Heidi Isern’s Post

Hey my start-up buddies, Customer is your- king, queen, prince, princess- everything! Understand them to the core- their interests, wants, needs, pain points and especially why do they need you (your service/product). The more you know about your target market, the better content you can push (obviously to convince them!) But to know them and their psychology, RESEARCH. Keep these 3 points in mind while you research about your target audience. Create a timeline Market research can take some time, so it's important to create a timeline that outlines when you'll start and finish. This will help keep you on track and ensure that you don't miss any important deadlines. Choose the right research methods Don't reinvent the wheel! Check for existing industry reports, competitor research, or social media analytics to gather valuable insights. Its a cost-effective way to gain a preliminary understanding of your target audience. Budget for your research Market research can be expensive, so its important to budget for it upfront. Determine how much you can afford to spend on your research and stick. Once you've collected all of your data, don't forget to summarize. So, now create content that could best convince them. If you are still confused what to do, DM for suggestions. Redefine what's possible! Tarulika Jain B2B Content Specialist #startup #founders #contentmarketing

Marketing is allll about failure. 🤕 Here are 3 of my mine: 1] First job out of college I was managing emails for 25+ brands with nearly 2M subscribers. Due to a minor typo, the Christian brand received the email for the romance brand. They were offended (understatement). Customer service had a badddd day. 😨 What I learnt: + Triple-check everything. Ask others, if you have a team. + As my amazing boss said: "These things happen. We're not doing surgery." Touché! 🤷♀️ 2] I spent 3 months conducting research, writing and designing an eBook. It is 1 of my proudest pieces of work. But, no one ever saw it. We ran out of time to publish it. Instead, I presented key concepts at 2 events, wrote a shorter piece, and shared via email. What I learnt: + Plan distribution before creating content. + Format is key. Long-form isn't always best. Also, eBook? 🤦♀️ 3] A founder told me, "we don't need a go-to-market strategy, let's just do _". Another had me spend ~4 months on a long strategic direction doc and getting it approved by stakeholders (read: overly involved investors). For one we were flying blind, the other far too slow for a startup. Both painfully wrong. What I learnt: + build a simple 1-page GTM plan + test asap for inevitable failures No founder, no marketer, no 'expert' *knows* what will work 🎯 --- Failure is part of the process. Esp. for early-stage tech startups: Out of 10 tests, 1 might work. Strategies need pivots. Tactics go south. Balance strategy with scrappiness: 🔁 Plan > Ship > Iterate / Pivot 🔁 What are some of your marketing failures? --- Need help with your go-to-market plan? Two options: * Snag my action-packed workshop -> bit.ly/GTMNow * Work with me 1:1 -> DM to explore a fit #0to1marketing #techstartups #gotomarket

As we turn the pages to a new chapter, let's talk about the cool chances and tough stuff coming our way in the business world. Last year was pretty tough. Most of us went through rough times, had doubts, and had to be strong. But look at us now – we made it through and are even stronger and smarter. Now we're looking at a new day, ready for whatever comes next. The hard times of 2023 taught us a lot and turned us into the awesome entrepreneurs, creators, and innovators we are now. Now, on this new path, there are some cool changes ahead. Even though challenges might seem tough, they're opportunities to do something great. Each challenge is a chance to do something awesome, break some limits, and show how amazing we can be. https://lnkd.in/eNEe6Bds

"Create one super high-quality post per month, and you'll attract a significant number of customers!" Recently, I came across a new business sharing its "strategy" with subscribers. Their plan is straightforward: invest a significant amount of time and effort to make one outstanding video that will sell. They don't mind if it takes a whole month. OK! I wish them success... and a good marketer for the team. And what about the age-old saying: "quality over quantity"? However, like any rule, there can be exceptions, and we're discussing one here. I won't say that with this approach, it will be almost impossible for them to analyze statistics, conduct A/B testing, and explore hypotheses. I must emphasize that potential customers might not even notice them. Why? I'll delve into that in a separate post. For now, my advice to all startups is to focus on creating ten good videos instead of obsessing over producing one perfect video! Consistently providing valuable content can attract a much more loyal and engaged customer base in the long run.

Some people come to your life and change your perspective on work and life. One such person in my life is Bhuvanesh aka Bhuvi - one of my go-to persons for career advice, restaurant recommendations and amazing ideas. Sharing professional terrains with him has taught me the value of pursuing one's passion despite every hurdle. Amidst the heady aroma of coffee or the spicy seduction of Malabar chicken biryani, we would slide into heartful conversations about beautiful things – from inspiring dreams to offbeat ideas. I have seen his unwavering conviction up close in many projects when he pulled them off like a piece of cake. A few months ago, he was discussing his plan to launch a video series for B2B startup founders and marketers. "Even if no one notices my content, I'll keep creating for the next six months", he told me. Guess what? He followed his plan and three months later, he is now one of the most reliable B2B content specialists in my circle. If you want to learn more about actionable B2B marketing strategies, he is your man! #people

A new chapter begins!! Not only does Leo start year 1, and officially in "big boy" class, as he calls it, but we've registered the birth for Luca, who has now gained a very healthy 10oz in a week and growing steadily. Running 2 businesses with 2 other positions has been challenging enough, but throw in a new baby, and I had to find some new depths. Regardless through it all, I'm still amazed by my wife, Sam, who is almost fighting fit already. Honestly... This year is both one of the most challenging we've ever had, and one of the most rewarding. Javelin Content Management is building nicely, and Marketing Helpdesk is officially launched and gaining huge levels of interest, with at least 6 confirmed clients already. 15 years in discount retail taught me grit, determination and efficiency. All skills that are the core of who I am now. Never regret your life folks, life is too short! And if you'd like to get a newsletter from me each week dishing out advice on creating efficient, scalable content that converts your target audience into leads for FREE, straight to your email inbox, follow the link in the comments!! #B2B #family #marketing #contentmarketing #Startup

Last night we had a full house of creative entrepreneurs at our SF headquarters. I had such a blast making friends and trying new delicious products! Big shoutout to plant-based folks making history: Sobo Foods, Green Wolf Foods, Masala Gossip, Twrl Milk Tea and Norse Code. And of course I asked founders and marketers about their email marketing: — Is anyone sending out interactive emails? Guess the answer: No one is. There’s so much opportunity for new brands to build relationships with their customers using email in an engaging way! Quizzes, games, surveys — abandoned carts that people can actually interact with (yes, just like a landing page!). I rode the Muni home thinking of the great things we can help them build. I mean, huge brands might be stuck in their CRMs and most times can’t really try out new tech. But expanding brands can do ✨ whatever they want ✨ And building an engaging email channel will help them not only grow revenue, but also get zero-party data to help shape their R&D decisions. All in a seamless email experience, easy to build and run. Excited for what’s coming next! Ps.: If you’d like to try interactive emails for your business, let’s chat! This is one of the few things that nearly no one is doing yet and there’s SO much to leverage! Thank you Startup CPG for getting so many generous minds together — can’t wait for next time! Patricia Menegoto and Steve Simitzis, thank you for being such great organizers! 🤍

Struggling to Market Your Product? Here’s How to Attract Your First True Fans 🎯 Hey LinkedIn Network, Will Little of Prota Ventures here with some practical advice for all you product-focused founders out there. If you've built an amazing product but find yourself at a loss on how to market it effectively, you're not alone. We've all heard the saying "If you build it, they will come." Unfortunately, this just doesn't hold water in today's saturated market. Sure, you can pump money into paid marketing campaigns, but without genuine engagement, you'll end up chasing vanity metrics and burning through cash. So, what’s the solution? 🛠 Community-Building: Instead of pitching your product left and right, build a community around the core belief or cause behind your product. 🤝 Network with Competitors: It might seem counterintuitive, but networking with competitors can yield fruitful results. You never know when an acquisition or collaboration may happen. 👥 User Interviews: Capture the stories of people who resonate with the belief behind your product. Not only do these interviews serve as great content, but they also provide invaluable insights. 📢 True Fans: Ultimately, you’re looking for those avid fans who’d miss your product if it didn’t exist. Their testimonials can then fuel more effective marketing campaigns. Check out my latest video to dive deeper into these strategies and learn how to turn your incredible product into a market hit. Leave a comment, hit the like button, and let's keep this essential conversation going. Take care! - - - Also, in case you missed it, I’m thrilled to announce that we will be releasing a series of short videos and blog posts right here on LinkedIn—sharing what we’ve learned seeing outsized success in early stage work. Our first blog post is live here: https://lnkd.in/gsKuVJEG