(2019) Growth Hacking with Digital Marketing [Version 6.2.2]
4.3 (3,556 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.
34,154 students enrolled

(2019) Growth Hacking with Digital Marketing [Version 6.2.2]

Join the world's BESTSELLING growth hacking course (35,000+ alumni). Help us growth hack the Google Merchandise Store!
4.3 (3,556 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.
34,154 students enrolled
Last updated 3/2019
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This course includes
  • 7 hours on-demand video
  • 4 articles
  • Full lifetime access
  • Access on mobile and TV
  • Assignments
  • Certificate of Completion
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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 and join a network of more than 35,000 alumni in the world's bestselling growth hacking course!

New for 2019: Learn Growth Hacking with Real Data from the Google Merch Store! // Last Update: 3 February 2019

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.

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 87 lectures 07:25:28
+ Are You Ready to Growth Hack the Google Merch Store? Let’s Get Started!
6 lectures 14:45
Hello and Welcome to the 2019 Course from Your Instructors Davis, Maja, and Jure

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 2019 Growth Hacking Templates, Guides, and Special Resources
New for 2019: Accelerated Learning Pathways Now Available
+ How to Get Insights from Google Analytics and Apply them to Marketing Funnels
12 lectures 01:17:49
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)
[Intermediate] SideBYSide: Set Up Your Google Analytics Property
[Intermediate] SideBYSide: Two Ways to Install Your Facebook Pixel
[Beginner] SideBYSide: Voice Command Your Google Analytics Database

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
Practicum 1: Use GA to Find Good Segments and Enrich them with Facebook Insights
Let's increase your Google Analytics skills by diving into some real data.
Get Hands-on with Real Data from the Google Merch Store
3 questions
[Advanced] Build an Automated Google Analytics Monitoring System
+ Accelerate Growth by Developing Personas and Focusing on Specific User Segments
10 lectures 38:49
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: Build the Richard Persona in Xtensio with Maja
Your challenge is to use the Richard Persona to Maja developed to generate a growth hacking experiment idea. We're going to provide a bit less structure for you here. You're at the desk of the Google Merchandise Store's Head of Growth!
Practice Planning a Growth Hacking Experiment Targeted to the Richard Persona
3 questions
+ Use Data to Learn Strategies and Run Your Growth Team
7 lectures 33:03
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)
[Prioritize Growth Ideas] How to Use the ICE System in Growth Hacking (Beginner)
[Work as a Team] 5 Hats: The Five Skills Needed to Hack Growth (Intermediate)

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
Practicum 3: Maja, Davis, and Jure Brainstorm Richard Persona Growth Hacks
Now, let's bring the Persona concept to life by building an analytics segment that represents the Richard Persona. Then, we challenge you to use any data you like to propose a growth hacking experiment that you'd use as the Head of Growth for the Google Merch Store to acquire more Richards.
Build the Richard Persona in the Google Merch Store Analytics Account
4 questions
+ Find Language/Market Fit: From Copywriting to Dynamic Creative
7 lectures 28:37
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
[Advanced] What is Dynamic Creative and How Can You Use It?
[Expert Interview] Savvas Zortikis on Using Viral Loops to Gamify Email Referral
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
+ How to Build Landing Pages and Develop Visual Language Fit
7 lectures 45:06
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
Romina Kavčič: Language + Usability = Conversion
Jakob Marovt on Coding for Growth Hacking and Getting More from Your Traffic
[Intermediate] Try these Five Methods to Increase Conversions
Practicum 5: How UX Impacts the Way People Shop on Your Site
Practice looking for patterns in user behavior and turning your insights into visual messaging ideas.
Reverse Engineer Visual Content for the Richard Persona
1 question
+ The Fundamentals of Driving, Directing, and Tagging Traffic
13 lectures 53:10
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
[Intermediate] SideBYSide: Create a Custom Segment in MailChimp
[Intermediate] Three Advanced Email Marketing Implementations
[Intermediate] SideBYSide: Automate the Delivery of Emails Based on a Trigger
[Beginner] SideBYSide: Set Up Basic Link Tracking for a URL
[Advanced] Use UTM Tracking to Compare Channels and Content
[Advanced] SideBYSide: Append UTM Codes to a Link
Practicum 6: Facebook Ads Tips from Jure (He’s Sold €30m+ with FB Ads)
Let's build your skills at looking into which paid keywords are performing best.
What PPC Ads Drive Good Traffic to the Google Store?
1 question
+ Strategies for Optimizing for Personas and Users that Generate the Most Revenue
9 lectures 59:28
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)
[Expert Interview] Simon Belak on Segmenting and Lifetime Customer Value
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
Practicum 7: Engineering On-site Psychology to Drive Conversions
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 43:15
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
Practicum 8: How to Pick Products and Territories for Expansion
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.
6 lectures 28:20
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
[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: Maja and Jure’s Approaches to Retaining Customers [s10m06]
Apply your upgraded thinking and develop a post-purchase flow designed to get users to a "wow moment" quickly.
Develop a Post-purchase Flow for the Richard Persona
4 questions