Investing in Word of Mouth: The Key to Brand Success

Name: Investing in Word of Mouth: The Key to Brand Success
Uploaded: 2024-04-29T12:54:24+00:00
Duration: 44 s
Channel: Jason M. Lemkin
Description: In this segment, Jason M. Lemkin argues that founders should concentrate on building a "mini brand" that resonates with a small but critical portion of…

29 Apr 2024 · 1 min

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In this segment, Jason M. Lemkin argues that founders should concentrate on building a "mini brand" that resonates with a small but critical portion of their core buyers—roughly 5‑10% of the market—rather than trying to capture the entire world of marketing automation. He explains that investing in this focused brand fuels word‑of‑mouth referrals, which HubSpot identifies as the top growth driver. While a fully viral product and universal blogging would be ideal, Lemkin stresses that brand investment, even if it feels like a money pit, is essential for sustaining word‑of‑mouth momentum over time.

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as soon as 10%, 5% of your— not of the whole world, not of the whole world of marketing automation or integrations, but of your core buyer, when they've heard of you, you got to flip it around. You have a mini brand. Like, it's not Coke or Pepsi or Apple, but if you invest in that brand, that brand equals word of mouth. And on that old HubSpot slide, it didn't say brand marketing was number one, but you know, number one was word of mouth. And, and, and the meta topic is how do you invest in word of mouth, right? And it'd be nice if your products were 100% viral, and it would be nice if everyone blogged about you. But brand is, brand is both a, you know, it, it, it's a word that, that can, can seem, can frustrate founders cuz it can seem like a money pit, but that's how you keep that going. You keep word of mouth going through your brand.