Digital Marketing with AI: From Zero to 90-Day Plan

What's inside

1. Level 1: How Marketing WorksFree
   Learn how marketing turns a product into revenue by linking customers, value, channels and measurement, and how AI fits in as an assistant that does not replace judgement.
2. Level 2: Meet the Example Business: Situation AuditFree
   Introduce the small business followed through the course and run a simple audit of where its marketing stands today.
3. Level 3: Customer Research Methods
   Collect real evidence about customers through interviews, surveys, reviews and search data instead of relying on guesses.
4. Level 4: Ideal Customer Profiles
   Turn research findings into ideal customer profiles that drive decisions about message, channel and offer.
5. Level 5: Positioning and Differentiation
   Define what the business is, who it is for and why it is the better choice against real alternatives.
6. Level 6: Offers and Pricing
   Design offers and set prices based on value, costs and competitor context, without misleading discounts.
7. Level 7: Funnels and the Customer Journey
   Map how a stranger becomes a customer and repeat buyer, and which marketing job each stage needs.
8. Level 8: Consumer Psychology Used Honestly
   Apply proven persuasion principles such as social proof, scarcity and reciprocity in ways that are truthful and fair.
9. Level 9: Unit Economics: Margin, CAC, LTV, Payback
   Calculate whether customer acquisition is profitable using gross margin, customer acquisition cost, lifetime value and payback period.
10. Level 10: Budgets and Marketing Goals
    Set a realistic marketing budget and turn business targets into measurable marketing goals and KPIs.
11. Level 11: Choosing AI Tools
    Evaluate and choose AI tools for marketing using clear criteria, without getting tied to any one vendor.
12. Level 12: Prompting for Marketing Work
    Write structured prompts that give AI the context, constraints and examples needed for useful marketing output.
13. Level 13: Building a Brand Voice Guide
    Create a brand voice guide that keeps human and AI-written content consistent with the business's identity.
14. Level 14: Checking AI Output for Invented Facts
    Use a repeatable checking process to catch invented facts, fake sources, wrong figures and unsupported claims in AI output.
15. Level 15: AI Site Builders vs WordPress
    Compare AI website builders with WordPress and choose a platform based on control, cost, ownership and growth needs.
16. Level 16: Landing Page Anatomy
    Build a single-goal landing page with the parts that move visitors to act.
17. Level 17: Page Speed and Core Web Vitals
    Measure and improve page load performance using Core Web Vitals, and understand why speed affects conversions and search.
18. Level 18: Conversion Rate Optimisation Basics
    Increase the share of visitors who act by finding friction with evidence and testing improvements.
19. Level 19: Copywriting Fundamentals
    Write clear, persuasive copy using proven frameworks focused on customer problems, benefits and proof.
20. Level 20: AI-Assisted Copywriting and Editing
    Use AI to produce copy variations and edits faster, while a person keeps control of accuracy, voice and claims.
21. Level 21: How Search Engines Work and What SEO Controls
    Learners see how search engines crawl, index and rank pages, which parts of that process a small business can influence, and how to set SEO goals for the example business.
22. Level 22: Keyword Research: Proven Method, Then AI
    Learners build a keyword list for the example business from customer language and keyword tools, use AI to widen it, and check AI suggestions against real search data.
23. Level 23: Search Intent, Topic Clusters and Site Mapping
    Learners group keywords by intent into topic clusters and map each cluster to one page so that no two pages on the site compete for the same search.
24. Level 24: On-Page SEO: Titles, Headings, Content and Schema
    Learners optimise one page of the example business with titles, meta descriptions, headings, internal links, image alt text and structured data, then check every element by hand.
25. Level 25: Technical SEO: Crawlability, Indexing and Health
    Learners audit the example site's technical foundations, including robots.txt, XML sitemaps, canonicals, redirects, mobile usability and errors, and set the order of fixes.
26. Level 26: Links and Digital PR Without Shortcuts
    Learners earn relevant backlinks through partnerships, local PR, useful assets and unlinked mentions, and learn to recognise link schemes that put a site at risk.
27. Level 27: Local SEO and Google Business Profile
    Learners set up and optimise a Google Business Profile, keep business details consistent across directories, and handle reviews honestly so the example business appears in local results.
28. Level 28: Visibility in AI Answer Engines and Assistants
    Learners learn how AI search features and assistants select and cite sources, how to make the example business easy to cite accurately, and the limits on measuring this visibility.
29. Level 29: Content Strategy: Pillars, Formats and Calendar
    Learners turn the ICP, the funnel stages and the keyword map into a content strategy, with content pillars, chosen formats, a publishing cadence and a realistic calendar.
30. Level 30: Writing Blog Articles with AI and Real Expertise
    Learners produce a search-led blog article using a human-written brief and AI drafting, then add first-hand experience and verify every claim before publishing.
31. Level 31: Video Fundamentals: Hooks, Scripts and Filming
    Learners plan, script and film simple marketing videos on a phone, using AI for script drafts and captions while a person keeps the delivery authentic.
32. Level 32: YouTube and Shorts: Channel, Search and Retention
    Learners set up a YouTube channel for the example business and optimise long videos and Shorts for search, click-through and audience retention.
33. Level 33: Podcasts: Launching, Guesting and Production
    Learners decide whether a podcast suits the example business, compare hosting their own show with guesting on others, and use AI for production tasks while checking its transcripts and summaries.
34. Level 34: AI Images and Video: Rights, Disclosure, Quality
    Learners create AI images and video responsibly by checking tool licence terms, avoiding infringement and misleading depictions, and disclosing AI use where platforms or rules require it.
35. Level 35: Repurposing: One Idea Across Every Channel
    Learners build a repeatable workflow that turns one core piece of content into posts, clips, emails and graphics, with AI doing the adaptation and a person approving each output.
36. Level 36: Email Foundations and Lawful List Building
    Learners plan an email programme for the example business and grow a list with lead magnets and sign-up forms that collect valid consent under UK GDPR and PECR.
37. Level 37: Email Deliverability: Authentication and Hygiene
    Learners set up sender authentication and list hygiene practices so that the example business's emails reach the inbox and meet current mailbox-provider requirements.
38. Level 38: Welcome and Nurture Sequences
    Learners design automated welcome and nurture sequences that move new subscribers from sign-up towards a first purchase, with AI drafting and a person editing.
39. Level 39: Campaigns and Sales Sequences That Convert
    Learners plan one-off campaigns, launches and abandoned-cart or abandoned-enquiry sequences that sell honestly without overloading the list.
40. Level 40: Segmentation: Sending the Right Email to the Right People
    Learners split the list into segments by behaviour, lifecycle stage and declared interests, and match content and frequency to each segment.
41. Level 41: Email Personalisation with AI and Its Limits
    Learners personalise the example business's emails using segment data, dynamic content blocks and AI-drafted variants, then check every personalised field and claim before sending.
42. Level 42: Lawful Cold Outreach to Businesses
    Learners plan a B2B cold email programme for the example business that follows UK and EU rules on electronic marketing and personal data, using AI for research and drafting under human review.
43. Level 43: Social Media Strategy and Platform Choice
    Learners choose which social platforms the example business will use, what role each plays in the funnel, and how much time each one gets, based on the ideal customer profile and their resources.
44. Level 44: Instagram: Reels, Carousels and Stories
    Learners build an Instagram presence for the example business using proven short-form video, carousel and Stories formats, with AI helping on ideas and captions but not replacing real footage and checks.
45. Level 45: Facebook Pages, Groups and Local Reach
    Learners use a Facebook Page and relevant Groups to reach local and existing customers, applying community norms and AI-assisted replies with human approval.
46. Level 46: TikTok for Organic Growth
    Learners create native TikTok content for the example business by following platform conventions and trends, using AI to speed up scripting and editing while a person checks authenticity, rights and claims.
47. Level 47: LinkedIn for B2B and Personal Brand
    Learners use a LinkedIn personal profile and a company page together to build trust with business buyers, with AI as a drafting aid that never replaces the author's own expertise.
48. Level 48: Pinterest and X: When and How to Use Them
    Learners judge whether Pinterest's visual search and X's real-time conversation suit the example business, and run a lightweight, measurable test on each if they do.
49. Level 49: Community Building and Social Listening
    Learners turn followers into an active community and monitor brand and category conversations, using AI to summarise and sort while people handle replies and judgement calls.
50. Level 50: Influencer and Creator Partnerships
    Learners find, vet, brief and pay creators for the example business, making sure every paid or gifted post is clearly disclosed as advertising and that results are measured honestly.
51. Level 51: Paid Advertising Foundations and Budgets
    Learners learn how ad auctions, campaign objectives and account structure work, and set paid budgets and target costs from the example business's unit economics before any campaign goes live.
52. Level 52: Google Search Ads: Keywords and Ads
    Learners build a Google Search campaign for the example business using intent-led keywords, match types, negative keywords and responsive search ads, with AI helping on research and drafts.
53. Level 53: Performance Max: Setup and Oversight
    Learners set up a Google Performance Max campaign with good assets, audience signals and conversion goals, then use the reporting and controls available to see and limit what the automation does.
54. Level 54: Meta Ads and Advantage+ Campaigns
    Learners run Facebook and Instagram ads for the example business, choosing when to use Meta's Advantage+ automation and when to keep manual control over audiences, placements and creative changes.
55. Level 55: TikTok Ads and LinkedIn Ads
    Learners plan and run small test campaigns on TikTok and LinkedIn, matching each platform's ad formats, targeting and costs to the example business's goals and budget.
56. Level 56: Retargeting and First-Party Audiences
    Learners build retargeting and customer-list audiences that respect consent, cap frequency and exclude converters, so paid follow-up helps rather than annoys.
57. Level 57: AI Bidding and Controlling Automation
    Learners pick automated bidding strategies, give them accurate conversion signals and values, and set guardrails and review routines so the business, not the algorithm, stays in control of spend.
58. Level 58: Creative Testing with AI
    Learners run structured creative tests across ad platforms, using AI to produce variants quickly while people check accuracy, rights, disclosure and brand fit, and read results without overreacting.
59. Level 59: Conversational Marketing and Lead Chat
    Learners set up website chat and messaging channels that qualify leads and book calls for the example business, with clear AI disclosure and a fast handover to a person.
60. Level 60: Support Chatbots Grounded in Your Knowledge
    Learners build a customer support chatbot that answers only from an approved knowledge base, test it for invented answers, and set rules for escalation, data handling and ongoing review.
61. Level 61: Workflow Automation with Human Approval
    Learners build marketing automations in n8n, Make or a similar tool that use triggers, actions and AI steps, and add a human approval step before anything is published or sent to customers.
62. Level 62: AI Agents: Scope, Permissions and Kill Switches
    Learners decide when a multi-step AI agent fits a marketing task better than a fixed workflow, and set limits on its access, spending and actions so a person stays in control.
63. Level 63: GA4 and a Measurement Plan
    Learners write a measurement plan that links business goals to GA4 events, key events and UTM-tagged campaigns, so every channel in the plan can be measured the same way.
64. Level 64: Consent-Aware Tracking and Tag Management
    Learners set up tags, pixels and conversion tracking through a tag manager so they only fire with valid consent, and understand what data is lost or modelled when visitors decline.
65. Level 65: Attribution Limits and Incrementality Tests
    Learners see why last-click and platform-reported attribution overstate or misplace credit, and plan holdout and geo tests that estimate the true incremental effect of a channel.
66. Level 66: A/B Testing and Decision Dashboards
    Learners run valid A/B tests on pages, emails and ads, then build a dashboard that shows the few measures each decision needs, with data sources and dates labelled.
67. Level 67: UK and EU Data Rules and PECR for Marketers
    Learners apply UK GDPR, EU GDPR and PECR to everyday marketing: lawful basis, electronic marketing consent, the soft opt-in, data subject rights, and sharing data with AI tools and other suppliers.
68. Level 68: Ad Rules, AI Disclosure, Reviews, Bias and Safety
    Learners check marketing against UK advertising codes, consumer law on fake reviews, AI disclosure duties, bias in targeting and creative, and brand safety controls before anything goes live.
69. Level 69: Retention, Loyalty and Referral Programmes
    Learners grow revenue from existing customers through onboarding, win-back and loyalty journeys and a lawful referral programme, and measure the effect on LTV and payback.
70. Level 70: Working as a Freelancer or with Clients
    Learners scope, price and run marketing work for clients, covering proposals, contracts, account access, data responsibilities, approvals for AI-assisted work, and honest reporting.
71. Level 71: Verifying and Dating Platform and Price Claims
    Learners build a routine for checking platform features, ad policies, tool prices and legal rules against current primary sources, record the date checked, and phrase forecasts without promising results.
72. Level 72: Final Challenge: The 90-Day Marketing Plan Exam
    Learners bring the whole course together by building and presenting a complete 90-day marketing plan for the example business, with positioning, budget, channels, AI workflow, measures and compliance checks.

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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