Fast + Furious: How to Use Internet Marketing to Launch Your Startup

FAST AND FURIOUS: USING INTERNET MARKETING TO START YOUR BUSINESS Alex Cohen | ClickEquations | www.alexlcohen.com

Agenda  60 Seconds About Me  The Startup Problem  A Solution in 3 Parts  Q&A  Appendix: Free Tools! Alex Cohen | www.alexlcohen.com

Alex Who?  Manager, Marketing of ClickEquations  Blogger at Digital Alex  Site - www.clickequations.com  Blog - www.alexlcohen.com  Blog - www.clickequations.com/blog  LinkedIn - http://www.linkedin.com/in/alexcohen  Twitter – clickequations  Twitter - digitalalex Alex Cohen | www.alexlcohen.com

The Startup Problem

This Is How it Works, Right? Your Startup The Goal Alex Cohen | www.alexlcohen.com

No, You Have to Tack Your Startup The Goal Alex Cohen | www.alexlcohen.com

You Need Time and Money Spend Smarter Survival + Success Fail Know Faster More Alex Cohen | www.alexlcohen.com

Spend Smarter – Paid Search

Everyone Loves Search “12 billion searches were conducted in July 2008” - comScore “Half of all internet users perform a search every day. Search is growing at a faster rate than other activities on the Web… quot;Search is now taking center stage...whereas e- mail is still primary for communications, search is now primary for information activity,quot; - Susannah Fox, Assoc. Director at Pew Internet. Alex Cohen | www.alexlcohen.com

Search is Precise Product or Target Constraints Qualifiers Landing Page Service Audience • What you sell • Keywords • Bids • Competitors • Text Ad • Homepage • Search Engines • Match Type • Negative Keywords • Category page • Related Products • Websites • Product page • Search results Alex Cohen | www.alexlcohen.com

Search In Motion  Yes: Organic Pet Food,  Yes: Relevant, targeted Natural dog chow  No: Generic, bland  No: Cheap Pets, organic pet bedding Alex Cohen | www.alexlcohen.com

Search is Fully Optimizable and Cheap  Clicks cost - $0.05 - $0.75+ Keyword  Targeted, relevant ads aimed at active searchers convert efficiently Bid Creative  Everything can be measured, analyzed and improve Landing Engine Page Match Type Alex Cohen | www.alexlcohen.com

Know More – Web Analytics

4 Basic Elements of Web Analytics Sources of 1 People 2 Traffic 3 Site Interaction 4 Outcomes Alex Cohen | www.alexlcohen.com

What Is Web Analytics? Web analytics is awesome! Alex Cohen | www.alexlcohen.com

Where Do the Data Go? Alex Cohen | www.alexlcohen.com

Slice the Data, Find the Insights Awareness  Be ruthlessly efficient  Prioritize your leaks Impression  Roll out the winners Visit  Measure your 2nd Click  Sites  Segments Browse  Campaigns Cart  Build a data loving culture Begin Checkout Order Alex Cohen | www.alexlcohen.com

Fail Faster – Website Testing

The Golden Rule of Testing “Get over your own opinions …. testing and validating opinions should be a way of life.” - Avinash Kaushik Analytics Evangelist, Google Advisor, ClickEquations Alex Cohen | www.alexlcohen.com

2 Types of Website Testing A/B Multivariate  Radical changes  Multiple “factors” tested  Fast and simple BUT  Longer and more complicated BUT  What caused the change?  Lots more insight Alex Cohen | www.alexlcohen.com

We’re Basically Asking 2 Questions Are there barriers to conversion? (If so, remove them) Is the page persuasive? (If not, make it so) Alex Cohen | www.alexlcohen.com

Questions?  Manager, Marketing of ClickEquations  Blogger at Digital Alex  Site - www.clickequations.com  Blog - www.alexlcohen.com  Blog - www.clickequations.com/blog  LinkedIn - http://www.linkedin.com/in/alexcohen  Twitter – clickequations  Twitter - digitalalex Alex Cohen | www.alexlcohen.com

APPENDIX Alex Cohen | ClickEquations | www.alexlcohen.com

Free Tools  www.clickequations.com – 30 day trial for qualified companies  www.clickequations.com/blog - Paid search advice  www.google.com/analytics  www.google.com/websiteoptimizer  http://4q.perceptions.com  www.wordpress.org  http://tech.groups.yahoo.com/group/webanalytics (user group)  www.quantcast.com  www.compete.com  www.google.com/insights/search  www.google.com/trends  www.crazyegg.com  www.clicktale.com Alex Cohen | www.alexlcohen.com

FAST AND FURIOUS: USING INTERNET MARKETING TO START YOUR BUSINESS Alex Cohen | ClickEquations | www.alexlcohen.com

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Fast + Furious: How to Use Internet Marketing to Launch Your Startup

by Alex Cohen on Nov 18, 2008

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Fast + Furious: How to Use Internet Marketing to Launch Your Startup — Presentation Transcript