What you learn
- The marketing vocabulary: impressions, CTR, conversion, lead, funnel, upsell
- Lead magnets, capture forms, and double opt-in as a legal requirement in the EU and CH
- Sending email from your own domain versus a third-party provider
Summary
You can build the best tool in the world and earn nothing if nobody finds it and nobody comes back. Marketing is the plumbing that fixes that: it captures interested strangers, earns permission to contact them, and nurtures them toward becoming customers. This lesson teaches the vocabulary so you can plan and talk about growth precisely, the mechanics of lead magnets and capture forms, the funnel that turns a contact into a customer, and the legal rules - especially double opt-in - that you must follow when you collect and email people in Europe and Switzerland.
What you will learn
You will learn the core marketing terms (impressions, click-through rate, conversion, lead, funnel, upsell), how to design a lead magnet worth an email address, how newsletter and contact forms actually capture a contact, why double opt-in is a legal requirement and not a nicety in the EU and CH, and the trade-offs between sending email from your own domain and using a third-party provider.
Prerequisites
A live site from Course 1 or 3 to put a form on, and the automation basics from earlier in this course - a funnel is just an automation triggered by a form submission. The legal context from CLAUDE.md (GDPR, FADP, US state laws) is directly relevant here, because email marketing is one of the most regulated things a small business does.
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The problem
Founders pour effort into a product and then "do marketing" as a vague afterthought, usually meaning a few social posts that reach no one. They have no way to capture the handful of genuinely interested people who do show up, no permission to follow up, and no language to even diagnose what is failing. Is the problem that nobody sees the page (impressions), that they see it and do not click (CTR), or that they click and do not act (conversion)? Without the vocabulary and the plumbing, you cannot tell, so you cannot fix it.
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