Digital Marketing Strategy
Learn digital marketing strategies including SEO, social media, and analytics. This beginner-friendly course walks you through every core channel and shows you how to plan, launch, and measure a data-driven marketing campaign from start to finish.
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This course includes:
- 38 hours on-demand video
- 64 articles and resources
- 30 downloadable templates
- 20 hands-on assignments
- Certificate of completion
- Lifetime access
- Access on mobile and TV
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About This Course
Digital Marketing Strategy is a beginner-friendly course that teaches you how modern brands attract, convert, and retain customers online. You'll learn how the major digital channels fit together around the customer journey, from search and content to email, social media, and paid advertising.
Rather than treating each channel in isolation, the course focuses on strategy and measurement. By the end, you'll have planned a complete marketing campaign, set up analytics to track its performance, and learned how to interpret the data to make better decisions. The skills transfer directly to in-house marketing, agency work, freelancing, or promoting your own business.
What You'll Learn
- Map the customer journey and choose channels for each stage
- Optimize pages for search with on-page, technical, and off-page SEO
- Plan a content marketing strategy that supports business goals
- Build email campaigns and automated workflows that convert
- Run organic and paid campaigns on Google Ads and Meta Ads
- Measure performance with GA4 and define meaningful KPIs
- Plan, launch, and report on an end-to-end marketing campaign
Requirements
- A computer with internet access (Windows, Mac, or Linux)
- No prior marketing experience required - we start from the fundamentals
- A free Google account to use Google Analytics and Google Ads tools
- A spreadsheet application such as Google Sheets or Microsoft Excel
- Basic computer skills and familiarity with using the internet
Who This Course Is For
- Complete beginners who want to learn digital marketing from scratch
- Small business owners and entrepreneurs marketing their own products
- Professionals looking to transition into a marketing role
- Freelancers and creators who want to grow an audience online
- Sales, content, or design professionals expanding into marketing
- Anyone preparing for an entry-level digital marketing position
Understand how the core digital channels work together and how customers move from awareness to purchase and loyalty. You'll learn to map that journey and align marketing activity to each stage.
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1.1 Welcome and Course Overview
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1.2 The Digital Marketing Channel Mix
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1.3 Mapping the Customer Journey
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1.4 Buyer Personas and Audience Research
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1.5 Exercise: Build a Customer Journey Map
Learn how search engines rank pages and how to improve visibility through on-page, technical, and off-page optimization. Covers keyword research, content optimization, site health, and link building.
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2.1 How Search Engines Work
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2.2 Keyword Research and Search Intent
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2.3 On-Page SEO: Titles, Headings and Content
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2.4 Technical SEO: Crawling, Indexing and Site Speed
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2.5 Link Building and Off-Page SEO
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2.6 Exercise: Run an On-Page SEO Audit
Plan content that attracts and nurtures your audience across the funnel. Covers content strategy, formats, editorial planning, and distribution.
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3.1 Building a Content Strategy
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3.2 Content Formats and the Funnel
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3.3 Editorial Calendars and Workflows
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3.4 Content Distribution and Repurposing
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3.5 Exercise: Create a 30-Day Content Plan
Grow a list and convert subscribers with email campaigns and automated workflows. Covers list building, segmentation, copywriting, and deliverability.
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4.1 List Building and Lead Magnets
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4.2 Segmentation and Personalization
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4.3 Writing Emails That Convert
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4.4 Automated Workflows and Drip Campaigns
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4.5 Exercise: Build a Welcome Email Sequence
Build an organic social presence across the major platforms and engage a community. Covers platform selection, content planning, and community management.
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5.1 Choosing the Right Platforms
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5.2 Organic Content and Scheduling
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5.3 Community Management and Engagement
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5.4 Working with Influencers and Partners
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5.5 Exercise: Plan a One-Week Social Calendar
Launch and optimize paid campaigns on Google Ads and Meta Ads. Covers campaign structure, targeting, bidding, ad creative, and budget management.
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6.1 Paid Advertising Fundamentals
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6.2 Google Ads: Search Campaigns
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6.3 Meta Ads: Targeting and Creative
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6.4 Budgets, Bidding and ROAS
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6.5 Exercise: Set Up a Google Search Campaign
Measure what matters with Google Analytics 4 and define the KPIs that map to business goals. Covers GA4 setup, events and conversions, reporting, and attribution.
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7.1 Setting Up Google Analytics 4
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7.2 Events, Conversions and Goals
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7.3 Defining KPIs and Metrics That Matter
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7.4 Reports, Dashboards and Attribution
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7.5 Exercise: Build a Marketing KPI Dashboard
Bring every channel together to plan, launch, and measure a complete marketing campaign. You'll set objectives, build the plan, run it, and report on the results.
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8.1 Setting Campaign Goals and Budget
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8.2 Building the Integrated Campaign Plan
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8.3 Measuring Results and Optimizing
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8.4 Capstone Project: Launch and Report on a Campaign
James Wilson
Chief Marketing Officer, EducaWeb
About the Instructor
James Wilson is the Chief Marketing Officer at EducaWeb and a digital marketing practitioner with over 12 years of experience leading growth for SaaS, e-commerce, and education brands. He has managed multi-channel budgets across SEO, paid search, social, and email, and has built marketing teams from the ground up.
Before joining EducaWeb, James led performance marketing at a fast-growing technology company, where his campaigns consistently improved return on ad spend and lowered customer acquisition costs. He is a strong advocate for data-driven decision making and teaches marketing the way it is actually practiced in industry.
James holds an MBA with a concentration in Marketing and is certified in Google Ads and Google Analytics 4. He regularly shares practical frameworks for planning and measuring campaigns and has helped tens of thousands of students launch their marketing careers.
Other Courses by James Wilson
Emma Rodriguez
I run a small online store and had no idea where to start with marketing. This course connected all the dots for me - SEO, email, ads, and analytics finally make sense as one system. The capstone campaign gave me a real plan I'm now using for my own business.
Daniel Kim
Solid introduction to digital marketing. The SEO and GA4 modules were the highlights for me and very practical. I'm giving 4 stars because I would have liked a bit more depth on paid advertising, but for a beginner course it covers an impressive amount of ground.
Priya Sharma
I took this course to move from a sales role into marketing, and it gave me exactly the foundation I needed. James explains everything clearly and the assignments are based on real tools you'll actually use on the job. I landed an entry-level marketing role two weeks after finishing.
No prior marketing experience is needed for this course. We start with the fundamentals and gradually build up your skills across each channel. If you can use a computer and browse the internet, you have all the prerequisites you need to begin this course.
The course is structured over 8 weeks at roughly 5 hours per week and contains approximately 38 hours of video content plus hands-on assignments. Most students complete it in 8-10 weeks, but you can go faster or slower since you have lifetime access and can learn at your own pace.
Yes, you will receive a certificate of completion once you finish all the course lessons and assignments. You can add this certificate to your LinkedIn profile or resume to showcase your digital marketing skills to potential employers.
No paid tools are required. The course uses free tools wherever possible, including Google Analytics 4 and Google Search Console, and free tiers of email and social platforms. The paid advertising module walks you through Google Ads and Meta Ads, but you can follow the lessons without spending money on ad campaigns.
Absolutely! This course includes access to our Q&A discussion board where you can ask questions and get help from both the instructor and other students. James typically responds to questions within 24-48 hours. We also have a community Discord server where you can connect with fellow students for additional support.
Yes, digital marketing changes quickly, so we regularly update the course to keep pace with platform changes such as GA4 updates and changes to Google Ads and Meta Ads. When we add new content or make significant updates, you'll receive an email notification, and you'll have access to all future updates at no additional cost.
Throughout the course, you'll complete practical assignments that build toward a full campaign, including:
- A customer journey map and buyer persona
- An on-page SEO audit and keyword plan
- A 30-day content plan and a welcome email sequence
- A Google Ads search campaign and a marketing KPI dashboard in GA4
- A capstone: an integrated marketing campaign you plan, launch, and report on
These deliverables give you practical experience and a portfolio you can show to potential employers or clients.
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