Digital Marketing Fundamentals
A Complete Strategy Course for Nigerian Business Owners and Marketing Teams
Nigerian businesses spend money on digital marketing every month. Many don't fully understand what they're paying for, what's working, or how to make better decisions. This cohort course changes that. Four live sessions over four weeks, covering every channel that matters for Nigerian businesses — social media, SEO, Google Ads, email, WhatsApp, and analytics — delivered by Brela's practitioners in small groups with live Q&A throughout.
Join the Waitlist
This course runs in cohorts. Join the waitlist and you’ll be the first to know when the next cohort opens — plus priority booking and early-bird pricing.
Who this course is for
This course is for you if…
- • You're a Nigerian business owner who wants to understand and direct your own digital marketing
- • You're a marketing professional who needs a structured foundation across all digital channels
- • You manage social media for your organisation but want to understand the broader picture
- • You're new to digital marketing and want a complete introduction with live expert guidance
This course is NOT for you if…
- • You want a deep dive into one specific channel — see the SEO course or Cybersecurity course instead
- • You're an experienced digital marketer with 3+ years across multiple channels
- • You want a purely self-paced experience with no live sessions
What you'll be able to do
- Understand how Nigerians use the internet and which platforms matter for your business
- Build a customer persona and a 90-day digital marketing plan
- Run a basic Meta Ads campaign and read the results
- Optimise your Google Business Profile and write effective Google Ads copy
- Build an email list and run welcome and promotional sequences
- Set up Google Analytics 4 and build a simple monthly marketing report
- Prioritise channels and budget with limited time and resources
Course curriculum
- • Part A: The Nigerian Digital Marketing Landscape (90 min)
- • How Nigerians use the internet — devices, platforms, and behaviour
- • The major digital marketing channels and what each one does
- • What works in Nigeria vs what works elsewhere — the important differences
- • The key platforms: Instagram, Facebook, LinkedIn, TikTok, Google, YouTube, WhatsApp
- • Overview of digital advertising in Nigeria — where businesses are investing and why
- • Part B: Building Your Strategy (75 min)
- • Setting digital marketing objectives: awareness, leads, sales, retention
- • Building a customer persona for your Nigerian audience
- • Channel selection: which platforms your business should be on and why
- • Setting a realistic digital marketing budget with Nigerian market benchmarks
- • Building a simple 90-day digital marketing plan
Exercise: Build your customer persona and select your channels for your business
- • Part A: Social Media Strategy (90 min)
- • Platform deep-dive: Instagram, Facebook, LinkedIn, and TikTok for Nigerian businesses
- • How the algorithm works on each platform — what gets reach and what doesn't
- • Content types: video, carousels, static posts, Stories, Reels, LinkedIn articles
- • Building a content calendar: how often to post and what to post
- • Writing captions that connect with Nigerian audiences
- • WhatsApp Business: broadcast lists, status, catalogue, and quick replies
- • Part B: Meta Ads Fundamentals (75 min)
- • How Meta Ads work: the auction, audience targeting, and ad delivery
- • Campaign objectives: awareness, traffic, leads, and conversions
- • Audience targeting for Nigerian audiences: interests, demographics, custom audiences
- • Ad formats: single image, carousel, video, and lead ads
- • Setting a budget: what a realistic Nigerian ad spend looks like
- • Reading your results: reach, impressions, CPM, CPC, CTR, ROAS
Exercise: Build a 2-week social media content calendar for your business
- • Part A: SEO for Business Owners (75 min)
- • How Google search works and why it matters for your business
- • Keyword research: finding what your Nigerian customers are searching for
- • On-page SEO: the elements you can control on every page
- • Google Business Profile: setting up and optimising for local search
- • Content strategy: why publishing the right content is your biggest SEO lever
- • Realistic Nigerian SEO timelines and when to hire versus do it yourself
- • Part B: Google Ads (75 min)
- • How Google Ads works: the auction, Quality Score, and Ad Rank
- • Search campaigns: targeting people already searching for your service
- • Keyword match types and writing ad copy that gets clicked
- • Conversion tracking: measuring leads and sales from your ads
- • Nigerian Google Ads benchmarks: average CPC by industry
- • Google Ads vs Meta Ads: which channel for which objective
Exercise: Optimise your Google Business Profile and write a Google Ad for your main service
- • Part A: Email Marketing for Nigerian Businesses (75 min)
- • Why email outperforms social media for retention and revenue
- • Building an email list: lead magnets, landing pages, and opt-in strategies for Nigeria
- • Email platforms: Mailchimp, Brevo, and Nigerian-friendly options
- • Email types: newsletters, promotions, automations, and sequences
- • Writing subject lines that get opened by Nigerian audiences
- • Email deliverability: why emails go to spam and how to avoid it
- • Part B: Analytics and Putting It All Together (75 min)
- • Google Analytics 4: setting it up and reading your data
- • Key metrics for every channel — what to look at and what to ignore
- • Building a simple monthly marketing report
- • Your 90-day digital marketing plan: bringing everything from Sessions 1–3 together
- • Prioritising with limited time and budget
- • Final Q&A — bring your specific business questions
- • Course close: certificate information and next steps
Requirements
- No prior digital marketing experience required
Course summary
- Cohort-based — 4 live sessions over 4 weeks (Zoom)
- 4 weeks · approximately 3 hours per live session
- Maximum 20 participants
- Yes — Brela Certificate of Completion
- Live Q&A in every session + WhatsApp group throughout
- Live on Zoom · recordings and materials via Selar
What's included
Course materials
- • 4 live Zoom sessions (3 hrs each)
- • Session recordings within 24 hrs
- • Slide decks for every session
- • Templates: content calendar, audience persona, 90-day marketing plan
- • Exercise briefs and answer guides
- • Lifetime access
Support
- • Live Q&A in every session
- • WhatsApp group for the 4-week cohort + 30 days after
- • Between-session exercise feedback
- • Peer discussion with cohort members
After completion
- • Brela Certificate of Completion
- • Suitable for LinkedIn and professional portfolios
- • Invitation to alumni WhatsApp community
- • Access to recording updates
Pricing
NGN — pay via Paystack on Selar₦75,000 per seat
USD — pay via Stripe$55 per seat
Group booking (3+ seats)Contact us at [email protected]
Corporate teams (5+)See corporate training programme
Need training for a team of 5 or more? See our corporate training programme.
Join the Waitlist
This course runs in cohorts. Join the waitlist and you’ll be the first to know when the next cohort opens — plus priority booking and early-bird pricing.
Digital Marketing Fundamentals — common questions
Ready to join the waitlist?
Join the waitlist and we'll notify you the moment the next cohort opens, plus priority booking and early-bird pricing.