01
Posting without a plan
Posts, emails and boosts go out when there is time, each one a guess. Nobody can say which ones brought in a customer, so the next month starts from scratch again.
Camderson Academy · CA-MS-003
Turn your marketing into a plan that brings in customers.
A practical, self-paced course for small business owners, solo marketers and everyone on a small team who helps with marketing. Start with the customers you serve best, make your website clear, get found in search, build an email and text list with permission, use social and small paid tests wisely, and pull it together in a 90-day plan.
About 7 hours · 18 lessons with video · Beginner · Self-paced · Tools and templates you keep · 30-day money-back guarantee
Busy marketing is not the same as a plan.
02
Hard to find, harder to choose
Customers search, check reviews and look at your website on a phone. A thin listing, a confusing page or no clear next step sends them to someone else.
03
Money spent, results unclear
Small budgets go to tools and ads that sound promising. Without a simple scorecard, it is hard to tell what to keep, what to fix and what to stop.
Learning outcomes
What you will be able to do
Eight practical outcomes, each practiced in an exercise and checked in the final assessment or the capstone.
- Explain how owned, earned and paid channels work together and tie marketing goals to business results.
- Define the customers you serve best and write a clear, honest message and offer.
- Improve a website so visitors understand it quickly, can use it on any device and know what to do next.
- Track results with key events, tagged links and a simple scorecard.
- Get found in search and local results with search basics, a Business Profile, reviews and helpful content.
- Build a permission-based email and text program that follows current rules.
- Use social media, partners and small paid tests responsibly, with clear disclosures.
- Build a budget, a scorecard and a 90-day digital marketing plan.
The Camderson method
Teaching tools for small business marketing you can use tomorrow
The Customer Snapshot and the Value Line
Who they are · The job · Where they look · What worries them · What convinces them · Specific · Provable · Customer-first · Actionable
Describe the customers you serve best and the job they hire you for, then write one clear, honest line about what you offer and what to do next.
The Five-Second Check and the Local Listing Checklist
What do you do · Who is it for · What next · Details that match · Categories · Hours · Photos · Review replies
Make sure a visitor understands your page in seconds, and that your Business Profile and reviews help local customers choose you.
The Permission Path and the Send Check
Something worth signing up for · Ask clearly · Collect only what you need · Welcome right away · One job · True subject · Tagged links · Required parts · Test send
Grow an email and text list people asked to join, then check every send so it is useful, honest and follows the rules.
The Small Test Card and the Marketing Scorecard
Question · Prediction · Setup · Stop rule · Measure · Decision · Top line · Funnel · By channel · Health
Run small, capped tests instead of big bets, then track the few numbers that show what is working and decide what to do next.
Know them. Reach them. Measure it.
Curriculum
Inside the course
Six modules, 18 lessons with worked examples and video
01
Marketing That Starts with Customers
What digital marketing can and cannot do for a small business, the Customer Snapshot for the customers you serve best, and the Value Line for a clear, honest message and offer.
02
Your Website as the Hub
The Five-Second Check for a page visitors understand quickly, a speed and accessibility pass for every device, and key events with tagged links so you can see what works.
03
Getting Found in Search
How search works, your Business Profile and reviews with the Local Listing Checklist, and a Question Bank for content that answers what customers ask.
04
Email and Text Marketing
The Permission Path for building a list, the Send Check for emails people open and act on, and the Text Consent Check for texting that starts with consent.
05
Social Media and Paid Ads
The Channel Fit Grid for choosing where to show up, a monthly plan with partners, reviews and the Disclosure Check, and the Small Test Card for paid ads on a small budget.
06
Measure, Budget and Plan
The Marketing Scorecard for the few numbers that matter, a budget with tools and customer data handled with care, and your 90-Day Marketing Plan.
What is included
Skills, tools and templates you keep and use in your business
- 18 lessons, each with a written lesson, worked examples and figures, and a narrated lesson video, at your own pace
- A running example from Brindle Street Bakehouse, a fictional family-owned bakery and cafe growing its custom cake and office catering orders
- A fillable Workbook with Try it and Reflect pages for every lesson
- Marketing Plan Templates (Word) with 17 templates, including the Customer Snapshot, Value Line, Local Listing Checklist, Send Check, Small Test Card, Marketing Scorecard and 90-Day Marketing Plan
- An Email and Text Message Library with 12 ready-to-adapt messages, from a welcome series to review replies and partner notes
- A Marketing Tracker spreadsheet with live formulas for your monthly results, channels, tests and budget, plus a practice version with solutions
- Quick Reference Cards and the Brindle Street Case Pack
- An optional visual companion PDF with every lesson slide
- Knowledge checks for every module and a 20-question final assessment
- A 90-Day Digital Marketing Plan capstone for your own business or a fictional mobile pet grooming business, reviewed by a person
- A Camderson Academy Certificate of Completion when you pass the final assessment and the capstone
- Access to the Camderson Academy community
Is this course right for you?
This course is for you if
- You own or work in a small business and help with its marketing: owners, solo marketers, office and front-of-house staff who post or answer reviews, part-time coordinators, salespeople, freelancers and team members in any role
- You post, email or advertise now and then but have no plan, no clear way to tell what works, or a budget that disappears without results you can see
- You want practical templates, checklists and a tracker you can use this week, and a 90-day plan you can follow
It is not the right fit if
- You mainly want to sell to the leads you already have (CA-MS-001 Sales Fundamentals & Customer Acquisition covers that)
- You want to keep customers once they buy (CA-MS-002 Customer Experience Excellence covers that)
- You need advanced, channel-specific training such as technical SEO or managing large ad accounts (this course gives the plan and the basics of each channel)
- You need legal advice on email, texting, privacy or advertising rules for a specific situation (the course points you to the official sources and a qualified adviser)
Your instructor
Meet your instructor
Ruben Tejada
MA, MS, PHR
Managing Partner · Leadership & Organizational Effectiveness
Ruben Tejada is a strategic advisor and organizational leader whose career spans healthcare, public service, human resources, operations, and learning and development. He has advised executives and leaders on leadership development, talent development, employee experience, culture and succession planning, and has led initiatives to strengthen leadership accountability and build workforce capability. That work gives him a practical view of how small teams turn a clear plan into steady, everyday habits. In this course he helps you build a digital marketing plan you can actually run, one channel and one small test at a time.
About
About Camderson Academy
Camderson Academy is the education division of Camderson Advisory Services. Camderson helps leaders build organizations that work without them in the room. Everything we teach has been used in a real organization first.
Training a team?
We offer group enrollment for teams and whole organizations that want everyone who helps with marketing, in every role and department, to share the same plan, tools and language. Email connect@camderson.com to talk through your group.
Frequently asked questions
Do I need any experience or a previous course?
No. This is a beginner course. It works whether you are new to marketing or have been posting and emailing for years without a plan, and no marketing degree is needed.
Who is this course for?
Small business owners, solo marketers and everyone on a small team who helps with marketing, in any role: owners, office and front-of-house staff, part-time coordinators, salespeople and freelancers. The examples come from a bakery and cafe, and the tools fit service businesses, shops, studios, clinics, trades and nonprofits too.
How long do I have access?
Your access does not expire. We review the course regularly, and any updates are added for you at no extra cost.
How long does it take?
About 7 hours in total, including the written lessons and their videos, the Try it exercises, the knowledge checks, the final assessment and the capstone. Everything is self-paced, and most exercises use your own business and customers.
Do I have to use my own business for the capstone?
No. You can build your 90-Day Digital Marketing Plan for the fictional Pawsworth Mobile Grooming using the brief included. If you use a real business, leave out customers' names, contact details and anything confidential.
Is this legal advice?
No. This course is general education about digital marketing. It is not legal advice. Rules on email, texting, reviews, endorsements, advertising, accessibility and privacy change and vary by location and business, so check the official sources named in each lesson and talk with a qualified adviser before you rely on a rule, launch a campaign that collects personal information, or send messages in bulk.
Is the certificate accredited, or does it carry professional credit?
Neither. You receive a Camderson Academy Certificate of Completion after passing the final assessment and the capstone, a 90-day marketing plan that a person reviews. It is not an academic credential and does not carry continuing education or other professional credit.
Is there a money-back guarantee?
Yes. You are covered by a 30-day money-back guarantee. If the course is not right for you, email connect@camderson.com within 30 days of purchase and we will refund you in full. No questions asked. Your course access ends when the refund is issued.
What tools do I need?
A spreadsheet program that opens .xlsx files (Microsoft Excel, Google Sheets, Apple Numbers or LibreOffice Calc), a word processor that opens .docx files and a PDF reader. You do not need to buy any marketing software; the lessons use free tools where they can. All templates and practice files are included as downloads.
Know them. Reach them. Measure it.
Self-paced, about 7 hours, with a Workbook, 17 Marketing Plan Templates, an Email and Text Message Library, Quick Reference Cards and a Marketing Tracker spreadsheet to help you reach the right customers, get found, grow a list with permission, test small and build a 90-day plan you can run.
Backed by our 30-day money-back guarantee.
This course earns a Camderson Academy Certificate of Completion. It is not an academic credential and does not carry continuing education or other professional credit. This course is general education about digital marketing. It is not legal advice. Rules on email, texting, reviews, endorsements, advertising, accessibility and privacy change and vary by location and business, so check the official sources named in each lesson and talk with a qualified adviser before you rely on a rule, launch a campaign that collects personal information, or send messages in bulk.