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Online Marketing
for Startups
Overview & First Steps
6/1/2016 1Philipp Klöckner | @pip_net | PK.de | Slides: clk.me/pnp
6/1/2016Philipp Klöckner 2
2005 2010 2015
Philipp Klöckner
Consultant & Angel Investor
Search & Organic Growth
@pip_net
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
"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
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
Advertising Growth =
Purely Digital
6/1/2016Philipp Klöckner 6
Digital #1 Media Category
6/1/2016Philipp Klöckner 7
Performance Prevails
6/1/2016Philipp Klöckner 8
The Mobile Shift
6/1/2016Philipp Klöckner 9
Formats & Channels
6/1/2016Philipp Klöckner 10
KPIs & Metrics
• Marketing Cost metrics: CPM, CPC, CPO, CPL, CPI
• BUT: Effectively you might pay eCPM with most Publishers
• Return metrics: RPV, AOV, ARPU
• Efficiency metrics: ROI, ROAS
• Conversion metrics: Conversion Rate, Capture Rate
• Retention metrics: Reorder Rate, Churn Rate
• Unit Economics: CLV vs. CAC
• Share of Voice (?)
• Start Tracking to Gather Data and Insights!
• Focus on REAL Growth KPIs > Unit Eco & Product Improv.
• Tools: Google Analytics, Webtrekk, Adobe + DWH
6/1/2016Philipp Klöckner 11
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
6/1/2016Philipp Klöckner 12
Display Advertising
6/1/2016Philipp Klöckner 13
The Display Ecosystem
6/1/2016Graphic by LUMA Partners LLC 2013 14
Simplified (a lot)
6/1/2016Source: Nugg.ad 15
Analyze Display Tech Setup
6/1/2016Chrome Plugin: clk.me/ghostery 16
Marketing Tech
6/1/2016builtwith.com/zalando.de 17
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
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
Search Engine Marketing
6/1/2016Philipp Klöckner 20
SEA: AdWords Campaign Setup
6/1/2016Philipp Klöckner 21
• Architecture follows search demand and landing page structure
• MVP: Landing page specific Campaigns/AdGroups
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
Search Engine Optimization
Content
• Titles & Headings
• MetaDescriptions
• Relevance
• Unique
• Useful
• Digestible
• Persuasive
• No „SEO-Text“
Popularity
• Links & Mentions
• PR / Buzz
• Brand Search
• Direct Traffic
• Mimic Real Life
Architecture
• Accessibility
• Markup
• Indexing
• Internal Linking
• Prioritization
6/1/2016Philipp Klöckner 23
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
SEO: Investment Case
6/1/2016Philipp Klöckner 25
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
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
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
Classified & Marketplaces
• Arbitrage Channel
• BUT: Cannibalization Effect
• Syndication = Duplicate Content
• Classifieds: Quite intransparent
• „Agency Model“
6/1/2016Philipp Klöckner 29
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
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
Principal Agent Theory
aka. „Agency Dilemma“
6/1/2016Philipp Klöckner 32
The Power of Segmentation
6/1/2016https://medium.com/venture-capital-growth-hacking/understanding-customer-acquisition-costs-74aec7538b4d 33
Marketing Intelligence
6/1/2016www.similarweb.com/website/beepi.com 34
Instead of Trial & Error
6/1/2016SlideDeck: clk.me/smx2015 35
Customer Journey &
Attribution Modelling
6/1/2016Source: Google 36
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

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Online Marketing for Startups | 2015 Philipp Klöckner @Plug and Play Accelerator

  • 1. Online Marketing for Startups Overview & First Steps 6/1/2016 1Philipp Klöckner | @pip_net | PK.de | Slides: clk.me/pnp
  • 2. 6/1/2016Philipp Klöckner 2 2005 2010 2015 Philipp Klöckner Consultant & Angel Investor Search & Organic Growth @pip_net
  • 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
  • 6. Advertising Growth = Purely Digital 6/1/2016Philipp Klöckner 6
  • 7. Digital #1 Media Category 6/1/2016Philipp Klöckner 7
  • 11. KPIs & Metrics • Marketing Cost metrics: CPM, CPC, CPO, CPL, CPI • BUT: Effectively you might pay eCPM with most Publishers • Return metrics: RPV, AOV, ARPU • Efficiency metrics: ROI, ROAS • Conversion metrics: Conversion Rate, Capture Rate • Retention metrics: Reorder Rate, Churn Rate • Unit Economics: CLV vs. CAC • Share of Voice (?) • Start Tracking to Gather Data and Insights! • Focus on REAL Growth KPIs > Unit Eco & Product Improv. • Tools: Google Analytics, Webtrekk, Adobe + DWH 6/1/2016Philipp Klöckner 11
  • 12. 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 6/1/2016Philipp Klöckner 12
  • 14. The Display Ecosystem 6/1/2016Graphic by LUMA Partners LLC 2013 14
  • 16. Analyze Display Tech Setup 6/1/2016Chrome Plugin: clk.me/ghostery 16
  • 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
  • 21. SEA: AdWords Campaign Setup 6/1/2016Philipp Klöckner 21 • Architecture follows search demand and landing page structure • MVP: Landing page specific Campaigns/AdGroups
  • 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
  • 23. Search Engine Optimization Content • Titles & Headings • MetaDescriptions • Relevance • Unique • Useful • Digestible • Persuasive • No „SEO-Text“ Popularity • Links & Mentions • PR / Buzz • Brand Search • Direct Traffic • Mimic Real Life Architecture • Accessibility • Markup • Indexing • Internal Linking • Prioritization 6/1/2016Philipp Klöckner 23
  • 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
  • 29. Classified & Marketplaces • Arbitrage Channel • BUT: Cannibalization Effect • Syndication = Duplicate Content • Classifieds: Quite intransparent • „Agency Model“ 6/1/2016Philipp Klöckner 29
  • 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
  • 32. Principal Agent Theory aka. „Agency Dilemma“ 6/1/2016Philipp Klöckner 32
  • 33. The Power of Segmentation 6/1/2016https://medium.com/venture-capital-growth-hacking/understanding-customer-acquisition-costs-74aec7538b4d 33
  • 35. Instead of Trial & Error 6/1/2016SlideDeck: clk.me/smx2015 35
  • 36. Customer Journey & Attribution Modelling 6/1/2016Source: Google 36
  • 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