Growth Hacking with Digital Marketing Masterclass (v3.2)

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Growth Hacking with Digital Marketing Masterclass (v3.2)

Course Description
Udemy’s Flagship Growth Hacking Course! // v3.2 Updated on June 12th, 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. 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 is Growth Hacking?
Welcome to the Course: Outline and Logistics
The Growth Hacking Masterclass Study Guide
11 pages
Section 1: Let’s Define Your Audience and Growth Strategy
Let’s Find Out More About Your Audience
Three Growth Marketing Concepts We’ll Use Throughout the Course
How to Do Target Market Research to Develop Personas
A Sample Target Market Interview Form
1 page
SideBYSide: A Look at Some of Our Target Market Interviews
Let’s Define Three Key Parts of Your Growth Strategy
How Peter van Sabben of Approaches Growth Hacking
The Growth Hacker Mindset
2 questions
CrowdSpaces: Digital Marketing Thought Leaders to Follow
Section 2: Let’s Set Up Your Google Analytics System and Start Collecting Data
Let’s Dive Into in the World of Google Analytics
The Google Analytics Glossary
2 pages
How to Measure Traffic Volume and User Retention
How to Measure Engagement and Actions Taken
Source/Medium: Where’s the Good Traffic Coming From?
Optional: An Interview with Reva from Digital4Startups on Google Analytics
Let’s Start Working with Google Analytics
SideBYSide: A Short Tour of Google Analytics
SideBYSide: 4 Boosts for Your Analytics Account
SideBYSide: How to Set Up a Goal in Google Analytics
SideBYSide: Create a Custom Analytics Dashboard
SideBYSide: Alerts and Collaboration Features
BONUS: Customize and Automate a Google Analytics Headquarters (Premium Tutorial)
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
Let’s Launch a Tactical Experiment Together
Optional: Learning to Take Small Risks
How to Approach Marketing Data Analysis
Leading vs. Lagging Variables
Analyze Your Tactical Test with New Leading Inputs
How to Use Manual and Automated A/B Testing
SideBYSide: Ad Hoc vs. Automated A/B Testing
EazlView: Brian Taylor from Rackspace on Optimization and UX
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?
An Introduction to Digital Funnels and Conversion Points
SideBYSide: Let’s Go through a Digital Funnel Together
SideBYSide: How to Build Trackable Funnels in Google Analytics
Let’s Learn about Good UX and Landing Pages
How to Design a Killer Landing Page
SideBYSide: How to Use the First Point of Conversion
Persuasive Design for Marketing Collateral
Five Methods You Might Try to Increase Conversions
Let’s Sketch a Landing Page and Create a Call to Action (CTA)
Section 5: Your Two Most Important Digital Marketing Calculations (LTV and CAC)
Learn the Fundamentals of “Revenue Hacking”
How to Estimate Lifetime Customer Value (LTV) and Acquisition Cost (CAC)
SideBYSide: Use this Spreadsheet to Estimate Your LTV and CAC
Case Study: When Groupon Sends You Cheapskates
How to Place Value on All Points of Your Funnel
Eazl’s Guide to Advanced Uses of the LTV
4 pages
From the Vlog: LTV and CAC Revenue Hacking Here at Eazl
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
Best Practices for Your Social Media Approach
Let’s Set Up a Social Framework Together
From the Vlog: on Buying Followers
Identify and Engage Lead Users in Your Community
An Introduction to Social and Cross-Platform Analytics
The Four Primary Social Media Metrics
SideBYSide: The Advantages of Social Schedulers
Action Learning: Set Up Your BufferApp Account
Optional: Support & Spending Levels with Social Media Ad Campaigns
Optional: Information about LinkedIn’s Ad Offerings and Packages
5 pages
How to Use UTM Tracking to Optimize Socal
SideBYSide: UTM Tracking for Source Analysis
Section 7: Viral Marketing through Public Relations (PR)
How to Take a Spark and Turn it Into a Public Relations Success
What Really Creates “Viral Sparks”?
Optional: Estimate a Post’s Viral Coefficient
What to Do when You Start Seeing Viral Success
Some Simple Media Research Methods
How to Use PR Databases and Mail Merges
Preface to the Interview with Joy Schoffler
EazlView: Joy Schoffler, Owner of Leverage PR
Viral Math and Public Relations
2 questions
Section 8: Basic Website SEO and Keyword Research
Let’s Start With Your Website
Five Easy SEO Wins for Your Website
SideBYSide: Easy HTML Search Optimization
Reinforcing the Two Easy Approaches to Finding Good Keywords
The Five-Point SEO Checklist for Content Marketing
Section 9: Copywriting and Storytelling Basics (Better Content = More Conversions)
Need to Find Themes for Content or Newsletters? Start Here.
How to Use the RIFE Process for Content Research
Structure, Tone, and Credibility for Copywriting
How to Use Storytelling to Generate Emotions
Optional: A Guide to Intangible Needs and Emotions
1 page
Let’s Find Your Brand’s Voice and Create a Content Framework
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
The Fundamentals of Good Email Marketing
SideBYSide: Important Functionalities of Email Marketing Platforms
Six Proven Ways to Increase Email List Signups
Advanced Email Marketing Strategies are Easier than You Might Think
Three Advanced Email Marketing Implementations
SideBYSide: How to Create a Custom Email Segment
SideBYSide: How to Integrate Automated Email Triggers
SideBYSide: How to Set up an Automated Drip Email Campaign
James Kenler from on Funnels and Marketing Automation
Section 11: Take a Crash Course in Online Advertising
Mining for Deals on Peoples’ Attention
The Structure, Channels, and Metrics of Online Advertising
How to Set Up Good Ads
Let’s Estimate the CPM of Your Online Ad and Dip Our Toes into Adwords
SideBYSide: Let’s Set Up an Adwords Campaign and Ad Group
SideBYSide: Using AdWords Planning Tools
Let’s Get More Familiar with Remarketing
How to Be a Remarketing Ninja
SideBYSide: Setting Up a Remarketing List in Adwords
SideBYSide: The Basics of Dynamic Display Remarketing
SideBYSide: Let’s Set Up a Facebook Remarketing List
Search, Display, and Remarketing Advertising
3 questions
Section 12: Content Upgrade Journal
Growth Hacking with Digital Marketing Content Upgrade Journal (Current: v3.1)

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.
We create online video courses that help you BE MORE in your career, job search, or business.

Course Features

  • Lectures
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