Fundamentals: Optimizing for Local Search Results (Google My Business).
• SEO Tools: Introduction to Google Search Console, Google Keyword Planner, and other SEO analysis tools.

Module 2: Connecting with Your Audience (Weeks 3-5)

Week 3: Mastering Social Media Marketing - Part 1: Strategy & Content

• The Social Media Landscape: Understanding Different Platforms (Facebook, Instagram, Twitter, LinkedIn, TikTok, etc.).
• Developing a Social Media Strategy: Defining Goals, Target Audience, and Platform Selection.
• Creating Engaging Social Media Content: Text, Images, Videos, Stories, and Live Content.
• Understanding Social Media Algorithms and Best Practices for Organic Reach.
• Developing a Content Calendar and Workflow for Social Media.
• Introduction to Social Media Management Tools (e.g., Hootsuite, Buffer).

Week 4: Mastering Social Media Marketing - Part 2: Engagement & Growth

• Building and Engaging Your Social Media Community: Responding to Comments, Messages, and Mentions.
• Running Contests and Giveaways Effectively.
• Collaborating with Influencers (Micro and Macro).
• Analyzing Social Media Performance: Key Metrics and Reporting.
• Introduction to Social Listening and Sentiment Analysis.
• Social Media Crisis Management Basics.

Week 5: The Art of Content Marketing: Creating Value

• What is Content Marketing and Why is it Essential?
• Developing a Content Strategy: Defining Goals, Audience, and Content Pillars.
• Understanding Different Content Formats: Blog Posts, Articles, Videos, Infographics, Podcasts, Ebooks, etc.
• The Content Creation Process: Planning, Writing, Editing, and Publishing.
• Content Distribution and Promotion Strategies.
• Measuring Content Marketing Success: Key Metrics and Analytics.
• Repurposing and Updating Content for Maximum Impact.
• Hands-on Activity:

Reaching Your Customers Directly (Weeks 6-7)

Week 6: Email Marketing Fundamentals: Building Relationships

• The Power of Email Marketing in the Digital Age.
• Building and Segmenting Email Lists (Ethically and Effectively).
• Understanding Different Types of Marketing Emails: Newsletters, Promotional Emails, Automated Campaigns.
• Crafting Compelling Email Copy and Design.
• Email Marketing Best Practices: Deliverability, Open Rates, Click-Through Rates.
• Introduction to Email Marketing Platforms (e.g., Mailchimp, Sendinblue).
• Understanding Email Automation and Customer Journeys.

Week 7: Understanding Your Audience Behavior: Basic Website Analytics (Google Analytics)

• Introduction to Website Analytics and its Importance.
• Understanding the Google Analytics Interface: Reports, Navigation, and Key Metrics.
• Analyzing Audience Demographics, Behavior, and Acquisition Channels.
• Tracking Website Goals and Conversions.
• Understanding Bounce Rate, Time on Page, and Other Engagement Metrics.
• Creating Basic Reports and Dashboards in Google Analytics.
• Using Analytics to Inform Marketing Decisions.

Module 4: Amplifying Your Reach (Weeks 8-10 -> Option to Extend or Deep Dive)

Week 8: Introduction to Paid Advertising - Part 1: Google Ads

• The Fundamentals of Paid Search Advertising.
• Understanding the Google Ads Platform and Campaign Structure.
• Keyword Matching Options and Ad Types.
• Writing Effective Ad Copy.
• Understanding Bidding Strategies and Budget Management.
• Introduction to Quality Score and Ad Rank.
• Tracking Conversions and Measuring ROI in Google Ads.

Week 9 (Optional): Introduction to Paid Advertising - Part 2: Social Media Ads

• Overview of Social Media Advertising Platforms (Facebook Ads Manager, Instagram Ads, LinkedIn Ads, etc.).
• Understanding Different Ad Formats and Objectives on Social Media.
• Targeting Options on Social Media: Demographics, Interests, Behaviors, and Custom Audiences.
• Creating Effective Social Media Ad Creatives.
• Budgeting and Bidding Strategies for Social Media Ads.
• Analyzing Social Media Ad Performance and Optimizations.

Week 10 (Optional): Integrating Your Digital Marketing Efforts & The Future of Digital Marketing

• Developing an Integrated Digital Marketing Strategy: Combining SEO, Social Media, Content, Email, and Paid Advertising.
• Understanding Marketing Automation and CRM Integration.
• Introduction to Emerging Digital Marketing Trends: AI, Personalization, Voice Search, etc.
• Measuring Overall Digital Marketing ROI and Reporting.
• Developing a Continuous Learning Plan for Digital Marketing.