14 - Paige LaNasa and the "Make Good Stuff" Philosophy Around Content Creation

Paige LaNasa, Head of Marketing at Forager, joined me on the Modern Startup Marketing podcast. Forager was founded in 2018, they've raised Series A ($10M), and they're 75 people strong. Here’s what we covered: Logistics is the backbone of global e-commerce. Millions of dollars of goods move between the US, Mexico and Canada (cross-border). Despite that, it still happens to be a logistical nightmare to move commerce across these countries; What Paige worked on with Forager's marketing efforts in the early days to stand out; The "Make Good Stuff" philosophy around content creation for your target audience; Low hanging marketing fruit, including email marketing and blogging 2-3 times per month, to drive engagement and traffic to the site; You don't need to spend a lot of money on good marketing - it starts with a compelling story and being consistent; The small and nimble marketing team that Paige oversees; Floating resources and how to leverage for the marketing team; How they're using paid search (Google Ads) successfully with a very niche target audience; Diving in a bit deeper on the (painful) experience of shipping goods from the US to Canada or Mexico (or vice versa); The challenge with finding your niche target audience, and potential ways to solve this (HINT: foster a space for them); How COVID has impacted Forager, and how they're thinking about virtual events; Paige's background in marketing and how that has prepared her to head up marketing and build a team at Forager; Your first marketing hire should be a builder vs. steering big ships; Paige has over 400 books (!) and you'll never guess on what topics; The over-reliance on China as a hub of exports, and how companies will need to be more strategic on where they source their goods. More on this here. You can find Paige on LinkedIn: www.linkedin.com/in/paige-lanasa Find out more about Forager: www.foragerscs.com For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!

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