Marketing essentials, tips and experience sharing for startups by an experienced marketing professional and startup mentor

1. Cagdas Onen // Marketing Manager @ iyzico // @cagdasonen

2. About myself…
@cagdasonen
/in/cagdasonen

3. What is the Agenda?

4. Marketing
* American Marketing Association – Definition of Marketing
What is Marketing?

5. What is Marketing?

6. “Marketing” in Startups!

7. “Marketing” in Startups!

8. But the reality is much more different than imagined…

9. So how will you
?

10. MARKETING
SHOULD START
THE MOMENT THE
PRODUCT IS
CONCEPTUALIZED
Everything starts with a story…

11. What’s your story?
story
story marketing
 Company Culture
Talent Acquisition
Fundraising

12. What’s your story?
story
story
“Marketing is no longer about the stuff you make, but about the stories you tell”
Seth Godin

13. Next Step: Strategy

14. Next Step: Strategy
User Acquisition
Growth
User Acquisition + Growth

15. Strategic Approach: Marketing Funnel
Create a funnel and observe & analyse the user behaviour through each phase…
Acquisition
Activation
Retention
Revenue
Referral
Startup Metrics for Pirates by Dave McClure

16. Strategic Approach: Marketing Funnel
Acquisition: Users coming to your site & application through various channels
Activation: Users enjoy their first visit
Retention: Users come back again
Referral: Users liked your site & application and started referring friends
Revenue: Users started taking action that results in creating a revenue for you
Startup Metrics for Pirates by Dave McClure

17. A new terminology: Growth Hacking
http://www.startup-marketing.com/where-are-all-the-growth-hackers/

18. What is Growth Hacking?
Growth Hacking is a set of tactics and best practices for dealing with user growth
The main task for a growth hacker is to figure out how to move users from one
level of funnel to the next one

19. Growth Hacking Best Practices
User growth via single trick
PS – I love you and a link back to
the homepage of Hotmail.
API connection and posting of the
entries to Craigslist
Bring your friend and get additional
storage

20. Funnel Structure
Startup Metrics for Pirates by Dave

21. Key Points – SEO
 Fixing all SEO issues on the your website
 Improving page speed for desktop and mobile version
 Regular SEO-friendly content creation
 Build high-quality backlink profile that helps for improving Google trust score
 Regular SEO audit and analysis of mobile SEO performance
 Sitemap and checking of 301 redirections if any
 Complete page titles and descriptions

22. Key Points – Analytics and Remarketing
 Integration of Google Tag Manager
 Google Adwords & Google Search Console Integration
 Social Media Analytics Integration
 Filtering of Spammed Traffic
 Analysis of Referred Traffic
 Analysis of the User Journey on the website

23. Key Points – Analytics and Remarketing
Apply Remarketing for specific scenarios and bring users back to your website
Some scenarios examples are as below:
 Lists that target all our visitors
 Lists that target specific page visits
 Lists that target visitors who took a certain action
 Listst that target visitors based on visitor segments

24. Key Points – Analytics and Remarketing
Remarketing Sample Flow
User visits
your page
Clicks on the
“Registration”
form but doesn’t
complete
Via Remarketing, a
banner is shown to
the user
The user re-visits
your page
This time the user
completes the
form

25. Key Points – Social Media
Defining one of the social media channel as Mother Ship and position the
others as in supporting position
Facebook >> Video Content & Lifestyle Approach
Twitter >> Engagement & Real-time Communication & Customer Support
LinkedIn >> Corporate Face of your Startup
Instagram >> Your Company Life & Company Album
YouTube >> Video Information Channel

26. Key Points – E-mailing
As your user base grows, you need to be informing them in different channels
You need to have e-mailing templates for different user actions
Especially for re-activation of inactive users, e-mailings still work!
Yet for customer support purposes, e-mailing is one of the most effective tool

27. Key Points – Events & Sponsorships
Events are the key to “networking” and “leveraging your awareness”
You don’t necessarily need to be a sponsor at an event to get maximum
disposure
It is better to;
 Meet as many people as possible and be on the move all the time
 Try to spend optimum time for each contact
 Make sure you don’t overspend time with a single person
 Follow-up as soon as the event finishes

28. Key Points – PR
 Identify key influencers namely journalists and bloggers
 Create your own list of contacts
 Create a relationship and start a conversation with them
 Don’t forget that it is crucial to maintain the relationship and be a great
contact for them
 If you believe you have a potential story, reach out and spread it
 If you don’t have a potential story, it is useless to push them so go balanced!

29. Key Points – Budget & Team & Calendar
 Once you decide on the tools, it is time to create the budget
 Don’t forget that you will start with almost “zero” budget  So you will need
to work your wonders on the way
 Marketing can never be a 1-man show so you need to have experts if
possible to be helping you
 Finally you need to be flexible on your plans but need to follow a calendar
 In marketing, one shot actions never bring huge results. You need to have a
continuos flow of activities
 This way your efforts exponentially grows

30. Key Points – KPI and Tracking

31. Key Points – KPI and Tracking
Without tracking the KPIs , you can make sure that your marketing efforts are
wasted!
As you assign each tool for each part of the tunnel, you need to define the
KPIs and tracking methods as well
Funnel Desired Result Communication Channel KPI Tracking
Acquisiton Sign-up for the site Social Media Posts
Increasing reach of posts Social Media Analytics
Increase in CTR Google Analytics (UTM Tracking)
Acquisiton Sign-up for the site Online Advertising
High CTR Social Media Analytics
High Conversion Google Analytics (Remarketing Code Activation)

32. So what we have discussed so far…
 Marketing starts with a story
 Before the start, you set your strategy
 Strategy is transformed into a funnel structure
 Each marketing tool is assigned for each part of the funnel
 Your story is again your fundamental element for marketing messaging
 Budget, team and calendar are set
 KPIs are defined

33. And the marathon begins!

34. What I’ve learnt as “Marketing Manager”
 “Big marketing budget” doesn’t guarantee success
 What works successfuly may not work next time!
 Sometimes you are amazed to see good results with small budgets
 Marketing is a team-work and harmony of different disciplines
 Marketing is a marathon. If you run and stop in this marathon, you need more effort to
catch your previous pace
 If your marketing efforts don’t help your strategy, then stop immediately
 Everyone has an idea about marketing so you need to have solid arguments
 Things change very fast and if you can’t keep up, you are out of the game!

35. Nick Fury - The Avengers

37. Hat tip:

38. Let’s stay connected!
Cagdas Onen
Marketing Manager @ iyzico
@cagdasonen
/in/cagdasonen
cagdas.onen@iyzico.com