Digital Marketing Roadmap

Understand how marketing actually works before touching any tool or platform.

• The marketing funnel — awareness, consideration, conversion, retention
• Customer avatars and target audience definition
• Brand positioning and value proposition
• Marketing channels overview — owned, earned, paid
• Setting SMART marketing goals

Organic search is one of the highest-ROI channels. Learn to rank and drive free traffic.

• How search engines crawl, render, and index
• Keyword research — intent, volume, competition
• On-page SEO — title tags, meta, headings, internal links
• Technical SEO — Core Web Vitals, sitemaps, structured data
• Content strategy and topical authority
• Link building fundamentals

Build an audience and drive traffic with the right social media strategy for each platform.

• Choosing the right platforms for your audience
• Content formats — short-form video, carousels, long-form
• Posting cadence and consistency
• Community engagement and comment strategy
• Social listening and competitor analysis
• Analytics — reach, engagement, CTR

Email has the highest ROI of any digital channel. Build a list and use it properly.

• Building an email list ethically
• Welcome sequences and automation flows
• Broadcast campaigns vs automated sequences
• Subject lines, preheaders, and open rates
• Click-through rates and conversion optimisation
• A/B testing and segmentation

Capture demand with search ads. Google Ads targets people actively looking for what you sell.

• Search campaign structure — accounts, campaigns, ad groups
• Keyword match types — broad, phrase, exact
• Writing compelling ad copy
• Quality Score and Ad Rank
• Bidding strategies — manual vs smart bidding
• Conversion tracking setup

Create demand with Meta ads. Best for visual products and audience-based targeting.

• Meta Business Suite setup
• Campaign objectives — awareness, traffic, conversions
• Audience targeting — interests, lookalike, retargeting
• Creative formats — images, videos, carousels
• The Facebook Pixel and events
• Reading the Ads Manager dashboard

Data without interpretation is noise. Learn to measure what matters.

• Google Analytics 4 — events, conversions, attribution
• Setting up GA4 goals and funnels
• Google Search Console — clicks, impressions, CTR
• UTM parameters for campaign tracking
• Building a simple marketing dashboard
• Reporting to stakeholders