Do founders have a planned posting series towards product or service launch? Usually “NO”. They construct castles in the air of massive sales and money raining down on them.
Without having covered all the bases, the founder appears out of nowhere with a GPT-ish message on the launch day:
“Exciting news! Our launch is finally here!”
The founder is excited, but the audience is not. Their launch from “finally here” to “finally nowhere” happens quickly. Many business founders struggle with this spontaneous launch because they lack a well-thought-out strategy.
Have you heard the term “foreplay”? This is the music to lure the audience to your launch tune.
Foreplay before product launch
You probably are aware of the word Foreplay in another context. It applies in product launches too. You can’t just come out of nowhere and tell people the big news.
You must build a personal connection and aura of desire and anticipation with your target audience.
You must get out in the crowded bazaar and scream to attract the customers. Believe me, people are deaf and suffer from short-term memory impairment. That is why you must create episodes with the climax episode of “Final Launch.”
Here’s a strategy for a planned succession of product launches leading up to the ultimate launch. Pre-sales will already be taking place before the product is launched. Each episode develops anticipation and curiosity in the audience.
Monday: Post a Case Study
A case study provides a solid foundation for future episodes. It provides tangible evidence of your successful efforts. It is usually based on a real story of innovative ideas, hurdles, and how you beat the odds to achieve your target. A digital marketing agency, for example, could present an eBook launch case study.
“Our client had planned a book release. Instead of immediately introducing the book, we took a different method. Everything starts with an introduction to the book, providing small portions.
The writer’s interactions in the comments further lock up his genuineness. Of course, everyone is excited about their product and considers it a masterpiece, but the challenge is to involve the audience or potential customers in your excitement.
The two-week method convinced them that this was a masterpiece.
The book’s cryptic portions pique the reader’s interest and the “what is next” phenomenon. By the time the book was released, we had already received preorders.
The digital noise of these two weeks proved a hit with readers eager to obtain the book and be the “The fortunate recipients.”
Here, the case study adopts the form of storytelling and illustrates how unconventional means can be used to complete a project. You are capturing the attention of your target audience by exhibiting your competence in your field.
Tuesday: Share Painfully Good Advice
What people enjoy doing in the internet realm is “offering advice.” People often don’t want to offend others when giving advice, resulting in sugar-coated posts.
The true issue, however, is to provide advice that is both enlightening and representative of reality. Painfully good advice may be as sharp as a knife, but it is ultimately beneficial.
As the saying goes, the truth can often be uncomfortable, and so is brutally good advice. This type of advice can be obtained from anecdotes about famous personalities and how venturing into an uncomfortable zone leads them to outstanding accomplishments.
It may not be pleasant to receive, but the insights will lead to improvement. Painfully good advice is a reminder that embracing the uncomfortable is the key to success.
Wednesday: Share Real-Time Skill
Actions speak louder than words. People are more interested in practicality than in theory. To claim yourself an expert, you have to show your real-time skills to the audience.
Exhibiting Real-time is more than just proclaiming one’s expertise. It is about constructing a communication bridge and validating your skills.
It is quite simple today because social media has set the stage for everyone. The comment sections on Linkedin, blogs, Facebook, and other social media platforms are the best grounds to prove your authority in your field.
The audience feels incredible knowing they can contact their mentor or an expert.
For example, there is a skilled social media marketer. He not only offers useful information regarding digital marketing, but he also engages and shares his expert opinion in the comments.
The marketer demonstrates his real-time skills by swiftly responding to inquiries, providing useful advice, and participating in important discussions. This may be taken to the next level with webinars and virtual events.
Thursday: Kill one Objection
The “Kill one Objection” technique is the most effective way to handle criticism. Rather than answering multiple objections, this strategy involves finding one misleading perspective and providing convincing, grounded-in-reality testimony.
You may heighten your launch position by focusing on one main objection rather than multiple objections and striking with well-researched, fact-based arguments.
This strategy requires extensive research and analysis of a pressing misconception. You kill the objection with a tailored argument and evidence that illuminates the audience’s understanding. It will also have the critics’ eyeballs on your launch.
An example of this can be “The hesitation of some businesses to hire a digital marketing agency.” The objection to being killed here could be “losing control over one’s business” or, more commonly, “cost concerns.”
Monday: Make a Show Don’t Tell post
Enough wilth the talking; this is the day to demonstrate a real time skill. Display your expertise by showcasing your successful projects. In a competitive market, relying entirely on “self-praise” will result in a bubble that bursts soon.
The “Show them” strategy will build trust and capture the attention of potential buyers. Prove them why you are the preferred choice.
Tuesday: Talk about Common Mistakes
Today, you draw another arrow from your arsenal in order to engage the audience deeply. It highlights a typical mistake businesses make, such as underestimating the value of content writing.
Addressing typical mistakes allows you to position yourself as an expert with extensive expertise in your profession.
It will affect both groups. Those who fall prey to common mistakes. It will demonstrate your empathy for them. The opposite group is the one responsible for creating such a mistake.
You have the opportunity to educate and show them how to avoid it. The audience will be captivated and want to hear more from you.
Wednesday: Change of perspective
Turning the spotlight on a different perspective sets you apart from the crowd. It depicts your originality and is a good way to increase engagement.
Furthermore, it can also have an element of controversy, arousing curiosity in your target audience.
Give the audience something sour instead of honeyed words. Don’t be just another monotonous launch; feeding the audience a changed perspective will allow them to be more interested in your offering.
Give your target audience the opportunity to consider an issue from a different perspective and question conventional beliefs. This new approach will demarcate you from the mob.
Thursday: Testimonial
It is time to enhance your reputation in the industry by sharing a few testimonials. When the audience observes people supporting and thanking you for resolving their problems, they gain trust in your skills.
Testimonials contribute to your brand building. It quotes you as a thought leader. Meaningful discussions aid in networking and provide valuable content to the audience.
Friday: Launch Day
Finally, It is time to bang into the market with your launch. All that hard work will pay off as you will have your audience turned into your customers or clients.
It is time for social engagement and for remaining focused. Collect feedback as it will serve as testimonials to your great product.
Did you note that the two-week strategy was centered on consistency? Consider each day an event, a series of events that culminate in the grand finale of the product launch.
Instead of simply announcing a product with empty seats in front of you, why not gather potential customers before the launch?
This method facilitates a smooth market landing while cultivating trust and excitement among the audience.
We have entered the Digital Realms where the most talked about topic is “Digital Marketing.” But why has the phenomenon of Digital Marketing suddenly taken the front seat? And what do you think, you are seated in which row?
Yes! One explanation is the sheer amount of technology that has entered our lives, from mobile phones to tablets. Surprisingly, the most significant factor is that one does not need a tech background or an e-based degree to operate as a digital marketer.
I do not back the argument that formal education is not important. If it cannot give you the key to open closed doors, at least it can help you find the keys. Remember, not every school dropout can become Bill Gates or Mark Zuckerberg. The world of Digital marketing welcomes everyone, and anyone can learn it.
A building can only stand on a strong foundation, digital marketing could initially seem intimidating, but with time and your willing to learn new skills you have a potential to become an expert.
Do you want to begin your digital marketing journey? Here is where to start
Lay the foundation by Learning the basics
Digital marketing could initially seem intimidating, but be prepared to pick up new skills. Invest your time learning the basics; a building can only stand on a strong foundation. Today, access to information is easy. Utilize it and educate yourself autonomously. Don’t stress yourself out trying to be an expert in everything. You are just learning the basic concepts and terminology.
There is a plethora of fields in digital marketing. You can pick from options like brand strategist, email marketing, website builder, social media, and SEO content development. Once you start learning the basics, you will be amazed at how interconnected these fields are.
This is the phase where you will put yourself under examination if you want to enter and survive in the Digital realm. Suppose you are not patient and do not feel like spending time learning; goodbye! You better hunt for a regular 9 to 5 job.
Get Familiar with the Tools
Now that you have learned the basics of “HOW TO,” it’s time for “LET’S BEGIN.” Every field in the Digital realm has its tools. Some may act as an assistant, while some may be used to fetch data. Tools refine your strategies and help you play or break the algorithm. Beginning your practice with free tools is a good idea.
Now Help a Small Business with your new skills
Small businesses have a low voice. To make it hear, you need Digital Marketing. Take the initiative to create an online presence for a small business. Here, clicks count, and content is the king. Optimize the content that resonates with the audience, create an advertising strategy, and make it visible in local searches. It will not only be a practical experience, but it will serve as a great motivator.
Build a personal Brand; it is Your Canvass.
Congratulations! Now you are working as a Digital Sorcerer, but no one knows you. You are just another person behind that screen. Let the world know you exist and build your brand. A personal brand is more than a resume.
It is a way to communicate with your audience, display your capabilities, promote your product or services, and win the audience’s heart by storytelling. Your brand is your asset.
Can I learn digital marketing if I’m still a student?
Digital Marketing is not a field meant for adults only. It is a great way for a student to get a glimpse of the real world. Encouraging students to freelance or begin an online business is terrific for navigating the world, exploring inner talents, learning to face failures, and becoming responsible beings. Acquiring extra skills alongside academic education is like icing on the cake.
Unfortunately, our education system relies on rote memorization from books and lacks the ability to equip us for real-life challenges. Not everyone excels in university, so developing digital marketing and other freelancing skills gives a chance to earn and succeed in life.
In the constantly changing field of digital marketing, learning never ends. Keep learning and keep yourself up to date with the changing trends. The digital world has no age limits, and no tech background is required. A mix of soft skills, knowledge of core principles, and determination can make you a “Digital Maven.”
Digital marketing is not just a world of pixels and data but a doorway to countless possibilities.
Are you a founder sitting behind a mahogany table, the old CEO way, and with zero online presence? Then you have to consider what that does to you and your company.
Social media is where successful brands are built. Brands that gain, not just followers, but interests and revenue. To achieve this kind of success, a brand needs a human element. Who best to do it if not the founder?
If you are not making your online presence felt to the world, you are sending your brand to the realms of the unknown.
Now is not the time to play low-key and leave it all to the marketing department. It is time to become a Chief Storyteller. If you don’t know how to do it, ask your marketing team for assistance.
CEOs can use social media to position themselves as industry leaders and brand storytellers. And by doing so, the interaction they generate will bring traffic to their business. This is by far the best digital strategy; founder + company marketing.
Your job as CEO of a startup is to be the Chief Storyteller and the brand ambassador sharing your company’s story every chance you get.
Companies realized a while ago that going digital is important. So they flocked there. Most companies are spending a lot of money on promotions. From influencers to ads –you name it. But for some reason, they struggle to establish a genuine connection with the target audience. Why? Well, that’s because there is a missing part to their online marketing efforts.
Why a Founder/CEO Marketing is Important?
CEOs who have abandoned social media may be ‘quiet quitting’ on their own business. You will lose a big chunk of people to your competitors who, in addition to company posts, have a digitally outspoken personality that gets eyes to their brand.
Professor Ndubuisi Ekekwe, faculty lead at the Tekedia Mini MBA program, is an excellent example of founder marketing. He is one of LinkedIn’s top voices from Africa, engaging an audience of over 165,000 people. He is aware that a company alone (Tekedia Institute) alone will not suffice. So being active, and writing extensively on his personal profile draws students to the Tekedia Mini MBA program.
Ndubuisi’s posts are more than simply his company updates. He contributes value and knowledge in his posts. This strategy fosters his image of a thought leader and a person that has wisdom.
Undoubtedly, a post on the CEO’s profile will gain more attention than one on the business page. Speaking from a human perspective is more impactful.
Founder’s Personal Brand: A Brand’s Best Ally
Founder’s (or CEO) marketing will complement your company’s brand marketing in a way outsider influencers can’t. It can help earn genuine engagement of the Brand and the audience.
Businesses cannot succeed without trust. The online visibility of the founder opens the way for credibility and trust in the Brand. See the image below:
If Microsoft promoted this from their company page, they wouldn’t get this much engagement. Why? People don’t often interact with a company page. Microsoft has over 10 million followers but likes on its posts rarely pass 200.
People need a face, not a logo. A logo cannot achieve the level of trust that a CEO of that Brand can establish. Founder Marketing contributes to the Brand’s increased visibility.
As a social CEO, you must engage with your audience meaningfully. That can take the shape of Tweets, Linkedin Posts, TikTok videos, or whatever platform you like. Just be careful not to post all about your business. Share your opinions on pressing matters such as geopolitics and how they affect business. Sometimes remember the youth and share experience-based career tips. You will be likable.
Ryan Reynolds making fun of Nuvei CEO for not being on social media
Real personalities breathe life into brands. Especially now that demand for business transparency is greater than ever. A CEO can win over consumer trust and create emotional bonding with other people.
A social CEO consequently becomes the public face of the Brand or business. Furthermore, it is comforting to learn from their engagements that CEOs are not distant figures who only attend meetings.
A Tweet or a Post by a Social CEO is not just another noise in the realm of Social Media. It is an echo of their remarkable Leadership.
P.S.: If you are looking to see how a mix of founder and company marketing will help grow your business, click HERE to contact us.
The world is full of brands echoing in every corner. Everyone claims to be unique and the best. But in a hurry to identify as a brand, everyone is doing what is already being served to the audience. It is easy to choose a path that is generic and become mired in mediocrity.
When so many companies offer the same thing, you may stand out by developing a unique content strategy and engaging with something your competitors do not.
You can have a perennial presence by posting Happy Sunday, Monday, and Friday; Happy Holidays or Morning Wishes, but will this help you make an indelible presence?
In the history of customer complaints, no one has ever complained that a company did not wish them a happy Easter, New Year, Eid, or any holiday.
Nor has it shown to influence purchase or engagement. "I'm buying because they posted Happy Eid" never happened.
Being distinctive doesn’t just mean being seen; it also means having the power to establish your presence by creating a persistent impact. Your efforts to foster trust, authenticity, and value for customers are just as important as financial investments in your company.
Anyone can use images from photo stock, but you must work exclusively to establish yourself as ‘Exclusive.’ It is entirely up to you to stand out or be generic and give up your Uniqueness.
What everyone is doing
Companies that are unfamiliar with the game copy exactly what another company does. This is what makes them the same as any other company. They usually post:
Their team: You will only attract job seekers wishing to work at your company.
Holiday wishes: If every company does that, why do it?
Overly Promotional Content: They aggressively market their goods or services and engage in direct sales instead of building genuine connections with the audience.
Scarcity Mindset: Companies with a scarcity mindset only focus on the now. They fail to invest in things that take time but guarantee long-term returns, such as a content strategy for authority building.
Creating content and doing activities that demand effort and resources establishes credibility and proves that you are confident in your offering. It gives the impression that you want to provide the best for your customers. Your customized marketing means you have put efforts to understand the needs of your target audience. It is a way to create an emotional bond with your customers or audience.
In social media, you can break away from the herd by signaling your investments in long-term relationships with your customers. This means posting opinionated and experience-driven insights. Not the generic stuff. It is how you can build a powerful brand presence:
1. Share case studies or testimonials
Social Validations are the voice of your credibility. Case studies are a great way to show how your product helped the real user instead of mere claims. It is human psychology to seek out references and experiences of others to help them make their choices. By considering other people’s decisions, it can aid in personal decision-making.
2. Organize webinars
There are numerous platforms available to get on a live conversation with your audience, including X Spaces and Linkedin Live. Webinars can showcase your brand’s online presence, engage and educate your audience, and turn leads into actual clients.
3. Diversify your content
Nothing makes you fall into the pack more than being overly promotional. Sharing opinionated and experience-driven insights give your customers something they don’t usually see from other companies. Brands that know what works have a combination of educational, entertainment/Inspirational, and Promotional content. They don’t focus on promotional content alone.
4. Play the long game
Valuable content may take longer to give results, but it will have a lasting impact. Your communication and engagement with the audience should all show your authenticity. Play the long game and you will benefit from the compounding return of your efforts.
A crowd of brands is out there, and people’s attention spans are short. Unique content imprints your brand image in the mind of customers. Which leads to word of mouth, the magic of business growth.
Your content should address their pain points, offer solutions to their problems, and serve as a bridge between your brand and the customers. Customers who are happy with your services or product will be your most loyal advocate.
The generic approach might appear quick and simple, but you must go above and beyond to establish your brand authority. Don’t have some Brand B; replace your Brand A. You can stand apart from the noise by giving your brand a distinctive voice.
Remember, uniqueness lives on the edge, where there is less crowd.
