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The WP Minute brings you news about WordPress in under 5 minutes -- every week! Follow The WP Minute for the WordPress headlines before you get lost in the headlines. Hosted by Matt Medeiros, host of The Matt Report podcast.
Eric Karkovack (00:00)
Hi everyone, and welcome to the WP Minute. I'm Eric Karkovack. Today's episode features a segment from Matt's interview with Ben Pines. Ben stopped by to chat about his experience with founder-led marketing. Now, you can catch the entire interview over on our WP Minute Plus channel. Be sure to visit thewpminute.com for all the details.
Matt Medeiros (00:25)
So ⁓ attention, monetization, distribution, those are the three, right, loosely. I would even say, let's call it distribution, attention, monetization, so we can use the acronym DAM. You have a damn problem and I'm here to fix it. Yeah, so, but let's start with the attention first, because that's the one that you mentioned. Solo founder, so busy. I mean, even if you're adopting AI to help you.
Ben (00:38)
I like it.
Matt Medeiros (00:53)
⁓ you know, develop the code and, and write documentation. If somebody comes to you they say, and, you talk to one of those CEOs and you say, you've got an attention problem. Where do you start to get them to say, okay, spend one day doing social media or doing a podcast? Like, how do you get them to break their, ⁓ you know, break their habit of like never doing marketing to raise attention? What's the first step?
Ben (01:22)
I think,
I think that's like the way is not think, okay, I'll start writing on LinkedIn. That's not the way to think about this. The way to think about it is I need to be in the know for my audience. So let's say I know who my audience are. Agency owners. I know their exact profile. Then what is my, I am in the know for them. I can be in the know for them for maybe WordPress news.
Matt Medeiros (01:23)
Ahem.
Ben (01:51)
Or maybe WordPress security issues. It really depends on my niche, but I need to know where I'm in the know for them. Maybe I'm in the know for them for like insights into what my customers know from, from sales calls. So once I know that I can, can, know which, and I can give you some examples of like influencers who frequently share information that, that people are waiting for. Once I know.
What's the sources and how am I the liaison of that information? I can do that. Start creating that content, start investigating, start finding out more. I get insights from my plugin, like data from my plugin about something, I can do it as a recurring thing. So this is how you kind of building your authority. And that's what I did also for, for my business, like founder led marketing. I need.
to be in the know everything about like LinkedIn and other people who do founder led marketing. So once you have that kind of strategic idea, I have a hypothesis. think agency owners really want to know about security issues and I can be in the know for them for that. And that will directly correlate to my security plugin. Then, okay, it's an hypothesis. I don't have to...
Be sure about it and invest all my time. try to prove it, try to see, like think of it as a scientific hypothesis and then try to explore it and see if it actually works. If I can be that place at the end of this road is not just, okay, I'm publishing posts on LinkedIn about security issues. The end is like, I'm being interviewed on security podcasts. I'm being invited.
to run speeches on conferences. And authority is not just going to be an influencer. Even though you see those LinkedIn influencers, that's not what I'm preaching. I don't think founders should look at LinkedIn influencers who just post on LinkedIn. And there are people like that and say, okay, I need to be that person. They need to see the person who has the entire kind of, ⁓ I would say, flow.
They have the conferences, doing the podcasts, they're out there.