Growth Hacking with Digital Marketing Masterclass (v3.2)

Learn lean & web analytics, digital funnel design, social, viral, email, and content marketing, SEO, PR, AdWords + more.
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  • Lectures 103
  • Contents Video: 7 hours
    Other: 26 mins
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 5/2015 English

Course Description

Udemy's Flagship Growth Hacking Course! // Version 3.2 Live July 2016

Learn how to use lean analytics, web traffic metrics, digital conversion funnels, LTV & CAC calculations, social media, viral marketing, public relations, SEO, inbound marketing, email marketing, and paid acquisition to grow fast.

A Digital Marketing Toolkit for the Connected Economy at Your Fingertips

Learning to think and market like a growth hacker puts you on an even playing field with the big firms in Silicon Valley and once you have these skills, you'll have a knowledge base that enables you to excel as a modern digital marketer. The demand for digital marketing skills continues to increase and when you know how to attract and retain customers through online channels, you'll be a valuable asset to any team.

This flagship course was developed in partnership with leading instructional designers. You'll apply the concepts as you learn, read about growth hacks, and learn from beautifully-animated learning modules developed by our animation team (read: no boring power point slides here!).

The Complete Digital Marketing Package for Growth Hackers

This course begins by helping you use key marketing tools like persona development, target market interviewing, and “buying center" analysis to establish your approach to growth. Then, you'll develop analytical skills that will enable you to understand what's working, where it's working, and what needs to be changed. You'll start with a section on web traffic analysis before moving onto lean analytics. Then you'll develop the ability to design and track digital conversion funnels which, when combined with lifetime customer value (LTV) and customer acquisition cost (CAC), will enable you to find opportunities to bring new customers into your ecosystem on a revenue-positive basis.

In the second half of the course, you'll develop a user-centric approach to marketing. You'll start with a section on the new social media marketing landscape and then move on to viral marketing and public relations. Then, you'll get a crash course in SEO for online destinations as well as for content marketing so that you can ensure that your content is discoverable on the web. The email marketing section will introduce you to automated email marketing strategies and also develop your ability to use email marketing platforms to manage a group of email list subscribers. The course wraps up with a section on paid acquisition and online advertising so that when you have an advertising budget, you'll know how to use it.

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 coming in version 4.0?:

  • Growth Hacking 4, coming in November 2016, will include tons of new content, including content related to the application of bots to social media, Google 360, all new automation mashups, and a lot more. Stay tuned!
  • To see a full content upgrade journal, see the final lecture of the course.

What are the requirements?

  • 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.

What am I going to get from this course?

  • How the culture of growth hacking has disrupted the world of marketing and created a technological marketing revolution.
  • How entrepreneurs and organizations will realize maximum benefit from investments in growth hacking initiatives.
  • How to use customer action funnels, lean analytics practices, and the development of target personas inform smarter decisions.
  • How to tell better stories, write compelling marketing content, and leverage the social web to realize both revenue growth and cost savings.
  • What makes a campaign “viral” and how organizations can support viral sparks and transform them into truly viral successes.
  • How to use automated and ad hoc email marketing tactics for customer creation and retention.
  • How to apply LTV, CAC, and churn rate in the context of organic and paid customer acquisition.

What is the target audience?

  • 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.

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.

Curriculum

Growth Hacking with Digital Marketing 3.2 Course Trailer
Preview
01:28
What is Growth Hacking?
Preview
01:59
Welcome to the Course: Outline and Logistics
Preview
09:51
The Growth Hacking Masterclass Study Guide
Preview
11 pages
Section 1: Let's Define Your Audience and Growth Strategy
Let’s Find Out More About Your Audience
01:27
Three Growth Marketing Concepts We'll Use Throughout the Course
03:57
How to Perform Target Market Research to Develop Personas [See Resources Here]
03:33
SideBYSide: A Look at Some of Our Target Market Interviews
04:02
Let’s Define Three Key Parts of Your Growth Strategy
03:37
How Peter van Sabben of GrowthTribe.io Approaches Growth Hacking
18:24
The Growth Hacker Mindset
2 questions
CrowdSpaces: Digital Marketing Thought Leaders to Follow
Article
Section 2: Let's Set Up Your Google Analytics System and Start Collecting Data
Let’s Dive Into in the World of Google Analytics
01:58
How to Measure Traffic Volume and User Retention
01:33
How to Measure Engagement and Actions Taken
01:47
Source/Medium: Where's the Good Traffic Coming From?
02:18
32:06
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.”
Let's Start Working with Google Analytics
02:07
SideBYSide: A Short Tour of Google Analytics
06:33
SideBYSide: 4 Boosts for Your Analytics Account
04:46
SideBYSide: How to Set Up a Goal in Google Analytics
03:51
SideBYSide: Create a Custom Analytics Dashboard
05:44
SideBYSide: Alerts and Collaboration Features
03:40
BONUS: Customize and Automate a Google Analytics Headquarters (Premium Tutorial)
27:59
Web and Mobile Metrics with Google Analytics
3 questions
Section 3: Learn to “Think Lean,” Use Small Tests, and Respond to Data
How to Take a “Lean” Approach to Marketing
02:17
Let’s Launch a Tactical Experiment Together
02:52
Optional: Learning to Take Small Risks
Article
How to Approach Marketing Data Analysis
03:05
Leading vs. Lagging Variables
02:47
Analyze Your Tactical Test with New Leading Inputs
02:36
How to Use Manual and Automated A/B Testing
02:18
SideBYSide: Ad Hoc vs. Automated A/B Testing
09:40
22:40
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.
Using Lean Analytics
3 questions
Section 4: Let’s Think About Your Digital Conversion Funnel and Design a Landing Page
Why Think about Digital Behavior Patterns as Funnels?
01:31
An Introduction to Digital Funnels and Conversion Points
02:29
SideBYSide: Let’s Go through a Digital Funnel Together
02:03
SideBYSide: How to Build Trackable Funnels in Google Analytics
07:10
Let's Learn about Good UX and Landing Pages
01:02
How to Design a Killer Landing Page
02:42
SideBYSide: How to Use the First Point of Conversion
04:47
Persuasive Design for Marketing Collateral
02:17
Five Methods You Might Try to Increase Conversions
03:15
Let's Sketch a Landing Page and Create a Call to Action (CTA)
04:06
Section 5: Your Two Most Important Digital Marketing Calculations (LTV and CAC)
Learn the Fundamentals of “Revenue Hacking”
01:19
How to Estimate Lifetime Customer Value (LTV) and Acquisition Cost (CAC)
03:21
06:58

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

Case Study: When Groupon Sends You Cheapskates
Article
How to Place Value on All Points of Your Funnel
03:11
Eazl’s Guide to Advanced Uses of the LTV
4 pages
From the Vlog: LTV and CAC Revenue Hacking Here at Eazl
Article
Lifetime Customer Value and Customer Acquisition Cost
3 questions
Section 6: Smart Approaches to Online Community Development
Growth on Social Platforms Requires an "Upside Down" Approach
02:32
Best Practices for Your Social Media Approach
02:55
Let's Set Up a Social Framework Together
03:20
From the Vlog: on Buying Followers
Article
Identify and Engage Lead Users in Your Community
03:14
An Introduction to Social and Cross-Platform Analytics
02:32
The Four Primary Social Media Metrics
02:34
SideBYSide: The Advantages of Social Schedulers
05:32
Action Learning: Set Up Your BufferApp Account
Article
Optional: Support & Spending Levels with Social Media Ad Campaigns
Article
5 pages

This is a printout of information that Hannah from the LinkedIn® ad team sent to Davis. In it, you'll find information about the offerings they have and the spending threshold that you'd need to meet in order to get account management support from their ad success team.

How to Use UTM Tracking to Optimize Socal
02:51
SideBYSide: UTM Tracking for Source Analysis
03:19
Section 7: Viral Marketing through Public Relations (PR)
How to Take a Spark and Turn it Into a Public Relations Success
01:28
What Really Creates "Viral Sparks"?
02:59
Optional: Estimate a Post’s Viral Coefficient
Article
What to Do when You Start Seeing Viral Success
03:06
Some Simple Media Research Methods
04:00
How to Use PR Databases and Mail Merges
03:57
Preface to the Interview with Joy Schoffler
00:36
EazlView: Joy Schoffler, Owner of Leverage PR
17:20
Viral Math and Public Relations
2 questions
Section 8: Basic Website SEO and Keyword Research
Let’s Start With Your Website
00:58
Five Easy SEO Wins for Your Website
03:35
SideBYSide: Easy HTML Search Optimization
03:07
Reinforcing the Two Easy Approaches to Finding Good Keywords
01:56
The Five-Point SEO Checklist for Content Marketing
03:09
Section 9: Copywriting and Storytelling Basics (Better Content = More Conversions)
Need to Find Themes for Content or Newsletters? Start Here.
01:55
How to Use the RIFE Process for Content Research
02:23
Structure, Tone, and Credibility for Copywriting
02:51
How to Use Storytelling to Generate Emotions
02:17
Optional: A Guide to Intangible Needs and Emotions
1 page
Let's Find Your Brand's Voice and Create a Content Framework
02:32
Copywriting, Storytelling, and Content Strategy
3 questions
Section 10: Go from Zero to Hero with Email Marketing
Let’s Jump Right Into the Power of Email Marketing
01:19
The Fundamentals of Good Email Marketing
03:22
SideBYSide: Important Functionalities of Email Marketing Platforms
03:39

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Instructor Biography

Davis Jones, Co-founder of Eazl

Davis Jones is the co-founder of Eazl, the venture-backed professional development community headquartered in San Francisco. Prior to launching the Eazl community, Mr. Jones placed talent at firms in Silicon Valley, the city of San Francisco, and the North Bay as a headhunter for Robert Half, the international talent consulting firm with ~$5.4 billion in annual revenues. While working in talent acquisition, his clients included Western Digital, Lending Club, Hitachi, and the Kendall-Jackson family of companies and small and medium-sized organizations like hedge funds, non-profits, and biotechnology companies. Before joining Robert Half, Mr. Jones was a team lead and content marketer for the CCA Group, a financial technology consultancy specializing in institutional crowdfund investing.

In 2014, Mr. Jones was named one of the North Bay Business Journal's People of the Year for his international economic empowerment work and today, Eazl is a community of more than 50,000 ambitious professionals around the world. Eazl's production team is honored to have won multiple production and innovation awards for excellence in producing video-based learning experiences, including Udemy's Innovation Award and Skillshare's Top 5% honor.

Mr. Jones earned an MBA with a focus in global finance from EDHEC Business School in France, ranked one of the top 50 MBA programs in the world by The Economist, and a bachelor's degree in international economics with a focus on international development (with highest honors) from Sonoma State University in California.

Instructor Biography

Team Eazl, Empowering Young Professionals in the World of Work

Eazl exists to empower young professionals everywhere in the world of work.

In today’s world, knowledge is a competitive advantage and small discoveries can have a big impact for young people seeking to unlock their professional potential. Based out of San Francisco, the Eazl team empowers young professionals by making available a variety of media and digital tools that are beautiful, functional, innovative, and always based on research from the world’s leading thinkers from organizations like Harvard, McKinsey, EDHEC Business School, and the Gates Foundation.

Instructor Biography

Team Eazl, Supporting Ambition Everywhere

You're ambitious and ready to make a difference. Team Eazl is here to support your drive to succeed with career hacks, data-driven strategies, and digital tools that help you get where you're going faster. You can always reach out to the team at care {at} eazl {dot} co.

Instructor Biography

Team Eazl, A community for the ambitious.

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