Self-Serve Program
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Introduction: Strategy
FREE PREVIEWThe Myth of Press, PR, and Viral Marketing
FREE PREVIEWFind Your Target Audience
FREE PREVIEWHow to Pick the Right Acquisition Channel
FREE PREVIEWProject: Craft Your Growth Strategy
FREE PREVIEWBonus Project: How to Steal from Competitors
FREE PREVIEWFeedback: Growth Strategy
Introduction: Onboarding Flows
High-touch User Onboarding
Education, Information, & Service Business Onboarding
E-commerce 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
E-commerce Landing Pages
Project: Rewrite Your Landing Page
Feedback: Landing Pages
Example: Completed Landing Page Deliverable
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
Project: Install Google Analytics
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
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: 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 Structure
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
Google Ads Account Access
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
Sending Cold Emails
Follow-up and Common Mistakes
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: SEO and Content Marketing
Content Writing Guidelines
How to Convert with Content
Types of Content
Sourcing Article Ideas
Setting Up Your Blog
Do’s and Dont’s
Marketing Your Content
Project: Content
Project: Keyword Research
Project: SEOify Your Blog Posts
Project: Fix Up Your Existing Blog
Feedback: Content/SEO
How to Find Content Writers
Clearscope
Example: Completed Keyword Research Spreadsheet
Template: Keyword Research
Checklist: Marketing Your Content
External Resources
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
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
Survey Monkey Surveys
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
Keep Growing With Demand Curve
Feedback: Post-Course (Self-Serve)