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.
