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

Alex Cohen | 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

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

http://www.clickequations.com/

http://www.clickequations.com/blog

http://www.alexlcohen.com/


The Startup Problem


This Is How it Works, Right?

Your StartupThe Goal


No, You Have to Tack

Your StartupThe Goal


You Need Time and Money

Survival +

Success

Spend Smarter

Know More

Fail Faster

Spend Smarter – Paid Search


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


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


Search In Motion

Yes: Organic Pet Food,

Natural dog chow

No: Cheap Pets, organic

pet bedding

Yes: Relevant, targeted

No: Generic, bland


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


4 Basic Elements of Web Analytics

1 2 3PeopleSources of

TrafficSite Interaction

4 Outcomes


What Is Web Analytics?

Web analytics is awesome!


Where Do the Data Go?


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


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


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


We’re Basically Asking 2 Questions

Are there barriers to conversion? (If so, remove them)

Is the page persuasive? (If not, make it so)


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 -


Twitter - digitalalex

http://www.clickequations.com/

http://www.clickequations.com/blog

http://www.alexlcohen.com/


APPENDIX



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


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

Business

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