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Digital Marketing, SEO & Growth
Build Measurable Customer Acquisition Engines Using SEO, High-Converting Content, Meta & Google Ads, Email Automation, and GA4 / Looker Studio Analytics
12Weeks
5Stages
55+Lessons
8Projects
0Prerequisites
Welcome to the Tech Minds Academy Digital Marketing, SEO & Growth Track. Posting randomly on social media and clicking "Boost Post" is not digital marketing—real growth marketing is a measurable business discipline combining buyer psychology, search intent, persuasive copywriting, performance media buying, and clean conversion analytics. Across 12 practical weeks at our Bwari, Abuja campus (G5 Plaza, Sabon-Gari Road) or Live Online, you will start with zero prerequisites and build an end-to-end growth portfolio capable of scaling Nigerian SMEs, startups, e-commerce brands, and international remote clients.
TIP
Want to supercharge your content research, ad copy variations, and marketing workflows with AI? Pair or follow this programme with Prompt Engineering & AI Tools, or learn how web pages work under the hood in HTML Mastery.
Programme Overview
| Attribute | Details |
|---|---|
| Track Title | Digital Marketing, Search Engine Optimisation (SEO) & Performance Growth |
| Duration | 12 Weeks (5 Progressive Stages · 72 Practical Lessons & Live Audits) |
| Delivery Modes | In-Person Cohort (Bwari, Abuja) & Instructor-Led Live Online |
| Prerequisites | 0 Prior Experience Required — Basic everyday computer and internet familiarity |
| Core Disciplines | Growth Strategy & Unit Economics, Technical/Local/Content SEO, Meta & Google Ads, Email Lifecycle, GA4/GTM & CRO |
| Core Toolstack | Google Search Console, GA4, Google Tag Manager, Looker Studio, Meta Ads Manager, Google Ads, Mailchimp/Brevo, Canva |
| Portfolio Output | 8 Data-Backed Campaign Audits, SEO Blueprints, Ad Structures & Live Analytics Dashboards |
| Career & Business Outcomes | Digital Marketing Specialist, SEO Strategist, Performance Media Buyer, Growth Marketer, Freelance Consultant, or Founder |
Curriculum Rationale
1. Revenue & Unit Economics Over Vanity Metrics
Likes, impressions, and follower counts do not pay salaries. From Week 1, Tech Minds trains you to think like a Growth Lead: tying every blog post, landing page, email sequence, and ad Naira/Dollar back to Customer Acquisition Cost (CAC), Customer Lifetime Value (LTV), Return on Ad Spend (ROAS), qualified pipeline, and net contribution margin.
2. Mastering Both Compounding Organic (SEO) and Immediate Paid Acquisition
Paid ads stop generating leads the moment your card stops spending; SEO compounds over months into free, high-intent demand, while Paid Search and Meta Ads validate offers in 48 hours. Mastering both engines—connected by lifecycle email/WhatsApp retention and conversion rate optimisation (CRO)—makes you resilient in any budget environment.
3. Local Nigerian Realities + Global Remote Standards
You will learn how to dominate Abuja & Lagos Local SEO (Google Business Profile, WhatsApp click-to-chat conversion flows, Paystack/Flutterwave checkout tracking, Naira budget efficiency) while simultaneously applying international attribution, GDPR/NDPA consent standards, UTM governance, and Looker Studio executive reporting expected by UK, US, and global SaaS employers.
Stage 1: Growth Strategy, Buyer Personas & Funnels (Weeks 1–2)
Goal: Replace guesswork with structured market research, sharp positioning, full-funnel customer journeys, and rock-solid marketing unit economics.
Week 1: Growth Foundations, ICPs & Value Proposition Design
| Lesson | Topic | Core Growth Concepts |
|---|---|---|
| 1.1 | How Modern Digital Growth Works | Brand vs Performance vs Lifecycle marketing; owned, earned, and paid channels |
| 1.2 | The AAARRR Pirate Funnel | Mapping Awareness → Acquisition → Activation → Retention → Revenue → Referral across B2C and B2B |
| 1.3 | Ideal Customer Profiles (ICPs) & Jobs-to-be-Done (JTBD) | Interviewing real buyers, uncovering pain triggers, purchasing objections, and decision criteria (not fictional demographics) |
| 1.4 | Competitor Intelligence & Positioning Matrices | Auditing competitor offers, Meta Ad Library, organic search footprints, reviews, and pricing gaps |
| 1.5 | Crafting High-Clarity Value Propositions | Outcome + Timeframe + Risk Reversal; writing clear above-the-fold positioning statements |
| 1.6 | Channel-Market Fit Selection | Choosing the right primary channels for an Abuja clinic, a Nigerian e-commerce brand, vs a global B2B SaaS product |
Weekly Project 1 — ICP Research, Competitor Teardown & Positioning Dossier: Select a real Nigerian or global business, analyse 3 direct competitors using public ad libraries and search footprints, define 2 evidence-based Buyer Personas (JTBD), and write a differentiated positioning strategy.
Week 2: Funnel Architecture, Offer Psychology & Unit Economics
| Lesson | Topic | Core Growth Concepts |
|---|---|---|
| 2.1 | Mapping Cold, Warm & Hot Traffic Journeys | Why sending cold social traffic directly to a high-ticket checkout fails; lead magnets, tripwires, demos, consultations |
| 2.2 | Ethical Persuasion & Trust Signals | Social proof, case studies, specificity, guarantees, transparent pricing, overcoming Nigerian online trust barriers |
| 2.3 | Core Performance Metrics (CTR, CPC, CPM, CVR, CPA) | Diagnosing funnel bottlenecks: tells between a creative problem (low CTR) vs a landing page problem (low CVR) |
| 2.4 | Unit Economics Deep Dive (CAC, LTV, LTV:CAC, Payback) | Gross margin adjustments, calculating maximum affordable CPA and break-even ROAS before launching ads |
| 2.5 | Lead Capture & WhatsApp / CRM Funnel Flows | Structuring friction-free web forms, WhatsApp Business API / click-to-chat qualification scripts, speed-to-lead SLAs |
| 2.6 | Building a 90-Day Growth Experiment Backlog (ICE Scoring) | Scoring growth hypotheses by Impact, Confidence, and Ease |
Weekly Project 2 — Full-Funnel Blueprint & Unit Economics Calculator: Build a complete funnel map and spreadsheet financial model calculating break-even ROAS, target CPL (Cost Per Lead), maximum allowable CAC, and projected 90-day revenue across conservative, baseline, and stretch conversion scenarios.
Practical Reference: Growth Unit Economics Formulas
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# Essential Growth & Media Buying Unit Economics Reference
1. Click-Through Rate (CTR) = (Clicks / Impressions) * 100
2. Conversion Rate (CVR) = (Conversions / Clicks) * 100
3. Cost Per Acquisition (CPA/CAC) = Total Marketing & Ad Spend / New Customers Acquired
4. Customer Lifetime Value (LTV) = Average Order Value (AOV) * Purchase Frequency * Gross Margin % * Lifespan
5. LTV : CAC Health Benchmark = Target >= 3 : 1 (Under 1.5 : 1 loses money after operations; > 5 : 1 means under-investing)
6. Return on Ad Spend (ROAS) = Revenue Attributable to Ads / Ad Spend
7. Break-Even ROAS = 1 / Gross Profit Margin
Example: If product Gross Margin is 40% (0.40), Break-Even ROAS = 1 / 0.40 = 2.5x
(Every ₦100,000 in ad spend must generate > ₦250,000 in sales to be profitable!)Stage 2: Search Engine Optimisation (SEO) & Content Systems (Weeks 3–5)
Goal: Capture high-intent organic search demand on Google and AI-assisted search surfaces through intent-led keyword strategy, clean On-Page/Technical SEO, Local SEO, and persuasive copywriting.
Week 3: Keyword Research, Search Intent & Topical Authority
| Lesson | Topic | Core Growth Concepts |
|---|---|---|
| 3.1 | How Search Engines Crawl, Index & Rank Pages | Crawling budgets, indexation, E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) |
| 3.2 | Decoding the 4 Types of Search Intent | Informational (how to), Commercial Investigation (best solar inverter in Abuja), Transactional (buy), Navigational |
| 3.3 | Keyword Discovery & Gap Analysis | Seed expansion, Google Autocomplete / People Also Ask, Search Console queries, long-tail low-difficulty wins |
| 3.4 | Pillar Pages, Topic Clusters & Hub-and-Spoke Architecture | Preventing keyword cannibalisation; mapping 1 keyword cluster per canonical URL |
| 3.5 | Writing Comprehensive SEO Content Briefs | SERP intent teardown, target word depth, heading hierarchy, internal link targets, SME original insight injection |
| 3.6 | Search in the AI Era (AI Overviews / Answer Engine Optimization) | Structuring concise direct answers, comparison tables, and verifiable entity citations that earn AI & snippet visibility |
Weekly Lab Milestone (Week 3) — 30-Keyword Intent Map & SEO Pillar Content Brief: Cluster 30 real search queries across Informational, Commercial, and Transactional intent for your target brand, prevent cannibalisation by assigning 1 primary cluster per URL, and author an execution-ready writer brief.
Week 4: On-Page, Technical & Local SEO (Google Search Console & GBP)
| Lesson | Topic | Core Growth Concepts |
|---|---|---|
| 4.1 | On-Page HTML Elements That Move Rankings | Crafting high-CTR `<title>` tags, `<meta name="description">`, single semantic `<h1>`, logical `<h2>`–`<h3>` hierarchy, clean URL slugs |
| 4.2 | Internal Linking, Anchor Text & Image SEO | Passing link equity to money pages, descriptive alt attributes, WebP/AVIF compression |
| 4.3 | Technical SEO Essentials | robots.txt, sitemap.xml, 301 vs 302 redirects, fixing 404 broken links, canonical tags (`<link rel="canonical">`) |
| 4.4 | Core Web Vitals & Mobile Page Experience | Largest Contentful Paint (LCP < 2.5s), Interaction to Next Paint (INP < 200ms), Cumulative Layout Shift (CLS < 0.1) |
| 4.5 | Google Search Console (GSC) Mastery | URL Inspection tool, diagnosing Crawled - currently not indexed, hunting "striking-distance" positions 8–20 |
| 4.6 | Local SEO for Abuja & Nigerian Businesses | Optimising Google Business Profile (GBP), NAP consistency (Name, Address, Phone), Map Pack rankings, ethical customer review generation |
Weekly Project 3 — 30-Point Technical, On-Page & Local SEO Audit: Run a comprehensive crawl and Google Search Console / PageSpeed audit on a live website + Google Business Profile, delivering a prioritised spreadsheet of broken links, metadata rewrites, Core Web Vitals fixes, and a 12-article Topic Cluster map.
Practical Checklist: Production On-Page & Technical SEO Pre-Publish Gate
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## Tech Minds Pre-Publish SEO & Page Experience Checklist
- [ ] **URL Slug**: Short, lowercase, hyphen-separated, evergreen (e.g., `/solar-installation-cost-abuja` — no dates/IDs)
- [ ] **`<title>` Tag**: 50–60 characters; primary keyword near front + compelling outcome hook
- [ ] **`<meta name="description">`**: 140–155 characters; active CTA + differentiator (improves organic CTR)
- [ ] **Heading Structure**: Exactly ONE `<h1>` matching search intent; scannable `<h2>` and `<h3>` sub-sections
- [ ] **First 100 Words**: Directly answers the searcher's core query without fluff
- [ ] **Internal Links**: 3+ contextual internal links pointing *to* this page and 3+ pointing *out* to relevant pillar/service pages
- [ ] **Media Optimisation**: Original screenshots/diagrams compressed to `.webp` (`< 120 KB`), descriptive `alt` text
- [ ] **Structured Data**: Valid JSON-LD (`FAQPage`, `LocalBusiness`, `Product`, or `Article` where eligible)
- [ ] **Mobile & CWV**: Tested at `375px` viewport; `LCP < 2.5s` and `CLS < 0.1` on PageSpeed InsightsWeek 5: Conversion Copywriting, Landing Pages & Ethical Digital PR
| Lesson | Topic | Core Growth Concepts |
|---|---|---|
| 5.1 | Direct-Response Copywriting Frameworks | PAS (Problem–Agitate–Solve), AIDA, Before–After–Bridge, Feature → Advantage → Concrete Benefit |
| 5.2 | Anatomy of a High-Converting Landing Page | Hero headline + subhead, primary CTA, trust bar, problem framing, proof/testimonials, FAQ objection handling |
| 5.3 | Creating High-Value Lead Magnets | Calculators, templates, Abuja market price guides, checklists, and free audits that earn opted-in emails |
| 5.4 | Authority Link Building & Digital PR (White-Hat Only) | Data-led industry reports, partner/supplier links, local press/directories; avoiding toxic link farms & Google penalties |
| 5.5 | Content Repurposing Engine | Turning 1 deep SEO pillar guide into 5 LinkedIn/Instagram carousels, 2 short-form video scripts, and 1 newsletter |
| 5.6 | Editorial Calendars & Content Refresh Workflows | Updating decaying articles every 6 months to defend #1–#3 rankings |
Weekly Project 4 — SEO Pillar Article + High-Converting Landing Page Wireframe & Copy: Write and optimise a 1,500-word search-intent-aligned pillar article alongside a complete wireframe + persuasive copy deck for its companion lead-generation landing page.
Stage 3: Social Media, Email Lifecycle & Paid Performance Ads (Weeks 6–8)
Goal: Build repeatable organic social & email nurture engines, then master structured paid acquisition across Meta Ads Manager and Google Search Ads.
Week 6: Organic Social Systems & Lifecycle Email Marketing
| Lesson | Topic | Core Growth Concepts |
|---|---|---|
| 6.1 | Content Pillars for Instagram, LinkedIn, TikTok & YouTube Shorts | Educational, Proof/Case Study, Behind-the-Scenes, and Direct-Offer pillars; 3-second short-form video hooks |
| 6.2 | Designing Scroll-Stopping Visuals in Canva | Brand typography/colour consistency, carousel storytelling pacing, mobile-safe text zones |
| 6.3 | Email List Growth & Deliverability Fundamentals | Permission-based opt-ins (NDPA/GDPR), SPF/DKIM/DMARC sender reputation, avoiding spam-folder traps |
| 6.4 | Automated Lifecycle Flows (Mailchimp / Brevo) | 5-part Welcome Sequence, Abandoned Cart recovery, Post-Purchase onboarding, Win-back campaigns |
| 6.5 | Segmentation, Personalisation & Subject Line Testing | Behavioural tagging (clicked_pricing), clean merge tokens (e.g., {{ contact.FIRSTNAME }}), A/B testing open & click rates |
| 6.6 | WhatsApp & Omnichannel Retention Ethics | High-value broadcast etiquette vs spam blocking, VIP customer retention loops |
Weekly Project 5 — 30-Day Content Calendar + Automated 5-Email Welcome/Nurture Flow: Build a 4-pillar social calendar (including 3 designed Canva carousels and 2 short-form video scripts) connected to a live 5-email automated nurture sequence in Brevo or Mailchimp.
Week 7: Paid Social Mastery — Meta Ads Manager (Facebook, Instagram & WhatsApp Ads)
| Lesson | Topic | Core Growth Concepts |
|---|---|---|
| 7.1 | Meta Business Suite vs Meta Ads Manager Architecture | Why "Boost Post" wastes money; proper Business Portfolio, Ad Account, Page, and Pixel ownership governance |
| 7.2 | Meta Pixel & Conversions API (CAPI) Event Architecture | Standard events (PageView, ViewContent, Lead, InitiateCheckout, Purchase), deduplication, custom conversions |
| 7.3 | Campaign Objectives, CBO vs ABO & Audience Strategy | Broad/Advantage+ targeting vs interest stacks, Custom Audiences (site visitors, customer lists, IG engagers), Lookalikes |
| 7.4 | Creative Is the New Targeting | Static proof ads, UGC video scripts, founder-led talking-head ads, carousel comparisons; testing 3 hooks per concept |
| 7.5 | Click-to-WhatsApp & Instant Form Lead Gen Campaigns | Qualifying leads with high-intent questions on Instant Forms so sales teams don't chase accidental clicks |
| 7.6 | Reading Ad Metrics, Creative Fatigue & Scaling Rules | Thumbstop ratio (3-sec video plays / impressions), Hold rate, link CTR, frequency caps, killing losers & scaling winners |
Weekly Lab Milestone (Week 7) — Meta Ads Creative Matrix, Pixel Event Plan & Hook Variations: Design a 3x2 Meta Ads creative testing sheet (3 hooks × 2 visual formats) paired with a verified Meta Pixel + Conversions API event mapping sheet (Part 1 of Project 6).
Practical Formula: Direct-Response Meta & Search Ad Copy Blueprint
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# Meta Ad Creative & Copy Testing Matrix (3x2 Hook-Angle Test)
[HOOK — First 125 Characters / First 3 Seconds of Video]
Call out the exact ICP + costly pain or desired outcome immediately:
"Abuja homeowners spending ₦180k+/month on generator fuel: see what a right-sized hybrid solar setup actually costs in 2026."
[BODY — Proof + Mechanism]
- Exact appliance load calculation before you pay a kobo
- Tier-1 LiFePO4 batteries with 5-year written warranty
- Installed across 140+ homes in Gwarinpa, Maitama, Bwari & Lugbe
[CTA — Zero-Ambiguity Next Step]
"Tap 'Get Quote' to use our free 60-second Load & Pricing Calculator."Week 8: Paid Search Mastery — Google Ads (Search, Performance Max & Retargeting)
| Lesson | Topic | Core Growth Concepts |
|---|---|---|
| 8.1 | Why Paid Search Captures Bottom-of-Funnel Demand | Account → Campaign → Tightly Themed Ad Groups → Keywords → Responsive Search Ads (RSAs) → Landing Page |
| 8.2 | Keyword Match Types & Negative Keyword Lists | Exact [keyword], Phrase "keyword", Broad match; blocking budget bleed (free, jobs, pdf, cheap, internship) |
| 8.3 | Mastering Google Ads Quality Score (1–10) | Expected CTR + Ad Relevance + Landing Page Experience—how higher Quality Score lowers your CPC against bigger budgets |
| 8.4 | Writing High-Performing Responsive Search Ads (RSAs) & Assets | Pinning strategic headlines, Sitelinks, Callouts, Structured Snippets, Location & Call assets |
| 8.5 | Smart Bidding Strategies & Budget Control | Maximize Clicks (early data) vs Maximize Conversions vs Target CPA / Target ROAS; conversion volume prerequisites |
| 8.6 | Cross-Channel Retargeting Architecture | Sequencing Meta + YouTube/Display retargeting for non-converting Google Search visitors without creepy ad fatigue |
Weekly Project 6 — Complete Meta Ads + Google Search Ads Campaign Build: Architect a production-ready paid media launch pack: Meta campaign/ad-set/creative testing matrix + Google Search campaign structure with 4 tight ad groups, 40+ negative keywords, RSA copy sheet, and daily/monthly Naira & USD budget pacing plan.
Stage 4: Analytics, Attribution & Conversion Rate Optimisation (Weeks 9–10)
Goal: Instrument rock-solid tracking using UTMs, Google Tag Manager, and GA4, visualise executive KPIs in Looker Studio, and systematically lift landing page conversion rates.
Week 9: UTM Governance, Google Tag Manager (GTM) & GA4 Analytics
| Lesson | Topic | Core Growth Concepts |
|---|---|---|
| 9.1 | Clean Attribution Hygiene & UTM Naming Taxonomy | Standardising utm_source, utm_medium, utm_campaign, utm_content, utm_term so traffic never lands in Unassigned |
| 9.2 | Google Tag Manager (GTM) Fundamentals | Containers, Tags, Triggers, Variables, dataLayer.push(), testing safely in Tag Assistant Preview Mode |
| 9.3 | Google Analytics 4 (GA4) Event-Based Data Model | Users, Sessions, Engaged Sessions, Engagement Rate, Automatic vs Recommended vs Custom Events, Key Events (Conversions) |
| 9.4 | Tracking Real Business Actions in GTM + GA4 | Form submissions, tel: / WhatsApp button clicks, scroll depth, pricing-tier clicks, e-commerce purchase value |
| 9.5 | GA4 Explorations & Attribution Models | Funnel Exploration (spotting exact step drop-off), Path Exploration, Data-Driven vs Last-Click attribution |
| 9.6 | Looker Studio Executive Reporting Dashboards | Connecting GA4 + Google Search Console + Ad sheets into a single live, automated weekly client/CEO dashboard |
Weekly Project 7 — GTM + GA4 Conversion Instrumentation & Live Looker Studio Dashboard: Configure a GTM container tracking form leads and WhatsApp CTA clicks into GA4 Key Events, enforce a standardized UTM generator sheet, and publish an interactive Looker Studio growth report.
Practical Schema: Enterprise UTM Naming Standard & dataLayer Event
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# Standardized Tech Minds UTM Taxonomy Rules (Always lowercase, underscores/hyphens, never spaces!)
Landing URL: https://techmindsacademy.org/admissions
utm_source = meta | google | linkedin | newsletter | whatsapp
utm_medium = paid_social | cpc | organic_social | email | referral
utm_campaign = 2026_q2_cloud_cohort_abuja
utm_content = video_hook1_alumni_story | carousel_curriculum_slide
utm_term = cloud_computing_training_abuja
Full Tracked URL:
https://techmindsacademy.org/admissions?utm_source=meta&utm_medium=paid_social&utm_campaign=2026_q2_cloud_cohort_abuja&utm_content=video_hook1_alumni_storyjavascript
// Clean GTM dataLayer push fired on verified Lead Form submission
window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
event: 'generate_lead',
lead_source_page: window.location.pathname,
programme_interest: 'digital_marketing_12wk',
preferred_mode: 'abuja_campus',
currency: 'NGN',
value: 15000
});Week 10: Conversion Rate Optimisation (CRO) & A/B Experimentation
| Lesson | Topic | Core Growth Concepts |
|---|---|---|
| 10.1 | Quantitative + Qualitative CRO Diagnosis | Combining GA4 funnel drop-offs with Microsoft Clarity / Hotjar heatmaps, rage-clicks, and session recordings |
| 10.2 | Mobile Checkout & Lead Form Friction Audit | Reducing unnecessary form fields, keyboard input types, slow mobile speeds on Nigerian 4G connections |
| 10.3 | Writing Testable CRO Hypotheses | "Because Clarity shows 68% of mobile visitors drop before pricing, adding a sticky CTA + clear tuition table will lift CVR by 20%." |
| 10.4 | A/B Testing Statistics & Sample Size | Statistical significance, minimum detectable effect (MDE), avoiding peeking errors on low-traffic sites |
| 10.5 | High-Leverage CRO Levers | Headline clarity, risk-reversal guarantees, social proof placement, page speed, CTA specificity |
| 10.6 | Client Reporting, Retainer Packaging & Growth Ethics | Communicating wins, diagnosing losing tests honestly, pricing SEO/Ads retainers or landing full-time growth roles |
Weekly Lab Milestone (Week 10) — Microsoft Clarity UX Friction Audit & A/B Experiment Backlog: Audit mobile heatmaps, scroll depth, and form drop-offs on a live landing page and produce a 5-experiment CRO hypothesis roadmap prioritized by ICE score and sample-size feasibility.
Stage 5: Full-Funnel Growth Audit & Capstone (Weeks 11–12)
Goal: Synthesise strategy, SEO, content, paid media, lifecycle automation, and GA4/Looker analytics into a board-ready Full-Funnel Growth Capstone.
Week 11: End-to-End Growth Strategy Assembly & Peer Review
| Lesson | Topic | Core Growth Concepts |
|---|---|---|
| 11.1 | Auditing an Existing Business End-to-End | 360-degree diagnostic across positioning, SEO footprint, ad library, landing page speed/CRO, and email retention |
| 11.2 | 90-Day Channel & Budget Allocation | Splitting a realistic monthly growth budget across Search, Paid Social, Content/SEO, Retargeting, and Tooling |
| 11.3 | Connecting Landing Page + Email + GTM + GA4 Live | Deploying a real tracked campaign funnel on a staging/live property with verified event firing |
| 11.4 | Forecasting Pipeline & Revenue Scenarios | Modelling impressions → clicks → leads → qualified conversations → closed customers |
| 11.5 | Using AI Responsibly in Growth Workflows | Accelerating research, clustering, and ad variations while keeping human brand voice, accuracy, and originality |
| 11.6 | Capstone Dry-Run & Mentor Critique | Line-by-line review of tracking accuracy, copy sharpness, keyword intent, and financial math |
Weekly Lab Milestone (Week 11) — 90-Day Budget Allocation Model & Staging Tracking Verification: Finalise your 90-day multi-channel Naira/USD budget split, verify every GTM/GA4 conversion event in Tag Assistant Preview Mode, and complete mentor peer review ahead of Week 12 Pitch Day.
Week 12: Full-Funnel Digital Marketing Capstone
| Milestone | Deliverable | Growth Focus |
|---|---|---|
| 12.1 | Market, ICP & Unit Economics Deck | Buyer personas, competitor matrix, positioning statement, and break-even ROAS / CAC model |
| 12.2 | SEO & Content Engine | Technical audit, 15-keyword Topic Cluster map, and 1 fully optimised pillar article + landing page |
| 12.3 | Paid Acquisition Buildout | Structured Meta Ads creative matrix + Google Search campaign with negative keywords & RSA assets |
| 12.4 | Lifecycle Email & WhatsApp Nurture | Automated 5-step welcome/conversion email flow + WhatsApp lead-qualification script |
| 12.5 | Live Tracking & Looker Studio Dashboard | Working UTM sheet + GTM/GA4 conversion events + live executive Looker Studio report |
| 12.6 | Live Capstone Pitch Day | 15-minute CMO/Client pitch presentation and Q&A before Tech Minds instructors |
Weekly Project 8 (Capstone) — Complete 90-Day Full-Funnel Growth Launch & Live Analytics System: Deliver and pitch a comprehensive, launch-ready growth engine for a real Nigerian SME, startup, or approved brand—uniting unit economics, SEO, landing page CRO, Meta + Google Ads, email lifecycle automation, GTM/GA4 tracking, and a live Looker Studio dashboard.
Assessment & Grading Breakdown
| Assessment Component | Weight | Evaluation Criteria |
|---|---|---|
| Weekly Campaign Deliverables & 7 Stage Projects | 40% | Quality of ICP research, unit economics math, SEO technical/content audits, ad account structures, and copy clarity |
| Mid-Track Practical SEO, Ads & Analytics Audit | 30% | Hands-on diagnostic test: fixing broken UTM/GA4 setups, auditing wasted ad spend, and optimising a low-converting page |
| Week 12 Full-Funnel Growth Capstone & Pitch | 30% | Strategic coherence across channels, verified GTM/GA4 tracking, Looker Studio dashboard quality, and executive presentation |
Learning Outcomes
Graduates of the Tech Minds Digital Marketing, SEO & Growth programme can:
- Model Profitable Growth Strategy: Define evidence-backed ICPs, map
AAARRRfunnels, and calculateCAC,LTV,CVR, and break-evenROASbefore spending budget. - Grow Organic Search Traffic (SEO): Execute keyword research, On-Page optimisation, Technical SEO (
GSC, Core Web Vitals, sitemaps), and Local Google Business Profile rankings. - Write Persuasive Conversion Copy: Craft landing pages, direct-response ad hooks, and automated email/WhatsApp lifecycle sequences that turn clicks into customers.
- Manage Meta & Google Ads Structurally: Build and optimise Meta Ads (
Pixel/CAPI, creative testing, retargeting) and Google Search Ads (match types, negative keywords, Quality Score). - Instrument End-to-End Analytics: Implement UTM standards, Google Tag Manager conversion triggers, GA4 funnel explorations, Microsoft Clarity heatmaps, and Looker Studio executive dashboards.
Tools, Platforms & Resources
| Category | Tools Covered | Purpose in Curriculum |
|---|---|---|
| Search & SEO | Google Search Console, PageSpeed Insights, Screaming Frog (free tier), Google Business Profile | Crawl diagnostics, keyword rankings, Core Web Vitals, Local Map Pack SEO |
| Paid Acquisition | Meta Ads Manager, Meta Ad Library, Google Ads & Keyword Planner | Paid social creative testing, high-intent paid search, retargeting |
| Analytics & Tagging | Google Analytics 4 (GA4), Google Tag Manager (GTM), Looker Studio | Event/conversion tracking, attribution analysis, live client dashboards |
| CRO & Heatmaps | Microsoft Clarity | Session recordings, scroll/click heatmaps, mobile UX friction discovery |
| Email & Creative | Brevo / Mailchimp, Canva, Google Sheets | Lifecycle email automations, ad/social creatives, unit economics modelling |
Next Steps & Related Pathways
- View downloadable syllabi on the 2026 Curricula PDFs page or explore All Courses & Pathways.
- Automate Marketing with AI: Enrol in Prompt Engineering & AI Tools to build automated content, research, and CRM workflows with n8n/Zapier and LLMs.
- Build Your Own Custom Websites: Pair your marketing & SEO expertise with HTML Mastery and CSS Mastery.