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Marketing & PR for Startups @ Google Campus - Tips and Best Practices
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Marketing & PR for Startups @ Google Campus - Tips and Best Practices


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This presentation was delivered June 26 at Google Campus in Tel Aviv, as part of Funding, Development and Marketing for StartUPs Event ( …

This presentation was delivered June 26 at Google Campus in Tel Aviv, as part of Funding, Development and Marketing for StartUPs Event (
Titled 'Five Tips to Kickstart Your Startup's Marketing Activities', this deck provides my own insights + best practices (Uber, Get Taxi, Inner-active, Onavo, TestFairy, others) into what I believe founders should focus on when starting their marketing activities.

My five tips to kickstart your startup's marketing activities are:
5. Online Presence
4. Content Marketing & Distribution - Is It Right For Me?
3. Make Your Customers Happy
2. Find Your Product/Market Fit
1. Build a Community

The presentation covered other topics as well, but only scratched the surface:
* Tools Of The Marketer - DIY
* Acquisition Vs. Retention
* PR
* The 3 “Whats”

I'm a CMO/Advisor (freelance) working out of Israel, available for advisory engagements and speaking opportunities: or +972-52-5799899.

Happy to hear your thoughts and feedback.

Published in: Marketing, Technology, Business

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  • One month after the announcement:
    5X – number of customers
    30X – number of transactions at TestFairy system
  • Don’t be afraid to get creative and experiment.
    It’s not ‘1 size fits all’.
  • Transcript

    • 1. Dvir Reznik @dvirreznik
    • 2.  CMO for startups (freelance)  14 years of marketing experience, last 5 at ‘Startup Nation’  Worked for Onavo (acquired by Facebook), Bizzabo, Zooz Payments, Serendip Media, Vubooo Soccer, WonderVoice for FB, tawkon/Glove, SQream Technologies, justAd, Heystack, others  Guest Lecturer @ The College of Management
    • 3.  Are you already a part of a startup?  Is this your first startup?  Have you identified your target audience?  Launching within 3 months?
    • 4. Five Tips To Kickstart Your Startup’s Marketing Tools Of The Marketer Acquisition Vs. Retention PR The 3 “Whats” Q&A
    • 6.  Own the domains, KISS  Be genuine, don’t over-sell  Rally the troops  Focus your digital efforts, leverage assets  Media: Twitter lists and G+
    • 7.  It’s NOT ‘1 size fits all’  Share of voice vs. Own the space  Write great content, not good one  Gaining traction takes time  Distribution is as important as the content itself  Example:
    • 8.  Get ready for a hand-to-hand combat  Don’t think of scale. Not now.  Find why those 100 come back (retention)  No. Mom & dad don’t count  Measure. Everything. Example:
    • 9.  SWOT: ◦ Company: Strengths & Weaknesses ◦ Industry: Opportunities & Threats  Who’s NOT my target audience?  Product/Market Fit  Example:  ‘We Exist To Wow Passengers And Drivers Alike’
    • 10. “Lots of startups fail before product/market fit ever happens. When you are BPMF, focus obsessively on getting to product/market fit. It’s the only thing that matters” Marc Andreessen, General Partner, Andreessen Horowitz Source:
    • 11.  Sense of belonging  Every customer is an evangelist. He doesn’t know it yet  Appeal to your target audience, even a niche one  Don’t assume, ask  Example: (Guardians of your data, Breach Alerts)
    • 12. Google Analytics Fiverr Odesk / Elance Onehourtranslation Dropbox Haro Twitter Lists G+ Groups Distimo Monitor/Appannie Google Keywords Tool MailChimp Asana SurveyMonkey TestFairy LinkedIn Groups Facebook pages Optimizely Unbounce Google Search
    • 13. Link to video:
    • 14. Source: The Lean Startup by Eric Ries
    • 15. 50% Easier Selling To Existing Customers 5x More Expensive To Acquire A New User 80% Of Future Revenues Will Come From 20% Of Your Existing Customers Source:
    • 16. “The people who signed up in the first month: Are they still using it today? Often in social startups you’ll see people sign up, use it for a couple of months, and then never use it again. This weird effect where, because your sign-up rate is so high, your active users seems to stay pretty much the same. Like a revolving door.” Kevin Systrom, Instagram
    • 17. Uber video: “Everyone can grasp the problems with taxis and how overhauling that industry is exciting and controversial. It's a story that's bigger than the app.” Martin Bryant, Editor-In-Chief,
    • 18. What did I do yesterday and how it performed? What I’m doing today What am I doing tomorrow?
    • 19. Online Presence Content & Distribution Make Your Customers Happy Find Your Product/Market Fit Community Measure Everything Have A Great Story
    • 20. | @dvirreznik | 052-5799899