fast + furious: how to use internet marketing to launch your startup
Post on 06-May-2015
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FAST AND FURIOUS:
USING INTERNET MARKETING TO
START YOUR BUSINESS
Alex Cohen | ClickEquations | www.alexlcohen.com
Alex Cohen | 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
Site - www.clickequations.com
Blog - www.clickequations.com/blog
Twitter – clickequations
Blogger at Digital Alex
Blog - www.alexlcohen.com
LinkedIn -
http://www.linkedin.com/in/alexcohen
Twitter - digitalalex
The Startup Problem
Alex Cohen | www.alexlcohen.com
This Is How it Works, Right?
Your StartupThe Goal
Alex Cohen | www.alexlcohen.com
No, You Have to Tack
Your StartupThe Goal
Alex Cohen | www.alexlcohen.com
You Need Time and Money
Survival +
Success
Spend Smarter
Know More
Fail Faster
Spend Smarter – Paid Search
Alex Cohen | www.alexlcohen.com
Everyone Loves Search
“Half of all internet users perform a search
every day.
Search is growing at a faster rate than other
activities on the Web…
"Search is now taking center stage...whereas e-
mail is still primary for communications, search
is now primary for information activity,"
- Susannah Fox, Assoc. Director at Pew
Internet.
“12 billion searches were conducted in July 2008”
- comScore
Alex Cohen | www.alexlcohen.com
Search is Precise
Product or Service
Target Audience
Constraints Qualifiers Landing Page
• What you sell
• Competitors
• Related Products
• Keywords
• Search Engines
• Websites
• Bids
• Match Type• Text Ad
• Negative Keywords
• Homepage
• Category page
• Product page
• Search results
Alex Cohen | www.alexlcohen.com
Search In Motion
Yes: Organic Pet Food,
Natural dog chow
No: Cheap Pets, organic
pet bedding
Yes: Relevant, targeted
No: Generic, bland
Alex Cohen | www.alexlcohen.com
Search is Fully Optimizable and Cheap
Clicks cost - $0.05 - $0.75+
Targeted, relevant ads aimed at
active searchers convert efficiently
Everything can be measured,
analyzed and improve
Keyword
Creative
Engine
Match Type
Landing Page
Bid
Know More – Web Analytics
Alex Cohen | www.alexlcohen.com
4 Basic Elements of Web Analytics
1 2 3PeopleSources of
TrafficSite 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
Impression
Visit
2nd Click
Browse
Cart
Begin Checkout
Order
Be ruthlessly efficient
Prioritize your leaks
Roll out the winners
Measure your
Sites
Segments
Campaigns
Build a data loving culture
Fail Faster – Website Testing
Alex Cohen | www.alexlcohen.com
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
Radical changes
Fast and simple BUT
What caused the change?
Multiple “factors” tested
Longer and more complicated BUT
Lots more insight
A/B Multivariate
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
Site - www.clickequations.com
Blog - www.clickequations.com/blog
Twitter – clickequations
Blogger at Digital Alex
Blog - www.alexlcohen.com
LinkedIn -
http://www.linkedin.com/in/alexcohen
Twitter - digitalalex
APPENDIX
Alex Cohen | ClickEquations | www.alexlcohen.com
Alex Cohen | 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
FAST AND FURIOUS:
USING INTERNET MARKETING TO
START YOUR BUSINESS
Alex Cohen | ClickEquations | www.alexlcohen.com
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