Basic Overview on Online Marketing for Early Stage Startups (Seed to Series A Stage). Performance Marketing Channels and Insights on Social Media Marketing, SEA, SEM, SEO, SMO, ASO, Display Marketing, RTB, Retargeting, Programmatic Advertising, CRM, YouTube and other Marketing Opportunities. June 1st 2016 @ Axel Springer Plug and Play Accelerator.
3. Agenda
1. Intro
2. General Trends
3. Online Marketing Methods
1. Display Advertising
2. Video Advertising
3. Search Engine Marketing
4. Social Media Marketing
5. Email Marketing & CRM
6. Affiliate Marketing
7. Classifieds & Marketplaces
8. Content, Native Advertising, Apps
4. How To Get Started
5. Common Pitfalls & Best Practise
6. Q&A
6/1/2016Philipp Klöckner 3
4. "Half the money I spend on advertising is wasted; the
trouble is I don't know which half."
6/1/2016Philipp Klöckner 4
John Wanamaker – Marketing Pioneer
5. Key Advantages
Offline Marketing Online Marketing
6/1/2016Philipp Klöckner 5
Accountability?
Brand Awareness
Plans & Budgeting
Waste coverage
Tracking!
Sales/Performance
Live Data & Adjustments
Targeting
VS
18. Display: Getting Started
• Programmatic/RTB only
• Segment by Engagement (or Revenue Potential)
• Abandoned Baskets, Micro Conversions, B2B Leads
• Test & Analyse (incl. Attribution or Black-out)
• Retargeting (Existing Visitors)
o Google Remarketing
o Facebook
o Criteo
o Sociomantic
• Reactivation & Retention Mgmt.(Existing Customers)
• Prospecting
o Identifying Similar Users (Statistical „Twins“, Lookalike Audience)
6/1/2016Philipp Klöckner 18
19. Video Advertising
• 1bn users, more than 1bn video views per day
• Native YouTube channel (Good Luck!)
• Native Advertising in 3rd party channels
• Formats
o Display Ads (upper right)
o Overlay Ads
o Skippable Video Ads (TrueView)
o Non-Skippable In-Stream Ads
6/1/2016Philipp Klöckner 19
22. SEA: Best Practise
• Consider „Learning Budget“
• Use AdWords Conversion/Ecommerce Tracking
• Expand & block keywords (negatives)
• Consider Bid Management Software (later stage)
• Use bid adjustments for
o Mobile/Desktop
o Day of the week
o Time of day
o Geo Location
• Make use of Ad Extensions whenever suitable
• Constantly test ad copy/creatives for CTR & CVR
6/1/2016Philipp Klöckner 22
24. SEO: Best Practise
• Empathy: Understand search behavior and intent
• Quality over Quantity – Great evergreen URLs
• Focus on few strong landing pages for MVP
• Prioritize main pages in site structure
• Create what‘s needed - but reduce to the max
• Use PR and existing partners for link building
• Reengineer A+ links of competition and similar sites
6/1/2016Philipp Klöckner 24
26. Social Media Marketing
• Facebook (Twitter, Instagram, Pinterest)
• Owned Media, Earned Media, Paid Media
• Facebook Targeting:
o Location
o Demography
o Interest
o Fans of…
o Behavior
o Workplace
o Custom Audience (emails, UserIDs)
o Lookalike Audience (low brainer)
• Efficient HR Marketing
6/1/2016Footer Text 26
27. Email Marketing & CRM
• 3rd Party email lists usually „oversold“
• Try to „generate“ subscribers through alerts, agents,
deals, newsletters, orders, etc
• Reactivation of own userbase very powerful
• Direct impact on CLV (creates ex-post profitability)
• Segmentation & Personalisation
• Context: Time, Location, Recency
• Probably most important channel for CLV based
business models
• CRM Channels: Phone, eMail, Push, Display, FB, GG
6/1/2016Philipp Klöckner 27
28. Affiliate Marketing
• Usually CPO-based („riskfree“)
• Publisher Models
o Content
o RTB
o Couponing
o Cashback/Loyalty
o All trades of scam…
• Hard to measure incremental revenue
• Risk of cannibalization
• Needs good understanding of attribution and customer
journey
6/1/2016Philipp Klöckner 28
30. Other Channels
• Content Marketing & PR
• Native Advertising & Advertorials
• App Marketing
• Offline, TV, Out of Home Media
• Trade Fairs, Expos, Industry Events
• What else?
6/1/2016Philipp Klöckner 30
31. How To Get Started
• Responsibility Online Marketing (Founder, CMO, Head?)
• Focus on key channels (Which? Use OKRs?)
• Understand CLV vs. CAC
• Build Cohorts
• Marketing in Company DNA
o Data & Tracking
o HR, Recruiting & Team Setup
o C-Level Attention
o Knowledge Supply
• Inhouse vs. Agency
o Marketing is 50% of your business
o You cannot outsource success
o Agency Dilemma
o Solutions
6/1/2016Philipp Klöckner 31
37. Good Reads
• Eric Ries: „The Lean Startup“
• Ben Horowitz: „The Hard Thing About Hard Things“
• Andrew Grove: „High Output Management“
• Peter Thiel: „Zero to One“
• Clayton M. Christensen: „The Innovator‘s Dilemma“
• Alvin E. Roth: „Who Gets What – And Why“
6/1/2016Footer Text 37