Digital Marketing Fundamentals

Define a buyer persona and explain its role in marketing decisions.

Create a buyer persona for a fitness equipment buyer using a guided template covering demographics, interests, and pain points.

Map out the customer journey for someone purchasing fitness equipment online.

Identify key objections and concerns a customer might have when buying from a new dropshipping store.

Conduct basic competitor analysis of competing fitness equipment stores.

Explain how customer and competitor research informs messaging and channel selection.

Define Conversion Rate Optimization (CRO) and its importance for an e-commerce store.

Identify the essential elements of a high-converting e-commerce product page.

Write a compelling product description for a fitness equipment product.

Explain the role of trust signals (reviews, guarantees, secure checkout badges) in driving purchases.

Explain key UX principles for e-commerce: clarity, simplicity, and visual hierarchy.

Apply UX principles to design a clear and intuitive store navigation menu.

Apply UX principles to structure a product page layout for easy scanning and readability.

Create an effective call-to-action for product and landing pages.

Explain how search engines crawl, index, and rank web pages.

Conduct keyword research for fitness equipment products using free tools.

Explain the difference between on-page and off-page SEO.

Write SEO-optimized product titles and meta descriptions.

Integrate primary and secondary keywords naturally into a product description.

Use target keywords in product page headings (H1, H2s) and image alt-text.

Describe technical SEO elements (site speed, mobile-friendliness, URL structure) and use online tools to audit them.

Apply best practices for creating SEO-friendly URL structures for product and category pages.

Explain the purpose of content marketing for an e-commerce store.

Explain how content marketing supports SEO and drives organic traffic.

Identify content types that work well for fitness equipment (buying guides, workout tips, comparison posts).

Write a blog post outline targeting a specific keyword related to fitness equipment.

Create a simple content calendar for a fitness equipment store.

Describe how to repurpose a single piece of content across multiple channels.

Identify which social media platforms are most effective for marketing fitness equipment.

Set up and optimize a Facebook Business Page for a fitness brand.

Set up an Instagram Business Profile and link it to the Facebook Page.

Explain the key elements of an engaging social media post for e-commerce.

Explain how to use hashtags effectively on Instagram for product discovery.

Outline a daily engagement routine to grow an organic following on Instagram.

Outline content themes and post types for a one-week social media calendar.

Plan and create a short-form video concept (Reel or TikTok) to showcase a fitness product.

Explain how Meta Ads Manager works and its campaign structure (campaign, ad set, ad).

Explain the purpose and function of the Meta Pixel for tracking website activity.

Install and verify the Meta Pixel on an e-commerce store.

Explain the difference between campaign objectives (awareness, traffic, conversions) and when to use each.

Define key ad targeting options: demographics, interests, custom audiences, and lookalike audiences.

Create a custom audience based on website visitors using the Meta Pixel.

Write effective ad copy for a fitness equipment ad incorporating persuasion principles and a clear call-to-action.

Select compelling visuals for a fitness equipment ad that align with the target audience and platform best practices.

Set a daily budget, schedule, and select placements for a Facebook/Instagram ad campaign.

Assemble and launch a basic conversion-focused ad campaign in Meta Ads Manager.

Navigate the Meta Ads Manager reporting dashboard to find key performance metrics (Reach, CTR, CPC, ROAS).

Calculate return on ad spend (ROAS) using campaign data.

Determine the break-even ROAS for a product based on its profit margin.

Assess ad campaign profitability by comparing actual ROAS to break-even ROAS.

Based on initial campaign data, identify an element to A/B test (e.g., ad creative, headline).

Explain how Google Search Ads work (auction, bidding, Quality Score).

Conduct keyword research for Google Search Ads related to fitness equipment.

Write effective Google Search Ad copy with headlines and descriptions.

Explain how Google Shopping Ads work and their benefits for e-commerce.

Set up a Google Merchant Center account and verify website ownership.

Create and submit a basic product feed from the e-commerce platform to Google Merchant Center.

Install and verify the Google Ads conversion tracking tag on the store.

Create a remarketing audience in Google Ads (e.g., 'all website visitors') and explain how it can be used in Search and Shopping campaigns.

Explain the role of email marketing in e-commerce customer acquisition and retention.

Explain email deliverability basics and how to avoid spam filters.

Design a lead magnet or signup incentive to build an email subscriber list for a fitness store.

Explain email segmentation and how to apply it to an e-commerce audience.

Plan and write a 3-part welcome email sequence for a fitness brand (welcome offer, brand story, product showcase).

Implement an automated welcome email sequence using an email marketing platform.

Write an effective promotional email for a fitness equipment sale.

Set up an abandoned cart email sequence and explain its impact on revenue recovery.

Set up a Google Analytics account and connect it to the e-commerce store.

Identify and navigate key e-commerce reports in Google Analytics.

Set up Google Search Console and submit a sitemap for the store.

Use the Google Search Console Performance report to monitor clicks, impressions, and search queries.

Explain what UTM parameters are and how to use them to track marketing campaigns.

Calculate customer acquisition cost (CAC) for the fitness equipment store using campaign data.

Interpret traffic source data to compare channel performance and identify top-performing channels.

Create a weekly marketing performance dashboard using a spreadsheet.

Define marketing goals using the SMART framework for the dropshipping store.

Identify and evaluate potential fitness influencers for product promotion.

Write an outreach message to a potential fitness influencer.

Create a marketing budget for the first 90 days based on channel priorities and expected ROI.

Plan marketing activities for the first 30 days (pre-launch and launch week).

Plan marketing activities for days 31-90 (growth and optimization).

Establish criteria for scaling successful campaigns and cutting underperformers.

Outline a plan for long-term customer retention and repeat purchases.