About the programme
Many different, sometimes mutually exclusive, approaches to web-based customer acquisition exist, and defining your priorities can be difficult. This series of workshops details all of its major aspects:
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paid and organic traffic,
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setting up campaigns,
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defining your goals and metrics,
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optimising website structure,
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managing its content,
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optimising your search engine performance,
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analysing data.
It also provides unique insights that will help you develop your own strategy. At the end of the course, each participant will receive personalised feedback on their ongoing or prospective projects, and we will find the right solutions that work best for you.
In this online course, I will share my customer acquisition strategies expertise in the most convenient and structured way. Many of the approaches I used at ANNA Money were quite unconventional for the British market, and I believe they could interest a variety of tech and marketing specialists, both beginners and those with significant experience under their belt.
I will consistently explain how to find the right balance between paid promotion via search engines and organic traffic, why they should be used in separation for different types of pages, and how to make your customer acquisition results reliable and predictable. I will compare my approach to other widely used methods and prove its benefits.
Throughout the course, I will share many tips on constructing landing pages, monitoring their performance, and testing your working hypotheses. My group mentorship is aimed at promoting the most up-to-date technology solutions in my areas of expertise. This will serve as a significant boost for the entire industry, contributing to, I believe, our common goal of enhancing its effectiveness.
About the mentor
My name is Evgeny Nefedov
Hello! I am Evgeny Nefedov, a Digital Marketing Expert at ANNA Money, a British fintech company. In this course, I will share my strategies for web-based customer acquisition. Since 2018, I have developed and implemented ANNA Money’s performance marketing strategy, enhancing their website, landing pages, and SEO. My efforts led to a twofold increase in conversions. I also supervised ANNA Money’s award-winning collaboration with AlgoRhythm, recognised with the 2023 ‘SEO Campaign of the Year — B2B’ UK Digital Excellence Award. Additionally, I crafted the marketing and SEO strategies for Heartex (now HumanSignal), an American data labelling startup, which they continue to use.
Who is this programme intended for?
To put it simply, it is intended for those interested in web-based customer acquisition, digital marketing, and search engine optimisation. Yet, there will be a selection, primarily oriented towards people who already have experience in these areas with their own products or plan to launch one in the near future, so they are currently in need of such mentorship and can then apply the knowledge received in these workshops straightaway, developing the global technology sector. These can be attributed to:
Middle Digital Marketers
Middle digital marketers who want to get a comprehensive picture of web-based customer acquisition and find the most efficient solutions without wasting their time on strategies that don’t work.
Experienced Professionals
Experienced digital marketing and SEO professionals, as well as entrepreneurs and senior executives who believe that the approaches they use don’t bring the desired results and who consider changing their methods;
Digital Technology Specialists
Digital technology specialists from other professional areas who want to learn more about digital marketing and SEO and acquire new skills for launching new projects, transitioning into digital marketing, or collaborating with digital marketers more efficiently.
The format of the workshops
Lectures and seminars on Zoom. Meetings are conducted twice a week.
A private chat for questions, networking, and sharing experiences. The chat will remain active after the end of the course, becoming a full-fledged professional community.
Teaching materials, including presentations and guides. I will provide you with a series of materials for self-study. Many of them, however, will be used and discussed during our Zoom meetings.
The programme of the course
Each week includes a lecture and a seminar on Zoom, supplemented by teaching materials.
WEEK ONE
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Main strategies: paid customer acquisition, organic acquisition, and partnerships;
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Major principles for balancing them and an evidence-based approach for how 1.6should be separated;
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Free tools and their potential.
WEEK THREE
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The general approach to landing pages and specific builder platforms;
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Integration of systems for shared data processing;
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Setting up analytics.
WEEK FIVE
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Working with data, learning, and moving forward: applying metrics, analytics, and critical thinking to digital marketing to spend your time and your marketing budget efficiently;
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Personalised feedback on your project (or multiple projects) and its customer acquisition strategy.
WEEK TWO
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Principles for setting up campaigns and experiments for paid customer acquisition;
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Defining goals and metrics;
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Experiment design;
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Paid ad platforms (Google Ads and social media).
WEEK FOUR
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Major principles for organic customer acquisition;
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Website structure and content production and distribution;
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Editorial team structure and management;
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Most productive search engine optimisation strategies.
Participant Testimonials
“The workshop equipped me with invaluable insights and techniques to optimize our online customer acquisition efforts. Highly recommended!”
Samantha Richards, Digital Strategist
“The practical exercises and real-world examples shared in the workshop were instrumental in refining our web-based customer acquisition approach.”
Maxwell Thompson, E-commerce Manager
“I was impressed by the depth of knowledge and the actionable strategies presented in the workshop. It's a game-changer for our digital marketing team.”
Olivia Parker, Marketing Director
Enroll in the programme
Duration
5 weeks
Format
A lecture and a seminar on Zoom every week + supplementary materials + private chat + personal feedback
Number of participants (limited):
15