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

04/15/2023 1

Online Marketing for

StartupsOverview & First Steps

Philipp Klöckner | @pip_net | PK.de | Slides: clk.me/pnp

04/15/2023 2Philipp Klöckner

2005 2010 2015

Philipp KlöcknerConsultant & Angel InvestorSearch & Organic Growth

@pip_net

04/15/2023Philipp Klöckner 3

Agenda1. Intro2. General Trends3. Online Marketing Methods

1. Display Advertising2. Video Advertising3. Search Engine Marketing4. Social Media Marketing5. Email Marketing & CRM6. Affiliate Marketing7. Classifieds & Marketplaces8. Content, Native Advertising, Apps

4. How To Get Started5. Common Pitfalls & Best Practise6. Q&A


"Half the money I spend on advertising is wasted; the trouble is I don't know which

half."John Wanamaker – Marketing Pioneer


Key AdvantagesOffline Marketing Online Marketing

Accountability?Brand Awareness Plans & BudgetingWaste coverage

Tracking!Sales/Performance

Live Data & AdjustmentsTargeting

VS


Advertising Growth = Purely Digital


Digital #1 Media Category


Performance Prevails


The Mobile Shift


Formats & Channels


KPIs & Metrics• CPM, CPC, CPO, CPL, CPI• BUT: Effectively you might pay eCPM for Publishers• RPV, AOV, ARPU• ROI, ROAS• Conversion Rate, Capture Rate• Reorder Rate, Churn Rate• CLV vs. CAC• Share of Voice

• Start Tracking to Gather Data and Insights!• Tools: Google Analytics, Webtrekk, Adobe + DWH


Agenda1. Intro2. General Trends3. Online Marketing Methods

1. Display Advertising2. Video Advertising3. Search Engine Marketing4. Social Media Marketing5. Email Marketing & CRM6. Affiliate Marketing7. Classifieds & Marketplaces8. Content, Native Advertising, Apps

4. How To Get Started5. Common Pitfalls & Best Practise


Display Advertising

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The Display Ecosystem

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Simplified (a lot)

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Analyze Display Tech Setup

Chrome Plugin: clk.me/ghostery

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Marketing Tech


Display: Getting Started

• Programmatic/RTB only• Segment by Engagement (or Revenue Potential)• Test & Analyse (incl. Attribution or Black-out) • Retargeting (Existing Visitors)

o Google Remarketingo Facebooko Criteoo Sociomantic

• Abandoned Baskets, Micro Conversions, B2B Leads• Reactivation (Existing Customers)• Prospecting

o Identifying Similar Users (Statistical „Twins“, Lookalike Audience)


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 Adso Skippable Video Ads (TrueView)o Non-Skippable In-Stream Ads


Search Engine Marketing


SEA: AdWords Campaign Setup

• Architecture follows search demand and landing page structure• Most settings campaign specific


SEA: Best Practise• Include „Learning Budget“• Use AdWords Conversion/Ecommerce Tracking• Consider Bid Management Software• Use bid adjustments for

o Mobile/Desktopo Day of the weeko Time of dayo Geo Location

• Make use of Ad Extensions whenever suitable• Constantly test ad copy/creatives for CTR & CVR


Search Engine Optimization

Content

• Titles & Headings

• MetaDescriptions

• Relevance• Unique• Useful• Digestible • Persuasive• No „SEO-Text“

Popularity

• Links & Mentions

• PR / Buzz• Brand Search• Direct Traffic

Architecture

• Accessibility• Markup• Indexing• Internal

Linking• Prioritization


SEO: Best Practise• Empathy: Understand search behavior and intent• Quality over Quantity – Great evergreen URLs• Focus on few strong landing pages• 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


SEO: Investment Case

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Social Media Marketing

• Facebook (Twitter, Instagram, Pinterest)• Owned Media, Earned Media, Paid Media• Facebook Targeting:

o Locationo Demography o Interesto Fans of…o Behavior o Workplaceo Custom Audience (emails, UserIDs)o Lookalike Audience (low brainer)

• Efficient HR Marketing


Social Ad Intelligence


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


Affiliate Marketing


Affiliate Marketing

• Usually CPO-based („riskfree“)• Publisher Models

o Contento RTBo Couponingo Cashback/Loyaltyo All trades of scam…

• Hard to measure incremental revenue• Risk of cannibalization • Needs good understanding of attribution and

customer journey


Classified & Marketplaces

• Arbitrage Channel• BUT: Cannibalization Effect• Syndication = Duplicate Content• Classifieds: Quite intransparent• „Agency Model“


Other Channels• Content Marketing & PR• Native Advertising & Advertorials• App Marketing• Offline, TV, Out of Home Media• Trade Fairs, Expos, Industry

Events• What else?


How To Get Started• Focus on key channels (Which?)• Understand CLV vs. CAC• Build Cohorts• Marketing in Company DNA

o Data & Trackingo HR, Recruiting & Team Setupo C-Level Attentiono Knowledge Supply

• Inhouse vs. Agencyo Marketing is 50% of your business o You cannot outsource successo Agency Dilemmao Solutions


Principal Agent Theory aka. „Agency

Dilemma“

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The Power of Segmentation

https://medium.com/venture-capital-growth-hacking/understanding-customer-acquisition-costs-74aec7538b4d

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Marketing Intelligence

www.similarweb.com/website/beepi.com

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Instead of Trial & Error

SlideDeck: clk.me/smx2015

04/15/2023Source: Google 38

Customer Journey & Attribution Modelling

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

Marketing

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