PRontheGO interview with Marketing expert Paige Arnof-Fenn
Name: Paige Arnof-Fenn
Profession: Marketing, Communications & Branding Expert, Speaker, Writer, Board Member
Brands you’ve worked for: White Cloud (before it became Charmin Ultra), Cover Girl Cosmetics, Coca-Cola, Zipcar, Dept of Treasury, Olympic Games, consulting clients include Microsoft, Colgate, Virgin, various startups & non profits
Country you are based in: U.S.
Country /countries you reach out to for PR: mostly US but clients globally
Your website: www.MavensAndMoguls.com
Your Linkedin: Paige Arnof-Fenn
Creative Industries you’re an expert at: Startups, Local /Small Businesses
Paige Arnof-Fenn is the founder & CEO of the global marketing firm Mavens & Moguls based in Cambridge, MA. Their clients include Microsoft, Virgin, venture-backed startups as well as non profit organizations. Paige graduated from Stanford University and Harvard Business School. She is a popular speaker and columnist who has written for Entrepreneur and Forbes.
For PRontheGO, Paige shares her best advice to startups.
What is your best PR tip for creative entrepreneurs who have just founded their own company?
Thought Leadership is a great way to build your brand, increase your visibility more broadly, raise your profile and attract more clients/customers. Activities like speaking at a conference, writing articles, building your following on social media all contribute increasing your awareness with potential customers and building your credibility with a larger community. Instead of trying to start your own blog or newsletter, try contributing regularly to existing well trafficked blogs in your industry or newsletters of likeminded organizations reaching the same target audience as you. Make sure you put your URL or contact info on it so they can find you and follow up. When your articles or talks become available online, make sure to send them out via social media to all your friends, followers and contacts.
Be active on all social media channels or only on selected ones — What’s your advice for creative entrepreneurs?
It does not matter which platform you choose just pick one that is authentic to you. It should look and sound like you and the brand you have built. Whether yours is polished or more informal, chatty or academic, humorous or snarky, it is a way for your personality to come through. Everyone is not going to like you or hire you but for the ones who would be a great fit for you make sure they feel and keep a connection and give them a reason to remember you so that when they need your help they think of you first.
What is your advice on how to get the business rolling?
Most of my business comes from networking. My rule is that you should network in person during the business day and do it online after hours. People do business with people they know, like and trust so you have to get out there to build your reputation online and off. Prospective customers and jobs can come from anyone anywhere anytime so you should always be on your best behavior & make a great lasting impression. Be nice to everyone & make friends before you need them, you never know who is in or will be in a position to help!
Give before you get — Give them something of value before you ask for the order. It can be an article, invitation for white paper, webinar, podcast, etc., just show that you value them and want to build a relationship beyond the transaction. It goes a long way when you take the time to educate, entertain and inform your customers, respect their time and show you are in it for more than a paycheck. People like to do business online and offline with people they like, trust and know so become a brand they can count on by having consistent communications, being transparent and delivering on the promises you make..
Stop selling start listening
Find a buddy to go to networking events with so you can work the room together, it makes it much more comfortable and fun
Bring plenty of business cards
Send followup notes to best prospects after the event
Monopolize people’s time or let them do it to you, chat briefly and exchange info so you can follow up after
Overshare, let them do most of the talking
Get into political discussions with people you do not know
PRontheGO.com — The Creative Entrepreneur’s source for PR hacks.