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 Who?

   Manager, Marketing of ClickEquations             Blogger at Digital Alex
       Site - www.clickequations...
The Startup Problem
This Is How it Works, Right?




 Your Startup                                       The Goal




                  Alex C...
No, You Have to Tack




 Your Startup                                     The Goal




                Alex Cohen | www.a...
You Need Time and Money


                            Spend
                           Smarter




                       ...
Spend Smarter – Paid Search
Everyone Loves Search

                         “12 billion searches were conducted in July 2008”
                        ...
Search is Precise




    Product or           Target            Constraints            Qualifiers       Landing Page
    ...
Search In Motion




   Yes: Organic Pet Food,       Yes: Relevant, targeted
    Natural dog chow             No: Gener...
Search is Fully Optimizable and Cheap

                                        Clicks cost - $0.05 - $0.75+

          Ke...
Know More – Web Analytics
4 Basic Elements of Web Analytics

                            Sources of
1    People      2            Traffic           ...
What Is Web Analytics?

          Web
          analytics is
          awesome!




                         Alex Cohen | ...
Where Do the Data Go?




              Alex Cohen | www.alexlcohen.com
Slice the Data, Find the Insights

          Awareness                        Be ruthlessly efficient
                   ...
Fail Faster – Website Testing
The Golden Rule of Testing




    “Get over your own opinions ….
     testing and validating opinions should be a way of ...
2 Types of Website Testing


                 A/B                                            Multivariate


   Radical ch...
We’re Basically Asking 2 Questions



                                     Are there barriers to conversion?
             ...
Questions?

   Manager, Marketing of ClickEquations             Blogger at Digital Alex
       Site - www.clickequation...
APPENDIX
Alex Cohen | ClickEquations | www.alexlcohen.com
Free Tools

   www.clickequations.com – 30 day trial for qualified companies
   www.clickequations.com/blog - Paid searc...
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

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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.

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

  1. FAST AND FURIOUS: USING INTERNET MARKETING TO START YOUR BUSINESS Alex Cohen | ClickEquations | www.alexlcohen.com
  2. Agenda  60 Seconds About Me  The Startup Problem  A Solution in 3 Parts  Q&A  Appendix: Free Tools! Alex Cohen | www.alexlcohen.com
  3. 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
  4. The Startup Problem
  5. This Is How it Works, Right? Your Startup The Goal Alex Cohen | www.alexlcohen.com
  6. No, You Have to Tack Your Startup The Goal Alex Cohen | www.alexlcohen.com
  7. You Need Time and Money Spend Smarter Survival + Success Fail Know Faster More Alex Cohen | www.alexlcohen.com
  8. Spend Smarter – Paid Search
  9. 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
  10. 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
  11. 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
  12. 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
  13. Know More – Web Analytics
  14. 4 Basic Elements of Web Analytics Sources of 1 People 2 Traffic 3 Site Interaction 4 Outcomes Alex Cohen | www.alexlcohen.com
  15. What Is Web Analytics? Web analytics is awesome! Alex Cohen | www.alexlcohen.com
  16. Where Do the Data Go? Alex Cohen | www.alexlcohen.com
  17. 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
  18. Fail Faster – Website Testing
  19. 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
  20. 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
  21. 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
  22. 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
  23. APPENDIX Alex Cohen | ClickEquations | www.alexlcohen.com
  24. 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
  25. FAST AND FURIOUS: USING INTERNET MARKETING TO START YOUR BUSINESS Alex Cohen | ClickEquations | www.alexlcohen.com

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