Fast and Furious Internet Marketing for Startups
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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 and Furious Internet Marketing for Startups
- 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
- 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