Welcome to Pinpoint, a weekly digest for marketers and leaders. In every issue you’ll find timely industry news, perspectives from experts, actionable marketing strategies, and links to other resources that can help you grow your business.
In this week’s issue:
- How D2C founders and marketers are using LinkedIn
- Why are companies debranding?
- Books worth reading: the growth edition
Strategy of the Week
Are you using your LinkedIn account to build brand awareness, engage with prospective customers, and customer loyalty? Or does it just act as a static digital resume for people to see when they want to learn more about your experience and background?
We’re seeing more founders and marketing leaders across D2C brands using LinkedIn as another channel for reaching target audiences—and they aren’t just launching advertising campaigns under company pages. Instead, they are offering real perspectives and transparent views of their businesses through organic posts on their own individual profiles.
Take a look, for example, at what Noel Mack is doing on LinkedIn. He’s the Chief Brand Officer at Gymshark, an athletic clothing brand that hit a $1.3 billion valuation back in 2020.
Noel Mack uses LinkedIn to engage with fans and reach people who might not yet know the brand
Noel uses LinkedIn as a way to announce new brand campaigns, talk about celebrities who support the brand, and even share personal stories about himself and his fitness journey.
This type of unique, transparent view into the inner workings of a brand is becoming more common among fast-growing D2C brands looking for more ways to reach people.
It’s a worthwhile strategy to try if you haven’t used LinkedIn in this way before. There are even measurement tools like Shield that can help you track content engagement and performance over time.
Links We Love
Each week we ask our team to help us curate five newsworthy articles or events that you might have missed. This week’s top picks:
- More brands are experimenting with messaging app Discord
- Snap preparing to launch a flying camera named Pixy
- Spotify enters the metaverse
- More companies are debranding…this video sheds light on why
- TikTok introduces Interactive Add-Ons for In-Feed Ads
Watch the video from TikTok announcing interactive add-ons
Books Worth Reading
Last week we introduced a new section of the newsletter that offers book recommendations around a particular topic we know you’ve been thinking about.
The topic this week is growth. How does growth happen during different stages of a company’s existence? What are the strategies and pitfalls you should be aware of as you travel on your own growth journey? Here are a few book recommendations to help get you started:
- The Cold Start Problem: How to Start and Scale Network Effects
- Hacking Growth: How Today’s Fastest-Growing Companies Drive Breakout Success
- Contagious: Why Things Catch On
- Smartcuts: How Hackers, Innovators, and Icons Accelerate Success
- MOVE: The 4-question Go-to-Market Framework
Happy reading!
Until Next Time
As always, let us leave you with a quote from one of the greats:
“If you can bring someone belonging, connection, peace of mind, status, or one of the other most desired emotions, you’ve done something worthwhile. The thing you sell is simply a road to achieve those emotions, and we let everyone down when we focus on the tactics, not the outcomes. Who’s it for and what’s it for are the two questions that guide all of our decisions.”
—Seth Godin
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