Viral Founder-Led Marketing for SMEs

Hey there, entrepreneurs and marketing mad hatters!

Everybody nowadays is complaining how crowded all marketplaces have become and cutting through all the noise can be a challenge for sure. But what if the secret weapon for brand success lies within you? Yes, as sappy as that may sound - you as a founder hold a lot of power in the Marketing world. It's why I advocate for everybody to work on building their own personal brands too. So why is this cringe-worthy statement of "true power lies within" accurate in this instance?

Why Founder-Led Marketing Works:

Imagine the impact when the passionate face behind a brand steps out from behind the scenes. Consumers crave authenticity, and founders have a unique story to tell. Share your brand journey, from the initial spark of inspiration to the challenges you have had to overcome and continue to! By connecting with your audience on a human level, you can build trust, loyalty, and brand advocacy. There is a brilliant psychological term behind this called Parasocial Behaviour (Horton & Wohl, 1956). In essence, this dictates the one-sided relationship between brand personalities & celebrities and their fans. In essence we see this same effect taking place when founders take the stage in the Hollywood production that is - their company's marketing efforts. Though, let's be fair here - it's giving less Hollywood and more 3rd grade nativity play vibes.

Putting Founder-Led Marketing into Action:

1. Choose Your Platform Wisely:

Identify the social media channel where your target audience thrives. Is it LinkedIn's professional environment, the humor-driven world of TikTok, or the visually-oriented platform of Instagram? Now I knowww, I know - you won't necessarily have the same communication style as your fans but more often than not it will be enough to just be yourself in front of camera as a founder. Build your own brand up under your own accounts. Want to see someone else who is doing this? Gary Vaynerchuk and of course - yours truly Lenard Adanov . The two extreme sides of the spectrum here - an established professional with a serious number of incredible startups under his name, and someone who has fairly recently started building their own brand.

2. Content is King, Queen, Jester and the whole Royal Flush:

Go beyond a simple headshot and bio. Yes, we can equate a social media profile to a business card, but it doesn't mean it has to read like one! Craft content which is EITHER: educational, inspirational, entertaining and shareable, and last but not least - make it save-able! This last part is something social media platforms have been playing around with for a while now trying to make it more relevant and my forecast is that it will gain popularity. Make your content deliver value in such a way that people want to go back and watch it again even when faced with the overwhelming amount of other content they could also be watching. Experiment with video formats, behind-the-scenes glimpses, or humorous anecdotes that showcase your personality and brand values.

3. Embrace Vulnerability:

Don't be afraid to show your human side. Sharing your vulnerabilities and challenges can make you more relatable and create a deeper connection with your audience. Remember that psychology term from the 50's I mentioned? Yeah, that para-bara-socialism one? Yes! Well, this is that... People buy from people - not from giant corporations. Why do people buy Nike? Not because they want to look like a Giant Tick in the sky, but because they are inspired by the incredible sportspeople which represent the brand. That's the real connection! That's why being at the forefront of your brand nowadays is what you want. You're the only athlete representing your organization 24/7 and you need to let the world know!

4. Track Your Success:

Monitor key metrics like follower growth, engagement rate, and website traffic to see what resonates with your audience. Use these insights to refine your approach and maximize the impact of your founder-led marketing.

Inspiration from Fellow Founders:

• Dollar Shave Club: Michael Dubin's hilarious and relatable YouTube videos propelled his brand to viral fame.
• Glossier: Emily Weiss used her blog and social media to build a loyal community around her beauty brand.
• Warby Parker: The founders' playful and quirky marketing campaigns helped establish their brand as a leader in the eyewear industry.
• GymShark: Ben Francis as founder of GymShark became not only a huge sensation on social media but also got awarded the MBE by the English Crown and is Britain's youngest billionaire.

Ready to Get Started?

• Identify your brand story: What makes your journey unique? Don't worry if you're not completely unique by your standards though - it's more than enough to just be yourself. That's unique enough!
• Embrace your personality: Continuing on from the last point - please don't be afraid to let your true self be known!
• Experiment with content formats: Videos, live sessions, or Q&As can be highly engaging.
• Be consistent: Regular content creation is key to building a loyal following - especially when it comes to the algorithms to see you as a content creator! Look to post daily where possible.

Conclusion

Viral founder-led marketing isn't a magic bullet, but it can be a powerful tool in your SME's marketing. By sharing your story, connecting with your audience on a personal level, and constantly learning from your results, you can propel your business towards success.

Stay tuned for our next newsletter!

We'll be diving deeper into Marketing Strategies this Thursday and why most people ignore this part until its too late.

In the meantime, share your thoughts:

Have you experimented with founder-led marketing? What tips would you offer other entrepreneurs? Let me know in the comments below (that's also necessary for your own personal brand - engaging with content online)!

P.S. Stay on the lookout for my new TikTok and Instagram profiles to be coming out this week with more marketing insights and inspirational content!