How to Take a “Lean” Approach to Marketing

Growth Hacking with Digital Marketing Masterclass 2017 (Course v4.0)

New for 2017: The Evolving Culture of Growth Hacking

NEW! The Growth Hacking with Digital Marketing Masterclass (v 4.0) Trailer (0:57)
What is Growth Hacking? (1:59)
The Growth Hacking Masterclass Study Guide
The Culture of Growth Hacking in 2017 + Course Logistics (7:57)

Let's Define Your Audience and Growth Strategy

Let’s Find Out More About Your Audience (1:27)
Three Growth Marketing Concepts We'll Use Throughout the Course (3:57)
How to Do Target Market Research to Develop Personas (3:33)
New for 2017: Digital Persona Development w/ Facebook Audience Insights (3:34)
A Sample Target Market Interview Form
SideBYSide: A Look at Some of Our Target Market Interviews (3:37)
Let’s Define Three Key Parts of Your Growth Strategy (4:02)
[Optional] Growth Hacking in Europe w/ Peter van Sabben in Amsterdam (18:24)
Quiz: Product/Market Fit and Meta Growth Strategy (0:20)

Let’s Set up Your Google Analytics System and Start Collecting Data

Let’s Dive into the World of Google Analytics (1:58)
The Google Analytics Glossary
[Beginner] How to Measure Traffic Volume and User Retention (1:33)
[Beginner] How to Measure Engagement and Actions Taken (1:47)
[Intermediate] Source/Medium and Good Traffic (Essential Skill) (2:18)
[Optional] Reva from Digital4Startups on Analytics as Your Company Evolves (32:06)
Let's Start Working with Google Analytics (2:07)
[Beginner] SideBYSide: A Short Tour of Google Analytics (6:33)
[Beginner] SideBYSide: Setting Up a Google Analytics Goal (Essential Skill) (4:46)
[Intermediate] SideBYSide: How to Set Up a Goal in Google Analytics (Essential Skill) (3:51)
SideBYSide: Create a Custom Analytics Dashboard (5:45)
[Advanced] The Automated a Google Analytics Headquarters Event Replay (3:40)
BONUS: Customize and Automate a Google Analytics Headquarters (Premium Tutorial) (27:59)
Quiz: Web and Mobile Metrics with Google Analytics (0:13)
2017 Preview: What's Coming with Google Analytics 360? (3:36)

Learn to “Think Lean,” Use Small Tests, and Respond to Data

How to Take a “Lean” Approach to Marketing (2:17)
Let’s Launch a Tactical Experiment Together (2:53)
How to Approach Marketing Data Analysis (3:05)
What You Can Control: Learning to Focus on Leading (not Lagging) Variables (2:47)
Analyze Your Tactical Test with New Leading Inputs (2:36)
How to Use Manual and Automated A/B Testing (2:18)
[Optional] SideBYSide: Some Examples of Ad Hoc and Automated A/B Testing (9:40)
[Optional] Brian Taylor from Rackspace on When to Optimize vs. When to Rebuild (22:40)
Quiz: Using Lean Analytics to Optimize Growth Tactics (0:15)

Let’s Think About Your Digital Conversion Funnel and Design a Landing Page

Why Think about Digital Behavior Patterns as Funnels? (1:31)
An Introduction to Digital Funnels and Conversion Points (2:29)
SideBYSide: Let’s Go through a Digital Funnel Together (2:03)
SideBYSide: How to Build Trackable Funnels in Google Analytics (9:40)
Let's Learn about Good UX and Landing Pages (1:02)
How to Design a Killer Landing Page (2:42)
SideBYSide: How to Use the First Point of Conversion (4:47)
Persuasive Design for Marketing Collateral (2:17)
Five Methods You Might Try to Increase Conversions (3:15)
Let's Sketch a Landing Page and Create a Call to Action (CTA) (4:06)

[Essential Skill] Learn to Calculate and Use Lifetime Customer Value

Why Learning to Use Lifetime Customer Value is a Critical Skill (1:19)
[Beginner] Estimating Lifetime Customer Value (LTV) and Acquisition Cost (CAC) (3:21)
Get Access to the Customer Comparison Template on Google Sheets (0:35)
SideBYSide: Use this Spreadsheet to Estimate Your LTV and CAC (6:58)
[Optional] Case Study: When Groupon Sends You Cheapskates
[Advanced] How to Place Value on All Points of Your Funnel (3:11)
[Advanced] Eazl’s Guide to Advanced Uses of the LTV
[Optional] From the Vlog: LTV and CAC Revenue Hacking Here at Eazl
Quiz: Lifetime Customer Value and Customer Acquisition Cost (0:17)

Smart Approaches to Online Community Development

Growth on Social Platforms Requires an "Upside Down" Approach (2:32)
[Beginner] Best Practices for Your Social Media Approach (2:55)
[Beginner] Let's Set Up a Social Framework Together (3:20)
[Optional] Should You Buy Social Media Followers for a New Account?
[Beginner] Identify and Engage Lead Users in Your Community (3:14)
An Introduction to Social and Cross-Platform Analytics (2:32)
[Intermediate] The Four Primary Social Media Metrics (2:34)
[Intermediate] SideBYSide: The Advantages of Social Schedulers (5:32)
Action Learning: Set Up Your BufferApp Account
[Advanced] How to Use UTM Tracking to Optimize Socal (2:52)
[Advanced] SideBYSide: UTM Tracking for Source Analysis (3:19)

Looking Forward: New Elements of Social Media Marketing in 2017

The Trend Towards Social Media Bots (also, “Black Hat” Marketing) (5:40)
How to Use Twitter's New "Cards" for Lead Generation (1:53)
Selected Use Cases for Twitter's Audience Insights (2:31)

Viral Marketing through Public Relations (PR)

How to Take a Spark and Turn it Into a Public Relations Success (1:28)
What Really Creates "Viral Sparks"? (2:59)
Optional: Estimate a Post’s Viral Coefficient
What to Do when You Start Seeing Viral Success (3:06)
Public Relations in 2017: News and the State of the Media (4:44)
Some Simple Media Research Methods (4:00)
How to Use PR Databases and Mail Merges (3:57)
Preface to the Interview with Joy Schoffler (17:20)
[Optional] Joy Schoffler from Leverage PR on Matching PR with Funnel Marketing (0:36)
Quiz: Viral Math and Public Relations (0:17)

Basic Website SEO and Keyword Research

The Low-Hanging Fruit in SEO: Your Website (0:58)
[Beginner] Five Easy SEO Wins for Your Website (3:35)
[Beginner] SideBYSide: Easy HTML Search Optimization (3:07)
[Intermediate] Two Approaches to Finding Good Keywords (1:56)
[Intermediate] The Five-Point SEO Checklist for Content Marketing (3:09)
Quiz: Down-Funnel Searches and Core SEO (0:20)
[Advanced] 2017 Preview: Three Advanced SEO Applications for Your Tech Stack (3:04)

Copywriting and Storytelling Basics (Better Content = More Conversions)

How to Use the RIFE Process for Content Research (2:23)
Need to Find Themes for Content or Newsletters? Start Here. (1:55)
Copywriting for Emails, Blogs, and Websites: Structure, Tone, and Credibility (2:51)
Good Storytelling Generates Emotions (and People Remember Emotions) (2:17)
Let's Find Your Brand's Voice and Create a Content Framework (2:32)
Quiz: Copywriting, Storytelling, and Content Strategy (0:21)

Go from Zero to Hero with Email Marketing

Let’s Jump Right Into the Power of Email Marketing (1:19)
[Beginner] The Fundamentals of Good Email Marketing (3:22)
[Beginner] SideBYSide: Important Functionalities of Email Marketing Platforms (3:39)
[Intermediate] Six Proven Ways to Increase Email List Signups (3:02)
[Intermediate] Sophisticated Email Marketing Strategies are Easier than You Might Think (2:03)
[Intermediate] Three Advanced Email Marketing Implementations (3:15)
[Intermediate] SideBYSide: How to Create a Custom Email Segment (4:13)
[Intermediate] SideBYSide: How to Set up an Automated Drip Email Campaign (5:01)
[Advanced] SideBYSide: How to Integrate Automated Email Triggers (7:31)
James Kenler from Careerbuilder.com on Funnels and Marketing Automation (22:39)

Take a Crash Course in Online Advertising

Mining for Deals on People's' Attention (1:11)
The Structure, Channels, and Metrics of Online Advertising (2:42)
[Beginner] How to Set Up Good Ads (3:41)
Let’s Estimate the CPM of Your Online Ad and Dip Our Toes into Adwords (1:33)
SideBYSide: Let's Set Up an Adwords Campaign and Ad Group (6:37)
SideBYSide: Using AdWords Planning Tools (6:37)
[Intermediate] Let’s Get More Familiar with Remarketing (1:01)
[Intermediate] How to Be a Remarketing Ninja (2:12)
[Intermediate] SideBYSide: Setting Up a Remarketing List in Adwords (4:25)
[Intermediate] SideBYSide: Let's Set Up a Facebook Remarketing List (4:06)
Quiz: Search, Display, and Remarketing Advertising (0:17)
[Advanced] SideBYSide: The Basics of Dynamic Display Remarketing (9:19)

Content Upgrade Journal: Current Course Version 4.0

Growth Hacking with Digital Marketing Content Upgrade Journal (Current: v4.0)

[Optional] De-Escalated Modules from Pre-Version 4.0 Coursework

Optional: Learning to Take Small Risks
Optional: Support & Spending Levels with Social Media Ad Campaigns
Optional: Information about LinkedIn's Ad Offerings and Packages
Optional: A Guide to Intangible Needs and Emotions

How to Take a “Lean” Approach to Marketing

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