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!

Ask this episode

“What did the council decide on item 42?” — answered with the speaker and the moment.

Transcript

Related