Objective:
By the end of this lesson, students will understand the steps involved in building a complete digital marketing plan for a business, project, or personal brand.
📘 Introduction
A digital marketing plan is like a roadmap. It shows where you want to go, how to get there, and what tools to use. Without a plan, you may waste time and money on content or ads that don’t work.
In this lesson, you will learn how to create a simple but effective digital marketing plan that you can apply to any brand or business.
Step 1: Know Your Goals
Ask yourself: What do I want to achieve?
Your goals must be SMART:
Specific (clear)
Measurable (you can track progress)
Achievable (realistic)
Relevant (fits your purpose)
Time-bound (has a deadline)
📝 Example: “Get 1,000 email subscribers in 3 months.”
👥 Step 2: Define Your Audience
Know who you are talking to.
Who is your ideal customer?
What are their problems?
What do they care about?
💡 Tip: Create a simple “buyer persona” with age, location, needs, and online behavior.
🌐 Step 3: Choose Your Channels
Decide where you’ll share your message:
Social media (Facebook, Instagram, TikTok)
Website or blog
Search engines (Google)
WhatsApp groups
Only use the platforms your target audience uses.
✍️ Step 4: Plan Your Content
Plan what type of content you will post:
Educational posts
Product updates
Testimonials
Videos or graphics
Make a content calendar to stay organized.
📈 Step 5: Set a Budget
Decide how much you’ll spend:
On ads (like Facebook or Google Ads)
On tools (email platforms, graphics, etc.)
On hiring help (if needed)
Start small and increase with results.
📊 Step 6: Track and Improve
Use tools like Facebook Insights, Google Analytics, and WhatsApp feedback to track what’s working.
Adjust your plan based on performance.
✅ Summary
A strong digital marketing plan includes:
1. Clear goals
2. A target audience
3. Right platforms
4. A content schedule
5. A working budget
6. Regular tracking and improvement
Start simple, grow smarter.
Objective:
By the end of this lesson, students will be able to create specific, measurable, achievable, relevant, and time-bound (SMART) goals to guide their digital marketing campaigns.
📘 Introduction
Imagine starting a journey without knowing your destination. That’s what happens when you launch a digital marketing campaign without clear goals.
SMART goals help you stay focused, track your progress, and measure your success. In this lesson, we’ll break down each part of SMART goals and how to apply them to digital marketing.
🧠 What Are SMART Goals?
SMART is an acronym that stands for:
1. S – Specific
Be clear about what you want to achieve.
✅ Example: “Get more website visitors” becomes “Increase blog traffic.”
2. M – Measurable
Add numbers so you can track progress.
✅ Example: “Increase blog traffic by 500 visitors.”
3. A – Achievable
Make sure the goal is realistic.
✅ Example: “500 visitors” is possible for a small blog; “1 million” might not be.
4. R – Relevant
Your goal should match your business or campaign purpose.
✅ Example: If you sell digital products, website traffic or email sign-ups are relevant.
5. T – Time-bound
Set a deadline to avoid delays.
✅ Example: “Increase blog traffic by 500 visitors in 30 days.”
🧪 Examples of SMART Digital Campaign Goals
✅ “Grow Instagram followers by 1,000 in 60 days to increase brand awareness.”
✅ “Get 300 email sign-ups in 2 months using Facebook Ads.”
✅ “Achieve 10% conversion rate on product page by end of the campaign.”
⚠️ Common Mistakes to Avoid
❌ Vague goals: “Get more traffic”
❌ No time limit: “Grow email list someday”
❌ Unrealistic targets: “Sell 10,000 products in 5 days with zero budget”
✅ Summary
SMART goals help you:
Stay focused
Use your budget wisely
Track progress and adjust strategy
Prove your success to clients or stakeholders
Before launching any digital marketing activity, ask:
“Is my goal SMART?”
Objective:
By the end of this lesson, students will understand what a customer persona is, why it matters, and how to create one to guide their digital marketing strategies.
📘 Introduction
Have you ever tried selling something to someone you don’t understand? It’s difficult! That’s why digital marketers create a customer persona—a simple profile of your ideal customer.
A good customer persona helps you speak your audience’s language, solve their problems, and choose the right marketing channels.
👤 What is a Customer Persona?
A customer persona (also called a buyer persona) is a made-up character based on real data and research. It represents the type of person most likely to buy your product or service.
Think of it like this:
> “If my brand was talking to one person, who would that person be?”
📋 What to Include in a Customer Persona
Here are the key details you should define:
1. Name & Picture – Give them a name like “Amina the Student” or “John the Farmer.”
2. Age & Gender – Approximate age helps in message tone and channel choice.
3. Location – Country, city, or rural/urban setup.
4. Job or Role – Are they a student, employee, business owner?
5. Interests & Hobbies – What they enjoy doing, watching, or buying.
6. Challenges & Goals – What problem do they have that your product or service can solve?
7. Online Behavior – Where do they spend time online (Facebook, WhatsApp, YouTube, TikTok)?
🧪 Example: “Grace the Fashion Enthusiast”
Name: Grace M.
Age: 26
Location: Blantyre, Malawi
Occupation: Boutique owner
Interests: Fashion trends, makeup, Instagram
Goals: Grow her business online
Challenges: Limited knowledge of digital marketing
Platforms Used: Facebook, WhatsApp, Instagram
Now, if you’re selling a digital marketing course, you know exactly how to talk to Grace!
Why It Matters
When you create content, ads, or campaigns, refer back to your persona:
Would Grace like this ad?
Is this post useful for her challenges?
Is she likely to see it on Instagram?
✅ Summary
Creating a customer persona helps you:
Target the right people
Use the right platforms
Speak in the right tone
Increase conversions and engagement
Start with one strong persona, then build more if needed.
🎯 Objective:
By the end of this lesson, students should understand what affiliate marketing is, how it works, and how to start using it on different social media platforms or a website — even without a big audience or budget.
📘 Introduction
Imagine earning money just by recommending a product or service you like — without owning it yourself. That’s what affiliate marketing is about.
You promote someone else’s product, and when someone buys through your special link, you earn a commission. It’s one of the easiest ways to make money online, and you can do it on Facebook, WhatsApp, Instagram, YouTube, or your own website.
Let’s break it down step by step.
What Is Affiliate Marketing?
Affiliate marketing is a type of online selling where you promote someone else’s product or service and earn a small payment (called a commission) when someone buys using your unique affiliate link.
It works like this:
1. You join an affiliate program.
2. You get a special link that tracks your referrals.
3. You share this link on your social media or website.
4. When someone clicks and buys, you get paid.
💡 Where to Find Affiliate Programs
Here are examples of where you can join affiliate programs:
Jumia Affiliate (Africa-focused)
Amazon Associates
ClickBank (digital products)
SkillBridge Institute Affiliate (if you’re promoting courses)
Web hosting companies (like Bluehost or Hostinger)
Local businesses or schools offering referral commissions
Once you join, you’ll be given a unique link to share.
📲 How to Do Affiliate Marketing on Social Media
1. Facebook Page or Groups
Write a helpful post about a product and include your affiliate link.
Example: “Here’s a book that helped me start my business. Get it here 👉 [affiliate link]”
Share your link in relevant Facebook groups (without spamming).
Use storytelling to explain how the product helped you.
2. WhatsApp
Share your affiliate links with your status and broadcast lists.
Create a mini WhatsApp group around a topic (e.g., farming tips) and occasionally share affiliate links.
Example: “Get this solar torch at a discount here 👉 [link]”
3. Instagram
Post product reviews with your affiliate link in your bio or Stories.
Use Reels to demonstrate or explain the product.
Add “DM me for the link” if clickable links are not allowed in captions.
4. YouTube
Create a video review or tutorial showing how a product works.
Paste the affiliate link in the video description.
Say it clearly in your video: “Check the link in the description.”
🌐 How to Use a Website or Blog
If you have a blog:
Write articles or product reviews. Example: “Top 5 Low-Cost Business Tools in Malawi”
Add affiliate links inside the article.
Promote the blog on social media to bring in readers.
📝 Quick Activity
Think of one product or service that you use and love.
1. Search online to see if they have an affiliate program.
2. Register and get your affiliate link.
3. Share it once on either WhatsApp, Facebook, or your blog with a short caption or review.
✅ Summary
Affiliate marketing allows you to earn money by recommending useful products. You don’t need to create anything — just sign up for affiliate programs, get your special link, and share it with others. Use platforms like Facebook, WhatsApp, Instagram, YouTube, or a simple blog to grow your income step by step.
With consistency and honesty, affiliate marketing can turn into a real source of income — even from your phone.
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