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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
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
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
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