Why Founders should Lead Marketing Efforts
Summary
TLDRLe marketing fondateur transforme le visage d'un fondateur en l'icône de son entreprise, créant une connexion profonde entre les consommateurs et la marque. Cette stratégie, qui évolue naturellement lorsque les fondateurs vendent passionnément leur produit, est essentielle pour les startups et les entreprises de toutes tailles. Elle va au-delà de la simple promotion, intégrant les valeurs et la mission de l'entreprise dans une narration captivante. Ce script explore comment adopter efficacement le marketing fondateur, en surmontant les obstacles courants et en exploitant des outils et des astuces pour maximiser son impact, illustrant par des exemples réels comment des fondateurs emblématiques ont utilisé leur personnalité pour propulser leurs entreprises vers le succès.
Takeaways
- 😀 Le marketing des fondateurs ou « founder le marketing » consiste à utiliser la personnalité et le visage du fondateur comme ambassadeur de la marque de l'entreprise.
- 🤝 Le marketing des fondateurs permet de toucher et d'attirer les clients potentiels en partageant l'histoire, les valeurs et la mission de l'entreprise.
- ✍️ Pour réussir le marketing des fondateurs, il faut choisir le bon format de contenu adapté à sa personnalité (blog, vidéo, podcast, etc.) et à son public cible.
- 💡 Il est essentiel de créer du contenu de valeur, d'ouvrir son esprit et de partager ses meilleures idées et secrets sans retenue.
- 🔁 La constance et la régularité dans la création de contenu sont cruciales pour développer l'habitude et gagner en influence.
- 👂 Écoutez les retours de votre audience et n'ayez pas peur de publier, même si le contenu n'est pas parfait. La qualité viendra avec la quantité.
- 💻 Adaptez votre contenu à chaque plateforme de médias sociaux, car chacune a ses spécificités et son public.
- 🧠 Soyez prêt à vous investir et à ne pas abandonner avant d'avoir créé au moins 100 pièces de contenu. Le succès prend du temps.
- 🛠️ Utilisez des outils pour planifier, analyser et optimiser votre contenu sur les réseaux sociaux.
- 👥 Inspirez-vous des meilleurs créateurs de contenu dans votre domaine pour améliorer vos compétences.
Q & A
Qu'est-ce que le marketing de fondateur ?
-Le marketing de fondateur désigne la pratique où le visage d'un fondateur devient l'image de l'entreprise, utilisant sa personnalité pour attirer l'attention sur le produit ou service offert.
Comment le marketing de fondateur se produit-il généralement ?
-Il se produit de manière organique lorsque les fondateurs représentent leur entreprise, devenant ainsi bons pour vendre leurs produits et éventuellement le visage de leurs compagnies.
Pourquoi certains fondateurs sont-ils plus reconnus que d'autres ?
-Certains fondateurs sont plus reconnus car ils maîtrisent l'art d'utiliser leurs personnalités pour attirer l'attention sur leurs produits, partageant des histoires et des apprentissages qui renforcent les valeurs et la mission de leur entreprise.
Quel est l'avantage du marketing de fondateur pour les startups en phase initiale ?
-Pour les startups en phase initiale, le marketing de fondateur peut être un moyen significatif d'attirer des clients vers leur entreprise en utilisant des histoires et des tactiques de marketing créatives.
Quelles sont les erreurs courantes des fondateurs par rapport au marketing de fondateur ?
-Les erreurs courantes incluent le fait de penser qu'ils n'ont pas le temps de créer du contenu, que ce n'est pas le travail du fondateur, ou qu'ils devraient simplement embaucher quelqu'un pour ce rôle.
Quels canaux fonctionnent typiquement pour le marketing de fondateur ?
-Les canaux efficaces peuvent inclure les blogs, les vidéos, les réseaux sociaux comme LinkedIn et Twitter, les communautés, les podcasts, les webinaires, et les newsletters.
Comment choisir le bon canal pour votre entreprise ?
-Choisissez un canal qui convient à votre personnalité et où votre public cible passe son temps. Il est crucial de livrer de la valeur là où vos clients potentiels sont déjà présents.
Quelle est l'importance de la cohérence dans le marketing de fondateur ?
-La cohérence est cruciale car elle permet de construire une habitude autour de la publication, rendant le processus de création de contenu plus facile et aidant à établir une présence régulière auprès de votre audience.
Quelles sont les recommandations pour les fondateurs qui débutent avec le marketing de fondateur ?
-Les recommandations incluent de partager vos meilleures idées d'abord, de livrer constamment de la valeur, d'être prêt à s'ouvrir et à partager vos secrets, et de ne pas abandonner même si le processus peut sembler lent au début.
Pourquoi est-il important pour un fondateur de publier du contenu même si cela semble difficile au début ?
-Publier du contenu est crucial car la qualité vient de la quantité de pratique, et cela aide à construire une relation avec l'audience, à affiner votre message, et à gagner en visibilité et en crédibilité au fil du temps.
Outlines
🧑💻 Introduction à la Fondateur Marketing
Ce paragraphe présente le concept de 'Fondateur Marketing', où le visage du fondateur devient le visage de l'entreprise. Il explore comment certains fondateurs célèbres, comme ceux de Stripe, Meta, Uber, Tesla, Airbnb, etc., sont devenus les ambassadeurs de leur marque en racontant leurs histoires et en partageant leurs apprentissages. Le paragraphe souligne que cette narration devient un élément clé de la stratégie marketing de l'entreprise, renforçant ses valeurs et sa mission.
🔑 Prérequis et canaux pour le Fondateur Marketing
Ce paragraphe aborde les prérequis du Fondateur Marketing, notamment en éliminant les idées reçues selon lesquelles le marketing n'est pas le travail des fondateurs. Il explique que dans les startups axées sur le marketing, le fondateur doit s'impliquer dans le marketing comme dans les ventes. Il présente ensuite les différents canaux potentiels pour le Fondateur Marketing, tels que le blogging, les vidéos, les communautés, les événements, les podcasts, etc. Il souligne l'importance de choisir un canal correspondant à la personnalité du fondateur et à son public cible.
✍️ Conseils pratiques pour le Fondateur Marketing
Ce paragraphe fournit des conseils pratiques pour mettre en place un Fondateur Marketing efficace. Il recommande de commencer par un format connu, de choisir un canal susceptible de fonctionner, d'être prêt à s'ouvrir, de partager ses meilleures idées d'abord, de livrer de la valeur, d'être cohérent dans la publication, d'appuyer sur le bouton de publication, de s'adapter à la plateforme et de ne pas abandonner avant d'avoir créé 100 pièces de contenu. Le paragraphe mentionne également des outils et des créateurs que l'auteur apprécie pour le marketing sur YouTube et LinkedIn.
Mindmap
Keywords
💡Marketing Fondateur
💡Authenticité
💡Stratégie de contenu
💡Canal de communication
💡Consistence
💡Engagement
💡Narrative de marque
💡Valeur ajoutée
💡Création de contenu
💡Persévérance
Highlights
Le marketing de fondateur (ou 'founder le marketing') est lorsque le visage du fondateur devient le visage de l'entreprise, comme si l'un n'existait pas sans l'autre.
Le marketing de fondateur arrive typiquement de manière organique. Les fondateurs représentent leur entreprise car ils ont beaucoup de contexte et d'implications, et dès le début, ils deviennent souvent doués pour vendre leurs produits.
Au fil du temps, le récit des fondateurs devient un élément clé de la stratégie marketing de l'entreprise, renforçant les valeurs et la mission de l'entreprise.
Le marketing de fondateur peut être un moyen significatif d'attirer des clients pour les startups en début de cycle, comme Airbnb qui a vendu des boîtes 'Obama O' pour se financer au départ.
Le marketing de fondateur prend différentes formes, mais quand bien exécuté, il peut changer à jamais la direction d'une entreprise.
Deux idées fausses communes : penser que le marketing n'est pas le travail des fondateurs, et qu'il suffit d'embaucher quelqu'un pour le faire.
Si le marketing entrant est l'objectif, alors le fondateur en faire fait autant partie que le fondateur faisant des ventes dans une startup orientée ventes.
Le choix du bon canal pour le profil idéal des clients est essentiel pour que le marketing de fondateur fonctionne.
Soyez prêt à vous ouvrir, partager vos secrets et vos meilleures idées sans retenue au début.
Concentrez-vous à délivrer de la valeur avant tout, comme le fait votre produit ou service.
Soyez cohérent et établissez une habitude pour créer du contenu régulièrement.
Appuyez sur le bouton 'publier' sans trop hésiter, la qualité viendra avec la quantité.
Adaptez votre contenu à chaque plateforme au lieu d'essayer de le réutiliser partout.
Ne vous découragez pas avant d'avoir créé 100 pièces de contenu.
L'auteur partage les outils et créateurs qui l'ont aidé sur YouTube et LinkedIn.
Transcripts
founder Le marketing if you haven't
heard of this word by the end of this
video I promise you'll be obsessed with
it I'll show you a bunch of faces and
you'll tell me which companies come to
your mind Patrick hollison stripe Mark
Zuckerberg meta Travis kalenic Uber
Ellen musk Tesla bran shety Airbnb but
what if I showed you these faces instead
Alex karp Reed asting Mike Canon Brooks
Jas and Citron or maybe even Zhao you
would have no idea these are CEOs and
founders of popular products such as
paler Netflix Atlas yans Discord or
notion how is it possible that you know
the first set of faces without knowing
these people personally this in a
nutshell is founder Le marketing the
Founder's face becomes a company's face
as if without one the other one wouldn't
exist funer Le marketing typically
happen organically Founders step up to
represent their company since they have
a lot of context and skin in the game
and when hear from the get-go they tend
to become good at selling their products
eventually they become the face of their
companies these Founders mastered the
art of using their personalities to get
some eyeballs on the product or Services
they typically share funding stories or
learnings collected along the way and
over time this narrative become more
than just Stories the morph into key
elements of a company marketing strategy
and eventually get repeated to reinforce
the core values and mission of the
business remember people buy the why you
can find this kind of strategy in all
company sizes including smaller startups
example includes Rand fishkin from Mo
Austin aled from Landa school or jasen
Fred from base camp today I want to help
you dive into founder Le marketing and
help you turn it into a Competitive Edge
for your company too often Founders
dismiss during marketing typically they
would say I don't have time to create
content or it's not the Founder's job to
do it or I should simply hire for that
role that's only half true for early
stage startups fered marketing can be a
meaningful way to attract customers to
their business remember where Airbnb was
just a crazy idea of renting out air
mattresses in a living room Brian chizy
and Joe gbia were Masters at geria
marketing they famously sold several
boxes during the 2008 US Presidential
election called Obama's o and Captain M
Kaine this quirky move not only helped
funds their earli days but also put
their brands on the map as creative and
resourceful Ben Silberman used to go to
every morning on the Apple Store in San
Francisco and change the homepage to pin
and then speak with people who looked
interested in the early days of Reddit
Alexi oan and Steve hman Took a very
Hands-On approach to populate content on
the platform they created a multitude of
fake accounts to post content and engage
in discussions making the site look
active and engaging for real users while
it's a bit of a gray hat tactics it
helped kickart the community dynamics
that Reddit is Fame for today funer
marketing takes very different shapes
but when well executed it can change
forever the direction of a company
funded marketing is what allowed me to
grow my LinkedIn page above 40K
followers and my Twitter account over
10K followers in a single year and that
has 10x the revenue of my company Jun
Doo today I'm going to share how funer
Le marketing works the prerequisites to
funer Le marketing what channels
typically work how to pick the right
channel for your business then some
practical tips on how to implement funed
marketing like how you can find time in
your busy agenda and last I'm going to
share some hacks and tools that I love
to be active on LinkedIn let's
start first I want to unpack two common
misbeliefs in my experience you'll
struggle to make fun under Le marketing
work unless you get rid of them the
first one is thinking that marketing is
not the job of the founders if you go to
market motion is inbound marketing then
having a Founder doing marketing is
exactly like having a Founder doing some
sales effort in a sales Le startup
founder Le celles were popularized by a
bunch of founders with a strong sales
DNA in the early days of sales force
Mark benov was very Endzone with sales
often leading the charge in securing
pivotal deals it didn't just rely on ads
benof was directly involved in
negotiations and meetings with early
adopters Aaron Ley from Bock personally
pitched box to businesses and investors
using his unique Bland of humor and
insight to explain the value of cloud
storage in a way that was both
accessible and comping he was known for
his Relentless Outreach to potential
customers through any means possible
including C emails and calls Ste F from
close.io took it upon himself to
personally reach out to potential
customers s would often offer to do
personal demos on the close Theo
platform for potential clients this
approach wasn't about Mass emailing but
rather personalized Outreach that showed
potential customers that the founder
himself was invested in the success if
having a Founder creating content in a
marketing driven company is the same as
having a Founder doing sales in a sales
lad one why aren't more Founders doing
it
well the creative process is tough way
too often Founders like me try to escape
from it if we can we keep ourselves busy
with running other things and we're
being sloppy we'd rather do the easy
things instead to escape that you need
to realize that founder Le marketing can
work for your
business founder Le marketing
comprehends many different channels
anything that involves leveraging the
profile of the fun
in the communication this can be
blogging long videos like YouTube short
videos like Instagram Tik Tok
communities like Facebook Discord or
slack events podcast webinars newsletter
you name it depending on your business
there is a extremely high chance that
one of these channels will work for you
what's even better is that the positive
impact of funed marketing doesn't stop
at an early stage later stage Founders
who create content create value too
these initiatives can take the shape of
a shareholder letter an article to share
their company values or an apparition on
News television these marketing moves
can promote a company culture and vision
that can Inspire prospects and motivates
candidates to join the ship they can
also create some sort of connection
between us and these companies like the
example I gave at the beginning of this
video now that we've seen why marketing
could be the job of the founder and how
it can work for almost any businesses
let's dive into how to put it in place
for your
startup find the format you're already
good at multiple content formats can
work for your business yet it's much
faster to become great at a channel that
you already know so pick a channel that
works for your personality if you like
to write indepth stuff and articulate
your thinking more comprehensively you
may consider blogging if you like to
write small funny short punch lines
maybe go for Twitter if you're an
extrovert and like to speak Beyond
camera then maybe YouTube and if you
like to ask questions and learn from
others and feel like you can be a good
host maybe the podcast is for you if you
hesitate between multiple channels
picking the one you're most familiar
with will give you a head start and also
a shorter time to
Greatness pick a channel that has a
chance to work start with what you're
the most comfortable with but adapt it
to the channel that works for your
business you might be creative with your
content but don't be creative picking
your channels find a Founder who nailed
a channel where your ideal customer
profile currently is going if you
deliver value on a channel where your
audience goes and if they like your
content they will find your product
trust me another trick is to list where
you would hang out in case you are your
own personal like your founder sting to
other Founders the key is picking a
channel where your audience hangs out if
you head in the wrong direction things
are going to be very hard be ready to
open up creating content is like going
to a therapist if you're not opening up
there isn't any point in doing one but
of course opening up doesn't happen
overnight so be ready to put yourself
out there and be uncomfortable to
deliver valuable content people haven't
seen elsewhere you'll have to be ready
to share your secrets like I'm doing in
this precise video also remember no one
cares about you and your content at this
stage so you have nothing to lose famous
people have a lot more to lose which
explains why sometimes they produce yet
another album that sounds the same
rather than trying something new or
continue a franchise the boring way
instead of expanding it but that's a
problem for later for now no one cares
about you so go for it is there
something uncomfortable on your mind
that's perfect share it chances are
people haven't shared about it yet share
your best idea first this is one
well-known trick in the Press industry
spill all your secrets don't be worried
about the fact that you'll run out of
content you are not let's say I want to
share what I learned creating content
with you on the internet I might create
a threep part video series with a long
introduction or I might try to pack
everything in my ultimate video guide to
create a Content as a founder and I
decided to do the
ladder value value value cont content is
all about delivering value the same way
your product or your service does
deliver value except you do it for free
and usually for more narrow topic I like
to think that there usually is an idle
type of content for each topic and
problems you're trying to solve don't
get your value give everything you can
on a specific topic and people will
remember you be consistent content is
like a muscle the less you do it the
harder it becomes creating content is
tough the first piece takes a lot of
time and the result are usually pretty
bad and that's why Founders like me
typically stop doing it to escape that
you need to create a habit around
publishing my publishing habit is one
video per week on YouTube and five post
per week on LinkedIn the key is to start
with an achievable Habit to reach it and
then increase the Cadence hitting your
target is motivating it's like running a
marathon it's hard to do it overnight
but if you start running 10K two times
per week and reach that goal you'll get
there in no time until you're able to
measure and understand the outcome of
your content also you should trust the
process and you should get something out
what I have found most useful for me is
to book the three First hours of the day
for Content starting with the most brand
training task is called eating the Frog
and works well for
creators hit the publish button one
thing that hold us back is thinking our
content isn't good enough to be
published frankly sometime it's not but
it doesn't matter what matters is that
you push that button deliver the value
hear what people think and get better
next time there are two reasons why this
happens the first one is because quality
comes from qualtity especially in the
beginning because quantity equals
training the second reason is that
people will subscribe to your content if
they know upcoming content is on the way
imagine it's like subscribing to the
Wall Street Journal but but you don't
know if and when they will publish the
next Edition you wouldn't do it
right adapt to the platform one thing
you often hear is to repurpose your
content IDs can be repurposed but
content itself rarely can this video for
instance started as a LinkedIn post but
it has nothing to do with the video that
I'm sharing right
now different platforms exist because
they convey different messages some
platforms entertain us some help us put
our brain off and some give us some
playbooks we can return to if you think
you can create content once and
repurpose it you might be a bit
disappointed and so I would not
recommend going that pass don't give up
until you've created 100 pieces of
content I need to be very honest with
you creating content can be a sluggish
process you need to come up with fresh
new IDs all the time be the face of the
company and always show up when you
adopt Thunder Le marketing you own the
The Narrative but the narrative also
owns you there are potential upside but
you take so to on you and on your energy
sometimes you're proud of what you're
putting together sometime that looks M
all in all the key is to not give up
especially when you're in the Valley of
Death this is very Contra inuitive but
if you have signals that a specific
channel can work for your business and
you started from a channel you're
already familiar with then the ODS are
at the maximum to work and at that point
the only thing that is missing is
training as a bonus I wanted to leave
you with the tools I use the most for
YouTube and Linkedin as well as a short
list of creators that I admire and help
me the most on these platforms six tools
help me the most some to schedle post
and stay focused other to fine-tune my
English or analyze my previous post
performance eight creators Have Been
instrumental in increasing the Cadence
on LinkedIn some help me find time some
understand the code of the plat form and
some help me pick the right topics for
me I've added links to these tools and
creators in the comment below if you
want to check them out all right that's
a wrap on your Deep dive into the world
of funer Le marketing remember this
whole funer Le marketing gig is more
than just tactics and strategies it's
about sharing your paion your why and
connecting with folks on a level that
goes beyond the usual business spill so
whether you're about to hit publish on
your first blog post or you're gearing
up for your next big video Drop the main
thing is to keep at it yes it might feel
like shouting into the void at times but
trust me your voice your story is what's
going to make all the difference keep
sharing this Insight keep being real and
most importantly keep enjoying the ride
have a good time and take care
[Music]
bye
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