1st MODULE DIGITAL MARKETING

1ST LESSON: INTRODUCTION TO

KEY POINTS IN STUDY
1. What is digital marketing?
2. Digital marketing channels
3. Roles in digital marketing
4. Skills in digital marketing
5. Digital marketing strategies and terminologies
i. Strategy
ii. Digital marketing strategy
iii. Mission statement
iv. SMART goal
v. Unique Selling Point (USP)
6. MEASURMENT AND PERFORMANCE
I. KPI
II. SWOT Tool
7. Digital Marketing Tools
I. SEO
II. Ai Intelligence
III. Gemini
IV. Natural Language Processing
V. Generative Ai
VI. Google Alert
VII. CRM
8. GOOD BUSINESS TERM TO BE AWARE
 Quarter 1, 2,3 & 4
2nd LESSON
SETTING SUITABLE GOALS
Types of goals
1. Long term and short term goals
Differ from timeframe and objective scope
2. Soft and hard goals
Soft
- Is qualitative goal
- Focus on improving customer engagements
Hard
- Quantitative goal
- Focus on improving sells
3. Brand perception and Customer acquisition goal
Brand perception:
Focus on determine how customer view your brand
Like trust, reliability and awareness
Customer Acquisition goal:
Centered on attract new customer or driven conversion
HOW TO SET EFFECTIVE GOALS
SETTING SMART GOAL
SMART goal: is a proven method for setting clear, actionable goal.
STEPS IN SMART goals
In order to have a smart goal business have to pass the following
stages:
i. Specific
Goals must be clear and well defined.
Example; instead of saying “my goal is to buy printer”, you need to
be specific like “we need to save 5,000/= per day to buy printer of
250,000/= within 2 month”.
ii. Measurable
The goals must be measurable so that you can track the
progress effectively. At the end of your time flame you may
notice whether your goals succeed or not
iii. Attainable
Ensure that you have enough data concerning the goal, pass
through some historical performance to ensure it is achievable.
iv. Relevant
Ensure that your goal should align with broader business goal.
Example if the goal is to buy a printer is yes since the printer
will come to increase production which in turn will led to high
sells.
v. Time bound
Set clear time to achieve your goals. Like 3 weeks or 1 month.

KEY PERFORMANCE INDICATOR (KPI)

Are measurable metrics help business to identify their strength and
weakness toward reaching their Goals?
WHAT KPIs CAN DO
1. Track progress
2. Spot opportunity
3. Stay accountable
It state clear what to do
EXAMPLES OF KPIS:
Sales: Sales growth percentage, average deal size, customer
acquisition cost.
Marketing: Website traffic, conversion rates, return on ad spend
(ROAS).
Finance: Gross profit margin, net profit, operating cash flow.
Customer Service: Customer satisfaction score (CSAT), first-
response time

EXAMPLE ON STEPS TO SET SMART GOAL

Specific: What specific area of your business needs improvement?
What do you want to achieve?
EXAMPLE: increase leads (Customer)
Measurable: How will you measure success? What numbers or
metrics will show you're making progress?
EXAMPLE: increase leads (Customer) 20 customer per day

Achievable: Is this goal realistic based on your current

resources and past performance? What adjustments might you
need to make to ensure it’s attainable?
EXAMPLE: increase business Materials, increase products
advertisements, and build some story with clients.
Relevant: How does this goal support your overall business
objectives? Why is this goal important to your long-term strategy?
EXAMPLE: the goal will rise business sell
Time-bound: When do you want to achieve this goal? What
deadline will keep you on track?
EXAMPLE: I will set the goal for 3 month from January 19/2026 to
April 19/2026
3rd LESSON
DIGITAL MARKETING STRATEGIES

BUSINESS STRATEGIES
What is Business Strategy?
Is the structured plan that outline how business can use digital
marketing channel to archive goals
LET’S LOOK AT SOME TYPICAL GOALS AND STRATEGIES THAT
YOU CAN LEVERAGE.
1. INCREASE ONLINE SALES
Focus on driving traffic to your primary sales channels. This may
include your website, social media platforms, online
marketplaces, and apps.

THE EFFECTIVE METHODS ARE

Paid advertising
Invest in targeted ads to reach potential customers quickly.

Search engine optimization (SEO)

Optimize your website with relevant keywords, high-quality content,
and user-friendly design to improve your visibility in search engine
results.

Content marketing
Create valuable content that addresses your audience’s needs and
interests. Use blog posts, videos, and info graphics to engage and
inform, guiding them towards a purchase.
2. ENHANCE BRAND AWARENESS
To increase awareness of your business or brand, leverage
digital channels like social media, email marketing, and online
advertising platforms.
THE EFFECTIVE METHODS ARE

Tailor your message

Craft content that aligns with your brand’s values and
resonates with your audience.
Engage with your audience
Build trust by responding to comments and feedback, making
customers feel valued.
Utilize storytelling
Share stories about your brand and customers to create
emotional connections.

LOOK HOW BUSINESS OBJECTIVES, SMART GOAL,

STRATEGIES, AND CAMPAIGN RELATE.
A digital marketing strategy is the high-level plan, while a
digital marketing campaign is a specific set of actions to
achieve goals, and SMART goals (Specific, Measurable,
Achievable, Relevant, and Time-bound) provide the clear,
actionable framework for defining what those goals are,
ensuring campaigns align with the overall strategy and are
track able for success.

In essence, SMART goals define what to achieve, the strategy

maps how to achieve it broadly, and campaigns are the
targeted actions to execute the strategy and hit those SMART
goals.

HOW THEY RELATE:

 Business Objectives -> SMART Goals: Your overall
business aims (e.g., increase revenue) are translated into
 specific, measurable digital marketing goals using the
SMART framework (e.g., "Increase online sales by 15% in
Q3").
 SMART Goals -> Digital Strategy: The SMART goals
guide the development of your overall digital marketing
strategy, which outlines which channels (SEO, social,
email) and tactics to use to reach those goals.
 Digital Strategy -> Campaigns: The strategy informs
the creation of specific campaigns. A campaign is a
focused effort (e.g., a holiday email campaign or a PPC ad
series) designed to execute a part of the broader strategy
and achieve a SMART goal.
 Campaigns -> SMART Goals: Campaign performance is
measured against the SMART goals to assess
effectiveness, allowing for adjustments to the strategy and
future campaigns.
HOW TO FORMULATE A STRATEGY
A clear strategy starts with setting specific goals, defining your
mission, identifying your unique selling point (USP), and
continuously monitoring your progress.
THE STEPS
1. Define your goals
The first step is to clearly define your goals. Perhaps you’d like
to increase sales by 20% or identify 100 potential customers.
Setting goals provides direction and a clear path to follow.

2. Articulate your mission

This simple sentence could be something like ‘to inspire
healthier communities’ or ‘to provide fun spaces for everyday
fitness.
3. Identify your USP
Identify your unique selling point (USP) — this is what makes
you stand out from your competition. Analyze similar
businesses and pinpoint what differentiates you, such as
exceptional customer service.
4. Analyze and adapt
Keep an eye on your progress regularly. Use tools like sales
reports, website analytics, or built-in analytics available on
platforms like social media and email marketing. These tools
help you see if you’re moving closer to your goals. Adjust your
strategy as needed to stay on track and achieve your
objectives.
HOW AI CAN ENHANCE YOUR DIGITAL MARKETING
STRATEGY
AI assistants, like Gemini or ChatGPT, can support your digital marketing
strategy by helping with key aspects of the process.

EXPLORE HOW AI CAN HELP

1. SET YOUR GOALS
Use AI to analyze past data and suggest specific, measurable goals
aligned with your business objectives.

Note: Check out the policies for your chosen AI assistant and your
organization’s policies before entering any confidential or sensitive
information. This can help you to make informed decisions that help
protect your privacy and data security.

2. CRAFT YOUR MISSION STATEMENT

Brainstorm with AI to refine your mission statement, helping
you clearly define your core values and vision.
3. GET INSIGHTFUL SUMMARIES
Use AI to turn publicly available information, like industry
trends, competitor analysis, or survey results, into clear
insights. This helps you track progress and adapt quickly to
changes.
ACTIVITY
Follow these steps to build your own marketing strategy. Once
you have your responses, go to [Link], or another
AI assistant or tool of your choice, and explore how AI can
enhance your ideas and fine-tune your messaging.

Check the items off as you go.

 Set specific, measurable goals to give your strategy clear direction.

 Craft your mission statement that reflects your business’s purpose and
values.

 Identify your unique selling point (USP) by highlighting what makes your
business stand out from competitors.

 Check you’re happy with your chosen AI assistant’s policies.

 Enter your information into the prompt bar and ask your AI assistant to help
you refine your digital marketing strategy.

MY RESPONSE
BUSINESS OBJECTIVE: Increase Number of Customers

SMART goal: To Convert 20 Customer per Day in 3 Month

From 19 – 01 – 2026 / 19 – 04 – 2026

CONCISE MISSION STATEMENT:

Our mission is to deliver innovative services that meet
customer needs, fostering lasting relationships and
exceptional value.
UNIQUE SELLING POINT (USP):
Key Elements of the USP
Tailored Solutions: Highlights customization to address
specific customer needs.
Innovative Services: Emphasizes your commitment to
creativity and staying ahead of market trends.
Exceptional Value: Reinforces the quality and cost-
effectiveness of your offerings.
Lasting Relationships: Focuses on building trust and loyalty
with customers.

4TH LESSON
DIGITAL PRESENCE AUDIT
UNDERSTANDING AUDITS IN THE
DIGITAL LANDSCAPE
In today's highly competitive online market, businesses must ensure their
digital presence is not only visible but effective. A digital presence audit
helps businesses identify their strengths and weaknesses to stay ahead.
WHAT IS A DIGITAL PRESENCE AUDIT?
Is evaluation of your business online footprint, like how it is easy to be
found, if it has a complete information and how it engages customers?

WHAT AN AUDIT COULD TELL YOU

1. IDENTIFYING GAP

Identifying some missing channels or even outdated information like

Contact details.

2. FIND ABILITY

Measure how quickly and easily your customer can find you through
search and social media

3. CONVERSION POINTS

Spot any obstacles in online ordering or contact options that could be

improved for user convenience.

4. CONSISTENCY CHECK

Check if branding elements — like logos, colours, fonts, and tone of voice
— are consistent across all channels.
2nd MODURE
CONTENT MARKETING
THE ORIGN:
Content Marketing has been around since 100 years. Since introduced
and beginning by Michelin Brothers.
Michelin brother they build Michelin guide of how they were sell their
produced snow tires everywhere around France country. They are co-
founder of Content marketing
CONTENT MARKETING
Is the process of creating content that is Relevant and
Valuable?
It is about creating content that consumer will engage with and
act upon it.
CONTENT MARKETING STRATEGY
1. Knowing your Audience.
 Define who your audience are.
 Gather data about your audience.
 Look around your social media platform, study friends around you,
how they look like.
2. Create a high quality content
 Brainstorm some topic
 Use the relevant keywords planner
 Don’t fear to add CTA at the end of your content.
3. Consistently run A/B test
4 elements to test in your Content Marketing
i. Image iii. Form
ii. Content length iv. CTA
IMAGE
Can be any relevant image
FORM
Ensure your media does not have many form for consumer
to be registered.

CONTENT LENGTH
Make short content relevant and valuable.
But for case of long content ensure it’s engaged.
CTA
 Examples are: Buy Now, Subscribe, Like, Comment and
Share now, all they goes with meaning full color
4. Conduct Competitor Analysis
Identify top competitor performance
Use search engine/ google analytics
5. Choose a suitable content format
Ensure the content format is suitable for that media.
6. Choose the better content management system like Word press, Hub
spot, Binder or Meta business suite.
7. Target your audience using email.
8. Using native ads
9. Measure your content performance.
Understand the content metrics. Likes, views, sharing, click link etc.

CONTENT MARKETING AND SEO

Mostly Content Marketing overlap with some field, mostly are Social
Media Marketing, and Search engine Optimization.

HOW TO RANK #1 ON GOOGLE

1. Produce high quality contents
Best practice:
- Choose Multiple Keyword per page.
i. Keyword for content related
ii. Keyword for user intended
iii. Keyword for brand related
This will add engagements
2. Create a high quality video
Important tips here:
i. Time length
ii. Ensure high resolution
3. Use examples (Visually Appear)
4. Create original contents
5. Include transcript/ subtitle
6. Create playlist
7. Decide tone of your content
This done by looking;
- Audience profile
- Channel used to supply content.
2ND MODURE
CONTENT CREATION COURSE
Is the process of building Digital assets and publishing them to
the severe Medias?
WAYS TO RECORD VIDEO
i. Using screen recorder (Web cam)
ii. Using Voice over
iii. Using external camera
THE BEST STARTER EQUIPMENT
i. Camera: Lumix G7
Its cheap camera that comes with extra battery, charger, storage
chip. It produce quality video with no problem.
ii. MIC/ AUDIO
 Blue Snowball MIC
 Shotgun MIC
 Wireless Lavalier MIC
 And For cheapness you may Use IPHONE Earphone.
Recommend Blue Snowball MIC.
iii. Screen recording software
 OBS: is free and Best
 Screen – Cast – O – Matic
This is free tool but it give you only 10 minutes of recording
iv. Free editing software
 Adobe Premiere Pro
 Shotcut tool