Leveraging Founder-Led-Marketing in 2023 – By Nik L’s Marketing
Introduction to Nik’s Founder-Led Marketing
Are you tired of the same old marketing strategies that just don't seem to be getting you the results you want? Maybe it's time to try something a little more...founder-y. No, we're not talking about a new type of craft beer (although that does sound delicious).
We're talking about founder-led marketing – a strategy that puts the unique vision and passion of the founder at the forefront of the marketing efforts.
In this article, we'll explore the ins and outs of founder-led marketing and how it can help businesses stand out and succeed in today's crowded market. So grab a pen (or a beer) and get ready to take some notes – it's time to level up your marketing game.
What is founder-led marketing?
According to a study by the Harvard Business Review, companies that are founded and led by a strong CEO are more likely to succeed than those without a visionary leader at the helm.
Founder-led marketing is when the founder of a company takes a hands-on approach to leading the marketing efforts.
This approach differs from traditional marketing, which often involves a dedicated marketing team.
"Marketing is no longer about the stuff that you make, but about the stories you tell." - Seth Godin, author and entrepreneur
Founder-led marketing can be particularly effective for startups and smaller businesses, as the founder has a deep understanding of the product or service being offered and can infuse their own vision and personality into the marketing efforts.
This approach allows for authenticity and a strong connection with the target audience.
Example: Zappos is an online footwear and clothing retailer known for its exceptional customer service and company culture. Founded by Tony Hsieh in 1999, Zappos has grown into a multi-billion dollar company with a loyal customer base. Hsieh has been instrumental in leading the company's marketing efforts and building the Zappos brand.
Hsieh's personal involvement in the company's marketing efforts has contributed to Zappos' success and helped it stand out in a crowded market.
Can founder-led marketing help me, or my brand?
You bet it! As a founder, you have a unique perspective on your business and a deep understanding of your product or service. When you lead your own marketing efforts, you have the opportunity to infuse that perspective and understanding into your campaigns, which can create a strong connection with your target audience.
For example, Glossier's success can be attributed, in part, to the brand's use of founder-led marketing and the incorporation of Emily Weiss's personal passion for skincare and makeup into every aspect of the brand's marketing. This approach allows for authenticity and a sense of relatability that can be difficult to achieve with a traditional marketing team.
In fact, a survey by Sprout Social found that 74% of consumers say that authenticity is a key factor in whether or not they trust a brand. By leading your own marketing efforts, you have the chance to create a level of authenticity that can be crucial to building trust and loyalty with your audience.
In addition to authenticity, founder-led marketing allows you to stay true to your company's core values and mission. This can be especially important for companies that have a strong social or environmental focus, as it allows you to communicate those values to your audience in a genuine way.
Example: Patagonia, a company known for its commitment to environmental sustainability, uses founder-led marketing to communicate its values and mission to its target audience. This approach has helped the company cultivate a loyal customer base and differentiate itself from competitors.
Finally, founder-led marketing allows for agility and adaptability. As the leader of your business, you have the ability to pivot and make quick decisions when necessary. This can be especially important in today's fast-paced business environment, where changes in the market can happen quickly.
Challenges faced by founders in a marketing role
While there are many benefits to founder-led marketing, it's important to recognize that it's not without its challenges. One of the most common challenges founders face in a marketing role is time constraints. As the leader of a business, you likely have a lot on your plate and may not have a lot of time to dedicate to marketing efforts.
In addition to time constraints, founders may also face challenges if they don't have a background in marketing. Marketing can be a complex field, with its own set of best practices and strategies. If you're new to marketing, it's essential to be willing to learn and seek out resources such as marketing courses or consulting services.
However, there are ways to overcome these challenges. One effective strategy is to prioritize your marketing efforts and focus on the tactics that will have the biggest impact. For example, rather than trying to do everything at once, you may want to start with a targeted social media campaign or email marketing campaign.
"Marketing is about values. It's a complicated and noisy world, and we're not going to get a chance to get people to remember much about us. No company is. So we have to be really clear on what we want them to know about us." - Steve Jobs, co-founder, and ex-CEO of Apple
It's also a good idea to seek help when needed. This could mean hiring a part-time marketing assistant or partnering with a marketing agency. By surrounding yourself with skilled professionals, you can get the support you need to effectively lead your marketing efforts.
Example: Bobbi Brown, the founder of the eponymous cosmetics brand, faced the challenge of not having a background in marketing when she started her business. However, she was able to overcome this challenge by seeking guidance from experts and building a strong team of marketing professionals. Today, the Bobbi Brown brand is known for its successful marketing campaigns and strong connection with its target audience.
Tips and best practices for founder-led marketing
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Be a marketing maverick, at least try!
As a founder leading your own marketing efforts, it's important to be a marketing maverick and think outside the box. Don't be afraid to try new things and take risks – you never know what might pay off.
Of course, it's also important to be strategic and focus on the tactics that will have the biggest impact. So don't go completely rogue – use data and industry best practices to guide your decision-making.
And if you're feeling overwhelmed or unsure of how to proceed, don't be afraid to seek help. Hiring a part-time marketing assistant or partnering with a marketing agency can give you the support you need to effectively lead your marketing efforts.
Example: Gary Vaynerchuk, CEO, and founder of VaynerMedia, is known for his unconventional marketing approach and willingness to take risks. His maverick approach has helped him build a successful business and a loyal following.
Don't be afraid to seek help
As a founder, you can't be an expert in everything. And that's okay! If you're struggling with a particular aspect of your marketing efforts, don't be afraid to seek guidance from experts or to bring in additional help.
This could mean hiring a part-time marketing assistant or freelancer (not me ??) to help with specific tasks or partnering with a marketing agency to get access to a team of experts.
Don't be afraid to invest in your marketing efforts – it can pay off in the long run. By seeking help when needed, you can ensure that your marketing efforts are as effective as possible.
Example: When Hootsuite, a social media management platform, was first starting out, the founders faced the challenge of not having a lot of marketing experience. They were able to overcome this challenge by seeking guidance from experts and building a strong team of marketing professionals. Today, Hootsuite is known for its successful marketing campaigns and strong brand presence.
Keep learning and adapting
“Founder-led marketing requires adaptability and a willingness to learn, but the agility it allows can give your business a competitive edge.” Nik L
Marketing is a constantly evolving field, and it's important to stay up-to-date on industry trends and best practices. This means setting aside time each week to read industry news and blogs and attending marketing conferences or workshops.
It's also important to be open to trying new things and experimenting with different tactics. By keeping an open mind and being willing to learn and adapt, you can stay ahead of the game and find what works best for your business.
Get Social
In today's digital age, social media is a crucial part of any marketing strategy. As a founder leading your own marketing efforts, it's important to make the most of social media platforms to connect with your target audience and promote your brand.
This means being active on relevant platforms and creating engaging content that resonates with your audience. It's also a good idea to interact with your followers and respond to comments and messages in a timely manner.
In addition to creating your own content, don't be afraid to leverage the power of influencer marketing. Partnering with influencers who have a loyal following in your target market can help you reach a larger audience and increase brand awareness.
Example: Casey Neistat, a filmmaker and entrepreneur, has used social media to great success in his marketing efforts. He has a strong presence on platforms like YouTube and Instagram and is known for his engaging and authentic content. By leveraging the power of social media, Neistat has built a loyal following and a successful business.
Stay true to your brand's unique voice and message
“The secret to successful marketing is honesty." - Margaret Molloy, SVP of global marketing at Siegel+Gale
As a founder leading your own marketing efforts, it's crucial to stay true to your brand's unique voice and message. This means communicating your values and mission in a genuine and authentic way and being consistent with the overall brand image you're trying to cultivate.
One key tip is to define your brand's voice and message clearly from the start. This can help you stay focused and ensure that all of your marketing efforts are aligned with your brand's identity.
Consistency with your messaging
In addition to defining your brand's voice and message, it's important to be consistent in your communication. This means using the same tone and language across all channels, from your website to your social media posts. Consistency helps to build trust and recognition with your audience.
Use data as leverage
Data is a powerful tool in marketing and can help you make informed decisions about your campaigns. Make sure to track the performance of your marketing efforts and use the data you collect to optimize your campaigns and measure their success. Tools like Google Analytics can be particularly helpful in this regard.
Conclusion
As a founder, you have a unique perspective on your business and a deep understanding of your product or service. When you lead your own marketing efforts, you have the opportunity to infuse that perspective and understanding into your campaigns, which can create a strong connection with your target audience.
While there are challenges to founder-led marketing, such as time constraints and a lack of marketing experience, there are ways to overcome these challenges. By staying up-to-date on industry trends, staying true to your brand's unique voice and message, seeking help when needed, and keeping an open mind and a willingness to learn and adapt, you can effectively lead your marketing efforts and achieve success.
So don't be afraid to roll up your sleeves and take charge of your marketing efforts – you've got this!
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