FunnelGym

Digital Marketing Specialist

Get to know every digital marketing channel and build your first campaigns with your own hands.

Level
Beginner
Duration
~35 hours
Live
47/101
Free
4
Start the free workoutExplore the learning path

No credit card required. No marketing experience needed.

Hands at a laptop and an open notebook with sketched boxes and arrows on a café table, a tram passing outside the window

Program map

47

47 of 101 workouts live today

One bar per module, in program order.

Has free workouts
Pro
Coming soon

From the fundamentals to your own work.

Shared foundations, a focused specialty, and projects that bring your practice together.

  1. 1The Marketing Funnel1 freeThe journey that turns a stranger into a customer, and a customer into a loyal fan, plus the metrics that measure each stage.6 workouts, 35 min

    See the full module guide

    Portfolio project: Map a brand's funnel. A one-page funnel map: stages, metrics, the weakest stage and two improvement ideas.

    Open project
  2. 2Target Audience and Value PropositionNo ad works until you know who you are selling to: personas, segmentation and a clear value proposition.5 workouts, 29 min

    See the full module guide

    Portfolio project: Write two personas and a value proposition. Two persona cards, plus a value proposition for each persona backed by three pieces of evidence.

    Open project
  3. 3Marketing Metrics and KPIsKnowing which numbers really matter: choosing KPIs, unit economics, profitability and setting realistic targets.6 workouts, 37 min

    See the full module guide

    Portfolio project: Design a KPI dashboard for an online store. A metric tree diagram, a break-even ROAS calculation and a draft dashboard with 5 KPIs to track every week.

    Open project
  4. 4The Digital Channel MapSearch, social media, marketplaces, email and messaging: what each channel is good for and where your customers actually spend their time.6 workouts, 34 min

    Portfolio project: A channel plan for the first 90 days. A budget split by channel, the role of each channel and success metrics for the first 90 days.

    Open project
  5. 5Ad Copywriting BasicsCopy that grabs attention in the first line, sells a benefit and gets people to act: hook, body, CTA and formulas that work.6 workouts, 34 min

    Portfolio project: 10 ad copy variations for one product. 10 copy variations, the hypothesis each one tests and the audience it will be shown to.

    Open project
  6. 6Landing Pages and OffersComing soonThe page the ad sends people to: message match, page structure, offer design, no-code tools and the numbers that tell you if it works.6 workouts, 34 min
    • 1Message match: the ad and the page must say the same thing5 minComing soon
    • 2Anatomy of a landing page that converts6 minComing soon
    • 3Designing the offer: lead magnet, trial, consultation, discount6 minComing soon
    • 4Building one with no-code tools: Webflow, Framer, WordPress, Carrd6 minComing soon
    • 5Forms, friction and the thank-you page5 minComing soon
    • 6Landing page metrics: conversion rate, cost per lead, speed6 minComing soon

    Portfolio project: Build a landing page for a local service. A live no-code page or a complete mockup, the matching ad, and a form-to-CRM handoff plan.

  7. 7Google Ads BasicsStart here3 freeCapturing intent on the Search Network: account structure, keyword match types, responsive search ads and Quality Score.6 workouts, 37 min

    Portfolio project: Build a search campaign for a local service. A campaign structure sheet you could import into Google Ads Editor, a negative keyword list and an estimated CPA calculation.

    Open project
  8. 8Meta Ads BasicsComing soonAdvertising on Instagram and Facebook: build your first campaign with the right objective, audiences, placements and budget.6 workouts, 36 min
    • 1Choosing an objective: awareness, traffic or sales?6 minComing soon
    • 2Campaign, ad set, ad: how Meta is structured5 minComing soon
    • 3Audiences: broad targeting, custom and lookalike audiences7 minComing soon
    • 4Placements and formats: Reels, Stories, Feed6 minComing soon
    • 5The learning phase and budget: why patience pays6 minComing soon
    • 6Reading Ads Manager reports6 minComing soon

    Portfolio project: Your first $1,000-a-month Meta campaign. A campaign setup plan, a creative brief and an optimization checklist for the first 30 days.

  9. 9Retargeting and Full-Funnel Ad StructureComing soonShowing the right ad to people who already know you: audiences by funnel stage, frequency, creative per stage and how to measure it honestly.6 workouts, 36 min
    • 1Why most visitors need a second touch5 minComing soon
    • 2Building retargeting audiences: site, video, engagement, customer lists6 minComing soon
    • 3A different message for each stage: cold, warm, hot6 minComing soon
    • 4Frequency caps, exclusions and ad fatigue6 minComing soon
    • 5Structuring a full-funnel account on Meta and Google7 minComing soon
    • 6Measuring retargeting honestly: incrementality over ROAS6 minComing soon

    Portfolio project: Design a full-funnel campaign. A campaign structure sheet (audiences, budgets, creative angle per stage), exclusion and frequency rules, and a measurement plan.

  10. 10SEO BasicsComing soonUnderstanding how search engines work, choosing the right keyword and optimizing a page for it.6 workouts, 36 min
    • 1Crawling, indexing, ranking6 minComing soon
    • 2Keyword research and search intent7 minComing soon
    • 3On-page SEO: title, meta description, heading tags6 minComing soon
    • 4Content quality and E-E-A-T6 minComing soon
    • 5Internal linking and site structure5 minComing soon
    • 6A first look at Google Search Console6 minComing soon

    Portfolio project: SEO for a category page. A keyword map, an optimized page draft and a before/after comparison table.

  11. 11Social Media Strategy and Content CalendarComing soonWhich platform, for whom, how often and in what tone: platform choice, brand voice, content pillars and a calendar.6 workouts, 35 min
    • 1Which platform is for whom? Instagram, TikTok, LinkedIn, YouTube, X6 minComing soon
    • 2Brand voice and visual identity5 minComing soon
    • 3Content pillars: knowing what to post6 minComing soon
    • 4The content calendar and key dates6 minComing soon
    • 5What do the algorithms reward?6 minComing soon
    • 6The social media report: from reach to sales6 minComing soon

    Portfolio project: A one-month social media calendar. A monthly content calendar, a one-page brand voice guide and 5 posts ready to publish.

  12. 12Email Marketing BasicsComing soonFrom building an opt-in list to landing in the inbox: email types, subject lines, design, deliverability and metrics.6 workouts, 36 min
    • 1Building an opt-in list: pop-ups, forms and incentives6 minComing soon
    • 2Newsletters, campaigns and triggered emails5 minComing soon
    • 3Subject lines and preview text6 minComing soon
    • 4Mobile-first email design6 minComing soon
    • 5Deliverability: SPF, DKIM, DMARC and the spam folder7 minComing soon
    • 6Can you still trust open rates? Email metrics6 minComing soon

    Portfolio project: A campaign email and an A/B test. The email copy and a design draft, an A/B test plan and a results evaluation template.

  13. 13Pricing, Offers and Buying PsychologyComing soonWhy people say yes: anchoring, decoy pricing, scarcity, guarantees and bundles, and how to use them without misleading anyone.6 workouts, 34 min
    • 1Anchoring: the first number changes every number after it6 minComing soon
    • 2Decoy pricing and three-tier offers6 minComing soon
    • 3Scarcity and urgency without burning trust6 minComing soon
    • 4Guarantees, trials and risk reversal5 minComing soon
    • 5Bundles, price framing and "per day" math6 minComing soon
    • 6Where persuasion becomes a dark pattern5 minComing soon

    Portfolio project: Redesign a pricing page. A pricing page wireframe, a one-page rationale mapping each element to a principle, and a list of tactics you deliberately avoided.

  14. 14Google Analytics 4 BasicsComing soonUnderstanding GA4's event-based model, reading its reports, and tagging and interpreting traffic sources correctly with UTMs.6 workouts, 37 min
    • 1The event-based model: everything is an event6 minComing soon
    • 2GA4 property, data stream and core settings6 minComing soon
    • 3Traffic sources, UTMs and channel groups7 minComing soon
    • 4Standard reports and Explorations6 minComing soon
    • 5Key events and e-commerce events6 minComing soon
    • 6Interpreting the numbers: why is "direct" so high?6 minComing soon

    Portfolio project: A UTM standard and a GA4 channel analysis. A UTM naming standard, a UTM builder sheet and a channel performance report.

  15. 15Local Business Marketing and Google Business ProfileComing soonReaching customers in your neighborhood: Google Business Profile, map rankings, review management and local ads.6 workouts, 34 min
    • 1Setting up a complete Google Business Profile6 minComing soon
    • 2Ranking higher on maps: proximity, relevance, prominence6 minComing soon
    • 3Getting reviews and replying to negative ones6 minComing soon
    • 4Location and service area pages5 minComing soon
    • 5Local ads: campaigns built around calls and directions6 minComing soon
    • 6Apple Maps, Bing Places and local directories5 minComing soon

    Portfolio project: A local visibility plan for a brunch spot. A Business Profile audit checklist, a review collection flow, sample review replies and local visibility goals for the next 3 months.

  16. 16AI in MarketingMake AI your teammate for content, ad creative, analysis and research, and understand how AI search is changing marketing.6 workouts, 35 min

    Portfolio project: Build an AI-assisted campaign workflow. A prompt library with at least 8 prompts, the campaign materials you produced and a workflow diagram showing where human review comes in.

    Open project
  17. 17Portfolio, Resume and InterviewsProve what you have learned to a recruiter: a project portfolio, an ATS-friendly resume, a LinkedIn profile and case interview practice.6 workouts, 35 min

    Portfolio project: Capstone case: an end-to-end marketing plan. A 10-slide capstone presentation, a one-page ATS-friendly resume and a case summary for your portfolio page.

    Open project

47 of 101 workouts in this program are live today, across 17 modules. Workouts take 5 to 7 minutes; projects need a longer, focused session.

What you'll be able to practice

The recommended starting path. From the funnel and target audience to Google and Meta ads, SEO, social media, email and GA4, you practice the fundamentals a digital marketing specialist uses every day through realistic small-business scenarios. By the end, you know which channel you want to specialize in, and you apply for roles with projects you can show in your portfolio.

Roles it prepares you for

Job titles you'll see in listings for this work. Titles differ from company to company, so read the duties in the listing, not just the title.

  • Digital Marketing Specialist
  • Digital Marketing Coordinator
  • Marketing Specialist
  • Digital Marketing Executive
  • Marketing Coordinator

What the work looks like day to day, pay by level and country, and how the role grows: Digital Marketing Specialist

  • Map a brand's marketing funnel and find the stage where the most customers drop off.
  • Set up a Google search campaign on a $50 daily budget and a Meta campaign on $1,000 a month.
  • Optimize a page for a target keyword and fully manage a Google Business Profile.
  • Prepare a monthly social media calendar and a campaign email for an opt-in list.
  • Separate traffic sources in GA4 with a UTM standard and interpret channel performance.
A printed one-page report with a blue bar chart on a desk, a hand holding a pen beside it

Work you can explain.

A portfolio project at the end of every module.

Example portfolio direction

Map a brand's funnel

Using the ad and sales data of a fictional brand, map every stage of its funnel, pick one metric for each stage and find the stage where the most customers drop off.

What you hand in: A one-page funnel map: stages, metrics, the weakest stage and two improvement ideas.

How the project is judged

  • Accuracy
  • Diagnosis
  • Ideas
  • Clarity

A clear place to begin.

Built for complete beginners and career switchers. You don't need a client account or your own ad budget: you work with realistic, fictional-brand scenarios.

Start with one decision.

Your first workout is ready when you are.

Open the free workout

No credit card required. No marketing experience needed.