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Tofu – When to go from building your business to building a brand; REI dumps Black Friday — permanently; How frequently should I publish on social media?; updates from the community
When to go from building your business to building a brand
Three indications that it’s time to brand your business
Branding comes about in many ways. One of the best pieces of advice we received in the early startup days is to know when to work on your business and not in it. And that means when you’re working on your business, you might put yourself into unfamiliar roles, like branding and marketing. We share three indicators that it’s time to brand your business. [read more]
Climate tech marketing commentary [paid]
REI dumps Black Friday — permanently
How a move that is counter-intuitive for business makes your brand even stronger
What we’re reading
How frequently should I publish on social media? A HubSpot experiment
Social media has become a part of our everyday lives, but it's not always easy to master, especially in the climate tech marketing space. How often should you post, which networks should you use, and what time is best for posting? Daria Marmer at HubSpot wanted to get to the bottom of these questions and more by analyzing over 10K different accounts through different platforms, and we found her findings to be insightful.
How frequently you post on social media will depend on a number of factors, namely how the platform works and the ecosystem on each platform you choose.
With chronological-based social media platforms, such as Twitter, a high frequency is better — the more you post, the more visibility you get. However, for algorithm-based social media platforms, quality content beats frequency of publishing as too many posts can cannibalize performance… [read more]
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From the archives [paid]
How to get a role in climate tech marketing
Find a job you love and make an impact
Do you want to make sure you dedicate your secret sauce (i.e., your marketing skills and experience) to solving climate but are unsure if you have enough knowledge about the industry? If your skills and expertise are needed? Or how to make the switch to climate tech? Read on for some tangible steps informed by the Tofu community and our journeys into climate. [Read More]
From the community
👋 Welcome new Tofus!
Thank you to everyone who’s subscribed, joined the Tofu Slack community, and shared this newsletter with their climate tech marketing friends!
Here’s a snapshot of some of our newest members - head over to #introductions on Slack, where you can say hi and learn more about them.
Tony Wessling: “I’m a bicycling urban optimist with some past experience in this space, now looking to focus, specialize, and dedicate the rest of my career to spreading the good word about ClimateTech companies that are doing good deeds. My skills include strategy, messaging, creative, copywriting, communications, speaking, and presentations. I call San Francisco home and am always open to getting together IRL anywhere in the Bay Area or via Zoom.”
Matt Ward: “I’m a Partner and Syndicate Lead at 4WARD.VC’s early stage climate syndicate focused on companies that move the world forward (https://4ward.vc/syndicate), the run ClimateVC Crew (CVCC) Slack, a community of 370+ active climate VCs for deal sharing, networking and collaboration and host The Startup Tank Climate Investor Pitch Show where top climate startups pitch a panel of leading climate funds.”
Claire Wixted: “For the past two years I have been running my own communications department on behalf of a New York State Assemblywoman, managing everything from quarterly paper newsletters, weekly email blasts, press releases and press conferences, community education campaigns, and events. I am now looking to take my comms expertise to the next level in a fast-paced team-based environment supporting climate tech solutions full-time.”
Are you missing your rockstar climate tech founders or marketers? Invite them to Tofu!
🤯 Matt shared an investor database that has over 600+ incubators, accelerators, and VCs driving climate startups forward.
🌍 Chris wrote an interesting piece for Startup Basecamp that provides an overview of Africa's #climatetech landscape, highlighting the main tech hubs across the continent, as well as the largest climate tech actors and some of the region's most pressing challenges and opportunities.
🌾 Amy's Evergreen Climate Innovations has launched a resource database for innovative climate tech and clean energy businesses across the Greater Midwest Region.
✒️ Natalie found Project Drawdown’s marketing job function action guide really helpful.
🚯 Kathrin encouraged everyone to sign a petition against Coca-Cola sponsoring COP27.
🫂 The Tofu community is planning a meetup at VERGE22 in San Jose, CA! We’re meeting on Tuesday, 10/25, at 4.30 pm during the official VERGE opening reception in the expo area. We'll confirm where to find us closer to the date. RSVP in the Slack thread to let us know if you're in!
❓ Mel asked if anyone has any experience working with gas companies and their messaging.
🔎 Aclima is hiring a number of roles in Product, Marketing, Design, BD, and Customer Success as the company is looking to grow its utilities, cities, and regulator verticals. They're also looking for senior leadership to structure their BD/Sales team and their Customer Success teams.
💼 Did you know that Tofu has a vibrant jobs channel featuring new jobs in climate tech marketing every day? Check it out for your next career move.
Want to feature your climate tech marketing job ad here and promote it to more than 250 climate tech marketing experts? Get in touch with Bettina to chat more.
Thank you to our supporters!
Thank you to all of you who have subscribed to support this community - it means a lot!
Mel & Bettina
Tofu is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.