Adiat Disu, is a Marketing & Communications Executive; IT & Digital Project Manager building businesses and brands in retail, media, and marketing.
Her experience includes building multinational and multiculturally driven companies, working with entrepreneurs, and brands (Adiree, Kimora Lee Simmons- Shinto Clinical, and Marazetti to name a few). She also has experience pitching and collaborating with brands (Iman Cosmetics, BMW [Jersey], USAID, etc) and building media platforms ( Hearst Magazines: Cosmo Nigeria, the Voix, and Africa.com ) shares the primary the Laws of (PR & Media) brand and business attraction.
Startups may be experts in selling their services or products locally, but when it comes to launching goods and/or services in new markets, there may be several barriers and unknowns. With this, startups may want to enter new markets through a “digital first” method and work with online media platforms to expand their reach and gauge consumers’ interest globally.
We’ve gathered stories of pitches from publicists and business owners, in addition to Adiat’s most recent experience as a brand strategist and web/ content developer for media platforms such as Hearst Digital Media’s first West African media platform, Cosmopolitan Nigeria. Adiat has provided five important tips for entrepreneurs to advance their reputation globally, using digital media platforms as accelerators.
1. Do your research
Using an excel sheet, collect a list of niche and mainstream media platforms that target emerging markets you would potentially like to expand into. After doing so be confident that contributors and/or editors on each platform would be interested in your story. To be particular, research former articles they’ve published.
When you’re ready to pitch, you should reference previously published articles on the platform to show yourself studied and well-verse in topics that matter to the platform.
2. Tailor your story (one size does not fit all)
Know your market. Your strategy must be inclusive, but yet with respect for the nuances that exist among cultures and contexts on the continent. Make a conscious effort to dispel the myth of ‘the single story’; what will work in Kenya might not work in Nigeria.
Let’s look at a continent like Africa. Many companies are entering into that “market”, right? Wrong. They are entering into markets- notice the “s” at the end of markets- meaning plural. Africa has over 50 countries, with as many as 600 dialects in one country (for example Nigeria), pitches and stories need to be focused and adapted to each market. Not every story that works in Nigeria’s media platforms is going to be relevant to an Ethiopian based media platform.
3. Create beautiful visuals (saved for web & devices) for an audience to share
Media platforms are likely to scoop up your story when your visuals are mighty and vigorous. Let’s face it when you provide sharable content— the type of content that would increase a platform’s audience engagement—media platforms’ desire to share your content and story will be innate. In other words, don’t just tell us how innovative your product or service is, show us with a montage of stunning photos, gifs, or appropriate videos. It’s a no-brainer.
4. Provide heart wrenching and eye-popping statistics
To grab the attention of various platforms (especially from the news angle), provide interesting tips, insights on industry trends, and interesting data, -make it useful to the readers (it’s always about the readers). Content should equal quality, not quantity. With the right equation in mind, you’re bound to gain the attention of the right media platforms. Statistics that trigger an emotional reaction will always do the trick. Example: Our company provides access to healthy food because X number of children are without food X number of days of the year.
5. Interact with media platforms via social media
There is nothing worse than requesting press from a platform or contributor that you do not follow or haven’t interacted with on social media. Beyond receiving placement on media platforms, show your interest and care by communicating with target media platform via Twitter, Facebook, Linkedin, or Instagram. You may do so by liking, sharing, or commenting on content shared.This, however, does not provide you allowance to become a stalker. Make your interactions thoughtful, insightful, and strategic.
6. Attend events where editors or contributors are
Strategically networking and planning business travels around press-riddled events doesn’t hurt. In fact, it could be quite brilliant. Create a calendar of events to attend where you know contributors, writers, or editors of media platforms will be. Mingle and make friends with them and watch the relationship flourish.
What do you think? Do you believe digital first is a great strategy for companies looking to enter into new markets? Or do you believe companies should have the full-throttle approach to new markets? Tweet Adiat at @AdiatDisu and sign up for her newsletter at www.AdiatDisu.com
Digital destination for multicultural leaders + entrepreneurs. Daily inspiration + growth hacking tips.
For Multi-Cultural Corporate Professionals, Startup Owners, Entrepreneurs, Social Orgs, and Leaders (slayers if you’re nasty).