In today’s competitive landscape, marketing is no longer just about selling—it’s about storytelling, connecting, and building a brand that resonates with your audience.
Nicholas Lim Pinn Yang, Co-Founder of Good Foodie Media (KL Foodie, Penang Foodie, Halal Foodie etc), shared valuable insights during a recent webinar at Digital Tourism Innovation Lab, providing startup founders with actionable strategies to enhance their marketing efforts, elevate their brand, and drive growth.
Here’s a summary of his key advice for early-stage startups looking to upscale their marketing game.
Be a storyteller: connect on a deeper Level
People want to know more than just the product you’re selling—they want to know the story behind the brand.
One of the most powerful ways to build your brand is through storytelling. As Nicholas emphasized, people want to know more than just the product you’re selling—they want to know the story behind the brand.
By telling authentic stories about your journey, values, and purpose, you can evoke emotions and forge deeper connections with your audience. Storytelling allows you to differentiate your brand from competitors and create content that is memorable and shareable. It transforms your brand from a faceless entity into something relatable and human.
Take Nicholas’ personal branding with Good Foodie Media as an example. People associate him with the brand because he positions himself as an advocate for local SMEs and startups. This personal connection made it easier for him to form partnerships and grow his business. For your startup, focus on crafting stories that highlight your mission, values, and impact—whether it’s your founder’s journey, customer testimonials, or the purpose behind your product. A great story can transform your marketing strategy.
Leverage the power of social media to drive sales
Good Foodie Media’s success comes from harnessing social media to drive sales.
Social media marketing is no longer optional for startups—it’s essential. Platforms like Instagram, Facebook, and TikTok have transformed how consumers discover, engage with, and purchase products. Nicholas pointed out that much of Good Foodie Media’s success comes from harnessing social media to drive sales.
By utilizing built-in tools like shoppable posts, live streams, and targeted ads, startups can create seamless shopping experiences. This isn’t just for e-commerce—any startup can benefit from social media to build a following, boost engagement, and convert users into loyal customers.
The key is to create rich media content such as videos and high-quality images that resonate with your audience. Interacting with your followers in real time, addressing their questions, and even offering exclusive deals through live streaming can significantly increase conversion rates. Remember, social media allows for instant feedback and builds trust—two critical factors for turning casual followers into repeat customers.
Choose the right story for your content
You need to ask yourself: What stories will they connect with? What values do you want your brand to communicate? And how can you align your content with your business objectives?
While storytelling is essential, it’s important to choose the right story that aligns with your brand message, audience, and goals. Nicholas shared how experimenting with different content types and stories helped his team at Good Foodie Media discover what resonated most with their audience.
For startups, it’s crucial to understand your audience’s pain points and preferences. You need to ask yourself: What stories will they connect with? What values do you want your brand to communicate? And how can you align your content with your business objectives?
Experimenting with different content formats, running A/B tests, and analyzing the results will help you understand what works best. Whether you’re sharing customer success stories, behind-the-scenes content, or thought leadership, make sure your narrative evokes emotion and drives engagement. At the end of the day, the right story can turn prospects into brand advocates.
Diversify your content formats
The more diverse your content strategy, the broader your audience reach.
Nicholas’ turning point with Good Foodie Media came when they pivoted from written articles to video content. Videos not only provided more engagement but also allowed the brand to stand out in a crowded market.
As a startup founder, it’s essential to embrace various content formats—blog posts, videos, infographics, podcasts, and even webinars. Each format serves a different purpose and appeals to different audiences. For instance, some users may prefer visual content like videos or infographics, while others may be more engaged with long-form blog posts or podcasts.
Experiment with different content types to see what drives the most engagement and conversions. The more diverse your content strategy, the broader your audience reach. The key is to adapt to changing trends and consumer preferences while maintaining the core of your brand story.
Be patient—growth takes time
It’s easy to get frustrated when results aren’t immediate.
Nicholas reminded founders that success doesn’t happen overnight. He referenced Khairul Aming, a well-known Malaysian entrepreneur, who took seven to eight years to achieve massive success with his online sales.
For startups, patience is crucial. Building a brand that people love and trust takes time. Genuine stories and consistent value-driven content will eventually resonate with your audience, but persistence is key. In a world of instant gratification, it’s easy to get frustrated when results aren’t immediate, but focusing on long-term brand building will yield far greater rewards in the future.
You can watch the full webinar here:
