If there’s one
marketing skill you would need to learn, it’s how to create emotions in people.
Our topics this week
·
How
do you establish yourself as an expert in your field?
·
What
tools can you use to follow important news and narratives?
·
How
do you identify and create industry narratives of your own?
·
How
do you identify and connect with influencers and journalists?
·
What
infrastructure do you need to be influential?
·
How
do you create content that attracts readers and commentary?
·
How
do you grow your influence in a market over time?
Our mentors this week
Rui Coutinho is currently Senior Advisor to the President
of Porto Polytechnic in the areas of entrepreneurship and innovation,
responsible for defining and coordinating the IPP Entrepreneur 2020 program.
Within that program, he manages the Porto Design Factory, part of the Design
Factory Global Network. He also coordinates Porto Polytechnic's communication
strategy and activities.
Kati Nikopensius has founded and built up technology startups
in cleantech and IT sectors. Thanks to her experience she is a valued business
coach and mentor, having advised over 100 technology startups to date with the
focus on strategic business development, business model development, talent
acquisition, financial planning and fundraising.
Siim Lepisk is the CEO of Prototron, a fund for startups
seeking financing for rapid prototyping and proof of concept creation. In
Siim’s own words: “I help organizations to improve their performance. My focus
is on software projects that increase their efficiency and/or sales. My
passions: Digital marketing, strategic & tactical e-business for 12+ years.
Information Systems' project and team management for 10+ years. Developing new
and existing business with corporate clients for 9+ years. Advising and
training people in-house and elsewhere on efficient delivery of digital
projects for 7+ years.”
Tips and highlights from our mentors
·
B2B
and B2C have very different strategies. When addressing your customer you have
to emphasize your product, when addressing other businesses then you have to
prove to them that you can deliver.
·
PR
is often undervalued. It’s a powerful tool that you can use to maximize the
success of your business.
·
So,
what can you do to attract customers?
-
Contact
bloggers, FB pages, YouTube reviewers, forums, influential people on Instagram
and send them your prototypes so they can experience your product and recommend
it to others as well.
-
Put
a press section on your website with high resolution photos and videos so that
people can use them in their blogs etc.
-
Organize
give-away campaigns on popular websites; you will receive a lot of attention.
-
Organize
live promotions; you’ll get one-on-one feedback from your customer.
-
For
B2B marketing go to different trade fairs and conferences. NB! This does not have
to be expensive – use cheap airlines and buy a visitor ticket, you don’t need
to have your own stand to get contacts. Before you go make a list of people who
you will approach.
-
Be
active in social media, reply to your customers comments.
-
Don’t
send out boring press releases. When you are going to send one make it
original, tell your story, how your product came to life.
Here are some good
reading tips:
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