Digital Marketing for Small Businesses: Zero to Plan

What's inside

1. Level 1: Customers and PositioningFree
   Learn to identify a small business's ideal customers, their problems and buying triggers, and turn that into a one-sentence positioning statement.
2. Level 2: The Funnel and a One-Page Marketing PlanFree
   Map the marketing funnel from awareness to repeat purchase and use it to draft a one-page marketing plan with goals, channels and a starting budget.
3. Level 3: Website Messages and Calls to Action
   Learn how a homepage and key pages convert visitors through a clear headline, benefit-led copy and one main call to action per page.
4. Level 4: Website Speed, Mobile Use and Trust Signals
   Improve conversion by checking page speed and mobile usability and by adding trust signals such as contact details, reviews, policies and secure checkout.
5. Level 5: Search Engine Basics
   Understand how search engines find, index and rank pages, and apply the basics of keywords, page titles and meta descriptions (the SEO Mastery course goes deeper).
6. Level 6: Google Business Profile and Local Search
   Set up and optimise a Google Business Profile so a local business appears in Maps and local results, and keep its name, address and phone consistent across listings.
7. Level 7: Content That Earns Attention
   Plan useful content based on real customer questions, choose formats that suit the business, and organise it in a simple content calendar.
8. Level 8: Building a Consented Email List
   Grow an email list lawfully using sign-up forms, lead magnets and clear consent wording, following UK GDPR and PECR rules on electronic marketing.
9. Level 9: Newsletters and Email Automation
   Write effective newsletters and set up simple automated sequences such as a welcome series and an abandoned-enquiry follow-up.
10. Level 10: Choosing Social Channels and Organic Posting
    Choose the one or two social platforms that fit the audience and capacity, and plan organic posts that build engagement without paid spend.
11. Level 11: Paid Social Ads: Objectives and Targeting
    Plan a paid social campaign by choosing a campaign objective, defining audiences and writing ad creative matched to a funnel stage.
12. Level 12: Paid Search Ads: Keywords and Bidding
    Plan a Google Ads search campaign with keyword match types, negative keywords, bidding strategy choices and ad copy that matches search intent.
13. Level 13: Ad Budgets and Matching Landing Pages
    Set daily and monthly ad budgets from target cost per lead, and make sure each ad leads to a landing page that matches its message and offer.
14. Level 14: Analytics Goals and UTM Tags
    Set up conversion goals (key events) in an analytics tool and tag campaign links with UTM parameters so each visit and conversion can be traced to its source.
15. Level 15: Attribution and Measuring Return
    Understand attribution models in plain words and calculate return on ad spend, cost per acquisition and return on marketing investment.
16. Level 16: Ecommerce Marketing Basics
    Apply marketing to online selling: product pages, checkout friction, basket abandonment, product feeds and average order value.
17. Level 17: Reviews and Reputation Management
    Build a steady flow of genuine customer reviews, respond to positive and negative feedback professionally, and stay within UK rules on fake and incentivised reviews.
18. Level 18: Privacy, Cookie Consent and UK GDPR
    Learn the UK GDPR and PECR basics for marketing, set up compliant cookie consent and a privacy notice, and see how EU and US rules differ.
19. Level 19: Using AI Tools to Draft and Research
    Use AI tools to draft copy and research markets efficiently, then check outputs for accuracy, brand fit, bias, privacy and legal compliance before use.
20. Level 20: Final Challenge: The 90-Day Marketing Plan Exam
    Review the whole course by building a complete, measurable 90-day marketing plan for the example business, covering positioning, website, search, content, email, social, ads, measurement and compliance.

Access

The first 2 levels are free with a free account. Every level, the podcast edition and the AI tutor come with All Access at £4.99/month or any Creator plan — see pricing.

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