[2020] Growth Hacking with Digital Marketing (Version 7.2)
4.4 (5,130 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
43,847 students enrolled

[2020] Growth Hacking with Digital Marketing (Version 7.2)

Become a growth hacker! This course is used by teams at PayPal®, IBM®, Citibank® & many other successful organizations!
4.4 (5,130 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
43,847 students enrolled
Last updated 5/2020
English, French [Auto], 6 more
  • German [Auto]
  • Indonesian [Auto]
  • Italian [Auto]
  • Polish [Auto]
  • Portuguese [Auto]
  • Spanish [Auto]
Current price: $135.99 Original price: $194.99 Discount: 30% off
5 hours left at this price!
30-Day Money-Back Guarantee
This course includes
  • 8.5 hours on-demand video
  • 4 articles
  • Full lifetime access
  • Access on mobile and TV
  • Assignments
  • Certificate of Completion
Training 5 or more people?

Get your team access to 4,000+ top Udemy courses anytime, anywhere.

Try Udemy for Business
What you'll learn
  • Integrate the data-driven and adaptive culture of Growth Hacking to improve digital marketing results.
  • Track, analyze, and leverage traffic and product usage data using Google Analytics.
  • Design customer action funnels and calculate per-user LTV / CAC.
  • Tell better stories and write marketing content to improve conversion rates.
  • Grow social media audiences using bots and organic techniques.
  • Segment email lists and automate email marketing communications.
  • Students need to have solid online navigation skills and an understanding of what these concepts are (e.g. SEO, social media, email marketing, online advertising). They don't need to be experts in these areas, but the course does not include "101" type introductory lectures on these web technologies.

Become a certified growth hacker! Join a network of more than 35,000 alumni and teams from top firms, like PayPal®, IBM®, Accenture®, and others in the world's bestselling growth hacking course!

Version 7.2: Fresh as of May 2020

Grow your digital marketing results faster through the power of growth hacking! In this industry-leading course, you’ll discover the extraordinary benefits of digital metrics, including lean analytics, web traffic, digital conversion funnels, and LTV and CAC calculations. You’ll also gain access to cutting edge info about inbound marketing, email marketing, SEO, paid acquisition, public relations, viral marketing, and much more!

You can now earn your Eazl Growth Hacker certificate by completing 100% of this course. Eazl will customize, host, and issue your certificate so that you can impress clients and employers with your knowledge and commitment to building growth hacking skills!

Introducing…The Digital Marketing Toolkit for the Connected Economy

Want to have huge success in modern digital marketing? With this remarkable course at your fingertips, you can hone the much-needed skills to attract and retain customers through any online channel. By leveraging the advantages of growth hacking, you can:     

  • Compete head-to-head with even the biggest firms in Silicon Valley

  • Build your business with secrets unknown to most entrepreneurs

  • Qualify for more prestigious and higher-paying digital marketing jobs

  • Improve your outcomes with content marketing, social media, and SEO

  • Discover the real potential of email marketing, viral marketing and public relations

  • Lead digital marketing teams to massive increases in conversion rates

  • Multiply your results with growth hacking applied across numerous channels

The demand for digital marketing experts is increasing every day, and one of the key factors of success is keeping up with the latest trends. This growth hacking course puts you in the driver’s seat with the most relevant, most effective information available.     

And no boring power point slides, ever! This flagship course was developed in partnership with leading instructional designers. The course is exceptionally well-crafted, allowing you to learn growth hacking concepts and apply them immediately. You’ll also enjoy the beautifully animated learning modules, developed by Eazl’s own animation team.  

Growth Hacking – The Secret Key to Digital Marketing Mastery    

Ready to get feedback quicker – and make changes faster – to supercharge your digital marketing results? You’ve got all the strategies you need in this growth hacking course.    

In the first part of the course, you’ll gain essential “big picture” skills, including developing your customer personas, interviewing your target markets, and analyzing your “buyer center” (i.e. the individuals in your target market with the most purchasing power).    

Next, you’ll learn how to analyze your results. With any growth hacking effort, you always want to know what’s working, where it’s working, and what needs to be changed. For this, you need digital marketing tools like web traffic analysis and lean analytics.   

Lastly, you’ll discover highly effective tools to bring boatloads of new customers – ones with money to spend – into your online eco-system. This includes the concepts of digital conversion funnels, lifetime customer value (LTV), and customer acquisition costs (CAC).   

Develop a User-Centric Approach to Digital Marketing   

You’ll start by learning what growth hacking is and then move on to building your digital analytics skills. We'll take your Google Analytics skills to the next level by teaching you how to use these advanced tools with real data from the Google Merchandise Store. Then, you'll learn how to develop marketing personas and user segments--using online research methods (like Facebook Audience Insights) and the person-to-person interviewing methods used by companies like IDEO and Apple in Silicon Valley. Then, you'll learn how to work with Pirate Metrics and marketing funnels so that you can guide potential customers through each step... from awareness to revenue to referrals.

In the second half of the course, you’ll discover how to create digital marketing materials that target the unique wants and needs of your customer. This might seem like a given, right? In fact, it’s a much rarer skill than you might think, and absolutely crucial for maximizing sales. No growth hacking course is complete without this must-know info!

Then you’ll get a crash course in both online SEO and in content marketing, allowing you create relevant and memorable content that’s designed to be discoverable on the web. The email marketing section will introduce you to automated strategies for email. You’ll also develop the ability to use email platforms to manage your subscriber lists.

In the later parts of the course, you'll learn how to estimate and use both Lifetime Customer Value (LTV) and Customer Acquisition Costs (CAC)--two critical metrics for building a digital marketing engine. The course wraps up with a section on paid acquisition (like PPC Ads and social media ads) so that you can bring traffic into the "top of your funnel" on-demand.

Also, this is version 6 of this course! That's right--the Eazl team has updated this course 6 times since it launched. If you look at the content upgrade journal below, you'll see that it gets better and better--and you only have to enroll once to get lifetime access... including all the future upgrades!

Since giving you the most possible value is so important to us, Eazl is offering this course with our 30-day guarantee. If you’re not totally wowed by the content, feel free to ask for a refund. We will give you one immediately, no questions asked. Sound good?    

Version 3.2 Release Notes:

  • You have an updated study guide that is better synchronized to the lectures and further study resources in the course. Happy learning!

Version 3.1 Release Notes:

  • We've added a premium tutorial for you in the Google Analytics part of the Growth Hacking Series. In this live event rebroadcast, you'll see how to call specific data from your Google Analytics properties, leverage it to create automatically-updating dashboards, and publish these dashboards to a private site. Think of this as your business or entrepreneurial HQ. For those of you who have board members, investors, or teammates, you can select the people who will have access to these dashboards so that your team can use data to drive good decisions. Enjoy!

Version 3 Release Notes:

  • Woohoo Growth Hacking 3 is here and the course is better than ever. Using feedback from the Eazl lead users crew, the Udemy learning team, and other student feedback, we've made a whole host of upgrades! The course is now more project-based, so you'll be able to use sections as you need them to achieve outcomes related to your growth objectives. We've also trimmed out some of the more outdated exercises and SideBYSides and replaced them with fresh content. As a part of this upgrade, there are all new intros in the course and it has been totally re-structured. You also have access to a brand new interview with Peter van Sabben that was recorded in Amsterdam in the Winter of 2015. Peter is one of Europe's leading growth hackers and the co-founder of Growth Tribe, the first ever growth hacking program sponsored by a university (the University of Amsterdam) and backed by Facebook. 

What's new in version 4.0?:

  • Growth Hacking 4 includes tons of new content, including content related to the application of bots to social media, Google 360, and a lot more. We've also streamlined the learning experience by de-escalating some modules from previous course versions. To see a full content upgrade journal, see the final lecture of the course.

  • Growth Hacking 4.1 migrates course document support from Dropbox to Google Documents. Students in the course should not experience any learning disruption from Dropbox's recent hosting infrastructure change!

Released November 2017: What's new in version 5.0?

  • Where to begin? This learning experience has just received the most MASSIVE upgrade in Eazl history!

    • You can now earn your Eazl Growth Hacker certificate by completing 100% of this course. Eazl will customize, host, and issue your certificate so that you can impress clients and employers with your knowledge and commitment to building growth hacking skills!

    • All new hands-on practicums by former Googler and European growth hacking leader Maja Voje that takes you all the way from developing personas, using the Growth Marketing Canvas to generate growth hacking ideas, launching a landing page with Leadpages, setting up tracking with Google Tag Manager, Hotjar, and the Facebook Pixel, analyzing traffic to the page, optimizing it, watching user recordings, and moving into retention cohorts, user analytics, installing third-party tools on the page, and optimizing the funnel. It's AWESOME.

    • All new side by sides updated for the all new Google Analytics interface, Facebook's newest changes, new Mailchimp workflows, and more.

    • TONS of brand new animated modules. Growth Hacking has become an increasingly cohesive community and best practices are starting to solidify around the ecosystem. More than 80 lectures... 80 lectures! were upgraded as part of this update.

    • An all new study guide that's hosted on the cloud and give you links to tons of online spreadsheets built to support this course, guides, and references. It also includes the world's first Growth Hacking dictionary so that you can stay up-to-date with the language used by growth hackers.

    • A new suite of interviews all included as part of the 2018 upgrade plus full-length versions of the interviews accessible on the Eazl YouTube channel. We wanted you to have a streamlined learning experience, so none of the interviews are over 10 minutes in length during your experience in the course.

  • Released February 2018: What's new in version 5.2? 
    In version 5.2 we've added Assignments throughout your learning experience. This is a brand new Udemy feature released in beta mode that enables your Eazl instruction team to blend videos with questions and images. We've heard from many of you that you would love even more hands-on activities, so we answered with 8 new hands-on Assignments in version 5.2 of the course!

  • Released November 2018: What's new in version 6? 

    • Overview: Hello Eazl Growth Hackers! This year, the course content upgrades are heavily focused on working with on-site user psychology. As the digital world becomes more common in our lives, it's becoming increasingly important to create a sense of scarcity, to provide social proof, and to move towards personalized digital experiences so that we can retain our users. This is also important because the cost of acquiring customers in the digital space is rising quickly. Below, you'll find some specific areas we upgraded in this huge update!

    • Growth hack with Google. This year, you'll be learning how to growth hack using actual data from the Google Merchandise Store. We've re-engineered your learning experience to include the use of this popular e-commerce storefront so that when you learn a concept you can see examples of it applied to a big, real-life digital business.

    • Work with Awesome Practitioners. This year we are so pleased to introduce you to a third co-instructor. In addition to learning with Eazl Growth Strategist In-residence Maja Voje and with Eazl co-founder Davis Jones, you'll also be learning hands-on training with Jure Knehtl--an e-commerce advertising expert who has sold more than $30m worth of products online. Our goal is for you to learn important concepts, meet experts in the field, see these concepts in action, then use the new skills you have. Which leads us to...

    • Brand New Assignments. You all are awesome! We were so impressed with your response to the 2018 (Version 5) assignments that we've made the Growth Hacking assignments in this course even better. In the 2019 (Version 6) Eazl Growth Hacking course, you'll be moving into the role of the Head of Growth for the Google Merch Store. You'll be creating custom segments, looking into data for insights, and launching practice growth experiments for the Google Merch Store.

    • Multiple New Expert Interviews. Maja recruited two fantastic new experts to include in your Growth Hacking learning experience. You'll be learning design thinking from Alan Faljic, a former business designer with IDEO, and referral marketing with Savvas Zortikis from ViralLoops. As always, these experts will now be part of your growth hacker network.

    • Automated Learning with Dynamic Creative. Davis Jones has developed an extensive Practicum for you related to using Facebook's new Dynamic Creative feature as a way of automating your progress towards language/market fit with an audience. You'll learn what this is and how to take advantage of it!

    • You'll also find so much more new stuff inside the course!

  • Released November 2018: What's new in version 6.1? 

    • We've just done a massive upgrade to the Version 6 Eazl Growth Hacking Course study guide! Now your study guide has bookmarks that enable you to navigate to the relevant parts of the course study guide based on whatever growth hacking skill you're applying at any given moment. Make sure to check out the new Version 6 study guide!

  • Released November 2018: What's new in version 6.2? 

    • We noticed that some students are here to learn how to setup their digital marketing system (for example, setting up Google Analytics, the Facebook Pixel, Hotjar, etc.) and that others are here for different reasons. So, we've launched the Accelerated Learning Pathways initiative. Early on in your learning experience, you'll find two "learning pathways" that offer you a guided sequence of course lectures and tutorials to help you achieve what you came here to do faster. We hope you like the upgrade!

    • January 2019 6.2.1 Upgrade: We've added a new interview with Joey Ayoola from the Growth Revolution agency in Belgium. He has an alternative method and tool to use to develop personas. You can find the interview with him and a link to the free tool in the study guide!

    • February 2019 6.2.2 Upgrade: Maja's newly-added interview with Jakob Marovt is now one of our favorites. In it, they discuss coding for growth hacking, how to get the most from your website traffic, and how to get new products to rank on Product Hunt.

  • Released November 2019: What's new in version 7?

    • When you complete 100% of this course you'll have the opportunity to request your own personalized, hosted, and verifiable 2020 Growth Hacking certificate. You'll get a brand new, cool-looking design that's perfect for sharing on your LinkedIn® profile and personal websites and for linking on your resumé.

    • You'll meet some brand new experts this year, like:

      • Gabe Villamizar, the author of LinkedIn's official Social Selling with LinkedIn® online course. He'll help you understand how to leverage social networks and LinkedIn Sales Navigator® to sell high-value B2B offerings.

      • Katie Espinoza, the Head of Operations at Rebrandly®. Katie will teach you about link management and link branding. There are amazing new capabilities in this area!

      • Matthew Guay, formerly the lead content marketer for Zapier®. Matt will help you lean how to use online tools to chart a pathway that enables you to rank for competitive keywords if you decide to focus on acquisition through SEO.

      • Pedro Clivati, the Head of Growth at GrowthHackers dot com. Pedro has loads of experience helping enterprise teams implement growth hacking programs. He'll share some very useful tips on starting your growth hacking program.

    • You'll also get fresh interviews with two experts who many of you have "met" in the online course before: Jure Knehtl (one of Europe's top Facebook Ads experts) and Stella Korošec (a very successful brand manager, product developer, and social media marketeer).

    • You'll get fresh Practicums from Maja Voje, Eazl's Growth Hacker in Residence, and also an extensive tutorial on the use of Google Data Studio--an easy-to-use tool for turning your analytics into dashboards and sharing them with other people.

    • There are a suite of new Assignments that will enable you to put your learning into practice.

    • Finally, you'll get all new introduction and overview lectures from your host, Davis Jones, which help improve the flow and effectiveness of your online learning experience.

    • If you've earned your Eazl Growth Hacking certificate for previous versions of this course, you'll want to complete all the new lectures and complete all of the new assignments. After you do that, you'll be eligible to request your custom Growth Hacking 7 (2020) certificate from Eazl.

    • Enjoy Growth Hacking 7!

  • Released December 2019: What's new in version 7.1?

    • Your course now features custom-developed captions from start to finish! So, if English isn't your first language, or it would help you to see how some of the more technical concepts in this course are written, you can use these captions by clicking the little CC button in the bottom-right-hand corner of your Udemy course video player.

  • Released May 2020: What's new in version 7.2?

    • With the help of the AMAZING Eazl Growth Hacking community of students, we've audited the course, found a group of dead related to the tooling you learn in the course, and updated the links as needed. Special thanks to Tanya McTavish (Head of Marketing at Uxpressia) and Maja for contributions to this effort!

Who this course is for:
  • The course is ideal for people looking to grow an existing organization's user or customer base, develop the skills necessary to launch a career in digital marketing, or seeking to add a digital component to their existing marketing skillset.
Course content
Expand all 86 lectures 08:49:48
+ Let's Put You On the Rocketship! Welcome to Growth Hacking 7 -- New for 2020!
6 lectures 13:43
Hello! Welcome to Growth Hacking 2020 (Version 7)!

If you'd like to go ahead and grab the all of the growth hacking resources that you have from this course, they're all linked for you below. These resources are also available as links in the course study guide and will be available to you as you need them throughout the course.

Note: There are also many further reading resources linked throughout the course that are not linked to in this lecture. You'll find those as you go through the course.

Access All Eazl 2020 Growth Hacking Templates, Guides, and Special Resources
New! Accelerated Learning Pathways Now Available
+ How to Get Insights from Google Analytics & Apply them to Marketing Funnels
9 lectures 01:00:28
Let Google Analytics Release Your Inner Detective
[Beginner] How to Measure Traffic Volume and Visitor Interest
[Beginner] How to Measure Engagement and Actions Taken
[Intermediate] Source/Medium and Good Traffic (Essential Skill)

In this lecture, we'll:

  • Setup Your Google Tag Manager (GTM) Account

  • Setup a New Container for Your Property

  • Install Google Analytics (through GTM)

  • Install a Facebook Pixel (through GTM)

  • Setup Click Event Tracking (through GTM)

  • Install a Hotjar Pixel (through GTM)

This is a solid, foundational analytics setup for a web property.

Let's Install Google Analytics, Facebook, & Hotjar Pixels w/ Google Tag Manager

Some summary points:

  • Organizations of different sizes have different use cases for analytics:

    • Brand new firms: look at where the sparks are — what's working, where are the people who want to be involved coming from? If you're running traffic generation initiatives, how are they working? How are people behaving on your site?

    • Mid-level firms: Once you have some traffic (e.g. 1500+ uniques/mo.), then you have enough data to say something. Where are people getting stuck in your funnel? Can you see your structure working?

    • Established business: Use analytics to validate your beliefs. Often times, your assumptions are wrong.

    • You can structure your website for easier analytics. For example, “thank-you” type of pages are not only great for your customers, but they make your analysis easier because you'll know that those page visits represent conversions.

  • On analytics tools:

    • Use Google webmaster tools (now called Search Console). Reva says that it's “your way of communicating with Google.” It will help keep Google updated with your site as your site evolves.'

    • Over time, expect analytics platforms to invest heavily in mapping out the off-site behaviors of people who ultimately wind up at your site.

  • Quotes:

    • “Make sure that the stuff you're doing does have a purpose.”

    • “We've seen many cases where the top-selling product isn't the most visited product page.”

[Expert Interview] Reva Minkoff on Using Analytics at Different Stages of Growth
Pirate Metrics! Let’s Expand Your View of Funnels
[Intermediate] An Introduction to Digital Funnels and Conversion Points

In this Practicum with Maja, you'll learn:

  • How to structure the views of a Google Analytics property

  • What conversion rate benchmarks are for online stores

  • What the default Google Analytics dashboard shows you

  • How acquisition channels (e.g. social ads) impact conversion rates due to technology usage (e.g. mobile vs. desktop, browsers used, etc.)

  • How to check on the performance of paid search campaigns

  • How to find the search terms people use to find your site

  • How to work with Goals, behavior analysis, acquisition, audience, and Realtime tools in Google Analytics

Practicum 1: Learn How to Use the Core Functionalities of Google Analytics
In Maja’s practicum, you saw her analyze custom date ranges, see which devices an audience uses, and review the effectiveness of paid search keywords. These skills are required for jobs like Search Engine Marketing Specialists. Let’s see you put some of your new skills into action.
Show Off Some of Your New Skills: Search Engine Marketing (SEM) Focus
2 questions
+ Accelerate Growth by Developing Personas & Focusing on Specific User Segments
10 lectures 45:07
What if Your Focus was So Clear You Found Growth Hacks in Your Dreams?
[Beginner] The Fundamentals of Segmentation for Growth Hackers
[Expert Interview] Thomas Paris from MAD Kings on Segments and Acquisition
[Beginner] SideBYSide: How to Use Facebook Audience Insights (Research vs. Ads)
[Intermediate] How to Build Personas and Needs Maps through Customer Interviews
[Expert Interview] Alen Faljic from IDEO on Soft Data and Design Thinking
What are the Building Blocks of a Growth Hacking Campaign?
[Beginner] Three Growth Marketing Concepts We'll Use Throughout the Course
[Intermediate] Do You Have a Must-have Product or Service?
Practicum 2: Using GA User Segments & Tracking + Facebook Audience Insights
Use the analytics tools you've learned how to use (e.g. Google Analytics and Facebook Audience Insights) to create a new buying feature in Google's Merch Store that will be promoted to people in the Richard Persona group. You can use the persona PDF we built in Xtensio as a reference point, too.
Create a New Buying Feature in the Google Merch Store for the Richard Persona
3 questions
+ Use Data to Learn Strategies and Run Your Growth Team ⚙️
8 lectures 45:31
You Don’t Need to Know Everything when You Have Data
[Analyze Data] The Fundamentals of Lean Analytics (Beginner)
[Focus on the Inputs] Find and Measure Your Leading Variables (Intermediate)

In this SideBYSide, you'll learn:

  • How to connect a datasource (e.g. Google Analytics, Facebook for Business, LinkedIn, and many other datasources) to Google Data Studio

  • How to create customized dynamic reporting pages that can be shared

  • How to use report templates generated by the Google team and by the Data Studio community

SideBYSide: How to Build & Share Dynamic Analytics Reports w/ Google Data Studio
[Prioritize Growth Ideas] How to Use the ICE System in Growth Hacking (Beginner)

In this interview, you'll learn:

  • Why you should pick one single metric to hack when starting a growth team

  • What’s a reasonable success rate when it comes to executing on growth experiments?

  • Who should generate the growth ideas within a company

  • How you might leverage collaboration tools (e.g. Trello, Slack, Notion.so) to build a stronger experiment backlog

  • Why you might host an internal growth hacking workshop with your team to kick things off, and then shift the focus to digital collaboration methods

[Expert Interview] Tips on Starting a Growth Team w/ Pedro (GrowthHackers.com)
[Work as a Team] 5 Hats: The Five Skills Needed to Hack Growth (Intermediate)
Practicum 3: How to Brainstorm and Rank Growth Hacking Experiment Ideas
Practice using the Impact, Confidence, and Ease (ICE) Framework you learned in this section of the course.
Rank Jure’s Waitlist Experiment Idea Using the ICE Framework
1 question
+ Find Language/Market Fit: From Copywriting to Dynamic Creative
7 lectures 50:13
How to Test Your Way to Language/Market Fit
[Beginner] Write Better Copy for Your Emails, Blogs, Websites, etc.
[Intermediate] Hacking Acquisition: The 8 Seconds Rule and Channel Testing
[Intermediate] Try These Methods to Increase Email List Signups
[Expert Interview] Stella Korošec on Finding Fit w/ Brand, Audience, and Channel
[Advanced] What is Dynamic Creative and How Can You Use It?
Practicum 4: Let’s Launch and Debrief a Dynamic Creative Ad Test
Practice using what you see in your data to generate ideas for Language / Market Fit tests launched through Facebook Dynamic Creative.
Use Google Merch Store Data to Find Language/Market Fit Ideas
2 questions
+ User Experience: How to Increase Conversions by Leveraging Tech & Psychology
7 lectures 47:28
What’s the Language Spoken by 65% of the Global Population?
[Beginner] The Fundamentals of User Experience (UX)
[Beginner] How to Design a Killer Landing Page

In this tutorial, you'll learn:

  • How to use heatmaps and scroll maps generated using Hotjar

  • How to use recordings of users on a site that are generated with Hotjar

  • How to set up on-site polls with Hotjar

[Beginner] SideBYSide: How to Use Hotjar to Record and Review User Behavior

Some notes on Brian's interview:

  • Great quotes:

    • Step one is becoming empathetic with your users, customers, and prospects. People are coming to your 'experience' with a state of mind and a particular frame of reference. The better you can step into their shoes, the better you are going to be at creating an experience that aligns your goals with their goals.”

    • “Testing and optimization is important once you have your structure set up. When you have low traffic, you're probably better off spending your time finding out how to get more traffic.”

    • Early on, A/B testing is probably a waste of your time. “Be wary of optimizing for local maxima and minima… if you're only A/B testing buttons, your range of variance is very small. You'll never A/B test your way to being Tesla.”

  • On digital funnels:

    • Think of great UX as a study of getting out of people's way. Put the experience together in a way that allows people to follow their natural inclinations, because if they're with you, there's a need that they already have.

    • Don't just throw features and products at people. You need to curate what you're presenting to people.

    • People leverage pieces of evidence that you give them to understand whether or not they 'belong' at a certain place or with a certain offering. Think of this evidence like the language you use, the images presented, etc.

    • Even if only one person is experiencing your “funnel,” psychologically, they put on different “hats” as they move down the funnel. A customer will see themselves differently at one point in your funnel than they will at another.

    • Most people won't want to focus on building a UX from scratch. Instead, see yourself as a curator that takes the best from your peers and translates it for your target personas.

[Expert Interview] Brian Taylor from Amazon on UX and When to Use A/B Testing
[Intermediate] Try these Five Methods to Increase Conversions
Practicum 5: UX & Conversion Elements in Digital Purchasing Environments
As a modern digital marketer, you can use many new tools to drive your strategies. In this Assignment, practice using Hotjar user recordings.
Use Hotjar Recordings to Generate Landing Page Optimization Ideas
1 question
+ Learn How to Drive, Direct, and Tag Digital Traffic
13 lectures 01:34:45
Imagine Yourself Managing Your Own Digital Airport
[Beginner] The Structure, Channels, and Metrics of Online Advertising
[Beginner] The Fundamentals of Setting Up Search (or “CPC”) Ads
[Beginner] Audiences and the Basics of Social Media Advertising vs. PPC
What’s the Most Important Part of Your Funnel?
[Beginner] Send More Effective Marketing Emails

In this lecture, you're going to learn:

  • How to use welcome email sequences

  • When to set up automated communications or drip campaigns based on user activity

  • How to import your marketing lists

  • How to create segments based on user activity (e.g. purchasers, cart abandoners, etc.)

  • Which email marketing elements to test first (e.g. sender name, subject line, etc.)

SideBYSide: How to Use Email Marketing in Today’s Marketplace
[Intermediate] Three Advanced Email Marketing Implementations

In this interview, you'll learn:

  • How to use newly-released top-level domains (TLDs) like .live or .jobs to drive more relevant traffic using branded links

  • How to use link management tactics to get information about important digital touchpoints

  • Why it’s helpful to be able to edit published links as you need to

  • How to use advanced techniques like adding retargeting pixels, UTM codes inside branded links, and routing traffic (e.g. mobile traffic, geo-based traffic) inside branded links

  • How to connect a domain to to the Rebrandly service to use as your base short URL

  • How to use branded deep links to drive traffic from the web to specific app states (e.g. in-app sales states)

[Expert Interview] Katie from Rebrandly Teaches the Basics of Link Management
[Advanced] Use UTM Tracking to Compare Channels and Content
[Advanced] SideBYSide: Append UTM Codes to a Link
[Expert Interview] Facebook Ads Strategy in 2020 with Jure Knehtl (€60m+ Sold)

Some key takeaways from the Practicum:

  • [Campaign Management] Typically, objectives in the Awareness category are used by larger firms managing well-known brands. These firms are trying to get customers to remember the brand.

  • [Campaign Management] Objectives in the Consideration category are useful for brands that aren’t as well-known--particularly for top-of-the-funnel marketing activities. Jure spends 90% of his resources deploying campaigns with objectives in the Conversions category.

  • [Campaign Management] Jure typically starts campaigns with a budget of ~$100/day and tests three different audiences within the campaign.

  • [Campaign Management] He likes to separate Ad Groups on the basis of different Facebook Interests he’s testing. He likes each Ad Group to represent an audience side of ~3m people. Often, he uses the Narrow Audience and Age Group features to calibrate the audience correctly.

  • [Campaign Management] Then, after ~4 days, he’ll try to scale his ads based on the highest-performing Facebook Interest (often, by using Facebook for Business’ Lookalike Audiences feature).

  • [Remarketing] Jure typically uses Website Traffic as the source for his remarketing lists. Often, he’ll use the “ViewContent” + URL combination or the “AddToCart” + Frequency combination as methods of creating his retargeting audiences.

  • [Remarketing] As backups to Traffic as his remarketing list source, he’ll use Instagram business profile visitors, Facebook Page likes, and Video viewers as list sources. Note that, when he’s promoting a new product launch, he’ll make the date range for these remarketing lists larger (e.g. people who liked a page within the last 6 months) than his default, which is something like people who’ve engaged in the last 3 weeks or so.

  • [Reporting] It’s important to set up KPIs for your ads--particularly, the maximum cost per result at which your ads are profitable. Jure says that it may take some time and testing to beat your target.

  • [Reporting] Jure shows you how to set up custom reports in Facebook for Business, and he often uses Facebook for Business’ report linking feature to share results with clients and/or team members.

Practicum 6: 20 Minutes inside the Facebook for Business Platform with Jure
+ Strategies for Optimizing for Personas & Users that Generate the Most Revenue
9 lectures 01:22:39
Could Lifetime Customer Value Be the Most Important Marketing Metric?
[Intermediate] How to Estimate Lifetime Customer Value and Acquisition Cost
[Advanced] Place a Value at Each Point of Conversion in Your Funnel

You can find this spreadsheet at: www.bit.ly/customercompare

Once you open the sheet, make a copy for yourself by going to File > Make a Copy

[Intermediate] SideBYSide: Estimate LTV and CAC of Different Personas (See Link)

What you'll learn in this interview + tutorial:

  • How you can use LinkedIn Publishing for top-of-the-funnel (e.g. Awareness, Acquisition) activities

  • How your professional brand impacts your ability to sell using social channels like LinkedIn

  • What’s changed about the B2B selling process now that information about products and services is widely available on the Internet

  • How many “digital touches” it takes to get appointments with relevant enterprise buyers

  • Why marketers should work with sales teams to create “digital playbooks” for targeting big accounts

  • How B2B campaigns can integrate LinkedIn Marketing Solutions into their work

  • How to use LinkedIn Sales Navigator to enhance your B2B efforts

[Expert Interview] Gabe Villimizar on B2B Sales Using LinkedIn & Social Media
As We Shift Focus on Revenue, Let’s Move Our Focus Down the Funnel
[Beginner] Five Must-know Search Engine Optimization (SEO) Practices
[Intermediate] The Five-Point SEO Checklist for Content Marketing

What you'll learn in this Practicum:

  • How to break into search results for a competitive search term

  • How to beat competitors with localized content

  • How to get your content to perform well within Google’s search algorithm

  • The practical steps to starting a campaign designed to begin ranking for a competitive search term

  • How to use online tools to qualify keyword ideas in terms of desirability and competitiveness

  • Why Google’s choice to display video content, definitions, and other custom display modules could harm your results for certain keywords

Practicum 7: Content Marketing Hacks with Matthew Guay (formerly @ Zapier)
Let's build your intuition around creating custom analytics reports and use one to design an SEO strategy.
Create Your First Custom Report and Pilot an SEO Strategy
1 question
+ Turn Sparks into Flames: How to Use Data to Double Down on What Works
8 lectures 37:07
How to Mix Social Media and Public Relations to Expand Your Audience
[Intermediate] Use the RIFE Method to Research Content Ideas
[Intermediate] SideBYSide: Mine Your Content Analytics
[Intermediate] What Factors Increase the “Viral Effect” of Content?
[Intermediate] ...but What Really Makes a Piece of Content “Go Viral?”
[Expert Interview] Joy Schoffler from Leverage PR on Working the Media
[Intermediate] SideBYSide: Find and Mass Mail Journalists and VIPs

In this Practicum, you'll learn:

  • [Campaign Ideas] How to use Google Analytics to view data from previous holiday seasons to generate campaign ideas, product feature ideas, and more.

  • [Conversion Optimization] How to view the use of coupon codes within analytics, and why coupons are important for digital shoppers

  • [Conversion Optimization] How to look into historical data while using custom analytics segments to generate promotion ideas for specific audiences

  • [Conversion Optimization] How to use site content data to inform messaging and UX strategies

Practicum 8: How to Use Conversion Data to Find Growth Opportunities
Imagine that you’ve just taken over as the head of international growth for the Google Merch Store. What’s your first move?
How Would You Expand the Google Merch Store Beyond the US
2 questions
+ Growth Hacking Retention: Acquisition is Expensive. Retention is Not.
7 lectures 34:27
Where the Fun and Money Is (or Mr. Steve’s 100th Birthday Party)
[Intermediate] The Fundamentals of Remarketing Based on User Behavior
[Intermediate] SideBYSide: Build Audiences Who Engaged on Facebook or Instagram
[Expert Interview] Simon Belak on Segmenting and Lifetime Customer Value
[Advanced] SideBYSide: Let’s Target of Cart Abandoners and Engaged Traffic on FB
[Intermediate] How to Define and Growth Hack Your Retention Cohorts
Practicum 9: Using Online Communities and Customer Journey Mapping for Retention
Build your skills using tools that enable you to visualize customer journeys.
Look Into the Customer Journey of Your Instagram Fans
1 question