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Digital Marketing Essentials

SEO, content, ads, analytics.

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About this course

Plan a campaign, write copy that converts, run a small ads budget, and prove the ROI with real metrics.

You think marketing is just posting pictures on Instagram or sharing WhatsApp status? My friend, that's like saying driving a danfo is just turning the steering wheel. There's a lot more to it. Marketing, especially online, is about intentionally moving a specific person from point A to point B. It's not random. It’s a calculated journey you create for them.

Who this course is for

For business owners who need customers, job seekers who want the most-advertised marketing skill, and freelancers who want a service they can sell to any SME. It assumes no marketing background and is structured around one real campaign rather than theory.

What you'll learn

By the end you will be able to

Pay, demand and the market in Nigeria

Digital marketing is consistently one of the top three skills in Nigerian job listings, and every SME that sells on Instagram or WhatsApp needs it. In 2026 entry-level digital marketing roles pay ₦120,000 to ₦300,000 a month, experienced managers ₦400,000 to ₦1.2 million, and freelancers charge ₦50,000 to ₦300,000 a month per SME client for social and ads management, with performance bonuses common. Agencies and international clients pay more for people who can show measurable results, which is why the course ends with a live campaign.

Tools and what it costs to start

Free accounts on Meta Business Suite, Google Analytics 4, Google Search Console and Canva, plus a small ad budget for the project (₦5,000 to ₦20,000 is enough to learn on). A phone can run the whole course; a laptop makes reporting easier.

Course syllabus — 11 lessons

  1. What 'marketing' actually means online9 min
  2. Keywords people actually search for14 min
  3. Your content plan and social presence15 min
  4. Being found locally: Google Business Profile and reviews15 min
  5. Writing one good ad12 min
  6. Running a tiny ad budget18 min
  7. After the click: landing pages, WhatsApp and conversion15 min
  8. Keeping customers: email, SMS and WhatsApp broadcasts15 min
  9. Measuring what works16 min
  10. The 30-day marketing plan and budget16 min
  11. Project: live campaign60 min

Your project

Digital Marketing Campaign for a Local Business

A link to a Google Drive folder containing screenshots of your Meta Ads campaign setup and results, a photo/screenshot of your content plan, and a written summary of your experience and reflections (max 500 words).

A real campaign for a local business: the plan, the content, a live Meta Ads campaign with screenshots of setup and results, and a written summary of what happened and what you would change. It is graded on strategy, execution and honest measurement, not on vanity metrics.

Certificates on Skillnaija are earned, not issued for attendance: you submit this project, it is graded against a rubric, and passing issues a certificate anyone can verify. See the full project brief, rubric and free workbook →

Frequently asked questions

Is Digital Marketing Essentials free?

Yes. Digital Marketing Essentials is completely free on Skillnaija. You need a free account to open the lessons, and there is no charge for the course, the project, or the certificate.

How long does Digital Marketing Essentials take to complete?

8 weeks · ~4 hrs/week. There are 11 lessons, about 3 hours of material in total. You learn at your own pace and your progress is saved.

Do I need any experience to start Digital Marketing Essentials?

Beginner-friendly. You can start from scratch — no prior experience is assumed.

What will I learn in Digital Marketing Essentials?

You will build practical skills in SEO basics, Content writing, Meta Ads, GA4, Content planning, Google Business Profile and local search, Landing pages and WhatsApp conversion, Customer retention, Measuring campaigns, Building a 30-day marketing plan. Every lesson is written for a Nigerian context, with examples drawn from how the work is actually done and paid for here.

Do I get a certificate for Digital Marketing Essentials?

Yes, but it has to be earned. You complete the course project — Digital Marketing Campaign for a Local Business and submit it for grading. Passing the project issues a verifiable certificate; finishing the lessons alone does not.

Can I learn digital marketing for free in Nigeria?

Yes — this course is free, and Meta and Google's own certifications are free too. The difference is that this one makes you run a real campaign and grades it, which is what employers and clients ask about.

How much do digital marketers earn in Nigeria in 2026?

Roughly ₦120,000 to ₦300,000 a month at entry level, ₦400,000 to ₦1.2 million for experienced managers, and ₦50,000 to ₦300,000 per client per month for freelancers. Results, not certificates, move you up the range.

Which is better to learn first: SEO or paid ads?

Paid ads give faster feedback and are what most SMEs pay for first; SEO compounds over months. This course gives you a working grasp of both and points you to the SEO for Beginners and Paid Ads courses for depth.

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It's free, it's self-paced, and it ends with something you can show an employer.

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