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.

Curriculum

What is Growth Hacking?
01:59
Welcome to the Course: Outline and Logistics
09:51
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
01:27
Three Growth Marketing Concepts We’ll Use Throughout the Course
03:57
How to Do Target Market Research to Develop Personas
03:33
A Sample Target Market Interview Form
1 page
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
The Google Analytics Glossary
2 pages
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
Optional: An Interview with Reva from Digital4Startups on Google Analytics
32:06
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
EazlView: Brian Taylor from Rackspace on Optimization and UX
22:40
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
SideBYSide: Use this Spreadsheet to Estimate Your LTV and CAC
06:58
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
Optional: Information about LinkedIn’s Ad Offerings and Packages
5 pages
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
Six Proven Ways to Increase Email List Signups
03:02
Advanced Email Marketing Strategies are Easier than You Might Think
02:03
Three Advanced Email Marketing Implementations
03:15
SideBYSide: How to Create a Custom Email Segment
04:13
SideBYSide: How to Integrate Automated Email Triggers
07:31
SideBYSide: How to Set up an Automated Drip Email Campaign
05:01
James Kenler from Careerbuilder.com on Funnels and Marketing Automation
22:39
Section 11: Take a Crash Course in Online Advertising
Mining for Deals on Peoples’ Attention
01:10
The Structure, Channels, and Metrics of Online Advertising
02:42
How to Set Up Good Ads
03:41
Let’s Estimate the CPM of Your Online Ad and Dip Our Toes into Adwords
01:33
SideBYSide: Let’s Set Up an Adwords Campaign and Ad Group
10:25
SideBYSide: Using AdWords Planning Tools
06:37
Let’s Get More Familiar with Remarketing
01:01
How to Be a Remarketing Ninja
02:12
SideBYSide: Setting Up a Remarketing List in Adwords
04:25
SideBYSide: The Basics of Dynamic Display Remarketing
09:19
SideBYSide: Let’s Set Up a Facebook Remarketing List
04:06
Search, Display, and Remarketing Advertising
3 questions
Section 12: Content Upgrade Journal
Growth Hacking with Digital Marketing Content Upgrade Journal (Current: v3.1)
Article

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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