Module 10: Modern Workflow & Cyber Review

Learning Objectives

By the end of this module, you will:

Build automated workflows using Zapier/Make
Connect marketing tools into a unified system
Understand AI ethics in marketing practices
Complete a final security audit checklist
Integrate all course learnings into a cohesive strategy

1. Why Workflow Automation Matters

The Digital Marketer’s Time Problem

Task	Manual Time	Automated
Lead notification	5 min/lead	Instant
Social posting	30 min/day	Scheduled
Report compilation	2 hours/week	Auto-generated
Follow-up emails	15 min/lead	Triggered

ROI of Automation:

Save 10+ hours/week on repetitive tasks
Reduce human error in data entry
Faster response times to leads
Consistent execution of processes

The Automation Mindset

Ask yourself:

Do I do this task more than once?
Is it triggered by a specific event?
Does it follow predictable steps?
Could a machine do it faster?

If yes to 3+ → Automate it

2. Introduction to Zapier

What is Zapier?

A no-code platform that connects 5,000+ apps and automates workflows.

Key Concepts:

Zap = An automated workflow
Trigger = The event that starts the automation
Action = What happens after the trigger
Multi-step = Chain multiple actions together

Anatomy of a Zap

TRIGGER: New form submission (Google Forms)
    ↓
ACTION 1: Create contact (HubSpot)
    ↓
ACTION 2: Send welcome email (Gmail)
    ↓
ACTION 3: Notify team (Slack)
    ↓
ACTION 4: Add to spreadsheet (Google Sheets)

Common Marketing Automations

Lead Management:

Form submission → CRM → Email sequence → Sales notification

Content Distribution:

Blog published → Social posts → Email newsletter → Analytics log

Customer Onboarding:

Purchase → Welcome email → Access granted → Support ticket created

Reporting:

Weekly trigger → Pull metrics → Compile report → Send to stakeholders

🤖 AI Integration: Workflow Design

Prompt Template:

I need to automate my [process name].

Current manual steps:
1. [step 1]
2. [step 2]
3. [step 3]

Tools I use:
- [tool 1]
- [tool 2]
- [tool 3]

Create a Zapier workflow that:
- Triggers on [event]
- Performs [actions]
- Ends with [outcome]

Include error handling and notification steps.

3. Building Your First Automation

Step-by-Step: Lead Notification Zap

Goal: When someone fills your contact form, instantly notify you and add to spreadsheet.

Step 1: Set Up Trigger

Choose app: Google Forms (or Typeform, JotForm)
Trigger event: New Response
Connect your account
Select the specific form

Step 2: Configure Action 1 - Email Notification

Choose app: Gmail (or your email)
Action event: Send Email
To: your email
Subject: “New Lead: “
Body: All form fields formatted

Step 3: Configure Action 2 - Spreadsheet Log

Choose app: Google Sheets
Action event: Create Spreadsheet Row
Select your tracking sheet
Map form fields to columns

Step 4: Test & Activate

Submit a test form entry
Verify email received
Check spreadsheet row added
Turn on the Zap

Intermediate: Multi-Platform Content Distribution

Trigger: New WordPress post published

Actions:

Extract title and link
Create Twitter post with link
Create Facebook post with excerpt
Create LinkedIn article summary
Send email to subscribers
Log to content calendar spreadsheet

Advanced: Lead Scoring Workflow

Trigger: New lead form submission
    ↓
Filter: Score based on responses
    ├── High value → Immediate sales alert + priority CRM tag
    ├── Medium value → Add to nurture sequence
    └── Low value → Add to general newsletter
    ↓
Path continues with appropriate follow-up

4. Introduction to Make (Integromat)

Zapier vs Make

Feature	Zapier	Make
Learning curve	Easy	Moderate
Visual builder	Linear	Canvas/visual
Complex logic	Limited	Advanced
Pricing	Per task	Per operation
Data manipulation	Basic	Advanced

When to use Make:

Complex branching logic
Data transformation needs
Budget-conscious (more operations/dollar)
Technical users comfortable with visual programming

Make Scenario Example

[Watch Folder] → [Google Drive]
        ↓
[Router] → [Image?] → [Compress] → [Upload to CDN]
        ↓
        └→ [Document?] → [Convert to PDF] → [Email to client]
        ↓
        └→ [Video?] → [Generate thumbnail] → [Post to social]

5. AI Ethics in Marketing

The Responsibility Framework

Transparency:

Disclose when AI generates content
Be clear about automated responses
Don’t pretend bots are humans

Accuracy:

Verify AI-generated facts
Don’t spread misinformation
Update content when AI is wrong

Privacy:

Don’t train AI on customer data without consent
Follow data protection regulations
Be careful with personalization

Fairness:

Check for bias in AI targeting
Don’t exclude groups unfairly
Ensure accessibility

Common AI Ethics Pitfalls

Pitfall	Example	Solution
Fake testimonials	AI-written reviews	Use real customer quotes
Deepfake content	Fake celebrity endorsements	Only authentic imagery
Manipulative targeting	Exploiting vulnerabilities	Ethical audience selection
Over-personalization	“Creepy” ads	Respect privacy boundaries
Plagiarism	Unattributed AI content	Original or cited content

🤖 AI Ethics Checklist

Before publishing AI-assisted content:

Is the content factually accurate?
Would I be comfortable if users knew AI helped create this?
Does it respect user privacy?
Could it be perceived as deceptive?
Have I added my own expertise and review?
Does it align with my brand values?

Nepal-Specific Considerations

Cultural Sensitivity:

AI may not understand local context
Review for appropriate language and references
Consider diverse audience within Nepal

Legal Awareness:

Electronic Transaction Act 2063
Consumer Protection Act
Advertising standards

6. Final Security Audit

The Complete Security Checklist

Account Security:

All accounts have unique, strong passwords (16+ characters)
Password manager is in use (Bitwarden, 1Password)
2FA/MFA enabled on all critical accounts
Recovery options updated and secure
Inactive sessions logged out

Business Account Audit:

Platform	2FA	Password Updated	Recovery Set
Google/Gmail	☐	☐	☐
Facebook/Meta	☐	☐	☐
Instagram	☐	☐	☐
LinkedIn	☐	☐	☐
Twitter/X	☐	☐	☐
Email marketing	☐	☐	☐
Analytics	☐	☐	☐
Domain/Hosting	☐	☐	☐
Payment/Banking	☐	☐	☐

Website Security:

Data Security:

Customer data is encrypted
Access limited to necessary personnel
Regular backup schedule
Data retention policy documented
GDPR/data protection compliance

Incident Response Plan

If an account is compromised:

Immediate (0-1 hour):
- Change password immediately
- Revoke all sessions
- Enable 2FA if not active
- Check for unauthorized changes
Short-term (1-24 hours):
- Review connected apps
- Check financial transactions
- Notify team members
- Document what happened
Recovery (1-7 days):
- Audit all related accounts
- Update recovery information
- Review security across platforms
- Implement additional protections

7. Capstone Integration Activity

“Your Digital Marketing System” - 45 minutes

This activity brings together all 10 modules into a cohesive strategy.

Part 1: Strategy Map (15 min)

Create a one-page strategy document:

BUSINESS OVERVIEW
├── Name:
├── Offering:
└── Target Customer:

DIGITAL HOME BASE (M1)
├── Website:
├── Social profiles:
└── Security status:

CONTENT ENGINE (M3-4)
├── Content pillars:
├── Posting schedule:
└── SEO keywords:

TRAFFIC CHANNELS (M5, M8-9)
├── Organic social:
├── Paid ads:
└── Email:

ANALYTICS FRAMEWORK (M6)
├── Key metrics:
├── Tracking setup:
└── Review schedule:

AUTOMATION (M10)
├── Lead capture:
├── Nurture sequence:
└── Reporting:

Part 2: 90-Day Action Plan (15 min)

Month	Focus Area	Key Actions	Metrics
Month 1	Foundation	Website audit, SEO setup, content calendar	Site speed, mobile score
Month 2	Content	Blog posts, social presence, email list	Traffic, subscribers
Month 3	Amplification	Paid ads, automation, optimization	Leads, conversions

Part 3: Automation Workflow Design (15 min)

Design your lead-to-customer automation:

Entry Point: [How leads find you]
    ↓
Capture: [Form, landing page, lead magnet]
    ↓
Immediate Response: [Thank you email, notification]
    ↓
Nurture: [Email sequence, content delivery]
    ↓
Conversion: [Offer, consultation, purchase]
    ↓
Follow-up: [Onboarding, upsell, feedback]

8. Course Completion Checklist

Module Deliverables Review

Phase 1: Foundation

M1: Security audit complete, digital presence documented
M2: Product/service offering defined, landing page drafted

Phase 2: Content Engine

M3: Content strategy and 30-day calendar
M4: Keyword research and on-page SEO plan
M5: Social media profiles optimized, visual templates

Phase 3: Data & Automation

M6: Analytics dashboard and KPI tracking
M7: Email sequence drafted, automation planned

Phase 4: Amplification

M8: Marketing funnel mapped, ad hooks created
M9: Campaign structure and audiences defined
M10: Workflow automations designed, security verified

Skills Acquired

By completing this course, you can now:

Build secure, professional digital presence
Create strategic content that attracts customers
Optimize for search engines and social platforms
Analyze data to make informed decisions
Automate workflows to save time
Advertise effectively on social platforms
Integrate AI tools into your workflow ethically

9. Templates & Resources

Automation Templates

Lead Notification (Zapier):

Trigger: Google Forms - New Response
Action 1: Gmail - Send Email
Action 2: Google Sheets - Create Row
Action 3: Slack - Send Message (optional)