Self-Serve Program

Welcome to the course!

Introduction: Strategy

The Myth of Press, PR, and Viral Marketing

Find Your Target Audience

How to Pick the Right Acquisition Channel

Project: Create Your Growth Strategy

Bonus Project: How to Steal from Competitors

Feedback: Growth Strategy

Advanced Growth Strategies

Glossary: Learn Marketing Words

Template: Competitor Report

Example: Finished Competitor Report

Introduction: Value Props

Project: Create Your Value Props

Template: Value Props

Introduction: Onboarding Flows

High-touch User Onboarding

Education, Information, & Service Business Onboarding

Ecommerce Onboarding

Project: Overhaul Your Onboarding Flow

Feedback: Onboarding Flow

Example: Onboarding Flows

Example: Completed Onboarding Deliverable

Template: Onboarding Deliverable

Template: Onboarding Deliverable

Introduction: Landing Page Copy

Writing the Header of Your Hero Section

Writing the Subheader of Your Hero Section

Features and Objections Sections

Writing the CTAs and Social Proof

Ecommerce Landing Pages

Project: Rewrite Your Landing Page

Feedback: Landing Pages

Template: Landing Page

Checklist: Landing Page Header

Introduction: Conversion Tracking

Conversion Tracking Tools

Overview of Projects

Project: Conversion Events

Project: Configure GA and Ad Channels

Mobile Apps

Project: Mobile App

Project: Shopify

Project: Delegate to engineering

Project: Install Hotjar

Project: Verify pixels

Bonus Project: Analytics Events

Feedback: Conversion Tracking

Questions to Ask When Verifying Ad Channel Setup

FAQ: Mobile App Tracking

Example: Conversion Event Mappings

Example: Analytics Events

Template: Conversion Event Mappings

Template: UTM Tracking

Template: AppsFlyer Code

FAQ: Conversion Tracking

External Resources

FAQ: Google Analytics 4

Installation – Manual, GTM, or Segment

Google Tag Manager (GTM)

Video: GTM Tracking

Project: GTM

Template: GTM Engineering Tracking Doc

Segment

Project: Segment

Configuring Destinations on Segment

Feedback: Conversion Tracking (Advanced)

Introduction: Landing Page Design

Good Landing Page Design

Building Your Landing Page

Project: Landing Page Design

Video: Conversion Tracking Walkthrough

Feedback: Landing Page Design & Development

Introduction: A/B Tests

Micro vs. Macro A/B Testing

The Importance of Big Swings

Project: Gather Data for Your A/B Hypotheses

Project: Choose What to Test on Your Page

Project: Propose an A/B Test

Project: Set Up A/B Test

Feedback: A/B Tests

How to Find Good Designers and Developers Without Breaking the Bank

Sites with Free Stock Images

Template: A/B Proposal

Example: Finished A/B Proposal

How to Find Good Designers (More Ideas)

External Resources

Introduction: Ad Copy

How to Write Compelling Ad Copy

Project: Social Ad Copy

Feedback: Ad Copy

Checklist: Ad Copy

Template: Ad Copy

Template: Ad Copy Spreadsheet

Template: Grouped Ad Copy

Example: Ad Copy

Introduction: Ad Creatives

Complement Your Copy with the Ideal Creative

Ad Design Guidelines

Screen Recording Ads

Project: Make Ad Creatives

Bonus Project: Animoto Ads

Feedback: Ad Creatives

Template: Ad Creatives

Example: Animoto Script

Cheat Sheet: Sketch

Cheat Sheet: Screenflow

External Resources

Introduction: Acquisition

Retargeting

Direct Audiences and Lookalikes

Attribution

UTM Tags

Suppressing Ad Channel Spend

Avoiding Ad Metric Confusion

Project: Acquisition

Spreadsheet: Acquisition Channels

Feedback: Acquisition

Project: How to Read Ad Results and Optimize Ads

Feedback: Ad Optimization

Introduction: Referrals and Virality

Word-of-Mouth Virality

Inherent Virality

Artificial Virality

The Referral → Outreach Loop

Project: Craft a Referral Strategy

Feedback: Referrals

Template: Email asking for a referral

Template: Referrals & Virality

Spreadsheet: Referral Ideas Comparison

Introduction: Google Ads

Introduction: Search Ads

Project: Search Ads

Keywords

Project: Keywords

Quality Score, Bids, and Bid Strategies

Search Ads Copy

Project: Ad Extensions

Project: UTM Tags

Project: Search Ads Copy

Google Ads Targeting and Structuring

Project: Targeting and Structuring

Google Ads Audiences

Project: Audiences

Project: Prepare to Optimize Google Ads

Project: Optimize Google Ads

Feedback: Google Ads

Search Ads URL Encoding

Search Ads Advanced Campaign Structure Examples

FAQ: Search Ads

Introduction: Display Ads

Differences from Search Ads

Display Ads Targeting Options

Display Ads Account Structure

Types of Display Ads

Project: Display Ads

Feedback: Google Ads - Display Ads

Project: Google Merchant Center

Introduction: Shopping Ads

Shopping Ads Campaign Structure

Project: Shopping Ads

Feedback: Google Ads - Shopping Ads

Introduction: YouTube Ads

YouTube Ad Types

YouTube Videos

YouTube Account Structure

Project: YouTube Ads

Feedback: YouTube Ads

Introduction: Amazon Ads

Amazon Quirks

Amazon Ads Approach

Project: Amazon Ads

Project: Manual Amazon Ad Optimization

Project: Winning Keywords

Project: Automatic Amazon Ad Optimization

Feedback: Amazon Ads

Amazon Ads Account Access

Template: Amazon Ad Optimization

How to Get Initial Amazon Reviews

Introduction:Facebook and Instagram Ads

Major Variables to a Facebook Ad

Alternative Facebook Ad Types

Differences between Facebook and Instagram

How Facebook Identifies Who to Show your Ads to

FAQ: Facebook and Instagram Ads

Project: Generating Audiences and Ad Sets

Project: Set up Facebook and Instagram Ads

Project: Setting Up Facebook Metrics

Bonus Project: Animoto Ads

Feedback: Facebook & Instagram Ads

Example Ad Set Targeting

Example: Ad Log

Retargeting

Direct Audiences and Lookalikes

Locations, Ages, Genders, and Language Targeting

Calculating Total Reach when Custom Audiences are Excluded

Video: Facebook Ad Optimization

Saving Audiences

Introduction: Quora Ads

Project: Quora Ad Copy

Project: Quora Ads

Feedback: Quora Ads

Exporting Google Ads Keywords

Template: UTM Tags

Checklist: Launch Checklist

Introduction: Cold Outreach

How to Find the Right People

How to Find Email Addresses

How to Write Emails That Convert

Examples of Great Cold Emails

Sending Cold Emails

Measure and Optimize Results

Pre-targeting

Project: Cold Outreach

Feedback: Cold Outreach

Example: Outbound Strategy Document

Templates: Cold Email Copy

Checklist: Cold Email Review

Example: Cold Email Outreach Spreadsheet

List of Filler Emails

External Resources

Introduction: Direct Sponsorship

What Marketers Forget About Influencer Marketing

Project: Direct Sponsorship

Feedback: Direct Sponsorship, Conferences, and Offline Meetups

Templates: Initial Email

Template: VA Email

Project: Influencers on Instagram

Template: Direct Sponsorship Spreadsheet

Introduction

3 Content Marketing Strategies

How to Determine Which Strategy to Use

Editorial/SEO

Editorial/Virality

User-Generated Content

Content Distribution

Building a Content Marketing Team

Feedback: Content Marketing

Picking the Right Ad Network

Project: Ad Networks

Feedback: Ad Networks

Template: Ad Network List

Introduction: Pinterest Ads

Pinterest Ad Creatives Best Practices

Project: Make Pinterest Ad Creatives

Project: Pinterest Ads

Feedback: Pinterest Ads

Template: Ad Creatives

Checklist: Pinterest Launch

Guidelines for One-Top Promoted Pins

Introduction: Snapchat Ads

Project: Snapchat Ads

Feedback: Snapchat Ads

Checklist: Snapchat Ads Launch

Snapchat Creative Guidelines & Specs

LinkedIn Quirks

LinkedIn Tactics

Project: LinkedIn Ads

Feedback: LinkedIn Ads

Template: LinkedIn Ad Targeting

Example: Completed LinkedIn Targeting Template

Checklist: LinkedIn Launch

External Resources

Apple Search Ads and App Store Optimization

Account Structure and Optimization

Project: Apple Search Ads

Feedback: Apple Search Ads and App Store Optimization

Project: Bing Ads

Feedback: Bing Ads

Project: Twitter Ads

Do Twitter Ads Really Work?

Feedback: Twitter Ads

Project: Screen Recording

Introduction: Heatmap Analysis

Types of Heatmaps

Project: Heatmap Analysis

Feedback: Screen Recordings & Heatmaps

Example: Completed Heatmap Analysis

Introduction: CRO

Conversion Fixes

How To Read Google Analytics

Project: CRO

Feedback: Conversion Rate Optimization

Template: Funnel Data

Template: CRO Suggestions

Project: User Survey

Feedback: User Surveys

Template: Survey Email Outreach

Survey Monkey Surveys

Example: Survey

Example: Survey Insights

Introduction: Email Marketing

Strategy and Types of Emails

How to Grow Your List

Important Metrics

How to Create a Good Email

How to use Segmentation

Deliverability Best Practices

Automation Tools

Project: Email Marketing

Feedback: Email Marketing

Resources: Deals

Keep Growing With Demand Curve

Feedback: Post-Program (Self-Serve)