No. 7: 4 marketing & PR tips for startups (pre MVP)
During a virtual workshop for NOGTECH accelerator, I shared advice on how early-stage startups can think about PR, marketing and communications.
Hey,
I’m back. 😃
My intro is going to be a little longer than normal.
The last two weeks, I’ve been glued to Twitter, following the #ENDSARS protests which have swept Nigeria.
I was recently chatting with a South African friend on WhatsApp about the protests.
We disagreed on some points. And the conversation got heated.
I can’t pontificate about what is going to happen next. Luckily, I know when to stay in my lane, shut up and listen.
What I do know is I’m in awe of all the Nigerians -- protesters, activists, and organizers -- who have taken to the streets.
Because I’m convinced that only collective action can bring about meaningful change.
2020 has been such a rotten year. It’s hard to not feel alone and helpless as we race from one disaster to another.
That’s why the #ENDSARS protests have been so exhilarating. Seeing young Nigerians risk their health, their very lives, to push for the collective good makes me hopeful.
Saratu analyzed the broader meaning of demands for good governance and the end to police brutality, evoking how the protests have awoken a new moral imagination. (Please do yourself a favor and subscribe to her monthly newsletter if you enjoy smart writing on Nigerian culture and politics.)
It looks like we’re headed for more volatility this week. Yesterday, there was chaos in Edo State. And, the Lagos State governor has just declared a 24-hour curfew starting at 4pm today.
Stay safe everyone.
A wee bit of housekeeping
Once I got back from Abidjan, I went into a cleaning frenzy. Can you believe that I found a dead bird, a big one with blue plumage and a yellow beak, in my pantry? 😲
Just like I scrubbed my Victoria Island crib, let me get some newsletter housekeeping out of the way.
AK/NF is a living breathing experiment, and I admit I’ve strayed from my focus. In the age of information proliferation, I don’t want to contribute to your clogged inbox with rambling newsletters.
To make AK/NF more relevant, I’m making my content laser-focused on marketing/communications/PR, tailored for the African tech community.
No more link dumps. Fewer media analyses [unless you want those? If so let me know.] Or abstract musings from moi.
If comms/marketing/PR content is not your jam, my feelings won’t be hurt if you unsubscribe. You can click “unsubscribe” at the bottom of the page.
Also, heads up: I’m moving the “Roadmap” series on developing a communications strategy to a PDF. Stay tuned for more details.
On to the show...
What I told 5 startups in an accelerator about balancing PR, marketing and communications
Last week, I gave a virtual workshop to five startups participating in the NOGTECH accelerator program out of Bayelsa State in the Delta.
I kept repeating one word: overlap.
In reality, there is no neat division between PR, marketing, and communications. They overlap and are mutually reinforcing. [Though I still stick to my guns and urge startups to approach PR differently than marketing.]
But while founders know that they need marketing or PR, it’s tricky to figure out when to invest and how - do you build your own team? Hire a strategist? Work with an agency?
It's confusing - there are no hard and fast rules to follow.
But, here are some helpful pointers for early-stage founders thinking about PR, communications and marketing:
It is never too early to think deliberately and deeply about your communications -- your messaging, positioning, your snappy elevator pitch. If your one-minute explainer of your business doesn’t include a bold vision (why what you’re doing matters), you won’t grab people’s attention.
Do nitty gritty market research. You need nuanced understanding of your prospect customers’ pain points, what they *truly* want when buying your product/service, and how they talk. This will help develop a strong brand voice and speak your customer’s language.
Work with a PR agency when you have a newsworthy announcement. For most startups, this will be a series A fundraise. I’ve written on this topic before.
Mix and match your investments in PR/marketing/communications. Maybe you’re not yet at a stage to invest in long-term PR or brand marketing, but you can work with a consultant to develop a top-notch communications roadmap that works in lock step with your marketing strategy. Or, perhaps you invest in a ghostwriter to help with your content marketing. There are many different ways to approach it.
If you need help with your communications/PR/marketing strategy or execution, let me know. I’d be happy to chat to see if we’d be a good fit.
To end on a lighter note, here I am decked out in fuchsia pink to attend my first church event in Lagos which felt part motivational conference part pop concert part workout.
Until next time,
Victoria
