Digital Marketing for Small Businesses in Jamaica

Module 1: Introduction to Digital Marketing

• What is digital marketing?

• Traditional vs digital strategies

• Overview of platforms (Facebook, Instagram, WhatsApp, Google)

• Why it matters for Jamaican businesses

Learning Outcomes:

By the end of this lesson, students will be able to:

• Understand what it means to have an "online presence"

• Set up or improve their Google Business Profile

• Create and optimize a Facebook Business Page

• Recognize the importance of consistent branding across platforms

• Use free tools to make their business more visible online

💬 1. Direct & Instant Communication

• WhatsApp allows real-time, two-way messaging with customers.

• You can answer questions, take orders, confirm bookings, and offer support — all instantly.

📲 2. High Engagement Rates

• WhatsApp messages have open rates of 98%, far higher than email or SMS.

• People tend to respond quickly, improving turnaround time for sales and service.

📦 3. Personalised Customer Experience

• You can send personalized messages, images, voice notes, and videos.

• Use customer's names, order history, or preferences for tailored interactions.

🤖 4. Automated Messages & Chatbots

• With WhatsApp Business API, you can automate:

  • Greeting messages

  • Away messages

  • FAQs or even sales flows via chatbots

🧾 5. Easy Sharing of Media and Docs

• Send product catalogs, invoices, PDFs, photos, or voice instructions quickly.

🛡️ 6. Secure & Trustworthy

• End-to-end encryption builds customer trust.

• Verified business profiles increase legitimacy.

🌍 7. Broad Reach

• WhatsApp is used by over 2 billion people globally, and is highly popular in Jamaica.

• Great for reaching both rural and urban customers.

💼 8. Cost Effective

• Free or low-cost compared to traditional ads or phone calls.

• Ideal for micro-businesses and startups.

Learning Outcomes:

By the end of this lesson, students will be able to:

• Understand how social media helps businesses grow

• Choose the right platforms for their target audience

• Create and schedule content consistently

• Use free or low-cost tools for planning and design

• Follow the 30-Day Content Strategy Template

Learning Outcomes:

By the end of this lesson, students will be able to:

• Understand how to use WhatsApp Business features effectively

• Create structured broadcasts for sales and customer follow-ups

• Build and manage a simple email marketing list

• Use free tools to send branded email campaigns

• Combine both channels to increase customer retention and sales

Learning Outcomes:

By the end of this lesson, students will be able to:

• Understand the difference between boosted posts and ads

• Set up a simple Facebook or Instagram Ad

• Identify their target audience by location, age, and interest

• Set a budget and schedule ads properly

• Know when to use Google Search Ads for visibility

Learning Outcomes:

By the end of this lesson, students will be able to:

• Understand the mindset needed to grow online consistently

• Create a 90-day digital marketing plan

• Avoid common digital marketing mistakes

• Know where to get help or scale up

• Feel confident taking their next digital step

This short quiz assesses your understanding of the key concepts covered throughout the course. From building your online presence to mastering WhatsApp, email marketing, and paid advertising, these multiple-choice questions will help reinforce your learning and prepare you to apply digital strategies confidently in the Jamaican business landscape. Instructions: Answer all 5 multiple-choice questions Only one answer is correct per question You must score at least 4 out of 5 to pass You can retake the quiz if necessary Time to Complete: ~5 minutes Passing Score: 80% Good luck — and remember, consistency builds digital success!