As a business in the blockchain space, it is expected that your executives will give interviews at some point, whether building their own public profile or pushing the company into the public arena. If you choose to make your blockchain CEO the mascot/face of the company, this is even more likely.
But how can these interviews serve you from a marketing point of view? If done well, blockchain CEO interviews can generate publicity and profit for your business and in this article, we’ll break down the ways to make the most of them:
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Tie the Business to the Blockchain CEO Interviews
As we’ve said in a previous interview, the last thing you want is to have your CEO engage in publicity-generating activities with none of them benefiting the company in the end. So, make sure that your business is front and centre during the interview and after. For example, the headlines should say ‘CEO of XYZ’ or ‘John Smith, CEO of XYZ, Says..’ That way, attention is directed towards your business and not just the CEO in question. Also, prep your blockchain CEO to make sure that answers to questions redirect back to the business and keep it in focus at all times.
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Leverage Visuals With Your Blockchain CEO
It is impossible to overstate the importance of visuals when it comes to modern marketing, and blockchain CEO interviews are not exempt from this. As much as possible, try to use visuals within and from the interviews. If your CEO is having a video interview, have them wear a t-shirt with the company logo if appropriate. If you can, have your company logo appear in the interview or provide an approved headshot to be published alongside it. Do this to make sure readers/viewers have a visual to tie to your brand as this will make them respond better to it.
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Be Timely
Your blockchain CEO’s attention and time shouldn’t be spent on any random interview at any time. Ideally, they should be granted when there is something to announce or some reason to drum up publicity for the company. So, try to schedule interviews during marketing campaigns to boost your effort (and make sure the business is front and centre). Outside of marketing cycles, make sure that your CEO generates credibility for both themself and your company. They can, for example, grant an interview during crucial times in the industry and offer their expertise. Overall, there needs to be a reason why an interview is given at any point in time.
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Use Soundbites
These days, many consumers have lower attention spans and, unless they are big fans of the interview platform, might not bother to read the whole profile or watch an hours-long interview with your blockchain CEO. Most will watch a 30-second sound bite or engage with a quote on social media, however. So, use this to your advantage. Have your team clip the most interesting (not necessarily the most provocative) part of the interview and share it online. As you do this, link back to the business or the specific product/service that you are pushing to frame it in a good light. This is not only marketing gold but can grow your online presence.
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Use the Right Platforms
Your blockchain CEO will have finite time and these have to be spent in the most productive way possible. One of these ways is giving interviews to the right platforms that help with your marketing and PR goals. If your aim is to establish credibility, make sure you are giving interviews to the most respected publications in the sector. If you want to drive sales, look for the platforms with the most eyes on them. Also, be sure that you go to where your target audience is. If a viral Twitter space interview is more authentic to them than a Forbes feature, make sure you are doing that.
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Chase Virality (Within Reason)
Interviews, especially video ones, have become a way for people and businesses to go viral. We’ve seen countless times how going viral online has changed the fortunes of all types of businesses, so this can work in your favour. If your blockchain CEO gives newsworthy commentary on some development in the industry, clip it and share it online as viewers are likely to engage with it. As you do this, of course, make sure you don’t lean into sensationalism as that can destroy your business’ reputation.
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Decide on a Persona
As we said in a previous article about charismatic blockchain CEOs, you’ll need to craft a public persona for your front-facing executive and make sure it is consistent across all appearances. Ideally, it should be one that compliments your branding goals for the company. If you’re positioning yourselves as the blockchain brand for advanced and serious investors, make sure a serious and knowledgeable person shines through. If your business wants to be seen as more laid-back, your CEO has to reflect this in their interviews. Once you achieve this consistently, you should see better results.
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Review Responses
Like any other aspect of marketing, you need to constantly review the public’s response to your blockchain CEO interviews and adjust them accordingly. If an interview is published (whether written, video, or audio), look through the comments section and see what the perception of them is. Does the public like your executive or are there areas that need to change? Also, review all the interviews and determine whether your business is being put at the forefront as much as it should be. Is the public talking about your business at all or just the CEO? These will help you amend your interview tactics to get the best results.
Conclusion
Blockchain CEO interviews can be a powerful marketing tool if used the right way. As we’ve said in this article, you’ll need to time them properly, keep your business centre stage, embrace virality, and get as much content and reach out of each interview as possible.
