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.

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
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4. "Half the money I spend on advertising is wasted; the
trouble is I don't know which half."
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John Wanamaker – Marketing Pioneer

5. Key Advantages
Offline Marketing Online Marketing
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Accountability?
Brand Awareness
Plans & Budgeting
Waste coverage
Tracking!
Sales/Performance
Live Data & Adjustments
Targeting
VS

6. Advertising Growth =
Purely Digital
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7. Digital #1 Media Category
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8. Performance Prevails
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9. The Mobile Shift
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10. Formats & Channels
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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
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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
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13. Display Advertising
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14. The Display Ecosystem
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15. Simplified (a lot)
6/1/2016Source: Nugg.ad 15

16. Analyze Display Tech Setup
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17. Marketing Tech
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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)
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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
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20. Search Engine Marketing
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21. SEA: AdWords Campaign Setup
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• 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
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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
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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
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25. SEO: Investment Case
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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
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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
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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
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29. Classified & Marketplaces
• Arbitrage Channel
• BUT: Cannibalization Effect
• Syndication = Duplicate Content
• Classifieds: Quite intransparent
• „Agency Model“
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30. Other Channels
• Content Marketing & PR
• Native Advertising & Advertorials
• App Marketing
• Offline, TV, Out of Home Media
• Trade Fairs, Expos, Industry Events
• What else?
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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
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32. Principal Agent Theory
aka. „Agency Dilemma“
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33. The Power of Segmentation
6/1/2016https://medium.com/venture-capital-growth-hacking/understanding-customer-acquisition-costs-74aec7538b4d 33

34. Marketing Intelligence
6/1/2016www.similarweb.com/website/beepi.com 34

35. Instead of Trial & Error
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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“
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