Free Digital Marketing Course: all 46 episodes
A free, practical digital marketing course in English: 8 stages, 46 episodes and one real client case study. Instagram, SEO, ads, WhatsApp, analytics and careers.
Stage 1: Understanding the world of digital marketing
- What is digital marketing?The difference between marketing and digital marketing, why businesses need it, and what a marketer actually does.
- Understanding the client and their businessUnderstanding the client’s business from the inside before marketing: products, pricing, profit, customers and the real problem.
- Target audience and customer psychologyWho the ideal customer is, what her needs and fears are, and how she makes a buying decision.
- Competitor and market researchWhat competitors are doing, what’s happening in the market, and how StyleStreet can carve out its own place.
Stage 2: Strategy and content planning
- Marketing goals and KPIsTurning a vague “grow sales” into clear, measurable goals, and choosing the right numbers (KPIs).
- Brand positioning and USPCreating a clear place for the brand in the customer’s mind, and finding the one reason people choose you.
- Marketing channelsWhere to focus among Instagram, Facebook, Google, website, email and WhatsApp, and why.
- Content strategy and content calendarWhat to post, for whom, with what purpose, and when. Plus a ready-to-use content calendar.
- Copywriting and creative strategyHow to create headlines, captions and creatives that grab attention and lead the customer to action.
Stage 3: Social media and organic growth
- Instagram, Facebook and LinkedIn managementEvery platform has its own personality. Running Instagram, Facebook and LinkedIn the same way is the most common mistake.
- Reels, stories, carousels and short-form videoWhich format to use when, how a Reel is structured, and how to make professional video with a phone.
- Social media engagement and community managementHow to handle comments, DMs and complaints, and turn followers into a community.
- Influencer, UGC and creator marketingHow to make the right deals with micro influencers, user-generated content and creators, and how to measure results.
- Organic reach, profile optimization and social analyticsWhat the algorithm looks at, how to turn the profile into a conversion machine, and how to make decisions from Insights.
Stage 4: Website and SEO
- The role of websites and landing pagesWhy you need a website when you have Instagram, and what should go on a landing page.
- Keyword research and search intentWhat customers type into Google, the intent behind it, and how to find the right keywords.
- On-page SEO and content optimizationWriting title tags, meta descriptions, headings, URLs, images and content so that both Google and people understand them.
- Technical SEO and website healthCrawling, indexing, site speed, Core Web Vitals, mobile-friendliness and sitemaps: the website’s technical health.
- Local SEO and Google Business ProfileHow to show up on Google Maps and in “near me” searches: Google Business Profile, reviews and local signals.
- Conversion Rate Optimization (CRO)Where visitors get stuck, why they don’t buy, and how small changes raise the conversion rate.
Stage 5: Paid advertising
- Paid ads basics and the ad funnelWhat paid ads are, how they differ from organic, and why each of the 3 levels of the ad funnel needs different ads.
- Meta Ads Manager and campaign structureSetting up Meta Ads Manager, and the 3 levels of every campaign: campaign, ad set and ad.
- Campaign objectives, audience targeting and placementsChoosing campaign objectives, audience targeting (core, custom, lookalike, broad) and placements.
- Ad creatives, offers and copywritingHow to create ad creatives, offers and copy that stop the scroll, build trust and drive action.
- Budget, bidding and A/B testingDaily vs lifetime budgets, bid strategies, the learning phase, and the right way to A/B test.
- Retargeting and remarketingThe art of bringing back people who have already seen you: custom audiences, sequences and frequency.
- Google Ads — Search, Display and YouTubeThe logic of Google Ads, Search campaigns, keywords and match types, and when to use Display and YouTube ads.
- Campaign optimization and performance analysisReading campaign performance, diagnosing problems, and making kill / fix / scale decisions.
Stage 6: Leads, sales and customer management
- Different methods of lead generationWhat a lead is, and different ways to get interested people’s details: organic, paid, offline and partnerships.
- Lead qualification and follow-upsSorting leads into hot, warm and cold, the right timing and method for follow-ups, and handling a “no”.
- Sales funnel and customer journeyMapping the customer journey: what the customer thinks at each stage, where she meets the brand, and where she drops off.
- Email, WhatsApp and CRM marketingWhatsApp Business, email and CRM: talking to your audience directly, personally and with permission.
- Customer retention, referrals and repeat purchasesRaising a customer’s “lifetime” value through repeat purchase rate, loyalty, referral programmes and the post-purchase experience.
- Affiliate and partnership marketingAffiliates, partnerships and co-marketing: reaching other people’s audiences, paying only for results.
Stage 7: Analytics and business results
- Marketing metrics — CPC, CPM, CTR, CPL, CPA, ROASMarketing’s 6 most important metrics: meaning, formula, with StyleStreet’s real numbers, and when to look at which.
- Google Analytics 4 and Google Tag ManagerGA4’s event-based model, the essential reports, key events, and code-free tracking with Google Tag Manager.
- Pixel, conversion tracking and UTM parametersFinding out which ad brought which sale with Meta Pixel, Conversions API, Google Ads conversion tracking and UTM links.
- Marketing reports and dashboardsThe structure of a marketing report, dashboard tools, and turning numbers into insight and action.
- Budget, ROI, CAC and customer lifetime valueBeyond ROAS: finding out with ROI, CAC, customer lifetime value and the LTV:CAC ratio whether marketing really makes a profit.
- Making campaign decisions with dataThe loop of hypothesis, experiment, result and decision; understanding sample size; and common mistakes with data.
Stage 8: Advanced marketing and career
- Marketing automation and AI toolsAutomating repetitive work and speeding up content, research and analysis with AI tools, without losing the brand’s voice or the truth.
- E-commerce and product marketingProduct pages, catalogue, pricing psychology, bundles, launches, and the marketplace vs own-website decision.
- B2B, B2C and account-based marketingThe difference between B2C and B2B marketing, the B2B buying process, and the ABM approach of targeting chosen companies.
- Marketing strategy and growth experimentsA one-page marketing strategy, a North Star metric, growth loops, and prioritising experiments with ICE scoring.
- Client communication, proposals and reportingWriting proposals, setting scope and pricing, setting expectations, and handling good and bad news in client meetings.
- Final client project, portfolio and career rolesTurning the whole StyleStreet project into a case study, building a portfolio, and understanding digital marketing career roles.