Marketing
Complete Digital Marketing Masterclass
Strategy, channel choice, and a campaign reviewed as a whole.
Complete Digital Marketing Masterclass is the longer marketing course: positioning, channel choice, content, search, and a review of whether the work served the goal. It suits someone who has seen the fundamentals and wants one place to connect them.
Course syllabus
01. Position
- Position and offer
Why the same post fails for two different businesses.
- The alternative they use now
A rival, a workaround, or doing nothing, which is what you are actually against.
- A difference you can show
A feature, a constraint, or a way of working you can point at.
- A slogan any rival could use
If a competitor could say the same line, it does not guide a campaign.
- What the price says
The number implies who the offer is for, and who it leaves out.
- Proof you already have
A case, a sourced number, or a limit you are willing to state.
- How they would describe the purchase
The sentence a customer would use with a colleague.
- Four lines on one card
Audience, problem, offer, and difference, written in four lines.
02. The path
- The first segment
One group you can describe, reach, and learn from.
- The job they want done
The outcome in their situation, not a demographic label.
- From stranger to customer
How they hear of you, how they check you, and how they decide.
- Where the path usually breaks
The page, the price, the trust, or the timing.
- What is too early to ask
The message that belongs before the ask, and the ask that comes too soon.
- A segment you will not chase
A poor fit, or a group you cannot reach with the channels you have.
- Phrases from their side
Lines from calls and support, used in the copy.
- Steps, pages, and a measure
The path on one page, with the number you will read at each step.
03. Channels
- Choosing channels on purpose
Budget, time, and where the audience already is.
- Search, when they are already looking
They have a query, so you need a page or an ad that answers it.
- A feed, when they are not
You are interrupting, so the offer has to be clear in a glance.
- Email they asked for
People who asked to hear from you, and a reason for each send.
- Someone who already has their trust
A partner or a referrer, and the true line you will give them to say.
- A channel you cannot keep up
If the cadence, the skill, or the budget is missing, leave that channel off the plan.
- Two channels, one destination
Both send the person to the same offer page.
- Yes and no for this quarter
The channels you will use, and the ones you wrote down as no.
04. Content and search
- Content and search together
Pages and posts that support the same query.
- Topics from the path
The questions people have at each step, rather than slots you fill from habit.
- A query you can answer honestly
You have the experience or the facts, and you do not invent a page in hope of being found.
- One example, then the point
A specific case, the lesson, and the next step.
- The page, the post, and the email
Where the piece will appear is part of making it, planned with the page it supports.
- The same facts, a second length
A shorter version for another channel, with nothing new invented.
- A piece that only builds the relationship
That kind of piece is allowed, and it is not the only kind you make.
- Did they take the next step
Whether the page was found for the query, and whether people did the thing you named.
05. The offer page
- One page for the offer
The promise, the proof, and the step, on the URL the work points at.
- A homepage that sends people onward
It routes each audience to the right offer, rather than speaking to all of them at once.
- Proof next to the claim
The evidence sits beside the sentence it supports.
- A shorter form at the start
Ask for less when the relationship is new.
- Readable on a phone
The offer can be read, and the button can be reached.
- What you record and why
The events you track, the reason, and what you will not track.
- Finish the page before the traffic
Sending people to an unfinished page does not show whether the offer works.
- A pass on the core pages
Update the proof, the price, and any line that is no longer true.
06. Paid and organic
- A paid and organic mix
When to pay for reach, and when not to.
- A query you will try to earn
A page and time, with no date on which you claim the page will rank.
- A query you are willing to buy
An ad, a landing page, and a cost you can compare with the value of the result.
- Do not bid against your own page by accident
Coordinate the ad and the page, or choose one, so they are not working against each other.
- The ad uses words the page can keep
The creative comes from the page, not from a separate personality.
- Organic still costs hours
Writing, maintaining, and answering what the piece brings in are part of the cost.
- Spend will not repair a weak offer
If a willing visitor does not take the step, more money repeats the failure.
- Hours and money for the month
Write down how much time and spend each side gets.
07. Creative
- One difference between two versions
Change one thing, so you can tell what moved the result.
- A headline the wrong person can refuse
Specific enough that someone outside the segment can see it is not for them.
- One objection, answered
The doubt from the path, in a few lines.
- The step, named
The action in words, such as getting a checklist or booking a call of a set length.
- A feed stop and a search match
One creative has to halt a scroll, and the other has to match a query.
- A claim you can support
If you cannot show it, it does not go in the ad.
- They have seen it enough
When the same people keep seeing it, change it or pause it.
- What ran, and what you kept
The versions, the dates, and the one you continued.
08. Measurement
- The action that counts
The step that means the campaign did the job you named.
- Numbers you will not decide by
Followers and impressions can be recorded, and they are not the decision.
- Spend, hours, and conversions together
The cost and the result in the same note.
- The last click is not the whole path
A person may have seen several things, so the last click is only part of the story.
- A short record of the week
Channel, spend or hours, visits, and conversions.
- A review date that fits the channel
Content and search can take longer than an ad, so the review waits accordingly.
- Fix the counting before you judge
A double-counted form or a broken tag has to be fixed before you decide the work failed.
- A range you wrote down first
You expected a band of results, and a single figure was never the whole plan.
09. The month
- A calendar you can keep
The pieces, the ads, and the review, on dates you will actually meet.
- Who writes, publishes, and reads
The three jobs, even when one person does all three.
- A brief for each piece
Audience, offer, channel, destination, and the fact it must include.
- Review the claim, keep the point
Approval checks that the claim is true, and does not sand the offer down to a slogan.
- Someone can pause the spend
A person who can stop the money the same day.
- Assets you can find next month
Pages, ads, and emails, named so they can be found.
- Consent, claims, and platform rules
Permission for the list, a claim you can support, and the platform rules, checked before launch.
- When the page or the ad breaks
Who fixes a down page or a rejected ad, and how you hear about it.
10. The review
- A campaign post-mortem
Keep the part that worked and name the part that did not.
- The goal beside the result
Hit, missed, or never measured.
- The channel that earned the step
Keep the conditions that produced the result, not only the name of the channel.
- The channel that only consumed
Money or hours, and little of the action you wanted.
- Words you will reuse
The message that matched the audience.
- The assumption that was wrong
The belief about the audience or the offer that the result contradicted.
- A win you should not scale
A small result that depended on a discount or a chance you cannot repeat.
- Keep, stop, and one test
Three decisions for the next period.
11. The loop
- Position through review
Position, channel, page, creative, and review, as one loop.
- The plan on one page
The position, the channels, the offer URL, and the metric.
- What month one is for
What you will learn before you spend more or publish more.
- A week is not a verdict
A short burst does not show that a channel will keep producing the result.
- When the offer is what they refuse
The message is clear, and people still decline the product or the price.
- When the words hide a wanted offer
People want the thing, and the copy does not let them see it.
- Leave the plan where the next person can find it
The plan, the post-mortem, and the place the assets live.
- Check whether the position still holds
Whether the audience or the offer changed, or you are still using last quarter's sentence.
Lecture videos stay with the course. Playback for enrolled students will open once payments are available. Video links are not published on this page.