Mike speaks to Nathan Yeung, a seasoned fractional CMO with a keen interest in using consumer psychology to drive marketing success in the tech industry. Nathan explains how it should inform your marketing strategy and campaigns. Including creating a network effect, building trust, social proof, case studies, repackaging, anchoring, the impact of AI and why so much unethical marketing still works.

KEY TAKEAWAYS

• Effective marketing is key to success.
• Focus on selling to a small group of consumers first to benefit from the network effect. Nathan explains why.
• Most Gen Z brands are community-led, so get a community talking about you.
• Social proof is particularly powerful for new businesses.
• Some forms of marketing generate long-term, almost passive results e.g. SEO.
• Invest in mid to long-term strategies and be patient, you need to be consistently present for consumers to remember and trust you.
• Trust is built on empathy, authenticity, logic, and heuristics.
• Be hyper-specific and provide high-quality, literally invaluable products and information.
• Use case studies.
• Consumer psychology is why unethical marketing practices still work.
• Anchoring is powerful. Nathan shares how to do it for tech products.
• You have to be memorable, be bold.

BEST MOMENTS

04:28 "You have to do everything you can to help solve problems and educate your customer about how you solve that problem."

09:37 “You're trying to get a community to bring up your name… if you can drive conversation you win."

15:17 "Everything is a choice, and you have to provide enough value for someone to make that choice."

23:29 "Social proofing has high influence, high impact … Every touch point you have in marketing has a level of influence on an individual."

39.07 "If I open up a pop-up on Fifth Avenue, people inherently think that I must be a legitimate company… anchoring is huge."

44:47 "The first thing is, is that you need to have a good website. I can't stress this enough."

49.15 “Going out there and solving a problem - anyone can do that. It's whether or not you can frame it in such a way that's going to be different, and that's being bold.”

ABOUT THE GUEST

https://www.findyouraudience.online

https://www.linkedin.com/in/yeungnathan

ABOUT THE HOST

Meet Mike, a seasoned tech entrepreneur and visionary with over two and a half decades of invaluable experience in founding and scaling successful tech start-ups. Mike brings a wealth of firsthand knowledge, and a deep understanding of the challenges faced by entrepreneurs and tech professionals.

As a host, Mike is dedicated to sharing actionable insights, strategies, and stories gathered from conversations with industry leaders, innovators, and experts. With a remarkable ability to distil practical wisdom from guests, Mike curates engaging discussions that resonate with both aspiring entrepreneurs and seasoned professionals.

ABOUT THE SHOW

Welcome to Mastering Tech Growth, where we dive deep into the strategies, challenges, and triumphs of scaling tech-driven ventures. Join us as we explore the dynamic world of technology businesses, uncovering the secrets behind successful growth trajectories. Each episode brings you candid conversations with founders and industry experts, sharing invaluable insights, proven tactics, and real-life stories. Whether you're a budding entrepreneur or a seasoned professional, discover the roadmap to navigating the complexities of scaling in the ever-evolving tech landscape.