When founders finally launch their own businesses after intensive preparation, many suddenly face new challenges. They are the face of their company and find themselves in the spotlight overnight. How can they develop their (self-)marketing successfully? And is professionalism the decisive factor? Emerging journalist and photographer Annelie Ahäuser shares her experiences.
Annelie, you work in several fields. What should founders pay attention to in marketing?
The most important thing initially is to choose the right platform for your target group. For me as a photographer, that’s clearly Instagram. As a presenter and emerging journalist, I’m more likely to reach my clients on LinkedIn. When opening a local business, such as a café or workshop, advertisements in local newspapers, poster campaigns or distributing flyers could also be promising.
Some people become big on social media; others find self-presentation harder. Does it always have to be perfect?
No, absolutely not. Particularly on social media, but also in marketing in general, authenticity matters. An honest look behind the scenes, transparency even when something goes wrong: all of that makes marketing human, allows us to become our own unique brand and appeals to people who are a good fit for us.
Is it important for founders to show themselves personally?
I think so, because many products and services have become interchangeable, or price is the deciding factor. Founders’ personalities and stories ultimately help them make a name for themselves and become visible.
Some people see self-employment as their calling but don’t like being in the spotlight. Yet they have to show themselves too. What tips do you have for stage fright?
It’s important to feel comfortable in your role. You need to consider your personality and choose a suitable format. If I’m someone who prefers to avoid the camera, I’d choose shorter explanatory clips or a voiceover over images. Audiences can tell when we’re forcing ourselves into a role. Authenticity is convincing, and mistakes are usually quickly forgiven. One simple thought also helps when speaking on camera: explain it as though your best friend were sitting opposite you.
Who or what helped you develop your personality as an entrepreneur?
I’ve attended many training courses and seminars over the past few years. Many coaches have helped me make real leaps in my development. Seminars can make a huge difference, especially when it comes to successful communication and body language. The Goslar Region Startup and Innovation Academy also offers interesting programmes in this area.
