Growth Program

Welcome to the Growth Program!

Choose your Program Path

How to work through the program

Project: Acquisition Strategy Template

Glossary: Learn Marketing Terms

Growth Program Deals

Overview

What Is Growth?

Why Growth Matters

Guiding Principles of How to Approach Growth

Common Growth Myths and Misconceptions

Glossary: Learn Marketing Terms

Feedback: Growth Principles

Introduction: Growth Fundamentals

The Five Fits Framework

The Growth Funnel and Acquisition Loops

Growth Process

Feedback: Growth Fundamentals

Overview

Introduction: Market and Customer Research

Jobs-To-Be-Done (JTBD) Framework

How to Determine Your Product's Job

Leveraging Your Market and Customer Research

How to Apply Customer Research to Your Marketing and Product

Cheat Sheet

Project: Customer Personas (Acquisition Strategy Part 1.1)

Feedback: Market and Customer Research

Introduction

Understanding Your Competitors

How to Identify the Right Competitors to Study

How to Actually Do Competitor Research

Cheat Sheet

Introduction: Value Props

Project: Value Props

Template: Value Props

Template: Completed Example of Value Props

Introduction

Why Brand Matters for Growth

How to Define Your Brand

Examples of Strong Branding

Project: Company Story

Project: Mission Statement

Project: Brand Voice (Acquisition Strategy Part 1.3)

Project: Brand Design Checklist

Feedback: Branding

Template: Company Story

Template: Mission Statement

Template: Brand Voice Adjectives

Introduction

Pricing: Overview

Pricing: What to charge for

Pricing: How to charge

Pricing: How much to charge

Pricing: Bonus tactics

Project: Pricing market research

Project: Calculate your ARPU and target CAC (Acquisition Strategy Part 1.4)

Model-market fit

Model-product fit

Model-channel fit

Feedback: Revenue and Pricing Models

Overview

Introduction: Acquisition Strategy

The Two Major Customer Acquisition Models

Scalable vs. Unscalable Channels

Understanding Your Startup's Stage of Growth

The Major Acquisition Lanes

Project: Pick your Acquisition Lanes (Acquisition Strategy Part 2)

How to Identify the Right Acquisition Channel

Project: Define your Goals and Constraints (Acquisition Strategy Part 3)

How to Evaluate Acquisition Channels

Pick Your Primary Acquisition Channel

Project: Create Your Acquisition Strategy (Part 4)

Feedback: Acquisition Strategy

Spreadsheet: Acquisition Channels

Overview

Introduction: Onboarding Flow

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

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: Write 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

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: 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: 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

Overview

Introduction: Google Ads

Introduction: Search Ads

Project: Search Ads

Keywords

Project: Keywords

Quality Score, Bids, and Bid Strategies

Search Ads Copy

Project: Ad Assets

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

Types of Display Ads and Targeting Options

How to Create Quality Display Ads

How to Build Your First Campaign

Strategies for New Campaigns

Project: Display Ads

How to Optimize an Existing Campaign

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 Video Ad Types

How to Create Great Video Ads

How to Build Your First Campaign

Strategies for New Campaigns

How to Scale an Established Account

How to Measure Your Ads’ Success

Project: YouTube Ads

Introduction: Amazon Ads

Types of Amazon Ads

Project: Launch Your First Amazon Ad Campaigns

How to Optimize and Scale

Moving into Brand and Display Ads

How to Track Ad Performance

Amazon SEO & Reviews

More Amazon Tactics & Tools

Feedback: Amazon Ads

Template: Amazon Ad Optimization

How to Get Initial Amazon Reviews

Introduction

Facebook and Instagram Ad Types

Facebook and Instagram Targeting

Prospecting Campaigns

Retargeting Campaigns

How to Create Quality Ads for Facebook and Instagram

Project: Facebook Ads Account Setup

Budget Optimization

Project: Generate Audiences and Ad Sets

Project: Set up Facebook and Instagram Ads

How to Measure and Test Ad Performance

Facebook Ad Optimization

Feedback: Facebook and Instagram Ads

Locations, Ages, Genders, and Language Targeting

Example Ad Set Targeting

Calculating Total Reach when Custom Audiences are Excluded

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: 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: TikTok Ads

What Products are TikTok Ads Best For?

TikTok Ad Types

How to Make TikTok Ads that Convert

How to Find Great TikTok Creators

Strategies for New Campaigns

Ad Performance and Optimization

How to Scale an Established Account

Project: Set up TikTok Ads

Feedback: TikTok Ads

Introduction: Snapchat Ads

Snapchat Ad Types

How To Make Snapchat Ads That Convert

Strategies For New Campaigns

Ad Performance and Optimization

How to Scale an Established Account

Project: Snapchat Ads

Feedback: Snapchat Ads

Checklist: Snapchat Ads Launch

Snapchat Creative Guidelines & Specs

Template: Simplified Account Structure

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

Picking the Right Ad Network

Project: Ad Networks

Feedback: Ad Networks

Template: Ad Network List

Introduction: Influencer Marketing

Context on Influencer Marketing

Starting with Influencer Marketing

Influencer Marketing on YouTube and TikTok

Other Ways to Incentivize Influencers

Tracking results

What a Job Well Done Looks Like

Cheatsheet: Influencer Marketing

Feedback: Influencer Marketing

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 - Part 1

Content Writing Guidelines

How to Convert with Content

Sourcing Article Ideas

Project: Determine Your Content Marketing Strategy

Project: Content Distribution

Feedback: Content Marketing - Part 2

Content Marketing Scorecard

Template: Content Distribution Worksheet

Checklist: Content Distribution

Template: Content Promotion - Publishers

Introduction

How Does Google Work?

How to Structure Your Website

On-Page SEO

Technical SEO

Off-Page SEO

Owned Link Building Activities

Acquired Link Building Activities

SEO Roadmap

Feedback: SEO - Part 1

Project: Keyword Research

Project: Editorial SEO Research

Project: Optimize Blog Content

Project: Conduct a Basic SEO Audit

Project: Map Out Your Site Architecture

Project: Guest Post/HARO Pitch Tracker

Feedback: SEO - Part 2

Clearscope

Example: Completed Keyword Research Spreadsheet

Template: Keyword Research

Introduction: Organic Instagram

Context on Organic Instagram

Getting Started with Organic Instagram

The Optimal Posting Strategy (Step 1 of 6)

The Optimal Posting Strategy (Steps 2 - 6)

Cheatsheet: Organic Instagram

Introduction to Organic LinkedIn

Case Study

Create a Steady Flow of Leads

Post Content That People Engage With

Getting Email Addresses

Optimizing Your Profile for Follows

Introduction to Product Hunt

How Product Hunt Actually Works

How to launch on Product Hunt

Introduction

Project: Tapping Existing Audiences

Feedback: Tapping Existing Audiences

Templates: Initial Email

Template: VA Email

Template: Tapping Existing Audiences Spreadsheet

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: Referrals and Virality

Word-of-Mouth Virality

Pull Virality

Push Virality

Incentivized Virality

The Referral → Outreach Loop

Project: Craft a Referral Strategy

Feedback: Referrals

Template: Email asking for a referral

Template: Referrals & Virality

Overview

Project: How to Read Ad Results and Optimize Ads

Feedback: Ad Optimization

Introduction: CRO

Conversion Fixes

How To Read Google Analytics

Project: CRO

Feedback: Conversion Rate Optimization

Template: Funnel Data

Template: CRO Suggestions

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

Project: Screen Recording

Introduction: Heatmap Analysis

Types of Heatmaps

Project: Heatmap Analysis

Feedback: Screen Recordings & Heatmaps

Example: Completed Heatmap Analysis

Project: User Survey

Feedback: User Surveys

Template: Survey Email Outreach

Survey Monkey Surveys

Example: Survey

Example: Survey Insights

Keep Growing With Demand Curve

Feedback: Post-Course