Digital Marketing Essentials Track - Online Learning with Certificate

Digital Marketing Essentials

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Updated 11/2025

Master the skills to build and manage successful social media campaigns, harness AI to enhance sales and marketing strategies, and optimize workflows …

191

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Learning hours

293

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What you will learn

Develop effective social media strategies

Implement CRM techniques using HubSpot

Plan effective marketing strategies and channels

Harness AI tools for marketing campaigns

Build a successful social media marketing agency

Optimize websites and landing pages for conversions

Master social media management with Hootsuite

Gain experience in managing digital campaigns

Craft SEO-friendly content and brand communication

Learning track content

Discover the fundamentals of digital marketing, including its scope, core strategies, and the dynamic role of a Digital Marketing Specialist, while exploring the structure and collaboration of marketing teams.

Definition and Scope of Digital Marketing

Digital Marketing Team Structures

Duties and Interactions of a Digital Marketer

Quiz: Digital Marketing Fundamentals

Master the art of planning effective marketing strategies by learning how to align digital channels with business goals and customer journeys. This section focuses on setting SMART objectives, performing competitive analysis, and mapping touchpoints to guide customers seamlessly through the decision-making process.

Setting Clear Marketing Objectives

Introduction to Digital Marketing Channels

Choosing the Right Channels Based on Audience, Competitors, and Goals

Customer Journey Mapping: From Awareness to Conversion

Quiz: Strategic Digital Marketing

Explore the foundations of effective website and landing page design, focusing on user experience, search engine optimization, and data-driven improvements. Create high-performing pages that engage visitors and convert them into customers.

High-Performance Website & Landing Page Optimization

Understanding and Using Web Analytics

Maximizing Marketing ROI: Budget Allocation & Campaign Performance Tracking

Essential Digital Marketing Tools

Setting Up Google Analytics

Quiz: Website & Landing Page Optimization

Explore the art of strategic brand communication in this section, where you'll learn to craft SEO-friendly content, build a unique brand voice, and enhance your digital presence with effective backlink strategies and optimization techniques.

The Role of Content in Digital Marketing

Developing a Unique Selling Proposition (USP) & Defining Brand Voice

Content Strategy & Optimization for Maximum Impact

SEO Fundamentals: Ranking Higher in Search Engines

Keyword Research: Finding & Targeting the Right Audience

Quiz: Strategic Brand Communication

Discover how to effectively use social media platforms to engage audiences, foster brand loyalty, and drive marketing success. This section covers platform selection, audience interaction, and strategies to build thriving online communities.

Introduction to Social Media Platforms

Strategies for Audience Engagement and Brand Building

Building and Engaging Online Communities

UGC, Affiliate, and Influencer Marketing

Case Study: How Apple Built a Loyal Brand Community

Social Media Analytics & Performance Optimization

Creating a Social Media Campaign

Quiz: Social Media Marketing Mastery

You'll explore the key elements of email marketing, from crafting compelling campaigns to setting up automation workflows. You'll understand how to track and optimize performance using data-driven insights, ensuring every email delivers value. By the end, you'll confidently design and execute email strategies that connect with your audience.

The Importance of Email Marketing

Creating Effective Email Campaigns

Email Automation and Workflows

Tracking & Optimizing Email Campaign Performance

Setting Up an Automated Email Campaign

Quiz: Email Marketing Mastery

Discover how to harness the power of PPC advertising to boost visibility and conversions. This section covers keyword strategies, audience targeting, ad creation, and advanced analytics to ensure your campaigns are cost-effective and impactful.

Introduction to Pay-Per-Click (PPC) Advertising

Building & Managing Successful PPC Campaigns

Exploring Alternative Digital Advertising Strategies

Ad Performance Optimization: Key Metrics & A/B Testing

Creating a Google Ads Campaign

Quiz: PPC Advertising Mastery

Explore how AI drives innovation in digital marketing by analyzing data, automating workflows, and delivering hyper-personalized experiences that resonate with your audience.

The Role of AI in Digital Marketing

AI in Content Creation and Curation

AI-Driven Digital Advertising Strategies

Strategic AI Implementation in Marketing

Quiz: AI in Digital Marketing Mastery

Learn the core strategies to run effective Meta Ads campaigns. Discover how to reach the right audience with precision targeting, optimize performance through key advertising metrics, and apply smart budgeting and bidding strategies. Understand the buyer's journey, craft tailored messages for each funnel stage, and explore advanced tools like custom and lookalike audiences. Gain practical insights into compliance and ethical advertising to ensure long-term success. This section equips you with the essentials to maximize ROI, improve engagement, and build trustworthy campaigns on Facebook and Instagram.

Introduction to Digital Advertising

Understanding the Buyer's Journey & Sales Funnel

Key Advertising Metrics and KPIs

The Role of Targeting in Advertising

Budgeting & Bidding Strategies

Compliance & Ad Policies

Master the full potential of Meta Ads Manager with practical skills for running high-performing campaigns. Learn how to set clear objectives, define and customize audiences, and choose the right ad placements and formats for your goals. Discover how to install and leverage the Meta Pixel for tracking and analytics, and apply A/B testing to optimize performance with real data. This section provides the tools to build smarter strategies, retarget effectively, and maximize ROI on Facebook and Instagram, giving you confidence to manage ads with precision and impact.

Introduction to Meta Ads Manager

Ad Objectives & Choosing the Right One

Audience Targeting & Customization

Ad Placements & Formats

Tracking & Analytics with Meta Pixel

A/B Testing & Optimization

Learn how to set up and manage successful Meta Ads campaigns from start to finish. This section covers creating business accounts, setting up ads step by step, and applying best practices for images, videos, and copy. Discover how to use Meta Pixel and UTM tracking, set budgets and bidding strategies, and review your ads before publishing. You'll also learn to monitor performance, run A/B tests, scale winning campaigns, and troubleshoot delivery issues. These lessons give you the complete toolkit to build, launch, and optimize Facebook and Instagram ads with confidence and efficiency.

Creating and Setting Up Your Meta Accounts

Step-by-Step Guide to Creating an Ad

Best Practices for Ad Creative

Meta Pixel and UTM Tracking

Writing Effective Ad Copy

Setting Budgets and Bidding for Success

Reviewing & Publishing Your Ad

Monitoring and Adjusting Live Campaigns

Unlock advanced strategies to maximize your Meta Ads performance. Learn how to craft persuasive ad messages with AIDA, build urgency with powerful CTAs and offers, and use social proof and user-generated content to build trust. Discover retargeting techniques and lead-nurturing funnels that convert prospects into loyal customers. Explore advanced scaling strategies to grow winning campaigns, and apply competitor analysis to stay ahead while adapting to Meta's evolving algorithms. This section gives you proven tactics to optimize messaging, boost engagement, and scale Facebook and Instagram ads for higher ROI.

Crafting a Persuasive Message

The Power of Offers & Calls to Action (CTA)

Leveraging Social Proof & UGC

Retargeting & Nurturing Leads

Advanced Scaling Strategies

Competitor Analysis & Staying Ahead

Discover how artificial intelligence is transforming Meta advertising. This section explores AI-powered audience targeting, dynamic creative optimization, and real-time performance tracking to scale campaigns efficiently. Learn how AI identifies trends, supports copy and design with tools like ChatGPT, Jasper, and AdCreative.ai, and automates budget allocation with precision. You'll also understand the risks and limitations of relying too heavily on automation, and how manual methods complement AI for better results. By combining automation with strategic oversight, you'll build smarter, more adaptive campaigns that maximize ROI on Facebook and Instagram.

AI-Powered Audience Targeting and Segmentation

Optimizing Ad Creatives with AI

How AI Helps Identify Trends for Meta Ads

Using AI for Performance Tracking & Optimization

Overview of Popular AI Tools

AI Risks and Limitations

AI-Powered Targeting vs Manual Targeting, AI-Driven Analytics vs Traditional Analytics

You'll gain a strong foundation in SEO by learning its fundamentals and the importance of a well-structured strategy. You'll discover how search engines operate, how they choose which content to showcase, and key SEO terminology. Additionally, you'll explore the different types of SEO and the four stages of an effective SEO plan. Mastering these basics is essential for building a solid understanding before moving on to the next sections.

What is SEO?

How Search Engines Work

Keyword research and content strategy are the core of any successful SEO plan. By identifying trending keywords and optimizing them to align with your audience’s search intent, you can harness the power of SEO to build a compelling strategy. This approach not only enhances your online visibility but also helps you develop a strong content strategy that attracts and retains a loyal customer base.

What are Keywords ?

How to Find Keywords

Understanding Search Intent

Competitor Keyword Analysis

Creating Topic Clusters

Avoiding Keyword Stuffing

Challenge: Mastering Keyword-Driven Content Planning

One of the most essential and widely used types of SEO is on-page SEO. Optimizing the elements within your pages and the technical structure of your website can signicantly enhance user experience and dramatically improve your SEO performance. In this section, we'll take a deep dive into the technical aspects of on-page SEO and explore powerful tools to help you optimize your site effectively.

Title Tags and Meta Descriptions

Headings and Subheadings

URL Structure

Optimizing Images

Internal Linking Strategies

Content Optimization

Mobile Optimization

Improving Page Speed

Off-page SEO is another powerful strategy that can take your SEO efforts to the next level. By leveraging backlinks, social media, guest blogging, and other external factors, you can dramatically enhance your online presence. A well-executed off-page SEO strategy can transform your business into a customer magnet and give you a competitive edge in the market.

What is Off-Page SEO?

Understanding Backlinks

Strategies for Earning Backlinks

Social Media's Role in SEO

Local SEO Basics

Building Your Online Reputation

Avoiding Black-Hat SEO Tactics

Measuring Off-Page SEO Success

This section brings together everything covered in the course and breaks it down into a clear, easy-to-follow step-by-step process, so you'll know exactly what to do at each stage. Additionally, we offer insights into the future of SEO and how you can use these trends to your advantage.

Developing an SEO Strategy

Other Practices and Future of SEO

Get familiar with HubSpot's tools and features as you learn how to set up your account, manage contacts, and create effective lists for marketing and reporting.

Introduction to HubSpot

Navigating and Customizing Your Dashboards

Adding and Importing Contacts in HubSpot

Organizing Contacts with Lists in HubSpot

Discover how to create high-performing landing pages, email campaigns, and blog posts while managing social media through HubSpot's intuitive tools.

Creating Landing Pages

Setting Up Email Marketing Campaigns

Blogging with HubSpot

Managing and Creating Deals

Learn how to automate repetitive tasks, nurture leads, and manage deals using HubSpot's CRM and workflow tools to streamline your marketing and sales efforts.

Introduction to Workflows

Task and Activity Management

Lead Scoring and Nurturing

Using HubSpot Snippets

Explore HubSpot's advanced automation capabilities, integrations with third-party tools, and customization options to fully tailor the platform to your business needs.

Exploring HubSpot's App Marketplace

Creating Lead Capture Forms and Automating Follow-Ups

Managing Payments and Invoices

Mastering HubSpot for Business Growth

By the end of this section, you'll be able to confidently use ChatGPT to boost your sales and marketing communication, craft compelling business copy, and avoid common pitfalls when applying AI to real-world scenarios. You'll also understand when and how to rely on AI to streamline workflows without compromising authenticity or strategy.

Introduction to ChatGPT

Real Use Cases of ChatGPT in Sales and Marketing

Understanding ChatGPT's Strengths and Limitations

Writing a Professional 'About Us' Page with ChatGPT

Common AI Mistakes in Sales

Master the ability to extract precise information, transform lengthy content into clear summaries, and build detailed customer personas with ease. This section also equips you to run simulated interviews and refine AI responses so they feel more natural, specific, and engaging to your audience.

Getting Clear Answers with ChatGPT

Summarizing Long Content with AI

Creating a Customer Persona with ChatGPT

Simulating Customer Interviews with AI

Stop AI From Sounding Generic

Learn how to create tailored GPTs that handle every step of your email workflow—from generating subject lines to writing personalized body copy and drip campaigns. You'll be able to upload your own data, test variants, and craft high-converting emails that align with your brand and audience goals.

Understanding Custom GPTs for Email Tasks

Creating a Custom GPT for Writing Email Subject Lines

Uploading Knowledge Base Content into a Custom GPT

Writing Email Body Copy and A/B Variants with AI

Building Multi-Step Drip Campaigns with ChatGPT

Gain the skills to produce engaging, on-brand social media content at scale using AI. You’ll learn to craft posts with the right tone for each platform, generate visuals, and build content in bulk—while staying aware of the limitations and risks of automation in your social strategy.

Writing Effective Social Media Posts with ChatGPT

Generating Bulk Social Content with Structured Prompts

Creating AI-Generated Visuals for Social Media

Defining Platform-Specific Tone and Style with AI

Risks of Automation in Social Media Content

Discover how to streamline your blogging workflow—from planning topics and managing long-form drafts to polishing content and repurposing it across multiple channels. You'll be able to produce consistent, high-quality blog posts faster and maximize their reach with strategic AI support.

Blogging with ChatGPT's Canvas

Structuring and Editing Blog Posts Using Canvas

Managing Long-Form Writing with ChatGPT Projects

Using ChatGPT to Edit and Improve Blog Content

Repurposing Blog Posts into Multi-Channel Content

Get a solid foundation in social media marketing with essential concepts, platform insights, and the latest industry trends.

What is Social Media Marketing?

Overview of Social Media Platforms

Social Media Trends and Industry Landscape

Learn how to build your agency from the ground up—define your services, pick the right niche, craft a compelling value proposition, and set clear goals to guide your growth.

What is a Social Media Marketing Agency?

Choosing Your Niche

Crafting Your Value Proposition

Setting Goals and Expectations

Set up your SMM agency for success—establish your operations, price your services, choose the right tools, and create streamlined workflows using platforms like ClickUp.

Business Setup Essentials

Pricing Structures and Packages

Tools and Technology

Developing a Social Media Workflow

How to Use Templates in ClickUp

Master the core services of a top-tier SMM agency—from building targeted strategies and planning content to budgeting, advertising, and delivering measurable results.

Creating a Winning Social Media Strategy

Defining and Understanding Your Target Audience

Platform Selection and Budget Alignment

Crafting High-Impact Content

Mastering the Content Calendar

Paid Advertising on Social Media

Building a Strategy Roadmap and Content Calendar

Learn how to onboard clients smoothly, manage and execute campaigns effectively, deliver transparent reporting, and create client dashboards for streamlined collaboration.

Onboarding New Clients

Executing Campaigns

Reporting and Transparency

Practical Exercise: Creating a Client Dashboard in ClickUp

Discover proven strategies to attract, pitch, and close your ideal clients—learn outreach tactics, build persuasive portfolios, master sales calls, and craft winning proposals.

Identifying Your Ideal Client

Client Outreach and Networking

Building a Portfolio and Case Studies

Understanding the Sales Call Process

Creating a Winning Client Proposal That Closes Deals

Take your agency to the next level—learn how to build a team, streamline operations, expand service offerings, and implement systems for long-term, scalable growth.

Hiring and Outsourcing

Onboarding & Training for Long-Term Success

Expanding Your Services & Increasing Revenue

Creating SOPs for a Smooth-Running SMMA

Ensure your agency thrives over time by staying ahead of trends, positioning yourself as an industry authority, and navigating challenges with confidence and adaptability.

Staying Ahead of Industry Trends

Building Authority in Your Niche

Overcoming Challenges

Transition from freelancer to agency leader, master premium client acquisition, handle tough situations like a pro, and tie everything together for long-term SMMA success.

Shifting from Freelancer to CEO

Mastering High-Ticket Client Acquisition

Crisis Management & Handling Difficult Clients

Bringing It All Together – Your Path to SMMA Success

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TEST TRACK 12

Full Stack Web Development

Become a React Developer

Mastering Data Visualization

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