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

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How to use internet marketing to help launch your startup. Presented by Alex L. Cohen at Princeton University for Global Entrepreneurship Week.

How to use internet marketing to help launch your startup. Presented by Alex L. Cohen at Princeton University for Global Entrepreneurship Week.

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

    • 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