Digital Marketing for Beginners Tools, Skills and Resources

<!-- Key on-page SEO elements in a blog page's <head> -->
<title>Easy Monsoon Skin Care Tips for Oily Skin | Brand</title>
<meta name="description"
      content="Simple monsoon skin care tips for oily skin: cleansing,
               light moisturisers and habits that help.">
<link rel="canonical" href="https://www.example.com/monsoon-oily-skin-tips">

<!-- In the body: one clear H1 that matches the topic -->
<h1>Monsoon Skin Care Tips for Oily Skin</h1>
<img src="cleanser.webp" alt="Gentle foaming cleanser for oily skin">

Keyword planning sheet (one row per page)

Keyword             | Search intent  | Page type     | Priority
--------------------|----------------|---------------|---------
monsoon skin care   | informational  | blog guide    | High
oily skin cleanser  | commercial     | product list  | Medium
best face wash oily | comparison     | review page   | Medium

Intent tells you what kind of page will rank:
learn -> guide, compare -> review, buy -> product page.

<!-- After the standard GA4 tag is installed on the site -->
<button id="enquiry-btn">Book a free consultation</button>

<script>
  document.getElementById("enquiry-btn").addEventListener("click", function () {
    gtag("event", "generate_lead", {
      lead_source: "homepage_button"
    });
  });
</script>

<!-- Mark 'generate_lead' as a key event (conversion) in GA4
     to track how many visitors click the button. -->

UTM tags tell analytics where a visitor came from.

Base URL:
https://www.example.com/offer

Instagram bio link:
https://www.example.com/offer?utm_source=instagram&utm_medium=social&utm_campaign=diwali_sale

Email newsletter:
https://www.example.com/offer?utm_source=newsletter&utm_medium=email&utm_campaign=diwali_sale

Rules: use lowercase, keep names consistent,
and record every link in a shared sheet.

Campaign sheet columns:
A: Campaign  B: Impressions  C: Clicks  D: Leads  E: Spend

CTR (F2):              =IFERROR(C2/B2, 0)
Conversion rate (G2):  =IFERROR(D2/C2, 0)
Cost per lead (H2):    =IFERROR(E2/D2, 0)

Format F and G as percentages.
Use conditional formatting to highlight the lowest
cost per lead in green.

Weekly marketing report (one page)

1. Headline: what changed this week (one sentence)
2. Traffic: sessions by channel (organic, social, paid, email)
3. Results: leads or sales, conversion rate
4. Best performer: post, ad or page - and why
5. Weakest performer - and what we will change
6. Next week's test: one experiment with a clear goal

Always compare with the previous week, not in isolation.

Week 1  Marketing basics: funnel, audience, positioning
Week 2  Start a blog or page on a topic you know well
Week 3  SEO: keyword research + 2 optimised articles
Week 4  Set up GA4 and Search Console for your site
Week 5  Social media: content calendar, 12 posts
Week 6  Email: simple welcome sequence (3 emails)
Week 7  Paid ads basics: small test or a mock campaign plan
Week 8  Results report + portfolio case study

Date   | Platform  | Topic                 | Format   | Goal        | Result
-------|-----------|-----------------------|----------|-------------|-------
Mon 10 | Instagram | 3 monsoon skin tips   | Carousel | Saves       |
Wed 12 | Blog      | Oily skin guide       | Article  | Search visits |
Fri 14 | LinkedIn  | Lesson from a test    | Post     | Comments    |

Review every Sunday: keep what works, drop what does not.

Portfolio case study

Project: ______________________
Goal: (e.g. grow visits, get enquiries)
Audience: _____________________
What I did:
- SEO:
- Social:
- Email / ads:
Results (real numbers from analytics only):
- 
What I learned:
- 
What I would test next:
-