How I used 'Praise-Led Marketing' to go viral 🎊

Grow fast by celebrating others

One of the best tactics for brand awareness is to “hijack” the audience of others.

Most companies do it by sponsoring people with a large audience. This is called ‘Influencer Marketing’. But you DON’T have to chase down influencers and pay them loads of money to get them to talk about you.

Instead, try this strategy:

Praise them. 🎉

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👀 We all want to be recognized…

During my time at a B2B startup called Mine, we sold a platform to Data Protection Officers (a.k.a. DPOs).

When I joined the team, the first thing I did was look up famous DPOs. I was surprised to find that there were none. 😵 No directory, no list, no hall of fame. No room for the DPOs to show their status.

So I decided to make one.

I launched a “Top DPOs” section on our website, set up a nomination email address, and asked our social media followers to vote for their favorite DPOs via email. Then, I reached out to the top vote-getters, congratulated them for being the Top DPOs of 2022, and invited them for interviews.

It worked wonders. They all shared our interviews with them, boosting our website traffic, LinkedIn following, and demos booked.

👉 Why did they share our content? Because we praised them!

Just a few of those who shared—the engagement rates were insane!

Research shows that we constantly look for ways to improve how others see us — that’s where status comes into play.¹

And status is the secret behind this week’s beautiful marketing idea:

💡 The marketing idea: Publicly praise & celebrate individuals in your industry for their great work. And by inviting them to collaborate → they subsequently promote your brand (and might even become customers).

Here’s my ultimate playbook to apply it:

💖 Praise-Led Marketing 101

Step 1: Set up your “Praising Platform”